Five-Year Strategic Plan 2017-2022 - Auckland War Memorial Museum
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Five-Year
GREATER REACH
AND IMPACT
Strategic Plan
2017–2022
Phalacrocorax melanoeucos (Little pied cormorant). Auckland War Memorial Museum Tāmaki Paenga Hira. LB3952. CC BY
Basket. Auckland War Memorial Museum Tāmaki Paenga Hira. M1907. CC BY.
CONTENTS
5 Foreword
7 Strategic Overview
8 Strategic Framework
10 A Great Place to Start
12 Continued Change
14 Our Five-Year Priorities
16 Reach out to more people
18 Transform our building and collections
20 Stretch thinking
22 Lead a digital museum revolution
24 Engage every schoolchild
26 Grow our income and enhance
value for Aucklanders
28 Financials
32 Implementing the Plan
2 3
Wa ni Magimagi, Coconut sennit cordage. Auckland War Memorial Museum Tāmaki Paenga Hira. 1936.71, 22547. Cultural permissions apply.
EXTENDING OUR Nā te whanau o Tāmaki Paenga Hira
REACH AND IMPACT Ki te Moananui-a-Kiwa me Aotearoa whānui
Ko tenēi te karanga o te manu,
Hui hui mai tātou
From Tāmaki Paenga Hira
Across the Pacific and Aotearoa
The call of the manu cries
Let us gather together
Foreword
Tāmaki Paenga Hira Auckland War
Memorial Museum is Auckland’s place
of gathering, welcome and orientation,
where we share knowledge of our taonga
(treasures) and explore the many stories
of Tāmaki. This Strategic Plan sets out Our priorities for the next five years
our direction for the next five years. Our centre on enriching the visitor experience,
ambitions are bold. extending our reach and impact, fostering
Much has been achieved in recent years. new research questions and debate,
We have completed needed heritage and supporting social belonging and
restoration work to Auckland’s iconic participation. We will also deepen our
Domain building. Over the next five years, engagement for individual visitors and
we will undertake a range of building audience groups, sharpen our business
and gallery improvement works that will and operating models, and grow and
renew the building as Auckland’s war diversify our income. We see Auckland
memorial and a key cultural destination. Museum as the place to discover
At the heart of the changes will be our Auckland – past, present and future –
new Tāmaki galleries, to be launched asking questions and stimulating debate
at the end of 2019. These will share the about this city and its evolving identity.
stories of our people and our place, Success will depend not just on deploying
resonating both with Aucklanders and our our own talent creatively, but also on our
growing international audiences. partnerships and supporters as well as on
As kaitiaki (guardians), responsible for the broader network of arts and culture
caring for more than 4.5 million treasures, organisations across Auckland, with
we hold the ‘DNA’ of Auckland. In recent whom we collaborate. With the continuing
years, we have worked with communities support of Auckland Council, Regional
to better understand our taonga and have Facilities Auckland and others, the
doubled our investment in their care. We Auckland Museum in 2022 will be a vital
have brought the collections to the world part of Auckland’s future as a modern,
by making them widely available online. inclusive and dynamic, global city.
Dr William Randall MNZM Precious Clark Dr David Gaimster
Chair, Auckland Museum Trust Board Chair, Taumata-ā-Iwi Director, Auckland Museum
2
4 5
Hemiphaga novaeseelandiae (Kererū), Auckland War Memorial Museum Tāmaki Paenga Hira. LB1510. CC-BY.
HE ORANGA TANGATA KA AO
ENRICHING LIVES:
INSPIRING DISCOVERIES
Strategic Overview
Our starting point is our legislation of Our vision at Auckland Museum is
1996. This requires Tāmaki Paenga Hira ‘He Oranga Tangata Ka Ao –
to present New Zealand’s history Enriching lives: Inspiring Discoveries’.
(including the partnership envisaged by Implementation of our 20-year
the Treaty of Waitangi), be Auckland’s Future Museum strategy, adopted in 2012,
war memorial, and lead through and now our Five-Year Strategic Plan, will
innovation and partnership, whilst help us realise this vision for a culturally
supplementing ratepayer funding by rich and creative Auckland.
revenue-generating activities. Our Future Museum strategy enables
This Five-Year Strategic Plan gives effect the Museum to look up and look ahead.
to our legislation. It is also well aligned In this Five-Year Strategic Plan, we set
with the refreshed Auckland Plan, out our medium-term priorities. We are
particularly the importance of fostering planning for the steadily rising levels of
an inclusive Auckland, where everyone engagement and participation onsite,
belongs; promoting Māori and Pacific offsite and online in order to meet the
identity and well-being; and valuing our needs of a growing and increasingly
cultural heritage and the environment. diverse Auckland.
The objectives in the Auckland Plan The priorities set out in this Plan will be
and Toi Whītiki – the Arts and Culture realised through actions and measures to
Strategic Action Plan for Auckland – are be included in Auckland Museum’s annual
at the heart of what we believe and do. planning process.
