East Ayrshire Council 2001
| Organisation |
East Ayrshire Council |
| Project |
Primary research to inform the development of an audience development strategy for The Dick Institute, Kilmarnock |
| Artform |
Visual arts, crafts |
| Location |
Kilmarnock |
| Application type |
Project development |
| Date |
2001 |
| Status |
Completed |
| Grant |
£3,600 |
| Total project cost |
£5,000 |
The Dick Institute is a large cultural building that aspires to be a centre of excellence, providing the cultural focus for visual arts and crafts in South West Scotland. It houses three galleries, two museum spaces, a craft point and central library. This research project has been commissioned by the Museums and Arts section of East Ayrshire Council who, along with the Libraries and Information section, are responsible for managing this, their flagship building.
Primary research project comprising postal and street surveys, focus group and in-depth interviews to inform future planning and programming for the Dick Institute, Kilmarnock and the development of an audience development strategy.
Over the last ten years, audience figures for the Dick Institute have been declining. East Ayrshire Council wishes to undertake primary research:
- To find out what lies behind the numbers and patterns of attendance
- To discover the perceptions of attenders and non-attenders to the galleries, museums and craft point
- To find out about the perceptions of the library users to the Museums and Arts service
- To discover the motivation for attendance and what might improve motivation in the future
- To uncover the barriers to attendance.
Locally based consultants McKenzie Wilson undertook the research study which comprised postal and street surveys, and discussions with specific target groups. 300 face-to-face interviews were undertaken across East Ayrshire with a wide age, social and geographic range of individuals and four focus groups with current users were held.
- The research threw up a number of differing views to the building which were particularly noticeable when comparing the responses of the general public with those of groups who use it regularly.
- The great majority of those interviewed were aware of The Dick Institute but many had not visited for a considerable number of years. Very few of those interviewed had seen the brochure anywhere. The need to increase awareness of the facilities and events in the building, and to promote them in a much more aggressive manner, using a range of marketing techniques was therefore identified.
- About one-third of visits to the Dick Institute are made by regular users. While this is good business, it is imperative to attract both new people and irregular users to the building and to encourage return visits.
- The library is the facility most used in the building. There is considerable potential to promote the other facilities in the building to library users and for more cross section co-operation.
- A number of issues concerning the exterior and interior of the building, access and parking detract from the venue.
- When asked what would make a visit to the building more appealing, the most popular comment was the provision of a café.
- There is interest in a programme balancing modern displays with traditional activities supported by local groups.
- A three to five year strategy will be required to implement the consultants’ proposals. Additional financial support will be needed from the local authority and other funders.
Emily Douglas
Audience Development Assistant
East Ayrshire Council
Dower House
Dean Castle
Kilmarnock
Ayrshire KA3 1XB
Tel : 01563 554701
Fax: 01563 554720
E-mail: Emily.douglas@east-ayrshire.gov.uk
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