Original Target Audience, Definition of "Friendship" and Themes

Originally, we were working our target audience towards being GCSE Art Students, as several of us had studied Henry Moore (the parks most significant permanent exhibitor) in GCSE.
On our initial visit to the sculpture park, we spoke to members of staff who had expressed that they felt their previous "friendship" scheme was flawed in that people only bought a friendship so as to earn a discount on any of the works they wished to purchase; staff said the felt this led people to buy into the "friendship" scheme for the wrong reasons and the park gained very little out of this and as people did not renew their friendship once they had profited from it.
We were, up to this point, working the idea that a friendship would be available schools and colleges - this brings in our target audience of GCSE Art Students and results in positivity for both sides; Relevant and Interesting trips for students on art courses, as well as increased amounts of young visitors for the park who are visiting out of interest in the activities and work (at the initiation of the brief it was presented to us that one initial problem was the parks primary visitor was the older generations, it was not attracting young visitors).
After some research, I came across a book I own which contains reproduced pages of one of Henry Moore's sketchbooks which he filled with drawings of sheep. I connected this with one of my favourite geographical features of the park - the free roaming sheep in the fields and began to work a few image ideas based around sheep.