REPORT AGAINST STRATEGIC PLAN

Transcription

1 REPORT AGAINST STRATEGIC PLAN Visitor Data & Insight and information on other PIs End of Year Report for 2011/12 Amanda Bruce End of Year Performance Indicator Report 2011/12 1

2 End of Year Performance Indicator Report 2011/12 2

3 TABLE OF CONTENTS A NOTE ON THE CALCULATION OF VISIT FIGURES 5 EXECUTIVE SUMMARY 7 I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: 8 KPI 1 NUMBER OF VISITS TO THE MUSEUM 8 KPI 2 NUMBER OF VISITS TO V&A SITES AND TOURING EXHIBITIONS 10 KPI 3 NUMBER OF USERS (VISITS TO V&A SITES + TOURING EXHIBITIONS + WEB) 10 KPI 4 NUMBER OF REPEAT VISITS: 10 KPI 5 NUMBER AND % OF UK AND OVERSEAS VISITS 13 II. CHILDREN AND CHILD PARTICIPATION 15 KPI 6 NUMBER OF CHILDREN AGED 15 AND UNDER ATTENDING THE MUSEUM SITES 15 KPI 7 NUMBER OF FACILITATED AND SELF-DIRECTED VISITS TO THE MUSEUM/GALLERY BY CHILDREN 15 AND UNDER IN FORMAL EDUCATION 16 KPI 8 NUMBER OF INSTANCES OF CHILDREN 15 AND UNDER PARTICIPATING IN ONSITE ORGANISED ACTIVITIES 17 KPI 9 NUMBER OF INSTANCES OF CHILDREN UNDER 16 PARTICIPATING IN OUTREACH ACTIVITIES OUTSIDE THE MUSEUM /GALLERY 18 III. ADULT PARTICIPATION 19 KPI 11 NUMBER OF INSTANCES OF ADULTS AGED 16 AND OVER PARTICIPATING IN ORGANISED ACTIVITIES 19 KPI 12 NUMBER OF INSTANCES OF ADULTS AGED 16 AND OVER PARTICIPATING IN OUTREACH ACTIVITIES OUTSIDE THE MUSEUM / GALLERY 19 IV. LOWER SOCIO-ECONOMIC 20 KPI 13 NUMBER AND % OF ALL UK VISITS FROM NS-SEC GROUPS KPI 14 NUMBER AND % OF VISITS BY UK ADULT VISITORS AGED 16 AND OVER FROM NS-SEC GROUPS V. BAME (BLACK, ASIAN, AND MINORITY ETHNIC) 23 KPI 15 NUMBER AND % OF ALL UK BAME VISITS 23 KPI 16 NUMBER AND % OF VISITS BY UK BAME ADULT VISITORS AGED 16 AND OVER 26 VI. DISABLED ACCESS 27 KPI 17 NUMBER AND % OF VISITS BY UK ADULT VISITORS AGED 16 AND OVER WHO CONSIDER THEMSELVES TO HAVE A LIMITING LONG-TERM ILLNESS, DISABILITY OR INFIRMITY 27 VII. CREATIVE INDUSTRIES 28 KPI 18 NUMBER AND % OF VISITS BY PROFESSIONALS, TEACHERS AND STUDENTS IN CREATIVE INDUSTRIES 28 KPI 19 COMMISSIONS AND OTHER WORK WITH PRACTITIONERS FROM THE CREATIVE INDUSTRIES 31 End of Year Performance Indicator Report 2011/12 3

4 VIII. DIGITAL 32 KPI 20 NUMBER OF UNIQUE WEB VISITS 32 KPI 21 % OF COLLECTION INTERNET ACCESSIBLE 33 IX. VISITOR SATISFACTION 35 KPI 23 % OF VISITORS WHO WOULD RECOMMEND A VISIT 35 X. LOANS & TOURING EXHIBITIONS 36 KPI 24 NUMBER OF UK LOAN VENUES 36 KPI 25 NUMBER OF VISITS TO V&A TOURING EXHIBITIONS (UK AND OVERSEAS) 36 KPI 26 NUMBER OF LOAN VENUES (UK (KPI 24) AND OVERSEAS) 36 XI. RESEARCH 37 KPI 27 NUMBER OF PUBLICATIONS 40 KPI 28 NUMBER OF EXTERNALLY-FUNDED RESEARCH PROJECTS 40 KPI 29 NUMBER OF RESEARCH FELLOWSHIPS AND EXCHANGES 40 KPI 30 NUMBER OF POSTGRADUATE STUDENTS ON COLLABORATIVE PROGRAMMES BASED AT THE V&A 40 KPI 31 NUMBER OF OCCASIONS OF ADVICE TO PUBLIC BODIES (E.G. CAPITAL TAXES OFFICE, MLA, HLF) 40 XII. ACQUISITIONS 41 KPI 32 SCOPE OF ACQUISITIONS 41 XIII. FINANCIAL 43 KPI SELF GENERATED INCOME 43 KPI 36 PROGRESS AGAINST VALUE FOR MONEY SAVING PROGRAMME 43 KPI 37 PROPORTION OF TOTAL INCOME THAT IS SELF-GENERATED 43 KPI 38 GRANT IN AID PER VISIT 43 XIV. SUSTAINABILITY 44 KPI 39 CARBON FOOTPRINT REDUCTION (ENERGY AND TRANSPORT/TRAVEL) 44 XVI. WORKFORCE 45 KPI 40 AVERAGE NUMBER OF DAYS SICKNESS ABSENCE PER EMPLOYEE 45 KPI 41 WORKFORCE DIVERSITY (QUANTITATIVE AND QUALITATIVE) 45 End of Year Performance Indicator Report 2011/12 4

