1. Guess Who’s Going to
the Gallery?
A Strategic Audience Evaluation and
Development Study for Queensland Galleries
Individual Gallery Report
This project has been assisted by the Australian Government through the
Australia Council for the Arts, its arts funding and advisory body, and is
supported by the Visual Arts and Craft Strategy, an initiative of the
Australian, state and territory governments.

2. Table of Contents
page page
INTRODUCTION EXECUTIVE SUMMARY
Funding Partners 3 Note on Reading Charts 11
Key Definitions 11
Acknowledgements 4
Summary of Key Findings 12
Background 5
STUDY FINDINGS
Study Aims 6
Visitor Demographics 16
Methodology 7
Visitor Behaviour 25
Project Team 9
Information, Interests & 31
Motivations
Satisfaction and Feedback 39
CONCLUSIONS & 44
RECOMMENDATIONS
APPENDIX 50

3. Funding Partners
PROJECT FUNDING
This project has been assisted by the Australian Government through the
Australia Council for the Arts, its arts funding and advisory body, and is
supported by the Visual Arts and Craft Strategy, an initiative of the
Australian, state and territory governments.
ORGANISATION FUNDING
Museum & Gallery Services Queensland Museums & Galleries NSW is
acknowledges the assistance of the supported by the NSW
Queensland Government through Arts Government through Arts NSW
Queensland

4. Acknowledgements
A special thanks to:
 Katy Alexander – original Project Manager for the NSW pilot
 Mackenzie Steele for his invaluable assistance in making data readable
 Rebekah Butler, Executive Director, M&GSQ
 Michael Rolfe, CEO, M&G NSW
 Rose Hiscock, Australia Council for the Arts
 Alistair Graham, Australia Council for the Arts
 Karen Cooke, EKAS Marketing Research Services
 All the participating Gallery Directors and their Staff
 The Volunteers in each Gallery who assisted in the administration of the surveys

5. Background
 In 2005 Museums & Galleries NSW (M&G NSW) commissioned a scoping study of 32 regional
galleries in NSW. This research revealed that there was very little to no audience development
research undertaken by regional galleries across the state.
 In May 2007, following the outcomes from the scoping study, M&G NSW commenced the Strategic
Audience Evaluation & Development Study for Galleries in NSW with core project funding from the
Australia Council for the Arts.
 The study set out to provide benchmark information on gallery audiences, their demographics,
actions, attitudes, limitations and needs. M&G NSW trained staff and volunteers at the participating
galleries and collected data using a paper questionnaire.
 In the first year of research 2007-2008, M&G NSW worked with 12 galleries across two regions of
NSW - Western Sydney and the Hunter/Central Coast. In 2008-2009, M&G NSW worked with 10
Sydney Metropolitan galleries and in 2009-2010 a further 19 regional galleries took part in the
project.
 The data from the NSW individual galleries was collated and released as the NSW State Report in
early 2011. That report may be found at www.mgnsw.org.au
 In 2012, with project funding from the Australia Council for the Arts and Arts Queensland, Museum &
Gallery Services Queensland (M&GSQ) partnered with M&G NSW to undertake a parallel study of 18
regional Queensland public galleries. As in the NSW study, each gallery received training on data
collection and a bespoke report of their results.
 A total of 3041 responses were collected across the 18 galleries and were collated into the
Queensland Report, released in 2013.

6. Study Aims
The overall objective of the Study is to provide factual and reliable data for the sector.
This data can be used to support initiatives for the individual galleries to:
 Identify and assist to retain current audiences.
 Identify opportunities to build new audiences.
 Understand the diversity of their audiences.
 Offer the most relevant programming possible.
 Determine ways of effectively marketing and publicising exhibitions an events, as well as attracting
audiences.
 Plan effectively for the future.
 Advocate for regional and State-wide programs of audience development.
The data presented is intended to act as a benchmark, and as a guide for future research
opportunities.

