Incoming: Keep the Audiences Coming

Introduction; Audience surveys and visitor analysis have helped us to better serve our audiences. For our current show we are testing some new presentation methods to learn how to continue to improve audience satisfaction.

We have been making an effort in recent years to better understand and serve our visitors. We were not just interested in content and formative analysis. Rather, we wanted to learn how people felt about their entire visit. Museum visitor surveys, market analysis and focus group interviews are just some of the tools used to learn about our Denver audience. In addition to these surveys staff members were assigned into teams such as the "Dynamic Experiences Group" to identify visitor traits. The Museum is fortunate to have staff expertise to draw from including several full time evaluators.

The resulting collection of audience information has helped us to identify what kind of visitor experiences leave a good impression and which experiences are disappointing. We are not just interested in attracting new visitors. We wanted to know how to encourage more frequent repeat visits. Some specific recommendations have been made to help turn our infrequent visitors - attending only once every few years - into more frequent visitors. Once we understood what people wanted we were then able to do something about it.

We improved crowd management by offering shorter shows and scheduling them more frequently. We now offer more choices, six different shows throughout the day including at least one live startalk. We try to welcome visitors to the theater and make them feel more comfortable. We offer participatory and immersive experiences that are relevant and entertaining. We include local connections when possible and set the stage for unique and engaging activities. These changes seem to have improved things for both the staff and the audiences. But the affect of the admission changes have been quite significant. When we made the planetarium "free" with Museum admission we increased attendance by nearly 100%. Even when we offer more shows we often reach full capacity in the dome, Most, of this new audience was familiar with the museum but they had not been to the planetarium before. The Museum management acknowledged this popularity and introduced a radical change. We are closing the Planetarium in January 2000. But seriously this is good news. Our old theater can no longer keep up with this new challenge. We will be undergoing a complete renovation as well as adding over 25,000 square feet of "Space Science Exhibitions" Our marketing department suggested that we offer something popular and current for our final production, something with impact. We created "Incoming - Comets Meteors and Asteroids". It is a dynamic fast paced show, designed in 8 short modules. Each module has a distinct sound and theme such as "Hollywood" and "What to do if you see a Fireball". The modules are "stand alone", each one makes sense by itself yet when shown sequentially they flow well together. Live demonstrations are sometimes given during the show and we pulled out 60 seats to make room for a stage. Since the show is only 20 minutes in length it can be offered twice per hour during busy times. Incoming also refers to Colorado history giving it a local connection and experts from the Museum are even featured in interviews seen in the show. All of these design concepts are an evolution from previous work and testing. Before we close in January we will have tested version I and II of this show It is hoped that this information will be useful for the development of future programming. Version I is a traditional pre-recorded show and is identical every time it plays. Version II features a professional actor presenting the same script and the same pre-programmed visuals and sound effects exploding on the dome around them. I have found this live format to be particularly entertaining. The actors actually deliver a more enthusiastic and better synchronized performance than the pre-recorded version. This itself was a test of our four performers, even though it is fully scripted they enjoy giving the show. Conclusions We have found that Denver audiences like choices, convenient times, easy access, popular and meaningful content, entertaining and amazing sights and sounds, but most importantly they like to feel welcome and special. Preliminary results from audience surveys of Incoming have supported these assumptions but comments about the live version are more revealing. Our test results show a marked difference when a live actor gives a performance. Audiences respond by being more engaged and attentative, our performers report creating a personal relationship with the audience. Retention of content - such as what to do if you see a fireball - improved dramatically when presented live. With virtually no negative comments listed, positive comments include; feeling "lucky that they came to this show today, "That the Museum gave this show just for them. That they felt special because they could talk with the presenter after the show, and they were excited to share the experience with others. But most importantly THEY SAID THAT THEY WANT TO COME BACK!, I hope some of these ideas can help keep visitors coming into your theater.