Illuminations An Exploration of Light: Installations by Bruce Munro at Longwood Gardens
The Garden at Night It begins with goose-bumps suddenly racing across your skin. A cool breeze from the western woods whispers forth from the depths of the forest, and you realize that your clear-blue ceiling has begun to soften to a gentle, pink and orange ether. As the sun lays to rest behind the Atlas Cedars, your pupils begin to expand, quintupling in size and perceiving a new palate of hues which lend shape to the foreign world you’ve just been transported. In a matter of mere minutes, you’ve been ferried on the wings of moths and crickets from the naturally inspirational beauty of Longwood Gardens into an entirely different, mysterious world apart.
The exhibit was truly breathtaking and wonderful. If possible, it adds even more magic and wonder to the beauty of Longwood.
In the summer of 2012, British Light artist Bruce Munro made his American debut by illuminating Longwood Gardens with Light, an installation of thousands of radiant lights, fiber optics, blown glass, and re-imagined materials. These glowing emanations, products of human ingenuity and surprising, inspirational moments from Munro’s life, interwove with the natural landscape and flora of Longwood to heighten the alluring nighttime experience of this enchanted grove. Deep-rooted members and first-time guests were drawn in record numbers to experience the magic which Light ignited at twilight. Coupled with the everlasting beauty of the Gardens’ vision, mission, and values, and Munro’s seamlessly executed installation, guests left together in a transformed community of curiosity. Most illuminating, they’ll be coming back.
Light Attendance: A Record Yield The Light installation is awesome!!! We cannot wait to come back for more visits.
What will bring guests back? It is the insight and lifeblood of thousands of destinations around the world—that new and sometimes temporary installations, can and will harken a burst in attendance, and also carry a long-term rise in average attendance. Particularly with a debut of a relatively unknown artist, it can sometimes be a nervous gamble. How many people will come? Have we attracted new audiences? Will they return after the exhibit closes? Light shines in all aspects.
June – september 2012 light attendance
light Attendance Numbers June – september, 2011 / 2012 (to date) Light was on view Wednesday–Saturday, June 9–September 29, 2012
Guests
Members
57%
43%
Visitors
Members
2011 June–September Wednesday–Saturday Attendance
Members
Visitors
…and growing.
0 0,0 0 26
0 24 0,0 0
0 ,00 22 0
0 ,00 20 0
0 ,00 18 0
0 ,00 16 0
0 ,00 14 0
00 12 0,0
0,0 00 10
0 80 ,00
00 60 ,0
40 ,00 0
20 ,00 0
0
2012 June–September Light Attendance
The first reaction inevitably is a gasp. To wander twilight trails during the installation of British artist Bruce Munro’s Light is to experience nighttime magic, Longwood style. It’s a stunning experience, easier felt than explained. —Philadelphia Inquirer
average daily Attendance Numbers for light June – september, 2011 / 2012 (to date) Light was on view Wednesday–Saturday, June 9–September 29, 2012
2011 June–September Daily Average
00 4,5
00 4,0
00 3,5
3,0
2,5
00
00
00 2,0
00 1,5
0 50
0
2012 June–September Daily Average for Light
massachusetts
new york
connecticut
3 HOURS 2 HOURS pennsylvania 1 HOUR
new jersey
rhode island
15 mins 13%
45% D maryland
ohio
17%
washington dc
west virginia virginia
9%
delaware
DISTANCE TRAVELED 13%
15 Minutes = Local
45%
1 Hour = South Eastern Pennsylvania
17%
2 Hour = New Jersey
9%
3 Hours = Central Pennsylvania
16% More Than 3 Hours
In the end, Munro’s Light exhibit . . . is right on point, honoring du Pont’s vision for a space that at once celebrates horticulture and culture, the natural world and humans’ impact upon it. —Washington Times
Growing the Bottom Line The execution of Light in all aspects—installation, interpretation, programming, and promotion—nurtured an impressive increase in attendance and revenue, despite the warmer nights of 2012. Revenue generated from admissions during this period was 51% higher than the same time in 2011, more than half a million dollars. And as more people poured in through the gates to experience the wonder, they were hungrier and bought more keepsakes to remember the adventure by as a whole. In looking at the complete picture, the pieces of the pie are strong independently – admission, restaurant, and gift shop—but once assembled, do they still paint such a beautiful story of Munro’s garden at night? They do.