7. Methodology
The questionnaire:
 A standardised self-complete paper survey was designed for use in all the participating galleries.
 Training was provided to staff and volunteers from each participating gallery.
 Staff and volunteers distributed the self-complete paper survey to visitors during the allocated 2 survey
periods.
 The survey periods for the Hervey Bay Regional Gallery were:
 23 April – 16 July 2012
 30 July – 3 September 2012
 205 surveys were collected during the survey periods at the Hervey Bay Regional Gallery.
 3041 responses were collected from Queensland participating galleries in 2012.
The sample:
 Visitors 15 years or older.
 Children and school teachers attending in school groups were not surveyed, as the questionnaire was not
designed for educational visits. The 15-18 year olds who participated in the survey were visiting alone, or
with family or friends.
 A maximum of 2 people were surveyed in any one tour group.
 The standardised questionnaire was only available in English. This may have reduced the participation of
visitors who spoke English as a second language or visitors with literacy barriers.

8. Methodology
The exhibitions during the survey periods for the Hervey Bay Regional Gallery were:
• Contemporary Wearables ‘11 (30/3/12 – 12/5/12)
• Pearls of Wisdom (30/3/12 – 12/5/12)
• RENEW: Real Illusions (18/5/12 – 7/7/12)
• Goddess: Sacred Divine Feminine (18/5/12 – 7/7/12)
• Undertow (13/7/12 – 1/8/12)
• The In-Between Places (13/7/12 – 18/8/12)
• Eighth CCP Documentary Photography Award (13/7/12 – 18/8/12)
• Hervey Bay Art Society 29th Annual Competitive Art Exhibition (24/8/12 – 15/9/12)

9. Project Team
Project Team – M&GSQ
 Debra Beattie, Project Co-Manager & General Manager, M&GSQ
 Leisha Lawrence, Project Coordinator & Program Officer
Museum and Gallery Services Queensland acknowledges the assistance of the Queensland Government
through Arts Queensland
Project Team – M&G NSW
 Michael Huxley, Project Co-Manager & General Manager, M&G NSW
 Mackenzie Steele, Research Consultant
 Alison McLeod, Researcher
Museums & Galleries NSW is supported by the NSW Government through Arts NSW
Project Support
This project has been assisted by the Australian Government through the Australia Council for the Arts, its arts
funding and advisory body, and is supported by the Visual Arts and Craft Strategy, an initiative of the
Australian, state and territory governments
External Project Team
 Karen Cooke – Data entry management, Ekas Market Research Services
Research Partner

10. Executive Summary
Photo courtesy of Hervey Bay Regional Gallery

11. Notes on reading charts
 The following charts display totals for the Hervey Bay Regional Gallery, collected during the survey periods.
 All figures shown are percentages unless otherwise specified.
 Some data (where appropriate) is compared to Australian Bureau of Statistics (ABS) 2011 census data.
 Individual bases for the data are shown with a description of any applied data filters.
 Key breakdowns for each question, e.g.: by demographics (such as gender, age, income) or behavioural
groupings (such as first-time visitors vs. multi-return visitors), are only shown if significant differences
between groups exist.
Key definitions:
 “Audience” - In this context is synonymous with gallery “visitors”.
 “Base” - The number of respondents upon whom the percentage figure or statistic is calculated. Bases vary
as the data is filtered to analyse specific sub-groups, or if certain respondents do not provide a valid
answer to a question.
 “Tourist” - There are three segments of tourists: 1) International 2) Interstate and 3) Intrastate. The last
of these is generally someone who lives more than 50km from the gallery.

12. Summary of Key Findings
Demographic characteristics:
 Around 1 in 2 visitors live within 5km of the gallery, with around 3 in 4 visitors living within 50km.
– International visitors make up 3% of the total visitors to the gallery.
– Around 3 in 4 visitors to the gallery live within the Fraser Coast LGA.
 Around 3 in 5 gallery visitors are over the age of 55.
– In comparison to the ABS LGA data, the visitors to the gallery tend to skew towards the older
age bracket (7% are under 34, compared to 24% of the population in the LGA).
 Visitors skew female with almost 4 in 5 gallery visitors being female.
 The gallery attracts visitors from all income levels. There is no evidence of a skew towards higher or
lower income brackets for gallery visitors.
 Over one-third of visitors hold a tertiary degree.
– Of note, 10% of visitors to the gallery have a postgraduate qualification.
– One-third of visitors cite high school as their highest education level.
 42% of the visitors to the gallery are employed in part time, full time or self employed work.
– Over one-third of gallery visitors are retired.
 1 in 8 gallery visitors speak a language other than English at home.
– The gallery attracts at least three times as many visitors who speak a language other than
English at home than the LGA.
 Indigenous Australians make up 3% of visitors to the gallery, in line with what may be expected from
the ABS data.

