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2.4.2

Provide opportunities to optimize the use of Regional cultural facilities, with a focus on the new Waterloo Region Museum.

greenstatus

Final update (September 2014)
The Waterloo Region Museum has developed marketing strategies and implementation plans for specific growth markets including:

  • Curriculum-based education programs;
  • Casual visitation from within Waterloo Region;
  • Ontario travel and tourism within a two hour drive of Waterloo Region, and;
  • Inbound travel via the group tour market. 

Promotion of the museums and events is actively pursued through the media and with Waterloo Regional Tourism Marketing Corporation (WRTMC) and the Creative Enterprise Institute (CEI).  Cross-promotion of area museums, galleries, cultural organizations and tourism infrastructure (e.g. hotels) has also been developed.

Many highlights marked the 2013 and 2014 seasons at the Waterloo Region Museum.  Most notably attendance at Waterloo Region Museum reached almost 90,000 people, an increase of 30 per cent as compared to 2012.  Museum membership rose by 300 per cent to more than 900 family and individual memberships.  The museum now participates in reciprocal admission programs for museum members with 11 museums and historic sites across Ontario.  

The museum also coordinated Passport To Play, a campaign promoting tourism in Waterloo Region by encouraging visits to 11 museums, art galleries and attractions across the community.  In addition to the participating facilities, the partnership included the Waterloo Regional Tourism Marketing Corporation, ArtWorks and the Waterloo Region Record.  

The attendance and earned revenues in 2013, and as projected in 2014, meet the projected outcomes forecast in the Waterloo Region Museum Business Plan prepared in 2007.

Progress Update (September 2013)

Waterloo Region Museum has developed marketing strategies and implementation plans for specific growth markets including curriculum-based education programs; casual visitation from within Waterloo Region; Ontario travel and tourism within a two hour drive of Waterloo Region; and inbound travel via the group tour market.

Promotion of the museums and events is actively pursued through the media and with Waterloo Region Tourism Marcketing Corporation and Creative Enterprise Initiatives. Cross-promotion of area museums, galleries, cultural organizations and tourism infrastructure (e.g. hotels) have been developed. Short-term gallery exhibit program fully established, with 3 highly successful exhibits since opening in Fall 2011.  Revenue and visitation trending toward Business Plan targets.

Progress Update (January 2013)

Waterloo Region Museum is developing marketing strategies and implementation plans for specific growth markets including:

  • Curriculum-based education programs;
  • Casual visitation from within Waterloo Region;
  • Ontario travel and tourism within a four hour drive of Waterloo Region;
  • Inbound travel via the group tour market. 

It is projected that Waterloo Region Museum will see 72,000 visitors in 2012, an 80 per cent increase over typical usage prior to completion of the new museum building and galleries.

Community collaborative marketing efforts to promote and enhance arts, culture and heritage have had some initial success.  For example the Kitchener-Waterloo Art Gallery, Clay and Class Gallery and Cambridge Galleries saw a 25 per cent increase in summer attendance (32,544 in 2012 compared with 26,070 in 2011).  The Region has also increased its grants and operational funding of external arts, culture and heritage organizations by 5 per cent in 2012 over 2011.

Waterloo Region Museum attendance targets for 2012 and 2013 are as follows:

 

2012 Target

2013 Target

Education

25,000

27,000

Visitors

35,000

40,000

Other Clients:

 Weddings

Meetings – External

Meetings – Regional

12,000

 4,000

3,000

5,000

13,000

TOTAL

72,000

80,000

 Progress Indicators

  • fabrication complete, exhibits installed, teacher/interpreter hired at Waterloo Region Museum and Joseph Schneider Haus
  • number of students accomodated at each museum
  • 2012 and 2013 attendance targets met

Related Links

 

greenindicator   Strong progress achieved   2011-2014 Strategic Plan (PDF)
yellowindicator   Moderate progress achieved   2011-2014 Strategic Plan (RTF)
redindicator   Progress needed   2011-2014 Strategic Plan (Flash)