Almost 240,000 people visited the Art Gallery of Ballarat last financial year, a record number more than 50,000 higher than the previous year.
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The actual figure of 237,623 surprised even gallery staff who suspected in May that the 12 month visitation numbers would be high.
“They are unprecedented and I have to say they came as a surprise, even when we already knew they were going to be phenomenal,” said gallery director Gordon Morrison.
“I think what we have really showed is a change of demographics and a sense that people are feeling more naturally inclined to just wander in to gallery than they were previously.”
While the gallery hosted the Archibald Prize exhibition and the first-ever regional White Night during the period, Mr Morrison said the increase was a result of a rise in general visitation outside big events.
“This is a day-by- day, week-by- week growth in our numbers, and reflects the high quality of what we have on offer,” Mr Morrison said.
“Those very popular events have undoubtedly contributed to the rise, both in sheer numbers and in raising awareness of what a great place it is to visit. It’s not just exhibitions that have seen an increase, numbers at our concerts and other events are proving consistently strong.”
Mr Morrison said there had been a noticeable change in the gallery over the past few years with a change in demographic among visitors.
The latest figure confirms a strong period of growth which has seen visitation double since 2014-15 when 116,280 people visited before the Archibald Prize exhibition came to Ballarat.
About 70 per cent of visitors to the Art Gallery of Ballarat came from outside the city, with Mr Morrison also noting a strong increase in the number of Asian visitors travelling independently and including the gallery on their itinerary.
Mr Morrison said various programs in the gallery welcoming different audiences – including children and families – had contributed to a change in perception about the gallery.
Deakin University art and culture management expert Anne Kershaw said the Art Gallery of Ballarat was meeting the needs of two different groups – tourists and locals – which was reflected in the strong visitation figures.