6
2 7
STRATEGIC FRAMEWORK MISSION VISION
Tui tui hono tangata, whenua me te moana He oranga tangata ka ao
Connecting through sharing stories of people, Enriching lives: Inspiring discoveries
lands and seas
PAEREWA FIVE-YEAR
FUTURE MUSEUM PRIORITIES
TOUCHSTONES Reach out to more people
Auckland’s war memorial
Home of Auckland’s collective Transform our building and
remembering and commemoration collections
ANNUAL PLAN
A kaitiaki for current and future 2018/2019
Stretch thinking
generations of this iconic building,
collections, people and taonga Lead a digital museum revolution
A bicultural heart connected Engage every schoolchild
to our communities
Grow our income and enhance
A place of innovation, curiosity, value for Aucklanders Gives life to the first
year of the Museum’s
learning and research Five-Year Strategic Plan
2017–2022.
A compelling experience
onsite, offsite, online
Active leader and collaborator
in Auckland, nationally and internationally
in all the sectors in which we operate
GUIDING PRINCIPLES VALUES
Manaakitanga, Kaitiakitanga, Mana whenua Relevant, Connected, Innovative, Respectful, Inspired
8 9
Graphite. Auckland War Memorial Museum Tāmaki Paenga Hira. GE674. CC-BY.
TO START
A GREAT PLACE
Success and
recognition:
864,000 visits each year,
and we consistently have
a 98% satisfaction rate
230,000+ New Zealand
service personnel records 53,000 followers on
on Online Cenotaph, with Facebook, 46,000 on
records receiving over Twitter and 11,000
2 million page views on Instagram
per annum
Self-generated revenue is We are Auckland’s
increasing; at $9 million war memorial
in FY 2016/2017, it
contributes 27% of our We are Auckland’s
We embark on this
total operating costs No.1 man-made visitor
strategy from a strong
attraction, on TripAdvisor
base, with many examples
37,000+ interactions
of success and recognition,
offsite in communities via We are a kaitiaki for
locally and internationally.
events such as Pasifika 4.5 million objects in our
Over the past five years, Festival, Tāmaki Herenga internationally-renowned
we have invested in the Waka Festival and Auckland collections
care of the collections and Writers Festival
the iconic Domain building. 1 million+ objects are
We have reached more 40,000+ students from accessible via Collections
people – onsite, offsite and preschool to tertiary Online, and our online
online – and made a strong benefit from our onsite collection currently
contribution to the wider and offsite learning grows by 2,000 records
Auckland economy. programming each year every month
2
10 11
Limaria orientalis. Auckland War Memorial Museum Tāmaki Paenga Hira. MA119678. CC-BY
CONTINUED CHANGE
Challenges
Our broad Asian purposes: war memorial,
The period 2017–2022 will communities will increase
be one of continued change public galleries, special
the most during this exhibitions hall, visitor
for Auckland Museum and period, with almost two
Auckland’s cultural sector. amenities, collections care
thirds of the country’s and storage, education
Wider social, economic and Asian population living
environmental pressures centre, reference library
in Auckland, and one in and workplace. We are
affecting Auckland present three Aucklanders likely to
a challenging context. rethinking the building and
identify as Asian in 2038. how we best use it. It needs
Auckland’s growth
trajectory continues to The Māori ethnic population to be optimised for public
increase demands on its is set to grow in all areas use, and ‘fit for the future’,
civic infrastructure. It puts of Auckland, with a quarter able to accommodate
the spotlight on the role of of the Māori population increasing demand and
cultural heritage institutions to live in the city in 2038. visitation as our city grows.
and the contribution made Pacific communities are Above all, we want
by them to our economy, also projected to rise Auckland Museum to
our communities, and to significantly in scale, be a place where people
people’s sense of identity to make up 18% of the can meet, connect and
and belonging. Auckland population in be inspired.
2038, up from 15% in 2013.
At a time of fast-paced
change, when society faces Auckland Museum has
an important role to play Financial
many challenges, we are
determined to seize this as as a place of learning, We are appreciative of
an opportunity to respond participation and Auckland ratepayer support
in a way that is relevant, belonging, enriching the for our core activities and
brings cohesion and lives of all Aucklanders and recognise that, in an
enhances people’s lives. engaging all of our visitors. environment which is
financially constrained,
we need to demonstrate a
Social Environmental return on the investment
Auckland’s current The refreshed Auckland made in Auckland Museum.
population is 1.6 million, Plan expresses the need Continued responsible
with 1.4 million living to value, protect and fiscal management and a
within the region’s urban enhance our environment greater emphasis on self-
area. Auckland grows by and cultural heritage, generated income through
45,000 people a year and and recognises that commercial activities,
is rapidly emerging as one these assets are under grants and fundraising
of the most diverse cities considerable pressure. are crucial.
in the world. By 2038 The iconic Domain We also need to work
approximately 2.2 million building is bursting at the collaboratively with
people will live in Auckland, seams and is expensive others in the sector and
almost 40% of New to maintain and upgrade. beyond it, to maximise
Zealand’s population. It currently serves many our overall impact.
