Historic Landscape Presentation Cheekwood

Information about Historic Landscape Presentation Cheekwood

Published on October 22, 2014

Author: csimkovich

Source: authorstream.com

Content

GAINING SUPPORT FOR THE GARDEN AS A CRITICAL FACET OF A HISTORIC PROPERTY Cheekwood’s Market Research: GAINING SUPPORT FOR THE GARDEN AS A CRITICAL FACET OF A HISTORIC PROPERTY Cheekwood’s Market Research APGA Historic Landscapes Symposium Winterthur October 16, 2014 Research Purpose: Research Purpose The overall purpose of this research was to gather feedback from key audiences in order to assist Cheekwood in creating a 5-10 year strategic plan that will generate stronger revenue streams and move Cheekwood forward in 2011 and beyond. Cheekwood commissioned Prince Market Research (PMR), an independent market research company headquartered in Nashville, to conduct this research initiative. Research Methodology: Research Methodology Working together, PMR and Cheekwood developed a Research Plan that included the following: In-depth Interviews (IDIs) with Civic Leaders Traditional Focus Groups (FGs) with Existing Members and the General Public Experiential Focus Groups (FGs) with New Members and Chihuly Visitors Online survey with Existing Members, New Members, Chihuly Visitors and the General Public—to validate key themes from the Focus Groups & Interviews Respondent Profile: Respondent Profile Existing Members : Age 45 or older: 86% Employed full or part-time: 53% At least a College Degree: 85% HHI of $100,000+: 60% New Members : Age 45 or older: 63% Employed full or part-time: 71% At least a College Degree: 80% HHI of $100,000+: 41% Chihuly Visitors : Age 45 or older: 46% Employed full or part-time: 81% At least a College Degree: 75% HHI of $100,000+: 34% General Public : Age 45 or older: 44% Employed full or part-time: 77% At least a College Degree: 60% HHI of $100,000+: 23% Methodology: Individual Interviews: Methodology: Individual Interviews During the week of February 21 st , 2011 , PMR conducted a total of 9 in-depth interviews with Civic Leaders, using a list provided by Cheekwood . Five interviews were conducted in-person ; 4 over the phone . All interviews were conducted by Ms. Pat Snyder, using an Interview Guide that was developed and approved by both PMR and Cheekwood . Respondents were promised confidentiality. Cheekwood was revealed as the sponsor of the research. No incentive was provided for participation. Methodology: Focus Groups: Methodology: Focus Groups All 4 focus groups were held on-site at Cheekwood in Botanic Hall. During the experiential groups , participants took an hour-long tour of the grounds. As incentives, Members were given a $25 gift card to the Gift Shop; Non-Members were given $75. All groups were led by Ms. Pat Snyder, using a Guide approved by both PMR and Cheekwood. Total= 37 participants Methodology: Online Survey: Methodology: Online Survey Using the insights generated from the IDIs and the FGs, Cheekwood and PMR agreed to conduct an online survey as the final phase of research. Working together, Cheekwood and PMR developed a survey consisting of 30 questions . During the period March 17 th through March 28 th , 2011 , PMR programmed, launched and monitored an online survey process with four audiences. Overall, PMR received a total of 1,060 completed surveys . Five $50 Visa gift cards were offered as an incentive for participation. Cheekwood was revealed as the sponsor of the research. Existing Member New Member Chihuly Visitor General Public Completes: 208 206 226 420 Margin of Error: +/-7% +/-7% +/-7% +/-5% Overall Sample: 1,060 What brings people to Cheekwood?: What brings people to Cheekwood ? Civic leaders define Cheekwood’s uniqueness as its greatest strength.: Civic leaders define Cheekwood’s uniqueness as its greatest strength. “ Cheekwood is a landlocked beach that allows people to walk out problems through walking or sitting in the gardens or museum. You go to Cheekwood to feel good.” “ Cheekwood is unique when you look at the whole – art, gardens, mansion. Use art to bring people to the gardens, and use gardens to bring people to the art.” “Biggest strength is its uniqueness- it is one of very few places with a gardens and historic home. Longwood Gardens and DuPont Place [are the] only other two I can think of. That should be emphasized.” “Strengths are the gardens and the amount of ground they have to display large exhibits like the trains and Chihuly .” In addition to Outdoors and Gardens, visitors say Cheekwood is peaceful, safe, and unique.: Unique Gardens Outdoors Safe In addition to Outdoors and Gardens , visitors say Cheekwood is peaceful , safe , and unique . Peaceful Members visit Cheekwood for several reasons, with the Gardens being the strongest draw.: Existing Member To visit the gardens For which of the following, do you typically visit Cheekwood ? To bring guests To see an art exhibit To visit the historic home New Members To eat at the restaurant To visit the gift shop To attend outdoor concert Members visit Cheekwood for several reasons, with the Gardens being the strongest draw. The number one reason Non-Members are coming to Cheekwood is to visit the gardens. : Chihuly Visitor To visit the gardens Why have you visited Cheekwood before? To bring guests To see an art exhibit To visit the historic home General Public The number one reason Non-Members are coming to Cheekwood is to visit the gardens. All types of respondents are most likely to come to Cheekwood for the Botanical Gardens.: All types of respondents are most likely to come to Cheekwood for the Botanical Gardens . Of these four types of offerings, which would you be most likely to come to Cheekwood for? Which would be second ? ( Chart reflects 1 st + 2 nd response.) Slide highlights findings from the online survey. What brings people to Cheekwood? The Gardens: What brings people to Cheekwood ? The Gardens What Potential Activities are appealing?: What Potential Activities are appealing? Among ideas rated by FG participants, the general theme was around Outdoor Activities. : Among ideas rated by FG participants, the general theme was around Outdoor Activities . Members also expressed interest in the following potential offerings: Specialty Gardens Sculpture throughout the Gardens Extended hours Multi-week Floral Festivals “Green” initiatives Non-Members also expressed interest in the following potential offerings: Extended hours Seasonal festivals with Family-Specific Programs Outdoor light show during the Christmas holiday The most popular potential offering tested, for both Members and Non-Members alike, was Outdoor Concerts . Fast Forward: Fast Forward Cheekwood’s strategic plan is built on a foundation of statistically significant research that identified and crystallized a commitment to utilize our strengths and, ultimately, focus on Cheekwood’s Garden. Our vision is upheld by three strategic pillars Strategic Pillars: Strategic Pillars Establish the Garden as Cheekwood’s key asset to differentiate it among Nashville cultural sites and distinguish it as one of the country’s most beautiful gardens. Educate visitors and the Nashville community of Cheekwood’s distinction as one of the country’s finest American Country Place Era estates and the need to financially support this nationally significant treasure. Establish the presentation of art in the Garden as Cheekwood’s focus and differentiating characteristic among Nashville arts organizations. THANK YOU!: THANK YOU! Patrick S. Larkin, Senior Vice President of Gardens & Facilities Cheekwood [email protected] 615-353-6961

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