To be the “must experience” museum that uses past, present and future Kiwi technology and ingenuity to educate and inspire the innovators of tomorrow.
Kia whakatōmuri te haere whakamua.
My past is my present is my future.
I walk backwards into the future with my eyes fixed on my past.
We will be courageous and try new things
We will work as a team that respects and supports others
We will act ethically and with respect and transparency
We will foster knowledge and promote technology that is beneficial to our community and environment
In July 2014, MOTAT launched a bold five-year strategy designed to meet the late Dame Cheryll Sotheran’s challenge to develop a strategy and management structure that transformed MOTAT from being a “museum of things” to a “lightbulb institution” that was audience focused, vision based and has a transformative impact on its community.
During the course of 2018, MOTAT’s Board reviewed the Museum’s strategy and concluded that it was working and that it should be refined and extended to 2029. Some of the factors the Board took into account included:
engagement and satisfaction
better collection care and acquisition
improvements in buildings and infrastructure.
In order to monitor the implementation of the Strategy, MOTAT engaged, amongst other initiatives, Morris Hargreaves McIntyre to undertake regular surveys of the Museum’s visitors and target audience. The latest survey results indicate:
82% of MOTAT’s audience is made up of families compared to the sector’s average of 23%.
MOTAT’s “local audience” is more ethnically diverse than in the past, comprised of 49% Pākehā, 10% Māori, 9% Pasifika, 7% Chinese, 3% Indian and 23% other.
MOTAT’s visitors spend on average 2 hours 40 minutes at the Museum compared to the sector’s audience that spends less than 60 minutes at the institutions surveyed.
76% of visitors to MOTAT are motivated by the social and spiritual (meaning creative, imaginative and personal connection) opportunities, especially for children.
Higher satisfaction rate (91%).
Our visitors are increasingly motivated by more than “a general visit” to MOTAT; 46% cited specific exhibitions and programmes that bring MOTAT’s Vision to life as being a reason for visiting.
Based on 2020/2021 quarter 2 survey results
MAXIMISE THE VISITOR EXPERIENCE
EMPOWER THE MOTAT TEAM
IMPROVE QUALITY OF THE COLLECTION, ITS CARE AND ACCESSIBILITY
IMPROVE OUR BUSINESS AND SUSTAINABILITY
ENGAGE WITH LIKE MINDED INSTITUTIONS
The first Annual Plan under the refined strategy is for 2019-2020 and can be found on this website under the Annual Plan section.View the Master StrategyMaster Strategy - text only