The art of attraction
Audience development for museums

What would museums do without visitors? Today museums recognise and relish their duty to be truly relevant for a diverse audience. Many museums strive to increase not only their overall number of visitors, but also the diversity of those engaging with their collections and offers. Audience development, first established in a commercial context, is a powerful tool for museums to identify and attract new audiences long-term, while retaining existing groups of users.

This international two-day conference, aimed primarily at museum professionals, explores the power of audience development and outlines ways in which museums can benefit from its methods to make the best of their collections for the best of their public – regardless of their location, size, budget and type of collection. Following papers and case studies on Monday, workshops offer hands-on advice on Tuesday.

Eine gemeinsame Veranstaltung der Bayerischen Museumsakademie und der European Museum Academy.


Monday, 22 October 2018

10.00 – 10.45 Registration

10.45 – 11.00 Welcome

11.00 – 11.45
In the end, it’s a question of quality | Audience development as a holistic concept for museum management
Dr. Matthias Henkel, EMBASSY OF CULTURE, Berlin, Germany

11.45 – 12.30
Some historical antecedents of the current practice of audience development
Prof. Massimo Negri, Milan, Italy

12.30 – 13.15
From mall to museum | How audience development entered the museum world
Prof. Pier Luigi Sacco, IULM University, Milan, Italy

13.15 – 14.15 Lunch (not provided)

14.15 – 15.00
Going viral | Developing digital museum audiences
John Stack, Digital Director, The Science Museum Group, London, UK

15.00 – 15.45
Case study | The attraction of presence
Dr. Anne-Louise Sommer, Director, Design Museum Danmark, Copenhagen, Denmark

15.45 – 16.00 Tea and coffee break

16.00 – 16.45
Case study | Intercultural audience development
Dr. Karl Borromäus Murr, Director, tim, Augsburg and Barbara Kolb M.A., tim, Augsburg

16.45 – 17.00 Conclusion

18.30 Conference dinner

Tuesday, 23 October 2018

09.00 – 10.30
Panel session – Truly for everyone? | How to find your audience(s)

09.00 – 09.20
Migrants, refugees, immigrants | The museum as gate to a new home
Prof. Henrik Zipsane, CEO Jamtli Open Air Museum, Östersund, Sweden

09.20 – 09.40
Attracting the millennials | The intergenerational and future-proof museum
Prof. Michael Gorman, Founding Director, Biotopia/Natural History Museum of Bavaria

09.40 – 10.00
Breaking down Barriers | Making exhibitions relevant for visitors (working titel)
Dr. John-Paul Sumner, Fellow at the Museum for Islamic Art, Berlin, Germany

10.00 – 10.30 Discussion

10.30 – 11.00 Tea and coffee break

11.00 – 15.30 Workshops
Please note: The three workshops will be run at the same time. While the organisers will make every effort to ensure that delegates can attend their preferred workshop, places are limited. We strongly encourage delegates to state their preference as early as possible to avoid disappointment.
Please also note that the workshop language is English unless stated otherwise, and that each workshop has three sessions.

Workshop A: Der Paradigmenwechsel operativ! Anhand mitgebrachter, realer Veranstal-
tungsformate aus dem Kreis der Workshop-Teilnehmenden werden gemeinsam Ideen für AD-zentrierte Konzepte entwickelt.
Dr. Matthias Henkel, EMBASSY OF CULTURE, Berlin, Germany

Workshop B: Writing an audience focused interpretation plan (working titel)
Dr. John-Paul Sumner, Fellow at the Museum for Islamic Art, Berlin, Germany

Workshop C: Zielgruppen Ihres Museums kennen, bedienen und neu erschließen –
Möglichkeiten der Besucherforschung
Dr. Nora Wegner, Kulturevaluation Wegner, Karlsruhe, Germany

11.00 – 12.00 Morning session

12.00 – 13.00 Lunch (not provided)

13.00 – 14.00 Early afternoon session

14.00 – 14.30 Tea and coffee break

14.30 – 15.30 Afternoon session

15.30 – 16.00 Discussion and informal exchange

Venue: tim│Staatliches Textil- und Industriemuseum Augsburg, Provinostraße 46, 86153 Augsburg, Germany

Conference language: English / Workshop languages: English and/or German as indicated. Please note that this program is subject to change without prior notice.

Maximale Teilnehmerzahl: 80 Personen

Veranstaltungsgebühr: kostenfrei

Quelle: Bayerische Museumsakademie