ABSTRACT
A local museum carried out a simple survey of visitors and non-visitors, and was shocked to realise that almost all its visitors came from just one of the ‘tribes’ who lived locally. For many local residents, the museum was simply alien territory in which they would not feel comfortable. What could be done? The museum could not easily be moved to a more neutral location, and even if it could, it might risk losing its existing audience. Instead, the museum organised an event each year that involved groups from the different local communities putting on a festival. The main event was held at the central sports stadium, which was seen as neutral ground where everyone felt comfortable, but an accompanying exhibition was held at the museum, and was heavily publicised. Although the museum staff had to give a great deal of their time to organising the festival, this audience development policy succeeded; after three years not only were there many more visitors, but another visitor survey showed that they were much more representative of the local population.