12
2 13
PRIORITIES
OUR FIVE-YEAR
1
Reach out
2
Transform
3
Stretch
4
Lead a
5
Engage
6Grow our
to more our thinking digital every income and
people building museum schoolchild enhance
and revolution value for
collections Aucklanders
14 15
Vaka akaraanga, model canoe. Manihiki, Cook Islands. Auckland War Memorial Museum Tāmaki Paenga Hira. 1974.147, 46635. Cultural permissions apply
At our heart, we will always be
Auckland’s war memorial – home of
Auckland’s collective remembering
and commemoration. We will continue
Growing to deliver annual programmes
onsite visitation of commemorative activity, in
partnership with key stakeholders,
In the next five years, Auckland’s
with such activities drawing ever
population is projected to grow
increasing numbers of Aucklanders.
by 7–10%, the rest of New Zealand
We will welcome the establishment,
is expected to grow by 5%, and
in the Domain, of a new WWI peace
international tourism could grow by
memorial in 2019.
20–25%, with 4.5 million visitors in
2022 from 3.7 million in 2017.
This means that, to meet our visitor Growing membership
growth targets, extra initiatives are
required to boost onsite visitation,
and support
in order to achieve average annual We will reach more people, and
deepen their engagement, through
visitor growth of between 5% and 7%. Teu le Vā – our
1
Until 2019, we expect growth in visitor the establishment of a strengthened
numbers to be relatively static, but Membership Programme in 2019. Pacific dimension
to accelerate from 2020, coinciding This programme will provide enriching The Treaty foundation of Tāmaki
with the ‘reveal’ of new galleries and visitor experiences that Aucklanders Makaurau provides for and embraces a
greatly-enhanced amenities at the seek, cementing our engagement growing and diverse society. Auckland
end of 2019. We will also be ready to with our communities. We expect is a diverse and dynamic Pacific city
welcome increased visitor numbers membership of Auckland Museum to and Auckland Museum will be the
in 2021, when Auckland hosts the provide a core constituency of support place to hear and experience Pacific
America’s Cup yacht race. and, over time patronage. By 2022, languages and cultures through
we aim to have a membership of 5,000, participation of Pacific communities
together with 100 patrons. in our Museum activities and
Reach out to Investing in
public experience He Korahi Māori –
programmes. These will be supported
by a workforce with Pacific knowledge
more people
and language capability.
We will draw new and return visitation
by investing in the public experience.
our Māori dimension We will nurture our partnerships with
This will include: Auckland Museum will have strong Pacific communities and organisations,
partnerships and collaboration with for example through our partnership
As Auckland’s population continues to • Increasing the size and quality of iwi and Māori that contribute to with the Ministry of Pacific Peoples,
public spaces, creating new gallery
grow and diversify, there is a need to content and improving public
Mātauranga Māori and research in to host the national launches of every
Te Ao Māori (the Māori world) and Pacific language week.
enhance and maintain a shared sense amenities. From 2020, our audiences Te Taiao (the natural environment).
of belonging. Our aim is to attract 1.2 will experience fresh and modern
We will ensure access for communities
million onsite visitors annually by 2022
exhibits in our permanent galleries,
and the amenities that our visitors to their taonga at the Museum through International
our new galleries, Mātauranga Māori By 2022, Auckland Museum will be
and to more than double our outreach want and need will be at hand, with
and research initiatives, digital and recognised as a leading metropolitan
the creation of a new welcome and
audiences in five years to 100,000. hospitality precinct in the South Atrium. online access, and by taking taonga museum that contributes at a national
to communities. We will enable level, with a global reach. We will develop
We will establish ourselves as the place to • Introducing a richer special exhibition our audiences to enjoy a bicultural networks across our operations and
offering, including international
go for information, debate and discussion touring exhibitions with broad appeal.
experience, embedding this in our engage in the global galleries, libraries,
welcome, our exhibitions and our archives and museums (GLAM)
on Auckland and our connection with it. We will also intensify our schedule of programmes. We will acknowledge community through conference
We will reach out to all Aucklanders – the public programmes, debates and iwi and hapū, their tikanga, taonga participation and by entering
online discussion responding to and pūrakāu (stories), especially in international awards to ensure our
people who live or work here, those who issues facing those who live and the new and refreshed Tāmaki work is appropriately acknowledged.
feel at home here, and those newly arrived. work in the Auckland region. Our galleries on the ground floor, to be We will seek to host international
new Tāmaki galleries, to open at delivered in 2019. Te Reo Māori will conferences, such as MuseumNext.
We will also be relevant to and inclusive the end of 2019, will share new be a visible and important part of the
stories of our place and our people. We will develop a programme of
of our many communities and diverse It will be a landing place for visitors
Museum’s brand that is experienced exhibitions that can also be used by
by visitors onsite through bilingual
audiences, including Māori, Asian, Pacific, and new arrivals to the city and signage and programmes, as well as
others, which tell our unique stories
a site of engagement and in the natural sciences, Mātauranga
European and many others who call re-engagement for Aucklanders.
via bilingual staff, and online. Māori, and the geological and
Auckland home. We will continue to listen • Continuing to play a leading role in
Auckland Museum is also committed botanical history of New Zealand.
to our communities, share knowledge to rectifying historical actions that We will seek out partnerships in Asia
cultural tourism for the city and have resulted in Māori, Pacific and Pacific, focusing each year on a new
about our city and place, and speak out on nationally, increasing tourism other tipuna (ancestors) being cared area or country starting with the
numbers visiting the Museum.