5 VICTORIA AND ALBERT MUSEUM End of Year Report, April 2011 March 2012 This report covers all 41 V&A performance indicators (PIs). Over half of these are in the V&A s Funding Agreement with the DCMS (17 are DCMS mandatory PIs and 5 are PIs that the V&A volunteered to be included in the Funding Agreement). PIs in the Funding Agreement are outlined in bold. Please note DCMS has recently conducted a review of the performance indicators (PIs) that it requires its sponsored museums and galleries to report. In tandem with this, as part of the Strategic Planning process, the Museum has taken the opportunity to review its internal PIs to ensure that the full complement of DCMS and V&A PIs are fit for purpose. The combination of this work means that going forward the V&A will have 28 PIs, a welcome reduction. A NOTE ON THE CALCULATION OF VISIT FIGURES Visitor data is calculated primarily by applying market research data (calculated at the 95% confidence level) to general visit figures. Some of the data is calculated using subsets of the audience sample. The Museum s market research provider is currently Morris Hargreaves Macintyre (MHM). From October 2010, V&A audience profiling has been procured in partnership with a number of other national museums and galleries. The approach to data collecting is therefore now the same at all partner sites, not only ensuring consistency but also allowing sector-wide benchmarking on key performance indicators and other areas. The partners are: Victoria and Albert Museum V&A Museum of Childhood Tate (Britain and Modern) National Portrait Gallery National Gallery British Library Natural History Museum Imperial War Museum (all five sites) BENCHMARKED DATA Benchmarked data does not include groups. The charts in this report that represent data from the benchmarking partnership do not include adults or children in groups. They also do not include Museums that are not in the benchmarking partnership (such as the Science Museum). End of Year Performance Indicator Report 2011/12 5

6 End of Year Performance Indicator Report 2011/12 6

7 Executive Summary The report covers data from April 2011 to March Of particular note: RECORD VISIT FIGURES 2011/12 has been a second consecutive year for record visit figures at the V&A, with over 3.33 million visits across all sites! The V&A had the highest number of visitors in its 155-year history with over 2.88 million visits (+ 10%). The Museum of Childhood in Bethnal Green also saw record attendance numbers with over 443,300 visits (+ 5%). CHILD VISITS AT SK At the number and proportion of child visits (KPI 6) is up (+ 37%), by far in excess of the increased number of visits (+ 10%). There has also been an increase in the number of school visits (+ 11%). CREATIVE INDUSTRIES Creative Industries (KPI 18) visits are significantly up (42%). Previously our CI audience has been approximately a third of total visits, so this is a fantastic result. This was driven by our temporary exhibition programme and Friday Lates. STUDENTS The V&A SK has a particularly high proportion of full-time student visits, 19%. MORE FIRST TIME VISITS In 2011/12 the V&A had an increased proportion and number of visits from first time visitors (46% compared to 40% last year). MHM have confirmed that these first time visitors tend to be European tourists. This helps explain why the proportion of repeat visits has not risen in line with visit numbers (KPI 4). This is also consistent with the increase in number and proportion of overseas visits (KPI 5) at (+ 18%). ETHNICITY BAME (non white, KPI 15 and 16) visits are up in number and proportion for the year at both SK and the MoC. Overall, 18% of UK visits to the V&A were from BAME visitors. The outturn at South Kensington (16%) is the highest proportion in 10 years. This is very positive and is part of a continuing 10 year trend of increased BAME visits. The outturn at MoC (25%) also remains very strong. CHILD VISITS AT MOC At MoC the total number of child visits (KPI 6) and the number of school children (KPI 7) has not risen in line with visit numbers. There are several factors which affect this including: o the increase in overseas visits (+38%), as this audience don't tend to visit in family groups; o the strategic repositioning of the Museum as a destination for adult visits; o booked teaching sessions for schools are at full capacity. LOWER SOCIO-ECONOMIC The number and proportion of visits from NS-SEC groups 5-8 (KPI 13 and 14) is down (- 11%) at. Only 8% of UK visitors were from NS-SEC groups 5-8 in 2011/12. This is the lowest proportion since 2008/09, and below the 11% we achieved in 2006/07, 2007/08 and 2009/10. However, visits from NS-SEC groups 5-8 remain very strong at MoC (20%). DIGITAL The Museum has recently revisited the methodology for measuring web performance to bring it into line with the wider cultural sector. Using the new measures (Google Analytics) the year on year growth trend is + 21% (Jan-Mar 2012 compared to Jan-Mar 2011). In 2012/13 the V&A will introduce a basket of performance measures for all digital activity including web, mobile and social networks. TARGETS The V&A has met or exceeded all of its PI targets set in the 2011/12 Strategic Plan other than KPI 3 (Users), KPI 11 (Adult Learners), KPI 20 (web visits) and KPI 21 (% of collection internet accessible). We are still awaiting data for KPI (self-generated income). End of Year Performance Indicator Report 2011/12 7

8 I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: KPI 1 Number of visits to the museum 2010/ /12 % diff target TOTAL 3,049,000 3,335,200 +9% 2,923,000 1 st Qtr (Apr-Jun) 798, ,300-7% Museum of Childhood Blythe House 2 nd Qtr (Jul-Sep) 807, ,800 +7% 3 rd Qtr (Oct-Dec) 663, , % 4 th Qtr (Jan-Mar) 779, , % 2,619,600 2,888, % 2,500,000 1 st Qtr (Apr-Jun) 696, ,600-7% 2 nd Qtr (Jul-Sep) 709, ,100 +6% 3 rd Qtr (Oct-Dec) 565, , % 4 th Qtr (Jan-Mar) 649, , % 422, ,300 +5% 420,000 1 st Qtr (Apr-Jun) 97,400 95,800-2% 2 nd Qtr (Jul-Sep) 97, , % 3 rd Qtr (Oct-Dec) 98, , % 4 th Qtr (Jan-Mar) 129, ,000-3% 6,800 3,200-53% 3,000 1 st Qtr (Apr-Jun) 4,500* % 2 nd Qtr (Jul-Sep) % 3 rd Qtr (Oct-Dec) % 4 th Qtr (Jan-Mar) % * The high outturn in QTR 1 of 2010/11 was due to the Artangel exhibition The Concise Dictionary of Dress. The V&A had the highest number of visitors in its 155-year history with over 2.88 million visits (+ 10% on last year). The Museum of Childhood in Bethnal Green also saw record attendance numbers with over 443,300 visits (+ 5% on last year). End of Year Performance Indicator Report 2011/12 8

9 I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: Visits to V&A 2002/ /12 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, , / / / / / / / / / /12 Visits to V&A Museum of Childhood 2002/ /12 500, , , , , ,000 The Museum of Childhood was 200, , ,000 50, / / / / / / / / / /12 End of Year Performance Indicator Report 2011/12 9

