ACNielsen

Art Gallery Attitudes
prepared for

Christchurch City Council
December 1998

1. Research objectives

New Christchurch Art Gallery

The new Christchurch Art Gallery project is currently in progress. A need has been identified to conduct a market research study in order to assist Christchurch City Council in identifying key messages and direction in the development of a communications strategy for the new Art Gallery.

Market research is required to examine current awareness and opinions of the new Art Gallery among Christchurch residents, and to understand the motivations driving public opinion on this issue.

Issues to be addressed:

Awareness of new Christchurch Art Gallery

Where heard of gallery

Opinions of the new Christchurch Art Gallery

Reasons for opinion

Perceived benefits for Christchurch

Perceived drawbacks for Christchurch

Likelihood to visit

What exhibits etc. would interest you/your family

What facilities are important.

2. Research METHODS

The research study comprised of two stages which run concurrently.

Stage One: 400 telephone interviews with a random selection of Christchurch residents aged 18 or over.

Stage Two: Four focus groups with Christchurch residents.

The maximum margin or error for the quantitative survey results at the 95% confidence limit is ± 4.9%.

Note that during the course of interviewing the results of the Art Gallery Design Competition were published. The high level of media coverage of this even may have impacted on the results of the survey.

3. Awareness of Proposed New Art Gallery Project

A total of 70% of those interviewed claim they have heard about the proposed project to build a new art gallery in Christchurch.

Greater awareness is recorded among those aged over 40 years (in excess of 80%) awareness.

Those in younger age groups are less likely to be aware of the project (15-19 years 46%; 20-29 years 36%).

In addition greater awareness of the proposed project is recorded among those in higher income brackets.

Respondents first heard about the proposed new gallery primarily through The Press (39% of those aware).

Local radio (13%) and word of mouth have also been important sources of information.

Additional information about the project has come from:

The Press	24%
The Star	16%
Local free newspapers	16%
Local radio	14%

4. Attitudestowards the proposed new Art Gallery

4.1 Overall Ratings

Overall Ratings of Proposed Art Gallery Project

	Excellent/Very good	Good	Fair	Poor
	%	%	%	%
Total sample	49	26	9	10
Age:
15-29	54	22	15	9
30-39	44	24	9	11
40-49	53	24	10	7
50-59	52	35	2	6
60 plus	44	25	10	16
Household Income:
<$20,000	48	26	8	15
$20,001-$30,000	41	32	15	8
$30,001-$40,000	49	29	9	7
$40,001-$50,000	50	28	9	7
$50,001-$60,000	73	19	2	3
>$60,000	73	19	2	3

Approximately half of those interviewed (49%) feel that the proposal to build a new Art Gallery in Christchurch is either excellent or very good. A further 26% believe the proposal is good.

One in ten (9%) feel it is only fair, whilst a further one in ten (10%) feel it is a poor idea.

Those most in favour of the new Art Gallery are:

Age 15-29 years	54% say excellent/very good
Age 40-49 years	53% say excellent/very good
Age 50-59 years	52% say excellent/very good
Income $50,000-$60,000	54% say excellent/very good
Income >$60,000	73% say excellent/very good

Those least in favour are:

Age >60 years	26% say fair/poor
Income <$20,000	23% say fair/poor
Income refused	36% say fair/poor

Household status appears to be less influential, except that those households with young children (ie, youngest child under 5) are least in favour, with only 39% rating the new Art Gallery as excellent/very good and as many as 29% rating it as fair/poor.

4.2 Perceived benefits of new Art Gallery

The key anticipated benefits for the city are perceived as:

Cultural value/benefit to city	31%
Attracts tourists/visitors	29%
More of city collection on show	25%
Economic value/benefit to city	20%
Old gallery is too small	19%
Attract overseas exhibitions	13%

Note that those respondents least likely to perceive an economic benefit are those aged 50-59 years (17%) and those aged 60+ years (7%).