Auckland issues. We will be a great place to for at the Museum. We will do this activation of our existing relationships
• Activating the Domain and Museum through the repatriation of tīpuna to and networks in Australia and Nanjing,
work and our reputation will attract the very to draw more visitors to the area, Māori, Pacific and other communities. China. We will seek to lead the
best. Our volunteer programme will support for example by opening for extended We will initiate new research and development of touring exhibition
hours and developing new public exploration of the New Zealand Land and research networks across the
Auckland’s community connectedness programming aligning with Wars and colonisation that shaped region. Our aim is to bring the world to
and deepen our civic engagement. celebrations in the Domain. this country. Auckland and Auckland to the world.
1.2 million onsite visitors and 100,000 offsite
interactions by 2022
16 17
Rice paper scroll. Auckland War Memorial Museum Tāmaki Paenga Hira. 1932.105, 17353.7. CC-BY
Our building and
improvement
programme
This programme will deliver the Meaningful
following improvements over the
next five years: nurtured collections
• Creating new walkways, north to Auckland Museum is kaitiaki for an
south, to improve access and encyclopaedic collection of human
wayfinding. and natural history. Supported by our
digital tools, this unique combination
• Renewing and refreshing of the of assets has the power to transform
2
permanent galleries on the ground our visitors’ understanding of the
floor; for example, the Tāmaki gallery world in which we live, enabling
will provide Auckland anchor stories them to interrogate relationships
of our people and our place. We will between human culture and the
create a living room for the city, natural world. What we collect
enabling our visitors to interrogate informs our programming and will
Auckland – the city’s past and enrich our galleries. We will continue
current state – and a ‘weather station’ to be strategic about collecting for
for exploring and debating the future. tomorrow, identifying those objects
• Refurbishing and relaunching the we must acquire today that will
be the target of future investigation
Transform our
South Atrium as a hospitality precinct,
with a kai room for families, an and debate.
upgraded café and a new retail store. Professional stewardship of the
Sustainability
building and • Creating a new Special Exhibitions collections includes employing the We will continue to invest in caring for
Hall, able to accommodate our latest conservation and care techniques our heritage building by implementing
to ensure objects can contribute our Heritage Asset Management Plan.
collections
invigorated programme of temporary
and international exhibitions. their full value well into the future. We will also play our part in reducing
our carbon footprint and in protecting
• Launching a new learning base Collection processes and projects will
the environment. The steps we have
on level one, to welcome more focus on optimising intellectual and
We are well under way with Future Museum, schoolchildren into an immersive physical access, creating connections
taken, including the installation of solar
panels, energy-efficient lighting and air
our 20-year strategy to improve our learning environment. between collections and applying high
conditioning, have received national
standards of care and management.
building, to transform access to our • Investing in consolidated open- New partnerships will provide
recognition. We will continue to find
systems workspace, enabling our ways to reduce our environmental
collections and to refresh and revitalise people to work more creatively and
opportunities to collaborate across
impact and the Museum’s costs, and
education and engage new audiences.
our galleries. Over the next five years collaboratively as is appropriate for engage our staff actively in this work.
we will create a world-class museum a leading cultural and research We will refresh our Sustainability
experience within the Domain building,
organisation. Connecting with Strategy. The next stage is to
including refurbishing half of our
• Being ready to welcome the Domain and our embed sustainability in our building
programme and work practices,
significantly increased visitor
galleries, creating more public and numbers in 2021, when Auckland neighbourhoods focusing on reusing our exhibition
hosts the America’s Cup. The Domain, including Auckland materials, recycling, reducing printing,
special exhibition space and developing a Museum within it, is a regionally and assisting our people with travel
hospitality hub that will encourage visitors important cultural and recreational planning to and from work. We will
to make the Museum a destination. Manu Tāiko – amenity and open space. We will work also engage with Aucklanders on
collections centre with Auckland Council and local and environmental issues through our
exhibition, programme and
The Museum’s collections and their care Fit-out of a dedicated collections
neighbouring business communities
education activities.
and universities to develop a stronger
and accessibility will remain a core priority, centre was completed in 2017, to street presence.
and are the vital asset that drives and enable the gifting of more of the
Domain building to the public. We will also increase access to the Looking to the future
stimulates engagement with audiences. This building will increasingly Museum from Parnell and Newmarket,
Optimising Auckland’s iconic Domain
become a public space, and a cultural in order to draw more visitors and
The end of 2019 will be an important destination and hub for exploring the increase time spent in the area. We building for public engagement and
enjoyment is an evolutionary process.
