Crystal Bridges & the Momentary
2022
Research & Evaluation Department | research@CrystalBridges.org
Crystal Bridges Audience Experience | 1 Crystal Bridges Audience Demographics | 3 Crystal Bridges Audience Motivations | 5 Momentary Audience Experience | 7 Momentary Audience Demographics | 9 Momentary Audience Motivations | 12 Demographic Comparison | 14 About this study | 15
AUDIENCE REPORT
IN THIS REPORT
Crystal Bridges Audience | 2022 Experience
Net Promoter Score 90
Overall Experience Rating
The full rating scale is Poor, Fair, Good, Excellent, Outstanding.
“I think the variety of art is what amazes me. You have architectural, modern, contemporary, American, sculptural, nature based art, cultural justice. The variety and depth really struck me.”
“Loved the art, the grounds, the staff and the total ambiance.”
Experience Ratings (0-10 scale)
Educational Quality
Crystal Bridges provided a high quality educational experience.
Value for Cost
Crystal Bridges provided a good value for the cost of the experience.
Staff Helpfulness
The staff members were helpful.
Restaurant Experience
I was pleased with my overall café/restaurant experience.
Museum Store Experience
I was pleased with my experience in the museum store.
Restroom Cleanliness
The restrooms were clean.
Wayfinding
It was easy to find my way around.
Welcoming
I felt welcomed at Crystal Bridges today.
COVID safety
Crystal Bridges took the proper precautions to keep guests healthy amidst COVID-19.
9.5 9.1 9.4 9.8 9.8 9.5
9.7
9.5
9.9
67% 28% 5% outstanding
91% 8% 1% promoter 2022 Net Promoter Score of all COVES Art Institutions
VISITOR QUOTES Passive Detractor excellent good 1 Statistically higher than last year Statistically lower
last
2021 rating: 9.2 2021 rating: 9.1 2021 rating: 9.7 Research & Evaluation Department | research@CrystalBridges.org FIELDWIDE COMPARISON Statistically
73.4
than
year
similar to 2021 ( 87)
Temporary Exhibitions
The Dirty South
Experience
74+36+41+32+272520
Fashioning America
Overall Experience Rating
“The Dirty South was extraordinary including the performances. I was inspired to create art and deeply touched by the film by Arthur Jafa which I feel is worthy of an Oscar.”
Quotes
“I loved the Fashion exhibit and the American take on this and all exhibits here.”
65+35 67+33
Mar 12–July 25, 2022
Awareness outstanding 56% 29% 2% 12% 1% outstanding The full rating scale is Poor, Fair, Good, Excellent, Outstanding. When did you find out about this exhibition? Crystal Bridges Audience | 2022 Experience excellent good 6% fair 3% excellent good poor fair 67% I Knew Before I Arrived I Found Out When I Arrived 33% 65% I Knew Before I Arrived I Found Out When I Arrived 35% Permanent Collection Temporary Exhibition Museum Store Trails Eleven FLW House Coffee Bar 64% Just wanted to visit in general There was something specific I was hoping to see 64+ 36
36%
they
their visit?
32% of those who came to see something specific were coming to see the temporary exhibition 74% 36% 41% 32% 27% 25% 20% 2 2021: 23% Research & Evaluation Department | research@CrystalBridges.org
What did
do on
Motivation
2022 Audience Demographics
• Most Crystal Bridges guests had been to the museum before (54%) and were nonmembers (89%).
• Almost one-third (31%) were from Northwest Arkansas, and a bit more than one-third (36%) were from a state that touches Arkansas.
• Almost one-quarter (24%) identified as Black, Indigenous, or a Person of Color (BIPOC).
• Guests ages increased since last year. Older age brackets are almost back to pre-pandemic levels.
