My understanding is that the café is in the
public area, thus allowing both ‘admission paid’ museum visitors and ‘non-admission
paid’ members of the public to make use of the café.
Thanks,
Jerry
-----Original
Message-----
From: Museum discussion list
[mailto:[log in to unmask]] On
Behalf Of David Hill-Turner
Sent: 31 August 2015 02:24
To: [log in to unmask]
Subject: Re: [MUSEUM-L] Conversion
rates for Museum cafes/ restaurants
Jerry,
Is the cafe in the 'admission paid' area of the museum
or in the public area before the admissions desk?
David
On 30 August 2015 at
03:56, jerry.symonds <[log in to unmask]> wrote:
Hello All,
I am helping to advise a “small becoming
medium size” museum on their expanded café offer. Not only will visitors who
have bought a museum entry ticket be able to visit the café, but also members
of the general public who have NOT bought a ticket: the hope is that the café
will become a “destination” in its own right.
As part of this, I am emphasising the
importance of:
a.
Tracking the conversion percentage of visitors who have bought
tickets to café visits.
b.
The numbers of visitors to the café who have NOT bought tickets
compared with those who have.
Before I retired in 2013, I worked for a
large Heritage site organisation, so am well aware that there are many pitfalls
with tracking these kinds of statistics, but the consensus was that is was
still a worthwhile exercise. I would be very grateful if you could share with
me from your own museums/art galleries/historical houses:
1.
The conversion percentages you are achieving as defined in a above.
2.
For those of you who run cafes/restaurants which allow access by
the general public (in addition to those buying tickets) what the RELATIVE
percentages look like. So, for example, if 100 ticket visitors visited the café
in one day and 20 other members of the public who had not paid tickets visited
the café, then the ration would be 20/100 = 20%.
I appreciate that for some of you this
information would be seen as “sensitive” so I promise to respect the anonymity
of anyone is kind enough to respond. If in your reply you were also able to
indicate the average number of museum visitors you get in a year, that would be
useful, but I appreciate you may not wish to indicate this.
Many Thanks!
Jerry Symonds – retired Internal Auditor
(UK Heritage Organisation)
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