a starman lands in chicago - agendacom.com · weekly dashboard david bowie is _ a bonus weekly...
TRANSCRIPT
A Starman Lands In Chicago09.23.14–01.04.15
St. VincentBobby ConnMichael Clark CompanyTodd HaynesSandy PowellSimon Critchley
“the most technologically advanced audiovisual exhibit in memory”
Chicago Sun-Times
“Nothing else happening in Chicago this fall matters”Chicago Reader
“a must see motherlode of a show”Chicago Sun-Times
“scores of moments that are just terrific”Chicago Tribune
What the press are saying...
150,000 VISITorS
oUr GoAL
To make David Bowie Is the most successful show in MCA’s history.
1. Bowie comes to Chicago, not just the MCA(Negotiating partnerships)
THE FUNDAMENTALS
2. How best to spend our marketing dollars?(Paid and owned media)
THE FUNDAMENTALS
Anticipation Building
(Jan-Jun)
Tickets On Sale (Jul-Sep)
Exhibition Opens
(Sep-Nov)
Final Push (Dec)
Consistent social media support via our owned channels
our Key Moments
Identifying our audience
Continuum of Curiosity Around Art and Culture
CulturalConsumers
Art Seekers
Art Professionals
‘Don’t care much about art’
‘Art is my life’
Key marketing partners
3. How do we build anticipation?(Earned media)
THE FUNDAMENTALS
Editorial/press coverageBowie 500
4. How do we make the show our own?(Creative advertising)
THE FUNDAMENTALS
https://vimeo.com/104147491
Sep 23 – Jan 4
DAVID BOWIE ISNOW
Exhibition organized by the Victoria and Albert Museum, London David Bowie, 1973. Photograph by Masayoshi Sukita. © Sukita / The David Bowie Archive
Sound experience by
Tickets on sale now
Exhibition organized by the Victoria and Albert Museum, London
Sound experience by
Presented by
Thompson Chicago, MCA Chicago’s Exclusive Hotel Partner
David Bowie, 1973. Photo: Masayoshi Sukita. © Sukita/The David Bowie Archive
ESCAPE THE CROWDSSEE BOWIE ON A WEEKDAY
For extended hours and tickets, visit mcachicago.org/bowie Closes Jan 4
Book your tickets now mcachicago.org/bowie
Open until 10 pm on FridaysCloses Jan 4
Sound experience by
Presented by
Thompson Chicago, MCA Chicago’s Exclusive Hotel Partner
Exhibition organized by the Victoria and Albert Museum, London
Promotional photograph of David Bowie for Diamond Dogs, 1974. Photo: Terry O’Neill. Image © Victoria and Albert Museum
DAVID BOWIE IS SELLING FASTDAVID
BOWIE IS
Sound experience by
Presented by
Exclusive Hotel Partner
Exhibition organized by the Victoria and Albert Museum, London
Book your tickets now Open until 10 pm on Fridays Closes Jan 4
David Bowie during the fi
lming of the Ashes
to A
shes video, 1980
Photo: Brian Duffy, Photo Duffy © Duffy Archive and the David Bowie Archive
SELLINGFAST
“This vibrant, thought-provoking show constantly reminds us how Bowie’s sense of transgressive discovery was beamed into the most ordinary places.” —The Telegraph, London
Photo collage of manipulated film stills from The Man Who Fell to Earth, 1975–6Design: David Bowie; film stills: David JamesCourtesy of the David Bowie ArchiveFilm stills © STUDIOCANAL Films Ltd. Image © V&A Images
Lead support for the Chicago presentation of the exhibition is provided by Kenneth and Anne Griffin, Andrea and Jim Gordon, Margot and George Greig, Cari and Michael Sacks, and Helen and Sam Zell.