10 I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: KPI 4 Number of repeat visits: 2010/ /12 % diff KPI 2 Number of visits to V&A sites and touring exhibitions 2010/ /12 % diff target TOTAL 5,058,700 5,480,800 +8% 4,323,000 1 st Qtr (Apr-Jun) 1,269, ,900-30% 2 nd Qtr (Jul-Sep) 1,146,700 1,069,300-7% 3 rd Qtr (Oct-Dec) 1,498,000 1,950, % 4 th Qtr (Jan-Mar) 1,144,700 1,573, % KPI 3 Number of users (visits to V&A sites 2010/ /12 % diff target + touring exhibitions + web) TOTAL 30,035,100 30,730,400 +2% 34,323,000 1 st Qtr (Apr-Jun) 7,546,900 6,214,200-18% 2 nd Qtr (Jul-Sep) 6,981,800 7,198,700 +3% 3 rd Qtr (Oct-Dec) 8,245,300 9,016,600 +9% 4 th Qtr (Jan-Mar) 7,261,100 8,300, % Visits to National Museums and Galleries 2010/11 vs 2011/12 7,000,000-6% 6,000, % +5% 5,000,000 +3% 4,000, /11 3,000,000 +6% +10% 2011/12-24% +16% 2,000,000-11% 1,000,000 - Tate M & B BM NG NHM S. Ken NMSI V&A S. Ken NPG NMM IWM London I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: End of Year Performance Indicator Report 2011/12 10

11 a) In the last 12 months TOTAL 1,089,600 1,050,800-4% Museum of Childhood b) At any time 1 st Qtr (Apr-Jun) 288, ,000-20% 2 nd Qtr (Jul-Sep) 283, ,400-1% 3 rd Qtr (Oct-Dec) 235, , % 4 th Qtr (Jan-Mar) 283, ,000-15% 946, ,600-7% 1 st Qtr (Apr-Jun) 250, ,400-23% 2 nd Qtr (Jul-Sep) 231, ,100-1% 3 rd Qtr (Oct-Dec) 203, , % 4 th Qtr (Jan-Mar) 261, ,700-25% 143, , % 1 st Qtr (Apr-Jun) 38,000 38,600 +2% 2 nd Qtr (Jul-Sep) 51,800 49,300-5% 3 rd Qtr (Oct-Dec) 31,400 35, % 4 th Qtr (Jan-Mar) 22,000 45, % TOTAL 1,774,300 1,817,600 +2% 1 st Qtr (Apr-Jun) 462, ,500-15% 2 nd Qtr (Jul-Sep) 445, , % 3 rd Qtr (Oct-Dec) 406, , % 4 th Qtr (Jan-Mar) 460, ,300 0% 1,569,700 1,579,200 +1% 1 st Qtr (Apr-Jun) 410, ,700-16% 2 nd Qtr (Jul-Sep) 381, , % 3 rd Qtr (Oct-Dec) 358, , % 4 th Qtr (Jan-Mar) 418, ,800-6% Museum of Childhood 204, , % 1 st Qtr (Apr-Jun) 51,600 50,800-2% 2 nd Qtr (Jul-Sep) 63,600 72, % 3 rd Qtr (Oct-Dec) 48,000 49,300 +3% 4 th Qtr (Jan-Mar) 41,400 65, % In 2011/12 the V&A had an increased proportion and number of visits from first time visitors (46% compared to 40% last year). See overleaf for details. This helps explain why the proportion of repeat visits has not risen in line with visit numbers. End of Year Performance Indicator Report 2011/12 11

12 I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: Repeat Visits 2011/ /11 More than 1 year ago 24% First Time 44% Museum of Repeat Visits More than 1 year ago 24% First Time 40% Childhood 2011/12 Within Last Year 31% 2010/11 Within Last Year 36% More than 1 year ago 16% First Time 46% More than 1 year ago 15% First Time 51% Within Last Year 38% Within Last Year 34% End of Year Performance Indicator Report 2011/12 12

13 I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: KPI 5 Number and % of UK TOTAL and overseas visits Museum of Childhood 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 2010/ /12 % diff UK 1,827,900 UK 1,886,300 +3% OS 1,214,000 OS 1,444, % UK 431,600 UK 390,300-10% OS 362,200 OS 350,100-3% UK 450,300 UK 452,000 0% OS 356,800 OS 412, % UK 416,400 UK 511, % OS 247,400 OS 340, % UK 529,700 UK 533,000 +1% OS 247,600 OS 341, % UK 1,452,500 55% UK 1,508,900 52% +4% OS 1,167,100 45% OS 1,379,800 48% +18% UK 347,400 50% UK 314,200 49% -10% OS 349,000 50% OS 330,400 51% -5% UK 363,600 51% UK 358,500 48% -1% OS 345,600 49% OS 394,600 52% +14% UK 331,600 59% UK 414,600 56% +25% OS 233,400 41% OS 328,500 44% +41% UK 409,900 63% UK 421,600 56% +3% OS 239,100 37% OS 326,300 44% +36% UK 375,400 89% UK 377,400 85% +1% OS 46,900 11% OS 64,600 15% +38% UK 84,100 86% UK 76,100 79% -10% OS 13,200 14% OS 19,700 21% +49% UK 86,700 89% UK 93,500 83% +8% OS 11,200 11% OS 17,700 16% +58% UK 84,800 87% UK 96,400 88% +14% OS 14,000 13% OS 12,300 11% -12% UK 119,800 93% UK 111,400 88% -7% OS % OS % +75% In 2011/12 the V&A and Museum of Childhood both had an increased proportion and number of overseas visits. had an increased number and proportion of visits from first time visitors (46% compared to 40% last year). MHM have confirmed that these first time visitors tend to be European tourists, which correlates with the increase in OS visits. There has been a very large increase in the number and proportion of OS visits (+ 38%) at MoC. As OS visitors don t tend to visit in family groups this is consistent with the number of child visits (KPI 6) and the number of school children (KPI 7) not rising in line with visit numbers. End of Year Performance Indicator Report 2011/12 13

