Daphn Blouet Visitor experience Audience management for the

Daphné Blouet Visitor experience & Audience management, for the Louvre Abu Dhabi at Agence France Museums NYUAD- 31 st October

Visitor experience and audience engagement at Louvre Abu Dhabi UNDERSTAND DEVELOP WELCOME SALES GENERATE REVENUE COMMUNICATE WELCOME BACK Studies Audience Observatory Visitor Barometer Research Resident Tourism Corporate Education Staff Signage Visitor rules Information tools Pricing policy Ticketing Call center Sales Process Food & Beverage Retail Venue hire Sponsorship Visitors prints Website Membership My LAD E-comms CRM Accessibility

Challenges: Build a local audience / Engage a broader audience Museums and art galleries appear to be and would claim to be open to all, and yet, in fact, they are visited only by a small segment of the population. Who are those whose love of art brings them into museums? What distinguishes them from the majority of people who exclude themselves or who are effectively excluded?

Challenges: Build a local audience / Engage a broader audience Pierre Bourdieu insights ØCultural reproduction – the major role of the education system, according to Bourdieu, is cultural reproduction. This is the reproduction of the culture of the dominant classes. These groups have the power to impose meanings and to impose them as legitimate. They are able to define their own culture as worthy of being sought and possessed and to establish it as the basis for knowledge in the education system. However, there is no way of showing that they are any better or worse than other subcultures in society. “The role of education in society is the contribution it makes to social reproduction. Social inequality is reproduced in the educational system and as a result it is legitimate. The education system help maintain to dominance of the class. ” Pierre Bourdieu, in The Love of Art European Art Museums and Their Public,

Objectives: Create a communauty Argues that art works are not the creation of isolated individuals but result from cooperation between different artists, suppliers of materials, art distributors, critics, and audiences, who together make up the art world. “All artistic work, like all human activity, involves the joint activity of a number, often a large number, of people. Through their cooperation, the art work we eventually see or hear comes to be and continues to be. The work always shows signs of that cooperation. Howard Becker, in World of Arts

Objectives: Create a communauty • « When people enter a museum they don’t want to step out of their lives; they want to get closer to them. Making a museum isn’t just about making big spaces, it’s also about carving out smaller spaces. Thus providing comfort and intimacy, showing trust, creating possibilities for cooperation. » Chris Dercon, in Museum of the future Actual Wolksbuhn Director, was Tate London Director

Bibliography Pierre Bourdieu & Alain DARBEL, The Love of Art European Art Museums and Their Public, Polity Press, 1997. Howard Becker World of Arts, University of California press, 1984. Museum of the Future, Documents BY JRP Ringer& les presses du réel 2014.