PGAV Event
Audience Atlas Victoria Workshop: Strengthening Audience Connections for Victorian Galleries
Audience Atlas Victoria Workshop: Strengthening Audience Connections for Victorian Galleries
Thursday 15 May 2025, 2:00 PM – 3:00 PM
Victorian public galleries are at a crossroads — audiences are evolving, expectations are changing and traditional engagement methods are losing impact. How can galleries cut through the noise, build lasting relationships and stay relevant?
This workshop will explore fresh insights from Audience Atlas Victoria, offering a data-driven roadmap for deeper audience connection. We’ll discuss who is engaging (and who isn’t), what they’re looking for and how galleries can move beyond one-off events to build lasting relationships. We’ll also challenge assumptions around communication, social media and the role of First Nations art in audience growth.
WHO SHOULD ATTEND
Gallery management, programming, audience engagement and marketing staff, along with local government and university staff who support gallery engagement.
When: Thursday 15 May 2025, 2pm – 3pm
Where: Online via Zoom
Registrations essential by 5pm, Friday 9 May. Register via the button below.
This workshop is delivered by PGAV in partnership with Morris Hargreaves McIntyre and Creative Victoria’s Creative Exchange program.
presenters
Andrew McIntyre
Director, Morris Hargreaves McIntyre
Andrew’s endlessly curious about how and why people engage with culture. This fascination led him to establish the world’s first audience research group which, a decade later, formed the bedrock of the award-winning strategic insight agency Morris Hargreaves McIntyre (MHM).
Andrew is the creator of the 7 Pillars of Audience-focus and the Spectrum of Audience Engagement, both major contributions to museum policy development. Andrew has served as Chair of the Visitor Studies Group UK and teaches and lectures widely.
Debbie Spence
Director, Morris Hargreaves McIntyre
Debbie loves working at the intersection of brands, arts, culture, technology, places, and people. With a background in management consultancy, she has partnered with organisations such as the BBC, Discovery Networks Europe, the National Portrait Gallery, and Tate, pioneering Human-Centred Design before it was a thing.
Armed with a BSc (Hons) in Psychology, a marketing certificate from the Chartered Institute of Marketing and IDEO design thinking facilitator certification, Debbie is committed to prioritising people and the planet in decision-making, ensuring genuine human needs and insights are at the core of business decisions.
DELIVERY PARTNERS
Image: Launch of the exhibition Future Foundations, Counihan Gallery, August 2024. Featuring Sarah Murphy from Troppo Print Studio. Photo: Simon Fazio.
Thursday 15 May 2025, 2:00 PM - 3:00 PM
FREE (Booking Required)
The Public Galleries Association of Victoria (PGAV) acknowledges the Wurundjeri Woi-Wurrung people of the Kulin Nation as the Traditional Owners of the lands where our office is located, and all Traditional Owners of country throughout Victoria and Australia. We recognise Aboriginal and Torres Strait Islander peoples enduring traditions and continuing creative cultures. We pay our respect to Elders past, present and emerging.
We are an LGBTQIA+ friendly organisation that celebrates diversity. We are committed to providing safe, culturally appropriate, and inclusive services for all people, regardless of their ethnicity, faith, disability, sexuality, or gender identity.