14 I. TOTAL VISITS, USERS, OVERSEAS, AND REPEAT VISITS: Visitor Origin 2011/12 Museum of Childhood Visitor Origin 2011/12 South and Central Rest of World Asia America 6% 5% 2% Greater London 29% N.America 13% S.E. England 8% Europe 22% Rest of UK 15% Europe North America 8% 3% Rest of UK 13% South East 4% Asia Rest of World 2% 2% The proportion of visits made by visitors London has increased from Greater London 68% from 25% in 2010/11 to 29% in 2011/12. This represents a return to 2007/08 and 2008/09 levels. The proportion of visits made by visitors from elsewhere in the UK has decreased from 21% in 2010/11 to 15% in 2011/12. This also represents a return to 2007/08 and 2008/09 levels Visitor Origin 14% 56% 62% 44% 56% 48% 16% 40% 61% 21% 23% 26% Overseas Other UK London 22% 20% 17% 70% 18% 22% 18% 35% 27% 29% 34% 21% NHM Nat. Gallery Tate Brit Tate Mod V&A MoC NPG BM End of Year Performance Indicator Report 2011/12 14

15 II. CHILDREN AND CHILD PARTICIPATION At the number and proportion of child visits (KPI 6) is up (+ 37%), by far in excess of the increased number of visits (+ 10%). There has also been an increase in the number of school visits (+ 11%). This success probably due to a number of factors including: o increased capacity for educational programmes, especially during half-term; o completion of the Exhibition Road project; o successful marketing to families that resulted in an increase in the numbers of family participants in educational programmes during the year. At MoC the total number of child visits (KPI 6) and the number of school children (KPI 7) has not risen in line with visit numbers. There are several factors which affect this: o the increase in overseas visits (+38%), as this audience don't tend to visit in family groups; o the strategic repositioning of the Museum as a destination for adult visits; o booked teaching sessions for schools are at full capacity. There is only limited potential for growth from self-guided schools visits during some parts of the school year (i.e. summer term). Looking forward MoC will ensure that the spread of market research interviews has the right balance between interviews conducted in a) term time and school holidays and b) week days and weekends. KPI 6 Number of children aged 15 and under attending the Museum sites 2010/ /12 % diff target TOTAL 378, , % 385,800 1 st Qtr (Apr-Jun) 78,300 89, % Museum of Childhood 2 nd Qtr (Jul-Sep) 114, ,600 +4% 3 rd Qtr (Oct-Dec) 104, ,300-2% 4 th Qtr (Jan-Mar) 81, , % 183, , % 1 st Qtr (Apr-Jun) 35,500 51, % 2 nd Qtr (Jul-Sep) 61,400 67, % 3 rd Qtr (Oct-Dec) 53,100 57,900 +9% 4 th Qtr (Jan-Mar) 33,100* 74,000* +124% 195, ,900-3% 1 st Qtr (Apr-Jun) 42,800 38,600-10% 2 nd Qtr (Jul-Sep) 52,800 51,300-3% 3 rd Qtr (Oct-Dec) 51,600 44,400-14% 4 th Qtr (Jan-Mar) 47,900 55, % * Easter did not fall in QTR 4 in 2010/11 but it did fall in QTR 4 in 2011/12. The re-landscaping of Exhibition Road and particularly cold weather may also have contributed to the low outturn in quarter three of 2010/11. End of Year Performance Indicator Report 2011/12 15

16 II. CHILDREN AND CHILD PARTICIPATION KPI 7 Number of facilitated and selfdirected visits to the museum/gallery by children 15 and under in formal education 2010/ /12 % diff target TOTAL 100, ,700 +6% 102,700 1 st Qtr (Apr-Jun) 17,800 19,000 +7% Museum of Childhood Excludes accompanying teachers and adults. 2 nd Qtr (Jul-Sep) 14,100 15,100 +7% 3 rd Qtr (Oct-Dec) 34,900 35,100 +1% 4 th Qtr (Jan-Mar) 33,900 37, % 51,100 56, % 1 st Qtr (Apr-Jun) 7,100 9, % 2 nd Qtr (Jul-Sep) 9,200 10, % 3 rd Qtr (Oct-Dec) 21,100 20,200-4% 4 th Qtr (Jan-Mar) 13,700 16, % 49,600 50,000 +1% 1 st Qtr (Apr-Jun) 10,700 9,200-14% 2 nd Qtr (Jul-Sep) 4,900 4,600-6% 3 rd Qtr (Oct-Dec) 13,800 14,900 +8% 4 th Qtr (Jan-Mar) 20,200 21,300 +5% Child Visits (16 and under) 2002/ /12 500, , , , , , , , ,000 50, / / / / /11 Museum of Childhood End of Year Performance Indicator Report 2011/12 16

17 II. CHILDREN AND CHILD PARTICIPATION Number and proportion of child visits to 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12 Number 181, , , , , , , , , ,200 % 9% 7% 10% 8% 8% 9% 10% 9% 7% 9% Number and proportion of child visits to Museum of Childhood 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12 Number 101, , ,000 66,400 69, , , , , ,900 % 60% 49% 53% 54% 45% 47% 49% 49% 46% 43% KPI 8 Number of instances of children 15 and under participating in onsite organised activities 2010/ /12 % diff target TOTAL 114, , % 116,500 1 st Qtr (Apr-Jun) 24,100 25,700 +7% Museum of Childhood 2 nd Qtr (Jul-Sep) 23,900 29, % 3 rd Qtr (Oct-Dec) 32,400 33,800 +4% 4 th Qtr (Jan-Mar) 33,800 39,000 15% 49,600 55, % 1 st Qtr (Apr-Jun) 8,300 8,000-4% 2 nd Qtr (Jul-Sep) 8,600 11, % 3 rd Qtr (Oct-Dec) 16,200 15,200-6% 4 th Qtr (Jan-Mar) 16,500 21, % 64,600 71, % 1 st Qtr (Apr-Jun) 15,800 17, % 2 nd Qtr (Jul-Sep) 15,300 17, % 3 rd Qtr (Oct-Dec) 16,200 18, % 4 th Qtr (Jan-Mar) ,000 +4% End of Year Performance Indicator Report 2011/12 17

18 II. CHILDREN AND CHILD PARTICIPATION KPI 9 Number of instances of children under 16 participating in outreach activities outside the museum /gallery 2010/ /12 % diff TOTAL 1,000 1, % 1 st Qtr (Apr-Jun) % Museum of Childhood 2 nd Qtr (Jul-Sep) % 3 rd Qtr (Oct-Dec) % 4 th Qtr (Jan-Mar) % % 1 st Qtr (Apr-Jun) % 2 nd Qtr (Jul-Sep) % 3 rd Qtr (Oct-Dec) % 4 th Qtr (Jan-Mar) 0 0 0% 600 1, % 1 st Qtr (Apr-Jun) % 2 nd Qtr (Jul-Sep) % 3 rd Qtr (Oct-Dec) % 4 th Qtr (Jan-Mar) % Excludes accompanying teachers and adults. NB This measure only includes figures for V&A organised events, NOT events organised by other institutions that the V&A has participated in. KPI 10 Number of school pupils NB This measure is the same as KPI 7. End of Year Performance Indicator Report 2011/12 18

