Visitor Research
Quarter ending
30 June 2004
Many Strutts Make Art Work
3 April – 30 May 2004
Minds Eye
3 April – 30 May 2004
Holy Holy Holy
5 June – 30 June 2004
Variations in a Serious Black Dress
5 June – 30 June 2004
Pegging Out
5 June – 30 June 2004
Hazelhurst Regional Gallery & Arts Centre
Visitor Research
THE QUARTER IN REVIEW
April – June 2004
Introduction
This report provides an overview of the past quarter, documenting the findings of the visitor
research undertaken during the months of April, May and June 2004. During the quarter four
exhibitions have been presented in the Regional Gallery, with Pegging Out installed in the
Hazelhurst garden.
The analysis reflects visitor profiles and media habits, views on exhibitions, motivations for
visiting Hazelhurst, frequency of visits and levels of satisfaction with Hazelhurst facilities
generally.
Visitor Attendances
During the June quarter, Hazelhurst Regional Gallery & Arts Centre played host to
36,137 visitors, a decline of 3,777 visitors on the previous quarter’s attendance figures. In
assessing this result, it must be borne in mind that it would have been difficult to emulate
previous quarter figures, which had been the highest in twelve months due to the heightened
interest in the exhibition ARTEXPRESS. The decline in numbers is also evident in Regional
Gallery visitations for the quarter (8,265), which dropped by 2,186 visitors since last quarter.
However, the visits were consistent throughout the quarter, averaging 2,755 per month
indicating no preference for any specific exhibition.
A detailed breakdown of visitor numbers is attached (Refer Attachment A).
Whilst there has been a decrease in visitations this quarter, it must also be remembered that
the estimation of visitor numbers is not definitive, and is a conservative estimation, as precise
calculation of visitor numbers is impossible with the current system of volunteers manually
recording numbers on a calendar daily. As there are occasions, when volunteer desk staff
may be busy or absent - assisting with visitor enquiries, merchandise, purchases, conducting
guided tours etc, visits may (and do) go by unrecorded, thereby reducing validity of data
collected.
The majority of visitors to Hazelhurst (40%) came to view exhibitions or on the
recommendation of family and friends (27%). Many also come to enjoy the Café offerings
(18%). It must be noted that for the purpose of data collection, Café visits have been
assumed to be exclusive. However, in reality we acknowledge that many visitors to the Café
will also view the exhibitions while at Hazelhurst, and vice versa. Whilst we are uncertain as
to the percentage of visitors who undertake both, a reasonable assumption of 30% will
reduce total visitor attendances for the quarter to a more conservative 31,097.
During the quarter, the two exhibitions Many Strutts Make Art Work and Mind’s Eye
attracted 5,386 people during the exhibition period. The following two exhibitions in the
Regional Gallery Holy Holy Holy and Variations in a Serious Black Dress and Pegging
Out in the Hazelhurst Garden from 5 June attracted a considerable audience of 2,258.
An important facet of Hazelhurst is the Arts Centre, which provided 60 courses to 603
students over the quarter, and Holiday Workshops to 332 children. These statistics
include 8 Master Classes attended by 77 students. A detailed breakdown of visits is
attached (refer Attachment A).
In the past three months, Hazelhurst has continued to attract new and seldom art gallery
visitors (23%), with 20% citing their visit as the first to Hazelhurst. This is a decrease of
14% on the previous quarter, when ARTEXPRESS attracted uncharacteristic new audiences.
At the same time, Hazelhurst continues to retain loyal patronage, with 53% of visitors
attending more than four times in the past year, highlighting our success in continuing to
maintain visitor interest in the facilities.
The Exhibitions
Visitors’ comments regarding the exhibitions have been predominantly favourable overall,
with 48% of respondents rating the Regional Gallery exhibitions as “excellent”, (29%
“very good”), and 40% rating the Community Gallery exhibitions as "excellent “ (32%
“very good”). It can be said that over three quarters of visitors to the Regional and
Community galleries were very satisfied with the exhibition program presented in the past
quarter. Asked what visual arts and crafts they most enjoy, visitors responded with paintings
(60%), drawings (43%), sculpture (37%), photography (36%) and ceramics (25%).
Further comments are appended (refer Attachment B).
The positive response to exhibitions is also continued through to high ratings for service
provided by the Information Desk (80%) and the Regional Gallery reception (81%).
Audience Profile
The typical Hazelhurst visitor continues to be female (81%), Australian born (100%), aged
between 35 – 65 years (64%) and working either full time (29%) or part time (32%). She lives
in the Sutherland Shire (60%), has tertiary qualifications (76%) and mainly watches ABC TV
(63%), SBS (25%) or PAY TV (4%). The main newspapers read are The St George &
Sutherland Shire Leader (54%) and the Saturday edition of the Sydney Morning Herald
(48%).
The typical visitor comes to Hazelhurst with another person (38%) and usually stays more
than two hours (37%). Visitation times are fairly constant throughout the day although lower
in the morning and afternoon - 48% visited between 12 noon – 2pm during this quarter.
In the past twelve months, visitors have entertained themselves by attending the movies
(84%), a public art gallery (64%), a museum (55%) or a festival event.
Visitors expressed interest in attending future events such as Arts & Crafts markets (56%),
music concerts (48%) and outdoor cinema (45%).
Hazelhurst Café
The Hazelhurst Café has created a destination venue for a social gathering of customers,
(16%) largely local, who decide to visit Hazelhurst for this main reason.
During the June quarter 84% of customers were ‘very satisfied’ (51%) or ‘satisfied’ (33%)
with the Café food. Ratings for the Café service scored similarly, with 78% of customers
stating they were ‘very satisfied’ (38%) or ‘satisfied’ (40%) with the service. Pleasingly, there
was a decline in dissatisfaction with service this quarter from 14% to 6%.
Merchandise
Merchandise items most favoured for purchase are ceramics/pottery (50%), Art picture books
(34%), jewellery (30%) and children’s art books and toys (24%).The items visitors were least
likely to buy are hats, wallets/purses, beach towels and keyrings.
Conclusion
The research findings for the past quarter indicate a return to usual visitation levels following
last quarter’s rise due to the presentation of two Higher School Certificate student exhibitions
Art Rules IV and ARTEXPRESS. Although this quarter’s visitation figures appear low, they
are in line with previous quarter results. Historically, the June quarter consistently records the
lowest visitation levels each financial year, as experienced over the past three years.
The main findings and implications follow:

The majority of visitors to Hazelhurst are regular art gallery “goers” i.e. they have visited
an art gallery more than four times in the past twelve months. However, half of this group
have only just visited Hazelhurst for the first time confirming our success in continuing to
attract new audiences and deferring stagnation.

With further public programs and special events being developed, we hope to attract a
wider audience, particularly the non regular art gallery “goer”, and those currently under
represented amongst our audiences i.e. males; persons aged below 35, particularly
youth; and those located in the greater southern Sydney area. Such events should also
serve to increase attendance by the loyal patrons.

A strong proportion of visitors have been to Hazelhurst more than five times (43%),
highlighting the continuation of a loyal following - the result of successful programming to
date retaining interest in facilities. It is evident that there are still opportunities for growth
in the marketplace. Continuation of diverse programming that continues to cater to the
needs of the community should ensure continuation and ongoing development of positive
trends featured over the past quarter and year.

The majority of visitors continue to be drawn from the Sutherland Shire suggesting
growth opportunities in the St George area (14%) and beyond. Visitations from elsewhere
in NSW/Australia suggest marketing activities have been successful in increasing
awareness of facilities (26%).
July 2004