milestone for the Museum, where we city’s rich collections. will work with Auckland Council
We expect 2021 to be a huge year for
and Auckland Transport to enhance
‘reveal’ our new Tāmaki gallery on the Offsite collections will be looked pedestrian access, and to improve Auckland and Auckland Museum, and
after within purpose-designed we will plan for this. By 2022, we will
ground floor and launch our enhanced environments with up to 30% of
public transport links and wayfinding
largely have completed the first phase
through the Domain, aligning with
hospitality precinct in the South Atrium. collections stored there by 2023. Council’s Domain Master Plan. of our Future Museum programme
Communities will be able to make The construction of a pathway to the of work, and will have planned
This transformative programme of work good use of the collection study Museum’s south entry is an important the second phase of our capital
will be financed by our Asset Replacement facilities available within this centre. first step. Auckland Museum will improvement programme, to be
funded through the Auckland Museum
Reserve, made up of depreciation Over the next few years, we will continue to make creative use of the
Foundation and fundraising activities.
identify a more efficient distribution exterior of the building, including
funding provided by Council through of collections storage, conservation lighting it, to recognise the events This second phase will centre on
an annual levy, supplemented by $12 and research facilities and workspace, that matter to the city. Our ambition securing a major expansion to our
onsite and offsite, which will enhance is to be better connected to the special exhibition, research and
million of funding and sponsorship to collections utilisation and service the city, visually and logistically, and to community collaboration facilities
be raised over the next three years. Domain building. improve accessibility. and amenities to benefit Aucklanders.
Creating a world-class museum experience by refreshing
50% of our galleries and onsite public spaces
18 19Pterodroma cervicalis, White necked petrel. Auckland War Memorial Museum Tāmaki Paenga Hira. LB4322. CC-BY
Sharing knowledge
We aim to cast our intellectual net
wide and find ways to open up our
collections to all those who can help
us interrogate our content and
explore new meanings. Inspired by
our successful Pacific Collection
Access and Te Awe collection
readiness projects, which unlock
cultural knowledge, we will continue
to draw on tohunga (experts) and
The Museum as knowledge-holders within our Māori
and Pacific communities to transform
a laboratory our understanding of the collections.
Auckland Museum is a site of Our research spaces are being
investigation about the city and designed to accommodate
its region, its evolution and future engagement with our knowledge
3
trajectory. The Museum’s collections communities. Our historic collections
of human, natural and documentary are not just rich resources for
heritage, together with our extensive reflection but rapidly also becoming
digital assets, increasingly enable a creative technologies that enable
trans-disciplinary approach to global people to make new things in the
questions such as human impact on present. Auckland Museum will be a
our natural environment or questions centre for developing the ‘democratic
about colonialism and post-colonialism. intellect’ of the city.
We will actively develop our
international profile though an
enhanced programme of publishing Open collections,
Stretch our research in all aspects of
museology via a range of platforms open data
thinking
and channels. Focusing on our key The global museum community has
collections, our museum research moved from using traditional models,
priorities over the next five years will where specific collections access was
focus primarily on Tāmaki Makaurau – exclusive, to a position which enables
its origins, current state and future – open digital access as the default. Developing the
We want to stretch thinking – our own and will include biodiversity and the Auckland Museum has been a leader talent pipeline
and everyone else’s. We possess a unique question of human impact on the in this democratic approach and we Working closely with our tertiary
suite of assets – collections, community natural environment, together with a will continue to push the boundaries education partners, Auckland Museum
reconsideration of the New Zealand for the benefit of communities,
relationships and digital tools – that place Land Wars. research and education.
will grow our role in nurturing the
talent pipeline for the museums and
us at the heart of the knowledge economy. Increasing utilisation of Manu Tāiko, our To enable audiences to develop galleries sector. We will co-develop
Our goal is to use these to generate new new collections management centre, connections and find meaning in programmes in the postgraduate
will enable us to create an object collections, we will invest further in our curatorial training curriculum and
knowledge and new ideas, and be a catalyst laboratory for our researchers, students public interface and generate deeper create new opportunities for students
for debate, whilst using these assets to and community partners. This will interrogation of our images and data, to undertake internship experiences
educate and engage the next generation. reinforce the role of the Museum including community knowledge. within the real-time professional
as a ‘material site of knowledge’, as Utilising Linked Open Data methods museum environment.
This strategy has direct implications for envisaged by our founders. and principles, our collections will be In line with our mission to build sector
part of a global network that enables
how we present the collection, what is We will build partnerships with our
access, irrespective of location.
capacity, we will lead workforce
universities on a number of mutually- development and grow leadership
included, the research and fieldwork critical investigation areas, exploring We will be an active contributor to the capability. We will share our learning
that supports it, and how we enhance opportunities for digital innovation, international community developing and new practices in cultural
as well as for conservation and science open data principles and appropriate competency and community
understanding and access – on the gallery research and engaging students at all practices for the care of cultural co-development with our counterpart
floor, in the classroom and online. curriculum levels. intellectual property. museums and galleries.
Generate new knowledge and new ideas,
and be a catalyst for debate
20 21Pocket chronograph. Auckland War Memorial Museum Tāmaki Paenga Hira. H411. CC-BY.