19 III. ADULT PARTICIPATION KPI 11 Number of instances of adults aged 16 and over participating in organised activities 2010/ /12 % diff target TOTAL 159, ,600 0% 162,300 1 st Qtr (Apr-Jun) 34,500 36,400 +6% Museum of Childhood 2 nd Qtr (Jul-Sep) 40,900 42,300 +3% 3 rd Qtr (Oct-Dec) 39,300 39,800 +1% 4 th Qtr (Jan-Mar) 44,400 40,100-10% 129, ,500* -4% 1 st Qtr (Apr-Jun) 28,300 27,500-3% 2 nd Qtr (Jul-Sep) 32,300 31,800-2% 3 rd Qtr (Oct-Dec) 33,200 32,200-3% 4 th Qtr (Jan-Mar) 36,000 33,000-8% 29,300 34, % 1 st Qtr (Apr-Jun) 6,200 8, % 2 nd Qtr (Jul-Sep) 8,600 10, % 3 rd Qtr (Oct-Dec) 6,100 7, % 4 th Qtr (Jan-Mar) 8,400 7,100-15% * This measure includes events organised by the Learning Department (+ 17% year on year), as well as participants in the Friday Late programme, Fashion in Motion events, and visits to reading rooms such as at Blythe House. KPI 12 Number of instances of adults aged 16 and over participating in outreach activities outside the museum / gallery 2010/ /12 % diff TOTAL 1,600 1,400-13% 1 st Qtr (Apr-Jun) % Museum of Childhood 2 nd Qtr (Jul-Sep) % 3 rd Qtr (Oct-Dec) % 4 th Qtr (Jan-Mar) % % 1 st Qtr (Apr-Jun) % 2 nd Qtr (Jul-Sep) % 3 rd Qtr (Oct-Dec) % 4 th Qtr (Jan-Mar) % % 1 st Qtr (Apr-Jun) % 2 nd Qtr (Jul-Sep) % 3 rd Qtr (Oct-Dec) % 4 th Qtr (Jan-Mar) % NB This measure only includes figures for V&A organised events, NOT events organised by other institutions that the V&A has participated in. End of Year Performance Indicator Report 2011/12 19

20 IV. LOWER SOCIO-ECONOMIC There was a problem with the collection of NS-SEC data at the Museum of Childhood in the first quarter of 2011/12. Therefore, the outturn for quarter one in KPI 13 and 14 is an average of the outturns for quarters two to four. The number and proportion of NS-SEC (KPI 13 and 14) visits at is down (- 11%). Only 8% of UK visitors were from NS-SEC groups 5-8 in 2011/12. This is the lowest proportion since 2008/09, and below the 11% we achieved in 2006/07, 2007/08 and 2009/10. This is partially explained by an increase in Students (from 14% to 18%). This increase in students has meant that the proportion of both NS-SEC 1-4 and NS-SEC 5-8 has decreased. Please see Appendix 1 for the Visitor Profile for Temporary Exhibitions during the year. KPI 13 Number and % of all UK visits from NS-SEC groups 5-8 TOTAL Museum of Childhood 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 2010/ /12 % diff 202, ,900 11% of UK visits 10% of UK visits -3% 53,500 42,600 12% of UK visits 11% of UK visits -20% 52,200 46,000 12% of UK visits 10% of UK visits -12% 46,100 54,200 11% of UK visits 11% of UK visits +18% 50,900 53,100 10% of UK visits 10% of UK visits +4% 135, ,100 9% of UK visits 8% of UK visits -11% 38,100 27,500 11% of UK visits 9% of UK visits -28% 33,900 27,500 9% of UK visits 8% of UK visits -19% 33,100 32,700 10% of UK visits 8% of UK visits -1% 30,400 32,400 7% of UK visits 8% of UK visits +7% 67,200 75,800 18% of UK visits 20% of UK visits +13% 15,400 15,100* 18% of UK visits 20% of UK visits -2% 18,300 18,500 21% of UK visits 20% of UK visits +1% 13,000 21,500 15% of UK visits 22% of UK visits +65% 20,500 20,700 +1% 17% of UK visits 19% of UK visits End of Year Performance Indicator Report 2011/12 20

21 IV. LOWER SOCIO-ECONOMIC UK visits from NS-SEC groups 5-8 (2006/ /12) 300, , , , ,000 50, / / / / / /12 Museum of Childhood Number and proportion of UK Visitors from Lower Socio-Economic Categories Attending the Museum: 06/07 07/08 08/09 09/10 10/11 11/12 Number 178, , , , , ,100 % 11% 11% 8% 11% 9% 8% Social Class (NS-SEC) 25% 18% 14% 14% 14% 26% 14% 9% 10% 14% 9% 15% 7% 10% 12% 5% 6% 71% 69% 18% 7% 10% 12% 9% 6% 70% 7% 74% Occupation not stated Student 5 to 8 1 to 4 60% 61% 51% 51% NHM Nat. Gallery Tate Brit Tate Mod V&A MoC NPG BM End of Year Performance Indicator Report 2011/12 21

22 IV. LOWER SOCIO-ECONOMIC KPI 14 Number and % of visits by UK adult visitors aged 16 and over from NS-SEC groups 5-8 TOTAL Museum of Childhood 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 2010/ /12 % diff 156, ,200 10% of UK adults 9% of UK adults -5% 43,500 33,500 11% of UK adults 10% of UK adults -23% 38,100 34,800 10% of UK adults 9% of UK adults -9% 34,900 42,000 10% of UK adults 9% of UK adults +20% 40,100 38,900 8% of UK adults 9% of UK adults -3% 124, ,800 9% of UK adults 8% of UK adults -12% 35,900 25,300 11% of UK adults 9% of UK adults -30% 30,000 25,100 9% of UK adults 8% of UK adults -16% 30,100 30,200 10% of UK adults 8% of UK adults 0% 28,600 29,200 7% of UK adults 8% of UK adults +2% 32,000 39,400 14% of UK adults 16% of UK adults +23% 7,600 8,200 14% of UK adults 14% of UK adults +8% 8,100 9,700 18% of UK adults 16% of UK adults +20% 4,800 11,800 10% of UK adults 18% of UK adults +146% 11,500 9,700-16% 14% of UK adults 14% of UK adults End of Year Performance Indicator Report 2011/12 22