13. Summary of Key Findings
Behavioural characteristics:
 About 3 in 5 visitors are frequent visitors to the gallery (those who have visited more than 5 times).
– On the other hand, 1 in 5 visitors are first time visitors to the gallery.
 Of those who have visited before, 4 in 5 have visited within the last 6 months.
– Nearly half of the visitors have been to the gallery within the last month.
 Only a very small proportion have not visited the gallery in the last two years.
 There is a diverse mix of visitor types with respect to who they go to the gallery with:
– Around 1 in 3 visitors come to the gallery on their own.
– About 1 in 4 visitors come to the gallery with a spouse or partner.
– 18% of visitors identified that they brought their children to the gallery.
 A clear majority are spending less than an hour in the gallery (92%).
– Half of the gallery visitors spend less than 30 minutes in the gallery.
 2 in 5 visitors have attended a workshop, talk or group activity at the gallery.

14. Summary of Key Findings
Marketing & programming:
 About 1 in 4 visitors had heard of the gallery by “word of mouth”.
– The local newspaper is also an important source of information with nearly 1 in 5 visitors hearing
about the gallery through reading the local papers. Brochures are also a key driver.
 Only 2% of visitors used the Internet as a source of information about the gallery.
 Most gallery visitors (78%) are on email. Fewer than 1 in 10 visitors do not use the Internet.
– About 2 in 3 visitors use the Internet as a tool to “find out about things to do”.
– 41% of visitors use the Internet to search for family friendly activities.
 Art/craft or music fairs were the most cited preferred program at the gallery, followed closely by
workshops/courses.
 The most commonly cited reasons for coming to the gallery were to see the general gallery collection or a
special exhibition (36% and 47% respectively).
– Around one-third of visitors identified their motivation for visiting the gallery was to spend time with
their family.
 The most popular reason for visiting the gallery was “to stimulate my mind” with 41%.
 Painting was the most popular type of preferred exhibition (with 82% of visitors).
– Exhibitions of work by local artists were popular as were exhibitions of work by well-known
Australian artists (72% and 69% respectively).
 The majority of visitors to the Hervey Bay Regional Gallery (at least 2 in 3) had also attended other
galleries within Queensland and elsewhere in the last 12 months.
– The cinema and public library were the most commonly visited other cultural events.

15. Summary of Key Findings
Satisfaction and feedback:
 98% of visitors rated their visit to gallery as “good” or “terrific”.
 Only 2% of visitors rated their experience as “disappointing”.
 The helpfulness of staff/volunteers was a particular area of strength, with 68% rating them as “terrific”.

16. Visitor Demographics
Photo courtesy of Hervey Bay Regional Gallery

17. Origins – Proximity to the Gallery
Comparisons to…
 Around 1 in 2 visitors live within
5km of the gallery, with around 3 in
4 visitors living within 50km of the
gallery.
 International visitors make up 3%
of the total visitors to the gallery.
Within Within Within Within
5km 50km QLD Australia International
53% 23% 12% 10% 3%
(53%) (76%) (88%) (98%) (100%)
Cumulative total
Note:
• The proportion of international visitation may be even higher, as the questionnaire was only available in English.
• Due to rounding, some figures may add to over 100%.
Q16. Where do you usually live? Base: All valid responses

18. Local Government Area (LGA)
– Fraser Coast
The Fraser Coast LGA includes the following suburbs, locales and
villages:
• Aldershot • Dundowran • Netherby • Tinnanbar
• Antigua Beach • Nikenbah • Toogoom
• Aramara • Dunmora • Oakhurst • Torbanlea
• Bauple • Eli Waters • Owanyilla • Torquay
• Bauple Forest • Eurong (Fraser • Pacific Haven • Tuan
• Beaver Rock Island) • Paterson • Tuan Forest
• Beelbi Creek • Ferney • Pialba • Urangan
• Bidwill • Glenbar • Pioneers Rest • Urraween
• Blackmount • Glenorchy • Point Vernon • Walligan
• Boompa • Glenwood • Poona • Wondunna
• Boonooroo • Gootchie • River Heads • Yengarie
• Boonooroo Plains • Grahams Creek • Scarness
 Around 3 in 4 visitors • Booral • Granville • St Helens
• Brooweena • Gundiah • St Mary
to the gallery live
• Bunya Creek • Howard • Sunshine Acres
within the Fraser
• Burgowan • Island Plantation • Susan River
Coast LGA.
• Burrum • Kanigan • Takura
• Burrum Heads • Kawungan • Talegalla
• Burrum River • Maaroom • Teddington
• Cherwell • Maryborough • The Dimonds
• Craignish West • Thinoomba
• Dundathu • Mount Urah • Tiaro
• Dundowran • Mungar • Tinana
• Munna Creek • Tinana South
Q17. What is your residential postcode? Base: All valid responses