Statically older than 2021
12+17+16+16+13+26
16+18+15+12+16+23
Never Within the Past 3 Months 3-6 Months Ago 6 Months - Within the Year 1-2 Years Ago 2-5 Years Ago 5-10 Years Ago More than 10 Years Ago 46+15+9+5+12+9+4+1 46% 15% 9% 5% 12% 9% 4% <1 White Hispanic or Latinx Asian or Asian American Black or African American Am. Indian or Alaskan Native Prefer to Self Describe Native Hawaiian or Pacific Islander 84+10+5+4+5+2+1 84% 10% 4% 5% 2% 5% Crystal Bridges & Momentary Member Crystal Bridges Member Momentary Member Not a Member of Either 2+10+1+88 3% 8% <1% 89% Touch County AR, Remainder Touch State National, Remainder 311136+2231% 11% 36% 22% Zip Code Membership Last Visit 1%
Crystal Bridges Audience | 2022 Demographics
Race/Ethnicity Reframed (2021 NWA census: 76% white, not Hispanic) Race/Ethnicity (Select all that apply) Age 18-24 Age
Age
Age
Age
Age 65+ White BIPOC 76+24 12% 76% 24% 17% 16% 16% 13% 26% 16% 18% 15% 12% 16% 23% Median age 47
Adult Age
25-34
35-44
45-54
55-64
3
age Age 0–3 Age 4–7 Age 8–12 Age 13–17 12+19+36+33 12% 19% 36% 33% 54% were repeat visitors Research & Evaluation Department | research@CrystalBridges.org
Child
2022 Audience Demographics
• Crystal Bridges onsite audiences overrepresent high education and income brackets compared to the census. 2022 guests had higher education and income levels when compared to 2021.
• The majority of adults were women (62%) and spoke only English. 11% of respondents identified as LGBTQ+ and 10% reported they or someone in their group had a disability.
• 22% of respondents brought children with them, who were mostly girls and over age 8.
6+13+6+38+24+13 96+1+3 96% 1% 3% Language 5% speak 2+ languages English Only Spanish Only English and Spanish Permanent or Temporary Disability Reporting a disability Not reporting a disability +10+90 90% 10% LGBTQ+ Yes No Not sure or questioning 11+97+2 11% 87% 2%
Income Under $25,000 $25,000–$49,999 $50,000–$74,999 $75,000–$99,999 $100,000–$149,999 $150,000–$199,999 $200,000–$249,999 $250,000–$300,000 More than $300,000 6+13+16+16+17+12+8+5+7 6% 13% 16% 16% 17% 12% 8% 5% 7% Education Level High School or Less Some College/Vocational Associate’s Bachelor’s Master’s Beyond Master’s 5% 11% 6% 28% 22% 40% 22% 16% Crystal Bridges Audience | 2022 Demographics Under 30 min 30–60 min 1–2 hrs 2–3 hrs 3–4 hrs 4+ hrs 2+5+34+34+15+10 2% 5% 34% 34% 15% 10%
of visit Average visit 2 hr 20 min 22% Gender of Adults Woman Man Non-binary 62+36+2+0 36% 62% 2% Gender of Children Girl Boy Non-binary 59+39+2+ 39% 59% 2% of groups included kids 4
Household
Length
Research & Evaluation Department | research@CrystalBridges.org
Statistically
Under 4-year
2022
26% 19% Statistically
Under $50K 2022
lower
degree
2021
lower
2021
Motivations
Why did you decide to visit today? (select up to two)
To spend time together as a group/family
For fun/entertainment as a group
Something to do while visiting the area
It was recommended to me by others
To learn something new To deepen my areas of interest To relax
To find peace
To support my family/friends with their learning To discover new things
Motivation deep dives
Social Enjoyment
• To spend time together as a group/family
• For fun/entertainment as a group
Popularity
• Something to do while visiting the area
• It was recommended to me by others
Learning & Pursuing Interests
• To deepen my areas of interest
• To learn something new
Motivation categories
More likely to…
Be visiting with kids
Be repeat visitors
Be younger on average (44 vs 50)
Have a household income over $100k
Live in NWA
More likely to…
Be first-time visitors
Be nonmembers
Have a 4-year degree or higher
Have a household income over $50k
Be visiting without a specific agenda
Live outside Arkansas
Spend more time at museum (25 min)
More likely to…
Be older on average (54 vs 44)
Give higher rating for Staff Helpfulness
Be visiting to see something specific
Live beyond a touch state
Spend more time at museum (25 min)
No large differences in areas visited. Selecting this motivation did not seem to impact what people did in the museum.
