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Bridging
the Gap: Innovations to Save Our Orchestras Education may not be the answer. While orchestras everywhere are expanding their educational programs in an effort to encourage concert going and attract new audiences, research indicates that in the long run education in itself does neither. Other strategies such as nontraditional concert formats and performances that link classical music to other art forms are more effective ways to expand and diversify audiences, energize the concert experience and increase ticket revenues over time. Full
Text (PDF) >>
Symphonies
Adrift: 15 orchestras in search of a bigger audience U.S. symphony orchestras are adrift in a sea of classical music consumers who rarely, if ever, attend live orchestra concerts. This article written for Public Perspective explores the data and findings behind the Knight study of classical music segmentation. Full
Text (PDF) >>
Orchestras
Seek New Faces to Supplement Aging Concertgoers Orchestras have a tradition of attracting older audiences. But will they do so in the future? Research indicates that baby boomers are less likely to connect with classical concerts than their parents were. And a generation after the boomer population glut passes on, audiences could shrink even more. Both forecasts have been cause for concern for a decade, but only recently have orchestras begun to take steps toward change. Full Text (new browser window)
Classical's
Popularity Points to a Challenge on Concerts
Study
Gauges How Classical Fans Connect to Music, Symphonies Full Text (new browser window)
Arts Marketing Projects Blossom Across Knight Cities Theatre
producers, orchestra managers and museum directors all agree: Great
artistry doesn't always mean box office success. Even the highest
levels of talent and creativity often fail to attract wider audiences.
In response, cultural organizations nationwide are investing significant
resources in innovative efforts to attract new audiences and persuade
traditional art lovers to visit galleries and attend performances
more often.
What is Your Sphere of Influence? Every
arts organization has a unique and definable market or "trade"
area. What is yours? Intuitively, we know that a general relationship
exists between how far away someone lives from a venue and the likelihood
that they will buy a ticket. What, specifically, is this relationship?
The answers to these and other marketing questions have a far-reaching
impact on your organization.
National Study of Performing Arts Groups Finds
Declining Revenues, Uncertain Funding Climate U.S. non-profit performing
arts groups face an uncertain future, according to a study of more
than 850 arts organizations conducted by AMS Planning & Research
Corp during early October. Arts managers report immediate deterioration
in ticket sales compared to last year, sharply lower revenues from
corporate sponsorships, and the expectation of mid-term declines
in philanthropic and government support. "We have not heard
from our funders yet, but we are preparing for the worst,"
said one dance company executive.
Learning About Audiences You
may not realize it, but you conduct research more frequently than
you realize. Most likely, you already depend on research to help
you make decisions on a daily basis. Do you not attend every performance
and eagerly scan the audience looking for new and different faces,
trying to determine subtle changes in the demographic make-up? At
intermission and after a performance, do you not stand in the lobby
talking to patrons, asking how they like the program (or receiving
such opinions unsolicited)? Whether you realize it or not, all these
pieces of information which you collect become data points which
you synthesize, analyze, and process when you make decisions about
programming or marketing strategies.
Are You Ready for Modeling? Arts
presenters and producers with computerized ticketing systems have
the opportunity to gain added value from their data files through
lifestyle and response modeling. This article summarizes how existing
data resources can be used to learn more about current and future
audiences and to boost the response rates of direct marketing campaigns.
Guideposts will be provided to help you determine if modeling is
a viable tool for your organization.
An Interview with Pierre? Friday
night I arrived at JFK around 9:30 p.m., returning from a week of
research and meetings in California. After fetching my bag, I rendezvoused
with the car service I had ordered for the trip back to the office
and eventually home. A friendly, dark skinned man greeted me warmly.
His name was Pierre, and he quickly ascertained my feeble condition
and loaded the various bags into the trunk and we were off. I usually
enjoy these brief chauffer-driven moments to catch up on reading
(or snoozing), but after spending a week conducting focus groups
on museum participation in the Bay Area, and after staring into
the brilliant night sky at 35,000 feet for a good four hours or
so, my mind was filled with questions about artistic engagement,
creativity, and connections with the arts infrastructures that we
toil to support. Something possessed me to seize the moment, so
I dove into a freewheeling depth interview on cultural participation
with the gentleman at the wheel. |
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2004 Audience Insight LLC, P.O. Box 423, Southport, CT 06890
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