New research reports that families avoid art galleries, theatres and museums due to a range of barriers.
Ecclesiastical writes:
Many parents never visit art galleries (35%), stately homes (31%), theatres (23%), castles (15%) or museums (10%) with their children
Lack of child-friendly activities, cost and a perception that heritage organisations are not child friendly prevent parents from taking their children to visit.
Art galleries (43%), stately homes (42%) and museums (39%) are the heritage attractions where parents are most likely to report having had at least one negative experience while visiting with their children
Cheaper tickets or free children’s entry, activities and pop up events for children and hands on activities or interactive displays for children would encourage more parents to visit.
Research commissioned by specialist heritage insurer, Ecclesiastical, has revealed many parents never visit art galleries, theatres or museums with their children. The survey revealed over a third (35%) of parents never visit art galleries with their children, while just under a third (31%) never visit stately homes. Almost 1 in 4 never go to theatres with their children (23%), and just under 1 in 7 never visit castles (15%). While 1 in 10 never visit museums with their children (10%)1.
A lack of child-friendly activities, cost and a perception that heritage organisations are not child friendly are the top three reasons that prevent parents from taking their children to heritage attractions. Many parents have a negative experience while visiting heritage organisations with their children. Of those parents that do visit heritage organisations with their children, many have had a negative experience. Art galleries (43%), stately homes (42%) and museums (39%) are the heritage attractions where parents are most likely to report having had at least one negative experience while visiting with their children. While more than a third (38%) of parents have had a negative experience visiting theatres and just over a third (34%) while visiting castles with their children.
The research revealed a significant gender gap in attitudes towards visiting heritage attractions, with fathers (48%) more likely to report having a negative experience while visiting a heritage attraction with their children in comparison to mothers (40%). A lack of outdoor space or play areas, lack of parking or lifts and unfriendly staff or visitors were the main reasons that caused parents to have a negative experience.
How can heritage attractions encourage parents to visit with children?
Cheaper tickets or free children’s entry, activities and pop-up events for children and hands on activities or interactive displays for children are the most popular incentives that would encourage parents to take their children to heritage organisations. Many heritage organisations are already embracing innovative ways to encourage more families to visit. For example, Leeds City Museum offers baby-friendly curator talks, signposted selfie points and ‘Dadstastic’ Days to encourage families to visit. The York Art Gallery offers displays babies can touch and lick, low-level labels, comfortable chairs, and a dedicated Welcome Team to make families feel welcome and comfortable…