More likely to visit
• Permanent Collection
• FLW House
• Trails
• We the People
Less likely to go to
• Fashioning America
More likely to visit
• FLW House
• Eleven
• Museum Store
• We the People
• Fashioning America
Motivations
34 14+ 26 16 20 13 14 6 3 4+ 3+3
as a
with
feel connected to my community 3%
group To interact
others To
Crystal Bridges Audience | 2022 3% 3% 4% Social Enjoyment 48% Popularity 42% Learning & Pursuing Interests 33% Relaxation & Recuperation 20% Social Learning 7% Social Contacts 6% 6% 34% 26% 16% 14% 14% 20% 13% 42% of guests 33% of guests 48% of guests
5 Research & Evaluation Department | research@CrystalBridges.org
Crystal Bridges Audience | 2022
Relaxation & Recuperation
• To relax
• To find peace
20% of guests
Social Learning
To support my family/friends with their learning
7% of guests
• To discover new things as a group
Social Contacts
• To interact with others
• To feel connected to my community
6% of guests
More likely to…
Be members
Be repeat visitors
Be visiting without kids
Have a household income under $100k
Live in NWA
More likely to visit
• Coffee Bar
Less likely to visit
• Eleven
• FLW House
• We the People
• Fashioning America
More likely to…
Be visiting with kids
More likely to visit
• The Studio
• Fashioning America
Less likely to visit
• Permanent Collection
• Trails
• Eleven
• We the People
More likely to…
Give higher ratings for Educational Quality
Be repeat visitors
Have less than a 4-year degree
Live in NWA
Spend less time at museum (40 min)
More likely to visit
• Coffee Bar
• The Dirty South
• Fashioning America
Less likely to visit
• Permanent Collection
• FLW House
• Trails
• Museum Store
• We the People
Motivations
6 Research & Evaluation Department | research@CrystalBridges.org
Net Promoter Score Overall Experience Rating
56
Guest Quotes
73.45
The full rating scale is Poor, Fair, Good, Excellent, Outstanding.
Guests with higher Net Promoter Score or Overall Experience Ratings particularly enjoyed the exhibitions, coffee, and helpful staff. Similar to the last two years, guests with lower ratings mentioned they expected to see more art or felt challenged by the contemporary art.
POSITIVE QUOTES
“The customer service! So friendly!”
“Beautiful and creative art! And friendly staff, and very accessible (ADA, financial, etc)”
“It’s a fun spot with interesting artwork, a cute coffee shop, and great experiences.”
“Wide variety of outstanding pieces. Very relaxed atmosphere”
“Great ambiance and unique art experience. Love the layout. Coffee from Onyx is a bonus”
Experience Ratings (0–10
8.2
Educational Quality
The Momentary provided a high quality educational experience.
9.5
Restaurant Experience
I was pleased with my overall café/restaurant experience.
Wayfinding
It was easy to find my way around.
scale)
9.5
Value for Cost
The Momentary provided a good value for the cost of the experience.
NEGATIVE QUOTES
“Less galleries than expected” “Wasn’t enough pieces, very pretty though” “Interesting art but small exhibit” “Bizarre art”
“It's pretty small and the exhibits are a bit inaccessible to lay people. Depending on the person it could be a nice little treat or a bewildering pretentious waste of 30 minutes.”
9.6
Staff Helpfulness
The staff members were helpful.
Museum Store Experience
I was pleased with my experience in the museum store.
9.1 9.7
8.8 8.3 9.2
Welcoming
I felt welcomed at the Momentary today.
Restroom Cleanliness
The restrooms were clean.