19. Age
Comparisons to Australian Bureau of Statistics
 Around 3 in 5 gallery visitors are over the
age of 55.
 In comparison to the ABS LGA data, the
visitors to the gallery tend to skew
towards the older age bracket (7% are
under 34, compared to 24% of the
population in the LGA).
All figures are %
Q27. Which of the following age groups are you in? Base: All valid responses

20. Gender
Comparisons to Australian Bureau of Statistics
 Over 3 in 4 gallery visitors are female.
 The visitors to the gallery skew more
female than the ABS data.
All figures are %
Q13. Are you…? Base: All valid responses

21. Income
Comparisons to Australian Bureau of Statistics
(Note: the ABS
income
distribution is
measured on a
different scale, but
has been matched
as closely as
possible)
All figures are %
 The gallery attracts visitors from all income levels. There is no evidence of a skew towards higher or lower
income brackets for gallery visitors.
Q28. What best describes your gross (before tax) annual household income, including pensions and benefits? Base: All valid responses

22. Education
 Over one-third of visitors hold a
tertiary degree.
 Of note, 10% of visitors to the gallery
have a postgraduate qualification.
 34% of visitors cite high school as
their highest education level.
Q19. What is your highest level of education? Base: All valid responses

23. Work Status
 Over one-third of gallery visitors are
retired.
 42% of visitors are employed in part
time, full time or self employed work.
Q25. What is your main occupation? Base: All valid responses

24. Diversity
 1 in 8 gallery visitors speak a language
other than English at home.
LOTE @ home
 The gallery attracts at least three times as
many visitors who speak a language other
than English at home than the LGA.
 Indigenous Australians make up 3% of
visitors to the gallery, in line with what
may be expected from the ABS data.
Indigenous
Australian
Disability
*
*
* No data available for a valid comparison for
Q15. Do you speak a language other than English at home?
“disability or other condition that impacted on your visit
Q14. Are you of Aboriginal or Torres Strait Islander descent? today”.
Q26. Do you have a disability or other condition that impacted on your visit today? Base: All valid responses

25. Visitor Behaviour
Photo courtesy of Hervey Bay Regional Gallery

26. Number of times visited the gallery
 About 3 in 5 visitors are frequent visitors to
the gallery (those who have visited more
than 5 times).
 On the other hand, around 1 in 5 visitors
are first time visitors to the gallery.
Q1. How many times have you visited this gallery before today? Base: All valid responses

27. When last visited
 Of those who have visited before, 4 in
5 have visited within the last 6
months.
 Nearly half of the visitors have been
to the gallery within the last month.
 Of note, 9 out of 10 have visited
within the last year.
 Only a very small proportion have not
visited the gallery in the last two
years.
Q2. When was your last visit? Base: All repeat visitors to the gallery

28. Who visited with
 There is a diverse mix of visitor types
with respect to who they go to the
gallery with.
 Around 35% of visitors to the gallery
come on their own.
 About 1 in 4 visitors come to the
gallery with a spouse or partner.
 18% of visitors identified that they
brought their children to the gallery.
Q3. Who were you visiting with today? Base: All valid responses

29. Length of visit
 Half of the gallery visitors spend less
than 30 minutes in the gallery.
 A clear majority are spending less
than an hour in the gallery (92%).
Q4. How long was your visit today? Base: All valid responses

30. Attendance at workshop, talk or
group activity
 2 in 5 visitors have attended a
workshop, talk or group activity at
the gallery.
Q5. Have you or any member of your family ever been to a workshop, talk,
or group activity at this gallery before today? Base: All valid responses

