RECOGNITION OF THE CITY MUSEUM OF RECOGNITION OF THE CITY MUSEUM OF LJUBLJANA LJUBLJANA

A STREET RESEARCH IN LJUBLJANAA STREET RESEARCH IN LJUBLJANAAUGUST-SEPTEMBER 2008AUGUST-SEPTEMBER 2008

Research objectives:Research objectives: to get a to get a profile of potential visitors or non-visitors of CML profile of potential visitors or non-visitors of CML on the basis on the basis

of the daily visitors of Ljubljana,of the daily visitors of Ljubljana,

to learn the recognition of to learn the recognition of CML and Faces of Lj among city visitorsCML and Faces of Lj among city visitors compared to other city museums and galleries,compared to other city museums and galleries,

to find out the to find out the reasons for visiting (or not visiting)reasons for visiting (or not visiting) the museum, the museum,

to find out what would potentially to find out what would potentially motivate non-visitorsmotivate non-visitors to visit to visit the CML,the CML,

where and how can the daily visitors of Ljubljana where and how can the daily visitors of Ljubljana get get information on programmesinformation on programmes, performances and events in , performances and events in museums and galleries,museums and galleries,

what dowhat do non-visitors non-visitors think about think about museums and galleries in museums and galleries in general.general.

The aim of the research:The aim of the research: inform all museum staff on the research findings,inform all museum staff on the research findings, take decisions based on research recommendations.take decisions based on research recommendations.

RECOGNITION OF CMLRECOGNITION OF CMLRESEARCH METHODOLOGYRESEARCH METHODOLOGY

Street interviewing with a standardized

questionnaire Target group: daily visitors of Ljubljana (over 18) –

locals, daily commuters, tourists Sample size: 630 Surveying time: 20 August – 1 October 2008 Surveying location: bus and train station, Prešeren

Square, Ljubljana Castle, Tivoli parking area, Mercator Center and Supernova Rudnik malls, Ljubljana’s Fužine district, students’ campus.

The statistical treatment of results using the SPSS program – descriptive and correlational analysis

PREPOZNAVNOST MML MED DNEVNIMI OBISKOVALCI

LJUBLJANEnikoli slišal

20,70%

obiskal20,10

%

slišal, ne

obiskal

59,20%

RECOGNITION OF CML – RESEARCH FINDINGSRECOGNITION OF CML – RESEARCH FINDINGSProfile of potential CML visitors and non-visitorsProfile of potential CML visitors and non-visitors

most of the interviewed daily visitors of Ljubljana (80%) have not visited the CML in the last 12 months where:

more than half (60%) have already heard of the CML. Significant differences relating to:Significant differences relating to: AGE: the CML is more likely to be recognized in higher age

groups – 55% among 18-36 years old, 64% among 37-46 years old and almost ¾ of those aged 47-67;

EDUCATION: the CML is less likely to be recognized among those with higher education;

RESIDENCE: more than half (60%) are residents of Ljubljana, a third (31%) are foreigners.

a fifth (21%) have never heard of the CML Significant differences relating to:

SEX: a third of men (29%), which is twice as much as women; AGE: a quarter (25%) of young people from 18 to 36 years old,

in higher age groups the percentage drops to 18% and 13%EDUCATION: small differences, the most (a quarter) with higher and university education, the least (16%) with high-school educationSOCIAL STATUS: small differences, the unemployed stand out with more than a quarter (35%)RESIDENCE: expected – over a half are foreigners (64.5%), 11.7% are Slovenes from elsewhere than Lj and 7.4% are residents of Ljubljana.

Half of the daily visitors of the city (50.5%) knows its location. Over 80% of non-visitors answered “near Križanke”.

The graph indicates that 80% of passers-by know the CML and 20% do not.

