S.W.O.T Analysis

Strengths

- Rotational international exhibitions.

- Increasingly intergrating sensory experiences into new exhibitions.

- Becoming more aware of millennial users and embracing change.

- Workshops and memberships invite wider community to network though not appealing to millennials.

- Changing the text on wall labels adjusting to more relatable language.

- Aware of different learning styles.

- A lot of resources available to the public.

Weaknesses

- Even though they have a lot of resources available to the public, they are not well known about.

- Most interactive elements within exhibition are limited to information telling rather than taking on a journey with user input.

- Long term exhibitions are stagnant.

- Tourist focused.

- No representation of local culture.

- More about generic New Zealand rather than actual representation of the people of New Zealand as a collective.

- Only the paid exhibitions are interesting to local millennials, though are put off by having to pay.

Opportunities

- Industry specialists such as geologists on site, this could be utilised to connect on a more personal level with users regarding education.

- Creating real time experiences that users can’t get from their computer. Such as immersive sensory experiences with hands on learning.

- Create a social hub that reflects the city it is in.

- Reflect the changing identity of New Zealand becoming more diverse.

- Raising awareness of current resources available to the public, taking hold of educational opportunities to branch out what Te Papa does.

- Creating a rotational, modular exhibition space for regular turn over for exhibitions that could then become packaged tours to move around the country and easily create an international feel.

- Extending their footprint out into the streets, taking Te Papa to the people.

Threats

- Changing diversity of New Zealand.

- Internet providing immediate information.

- Exhibitions are all about the past rather than the future, millennials are more interested in the current and future.

- Millennials dont like to pay for new content.

Te Papa - Goals

Te Papa - Key words, aims,  goals:

Research and notes from speaker in Te Papa

Current Vision:
Change – Hearts, Minds and Lives

Foucs on – Papatuanuku (mother earth), Tangata Whenua (People belonging to the land) and Tanagta Tiriti (People belonging to the land by right of the treaty)

Goals – Bicultural, User focused, Commercially focused and build great collections.

Want to:
- Develop programs that sustain connection and relationship.

- Preserve heritage, culture and environment.

- Get into communities

- External activations

- Fresh thinking and experiences

- Want to attract more New Zealander’s not just tourists

- Flexible exhibitions – modular – as a package that can go internationally.

- Empower youth – re-engage young people.

- Make current issues engaging – to get people to engage in debate.

- Make ideas accessible and engaging

Important:
- Discovery

- Surprise

- Engaging

- Sustain connection and relationship

- two way communication built on trust and transparency

Wider community:

Te papa's statement of intent 2014-2018

https://www.tepapa.govt.nz/SiteCollectionDocuments/AboutTePapa/LegislationAccountability/Te-Papa-Statement-of-Intent-2014-18.pdf

Place and Product

Place:

(location, place in market, placement inside building)

 

http://www.tepapa.govt.nz/SiteCollectionDocuments/AboutTePapa/LegislationAccountability/Briefing_to_the_Incoming_Minister-Dec-2011.pdf

Te Papas location in Wellington emphasises it as an iconic building. Located in central Wellington at the base of the city centre, along the iconic waterfront, it is easy to find as a local or visitor to Wellington. This building connects with its surrounding environment so it fits in well on the waterfront, as uses the view over the harbour to its advantage.

Te Papa is seen as iconic- being a tourist attraction that brings money into the economy. It is the most established and well-known museum in New Zealand.

Benchmarking with other museums in Australasia shows that Te Papa achieves a higher level of commercial revenues, and operates at a lower cost per visitor than its peers. Te Papa has a lot of public support and a high number of visitors.

Internationally Te Papa is highly regarded, particularly in regard to community focus, bicultural and innovative approach to museology. Te papa keeps international connections with international interns and international conferences and publications.

Placement inside Te Papa:

Lv 1 – (outdoor) Amphitheatre, fossil dig, cave, bush city

- (Indoor) café, Te Papa store, main entrance, Quake Braker, Car parking

Lv 2 – info desk, ICON function venue, foyer, story place, sounding theatre, Nature space, awesome forces, Mountains to sea­­

Lv 3 – blood earth fire
Lv 4 – Café, Maori exhibitions, Treaty of Waitangi, 20^th century aotearoa, gallery, special exhibitions gallery. NZ history – settlers, passports exhibition
Lv 5 - arts

Lv 6 – viewing terrace

http://www.tepapa.govt.nz/map/

Product (service):

Te Papa offers a variety of services:

Aim to develop programs that sustain connection and relationships.