So civilized. So ‘Gatsby.’ So beautiful.
While tens of thousands of people became immersed and inspired by everything from the Forest Walk to the Meadow at Hourglass Lake, none were more important, or more impressed, than the members.
light revenue June – september, 2011 / 2012 (to date) $4,000,000 $3,500,000 $3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 2011 2012
$0 Admission
Membership
Restaurant
Gift Shop
Total Revenue
The Value of Commitment: Our Members I really enjoyed the members-only Light exhibit. It was incredibly beautiful, very professional and classy and not overcrowded at all. As members, we appreciate those special extra offerings. It makes us want to continue to be members and support Longwood for as long as we can. Thank you.
Exclusivity. It is a powerful, motivating force. The ability to feel appreciated, honored, cared for by someone outside of your circle of friends or family is a rare treat, and is a lasting memory. The warm, late spring night of June seventh welcomed members and their guests for a sneak preview of Light, complete with guided tours, music, and plenty of exclusivity. The allure was a staggering success. 3,483 members, 1,498% more than the same night last spring, poured into the Gardens. Something was in the air at Longwood Gardens. Both new and established members were equally enthralled by Longwood Gardens’ hosting of Light. Summer 2012 saw a fantastic growth in its membership ranks, in addition to its long-standing members, who liken Longwood Gardens to their own back yard, having attended for years, even decades, and know every petal and blossom. Membership’s excitement was not sprung simply from novice exposure to the Gardens—even the longeststanding proponents recognized that this was an entirely new way to explore nature and its wonder, and were elated to learn that it was being globally pioneered by their own Longwood Gardens.
membership revenue during light June – september, 2011 / 2012 (to date) $600,000 $500,000 $400,000 $300,000 $200,000 2011 2012
$100,000 $0
...and growing.
I was so impressed this visit, I decided to sign up for a membership on the spot! Can’t wait to see Longwood in every season!
3,500
3,000
2,500
2,000
1,500
1,000
500
0 2011
2012
new members June – september
90,000
80,000
70,000
60,000 2,500
50,000
2,000
40,000
1,500
30,000
1,000
20,000
500
10,000
0
0 2011
2012
average daily member visits for light June – september
2011
2012
total member attendance for light June – september
The Perceived Value of Light The Light installations were the most amazing sight. I would go see them over and over. What a wonderful exhibition and great use of gardens at night. I noticed so many families walking and enjoying the night together and was pleased to see that at Longwood (in a garden) rather than an amusement park or arcade. Congratulations on getting people outside and loving it!
In essence, are guests happy they came? One of the most insightful and simplest questions we can ask to understand value is, “would you recommend visiting Longwood Gardens to a friend?” 99% of everyone who came to Light would recommend Longwood Gardens to their friends. Most explorers to Light were adults who brought a companion along, as well as at least one school-aged child. This could be attributable to the caliber of the staff and wealth of knowledge shared throughout Longwood Gardens, as 98% of guests found the staff to be friendly and informative, and most scored the educational value of the Gardens a 4.3 out of five (above “very good”). These aspects of the Light experience truly bolstered Longwood’s mission to both excite and educate.
Would you recommend visiting Longwood Gardens to a friend?
99% Yes
Opportunities to learn, discover and grow were bountiful for both adults and children alike throughout the course of the installation. Light Nights brought families together on select Friday evenings to create their own light-themed sculptures, explore the night-time constellations and nocturnal insects, and enjoy special musical guests. SmART Nights brought guests together on select Thursday evenings to attend lectures by various esteemed professors regarding light’s impact on various aspects of our lives, and to enjoy moving StorySlams. Lastly, continuing education grew guests’ understanding of plants that bloom at night, twilight photography, and lessons in botany.
Light was an amazing experience. We were mesmerized by the Forest, the Meadow, and Italian Water Garden; and on our tired way home, made a list of friends who would enjoy the exhibit.