23 V. BAME (BLACK, ASIAN, AND MINORITY ETHNIC) BAME (non white, KPI 15 and 16) visits are up in number and proportion for the year at both SK and the MoC. Overall, 18% of UK visits to the V&A were from BAME visitors. The outturn at (16%) is the highest proportion in 10 years. This is very positive and is part of a continuing 10 year trend of increased number and proportion of BAME visits. The outturn at MoC also remains strong (25%). KPI 15 Number and % of all UK BAME visits 2010/ /12 % diff TOTAL 300, ,700 16% of UK visits 18% of UK visits +13% 1 st Qtr (Apr-Jun) 69,400 72,900 16% of UK visits 19% of UK visits +5% 2 nd Qtr (Jul-Sep) 55,900 94,700 12% of UK visits 21% of UK visits +69% 3 rd Qtr (Oct-Dec) 88,400 69,800 21% of UK visits 14% of UK visits -21% 4 th Qtr (Jan-Mar) 86, ,300 16% of UK visits 19% of UK visits +18% 207, ,500 14% of UK visits 16% of UK visits +18% 1 st Qtr (Apr-Jun) 45,000 51,900 13% of UK visits 17% of UK visits +15% 2 nd Qtr (Jul-Sep) 39,600 70,100 11% of UK visits 20% of UK visits +77% 3 rd Qtr (Oct-Dec) 65,600 48,000 20% of UK visits 12% of UK visits -27% 4 th Qtr (Jan-Mar) 57,000 74,500 14% of UK visits 18% of UK visits +31% Museum of Childhood 92,900 95,200 25% of UK visits 25% of UK visits +2% 1 st Qtr (Apr-Jun) 24,400 21,000 29% of UK visits 28% of UK visits -14% 2 nd Qtr (Jul-Sep) 16,300 24,600 19% of UK visits 26% of UK visits +51% 3 rd Qtr (Oct-Dec) 22,800 21,800 27% of UK visits 23% of UK visits -4% 4 th Qtr (Jan-Mar) 29,400 27,800 25% of UK visits 25% of UK visits -5% * The high outturn for in quarter three in 2010/11 is the result of a very high number of visitors who identified themselves as Chinese. The public programme in this quarter included the exhibition Imperial Chinese Robes from the Forbidden City. End of Year Performance Indicator Report 2011/12 23

24 IV. BAME (BLACK, ASIAN, AND MINORITY ETHNIC) Number of UK BAME Visits to All Sites 2002/ /12 400, , ,000 Number and proportion of UK BAME visits to 250, , , ,000 50, / / / / / / / / / /12 Museum of Childhood 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12 Number 126,700 97, , , , , , , , ,500 % 9% 7% 11% 11% 11% 10% 11% 14% 14% 16% Ethnicity (BAME) 21% 17% 11% 12% 16% 25% 10% 16% BAME 79% 83% 89% 88% 84% 75% 90% 84% White NHM Nat. Gallery Tate Brit Tate Mod V&A MoC NPG BM End of Year Performance Indicator Report 2011/12 24

25 IV. BAME (BLACK, ASIAN, AND MINORITY ETHNIC) V&A UK Visitors BAME Breakdown (2007/ /12) 16% 14% 12% 3% 3% 3% UK Other ethnic group 10% 8% 6% 3% 2% 1% 2% 1% 2% 2% 3% 2% 1% 2% 1% 6% UK Chinese UK Black or Black British UK Asian or Asian British UK Mixed 4% 2% 0% 4% 2% 4% 3% 3% 1% 2% 2% 4% V&A Ethnicity Profile of Temporary Exhibitions 2011/12 100% 90% 80% 70% Other Ethnic Group 60% Chinese 50% 40% 30% 95% 83% 86% 81% 75% Black Asian Mixed White 20% 10% 0% Cult of Beauty Figures and Power of Making Postmodernism Yohji Yamamoto Fictions (free) End of Year Performance Indicator Report 2011/12 25

26 IV. BAME (BLACK, ASIAN, AND MINORITY ETHNIC) KPI 16 Number and % of visits by UK BAME adult visitors aged 16 and over TOTAL Museum of Childhood 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 2010/ /12 % diff 212, ,800 13% of UK adults 16% of UK adults +24% 51,100 57,900 13% of UK adults 17% of UK adults +13% 37,500 76,200 10% of UK adults 20% of UK adults +103% 61,600 52,900 18% of UK adults 12% of UK adults -14% 62,000 76,800 13% of UK adults 17% of UK adults +24% 174, ,100 13% of UK adults 16% of UK adults +28% 40,000 47,800 12% of UK adults 17% of UK adults +20% 31,200 63,900 10% of UK adults 20% of UK adults +105% 53,600 44,300 18% of UK adults 12% of UK adults -17% 49,200 67,100 12% of UK adults 18% of UK adults +36% 38,200 40,700 17% of UK adults 16% of UK adults +7% 11,100 10,100 20% of UK adults 18% of UK adults -9% 6,300 12,300 14% of UK adults 20% of UK adults +95% 8,000 8,600 17% of UK adults 13% of UK adults +8% 12,800 9,700-24% 16% of UK adults 14% of UK adults * The high outturn for quarter three in 2010/11 is the result of a very high number of visitors who identified themselves as Chinese. The public programme in this quarter included the exhibition Imperial Chinese Robes from the Forbidden City. End of Year Performance Indicator Report 2011/12 26