4
Lead a digital A digital future
The visitor experience
Over the next five years, Auckland
Museum will invest to transform
the visitor experience, ensuring a
deeper and richer overlay of co-
creation opportunities across the
galleries, helping to deliver a more
connected experience for all our
museum There is an emerging trend towards
shared authority, where multiple
visitors. We have been at the forefront
of developing digital experiences,
revolution
such as virtual reality interactives and
perspectives are highlighted Helping to create collectible content, and these will be
and community involvement in
programming and exhibitions a ‘smart city’ embedded further in our galleries and
is encouraged. This new model Emerging technologies will be programmes, allowing visitors to make
We want to be recognised as a leading is impacting how Museum staff showcased to Aucklanders to excite new meaning of the collections and
approach their work and the skills and engage them. We will work the world around them.
digital museum, and will achieve this they need to be effective in their roles. alongside Auckland Council to make We will also modernise two classrooms
by making technology an integral Digital channels and technologies are Auckland one of the leading ‘smart to become learning hubs, dedicated to
part of the museum experience, to playing an increasingly significant part cities’ in Asia Pacific, ensuring the encouraging hands-on learning. This
in how we interact and encourage Museum becomes a place where will enable the exploration of ideas,
provide vital context and to share participation from our visitors, and Aucklanders come to explore the technologies and museum collections,
knowledge. We will complement this trend will continue. future, allowing them to navigate and will create new digital learning
the rapidly-changing world in which resources well aligned to students’ needs.
and enhance our onsite Museum Auckland Museum is committed to
we live.
moving beyond the familiar territory We will embrace the notion of onsite,
experience through personalisation, of preserving and interpreting objects We will seek partnerships with leading offsite and online in every aspect of
interactivity and richness of content. in our collections. We will explore their research institutions, start-ups and our digital offering to ensure we have
potential to engage our community in businesses nationally and internationally maximum impact in the community.
We will continue to invest in digitising new ways. New programmes will raise to ensure our position as a centre of We acknowledge that technology
our collection and in the quality of the awareness of difficult topics – such as excellence in the use of technology. evolves rapidly and in unpredictable
human impacts on the environment, This will be achieved by investing in ways; so, we will invest in sustainable
public interface. We will use digital biculturalism, discrimination and publicly-accessible innovation labs technology that protects our data
technology to connect people and inclusion – as we strive to ensure and learning centres. Our digital and and intellectual property and enables
we play our part in the ongoing ICT strategies will ensure we embed us to adapt dynamically in order to
make more content available through development of a vibrant democracy digital into all aspects of our work remain at the centre of the technology
traditional and non-traditional channels. and robust sustainable society. across Auckland Museum. revolution.
We will make technology an integral part of
the museum experience
22 23Himantopus himantopus, Black winged stilt. Auckland War Memorial Museum Tāmaki Paenga Hira. LB12358. CC-BY
5
Engage every A learning hub
for the city
schoolchild We will transform our education
offering by expanding its reach,
relevance and points of difference.
We will put the needs of learners
Auckland families represent over a quarter first by rethinking our model of
of our visitors and we will attract more. engagement, working flexibly
and responding promptly to their
We will be a vibrant place for learning, feedback. The unique museum
enabling young people in particular to learning environments will provide
the ability to see, touch and learn The products and services we design,
realise their potential. Programmes will be about the world around us. We have such as Museum in a Box, will be Families and
based around our exhibitions and utilise the the potential to offer a wonderful made available through a variety of early years learning
unique spaces and experiences only we can alternative to the formal classroom distribution channels. In a busy urban environment, our
pedagogy. New opportunities to To achieve our transformed education Museum will offer safe, creative spaces
provide. The learning environment will be discover the world at first-hand and early learning programme, we will: for families. Building improvements
stimulating, memorable and appropriate to through the material and digital record
• Develop a new five-year vision and will enhance the education offering.
align closely to 21st-century curricula.
the varied learning styles for our visitors, plan for education and outreach This includes the new Learning Base
By 2020, we will have built a new and the South Atrium, which will,
be they educational and school groups, onsite ‘learning base’ facility inspiring • Create a new revenue model to together with the construction of
preschoolers, families or lifelong learners. curiosity and wonder. We will also support each segment and service a new kai room in 2019, ensure we
establish a more varied and targeted • Develop a network of partners and provide the amenities our visitors
We will partner with individuals, programme of facilitated study visits providers to support our programme expect.
communities, government and organisations and distance learning platforms. We will become one of only a handful
• Grow our formal learning student
to co-create programmes and enrich what We will be recognised as a world- numbers from 40,000 to 100,000, of museums that specialise in early
renowned leader in the museum with digital resources being a key years programming and expand our
we offer. The Museum will be a model community for experiential, self- part of achieving this extended reach programmes for the under-fives. We
for best practice, providing effective, directed, hands-on learning. Through
• Ensure learning environments and
will provide immersive environments
implementing a product and innovation and innovative spaces for play-based
innovative and responsive learning and road map, we will develop a range curriculum links are embedded in learning that will support families,
our galleries and exhibitions
engagement for all our visitors. We will of services which can be accessed carers, educators and children to learn
by schools and other learning • Create a teacher in-service together. We will combine hands-on
deliver this through onsite, online and communities, such as libraries and training programme and a teacher exploration and discovery with play-
offsite programmes and events. kindergartens. membership programme. based learning.