Outreach:

- Support wide range of institutions. Support other museums and galleries –advice. loan programs, touring exhibitions.

- Support iwi and youth in the community – programs / workshops around interpretation of artwork and performance. Co-curated experiences.

- Education service

- Public events

- Visual arts programs – contemporary art – marketing strategies and incorporating social media.

- They have a functioning Marae – Te Marae

- Café – also provides play area for kids and alcohol.

- Products in the Te Papa store- New Zealand artists, authors and kids gifts. – Also have products related to exhibitions.

Exhibitions:

- International

- Temporary and permanent – some paid exhibitions some free.

- Art and history / artefacts

- Interactive / show – earthquake house and Golden Days.

- Quake Breaker - underground exhibition space outside Te Papa entrance.– illustrates how Te papa is earthquake safe – material and mechanic.

- Events / talks / tutorials / workshops / performance / film

- Guided tours - individual / small group or private tour – bi-lingual.

- Audio guides – bi-lingual.

 Kids Focus:

- Events – games/ stories / songs / arts and craft / activities / science and music.

- Short term and long term exhibitions

- The Discovery Centre (hands on)- games and books, explore, touch, play, ask questions, research and learn.

Friends of Te papa membership 

– exclusive events / exhibition previews / discounts.

Online programs and Collections Online

- accessible online database where you can source information on artworks, specimens, and objects from Te Papas collections, with images you can download and re-use.

Research library 

– reading rooms open to the public- files on artists, NZ, Maori and Pacific history, art, and photography and museum studies

Venues for hire 

– for special event – wedding, school ball, and Christmas parties. For business meetings, conference, product launch, trade shows. Along side this they offer Catering and support with event planning.

Competition

Museum search results from within Wellington City

Museum search results from the wider Wellington Region

In terms of out-of-town millennials, they are more and more willing to skip the more typical 'touristy' destinations in search of a more immersive experience into the culture of a place rather than the history. They are more likely to seek out connections with locals and would tend to hang out at places to meet other locals in their everyday environment such as bars, parks and other very social areas. There are also obviously still a lot of millennial tourists who enjoy going to these tourist destinations.

In terms of local millennials, they are much more likely to hang out in the city rather than go to museums and learn about things they have already learnt about at school.

With this information I feel that the biggest competition to Te Papa is:

• Bars and cafes
• Public areas
• Libraries
• The Internet

> Bars and cafes

Bars and cafes are perfect places for people (especially tourists) to go to experience the real culture and people of Wellington. Places like Rogue & Vagabond and Goldings perfectly capture the Wellington vibe and create a place where the culture and people come together almost on exhibition for people to see.

Coffee and lately craft beer are becoming a big part of Wellington's culture so bars and cafes are an obvious destination for a tourist or a local who wants to get away from the bustling city for a bit. They are also a great destination for people who feel like getting out of the house and doing something social on a typical wet, windy Wellington day.

> Public areas

Places where people can hang out for free and just walk around while taking in the feel of the city. Areas like the Waterfront, Oriental Parade and parks/gardens are very popular among tourists who might not necessarily want to spend money but still wants to experience the city and it's people. 

These places are also perfect for locals to hang out at; they are free and have lots of flexible space for users to do what they want with any size group. 

> Libraries

When people need information or to research books the library is the default. It is becoming less relevant with this internet orientated age but is still the best physical place to find information on anything you can think of. It may not be as fun, interactive or engaging as TePapa but it is reliable and you know it has information on whatever you need.

> The Internet (not a physical space)

This is a big one but is a place where people can find any information they need with pictures and anything else they want without even leaving the house. They can even look at exhibitions online to essentially learn everything that someone who has actually been to the exhibition would. This is a big point for Wellington as we have a lot of wet and windy weather where people don't really want to venture outdoors. The only drawbacks of the internet are the lack of the engaging, social element and the overload of false information that you have to wade through when looking for answers.

