Reopening success for reduced-cap. Van Gogh Alive
Zurich’s Maag Halle reopened the touring Van Gogh Alive exhibition earlier this month, with strong consumer demand spelling success for the exhibition, despite operating at 50% of usual capacity.
Under the second phase of Switzerland’s reopening (since 11 May), museums can restart business provided that ten square metres is maintained between each visitor.
Since reopening on 12 May, the Maag Halle has reduced the number of tickets sold per visiting slot by half, to 112, adding a few extra slots in the morning.
Disinfection stations, a one-way system, masks for staff and open doors to limit touchpoints are other measures in place at the Maag Halle to keep visitors safe. A waiting zone has also been established to hold people back if the museum is reaching capacity.
Although consumer confidence was a worry prior to reopening, Darko Soolfrank of promoter Maag Music and Arts AG tells IQ, tickets for all slots have been selling out, even during the week.
The museum is currently seeing footfall of 700 a day on average, around half of what daily intake was prior to the coronavirus outbreak due to capacity limits
The museum is currently seeing footfall of 700 a day on average, around half of what daily intake was prior to the coronavirus outbreak due to capacity limits.
Running with minimal staff, Soolfrank states the exhibition is doable from a commercial point of view and also acts as good motivation for the team.
The reliance on a completely domestic audience – half of the exhibition’s visitors were made up of tourists when it first opened in Zurich in February – has also created new opportunities for the museum to connect with its home market.
Van Gogh Alive is currently installed in museums in Mexico City and Taipei, with another in Pamplona, Spain, preparing to reopen at a third of its usual capacity from 8 June.
The viability of social distancing in venues has proved a hot topic within the events industry recently, with many stating it is impossible to restart business under strict capacity restrictions.
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