Stavros Niarchos Foundation Cultural Center: Three successful years – 6.3 million visitors in 2019

Three years after delivery of the Stavros Niarchos Foundation Cultural Center to the Greek State, visitor numbers continued to grow, reaching 6.3 million visits in 2019, compared to 5.3 million in 2018 and 3.1 million in 2017.  Notably, the Operational Plan developed by the Stavros Niarchos Foundation (SNF) before delivery of the SNFCC to the Greek State set a target to achieve 700,000 visits per year.

Rising for the third consecutive year to achieve almost ten times the original target, SNFCC visitor numbers conclusively demonstrate that the SNFCC’s popularity is not owed only to the appeal of Renzo Piano’s masterful architectural design, or to a passing vogue, but to the solid relationship built with the public and to the recognition and appreciation that the public has shown toward the SNFCC and its operation. Based on international experience from the operation of organizations/destinations of this caliber, visitor numbers were in fact expected to decline during the third year of operation.

Moreover, based on a survey of foreign visitors to Athens, the SNFCC proves to be a top cultural destination, with extremely high overall foreign visitor satisfaction ratings.

Nikos Manolopoulos, Managing Director, SNFCC, notes: 

“Coupled with the SNFCC’s performance in other key operating areas, these developments clearly confirm by tangible facts and figures the Cultural Center’s popular image as a remarkable success story of the past decade for Greece. The SNFCC has been firmly established in the public mind as a new model of an accessible, free public space open to all, where everyone is and feels welcome; also, as a prime destination for entertainment, learning and sports, and as a leading destination for culture and a major green space in the city.

We are profoundly grateful to the Stavros Niarchos Foundation, the Board of Directors, and especially the President, Andreas Drakopoulos, for his ongoing practical support and encouragement extended to the SNFCC through donations and other initiatives.

Naturally, we thank all our visitors for embracing the Stavros Niarchos Foundation Cultural Center and made it their own since day one.”

Performance in key SNFCC areas of operation can be summed up as follows:
 

1. Public Image –Provided Services Evaluation

Since 2018, the SNFCC has conducted annual public surveys of both Attica residents and visitors as a means for regularly evaluating its public image and the quality of service provided to the public.

According to the Attica residents public survey, residents are familiar with the SNFCC in their entirety; some 50% have visited it. In 2019, those who stated that they have visited it conducted an average of 5.9 visits (compared to 5.2 in 2018). In 2019, 92% of the public (93% in 2018) have a positive view of the SNFCC and its operation. Almost in its entirety, the public states that they intend to visit the SNFCC within the coming year; in 2019, 38% of the public (33% in 2018) stated that they intend to visit at least once a month.  A combination of questions indicates that upwards of 90% of Attica residents believe that the SNFCC is an open, accessible space that improved quality of life in the area as well as the city’s overall cultural life, changed the image of Athens and provided a much-needed large green space.

Moreover, these are the key conclusions from the visitor survey:

• 99% of the public has a positive view of the SNFCC and its operation
• All visitors state that they will visit again within the next year
• 62% of visitors state that they intend to visit at least once a month
• 85% of visitors in 2019 (87% in 2018) consider the SNFCC’s safety and security levels as appropriate
• 97% in 2019 (99% in 2018) has a positive view of the SNFCC’s cleanliness level
• 93% in 2019 (90% in 2018) has a positive view of the quality of service provided by the SNFCC personnel
• 95% in 2019 (90% in 2018) has a positive view of the SNFCC’s personnel’s politeness

In 2019 the public survey was conducted by telephone on a sample of 1,000 Attica residents aged 18+. The visitor survey was conducted on a sample of 2,000 outgoing SNFCC visitors aged 18+. In 2018, the surveys were conducted using a similar methodology. The surveys were conducted by QED S.A.