31. Information, Interests
and Motivations
Photo courtesy of Hervey Bay Regional Gallery

32. Source of information
Word of mouth
 About 1 in 4 visitors had heard of the
gallery by “word of mouth”.
Brochure or flier  The local newspaper is also an important
source of information with nearly 1 in 5
Newspaper (local/community) visitors hearing about the gallery through
reading the local papers. Brochures are
I was passing by also a key driver.
 Only 2% of visitors use the Internet as a
Tourist information/publication
source of information about the gallery.
By invitation or free ticket
Sign/billboard/banner
I live locally
Not answered
I'm a regular visitor (I visit
often, regularly visit exhibits)
Newspaper (major
metropolitan)
Radio
Information on Internet
I am a member of the Art
Gallery Society
Q6. How did you hear about the gallery or this exhibition? Base: All valid responses, only responses over 1% shown

33. Internet usage
 Most gallery visitors (78%) are on email.
Fewer than 1 in 10 visitors do not use the
Email Internet.
 About 2 in 3 visitors use the Internet as a
tool to “find out about things to do”.
To find out about  41% of visitors use the Internet to search
things to do for family friendly activities.
To plan trips or
holidays
To search for family
activities
None of the above
I don't use the Internet
Note: 4% of respondents chose not to answer this question.
Q20. Do you use the Internet for…? Base: All valid responses

34. Preferred workshops and programs
 Art/craft and music fairs were the most
Art/craft or music fairs cited preferred program at the gallery,
followed closely by workshops/courses.
Workshops/courses
Artist talks
Live music
Performances/theatre
Tours
Kids programs
Poetry/writing
Note: 7% of respondents chose not to answer this question.
Q7. What programs and workshops would you or your family like to attend here? Base: All valid responses

35. Motivations
To see a special exhibition
 The most commonly cited reasons for
I like coming to this gallery coming to the gallery were to see the
general gallery collection or a special
exhibition (36% and 47% respectively).
To see the general gallery collection
 Around one-third of visitors identified
their motivation for visiting the gallery
Came with family was to spend time with their family.
To fill in time
To have a good time out
Holidaying/Touring in the Area
For study purposes/self-education
I have heard good things
The reputation of the artist/s and/or
exhibition
Try something new
Attend an
event/activity/performance
Visit the Gallery Shop
Q9. What were the three main reasons you came to the gallery or exhibition today? Base: All valid responses

36. Personal Reason For Visit
 The most popular reason for visiting
the gallery was “to stimulate my
mind” with 41%.
 The second most popular reason was
“to be surrounded by beautiful
things” with 29%.
 “To share art with other people”
(with 27%) was the third most
popular reason.
 Note: This was a forced (single)
choice question.
Q8. Which of the following best describes you…? Base: All valid responses

37. Preferred exhibitions
Painting  Painting was the most popular type of
Exhibitions of work by local preferred exhibition (with 82% of
artists visitors).
Photography  Exhibitions of work by local artists were
popular, as were exhibitions of work by
Celebrated works of art by well- well-known Australian artists (72% and
known Australian artists 69% respectively).
Sculpture  Photographic exhibitions also were
highly cited (70%).
Drawing
Celebrated works of art by well-
known international artists
Ceramics/glass
Textiles
Indigenous and/or Torres Strait
Islander exhibitions
Live theatre/dance/music
performance
Exhibitions for Children
Printmaking
Social history exhibitions that
address local issues
Digital media arts/interactive
media
Q21. What sort of exhibitions would you most like to see at this gallery? Base: All valid responses

38. Attendance at other events
All visitors at Hervey Bay Regional Gallery
Museum or gallery in
Queensland
Museum or gallery
anywhere else
Public Library
Live classical music
concert/opera
Live theatre
performance
Live dance
performance
Live rock/pop concert
Cinema or drive in
 The majority of visitors to the Hervey Bay Regional Gallery (at least 2 in 3) had also attended other galleries
within Queensland and elsewhere in the last 12 months.
 The cinema and public library were the most commonly visited other cultural events.
Q24. Thinking about the past 12 months, how many times have you been to a…? Base: All valid responses

39. Satisfaction & Feedback
Photo courtesy of Hervey Bay Regional Gallery

40. Overall satisfaction
 98% of visitors rated their visit to
gallery as “good” or “terrific”.
 Only 2% of visitors rated their
experience as “disappointing”.
 Specific areas of feedback (see over):
 The helpfulness of staff/volunteers
was a particular area of strength, with
68% rating them as “terrific”.
Base: All valid responses