9.7 9.2
COVID safety
2021 rating: 9.6
The Momentary took the proper precautions to keep guests healthy amidst COVID-19. Inspired
I felt inspired. New Artist Awareness
I became aware of new artist(s).
Momentary Audience in the Galleries | 2022 Experience 7
37% 38% 19% 5% 1% 68% 20% 12% outstanding promoter Passive excellent good fair poor Detractor
Research & Evaluation Department | research@CrystalBridges.org
2022 Net Promoter Score of all COVES Art Institutions
FIELDWIDE COMPARISON 2021 rating: 46
Statistically higher than last year Statistically lower than last year
Momentary Audience in the Galleries | 2022 Experience
Motivation
Temporary Exhibitions
Experience What did they do on their visit?
Overall Experience Rating
“Interesting use of textile art I rarely see in person”
“Thoughtful exhibition”
“The fashion art was only okay”
Quotes
“All of the artwork was different and offered many different perspectives on numerous issues.”
“Everything was well curated, and it was a positive experience.”
“We loved the seed exhibit”
“The eerie nature of the exhibit was unexpected.”
“It was really amazing to see all the work that can be created with different things. The amount of detail and time put into art is absolutely amazing and it was so interesting to be able to look at all the artwork that people have created”
“Mayorga’s exhibit was Quite enjoyable”
48+41+3626+
The
Poor, Fair, Good, Excellent, Outstanding. 8
full rating scale is
In Some Form or Fashion Nov 20, 2021 – Mar 27, 2022 Yvette Mayorga Oct 29, 2022 – May 21, 2023
Why did they visit?
Just wanted to visit in general There was something specific I was hoping to see 81+19 81% 48% 41% 26% 36% 19% 54% of this group came to see the temporary exhibition Visual art experience Store Onyx Walked trails and grounds Research & Evaluation Department | research@CrystalBridges.org
3% Poor 6% Fair 20% Good Excellent Outstanding 38% 33% 0% Poor 6% Fair 19% Good Excellent Outstanding 37% 38% 0% Poor 2% Fair 18% Good Excellent Outstanding 38% 42%
Momentary Audience in the Galleries | 2022 Demographics
2022 Gallery Audience Demographics
2022 Momentary demographics were similar to 2021. Age and repeat visitation were the only demographics with statistical differences over time.
Onsite guests were highly educated, wealthy, and local.
The majority of adults were women (64%).
Guest ages are getting younger over time.
$50,000–$74,999
$75,000–$99,999
$100,000–$149,999
$150,000–$199,999
$200,000–$249,999
$250,000–$300,000
More than $300,000
10+13+16+12+18+11+6+6+8 393724 452728 492724 23+26+16+11+12+12 6 9 5+42+25+13+ Touch County AR, Remainder Touch State National, Remainder Zip Code 47+7+31+15 47% 7% 31% 15% Adult Ages 18–24 25–34 35–44 45–54 55–64 65+ 18–34 35–54 55+ 23% 39% 37% 24% 27% 28% 27% 27% 45% 49% 26% 16% 11% 12% 12% 0–3 4–7 8–12 13–17 23+23+33+2123% 23% 33% 21%
Ages Education Level 13% 25% 6% 2020 2021 2022 5% 9% 42% 3-Year Age Comparison 49% of onsite guests were under 35 80% 4 year degree+
Child
9
Research & Evaluation Department | research@CrystalBridges.org
35 median respondent age
High School or Less Some College/Vocational Associate’s Bachelor’s Master’s Beyond Master’s Household Income 18% 11% 6% 6% 8% 10% 12% 13% 16% 49% $100K+ Under $25,000 $25,000–$49,999
Momentary Audience in the Galleries | 2022 Demographics
One quarter of guests (25%) identified as Black, Indigenous, or a Person of Color (BIPOC).
The majority of adults spoke only English. 18% of respondents identified as LGBTQ+ and 5% reported they or someone in their group had a disability.
19% of respondents brought children with them, with fairly even distribution across child age categories.