27 VI. DISABLED ACCESS KPI 17 Number and % of visits by UK adult visitors aged 16 and over who consider themselves to have a limiting long-term illness, disability or infirmity TOTAL 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 1 st Qtr (Apr-Jun) 2 nd Qtr (Jul-Sep) 3 rd Qtr (Oct-Dec) 4 th Qtr (Jan-Mar) 2010/ /12 % diff 76,300 21,500 5% of UK adults 1% of UK adults -72% 15,600 4,600 4% of UK adults 1% of UK adults -71% 16,100 5,900 4% of UK adults 2% of UK adults -63% 16,100 6,500 5% of UK adults 1% of UK adults -60% 28,500 4,500 6% of UK adults 1% of UK adults -84% 61,600 16,800 5% of UK adults 1% of UK adults -73% 11,200 4,000 3% of UK adults 1% of UK adults -64% 13,400 5,900 4% of UK adults 2% of UK adults -56% 13,400 4,500 5% of UK adults 1% of UK adults -66% 23,600 2,400-90% 6% of UK adults 1% of UK adults Museum of Childhood 14,700 4,700 6% of UK adults 2% of UK adults -68% 1 st Qtr (Apr-Jun) 4, % of UK adults 1% of UK adults -86% 2 nd Qtr (Jul-Sep) 2,700-6% of UK adults 0% of UK adults -100% 3 rd Qtr (Oct-Dec) 2,700 2,000 6% of UK adults 3% of UK adults -26% 4 th Qtr (Jan-Mar) 4,900 2,100 6% of UK adults 3% of UK adults -57% This decrease is probably due to the way that this question is now asked. Respondents were previously asked 'Do you have any long-standing illness, disability or infirmity?' This question is now asked, followed by the additional question 'If yes, does this illness or disability limit your activities in any way?' The measure is now output from the second question, resulting in a smaller outturn. End of Year Performance Indicator Report 2011/12 27

28 VII. CREATIVE INDUSTRIES Showcasing the best contemporary art and design and making it accessible to all was one of the founding missions of the V&A, and this aim is still at the heart of the Museum. One of the V&A s key strategic aims is to promote, support and develop the UK creative economy by inspiring designers and makers, and by stimulating enjoyment and appreciation of design. Through its exhibitions and programmes, acquisitions and commissions, the V&A continues to inspire new generations of makers and consumers, contributing to the success and growth of the UK creative economy. KPI 18 Number and % of visits by professionals, 2010/ /12 Target teachers and students in creative industries 30% Creative Industries 746,400 28% of total visits 1,100,500 42% of total visits Creative Industries visits are significantly up in 2011/12 to 42%. Previously our CI audience has been approximately a third of total visits, so this is a fantastic result. This was driven by many factors including our temporary exhibition programme, especially Power of Making (56% of visitors involved in CI) and Postmodernism (62% of visitors involved in CI) and Yohji Yamamoto (71% of visitors involved in CI). Our Friday Lates programme, such as Hot Brazil in January 2012, has also been successful at attracting CI audiences. NB the creative industries are defined as follows: Design (e.g. practitioners in product, interior, graphics, illustration, fashion, textiles, architecture and those in the associated buying/retail function) Performing Arts (music, theatre, dance) Digital Media (e.g. web deisgners) Marketing, Advertising and PR TV, Film and Video Arts and Crafts (e.g. ceramics, glass, jewellery) Fine Arts and Antiques Publishing Cultural Institutions (e.g. museums, galleries, libraries, Arts Council etc) Events programme While all of the V&A s programmes are about creativity in art and design, some events may be aimed specifically at CI audiences or be especially effective in showcasing the work of contemporary practitioners. The list of examples below is not comprehensive. Exhibitions and Displays () - Yohji Yamamoto, 12 March 10 July 2011, 70,500 visits; End of Year Performance Indicator Report 2011/12 28

29 VII. CREATIVE INDUSTRIES - Figures and Fictions, 12 April 17 July 2011, 21,400 visits; - Power of Making, 6 September January 2012, 320,700 visits; - Postmodernism, 24 September January 2012, 114,900 visits; - Architectural Competition Designs for V&A Dundee, 1 April 15 May 2011; - The Jameel Prize 2011, 20 July 25 September 2011; - Ai Weiwei: Dropping the Urn, 15 October March 2012; - The House of Annie Lennox, 5 September February 2012; - V&A Illustration Awards 2011, 6 June 17 December 2011; Touring Exhibitions - Hats: An Anthology by Stephen Jones, Bard Graduate Centre, New York, 16,500 visits. - Something that I ll never really see. Contemporary Photography from the V&A: National Gallery of Modern Art, Bangalore, 2,000 visits; National Gallery of Modern Art, Delhi, 3,000 visits; Salar Jung Museum, Hyderabad, 137,300 visits. - Diaghilev and the Golden Age of the Ballets Russes, : Musée National des beaux arts du Québec, 76,800 visits; La Caixa, Barcelona, 105,800 visits. - The Jameel Prize Tour 2011, Institut du Monde Arabe, Paris, 15,800 visits. - Decode, Design Museum, Holon, Israel, 31,000 visits. - Street Art: Black Rat Press Gallery, London, 400 visits; Nottingham Castle Museum & Art Gallery, 73,000 visits; Chatham Historic Dockyard, Kent, 16,000 visits; Ulster Museum, Belfast, 103,700 visits. - My Generation: The Glory Years of British Rock, photographs by Harry Goodwin: O2, London, 30,000 visits; The Public, Walsall, 17,000 visits. - The Birth of British Rock: Photographs by Harry Hammond, Cannon Hall, Barnsley, 30,000 visits. - A Flash of Light - The Dance Photography of Chris Nash, Wales Millennium Centre in Cardiff, 78,000 visits. Fashion in Motion: Free full-scale catwalk shows. Featured designers in 2011/12 were: Yohji Yamamoto, 1 July 2011; Peter Jensen, 18 November 20111; Olivier Saillard, 20 January The V&A hosted the 2011 London Design Festival, September The V&A has been the Hub of London s annual festival of contemporary design since It was a successful and exciting collaboration that brought the contemporary design world to the heart of the V&A. The Sackler Centre was also home to the Design Embassy where international design and business delegates met, mingled, conducted business meetings and enjoyed the beautiful and inspiring surroundings of the museum. Highlights included: - Displays and installations throughout the V&A e.g. Timber Wave, by AL_A, supported by American Hardwood Export Council and Textile Field, by Ronan and Erwan Bouroullec, supported by Kvadrat; - A programme of over 60 events attended by over 12,000 people included: o Daily FT Breakfast Talks on the business of design; o Designer talks and tours; End of Year Performance Indicator Report 2011/12 29