41. Satisfaction with the different elements
All visitors at Hervey Bay Regional Gallery
Your overall
n=188
experience
Quality of information at n=180
venue
Helpfulness of n=180
staff/volunteers
Children's n=56
activities/resources
Facilities (bathrooms n=128
etc)
n=86
Gift shop
n=39
Café
Atmosphere/building/sp n=150
ace/garden
n=33
Live performance
Lecture/education n=68
program
The quality of today's n=185
exhibitions
n=190
Ease of parking
Direction signs to the n=179
gallery
Being an easy place to n=202
get to
Q10. How would you rate ALL of the following in your visit today? Base: All valid responses

42. Positive Feedback
 Respondents were given the opportunity to provide open-ended feedback about anything
they particularly liked about their experience at the gallery.
 A comprehensive list of their verbatim feedback can be found in the appendix.
Worksheets for kids
Hervey Bay residents are
The layout and space
very lucky to have this art
gallery which promotes
local artists
Friendly smiles on arrival
and greeting
Exhibition excellent and of
special interest, ambience
Wonderful creativity in both
exhibitions
…exhibitions were stunning
Q11. Is there anything you particularly liked about your visit today?

43. Suggestions for improvement
 Respondents were also given the opportunity to provide feedback on what they feel could be
development opportunities for the gallery in order to make their experience more enjoyable.
 A comprehensive list of their verbatim feedback can be found in the appendix.
More casual seating in gallery
Kiosk/Coffee shop
area would be good
Better access on
weekend
Being able to feel exhibits
A takeaway flier with a
picture from exhibition
A later closing time
Free wifi
Q12. Is there anything that would have made your visit more enjoyable?

44. Conclusions and
Recommendations
Photo courtesy of Hervey Bay Regional Gallery

45. Conclusions
 Overall visitors are very satisfied with the gallery, offering mostly “good” and “terrific” ratings
(98%).
 The gallery is successful in servicing its local community and a diverse community.
 53% of visitors live within 5km of the gallery, with 76% living within the LGA.
 41% of visitors are coming to the gallery with the primary purpose of “stimulating their mind”.
 The quality of the exhibitions is receiving a relatively high proportion of “terrific” ratings (53%), and is a
key strength of the gallery experience. The general collection and special exhibitions are the top
motivations for coming to the gallery.
 The gallery is successful in connecting with people who speak a language other than English at home
(12% vs. 3% for the ABS LGA).
 It is also connecting with the Indigenous community, showing similar levels of visitation as shown in the
ABS LGA (3%).
 The gallery is successful in creating an environment where visitors can visit on their own.
 35% of gallery visitors are coming to the gallery on their own. Opportunities may exist to grow gallery
audiences through those seeking a social experience.
 Compared to the community, the audience profile of the gallery skews significantly older and
female.
 77% of visitors are female compared to 52% in the ABS LGA.
 61% of visitors are aged over 55 compared to 45% in the ABS LGA.

46. Recommendations
 The gallery has a core audience of repeat visitors who visit the gallery frequently (within 6
months), and their needs should be maintained.
 Retaining more of the first-time visitors.
 Currently the gallery attracts a sizeable proportion of first-time visitors (19%).
 Retaining first-time visitors is an efficient marketing strategy for developing an audience base, whilst
maintaining its current loyal visitor base.
 Tactics to retain new visitors to the gallery could include loyalty programs and involvement in
workshops, talks or group activities.
 Attracting a younger audience to the gallery.
 Compared to the ABS LGA data, audiences under the age of 34 are under represented (6% vs. 24%
in the ABS LGA).
 Reaching a younger audience may involve new programming and marketing initiatives (such as a
cross-generational program leveraging the existing older, established visitor base).
 Family focused activities appear to attract the under 34 age group.
 Research in recent years has shown younger audiences are more responsive to “word of mouth” and
“online/social networking” and less to traditional media forms (such as the newspapers and
brochures).
 Attracting men.
 Men are more likely to attend with a spouse/partner than with friends, therefore initiatives aimed at
“couples” may help attract more males to the gallery.

