Recent focus group research is showing that Art Gallery of Ontario visitors and family envision a transformed Gallery that draws people in, engages them with strong content and is accessible to a diverse community. That's good news, because their ambitions are reflected in the AGO's strategic plan.

According to Rick Wolfe of PostStone Corporation, who conducted the research last summer with the AGO’s marketing department as part of our 2008 brand development, he’s never seen stakeholder expectations so closely aligned with an institution’s strategic plan. "The AGO you plan to create," he says, "is the AGO people across the community say they want."

"This alignment of the AGO Strategic Plan and what our stakeholders told us they wanted was terrific," said Arlene Madell, director of marketing and visitor services. "It validates not only that we are building a building that people want (both inside and out), it ties closely to our Mission, Vision, Core Values and Goals."

Thirteen focus groups of 10 to 12 people ranging in age from 18 to 60 were interviewed in the focus groups, including occasional visitors, members, artists, staff and volunteers and AGO neighbours. Among the questions discussed during each session: your most memorable art experience, where does art fit in your life, what is the purpose of a public art gallery, how does today’s AGO measure up, what is it that makes the AGO the AGO and what is the "ideal" AGO?

What did they have to say about the AGO of today? It was a mixed bag according to the research, including such characterizations as multifaceted, having a disproportionately white audience, very broad collection of art, blockbuster shows, excellent education programs, a bunker-like building but a good restaurant and retail shop, inaccessible and somewhat elitist.

As Madell told the audience at a staff and volunteer meeting last week, branding the AGO is critical to the transformation process because it helps define the unique qualities of the Gallery that visitors can expect when the transformation is complete. By definition, a brand is a distinctive identity that differentiates a relevant, enduring and credible promise of value associated with a product, service or organization and indicates the source of that promise. In short, a brand is "a promise to deliver on value," and staff and volunteers deliver on that promise. The graphic identity, or logo, helps represent the promise of value.

Next steps in the branding process are further refinement of our promise of value, development of the graphic identity, which is the current focus of Bruce Mau Design, and the subsequent rollout of the brand. "This process is a significant and important undertaking," comments Madell. "Refining our promise of value and delivering upon that promise will inform our planning process, and how we ensure that every staff and volunteer and our other internal stakeholders embrace and deliver on our promise when the new AGO opens."

Comments

"I think we’re too serious here. I’d like people saying: the AGO rocks. The world is changing and we have to change with it."
- An AGO Volunteer

"Great art is something that grabs you by the throat and pushes you against the wall."
- Anonymous

"I have a good job ... but the work is just crap. At the end of the day I say: isn't there more to life? The gallery represents something better. It’s better than anything you or I could do. It makes me feel human. I liken it to going to Mass. It takes you out of your everyday life. You need to eat, to drink. You need art in a different way. It gives a sense of the transcendent. It drives you out of yourself."
- Anonymous

"It should be diverse. - To be able to cater to many walks of life. Get the perspective of mankind. The evolution of man."
- Anonymous

"To inspire everyone here: think of the gallery as an exemplar of Canadian art abroad - a kind of jewel. Take those kinds of risks on younger artists."
- Anonymous

"What's needed? A little bit of balls. Risk taking. Contextualize with what is going on today."
- Anonymous

"I like shows with new ideas. When you get close up, it can dazzle you. New, different, cutting edge. Something that can make me come out and go to the gallery."
- Anonymous