[Bcma-l] Performing arts: Arts Research Monitor 7.6
bcma-l@museumsassn.bc.ca
bcma-l@museumsassn.bc.ca
Thu, 27 Nov 2008 13:16:09 -0800
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From:           =
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Subject:           =
          <b>Performing =
arts: Arts Research Monitor 7.6</b></span></font>
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Date sent:          =
0;       <b>Thu, 27 Nov 2008 11:38:25 -=
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Arts Research Monitor</span></font>
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Volume 7, no 6</span></font>
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http://www.ArtsResearchMonitor.com</span></font>
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ISSN 1708-170X</span></font>
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by Hill Strategies Research</span></font>
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Performing arts: Attendance, donors and social impacts</span></font>
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In this issue: three reports that examine the performing arts, including</=
span></font>
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American segmentation studies of performing arts attendees and donors, as
well as a presentation that highlights the social impacts of performing ar=
ts</span></font>
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attendance in Canada.</span></font>
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A Segmentation Model for Performing Arts Ticket Buyers</span></font>
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Alan S. Brown, WolfBrown, January 2007</span></font>
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<span style=3D" font-size:10pt">
http://www.wolfbrown.com/index.php?page=3Dmups</span></font>
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This report argues that “values, beliefs, aspirations and motivation=
s drive</span></font>
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[performing arts] purchase and donation”.  Along with other rep=
orts in a
“Values Survey”, the report attempts to “build new custo=
mer segmentation
models for performing arts ticket buyers and donors, to aid in future
marketing and fundraising efforts”. Specifically, the author argues =
that
attendees’ values, preferences and tastes can be used to create &ldq=
uo;a
fundamentally better way to market and fundraise for the arts”, rath=
er than
simply relying on past purchase behaviours.</span></font>
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An online survey was conducted in conjunction with 14 major university</sp=
an></font>
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presenters (“MUPs”). Despite its potential value for other org=
anizations, the</span></font>
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report notes that the data represent only the 14 sites, and “should =
not be
used as a general model for all performing arts audiences”. This cau=
tion
highlights the need for organizations to talk to their own audiences to
examine what motivates them and what values they hold most dear.</span></f=
ont>
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Although the segmentation results should not be applied to other performin=
g
arts audiences, the results are interesting and can stimulate other
organizations’ thinking about their own audiences. Based on an onlin=
e
survey of over 7,600 attendees, the report identified six groups of attend=
ees
based on interests and preferences: </span></font>
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1) classical art forms based in western tradition, primarily classical mus=
ic; </span></font>
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2) jazz; </span></font>
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3) dance or visual performances; </span></font>
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4) narrative-based art forms; </span></font>
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5) Broadway or entertainment performances; </span></font>
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6) folk or ethnic-based performances.</span></font>
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Based on attendees’ values, beliefs, motivations and preferences, th=
e report</span></font>
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identified 10 market segments for ticket buyers. In descending order of ri=
sk</span></font>
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tolerance, the segments are:</span></font>
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* Mavericks (8% of all attendees);</span></font>
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* Experientials (10%);</span></font>
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* Remixers (10%);</span></font>
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* Diversity seekers (13%);</span></font>
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* Classical devotees (9%);</span></font>
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* Networked students (8%);</span></font>
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* Blockbusters (12%);</span></font>
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* Civically-engaged (13%);</span></font>
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* Faith and family (9%); and</span></font>
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* Serenity-seekers (8%).</span></font>
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The report provides a brief summary of each segment, detailed tables for
key variables in the analysis, as well as the online survey protocol.</spa=
n></font>
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A Segmentation Model for Donors to 12 University Presenting Programs</span=
></font>
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<span style=3D" font-size:10pt">
Alan S. Brown, WolfBrown, May 2007</span></font>
</div>
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<font face=3D"Arial" color=3D"#0000ff" size=3D"2">
<span style=3D" font-size:10pt">
http://www.wolfbrown.com/index.php?page=3Dmups</span></font>
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The primary finding of this report is that values, beliefs, aspirations an=
d</span></font>
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motivations are related to donations and to donation levels in the perform=
ing</span></font>
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<span style=3D" font-size:10pt">
arts. Rather than relying only on past donation behaviour and the personal=
</span></font>
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<span style=3D" font-size:10pt">
knowledge of development staff, information about values could help create=
“a fundamentally better way to market and fundraise for the arts&rdq=
uo;.</span></font>
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<br />
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</font>
</div>
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<font face=3D"Arial" size=3D"2">
<span style=3D" font-size:10pt">
Along with other reports in a “Values Survey”, the report atte=
mpts to “build
new customer segmentation models for performing arts ticket buyers and
donors, to aid in future marketing and fundraising efforts”.</span><=
/font>
</div>
<div align=3D"left">
<font face=3D"Arial" size=3D"2">
<span style=3D" font-size:10pt">
<br />
</span>
</font>
</div>
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<font face=3D"Arial" size=3D"2">
<span style=3D" font-size:10pt">
An online survey, conducted in conjunction with 12 major university
presenters, reached 1,800 donors. Although the segmentation results are
specific to the 12 sites and should not be applied to other performing art=
s
organizations, the results are interesting and can stimulate other
organizations’ thinking about their own donors.</span></font>
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</span>
</font>
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Different types of motivations are important for different donors. The rep=
ort</span></font>
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<span style=3D" font-size:10pt">
identified three general categories of motivations: artistic and civic; so=
