It’s hard to be grateful for a crisis when you’re still grappling with the fallout. Like it or not COVID has changed the museum world, for now at least. In New Zealand and Australia our museum doors are open again, and slowly doors are opening in other places too, even if it is with some restrictions. So, life is getting back to normal - but is it?
In our previous newsletters I’ve mentioned a great source of data from Colleen Dilenschneider who has been releasing updated data on how museum audiences have been affected by COVID in terms of what will bring them back. There’s a useful article here, particularly for our USA readers.
A more interesting trend however, is the increase in LOCAL audiences. With the lack of international travel, locals are exploring their own country, and neighbourhoods with fervour.
Have you thought about what changes you should make when telling your stories for this audience?
Can you reflect your community’s voices in your stories?
Can you refresh constantly, to be fresh, and new and to stay relevant and encourage repeat visitation?
Can you use local languages, accents, and dialects?
This exhibition from the National Library of New Zealand does just that. It’s called “Precious” (pictured above) and it heroes a class of students from local schools, on a rotating basis. Each student brings in an item that is precious to them, and then records a video explaining why. I popped in the other day to see the latest school featured - and it was quite some time later before I realised I was now late for a meeting! Absolutely intriguingly cute stories told by the community, and constantly changing.
Of course, it’s powered by Curio, which makes updating the content a breeze.
I wondered too, if a similar exhibition could be staged, using objects your community found valuable during lockdown.
This new local audience is an opportunity to connect with perhaps our most important audience of all. The communities that make museums possible and needed.
I think we’re going to end up being very grateful for the “reset” that COVID has given us, and the chance to focus our attention on those nearest to us, who perhaps have been overlooked?