47. Recommendations
Potential marketing initiatives to help develop the audience:
 Leverage the Internet as a communication device.
 There is an opportunity gap between the general use of the Internet (92%) and the frequency that
the Internet is used as an information source about the gallery (2%). Consider that currently nearly
two-thirds of visitors use the Internet to “find out about things to do”.
 Greater e-marketing and social network sites (e.g.: Facebook) may help attract a new audience,
particularly younger audiences.
 It would be worthwhile investigating e-distribution methods for newsletters that enable the sender to
track the opening and “click through” rates. There are a number of these available at little or no cost.
 Control of images in publications.
 The imagery used on both the website and the printed material helps shape the audiences it attracts.
A tool that may help attract the “less represented” segments of the audience is to ensure that they
are included in the images in publications and on the website. This way people will see “similar”
people to themselves attending the gallery.
 Encourage attendance at workshops, talks and group activities.
 These programs are an effective way of encouraging repeat visits, greater advocacy and generate
other business opportunities.
 Of the public programming, arts, crafts and music fairs as well as workshops/courses may be
key in developing audiences.
 Arts, crafts and music fairs as well as artists talks are amongst the most cited preferred public
programs overall with gallery visitors.

48. Recommendations
 Leverage the gallery’s relationship with similar institutions.
 As many visitors attend other galleries, there may be opportunities to build cross-promotion with
similar organisations within regional or metro Queensland.
 Public libraries and cinema may also provide opportunities for cross-promotional initiatives.
Further initiatives:
 Café services.
 There was some disappointment amongst visitors with the nearby café.
 Based on other studies in galleries across NSW, a café can be a very important part of a gallery
experience, particularly for the visitors seeking a social experience as part of their visit.
 Providing visitors with a space to enjoy coffee and relax, possibly with alternative seating, may
improve this aspect of their visit and make them more likely to return.
 Developing a donor program.
 There is a segment of the audience with a household income over $100K pa (12%). Though they
may not be able to provide large one-off donations, they may be able to provide smaller donations
over a longer period. Such donors are often valuable ambassadors for the gallery.

49. Recommendations
Future research directions:
 Longitudinal studies could help ensure survey work is more representative.
 Information collected during this survey pertained to specific exhibitions that were current during
the fieldwork period.
 Collecting information over a broader time span may help provide a more accurate picture of the
visitor population by preventing possible skews by particular exhibitions.
 Qualitative research could provide a richer detail about the visitors.
 Quantitative research, such as this survey, provides a snapshot of certain characteristics, attitudes
and behaviours of the visitor population.
 Qualitative research, on the other hand, uses a handful of respondents to explore the range of
motivations and attitudes, and describe in detail the reasons behind these. This could take the form
of in-depth interviewing, focus groups, or accompanied gallery visiting.
 Segmenting audiences will help strategic planning for growth.
 Audiences are not a homogenous group, and different types of visitors come to the gallery for
different reasons, with different attitudes, and displaying different behavioural patterns.
 Identifying segments within the audience base will help target marketing initiatives and exhibition
programming, and can help position the gallery “brand”.
 Further research should also aim to:
 Uncover the deeper reasons why visitors respond the way they do (e.g.: how does a café and
garden enhance the experience for certain visitors? Why is painting so popular as an art form?).

50. Appendix
Photo courtesy of Hervey Bay Regional Gallery

51. Positive Feedback (full list)
• A marvellous well hung display of local and other • Gallery shop
artist’s works
• Good exhibition and friendly staff
• Artist work/it's free
• Good space
• Atmosphere
• Great Exhibition (current)
• Beautiful display peace and quiet
• Hanna Kay Exhibition
• Beautiful exhibitions
• Helpful volunteer, staff/Written handout explaining
• Everything work and info from artist
• Exhibition • Hervey Bay residents are very lucky to have this
• Exhibition excellent and of special interest, art gallery which promotes local artists
ambience • High quality of workmanship
• Explanations by volunteer • I always feel inspired by the beauty of art
• Fabulous exhibitions • I always love visiting the gallery no matter what is
on exhibit
• First class exhibition
• I learnt about a Jewish settlement in Regional
• Friendliness of staff
Australia
• Friendly atmosphere of the group
• I liked everything
• Friendly gallery volunteer
• I liked seeing the miniature artworks
• Friendly smiles on arrival and greeting
• I liked the energy as tho the art speaks and draws
• Friendly staff you in
• Friendly staff/Great exhibition (unique) • In-between paintings
• Friendly volunteer • It's nice and quiet
• Friendly volunteers • Jewellery exhibit excellent
Q11. Is there anything that you particularly liked about your visit today?

