Heide Museum of Modern Art 2010 Annual Report

5. Commercial Operations
5.2 VISITOR SERVICES
Visitor Services administers five of the
Museum’s commercial operations revenue
streams: Heide Membership, Admissions,
Education & Public Programs ticketing,
Event Hire and Heide Store. Visitor Services
also manages safety, security in the public
environment, and collaborates with other
departments of the Museum in event
management.
In 2010, the Museum saw record numbers
of visitors on site and in October, Heide
experienced its busiest day ever with
more than 776 ticketed attendances. With
steady numbers across the year, the Visitor
Services team was operating continuously
at peak capacity. In 2010, visitor feedback
continued to demonstrate high levels of
satisfaction with the team of paid and
volunteer Visitor Services staff. As the main
point of contact with visitors and Heide
Members, Visitor Services is committed
to maintaining the highest professional
standards which meet or exceed the
expectations of all who interact with
the Museum.
Three successful recruitment campaigns
were completed during 2010. The first
recruited four new Casual Visitor Services
Officers in March from the existing
volunteer pool. The second and third
campaigns sought new Visitor Services
Volunteers, with 18 and 27 new recruits
joining the team respectively in June and
November. This brought the total number
of Visitor Services Volunteers to 116,
collectively contributing to an outstanding
5,980 hours of service to the Museum.
5.2 Visitor Services
5.3 Membership
5.4 Café Vue at Heide
5.3 MEMBERSHIP
In 2010, Heide Membership underwent
a year of consolidation as the Museum
operated for the first time since 2007 at
full capacity across the galleries and cafe.
Heide Membership maintained a stable
level of growth and retention across the
year, including a successful incentive
campaign with Heide Partner; Sofitel
Melbourne. The campaign ran throughout
March and April and offered new and
renewing Members the chance to win a
weekend at the Sofitel Melbourne. This
campaign yielded 137 subscriptions.
2010 also saw the introduction of more
benefits for Members including receiving
a 5% discount at Cafe Vue at Heide.
Heide Membership raised $47,700
(5% below target) and 735 subscription
sales (1% above target).
At 31 December 2010 there were:
– 877 active subscriptions; and
– 1162 Members (i.e. multiple cardholders
in relevant categories).
18 Membership brochure cover 19 View of Tony and Cathie Hancy Sculpture Plaza
with Café Vue at Heide in background
Photograph: John Gollings
Heide Museum of Modern Art
2010 Annual Report
18 19
5.4 CAFÉ VUE AT HEIDE
The new Café Vue at Heide continued its
initial opening success throughout 2010
and the first trading year of operations.
The café helped attract new visitors to the
Museum and provided a welcome dining
experience for current visitors. More than
70,000 lunches were served at the new
café in 2010 and the average lunch covers
served each week equaled 1,300.
A focus on building the Vue de monde
Events at Heide business also saw great
success, delivering events throughout
the year and busy summer for external
clients and internal Heide events such as
Openings, Public Programs and Education.
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