In its first six months as Los Angeles’ newest contemporary art museum, The Broad by Diller Scofidio + Renfro and Gensler, has drawn more than 400,000 visitors from diverse backgrounds, according to attendance and survey data released on 21 March by the museum.
With an inaugural installation featuring a sweeping journey through the Broad collection of postwar and contemporary art, a new building, free general admission and six-month attendance of 410,510—well in excess of the museum’s initial projections for its first full year—The Broad has attracted visitors from a wide span of ages, ethnicities, geographies and familiarity with contemporary art.
An onsite survey of visitors to The Broad, conducted over the last three months by Morey Group, found that more than 70% were under the age of 34; six out of 10 identified their ethnicity as other than Caucasian; about 60% live in Los Angeles County; and more than 70 percent characterised their knowledge of contemporary art as beginner or intermediate.
“Our goal since the day we opened has been to make The Broad inclusive, welcoming and accessible to all, and we are delighted that our engaged and diverse audience is responding to the museum as the significant cultural resource and distinctive social space we hoped it would be,” said Joanne Heyler, founding director of The Broad. “We have worked to create a unique visitor experience so that the widest cross-section of the public—of every age and with a knowledge level of contemporary art ranging from novice to expert—can connect with the collection and the architecture, engage in dialogue and have an enjoyable and educational experience when they visit The Broad. We look forward to continuing to welcome even more visitors who are curious about the collection as well as repeat visitors who are already sharing favourite works in the collection with wider circles of friends and family.”
In comparison to a 2015 study of national art museums [Morey Group, 2015 National Art Museum Benchmark Report], The Broad has a dramatically more diverse audience than other art museums in the U.S., with 64 percent of visitors identifying their ethnicity as other than Caucasian, compared to a national art museum average of 23%. The average age of visitors to The Broad is 32, compared to a national art museum average of 45.8 years old.
Other survey results for The Broad showed:
The median household income for visitors to The Broad is $65,365, compared the national art museum median of $83,967, with 17% of visitors to The Broad earning less than $20,000 a year.
Six out of ten visitors were from Los Angeles County, with 10% of visitors from around the country, and 10% international visitors.
Nearly a third of visitors came to The Broad with four or more people, while 14% attended with children.
Nearly 20% of visitors walked, biked, took a cab or ride service or used public transportation to get to the museum.