52. Positive Feedback (continued)
• Just enjoyable • Photographs and the paintings of Amanda Van
Gils and that it was free
• Just enjoyed the exhibition
• Pleasant
• Kid's workshops are excellent
• Quality of the contemporary wearables
• Lakanna Jones Exhibit
exhibition
• Layout of art was very good
• Range of Art works
• Liked the ambience
• Relaxing and Enjoyable
• Lots of children here/a school was visiting
• Seeing local
• Love art altogether
• Seeing the exhibition of local artists
• Loved the exhibitions, quality work and expression
• Space with quiet background music
of artists, both natural and local
• Spaciousness of the gallery
• Loved the recycled art
• Spinners Exhibition
• Manifestations of human creativity
• Staff very friendly/my 8yr old daughter invited
• Meeting with like-minded friends
to participate in treasure hunt of items on
• Mentally stimulating display/She loved it
• Most informative talk by Carol Dakley Judge • Talking with the volunteer
• Music playing in background and volunteer help, • The calm atmosphere
exhibitions were stunning
• The Cross stitching
• My son enjoyed the mudskipper program
• The display was beautiful
• No not today
• The exhibition and calmness of the gallery
• Originality of art exhibits
• The fantastic Art from local artists
• Painting of a dragon
• The friendly and helpful attention from the lady
Q11. Is there anything that you particularly liked about your visit today? on duty

53. Positive Feedback (continued)
• The volunteers are very helpful
• The general ambience of the venue
• The way the art was displayed
• The interaction put forth for children, my
granddaughter loved it • The year of dragon
• The Jewellery • Use of everyday project (product)
• The layout and space • Variety for all tastes
• The music that played in the background Mon • Variety of Exhibits
23rd April
• Variety of paintings
• The paintings of the trees and hay barrels
• Variety of subjects
• The photo exhibition outside
• Very good
• The photo gallery
• Very pleased with Goddess exhibit/Just what I
• The Photographic Exhibition needed today
• The photographic exhibition was lovely • Very quiet and peaceful
• The piano • We were welcomed very friendly and helpful
staff
• The quality of the current exhibition
• Weaving
• The quantity of work good, not too much to take
in • Weaving and staff
• The range of media and subject • Welcoming staff make the visit a pleasant
experience
• The scarce display in Hallway and some of the art
• Well curated
• The unusual yet beautiful exhibition/the calm and
serenity • Well displayed/Informative
• The very helpful receptionist • Wonderful creativity in both exhibitions
Q11. Is there anything that you particularly liked about your visit today?

54. Positive Feedback (continued)
• Work on display/Friendliness and info of staff
• Worksheets for kids
• World class welcoming
• Yes quiet time to relax and leisurely stroll and
enjoy the surroundings
Q11. Is there anything that you particularly liked about your visit today?

55. Suggestions for improvement (full list)
• A cafe • Maybe some floor pieces
• A cafe within the premises • More artistic cards to choose
• A later closing time • More artwork collections 3 or 4 and different
media
• A little more time to spend
• More casual seating in gallery area would be
• A takeaway flier with a picture from exhibition
good
• All good
• More interactive works
• Audio tape of artist? background and inspiration
• More paintings and photography
• Being able to feel exhibits
• More pianos
• Better access on weekend
• No it was great/this particular display not my
• Cafe cup of tea but it was still interesting
• Free coffee • Parking/Car park toll
• Free wifi • Performances
• Great exhibits • Staff very welcoming
• If there were more exhibitions I could easily • The original mini paintings on the front of the
spent for longer catalogue
• Kiosk/Coffee shop • To have an Espresso/cafe vendor with quality
coffee, tea
• Knowing why the winners won
• Live music/Local artist
Q12. Is there anything that would have made your visit more enjoyable?

56. Suburbs within 5km include
 Hervey Bay 4655
 Pialba 4655
 Point Vernon 4655
 Scarness 4655
 Torquay 4655
 Eli Waters 4655
 Kawungan 4655
 Wondunna 4655
 Nikenbah 4655