The Kunsthal targets a broad public without making any concessions with regard to quality. Every year the Kunsthal manages to generate more than 30% new public that has not visited the Kunsthal before. In 2015 the Kunsthal received more than 200,000 visitors, 35% of them new public who had never visited the Kunsthal before. On average the public can be broken down into: 60% female, 40% male, with an educational level of 29% university education, 38% higher professional education, 12% intermediate professional education and 21% secondary education and other.
Outreach to a younger and more international public
The Kunsthal’s own research on the public indicates that the characteristics of visitors vary depending on the exhibition programme. The Freaky Spring, for example, showed a peak of visitors who had been born elsewhere, with almost 50% of them below the age of 40. The spring was also characterised by a higher number of those with a higher level of education, 40% of whom indicated that they liked to be surprised, while other visitors indicated that they had come specially for the exhibition of Kintera or PARRA. In the autumn many visitors indicated that they had come specially for the Haring exhibition, while a smaller percentage of the visitors came to be surprised.
In 2015 the Kunsthal also started questionnaires in English because we receive more tourists and non-Dutch speakers. A few significant statistics on this target group: a high percentage of new public (79%), a high level of education (79% university education), and young (60% between 26 and 40 years old). About 37% of the visitors in 2015 came from the Rotterdam region.
Museum Card and Rotterdam Pass
The introduction of the Museum Card on 1 February 2014, and the regional Rotterdam Pass that has granted free admission since 2012, have lowered the threshold of a visit to the Kunsthal even more. Of the total 200,353 visitors in 2015, 38% were in possession of the Museum Card and almost 7% had the Rotterdam Pass. The Kunsthal received more than 13,000 holders of the Rotterdam Pass and more than 1,300 children (excluding accompanying adults) in the summer with a Youth Holiday Pass. The average admission price this year was lower than in 2014 and previous years because of the use of the Museum Card and Rotterdam Pass. This means that for 2016 we are also aiming at a target number of visitors above 200,000.