RECOGNITION OF CML – RESEARCH RECOGNITION OF CML – RESEARCH FINDINGSFINDINGS

A COMPARISON OF CML RECOGNITION WITH OTHER MUSEUMS AND A COMPARISON OF CML RECOGNITION WITH OTHER MUSEUMS AND GALLERIES OF LJUBLJANAGALLERIES OF LJUBLJANA

0 10 20 30 40 50 60 70

Visited it

Heard of it, buthaven’t visited it

Never heard of it

TMS SLO

CM LJU

SEM

NG

NMCH

The comparison reveals a similar recognition, only that compared The comparison reveals a similar recognition, only that compared to the CML,to the CML, 10% more of the interviewed have not heard of SEM. 10% more of the interviewed have not heard of SEM. The ratio is similar when comparing the National Museum of The ratio is similar when comparing the National Museum of Contemporary History and the Technical Museum of Slovenia.Contemporary History and the Technical Museum of Slovenia.

The National Gallery has higher recognition rates: it has the lowest percentage of those who have never heard of it (10%) and almost double the percentage of those who have visited it (38%) in comparison with the CML (20%).

RECOGNITION OF CML – RESEARCH RECOGNITION OF CML – RESEARCH FINDINGSFINDINGS RECOGNITION OF THE EXHIBITION FACES OF RECOGNITION OF THE EXHIBITION FACES OF

LJUBLJANA IN COMPARISON WITH OTHER EXHIBITIONSLJUBLJANA IN COMPARISON WITH OTHER EXHIBITIONS

The exhibition FACES OF LJUBLJANA is lesser known among the daily visitors of Ljubljana. Almost ¾ have never heard of it, Almost ¾ have never heard of it, almost a third have heard of it and only 6% have visited it.almost a third have heard of it and only 6% have visited it.

Comparisons with two other exhibitions at the NG and CD, Comparisons with two other exhibitions at the NG and CD, taking place at the same time: Faces and Pharaonic taking place at the same time: Faces and Pharaonic Renaissance were poorly visited (less than 10%),Renaissance were poorly visited (less than 10%), while Slovene Impressionists in the National Gallery were the most frequently visited (20%).

0% 20% 40% 60% 80% 100%

PR

SI

FLNever heard of it

Heard of it, but haven’tvisited itVisited it

RECOGNITION OF CML – RESEARCH FINDINGSRECOGNITION OF CML – RESEARCH FINDINGSMOTIVATIONS FOR VISITINGMOTIVATIONS FOR VISITING

Non-visitors chose from a pre-set listamong the interesting kinds of exhibitions they most frequently chose: 72.4% (almost 3/4) – art exhibitions, 65.5% (over a half) – exhibitions on contemporary history and the present, 63.5% (over a half) – presentations of stories about townspeople and urban communities;and among events: 76% (over three quarters) – concerts and other music events,

The research has shown that with the ageing of the interviewed sample, the interest in stories of townspeople and communities increases.

0,00

10,00

20,00

30,00

40,00

50,00

60,00

70,00

80,00

recenthistory

stories concerts lectures &convers.

children’sworkshops

city tours art exhib. birthdays

RECOGNITION OF CML – RESEARCH FINDINGSRECOGNITION OF CML – RESEARCH FINDINGSREASONS FOR VISITING OR NOT VISITING THE MUSEUMREASONS FOR VISITING OR NOT VISITING THE MUSEUM

over a third of non-visitors (39over a third of non-visitors (39..7%) are7%) are drawn to the museum drawn to the museum because of history and ancient objectsbecause of history and ancient objects, while other reasons , while other reasons remain less important with less than a fifthremain less important with less than a fifth. .

only a quarter of all daily visitors of Ljubljana hadn’t only a quarter of all daily visitors of Ljubljana hadn’t visited a museum in the last 12 months because they visited a museum in the last 12 months because they “don’t have time, have to work”, because they “are not “don’t have time, have to work”, because they “are not interested” or because of “illness, children or old age”.interested” or because of “illness, children or old age”.

0 10 20 30 40 50

interest in history, ancient objects

museum as part of a trip

to see a new exhibition

for fun

other: culture, history, art

required for work/study

free time with friends

to keep children entertained

on the webon the web – less than ¾– less than ¾ (67%),(67%), at tourist centresat tourist centres – by half less– by half less (31%), (31%), in national newspapersin national newspapers – less than 1/5– less than 1/5 (18%).(18%). AAll other sources of information – less than 1/5 of ll other sources of information – less than 1/5 of

the interviewed: guidebooks 5%, friends, the interviewed: guidebooks 5%, friends, acquaintances and other people 4acquaintances and other people 4..6%, in 6%, in museums 2museums 2..5%, flyers, leaflets, brochures 2%, by 5%, flyers, leaflets, brochures 2%, by phone 1%phone 1%.