Yes No Not sure or questioning 5+95 93+2+5 93% 2% 5% Language 6% Speak 2+ languages English Only Spanish Only English and Spanish Race/Ethnicity Reframed White BIPOC 75+25 75% 25% Group Type 1 Adult 2+ Adults Adults + Kids 10+71+19 10% 71% 19% LGBTQ+ 78% 18+78+4+ 18% 4% Reporting a disability Not reporting a disability Disability 95% 5% Race/Ethnicity White Asian or Asian American Hispanic or Latinx Black or African American Am. Indian or Alaskan Native Prefer to Self Describe Native Hawaiian or Pacific Islander 86+7+14+2+2+2 86% 14% 2% 7% 2% 2% 0% Gender of Children Girl Boy Non-binary 53+47+047% 53% 0% Gender of Adults Woman Man Non-binary +64+35+1 35% 64% 1% 10
Research & Evaluation Department | research@CrystalBridges.org
Momentary Audience in the Galleries | 2022 Demographics
Most guests (52%) had never been to the Momentary before and were nonmembers (86%).
5+8+1+86 5% 8% 1% 86% Membership Crystal Bridges & Momentary Member Crystal Bridges Member Momentary Member Not a Member of Either
Visit Never Within the last 3 months 3–6 months ago 6–12 months ago 1–2 years ago 52+19+14+6+9+ 52% 19% 14% 6% 9% Length of Visit 25% Under 30 min 30–60 min 1–2 hrs 2–3 hrs 3+ hrs 25+46+24+3+2 46% 24% 3% 2% Average visit 45 min 11
Last
Research & Evaluation Department | research@CrystalBridges.org 14% were members 48% were repeat visitors 2021 first-time visitors: 61%
Momentary Audience in the Galleries | 2022
Motivations
Why did you decide to visit today? (select up to two)
To spend time together as a group/family For fun/entertainment as a group
Something to do while visiting the area
It was recommended to me by others
To learn something new
To deepen my areas of interest To relax To find peace
Motivation deep dives
Social Enjoyment
• To spend time together as a group/family
• For fun/entertainment as a group
48% of guests
Popularity
• Something to do while visiting the area
• It was recommended to me by others
43% of guests
Motivation categories
More likely to…
Be visiting with kids
Be repeat visitors
Live in NWA
More likely to visit
More likely to…
Not recommend The Momentary to others
Rate their Overall Experience low
Give lower ratings for
• Educational Quality
• Store Experience
• Wayfinding
• Welcoming
• COVID Safety
Be visiting with adults only
Be a first-time visitor
Have a 4-year degree or higher
Be visiting without a specific agenda
Live outside Arkansas
More likely to visit
• Trails
2+ 5+3 Motivations
31 18+ 32 11 19 9 12 4 9
To discover new things as a group To support my family/friends with their learning To feel connected to my community To interact with others 9%
3% 5% 2% Social Enjoyment 48% Popularity 43% Learning & Pursuing Interests 28% Relaxation & Recuperation 16% Social Learning 11% Social Contacts 8% 4% 30% 32% 11% 12% 18% 19% 9%
• Onyx
12
Research & Evaluation Department | research@CrystalBridges.org
Momentary Audience in the Galleries | 2022
Learning & Pursuing Interests
• To deepen my areas of interest
• To learn something new
28% of guests
Relaxation & Recuperation
• To relax
• To find peace
16% of guests
Social Learning
• To support my family/friends with their learning
11% of guests
• To discover new things as a group
Social Contacts
• To interact with others
• To feel connected to my community
More likely to…
Give higher ratings for
• Value for Cost
• Welcoming
More likely to…
Recommend The Momentary to others
Give higher ratings for
• Educational Quality
• Café Experience
• Store Experience
• Wayfinding
• COVID Safety
• Be visiting alone
Be a repeat visitor
More likely to visit
• Store
• Onyx
• Trails
Less likely to visit
• Trails
More likely to…
Be visiting with kids
Less likely to visit
• Onyx
• Trails
More likely to…
Identify as LGBTQ+
Be visiting to see something specific
Live in NWA
8% of guests
More likely to visit
• Tower Bar
• Store
Motivations
13
Research & Evaluation Department | research@CrystalBridges.org
Demographic Comparison
2022 Momentary guests were younger and more local than Crystal Bridges guests.
In 2022, Momentary guests were more likely to be visiting without a specific agenda than guests at Crystal Bridges.
