As previously reported, the executive director of Dorset Museum and Art Gallery on High East Street in Dorchester said that the museum was ‘at risk’ of closing within 18 months since undergoing its £16.4m transformation without support from the public.
Now, it has been revealed that the museum welcomed 15,000 more visitors through the door than the previous two years thanks to the Elizabeth Frink exhibition, which has given the museum extra financial security.
According to the executive director, during the exhibition, 35 per cent of visitors came for the first time and 60 per cent came from outside Dorset, which is a ‘huge uplift’ on previous exhibitions.
Mrs Dixon said: “Since the difficult news story that was shared earlier this year, we have been overwhelmed with offers and messages of support, demonstrating the extent to which our Dorset community values its museums and heritage.
“We have been delighted with the success of the Elisabeth Frink exhibition, which enabled a significant increase in footfall and income, not just through admissions, but also gift aid and retail sales, which hugely increased during the period.
“I am now very hopeful that we will be able to realise a position of financial security, recognising that we still face a hugely important summer season and have a very ambitious longer-term business plan.
Mrs Dixon added that a positive future for the museum in its current home is ‘critical’ to help protect and conserve the heritage and stories of the county for future generations.
Part of the problems that the museum has faced since its major renovation is the rise in running costs, made worse by inflation following the Covid pandemic and the cost-of-living crisis.
Mrs Dixon said that the museum has identified ways to make small savings by changing suppliers, reviewing services and changing materials and products, and are still focused on generating more footfall to the museum in the coming months.
She said: “The current focus is on generating sufficient income to cover our costs through footfall growth. We will know if this is achievable by the end of this summer and that will be the time to consider whether more significant decisions are taken.”
The museum has been supported by a series of funds, including more recently the National Lottery Heritage Fund (NLHF). Funding has been put towards a digital marketing campaign, which has allowed the museum to ‘realise a position of sustainability.’
“Using the NLHF grant, we have been able to test new marketing and PR strategies that have enabled us to raise the profile of Dorset Museum & Art Gallery, which we hope will have longer term benefits,” Mrs Dixon said.
The museum has also created new online advertising through Google and Facebook, which Mrs Dixon said is proving ‘effective’ in reaching new audiences, generating website traffic as well as ticket sales. A new website will also be online in the summer.
The museum’s next planned exhibition is titled Wildlife Photography of the Year from the Natural History Museum, and this will showcase photos of the natural world taken across the globe.
Mrs Dixon said: “This is a wonderful exhibition that is accessible for everyone. We find that children and young people are wowed by the incredible images of wildlife, nature and animals and other audiences become fascinated by the stories of how each image is captured and the commitment of the photographers, many of whom spend days trying to capture the perfect image.”
The exhibition is set to run from mid-July until early November.
Support from the public is still needed however, Mrs Dixon stressed.
She said: “If you have expertise and are interested in volunteering or feel able to donate or become a member, we welcome all levels of support and thank everyone who has already helped.”