cial</span></font>
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and transactional; and sustainability.</span></font>
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The top two motivations for giving are “to ensure the long-term viab=
ility and</span></font>
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sustainability” of the program and “to make possible a high qu=
ality of life for</span></font>
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our community”.</span></font>
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Motivations that are related to higher gift levels are “to enjoy the=
social</span></font>
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opportunities provided to donors” and “because I want to leave=
a legacy that</span></font>
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<span style=3D" font-size:10pt">
includes a vibrant cultural life”. Interestingly, the quality of lif=
e</span></font>
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motivation, although a top motivation for giving at all, is associated wit=
h</span></font>
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lower average gift levels.</span></font>
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<span style=3D" font-size:10pt">
The report identified five segments among the university presenters’=
donors:</span></font>
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* Intrinsics (22% of all donors; people who “believe in the transfor=
mative
power of art”);</span></font>
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<span style=3D" font-size:10pt">
* Networkers (23%; “socially-oriented donors”);</span></font>
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* Co-creators (11%; “desire to commission new work and be a part of =
the
evolution of the art forms);</span></font>
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* Marquee donors (23%; people who “want public recognition”); =
and</span></font>
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* Youth-focussed (21%; people who are “motivated by a desire to expa=
nd
the reach of the arts to children and the disadvantaged”).</span></f=
ont>
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</font>
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<span style=3D" font-size:10pt">
The report provides a brief summary of each segment, detailed tables for
key variables in the analysis, as well as the online survey protocol.</spa=
n></font>
</div>
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<font face=3D"Arial" size=3D"2">
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</font>
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The report can help performing arts organizations talk to their own donors=
to</span></font>
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learn more about their values, beliefs, aspirations and motivations, which=
may differ from donors to American university presenters.</span></font>
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Social Impacts of the Performing Arts</span></font>
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Kelly Hill, Hill Strategies Research, Presentation to CAPACOA, November 8,=
2008</span></font>
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http://www.hillstrategies.com/resources_details.php?resUID=3D1000282</span=
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This presentation highlights findings regarding the broad social impacts o=
f</span></font>
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performing arts attendance for individuals. In addition, the presentation<=
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provides key data regarding performing arts attendance in 2005 and trends
in attendance since 1992.</span></font>
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The core of the presentation deals with evidence about the relationship
between performing arts attendance and social phenomena such as
volunteering, donating, neighbourhood connections, sense of belonging and
quality of life. The evidence is based on two recent reports from Hill
Strategies Research: Social Effects of Culture: Exploratory Statistical
Evidence and Social Effects of Culture: Detailed Statistical Models. The d=
ata
for both reports is drawn from Statistics Canada’s General Social Su=
rvey of
200. Almost 10,000 Canadians responded to the survey’s cultural ques=
tions.</span></font>
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The presentation notes that a performing arts attendee is defined as anyon=
e
who attended at least one live performance in 2005. In addition, the
performing arts include popular music, classical music, theatre, dance or
opera. Clearly, this is a low threshold of cultural participation. Many ac=
tivities
within these categories do not have explicit social goals. As such, their
social impacts may be less than for those artistic activities that have an=
explicit social goal. </span></font>
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For some social indicators, there is little or no difference between perfo=
rming</span></font>
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arts attendees and non-attendees. However, other statistics do show a</spa=
n></font>
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relationship between performing arts attendance and positive social
engagement.</span></font>
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Some positive indicators of social engagement for performing arts attendee=
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include:</span></font>
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* The percentage of performing arts attendees volunteering for a non-profi=
t</span></font>
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organization (48%) is much higher than the percentage of non-attendees
(28%).</span></font>
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* The percentage of performing arts attendees donating money or goods to
a non-profit organization (88%) is much higher than the percentage of</spa=
n></font>
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non-attendees (71%).</span></font>
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* Seventy-three percent of performing arts attendees (compared with 67% of=
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non-attendees) indicated that they had done a favour for a neighbour in th=
e
past month.</span></font>
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* Fewer performing arts attendees than non-attendees feel trapped in a dai=
ly</span></font>
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routine (33% of performing arts attendees compared with 38% of non-
attendees).</span></font>
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* In the six statistical models to predict social behaviour, theatre atten=
dance</span></font>
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was found to have a statistically-significant impact on four of the six so=
cial</span></font>
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indicators.</span></font>
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The presentation argues that this information can be important for audienc=
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and donor development in the performing arts. Organizations are
encouraged to speak with their audiences and donors about what motivates
them, what benefits they most appreciate, and whether they have the
experiences that they had hoped to have at performances. </span></font>
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The presentation highlights motivations that have been found to be importa=
nt
in some recent research projects and provides suggestions as to how
performing arts organizations can “add value to the arts experience&=
rdquo;.</span></font>
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--</span></font>
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_______________________________</span></font>
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Jim Harding, ED</span></font>
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BC Museums Association</span></font>
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(250) 356-5694</span></font>
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