Just wanted to visit in general
There was something specific I was hoping to see
2022 Momentary guests were more likely to identify as LGBTQ+ than guests at Crystal Bridges.
2022 Crystal Bridges guests were more likely to report a disability than guests at the Momentary.
No statistical differences were found between Crystal Bridges and Momentary guests for the following questions.
11+ 31+11+36+22 47+7+31+15 64 36 81 19 18 31% 11% 36% 22% 15% 31% 7% 47% 64% 81% 36% 19% ZIP CODE AGE Touch County AR, Remainder Touch State National, Remainder
29+32+3929% 49% 32% 27% 39% 24% 49+27+24 18 to 34 35–54 55+ 11% 18% Reporting a disability 5 10+ 10% 5% Identify as LGBTQ+ • Race/Ethnicity • Income • Education • Gender • Language
Membership 14
•
Crystal Bridges & Momentary | 2022 Comparison
Research & Evaluation Department | research@CrystalBridges.org
Crystal Bridges Momentary
About this Study
Collaboration for Ongoing Visitor Experience Studies (COVES)
This is a study about a typical day in the gallery. Crystal Bridges and the Momentary conduct this study as a part of COVES, the Collaboration for Ongoing Visitor Experience Studies. COVES unites museums across the country in using the same method and questions to learn about visitor experiences.
39 Art museums participating in COVES
AS OF JANUARY 2023
• Ackland Art Museum
• Akron Art Museum
• The Art Museum of South Texas
• Art Museum of West Virginia University
• Asheville Art Museum
• Boise Art Museum
• Chazen Museum of Art
• Cincinnati Art Museum
• Contemporary Art Museum St. Louis
• Crystal Bridges Museum of American Art
• Currier Museum of Art
• Delaware Art Museum
• Hudson River Museum
• LSU Museum of Art
• Marianna Kistler Beach Museum of Art
• Mattatuck Museum
• Museum of Fine Arts, St. Petersburg
• Michener Art Museum
• Minneapolis Institute of Art
• Oklahoma City Museum of Art
• Olympic Sculpture Park
• Palmer Museum of Art
Analysis
• Plains Art Museum
• Portland Museum of Art (Maine)
• Portland Art Museum (Oregon)
• Reading Public Museum
• Rollins Museum of Art
• Seattle Art Museum
• Seattle Asian Art Museum
• Sidney and Lois Eskenazi Museum of Art
• South Dakota Art Museum
• Susquehanna Art Museum
• The Huntington
• The Mint Museum
• The Momentary
• The Nelson-Atkins Museum of Art
• The Westmoreland Museum of American Art
• Utah Museum of Fine Arts
• Walker Art Center
Data were analyzed using descriptive and inferential statistics. Percentages and means describe the overall sample, whereas the chi-square (χ2) test of association and Fisher’s exact test were used to explore statistical differences between sites or groups. Results were deemed statistically significant at p<.05.
Data shown includes only responding individuals, though all questions on the survey are optional and many include an additional “prefer not to say” option.
sample.
• Guests can use our iPad or their own device by scanning the QR code.
2022 SAMPLE
Crystal Bridges
• 790 surveys
• Margin of Error +/- 3.5%
• Average response time 4.6 min
• 39% used their own device
• 41% response rate
Momentary
• 281 surveys
• Margin of Error +/- 5.8%
• Average response time 4.5 min
• 49% used their own device
• 52% response rate
Crystal
15 Research & Evaluation Department | research@CrystalBridges.org
Bridges & Momentary | 2022 About this Study