Western Australian Museum Annual Report 2003-2004

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52 Western Australian Maritime Museum The new position of Visitor Services Manager was created to help review and strategically manage those services offered to visitors across the Maritime Museum sites. The role allowed greater focus on the broader aspects of customer service and increased liaison with other sections of the Maritime Museum. At the same time, a review of the part-time and full-time Visitor Services staffing levels was conducted to consolidate a large number of part-time, contract and casual staff into permanent full-time and part-time positions. Further staff were recruited to fill positions vacated during the recruitment process. The new structure is scheduled to commence in the first weeks of the 2004–05 period and has consolidated the total number of Visitor Services Officers to 28 FTE. Simultaneously, the recruitment of dedicated retail staff (three FTE) by the Retail unit meant that Visitor Services Officers were no longer required to staff the retail operations of the Maritime Museum. Visitor Services personnel interpreted the vast array of artefacts and themes contained in the Maritime Museum’s galleries through group guided tours and one-on-one interaction with visitors. Orientation tours were introduced at the Maritime Museum, Victoria Quay, mid-way through the period to align with the service provided at the Shipwreck Galleries and some in-depth presentations were developed and provided by selected personnel. The special contribution of two Maritime Museum employees was recognised by the awarding of an Executive Director’s Award to Visitor Services Officers Albert Featherstone and Marie Jeffries for their creation of specialist behind-the-scenes and vision-impaired presentations available to visitors at the Shipwreck Galleries. Visitor Services Officers also worked closely with other staff in developing presentations for events such as Archaeology Week and Heritage Week. A comprehensive audit of disability access issues effecting the Victoria Quay and Shipwreck Galleries sites was conducted in early 2004. A report recommending improvements or modifications to cater for an array of special needs was provided and functioned as a blue-print for works late in the period and into 2004–05. A registration system for bookings for tours aboard the submarine Ovens was introduced in 2003–04. The instigation of a pre-booking system increased visitor satisfaction with the touring program and allowed visitors to call ahead and reserve a place on the tour of their choice. This contributed to the good results in visitation for the submarine. New facility signage was developed and implemented by the Facilities Management team in association with Visitor Services to ensure an eye-catching, standardised approach to navigation within and between sites and the provision of visitor information. The new signage included building/facility identification, coming attractions, admission information, functions signage and some special exhibition signage. Standardisation of Maritime Museum visitor messages—previously carried out in an ad hoc fashion on temporary signs—was reviewed in 2003–04. All temporary signs were recreated in adherence with corporate branding and accessibility standards as an interim measure in advance of the creation of a suite of long-term temporary signs in 2004–05. A temporary café facility was trialled from January 2004 for a six-month period. Whilst proving reasonably popular with visitors, the contractor chose not to extend the contract due to low commercial performance. Continuing development and design for a permanent facility is a high priority for 2005–06. Functions The Maritime Museum’s unique range of function venues continued to attract private, corporate, government and community events. Some 24,440 people attended functions at the Maritime Museum in 2003–04—21,690 at Victoria Quay and 2,750 at the Shipwreck Galleries. The Functions Department generated $151,000 revenue in the 2003–04 financial year. In addition to this, $46,755 was gifted to the community in the form of free or discounted venue use to support community and not-for-profit events. WESTERN AUSTRALIAN MUSEUM ANNUAL REPORT 2003–2004
53 Western Australian Maritime Museum The Maritime Museum Functions Department has undergone significant change in the past financial year, including: • a staffing and operational restructure; • installation of a commercial kitchen; • appointment of the Museum catering panel; and • production of new marketing materials and client packages and development of a concerted marketing campaign. Venue hire processes and policies, including pricing, contract documentation and analysis of occupancy patterns, were reviewed and recommendations implemented to improve customer service, efficiency and effectiveness of the business. The process for allocating free/discounted venue use for community access was reviewed and a more strategic assessment process developed. Retail Retail revenue results per museum visitor for 2003–04 increased by 38% compared to 2002– 03. Actual spend per visitor grew from an average of $1.33 per visitor in 2002–03 to $1.83 in 2003–04. Following a successful recruitment campaign, a permanent Retail Manager was appointed in late 2003. Dedicated retail staff were also recruited mid-2004, replacing the Visitor Services Officers who had performed the role previously. Staff from the Retail Department assisted with the launch and sales of two new publications, The Barque Eglinton by Myra Stanbury, Curator Maritime Archaeology, and Passenger Ships, edited by Don Finlayson, a volunteer with Maritime History. Popular merchandise during 2003–04 for the WAMM retail shops included publications relative to the Batavia story; Museum souvenirs; jewellery; and child-related products. The principal retail objective for 2004–05 is to grow revenue by 17%, or $54,000. WESTERN AUSTRALIAN MUSEUM ANNUAL REPORT 2003–2004
Page 1 and 2: Western Australian Museum Annual Re
Page 3 and 4: contents 3 Public Access 4 Letter t
Page 5 and 6: 5 Letter to the Minister The Hon Sh
Page 7 and 8: PART 1 Introduction 7 Minister for
Page 9 and 10: 9 The Museum’s Vision, Mission, F
Page 11 and 12: 11 Executive Director’s Review As
Page 13 and 14: 13 Relocation The move from the Fra
Page 15 and 16: Visitors to Western Australian Muse
Page 17 and 18: 17 Trustees, Boards and Committees
Page 19 and 20: 19 Trustees, Boards and Committees
Page 21 and 22: 21 Western Australian Museum Founda
Page 23 and 24: 23 Friends of the Western Australia
Page 25 and 26: PART 2 The Year Under Review 25 WES
Page 27 and 28: 27 Western Australian Museum- Scien
Page 41 and 42: Western Australian Maritime Museum
Page 43 and 44: 43 Western Australian Maritime Muse
Page 51: 51 Western Australian Maritime Muse
Page 55 and 56: 55 Western Australian Museum-Albany
Page 57 and 58: 57 Western Australian Museum-Gerald
Page 63 and 64: 63 Western Australian Museum- Kalgo
Page 65 and 66: 65 Visitor Services EDUCATION AND L
Page 67 and 68: 67 Visitor Services • Armadale Re
Page 69 and 70: 69 Visitor Services Visitor Service
Page 71 and 72: 71 Visitor Services Sight Unseen: T
Page 73 and 74: 73 Museum Services The work of Dr I
Page 75 and 76: 75 Museum Services preservation of
Page 77 and 78: Corporate Operations 77 WESTERN AUS
Page 79 and 80: 79 Corporate Operations With the op
Page 81 and 82: 81 Corporate Operations tour materi
Page 83 and 84: 83 Corporate Operations EMPLOYMENT
Page 85 and 86: PART 3 Compliance Requirements 85 W
Page 87 and 88: Accounts and Financial Statements 8
Page 89 and 90: Accounts and Financial Statements S
Page 91 and 92: Accounts and Financial Statements N
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Accounts and Financial Statements 2
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Accounts and Financial Statements 3
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107 Outcomes, Outputs and Performan
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appendix A Our grateful thanks to t
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appendix B Volunteers The Trustees
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appendix C Staff List Terrestrial V
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appendix C Geoff Wall Moya Sharp Gr
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appendix D S. Anstey • Member, Ad
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appendix D • Editorial board, Jou
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appendix F RESEARCH PUBLICATIONS 12
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appendix F 127 Publications List Mo
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appendix F 129 Publications List De
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Western Australian Museum Annual Report 2003-2004

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