DAVID BOWIE ISYOURS
OpensSep 23
Presented by Sound experience by Exhibition organized by the Victoria and Albert Museum, London
Tickets on sale now
Alts
Exterior Signage Projects1. Stair wrap (partial, TBD)2. Fourth floor visibility3. Plaza banner4. Modular digital displays5. Street banners (gold coast, mag mile)6. Chicago & Fairbanks intersection
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3
4
5
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...Going viral
Guerilla marketing campaign on social media leads to huge exposure –
• 101,368 Shares
5. How do we exceed visitor expectations?(The visitor experience)
THE FUNDAMENTALS
6. How do we handle an exhibition of this scale?(Internal process)
THE FUNDAMENTALS
Getting the right admission price
Total # of Visitors Per Day Museum Opens 9:30 AM 9:30 AM 9:30 AM 9:30 AM 8:30 AM 8:30 AM1st Rotation starts 10:00 AM 10:00 AM 10:00 AM 10:00 AM 9:00 AM 9:00 AMLast Rotation starts 3:00 PM 4:00 PM 6:00 PM 8:00 PM 4:00 PM 8:00 PMMuseum Closes 5:00 PM 6:00 PM 8:00 PM 10:00 PM 6:00 PM 10:00 PMMax # of Rotations 10 12 16 20 14 22
# of Visitors per Rotation 100
Max # of Visitors 1,000 1,200 1,600 2,000 1,400 2,200
# of Visitors per Rotation 125
Max # of Visitors 1,250 1,500 2,000 2,500 1,750 2,750
# of Visitors per Rotation 150
Max # of Visitors 1,500 1,800 2,400 3,000 2,100 3,300
Maximizing attendance
7. How do we know if we are sucessful?(Measuring success)
THE FUNDAMENTALS
Weekly dashboard
DAVID BOWIE IS _ A BONUS WEEKLY REPORT CONFIDENTIAL DOCUMENT: DO NOT DISTRIBUTE/COPY/PRINT
5-Jan-15GOAL 150,000
TOTAL SOLD 143,548 PERCENT OF GOAL 96%
Sold Last Week 3,576 Previous Week 16,130
Best Week (12/22-12/27) 16,130 Sold Yesterday 665
Day Before 798 Fri 801
Best Day (12/26) 3,140
-‐
- 200 400 600 800
1,000 1,200 1,400 1,600 1,800
Tick
ets
Sold
Ticket Sales by Location Walk Up Web
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Tick
ets
Sold
Totals to Date: Goal/Capacity/Actual Projected sales Capacity sales Actual sales
-
10,000
20,000
30,000
TUE WED THU FRI SAT SUN
Goal vs. Sales: Entire Exhibition by Day of Week Goal
Sold
- 3,000 6,000 9,000
12,000 15,000 18,000
9:00
-11:
00
11:3
0-1:
30
2:00
-4:0
0
4:30
-clo
se
9:00
-11:
00
11:3
0-1:
30
2:00
-4:0
0
4:30
-clo
se
9:00
-11:
00
11:3
0-1:
30
2:00
-4:0
0
4:30
-clo
se
9:00
-11:
00
11:3
0-1:
30
2:00
-4:0
0
4:30
-clo
se
9:00
-11:
00
11:3
0-1:
30
2:00
-4:0
0
4:30
-clo
se
SEP OCT NOV DEC JAN
Available vs. Sold by Time of Day Sold Available
4%
82%
3% 11%
Breakdown of Ticket Type
Comp
General Public
Discounted
Member
90%
9%
1%
Member Sales
Free
Full Price
Youth Price
0 250 500 750
1000 1250 1500 1750 2000 2250 2500 2750 3000 3250 3500
Tickets Sold Sold Adjusted Goal
Weekly dashboardDAVID BOWIE IS _ WEEKLY NUMBERS CONFIDENTIAL DOCUMENT: DO NOT DISTRIBUTE/COPY/PRINT22-Dec-14
Day Date Sold Sold
(to date) Goal
(to date) Date Day Adj. Goal Capacity Sold% of Adj
Goal% of Capacity Date Day
Adj. Goal Capacity Sold
% of Adj Goal
% of Capacity
GOAL 150,000 Tue 10/28 1,258 53,499 60,400 9/22 MON 1,125 1,125 1,089 97% 97% 11/16 SUN 2,028 2,250 1,849 91% 82%TOTAL SOLD 124,363 Wed 10/29 786 54,285 61,700 9/23 TUE 1,525 2,530 1,409 92% 56% 11/18 TUE 1,804 2,550 763 42% 30%
