Did these audiences appreciate the year s cultural programme? What were their profiles? What encouraged them to come? These are just some of the many questions the Rmn Grand Palais asks itself with a view to understanding these audiences and improving the visitor experience. 22 audience studies were conducted in 2021 to answer these questions.

EXHIBITIONS ENJOYED BY AUDIENCES The studies conducted covered the cultural programme of the Grand Palais Éphémère (Anselm Kiefer. For Paul Celan, Palais Augmenté, Happening Tempête), the exhibitions at the Musée du Luxembourg (Women Painters, Vivian Maier), the exhibition Napoleon at the Grande Halle de la Villette, virtual tours (Women Painters, Grand Palais Revealed, Sculpture Experience), the art history classes and the artistic and cultural education offers. These allowed us the gauge the public s interest in the new Grand Palais Éphémère building and whether they enjoyed entering it and appreciated its volume and the view it offers of the Eiffel Tower. The year also saw excellent satisfaction scores for the exhibitions:

− 4.5/5: Napoleon − 4.5/5: Anselm Kiefer For Paul Celan − 4.2/5: Women Painters − 4.6/5: Vivian Maier

They attracted audiences with a variety of profiles due to the diversity of their content. The exhibition Napoleon was attended by more predominantly male, slightly older history enthusiasts as well as a large number of families with children, from all regions of France. The contemporary art exhibition Anselm Kiefer. For Paul Celan, meanwhile, attracted a very Parisian and international audience. At the Musée du Luxembourg, the audience for Women Painters was predominantly female, with a large proportion of students keen to learn more about these little-known painters, while Vivian Maier helped bring new audiences with a very large number of photography enthusiasts, visiting for the first time. In order to adapt to the public health crisis and reach audiences that were either in lockdown or geographically

distanced, this year the establishment tested several forms of virtual tours. The audience studies allowed visitors preferences on these new visitor formats to be surveyed.

A DECISIVE YEAR FOR MAINTAINING LINKS WITH AUDIENCES After months of closure and the start of works at the Grand Palais, the opening of the Grand Palais Éphémère, the first exhibitions outside the museums and the continuation of Histoires d Art at the Musée de l Armée, among other things, 2021 was a turbulent year for audiences! To ensure they were well informed and present them with the entire cultural programme, 132 marketing campaigns were conducted during the year, with over 6.7 million emails sent out to visitors to exhibitions at the Grand Palais (212,000 contacts), Sésame subscribers (68,000 contacts) and current Sésame Stops Pass holders (5,000 contacts). 2021 also saw the creation of the monthly Sésame newsletter, sent to former subscribers and all audiences with subscriptions, in order to maintain a connection while the Grand Palais was closed. It shared information and digital content on the exhibitions, engagement activities, online offers and updates on the works at the Grand Palais. It also offered recipients various advantages based on the exhibitions and events produced by the Rmn Grand Palais, as well as by cultural partners (museums, theatre, opera, etc.). In all, some forty offers were made available in 2021. This newsletter was a great success and was sent out to 68,000 people, 10,000 of them new subscribers.

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