Increase our annual engagement
with schoolchildren to 100,000
24 25Quartz. Auckland War Memorial Museum Tāmaki Paenga Hira. GE10354. CC-BY
6
Grow our
Commercial attitude
Auckland Museum is committed
to achieving sustainable revenue
growth. Over the next five years, our
commercial strategy is to increase
Fundraising
Donors are central to realising the
Museum’s full potential, and we cannot
deliver this Five-Year Stratgeic Plan
without them. We are inspired by the
strong loyalty and affection for the
Museum among current sponsors and
Making connections
Working with Auckland Council and
income and
onsite visitation and to amplify
revenue-generation opportunities in we will build on this by widening our other cultural entities, we will make
the areas of ticketing, retail, catering networks of support through our our mark in the vibrant arts and
enhance value and corporate hospitality. Actions will new Museum Membership Programme culture sector to create a leading
include expanding our ticketed special and through creating new connections global city. We will actively seek
exhibition programme, relocating our and rallying fresh support around our Auckland sector collaboration,
for Aucklanders Museum retail store to a more visible
location in the South Atrium and
driving sales, expanding our food and
much-loved brand and the work we do.
By 2020, we will have raised
$12 million through sponsorship,
including joint marketing, public
programming, digital access and
workforce capacity-building initiatives.
beverage offering, and investing in our charitable partnerships and We will also seek to coordinate
We are committed to enhancing venue hire business. philanthropic fundraising for our priorities across civic cultural and
our offering to Auckland ratepayers, In 2017, we upgraded the commercial current Future Museum building and learning institutions to establish a
gallery renewal programme. shared experience, improve delivery
demonstrating a return on their investment event space on level three of the
and provide better outcomes for
Domain building, to support increased Looking further ahead, we will also
and helping to secure our own future. sales, and at the end of 2019, we will have established, by 2022, a strong Aucklanders. We will invest in key
Our ratepayer levy remains vital, launch a new hospitality precinct in future development platform and partnership ventures, including digital
the South Atrium and an enlarged begun fundraising for the next phase access across the city’s multiple
enabling us to provide public galleries Special Exhibitions Hall. We anticipate of our capital works programme. collections assets. We will support
and programming free to Aucklanders, revenue will be static over the next few We will find the right fit between local and central government agendas
for economic growth and tourism.
and we need to enhance this resource years while these key building our donors’ aspirations and our own,
improvements are undertaken, but and offer a range of sponsorship We will build strong relationships
through commercial activities, grants and by FY 2022/2023 we are confident incentives; these will focus on the new with national and international
fundraising. Fiscal constraint will mean we will have increased our annual self- public galleries, our work with schools, museums, including joint investments
generated revenue by 30% to $12 million. digital innovation, research ventures, in exhibitions and programmes as
prudent capital investment, strong cost We will also continue to manage and more – a compelling offer we are well as in collection and exhibition
control and sound business practices. operational and capital costs closely. confident will attract support. exchange programmes.
Increase our self-generated revenue
by 30% to $12 million annually
26 27FINANCIALS Financial Projections
2017–2022
Operating Expenditure Operating Revenue
FY 2017/18 FY 2018/19 FY 2019/20 FY 2020/21 FY 2021/22 FY 2017/18 FY 2018/19 FY 2019/20 FY 2020/21 FY 2021/22
OPERATING EXPENDITURE ($M’s) REVENUE ($M’s)
Budget Plan Indicative Indicative Indicative Budget Plan Indicative Indicative Indicative
Reach out to more people 5.44 5.42 5.56 5.89 6.13 Auckland Council Levy 30.74 31.50 32.29 33.10 33.76
Transform our building and collections 6.67 6.92 7.10 7.52 7.83 Self-earned 8.36 8.57 8.74 10.01 10.90
Stretch thinking 4.13 3.93 4.03 4.27 4.45 39.09 40.07 41.03 43.10 44.66
Lead a digital museum revolution 3.23 3.14 3.22 3.41 3.55
Engage every schoolchild 3.88 3.75 3.85 4.08 4.24
Grow our income and enhance value for Aucklanders 6.51 7.49 7.68 8.14 8.47
Depreciation 9.23 9.41 9.60 9.79 9.99
39.09 40.07 41.03 43.10 44.66
Operating Expenditure ($M’s) Operating Revenue ($M’s)
$50m $50m
$45m $45m
$40m $40m
22.4%
22.7% 24.4%
23.2%
23.5% 23.4% $35m 21.4 % 21.3%
$35m 23.6% 21.4%
$30m 19.0% $30m
18.9%
16.6% 18.7% 18.7%
$25m $25m
9.5% 9.5%
9.9% 9.4% 9.4% $20m
$20m 7.9% 8.0%
8.3 %
7.8% 7.9%
78.7% 76.8% 75.6%
$15m 9.9% 10% $15m 78.6% 78.6%
10.6 % 9.8% 9.8%
$10m $10m
17.3% 17.3% 17.5% 17.5%
17.1%
$5m $5m
13.9% 13.5% 13.5% 13.7% 13.7 %
0 0
FY 2017/18 FY 2018/19 FY 2019/20 FY 2020/21 FY 2021/22 FY 2017/18 FY 2018/19 FY 2019/20 FY 2020/21 FY 2021/22
Budget Plan Indicative Indicative Indicative Budget Plan Indicative Indicative Indicative
Key
Key Self-earned
}
Depreciation
Auckland Council Levy
Grow our income and enhance value for Aucklanders
STRATEGIC PRIORITIES
Engage every schoolchild
Lead a digital museum revolution
Stretch thinking
Transform our building and collections
Reach out to more people
28 29FINANCIALS Financial Projections Financial Commentary
2017–2022 (continued)
Capital Expenditure Following the completion of the
Museum’s capital works programme
CAPITAL EXPENDITURE ($M’s)
FY 2017/18
Forecast
FY 2018/19
Plan
FY 2019/20
Indicative
FY 2020/21
Indicative
FY 2021/22
Indicative our revenue is planned to increase
Reach out to more people 4.89 16.56 18.94 6.13 2.13 significantly and by FY 2022/2023 is
Transform our building and collections 9.02 3.62 4.45 2.06 1.39
expected to increase to $12 million;
Stretch thinking
Lead a digital museum revolution
10.21
1.71
9.35
1.45
5.16
0.81
2.13
0.77
1.48
0.56
this is an increase above the revenue
Engage every schoolchild 0.38 6.66 0.00 0.00 0.00 reported for FY 2016/2017 of 30%.
