MISSION-BASED IDENTIFICATION OF GARDEN AUDIENCES

Georgia Journal of Science, 2004 by Laufer, Geraldine Adamich

Enjoyment

For just plain fun, tangentially-related exhibits and exhibitions bring first-time visitors into the Garden. TREEmendous TREEhouses featured 11 life-sized, fantasy treehouses placed in the Woodland Shade garden and explored by approximately 150,000 visitors in 2003. Chihuly in the Garden, a display of more than 50 colorful glass sculptures by artist Dale Chihuly throughout the Garden, brought in 200,000 new visitors in 2004. The Asian Cultural Experience features 17 different Asian nationalities, with dancing, calligraphy, food, and arts. During October scarecrows abound, in the month-long "Scarecrows in the Garden" exhibit, submitted by local artists and businesses, and judged by community judges. Carolers and crafts enliven the well-publicized "Holiday in the Garden." The general public is urged to visit the Garden year-round, and to this end, "Orchid Daze" and "Orchid Nights" make use of the unique resource available in the Fuqua Orchid Center during winter months, when the outside gardens are resting, but the orchids are in full bloom.

Artists drawing and painting from life lend a je ne sais quois to the outdoor gardens. On a limited basis, the Garden sends adult passes and a packet of information to schools or other non-profit organizations requesting donations for their fundraisers, and reaps a crossover audience from the requesting organization.

Monthly event schedules and colorful rack cards about exhibits are sent to more than 100 local hotels, making it easy for Concierges to direct conventioneers and visitors to the Garden, via both public and private transportation systems. During the 1996 Olympics, guests from every corner of the world signed in.

In a successful attempt to attract young professionals, "Cocktails in the Garden" pairs a cocktail and a plant on the last Wednesday of each month. For example, 500 young adults came to network and relax with "Hydrangeas and Highballs" or "Magnolias and Manhattans," invited by original e-vite sent to their e-mailboxes.

Those attending the dynamic Southeastern Flower Show (SFS), largest in the southeast drawing 40,000 attendees each February, also become members of the Garden audience when they visit the Garden. Accredited Flower Show Judges from all over the country are bussed to the over in vans to attend a class and take a tour. There is a discount ticket arrangement between the Garden and the SFS to encourage crossover participation.

The Garden does targeted paid advertising, primarily in cultural and leisure publications, and tracks these ads with dollars-off coupons that are turned in at Admissions. The Garden also partners with arts organizations to achieve a broader audience base. For example, when the High Museum of Art staged an Impressionism exhibition, a map of plants similar to those growing at the Atlanta Botanical Garden was created and distributed at both venues, and the Garden is a strong member of the Atlanta Convention and Visitors Bureau.

Conclusion

In a mission-driven, market-sensitive milieu, the audience is the indispensable other half of the equation. More than 200,000 individuals and groups visit the Atlanta Botanical Garden each year and are served in a multitude of ways, but every aspect of the Garden's program is guided by its Mission statement, resulting in a unified message for the multi and various members of the ABG audience. The personal connection between the audience and the Garden's Mission is what keeps the Atlanta Botanical Garden strong and responsive.