PERCENT OF GOAL 83% Thu 10/30 1,109 55,394 63,000 9/24 WED 825 1,525 519 63% 34% 11/19 WED 1,118 1,950 557 50% 29%Sold Last Week 13,132 Fri 10/31 1,107 56,501 64,300 9/25 THU 1,525 2,350 1,097 72% 47% 11/20 THU 1,845 2,550 804 44% 32%Previous Week 10,051 Sat 11/1 1,180 57,681 65,600 9/26 FRI 2,225 2,900 1,931 87% 67% 11/21 FRI 2,570 3,000 1,651 64% 55%
Best Week (12/15-12/21) 13,132 Sun 11/2 1,195 58,876 66,900 9/27 SAT 1,775 2,075 2,110 119% 102% 11/22 SAT 2,124 2,250 1,995 94% 89%Mon 11/3 453 59,329 68,200 9/28 SUN 1,775 2,075 2,042 115% 98% 11/23 SUN 2,135 2,250 1,744 82% 78%
Tickets Price Revenue Tue 11/4 1,455 60,784 69,500 9/30 TUE 1,525 2,530 1,112 73% 44% 11/25 TUE 1,899 2,550 1,434 76% 56%Comp 4,882 $0 Wed 11/5 1,006 61,790 70,800 10/1 WED 825 1,525 1,574 191% 103% 11/26 WED 1,188 1,950 1,544 130% 79%Comps 3091 $0 $0 Thu 11/6 1,084 62,874 72,100 10/2 THU 1,525 2,350 801 53% 34% 11/28 FRI 2,576 3,000 2,948 114% 98%Staff Tickets 1791 $0 $0 Fri 11/7 1,388 64,262 73,400 10/3 FRI 2,225 2,900 1,584 71% 55% 11/29 SAT 2,096 2,250 3,041 145% 135%
Sat 11/8 1,363 65,625 74,700 10/4 SAT 1,775 2,075 2,317 131% 112% 11/30 SUN 2,110 2,250 1,677 79% 75%General Public 102,350 $2,503,858 Sun 11/9 1,263 66,888 76,000 10/5 SUN 1,775 2,075 1,885 106% 91% 12/2 TUE 1,894 2,550 910 48% 36%Super Fan 169 $100 $16,900 Mon 11/10 593 67,481 77,300 10/7 TUE 1,525 2,530 1,094 72% 43% 12/3 WED 1,211 1,950 735 61% 38%Full Price 96911 $25 $2,422,775 Tue 11/11 1,495 68,976 78,600 10/8 WED 825 1,525 625 76% 41% 12/4 THU 1,955 2,550 758 39% 30%Group 2007 $23 $45,158 Wed 11/12 1,012 69,988 79,900 10/9 THU 1,525 2,350 815 53% 35% 12/5 FRI 2,705 3,000 1,421 53% 47%Youth 1900 $10 $19,000 Thu 11/13 1,261 71,249 81,200 10/10 FRI 2,225 2,900 1,588 71% 55% 12/6 SAT 2,245 2,250 2,495 111% 111%Child 1362 $0 $0 Fri 11/14 1,726 72,975 82,500 10/11 SAT 1,775 2,075 2,143 121% 103% 12/7 SUN 2,266 2,250 1,752 77% 78%Discounted 3,634 $56,215 Sat 11/15 1,230 74,205 83,800 10/12 SUN 1,775 2,075 1,730 97% 83% 12/9 TUE 2,056 2,550 1,137 55% 45%Museum Prof 274 $15 $4,110 Sun 11/16 1,251 75,456 85,100 10/14 TUE 1,525 2,530 1,148 75% 45% 12/10 WED 1,387 1,950 700 50% 36%Student 2965 $15 $44,475 Mon 11/17 554 76,010 86,400 10/15 WED 825 1,525 689 84% 45% 12/11 THU 2,150 2,550 847 39% 33%CUSP Discount 15 $20 $300 Tue 11/18 1,146 77,156 87,700 10/16 THU 1,525 2,350 856 56% 36% 12/12 FRI 2,908 3,000 1,745 60% 58%Halloween 37 $20 $740 Wed 11/19 989 78,145 89,000 10/17 FRI 2,225 2,900 1,456 65% 50% 12/13 SAT 2,444 2,250 2,700 110% 120%Reggies Half Price 36 $13 $450 Thu 11/20 1,162 79,307 90,300 10/18 SAT 1,775 2,075 2,237 126% 108% 12/14 SUN 2,474 2,250 1,937 78% 86%Special Exhibition $20 100 $20 $2,000 Fri 11/21 1,450 80,757 91,600 10/19 SUN 1,775 2,075 1,866 105% 90% 12/16 TUE 2,270 2,550 1,492 66% 59%Special Exhibition 20 promo 107 $20 $2,140 Sat 11/22 1,240 81,997 92,900 10/21 TUE 1,525 2,530 954 63% 38% 12/17 WED 1,614 1,950 907 56% 47%Special Exhibition Concierge 100 $20 $2,000 Sun 11/23 1,330 83,327 94,200 10/22 WED 825 1,525 642 78% 42% 12/18 THU 2,383 2,550 1,348 57% 53%
Mon 11/24 636 83,963 95,500 10/23 THU 1,525 2,350 910 60% 39% 12/19 FRI 3,171 3,000 1,942 61% 65%Member 13,497 $33,500 Tue 11/25 1,755 85,718 96,800 10/24 FRI 1,090 1,800 959 88% 53% 12/20 SAT 2,721 2,250 2,721 100% 121%Member Free 11909 $0 $0 Wed 11/26 1,309 87,027 98,100 10/25 SAT 1,860 2,075 2,193 118% 106% 12/21 SUN 2,760 2,250 2,284 83% 102%Member Full Price 1262 $25 $31,550 Thu 11/27 514 87,541 99,400 10/26 SUN 1,866 2,075 1,524 82% 73% 12/23 TUE 2,609 2,550 2,045 78% 80%Member Youth 195 $10 $1,950 Fri 11/28 1,916 89,457 100,700 10/28 TUE 1,627 2,530 949 58% 38% 12/24 WED 1,909 1,950 747 39% 38%Member Child 131 $0 $0 Sat 11/29 1,530 90,987 102,000 10/29 WED 933 1,525 598 64% 39% 12/26 FRI 3,309 3,000 1,769 53% 59%
