New figures have revealed Newcastle Museum has one of the youngest visitor demographics of any museum in Australia, with around 20% of its visitors aged under 25.
The youth market has surged significantly since the Museum opened its doors at Honeysuckle 15 years ago today, with just 6% of visitors falling into the 16-24 age bracket at that time.
City of Newcastle Museum Archive Libraries and Learning Director, Julie Baird, who is also President of the Australian Museum & Galleries Association, said it was important to appeal across all generations.
“Newcastle Museum is committed to telling the stories of ordinary and extraordinary Novocastrians through our collections, exhibitions and audience engagement – this is who we are, where we’ve come from and where we’re going,” Ms Baird said.
“Our programming doesn’t just tap into the nostalgia of older generations but holds a mirror up to society across a spectrum of topics and ideas.
“We want to see people of all ages coming through our doors and have been strategic about what we offer to encourage growth in multiple age groups, from teen-led takeovers of the Museum after hours to exhibitions and programs for broad tastes and age ranges.
“Family groups with young children also continue to be a mainstay of our visitor profile, ensuring intergenerational experiences are an important part of what we offer here at the Museum.
“We are proud to be celebrating 15 years at this site, creating an inclusive and accessible space that educates, entertains and benefits the community in so many ways.”
Almost 2.3 million people have visited Newcastle Museum since the former Railway Workshops at Honeysuckle were transformed into a state-of-the-art cultural facility in 2011.
Last year saw Newcastle Museum record its second highest audience numbers since the move, with just over 188,000 visitors. The Museum is on track for more of the same this year with over 97,000 people coming through its doors by the end of July.
Ms Baird said upgrading and expanding the Museum at Honeysuckle saw it become a cornerstone of the wider Civic cultural precinct and a key tourist attraction for Newcastle.
“Newcastle Museum is a vehicle for celebrating our city and sharing its stories, not just with the local community but with tens of thousands of visitors to our region ever year,” Ms Baird said.
“It has evolved over the years to play an increasingly significant role in the city’s tourism offering, with around 65% of our audience now coming from outside the Hunter Region compared to just 27% 15 years ago.
“We rely heavily on our annual visitor evaluation survey to guide what decisions we make and what we do.
“This year Newcastle Museum achieved a satisfaction rate of 96%, with one of the highest visitation rates per capita in Australia.
“These are the numbers that matter because people vote with their feet. We look forward to welcoming them into this space for decades to come.”
In the past 15 years, Newcastle Museum has welcomed 2,298,252 visitors, accepted over 3,000 object donations, won 24 state and national awards including an international Best in Heritage award from the International Congress of Museums and an AMAGA award for the best exhibition in Australia, and displayed 98 exhibitions across a diverse range of topic areas.
