London must win more visitors

Some of the capital’s boroughs must work harder to encourage residents to visit museums, a survey by Renaissance London has concluded.

A phone poll of almost 3,600 people revealed that only 71 per cent of those in Waltham Forest and Newham would consider visiting a museum or gallery, compared with 95 per cent in the top six boroughs, including Islington and City of London.

In Newham, only 47 per cent had visited a museum or gallery anywhere in the past five years, while 42 per cent had visited one in London.

Fiona Davison, head of Renaissance London, said: “That tells you that if you are a museum in Newham, you have to work really hard because the population is less switched on.”

Waltham Forest is upgrading the William Morris Gallery following a successful first round Heritage Lottery Fund bid.

The council’s cabinet member for leisure, arts and culture, Geraldine Reardon, said: “We are looking at different ways in which we can get more local people involved in the project.

“As a result of improved events and marketing to local people, we have already seen a significant increase in visits this year.

“We are also working with regional and national partners to build on visitors from across London and further afield.”

The poll found that 74 per cent of Londoners who had visited museums in the past year were white, although the demographic of those who had not yet been, but would consider going, was more diverse.

Of those who had visited, 24 per cent were classed as black and minority ethnic.

Davison said the failure to engage black and minority ethnic visitors was “possibly to do with our messaging”. She added: “Our marketing is not getting to the right places – they are not finding the offer as relevant.”

Davison said museums should be encouraged by the survey’s findings that 86 per cent of London’s population “would consider” visiting a museum or gallery, and that 81 per cent of these had visited a museum in the past five years.

“It tells you that it is mass participation,” she said. “These are really important messages to get out when you are expecting tough public sector funding settlements.”

The survey discovered that museum visitors’ main interests were natural history and ancient history.

“One of the things people expressed surprise at was how popular ancient history was, but you only have to look at what is on television at the moment,” said Davison.

- Natural history 82%
- Ancient history 78%
- Different cultures/civilisations 72%
- Local history 69%
- Famous artists 66%
- Science/transport 65%
- Traditional/historic art 64%
- Photography 59%
- Social history/social issues 67%
- Twentieth-century/modern art 53%
- Multicultural exhibitions 53%
- Contemporary art 47%