Other benefits noted are:

Educational benefits for children	10%
Allow local artists to show work	8%
A facility for local art lovers	8%
Better location	7%
Cultural heritage for future generations	2%

Nine percent of respondents perceive no benefits. (Over half of these respondents are aged over 60 years.)

4.3 Perceived drawbacks of new Art Gallery

The key anticipated drawbacks for the city are perceived as:

Money used that could be spent on other things	16%
Too expensive	11%
Of no interest to me	11%
Uses ratepayers’ money	10%

Other issues raised are:

Parking provisions	7%
"White elephant" syndrome	6%
Don’t like design	5%
The site is wrong	5%
Elitism re: cost of entrance fee	3%
Already have an art gallery	2%
What will happen to old building?	2%

Approximately one quarter of respondents (26%) perceive no drawbacks. [Note that respondents were asked specifically what drawbacks they envisaged.]

5.1 The perceived value of new Art Gallery

The New Art Gallery Will Be A Cultural Asset For The City

	Agree very strongly/strongly	Agree	Disagree	Disagree strongly
	%	%	%	%
Total sample	59	27	7	3
Age -
15-29	65	22	9	3
30-39	56	33	6	4
40-49	68	19	13	-
50-59	61	28	3	3
60+	51	31	6	7
Household income
<$20,000	56	21	11	5
$20,001-$30,000	57	29	10	3
$30,001-$40,000	67	27	4	2
$40,001-$50,000	65	17	15	2
$50,001-$60,000	75	25	-	-
>$60,000	71	25	3	-
Retired	32	44	4	13

Over half (59%) of those interviewed agree strongly that the new Art Gallery will be a cultural asset for the city.

A further 27% agree with this statement, bringing the total percentage of people who agree to 86%.

One in ten respondents disagree with this statement.

Those most likely to agree with this statement are:

Age 40-49 years	68% agree strongly
Age 15-29 years	65% agree strongly
Income $50,001-$60,000	75% agree strongly
Income >$60,000	71% agree strongly
Income $30,001-$40,000	67% agree strongly
Income $40,001-$50,000	65% agree strongly

Those least likely to agree that the new Art Gallery will be a cultural asset to the city are those aged over 60 and those aged 30-39 years, plus those from lower income households.

Note that half of those who rate the new Art Gallery as only fair or poor do agree that it will be a cultural asset for the city.

5.2 The perceived economic value of the new Art Gallery

The New Art Gallery Will Bring Economic Benefits To The City

	Agree very strongly/strongly	Agree	Disagree	Disagree strongly
	%	%	%	%
Total sample	47	32	11	4
Age -
15-29	49	35	10	-
30-39	56	29	9	2
40-49	51	29	13	1
50-59	49	29	11	3
60+	26	35	12	10
Household income
<$20,000	41	31	17	4
$20,001-$30,000	46	33	12	5
$30,001-$40,000	62	25	7	4
$40,001-$50,000	43	37	11	7
$50,001-$60,000	50	32	11	0
>$60,000	64	27	5	2
Retired	29	42	13	6

Generally respondents are less likely to perceive the potential economic benefit of the new Art Gallery when compared to the potential cultural benefit (47% agree strongly that the Art Gallery will bring economic benefits to the city).

A further one third, however, agree with this statement, bringing the total proportion of respondents to 79%.

Fourteen respondents disagree with this statement.

Those most likely to agree strongly are:

Age 30-39 years	56%
Income $30,001-$40,000	62%
Income >$60,000	64%

Those least likely to agree strongly are those aged over 60 years and those in lower income households.

Again, note that approximately half of those who rate the proposed new Art Gallery as fair or poor agree that there could be potential economic benefits for the city.

It Is Important To Have More Than 10% Of The City’s Art Collection On Show

	Agree very strongly/strongly	Agree	Disagree	Disagreestrongly
	%	%	%	%
Total sample	67	19	7	3
Age -
15-29	61	22	10	1
30-39	61	24	9	4
40-49	68	17	8	4
50-59	88	8	2	-
60+	58	22	7	7
Household income
<$20,000	71	13	6	6
$20,001-$30,000	59	26	12	3
$30,001-$40,000	70	24	5	-
$40,001-$50,000	69	15	7	7
$50,001-$60,000	57	25	7	-
>$60,000	78	8	8	2
Retired	50	27	4	6

Over two thirds of respondents (67%) agree strongly that it is important to have more than 10% of the city’s art collection on show.

