To use the past, present and future technology and ingenuity of Aotearoa 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.
AUAHATANGA / INNOVATION
We will be courageous and try new things
NGĀTAHITANGA / COLLABORATION
We will work as a team that respects and supports others
MOTUHĒHĒTANGA / INTEGRITY
We will act ethically and with respect and transparency
PŪMAUTANGA / SUSTAINABILITY
We will foster knowledge and promote technology that is beneficial to our community and environment
We will be bold and provide thought leadership that provokes a positive transformative impact on our community.
The principles of Te Tiriti o Waitangi and The Treaty of Waitangi informs the implementation of our Strategy and guides our actions in the pursuit of our Vision.
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 and extended the Museum’s Strategy to 2029 and it was refined further in August 2021 as it had led to:
Better audience and community engagement and satisfaction
Better collection care and acquisition
Improvements in buildings and infrastructure
The Strategy sets out the following:
OBJECTIVE 1: MAXIMISE THE VISITOR EXPERIENCE
OBJECTIVE 2: EMPOWER THE MOTAT TEAM
OBJECTIVE 3: IMPROVE QUALITY OF THE COLLECTION, ITS CARE AND ACCESSIBILITY
OBJECTIVE 4: IMPROVE OUR BUSINESS AND SUSTAINABILITY
OBJECTIVE 5: ENGAGE WITH LIKE MINDED INSTITUTIONS
As part of how we monitor the implementation of the Strategy, MOTAT engages Morris Hargreaves McIntyre (MHM) to undertake regular research and surveys of the Museum’s
visitors and target audiences. The latest survey results* indicate:
We are maintaining a visitor satisfaction rate of 90% year on year, with the last survey results showing 16% growth in a “highly satisfied” rating (a score of 9–10).
80% of visits to MOTAT are by family groups.
MOTAT’s “local audience” is more ethnically diverse than in previous surveys, comprised of 53% NZ European, 18% Chinese, 10% Māori, 9% Pasifika, 3% Indian and 10% other.
Over half of visitors to MOTAT spend more than 2.5 hours at our Museum. This is considerably longer than the sector average of less than 60 minutes.
Our visitors are increasingly motivated by more than “a general visit” to MOTAT; 46% cited specific exhibitions, programmes, activities and collections as being a reason for visiting.
69% of visitors to MOTAT are motivated by the social and spiritual (meaning creative, imaginative and personal connection) opportunities, especially for children. Visits motivated by intellectual needs is significantly increasing (24%), especially with the motivation to “encourage my children’s interest.”
*Based on MHM V360 survey results for 2020/2021.