Macro Trends

Connection:
The rise of technology is causing people of today to be constantly surrounded with technology of some form. Technology is great for connecting people through text, phone, email and various forms of social media such as; Facebook, Twitter and Instagram. Current technology is utilising these platforms and interweaving it into everything to encourage users to connect with others instantly.

Transparency and Authenticity:
Consumers live in a technology driven word where information has the opportunity to be damaging and countless reviews and information can be accessed anywhere, at anytime. Consumers are more likely to trust other consumers rather than a large faceless company and as a result the new consumer has more power than ever before. Brands are being forced to become more honest and transparent in their process and practices.

Two-way dialogue:
Two-way dialogue has become a very large part of company’s development where they engage with their target audience. This happens mostly through social media and gives the user a voice to express their wants, needs and concerns. This has become a crucial part in encouraging interaction between companies and users and lets companies know what needs changing.

Provenance:
Provenance is a fairly new trend but is becoming increasingly more important to the user. People are becoming more interested and knowledgeable in how products/services are sourced and prepared. Users are more likely to support local, honest businesses using local resources than large corporations. Provenance portrays a sense of trust to the consumer who will in turn show loyalty.

Personalisation:
Personalisation is the difference between a giant corporate store that shows you a large range of generic products and a smaller store that considers your needs. Consumers are becoming more and more weary of this oversaturation of generic products and advertising and are turning to smaller, more personalised experiences where their needs are facilitated.

Alogorithmic Curation:
Systems such as Facebook are using algorithmic curation to curate all posted created in a users network to serve content it thinks you will engage most with. It determines what content should be displayed or hidden and how it should be presented to the audience.

Interactivite and Sensory Experiences:
Users are becoming more and more demanding for complete sensory experiences with everything they do. The world is constantly competing for users’ attention visually and acoustically through technology such as television, computers and handheld devices. Users are beginning to crave more tactility and more user-control. This is beginning to be implemented through a rise in more complete sensory experience design and new technology such as Augmented Reality.

Technology:

Incorporating more Technology

-       Mobile apps

-       Mobile activities.

- “The O” – idea of an app that you can use to view information on artworks without wall labels. Feedback = 70% preferred to wall labels and 80% said it enhance the experience. Looking to integrate a “guided tour” into the software.

ISO app designed to guide visitor through a space.

http://www.bookity.com/blog/technology_tuesday_theoatthemona/

Interactive digital media

- Active learning resource environments attract through engaging interactive experience.

- People like ‘hands on’ and more adventurous museums – about having fun as well as learning.

- Participation as well as listening – technology and innovative public programs.

- Being entertained and connected with, intellectually and emotionally.

- Online education and outreach – online learning (making use of internet)

- Video conferencing – open-ended dialogue to create active learning experience.

- Learning through play. Encouraging investigation, listening, designing, constructing and asking questions.

Examples: http://www.commarts.com/exhibit/cleveland-museum-art

Augmented reality
– Emerging technology that may inform emerging art practices all by encouraging public participation and engagement with art. Definition - a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.

- A museum used augmented reality to view famous stolen artworks in a gallery space : http://thecreatorsproject.vice.com/blog/this-museum-displays-stolen-artworks-in-augmented-reality

More interest in Contemporary art:
- Apposed to artefact, science and history.
Why? Its always changing, versatile, provides a platform for debate, intellectual discussion and interpretation. Rather than just facts and information.

Narratives:
– More contexts associated to object/artefact. Narratives are becoming more important than scholarly wall labels.

- Narratives incorporated in a way that’s interactive.

Macro trends within design practice:

http://www.wgsn.com/en/micro/Art_Dept/2013/Macro_ss15/pdfs/WGSN_SS15_MACRO_TRENDS.pdf

-       High definition – focus and intimacy –using technology to focus on an object or moment.

-       Poetic technology – injecting human qualities into the digital space. Poetic and emotive imagery. Local experience translated through design.

-       Sense of place – material realities, environments and capturing sounds, tastes, textures and emotions – physicality’s.

-       Narrative and story telling - The ideas of living forever – fictional narratives exploring future. - Re creating the pre historic helps identify possible designs for the future.