Visitors down, revenue up at LLC
Visitor numbers at New Plymouth’s controversial art gallery have plummeted nearly 40 per cent since the introduction of an admission fee for out-of-towners – with 13,000 fewer people through the doors. However the $15 charge, or $10 for over 65s, has seen the overall revenue for the Govett-Brewster Art Gallery/Len Lye Centre increase by nearly $60,000.
The charge was introduced by New Plymouth District Council (NPDC) in August last year to help offset the amount of ratepayers’ money being pumped into the centre, which received $4.5m in 2016/17.
During August – December
2017 there were 33,651 visitors through the door, whereas from August – December 2018 only
20,289 people visited, a drop of 39.7 per cent.
However, NPDC chief operating officer Kelvin Wright said figures showed a strong rise in total revenue being generated since admissions were introduced. Of the 20,289 visitors, around 7500 were from outside of New Plymouth, with 6500 paying for admission and 1000 being under 16 who do not pay. The visitor numbers include those who visit more than once in the same day.
Wright said the council was expecting a big jump in visitor numbers at the centre over next couple of months as thousands come to New Plymouth for WOMAD, The Hollies and Angus and Julia Stone at the TSB Bowl of Brooklands. Paid admissions generated $82,975 in revenue for the gallery during August – December last year, on top of
$79,270 from shop sales, a total of $162,245.
This compares to $103,231 generated by shop sales alone during the same period the previous year.
And while shop sales have fallen, donations to the centre have dropped off a cliff since the introduction of the charge. From August – December 2017 the gallery received $12,315 in donations but in the same time period in 2018 just $975 was collected.
From August 2017 to the end of December last year, the centre also made $53,745 in cinema admission sales and $7890 from the likes of director tours and holiday programmes.
Much of the opposition to the introduction of the charge was based on the impact it would have on visitor numbers.
But Councillor Shaun Biesiek, who was one of the seven councillors to back the charge, said it wasn’t having as much of an impact as many thought it might.
‘‘Donations have dropped, visitor numbers have dropped slightly, shop sales are still strong and admissions is probably better than those that voted against thought,’’ he said.
The $15 charge was originally split three ways – $5 to the Len Lye Foundation, the group responsible for the artist’s legacy, $5 to improve visitor experience and $5 to offsetting the operational costs of the centre.
The Len Lye Foundation refused the money as it wanted the gallery to remain free for visitors, something foundation director Evan Webb still stands by. ‘‘I hold this view because these institutions are places of knowledge that this knowledge should be available to all. It was Lye’s intention to leave his works to the people to enjoy without any encumbrances.