Sun 11/30 1,093 92,080 103,300 10/30 THU 1,648 2,350 805 49% 34% 12/27 SAT 2,859 2,250 1,277 45% 57%TOTAL TICKETS 124,363 $2,593,573 Mon 12/1 579 92,659 104,600 10/31 FRI 2,372 2,900 1,076 45% 37% 12/28 SUN 2,859 2,250 1,128 39% 50%
Tue 12/2 1,382 94,041 105,900 11/1 SAT 1,922 2,250 1,908 99% 85% 12/30 TUE 2,609 2,550 1,575 60% 62%Location of Ticket Sales Wed 12/3 1,194 95,235 107,200 11/2 SUN 1,924 2,250 1,799 93% 80% 12/31 WED 1,909 1,950 443 23% 23%Web 57,768 Thu 12/4 1,269 96,504 108,500 11/4 TUE 1,689 2,550 916 54% 36% 1/2 FRI 3,309 3,000 1,065 32% 36%Phone/Walkups 66,595 Fri 12/5 1,566 98,070 109,800 11/5 WED 997 1,950 589 59% 30% 1/3 SAT 2,859 2,250 921 32% 41%
Sat 12/6 1,473 99,543 111,100 11/6 THU 1,715 2,550 819 48% 32% 1/4 SUN 2,859 2,250 418 15% 19%% of % of Sun 12/7 1,358 100,901 112,400 11/7 FRI 2,437 3,000 1,370 56% 46%
Budget Capacity Sold Budget Cap Mon 12/8 663 101,564 113,700 11/8 SAT 1,979 2,250 2,378 120% 106%SEP 12,300 17,110 11,309 92% 66% Tue 12/9 1,615 103,179 115,000 11/9 SUN 1,973 2,250 2,239 113% 100%OCT 41,950 59,495 35,018 83% 59% Wed 12/10 1,300 104,479 116,300 11/11 TUE 1,731 2,550 1,373 79% 54%NOV 40,625 60,150 38,828 96% 65% Thu 12/11 1,575 106,054 117,600 11/12 WED 1,040 1,950 620 60% 32%DEC 39,425 60,150 36,815 93% 61% Fri 12/12 1,832 107,886 118,900 11/13 THU 1,762 2,550 814 46% 32%JAN 5,775 7,500 2,404 42% 32% Sat 12/13 1,684 109,570 120,201 11/14 FRI 2,480 3,000 1,670 67% 56%
Totals 140,075 204,405 124,374 89% 61% Sun 12/14 1,382 110,952 121,501 11/15 SAT 2,023 2,250 2,326 115% 103%
What we measured...
•Attendance•Revenue goals•Audience demographics•The Experience•Marketing effectiveness•Web activity•Membership
Example of what it looked like:
Audience Demographics
Key Takeaway: We were surprised to see a similar cross-‐sec7on of the US reflected in the data. Learning: People are willing to travel for content they are interested in.
Metric Goal Benchmarks Timeframe(s) of data collec7on and repor7ng
Methodology Accountable Team(s)
Outcome
Audience Demographics
Broaden our visitor demographics during Bowie and increase % of first 7me visitors
2008-‐2014 visitor demographics
• Collect visitor demographics during Genzken
• Collect visitor demographics during Bowie
• Volunteers used paper surveys to intercept visitors at key points (coat check, 1st floor lobby, etc)
Visitor Services Social
Learning about whether gateway shows aUract new audiences
Genzken Bowie
•193,709 came to the MCA during David Bowie•Highest attended day saw 4,431 visitors•Bowie was our most highely attended show in
our 47-year history
THE rESULTS
WHAT DID WE LEArN... from a communications/marketing perspective?
“The New Normal”
• Weekly attendance dashboard can help optimise messaging
• Partnerships expand our reach – get the city involved as much as possible
• Focus marketing spend across fewer media partners to maximum impact
• Push ‘buy now/see our website’ messages on all vehicles
• Create spaces for people to share their experience
• Don’t depend on pre-sales – most buy a few days before visit
• Weekends over/midweek under – push to quieter times early on