Delivering an extraordinary guest experience is at Longwood’s core. Light cemented that in concert with the Gardens creating and delivering innovative programming and providing world-class service. Longwood Gardens delivered on its promise of an enchanted grove that transports guests through a multi-sensory experience so different from their complicated, daily worlds. The exhibit itself, magnificent. But if the basic needs and amenities weren’t met, guests may have been too distracted to enjoy Light, and would have left with negative reviews. That was clearly not the case. Through a shared vision and purposeful augmentation by both artist and Gardens’ staff, Light delivered on the promises of Bruce Munro’s designs and the promotion around the exhibition.
Guest Satisfaction Overall Experience Overall Value Ticketing Restrooms Garden Shop Educational Value Parking Restaurant Signage & Maps Online Ticketing 3.5 4 4.5 5
Digital Seeds: New Technology
The Light installation was amazing. One of the most unique and compelling art exhibitions that I have ever seen in the US or abroad.
As Bruce Munro’s installations illuminated the fountains, ponds, and gardens, new technological advancements at Longwood Gardens placed illumination in the palms of guests’ hands. The guest experience blossomed by introducing a smartphone app, which permitted twilight explorers to plan their trip, investigate their favorite exhibits further as they stood in their glow, and create a community in the digital world in real time as they shared their experiences. Volunteers and staff were empowered along the Gardens’ walkways with digital tablets, providing powerful sources of enhanced interpretative information and navigation. Lastly, a well-cultivated social media campaign successfully promoted Light while providing an excellent community with which to share responses and learn from feedback. Longwood Gardens leveraged its social media prowess to foster a community around the mysterious and intriguing installation. Many guests, having experienced something deeply moving and ethereal throughout the installations, left at the end of their visit filled with questions, ideas, inspirations, and dialogue they were deeply driven to share.
2 8,60 S
iO ADS O L N DOW
2,132
ANDROI D DOWN LOADS
Lessons from Light Light at Longwood Gardens is a fantastical execution of creative, human ingenuity inspired by a life of travel and relationships, coupled with the integration of the natural beauty and mystery of the nighttime landscape. It took an abundance of volunteers hundreds of hours to assemble the tens of thousands of lights and re-imagined, recyclable materials to create the enchanted garden that lured guests out of the blurry lights of the city and into the beautiful glowing stars of the twilight garden.
A show that most spectacularly brings together art and nature. —Dallas Forth Worth News
Light: Installations by Bruce Munro was welcomed into Longwood Gardens as a shining cornerstone of their mission. As the Gardens continue to inspire people through excellence in garden design, horticulture, education and the arts in the legacy of Pierre S. du Pont, it progresses daily to enrich the lives of its guests through life-changing, wondrous experiences. Light has been a vibrant addition to that portfolio of enrichment with many more innovative experiences to come.
Light by the Numbers 40,097,819
Media impressions across the globe
3,406,864 Admissions, Membership, restaurant, and gift shop revenue during June to September 2012
218,702
65,000
Light attendees (as of August 31, 2012) Recycled CDs used in Waterlilies
27,000 Illuminated flower stems throughout the Field and Forest of Light
20,941
17,388
1-litre recycled plastic bottles in Water Towers
10,734
Total downloads of the Light smartphone app
4,201
Views on YouTube of “Light: Installations by Bruce Munro�
Average daily attendance during Light
3,493 Miles Bruce Munro traveled from England to America to install Light
3,200
New members during Light
1,650
Droplets of twinkling light in Light Shower
276
Hours to assemble Water Towers
235
Miles of bare optic fiber in Light
127
Glass orbs in Snowballs
125
Volunteers who helped install the exhibition
99 Percentage of guests who would recommend Light to their friends
69
Glowing towers in Water Towers
64
Percentage of total increase in revenue
50
Percentage of total increase in attendance
42
Percentage of guests driving at least one hour to visit Light
23
Acres of Longwood Gardens covered by Light
4.6 Average score out of five for overall guest satisfaction with Light
0
Times Light has appeared elsewhere in North America