Elevating Visitor Insights: COVES Fiscal Year 2024 Report

Format: Evaluation Report

Venue: The Huntington, San Marino, California

As the Evaluation Manager, I led the data collection and evaluation of The Huntington’s COVES Fiscal Year 2024 Report. This report provides an in-depth analysis of visitor experience data gathered through the Collaboration for Ongoing Visitor Experience Studies (COVES), aligning with The Huntington’s strategic plan. The evaluation period spanned from July 1, 2023, to June 30, 2024.

Key Highlights:

Visitation Information: The data reveals a balanced mix of members and non-members, with a steady influx of both first-time and repeat visitors, reflecting The Huntington’s ongoing appeal.

Strategic Plan Goal I: Grow Collections and Magnify Impact:

Gardens were the most visited locations, followed by The Huntington Store and popular exhibitions like the Japanese Heritage Shoya House and The Huntington Art Gallery. These findings underscore our success in attracting public interest to our collections.

Strategic Plan Goal II: Expand Access, Engagement, and Education: 

Visitors primarily sought relaxation, social connection, and educational enrichment, with many valuing opportunities to learn and spend time with loved ones. While satisfaction levels were high, way finding was identified as an area for improvement, with requests for enhanced signage and maps.

DEI Strategic Plan Goal V: Diversify Program and Exhibition Offerings:

We saw a positive increase in Hispanic or Latinx visitors, but there remains a need to better represent the broader demographics of Los Angeles County. This goal emphasizes our commitment to inclusivity and engaging diverse audiences.

Guiding Questions:

The report aligns with The Huntington’s strategic plan through guiding questions that measure progress toward our goals, assessing public engagement, visitor access, and program impact. Data was collected via random intercept interviews with exiting visitors, ensuring a representative sample.

Report Details:

The evaluation provides an overview of the data collection methods and visitor demographics. Our COVES participation has been instrumental in offering continuous, meaningful insights that guide evidence-based decision-making.

Methodology:

The COVES data was collected through random intercept interviews with exiting visitors, ensuring a diverse and representative sample. This methodology enabled us to gather nuanced insights into visitor experiences and preferences.

Key Findings:

• Visitation Patterns: Balanced mix of members and non-members, steady influx of new and repeat visitors.
• Engagement with Collections: High engagement with gardens and key exhibitions like the Japanese Heritage Shoya House.
• Visitor Motivations: Predominantly driven by relaxation, social connections, and educational opportunities.
• Way finding Challenges: Need for improved signage and maps was frequently noted by visitors.
• Diversity and Inclusion: Positive growth in Hispanic or Latinx visitation, with ongoing efforts to align demographics with Los Angeles County.

Strategic Implications:

These insights are crucial for refining our strategies to enhance visitor experiences, improve wayfinding, and create a more inclusive environment. By aligning our efforts with the strategic plan, we aim to amplify the impact of our collections, broaden access, and diversify our offerings. The COVES Fiscal Year 2024 Report not only highlights achievements but also outlines areas for growth, ensuring that The Huntington continues to thrive as a vibrant and inclusive cultural institution.