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ASTC Research Total On-site Attendance, 2002-2011

ASTC Research Total On-site Attendance, 2002-2011. Goal: To collect consistent long-term data and try to determine if there has been a clear upward or downward trend. 155 total respondents; 107 provided data for all 10 calendar years

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ASTC Research Total On-site Attendance, 2002-2011

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  1. ASTC ResearchTotal On-site Attendance, 2002-2011 • Goal: To collect consistent long-term data and try to determine if there has been a clear upward or downward trend. • 155 total respondents; 107 provided data for all 10 calendar years Full report is available at http://astc.org/about/pdf/ASTC10YearAttendance.pdf

  2. Possible contributing factors • Global economic crisis that began in 2008—Large centers are the only group that saw a significant decline during this time (perhaps due in part to higher ticket prices?) • Sharp increases at large centers from 2006 to 2008 may have been due in part to a high number of those centers hosting major blockbuster exhibitions, including BodyWorlds. • Expansions: a higher percentage of very small centers opened new buildings or major expansions in 2003, 2005, and 2006, which likely contributed to that groups sharp increase during those years.

  3. FACTORS AFFECTING ATTENDANCE AT SCIENCE CENTERS Charlie Trautmann Sciencenter, Ithaca, NY USA October 21, 2013

  4. A SIMPLE FRAMEWORK…1. Internal factors2. External factors

  5. INTERNAL FACTORS • What we can control (marketing mix) • Product (Quality, exhibits, service, etc.) • Promotion • Price • Place (?)

  6. EXTERNAL FACTORS • Things we can can’t control: • Demographics • Economy • Competition • “Black Swans”

  7. Example: Internal FactorTICKET PRICE INCREASES(ASTC Data)

  8. Example: External FactorTRENDS IN DEMOGRAPHIC DATA (US CENSUS)

  9. Under 5 Population: White vs. All Other TICKET PRICE INCREASES(ASTC Data) All Other White

  10. SUMMARY OF ATTENDANCE TRENDS • ACM museums: increasing • ASTC small: increasing slightly • ASTC large: decreasing

  11. A CALL TO ACTION:HOW SHOULD WE RESPOND???

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