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PHASE 1

I'm an avid art gallery visitor and always want to see the latest exhibitions and experience new venues. I visit galleries like the Tate, Somerset House and V&A regularly, and want to see the new MOCA museum. I read the Guardian, Stylist, and follow interesting people like Katie Hessel.

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PHASE 1

Is there an older version of this audience also - Waitrose, wine, M&S, disposable income, want to spend money on experiences, kids have moved out, grandkids (education programming), move into membership patron level - Chichester and West Sussex focus

35-50

Pitch up after school run

Wear active wear

Walk their dog anyway and catch-up with a friend

Get herbal tea and buy something for an upcoming birthday

Work for themselves

Members of Pallant House, Goodwood, EH, RHS,

Happy to have another card in their pocket

Happy to be members of GAF

Influential and social

Motivated by exhibitions - RA, Tate etc - see Summer Exhibition

Like top notch events and exhibitions, installations, shows, performances

Will be interested in concept of Foundation providing benefit to children

Repeat visitors

Opp for them to become Tier 1 members

The concept of the foundation providing a benefits for children who are underprivileged, with mental health/anxiety or SEN and with a strong focus on education will also be attractive for this audience.

** there is a subset of the West Sussex mums – slightly younger, 28-25, with pre school aged children. Also in active wear needing to do the dog walk but more likely to be less well turned out, in desperate need of a cup of coffee, less interested in the art, more interested in a lovely place to meet friends where the children can run around in a safe space.

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Older - 55-75

Arty

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PHASE 2

I'm a young European buzz seeking traveller

I enjoy going on city breaks to London, Amsterdam, Rome, Berlin

I'm in my mid-twenties, single or in a partnership

I use Instagram a lot

I love new experiences and Insta moments

I listen to recommendations from my friends and watch videos of places I visit before I go

I love contemporary art, good food and drink and enjoy travelling sustainably if I can

My other interests include reading, film and the outdoors

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DONT AS PROACTIVE IN PHASE 1 - WOM / SOCIAL

College age until university

Art creators

Visit with friends

Visit a couple of times a year

Xmas present

25-35 age range

Business networking

Occassional programming - focus on young art and professional in area - nice environment to facilitate that

Partnerships with universities

How do we represent them on social? Tik Tok - how does that look - needs to have a gravitas

Interested in ethical, sustainable, inclusive, giving back to area

Content is key way to get to these audiences - link to writing festivals for example

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DOESNT NEED AS MUCH ENERGY - PHASE 1

How do they hear or find out about it?

Interested in 'popping down'

Yearly membership of Westin Gardens

Local networks / outdoor presence / local community groups play a role

Parking is important

What is the local knowledge we need to tap into?

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PHASE 1

Influential art-world figures eg collectors, gallerists, media. Important for reputation. 1-2-1 approach

Duke's invitation list - influencers who were invited to Leica private exhibition

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PHASE 1

See them at gallery openings - same crowd

Bring a sense of cultural significance

'they were there'

Katie Hessel - has a fantastic audience

Want to fun - how do I get invited?

I need to be at this place...

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PHASE 1

Own businesses in London

Connectors to other people locally

Have families locally

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Camilla, Michael and James 55 - 75

Have lived in Sussex since before “the commuters came”

Fiercely local, proud, generational Sussexers

Supportive of local arts industry – cultured, intelligent, more county-bound than they would like you to believe (trip to London once a month max)

Gallery and or antique-shop owners (Petworth types)

Friends/life members of Chichester theatre/Pallant House etc

Potentially retired or working only part time. Affluent.

What would motivate them to come?

Relevant members events.

An opportunity to book in for previews and or local discount/early bird options?

Interested in events/exhibitions that have either previously been in or will be traveling to London.

Bringing opportunities eg outdoor theatre/music will also be motivational as less likely to head up to Regents Park or Glyndebourne for it – much happier to have local options.

Possibly the opportunity to join in/volunteer as part of the education programme? A not specifically financial way to give back to under-privileged children.

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Either an achingly cool artsy set, or the rahs.

30s – 50s

Live in the East End or somewhere on the ginger line

Arts degrees, photographers, directors, location scouts, agency creatives. Genuine interest in art & culture. Quite a late night set. Heavily into their music. Tatooed. Hipster. Affluent. Influential.

What would motivate them to come?

Keen to get out of London for a bit of countryside action, good walks, pub lunch & opportunity to see art in a context not available in London.

Artists names will be key; also the ability to do something unusual eg listening parties.

Likely to double up with an overnight stay at The Pig or The Horseguards or The White Swan so a “date for the diary”/event planning would be of interest.

Milly, Hugo and Seb – 28 – 40

They live in Chelsea, Fulham, Battersea - SW London

Parents have big houses in the country.

Most likely to be down for Poppy’s wedding.

Will be day trippers or weekenders, staying at nice local pub, Fox Goes Free or an Air BNB.

What would motivate them to go?

Will have read in the Style mag/Tatler/How to spend/Conde Nast Traveller it that the latest “must go to art spot/place to be seen in Sussex” is the xxx exhibition at GAF.

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Title

Brief Description

Demographics - age, gender, location, education, children (?), marital status etc

Interests & motivations

Customer journey - awareness, consideration, decision, adoption, advocacy

Behaviours, personality traits, values

Pain points

Communications preferences