2. Events

Thanks to the Stavros Niarchos Foundation (SNF) generous grant (5 million Euros annually) for event programming, the SNFCC organizes thousands of events and activities every year, in their vast majority offering free admission. These are art, education, entertainment, environmental and sports events. Key quantitative data are summed up in the table below:

A key ingredient of the SNFCC’s success is the diversity of its programming, which features events addressed to the many different visitor segments – from Mozart’s Requiem at Stavros Niarchos Hall to rock music concerts on the Great Lawn and sports events in the Stavros Niarchos Park. The program is constantly expanded, featuring collaborations with Greek and international artists, exhibitions, co-productions, performances and lectures, as well as a wealth of educational activities and workshops, always selected for their high quality and originality.

We are particularly proud of the SNFCC’s school programs, which focus on sustainability, public space, art, sports and wellness. To date, the SNFCC has received more than 350,000 pupils of all school levels.

A lot of effort has gone into establishing the SNFCC as a key destination for public holiday celebrations that appeal to the Attica region and beyond: Clean Monday, Mayday, Christmas, New Year’s Eve. Already in 2017, the SNFCC was a top destination for Attica residents on these special days of the year – a trend that became even stronger in 2018 and 2019 thanks to our specially designed events.

During the Christmas holiday season, in particular, the SNFCC is transformed into a magical Christmas World, with the Ice Rink on the Canal, the decorated trees and the impressive light installations in the Stavros Niarchos Park, as well as the Dancing Fountains, which in 2018/19 received more than 900,000 visits; in 2019/20 the number of visits rose to 1,000,000.

Characteristically, this year’s SNFCC’s festive light decoration was enjoyed by 40,000 visitors; an additional 34,000 visitors celebrated New Year’s Eve at the SNFCC.

The other big Attica celebration at the SNFCC is the Summer Nostos Festival, organized in late June every year by the Stavros Niarchos Foundation (SNF). Attendance of the festival’s extensive event program in 2019, offering free admission for all, was almost 280,000.

          3. Sustainability – Environment

Environmental sustainability and protection have been key objectives for the SNFCC already in the planning and design phases. The SNFCC has published a detailed Environmental Sustainability Report. Some notable features:

• The SNFCC’s Energy Canopy operates at 100% of its expected efficiency. It provides, on average, 25% of the energy consumed by the SNFCC; during certain periods in the summertime it provides 100% of the SNFCC’s energy requirements.
• Energy-saving: Whereas our annual electricity consumption was projected to be 13 million kWh, the actual consumption for 2018 was 9.2 million kWh.  Energy saving of approximately 40% was achieved. The results for both 2017 and 2019 were similar.

         4. Financial results

The financial results of SNFCC S.A. vastly exceeded the targets set at the time of delivery to the Greek State. Specifically, the Operational Plan estimated a 4.500 Euros surplus for 2017 and, using an identical measurement methodology, a 2.5 million Euros surplus was achieved; for 2018, whereas a deficit of 330,000 Euros was projected, a 3.1 million Euros surplus was achieved. The 2019 economic data have not been finalized yet, but it is estimated that the Operational Plan target will be exceeded by at least 2 million Euro.

        5. GNO – NLG – SNFCC collaboration

The SNFCC has set a new model for collaboration among different public- and private-sector cultural entities: The National Library of Greece, the Greek National Opera and SNFCC S.A. coexist, operate jointly and collaborate, resulting in a synergistic relationship that takes their individual potential to another level.

One of the major challenges for the SNFCC was facilitating the transition and operation of the GNO and the NLG in their new facilities and putting to good use the vast new possibilities afforded by the infrastructure installed. Indeed, the transitions of both the GNO and the NLG were completed smoothly and without a hitch. Both the GNO and the NLG entered into full, regular operation, achieving excellent performance.
 

Stavros Niarchos Foundation (SNF) grants and initiatives

The SNFCC’s design, construction, and full equipment is the SNF’s largest single grant. Upon completion of the SNFCC’s construction, in February 2017, the SNF handed the SNFCC over to the Greek State – the legitimate owner of this project. At the same time, the SNF announced its commitment to continue to support the SNFCC for the following five years, with grants of up to €50 million toward organizing free-admission events and covering operating expenses; recently, moreover, the SNF financed additional infrastructure projects, including the Labyrinth Dome and the Dancing Fountains on the Canal.