Grow our income and enhance value for Aucklanders 0.85
27.05
1.30
38.93
2.50
31.85
0.10
11.19
0.10
5.67
This trend reflects actions that
Auckland Museum is taking to
become more self-sufficient. As a
result of these revenue increases,
we are planning to reduce our levy
Capital Expenditure ($M’s)
increases from FY 2021/2022, from
$40m
3.3% 2.5% to 2.0% per annum. We will
$35m
17.1%
also continue to manage operational
$30m 3.7% 7.8%
and capital costs closely.
3.2% 2.5%
$25m 6.3%
1.4%
24.0 %
16.2% With the establishment of the
14.0 %
Auckland Museum Foundation,
$20m
37.7% 9.3% created to raise long-term funding
$15m
0.9% of the Museum’s capital works and
$10m
33.3% 59.5% 19.1%
6.8% programming, the Museum may be
42.5% 1.8%
$5m
18.4% 9.9% in a position to fund its own capital
26.2%
18.1% 54.8
37.6%
24.5% works programmes in the future,
0
FY 2017/18 FY 2018/19 FY 2019/20 FY 2020/21 FY 2021/22 rather than rely on Auckland Council
Forecast Plan Indicative Indicative Indicative
through the annual levy process.
Key
}
Grow our income and enhance value for Aucklanders
STRATEGIC PRIORITIES
Engage every schoolchild
Lead a digital museum revolution
Stretch thinking
Transform our building and collections
Reach out to more people
30 31Platycercus eximius, Eastern rosella. Auckland War Memorial Museum Tāmaki Paenga Hira. LB4120. CC-BY
IMPLEMENTING
THE PLAN
Our resources
and approach
We will take a staged approach to implementation of
the Five-Year Strategic Plan. To ensure Auckland Museum
has sufficient resources to pursue its strategy, we will:
• Support all investments with strong business cases
and plans
• Undertake annual business planning
Auckland Museum envisages a staged delivery of
our Five-Year Strategic Plan, as illustrated below.
REACH AND IMPACT
GROW + INNOVATE
TRANSFORM
INITIATE
2017 2018 2019 2020 2021 2022 2023
In the initial years, 2017–2019, the Museum will focus
on initiating and laying the foundations of the Five-Year
Strategic Plan, including delivery of a number of
essential building and collections readiness projects.
In the second stage, 2019–2020, we will transform,
revealing key onsite developments.
From the third phase, beginning in 2021, we will be
positioned to accelerate growth. We will expand our reach
and revenue, and further invest in innovative, commercial
partnerships that will help shape our future beyond 2022.
The staged approach will allow Auckland Museum to
pursue our strategy in a way that reflects the organisation’s
capability and capacity, and balances pursuit of the
strategy with delivery of our core business. The phasing
of priority and annual initiatives will be a part of the
annual business planning process and will allow us to
respond as our capabilities grow and opportunities arise.
3
22 33Otoconcha (Maoriconcha) oconnori, Helicarion oconnori, . Auckland War Memorial Museum Tāmaki Paenga Hira. MA70355. CC-BY
CONTACT INFORMATION
Tāmaki Paenga Hira
Auckland War Memorial Museum
Physical Location
The Auckland Domain
Parnell, Auckland
New Zealand
Postal Address
Auckland Museum
Private Bag 92018
Victoria Street West
Auckland 1142
New Zealand
aucklandmuseum.com
facebook.com/AucklandMuseum
twitter.com/aucklandmuseum
Instagram.com/aucklandmuseum
Reception: 09 309 0443
info@aucklandmuseum.com
Printing
This Five-Year Strategic Plan
Bookings Office: 09 306 7048 is printed on FSC®certified
Mix paper from responsible
Museum Store: 09 309 2580 sources using vegetable-based
inks and citrus cleaners and
certified as a CarboNZero™
Venue Hire: 09 302 9765 certified printed service. .
34 35You can also read