A further 19% agree, indicating that 9/10 respondents agree with this statement

Only 10% disagree.

Those most likely to agree are:

Age 50-59 years	88% agree strongly
Income > $60,000	78% agree strongly

Again, more than half of those who rate the new Art gallery as fair/poor agree that it is important to have more than 10% of the city’s art collection on show.

6. Exhibitions and facilities

6.1 Exhibitions

Exhibitions/Programmes That Will Encourage Visitors

	% say will visit when prompted
International exhibitions	83
New Zealand exhibitions	81
Local exhibitions	80
Sculpture/photography/craft	75
Outdoor sculpture garden	62
Art programmes	49
Modern art	46
Art lectures and seminars	38

The most popular exhibitions among respondents are international exhibitions, New Zealand exhibitions and local exhibitions. Over 80% of respondents say these types of exhibitions will encourage them to visit the new Art Gallery.

Three quarters of respondents would like to visit sculpture/photography/craft exhibitions, whilst 62% would like to visit an outdoor sculpture garden.

Just under half would visit to take part in art programmes and to see modern art.

Thirty eight percent would go to lecturers and seminars.

International and New Zealand exhibitions are most appealing to slightly older respondents (50-59 years) and those in higher income brackets.

Art programmes and modern art are more appealing to those aged under 30 years.

Eight percent of respondents spontaneously mention children’s art programmes and displays.

Five percent spontaneously mention support for local artists.

6.2 Facilities

Facilities That Will Encourage Visitors

	% say will encourage to visit
On site parking	69
Café/restaurants	49
Specialist Gift Shop	31

Over two thirds of respondents are positive about the provision of on-site parking.

Approximately half like the idea of a café and/or restaurant on site and 31% would visit a specialist gift shop. A café/restaurant is most appealing to those under 30 years.

Other facilities mentioned include:

Toilets	3%
Easy access	3%
A crèche/children’s area	3%
Wheel chair access	2%
User friendly place	2%
Comfortable seating	2%
Free entry	2%

Other mentions include: knowledgable guides; interactive displays; audio-visual centre.

Note that among those least in favour of the new Art Gallery over 50% would be encouraged to visit each of the following:

International exhibitions

Local exhibitions

Sculpture, photography, craft

Outdoor sculpture garden.

7. likelihood to visit the new art gallery

Likelihood To Visit

	Definitely	Probably	If exhib.	of interest	Unlikely	Definitely not
	%	%	%	%	%
Total sample	44	18	27	5	5
Age -
15-29	42	15	33	4	6
30-39	41	21	32	5	1
40-49	48	20	24	7	1
50-59	51	20	23	3	3
60+	41	17	24	5	14
Household income
<$20,000	45	15	23	5	12
$20,001-$30,000	41	17	33	5	4
$30,001-$40,000	44	18	31	5	2
$40,001-$50,000	50	26	15	4	4
$50,001-$60,000	39	11	29	14	7
>$60,000	54	17	29	-	-
Retired	33	25	27	6	8

A total of 44% of respondents claim they will definitely visit the new Art Gallery.

A further 18% claim they will probably visit the new Art Gallery, with a further 27% saying they will visit if an exhibition interests them.

Only 10% claim they will not visit the gallery.

Those most likely to definitely visit are:

Age 40-49 years	48%
Age 50-59 years	51%
Income $40,001-$50,000	50%
Income > $60,000	54%

Younger respondents (those aged 15-29 and 30-39 years), along with those in middle income categories will be most likely to visit to see an exhibition that interest them.

One quarter of those who do not support the proposal for a new gallery claim they will definitely/probably visit the gallery.

Christchurch Art Gallery ~ Media Releases index