30 VII. CREATIVE INDUSTRIES o Gallery talks by V&A curators; o Drop-in events in the Sackler Centre studios; The V&A received 99,100 visitors during the nine-day festival, a rise of +85% on the normal visitor figures at this time of year. Museum of Childhood - Julia Margaret Cameron, 15 October February The Imagination of Children, 15 October February Jake and Dinos Chapman: My Giant Colouring Book, 10 September January 2012 Learning & Interpretation, V&A - Creative Quarter: an insight into the creative industries for year olds. At this free one-day event students have the opportunity to meet professionals within the creative industries, take part in workshops, drop-in activities, talks and demonstrations. - DesignLab: this series of workshops allows students to respond to briefs set by creative industry practitioners e.g. jewellery, animation, print design etc - ArchiLab: this series of workshops allow students to explore the V&A and RIBA architectural collections - TheatreLab: these workshops allowed students to explore the creative process of performance - Drop-in Design: A popular new programme for families, e.g. - Friday night Lecture Theatre Programme of talks featuring renowned designers, artists, writers and critics e.g. Peter Greenaway, Sir Roy Strong, Gilbert & George, Angela and Margherita Missoni, Christian Louboutin, Antonia Fraser, and Alice Temperley. - Create! This programme of workshops, courses, and events for year olds included design workshops and activities on digital, creative design, theatre set, costume and graphic design Friday Late programme - Held on the last Friday of every month (except December), when the museum is open from to 22.00, Friday Late includes a mixture of live performances, cutting edge fashion, debates, one-off displays, special guests, bar and food, guest DJs, and late-night exhibition opening. Admission is free to the museum, although some events may be ticketed. Friday Lates attract on average 3,800 visits (entering the V&A after 7.30 pm). Examples of the 2011/12 programme included: o No Strings (November 2011): Explore the world of contemporary graphics, typography and illustration as you try your hand at everything from traditional letter pressing to creating and printing your own magazine. Museum Residency Programme - The Museum s Residency Programme gives designers, artists, writers and makers the opportunity to have a studio in the V&A s Sackler Centre for Arts Education. 2011/12 saw residencies by the following artists: o Poetry Residency, Sophie Robinson o Photography Residency, Bettina von Zwehl o Maker Collective Residency, Postlerferguson o Ceramics: Independent Practice Residency, Clare Twomey o Calligraphy Residency, Cherrell Avery o Sound Artist in Residence, Jason Singh o Ceramics: Ring Star Residency, Louisa Taylor End of Year Performance Indicator Report 2011/12 30

31 VII. CREATIVE INDUSTRIES KPI 19 Commissions and other work with practitioners from the creative industries In addition to showcasing the Creative Industries through its programme, the V&A commissions work ranging from major redevelopment projects, through exhibition design to products for retail. The V&A works with both established names and new emerging talents. FuturePlan Developments: Over the past year V&A Design have worked on a number of FuturePlan projects including: - Lydia & Manfred Gorvy Lecture Theatre (completed March 2011) - Photographs Gallery 100 (completed October 2011) As plans for FuturePlan Phase 2 develop the V&A has appointed a number of architects to progress designs. These include: - ZMMA (Zombory-Moldovan Moore Architects) for Europe Muma (McInnes Usher McKnight Architects) for Cast Courts gallery 33a step-free access and daylit gallery space Awards that the V&A won in 2011/12 include: - The Design Week Award 2011 (jointly with St Paul s) for the Medieval and Renaissance Galleries - The Civic Trust Award 2011, Special Award for Sustainability for the Medieval and Renaissance Galleries - The Ceramics Study Galleries was the Inside Award winner of the Triennial Award for Excellence in Brickwork VAE is an important contributor to fulfilling the Museum s mission for working with and inspiring creative design. It works with a number of artists and designers to develop new product ranges for its shop and through licensing. V&A Images are active in supporting the creative industries. V&A Publishing launched 35 new titles, one revised edition, and 17 foreign language and co-editions. Contemporary Commissions: In 2011/12, to celebrate the festive period, the V&A commissioned Studio Rosa to create a Christmas Tree for the Grand Entrance (9 December January 2012) In 2011/12 the V&A, in partnership with the Crafts Council, commissioned a number of works of art for the exhibition The Power of Making : o a three screen film installation by Juriaan Booij o a site-specific commission - Sugar Sculpture by Jacquy Pfeiffer from the French Pastry School, Chicago In 2011/12 a series of installations and a new visual identity were commissioned FridayLate programme, including the Secret Skip Swimming Pool, by Oliver Bishop Young (26 August 2011) For the London Design Festival, the V&A commissioned a number of works: o Textile Field, Ronan and Erwan Bouroullec, supported by Kvadrat o Timber Wave, AL_A, supported by American Hardwood Export Council o Scaffolding Brut, Eyal Burstein For Beta Tank End of Year Performance Indicator Report 2011/12 31

32 VIII. DIGITAL KPI 20 Number of unique web visits 2010/ /12 % diff target TOTAL 24,976,400 25,249,600 +1% 30,000,000 1 st Qtr (Apr-Jun) 6,277,600 5,326,300-15% 2 nd Qtr (Jul-Sep) 5,835,100 6,129,400 +5% 3 rd Qtr (Oct-Dec) 6,747,300 7,066,000 +5% 4 th Qtr (Jan-Mar) 6,116,400 6,727, % The Museum has recently revisited the methodology for measuring web performance to bring it into line with the wider cultural sector. Using the new measures (Google Analytics) the year on year growth trend is +20.9% (Jan-Mar 2012 compared to Jan-Mar 2011). In 2012/13 the V&A will introduce a basket of performance measures for all digital activity including web, mobile and social networks. Besides the V&A website, users can also access V&A content via a number of different ways and this activity isn t captured in KPI 20 which only measures visits to the V&A website. Examples include Facebook, Twitter, You Tube, Vimeo, Wikipedia, ipad App downloads, Pinterest etc. There has been a marked shift in usage of social media since 2010/11. Overall the proportion of visits by visitors who used any social media has increased from 64% in 2010/11 to 70% in 2011/12. In 2011/12: The V&A s Facebook fans increased from 85,000 to 155,800 (UK 33%, USA 11% and Italy 7%) The V&A s Twitter followers increased from 48,099 to 100,012 (UK 66%, USA 8% & Italy 2%) The proportion of visits by visitors who found out about the V&A using Social media sites has also increased, from 4% in 2010/11 to 9% in 2011/12. End of Year Performance Indicator Report 2011/12 32