FForeigners look for information at tourist centres oreigners look for information at tourist centres twice as oftentwice as often (45%)(45%) as the residents of Ljubljana as the residents of Ljubljana and other Slovene cities (20%)and other Slovene cities (20%).

CML RECOGNITION – RESEARCH FINDINGSCML RECOGNITION – RESEARCH FINDINGSWHERE TO LOOK FOR INFORMATION ON MUSEUMS AND GALLERIESWHERE TO LOOK FOR INFORMATION ON MUSEUMS AND GALLERIES

CML – RESEARCH FINDINGSCML – RESEARCH FINDINGS

OPINIONS OF NON-VISITORS ON MUSEUMS AND GALLERIESOPINIONS OF NON-VISITORS ON MUSEUMS AND GALLERIES

The answers reveal:The answers reveal:- a favourable a favourable

attitude and attitude and positive opinion positive opinion on M/Gon M/G

- the desire for the desire for more information more information on M/G, a better on M/G, a better access and access and opennessopenness

0 50 100 150

In M/G one can see the latest technology

I don’t feel comfortable in M/G and that’s whyI don’t visit them

I would visit M/G if I knew what was ondisplay

M/G are boring

Children are interested in M/G

M/G is where you go when there is badweather

I hardly think of visiting M/G

Spending a couple of hours in M/G isinteresting

M/G are mainly for tourists

I agree I disagree I don't know

CML RECOGNITION CML RECOGNITION –– CONCLUSIONS AND RECOMMENDATIONSCONCLUSIONS AND RECOMMENDATIONS

the City Museum of Ljubljana is fairly well known in comparison with other selected museums and galleries of Ljubljana – only the National Gallery is better known

however, the CML’s main product and trademark FACES OF LJUBLJANA is somewhat lesser known

to devise a special marketing strategy with added values – periodic exhibitions, events and innovative interactive displays for:

tourists from Slovenia and abroad the young up to 40 years old the unemployed those with high formal education, and men

CML RECOGNITION CML RECOGNITION CONCLUSIONS AND RECOMMENDATIONSCONCLUSIONS AND RECOMMENDATIONS

RECOMMENDATIONS FOR PROMOTION:RECOMMENDATIONS FOR PROMOTION: the CML should make better use of web releases on upcoming programs

and events

daily city visitors from Slovenia and abroad should be offered more flyers and programmes at tourist info centres, improvised stands and in the city streets

arrange with partners in the tourism sector for group visits of part of the permanent exhibition Faces (basement, film).

establish a street signalling system for the pedestrians (in the context of placing signs to the city’s attractions) that would lead tourists from the tourist zone of the Ljubljanica riverside to the CML

boost the programmes’ promotion in local and free daily newspapers

CML RECOGNITION – CONCLUSIONS AND CML RECOGNITION – CONCLUSIONS AND RECOMMENDATIONSRECOMMENDATIONS

TO PROMOTETO PROMOTE the topic of identity from the recent history of the topic of identity from the recent history of

LjubljanaLjubljana urban stories of individuals and groups – the urban stories of individuals and groups – the

elderly visitors are especially interested in the elderly visitors are especially interested in the subjectsubject, ,

major blockbuster art exhibitions of Slovene and major blockbuster art exhibitions of Slovene and foreign artistsforeign artists,,

projects that update the city – materially, projects that update the city – materially, spiritually and culturallyspiritually and culturally

TO CUSTOMIZE PHYSICAL, SENSOR AND TO CUSTOMIZE PHYSICAL, SENSOR AND COMMUNICATION ACCESSCOMMUNICATION ACCESS

from researchers to people with special needsfrom researchers to people with special needs;; from individuals to groups, families, tourists, from individuals to groups, families, tourists,

pupilspupils