Archive for February, 2012
You’re Invited to a TEDx talk on Audience Development
Posted by: | CommentsASU’s Barrett Honors College is hosting a day-long TEDx conference tomorrow (Wednesday) February 29 in downtown Phoenix and I’m honored to be one of their featured speakers.
My talk is titled “Audiences Beyond the Low Hanging Fruit” – and starts at 1:45pm. The talk lasts just 18 minutes – plus time afterward for discussion and Q&A.
Here are links to complete information:
The event is free & open to the public. You are definitely invited to attend! It would be wonderful to see you there.
Community Database: “Arts and Culture Propensity within the Arizona Community”
Posted by: | CommentsErika Sung is an ASU doctoral student in community resources and development where she focuses on non-profit management. Her analysis of the Arizona Arts & Cultural Census/Community Database is underwritten by a grant from the Lodestar Foundation.
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During the past few weeks, we have investigated the propensity of the ticket buyers of arts and cultural events. Despite our expectations, we were exposed to new facts to consider that may change our minds as a result (for more information, please refer to the previous blogs).
This week we will look at more general arts and culture propensity of the Arizona community. These analyses are based on the data in the cross-genre report in eMerge. Cross-genre data, updated in January 2012, represent all of the tradeable data across genre in the eMerge system. In order words, this data shows how many people of a specific genre overlap with those of another genre. Furthermore, they cover not only ticket buyers but also donors, volunteers, participants with a complimentary ticket, and others related to the specific genre. According to the Community Database, a genre is classified into 12 different categories depending on its basic role. For example, the Alliance for Audience is included in the category service/advocacy; meanwhile, ASU’s Gammage Auditorium is included in the performing arts center category.
As we can expect, the genre representing the most brisk participation of many people is the performing arts center; further, followed by the performing arts center, other genres indicating the active participation are nature, theatre, and TV/radio. Look at the below table (it focuses on only the aforementioned major genres). The results show that the performing arts center is the most general entrance to participate in arts and culture. Also, regardless of the genre, 39.48% of performing arts center participants also attended or engaged in other arts and cultural genres such as theatre. However, we can find a more interesting point to make here. Even though we have only one nature site, the Desert Botanical Garden in the community database, about 42% of the attendees of the Desert Botanical Garden are likely to participate in other genres for any number of reasons. Furthermore, the data for the TV/Radio organizations (like KAET Arizona or Arizona Friends of Public Radio) are likely to be made up of donors from tele-funding or phone pledge drives. Nevertheless, almost 20% of the total participants also associate, to an extent, with the performing arts center, and 11% of them the theatre.
We usually tend to consider similar genres to ours when we encourage people’s attendance. However, according to the above results, attendees of a nature site can be highly interested in the performing arts as well. Also, they may be active donors from tele-funding through TV or radio. When organizations do their own analysis, it will be interesting to further investigate the characteristics of people who enjoy several arts genres and how the above results can be applied to expansion of audiences.
Community Database: Ticket Buying by Education
Posted by: | CommentsErika Sung is an ASU doctoral student in community resources and development where she focuses on non-profit management. Her analysis of the Arizona Arts & Cultural Census/Community Database is underwritten by a grant from the Lodestar Foundation.
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Here is one assumption – the more people are educated, then the more they are interested in arts and culture, and the more likely they are to buy tickets. At first glance, that argument seems very reasonable if we only think of it from an arts appreciation perspective.
So, today we will examine how patrons for arts and culture differ by their education level. Look at the below graph. We see that the largest proportion of arts and culture ticket buyers in the Arizona Arts & Cultural Census/Community Database are people who have high school degrees. They represent almost half of the buyers, and people who have college degree or graduate degree are a smaller part of the whole.
However, according to the US Census Bureau 2010 (http://quickfacts.census.gov/qfd/states/04000.html), the proportion of people (age 25+) who have high school degree is 85% in AZ; on the other hand, people who have Bachelor’s degree or higher indicate only 26.3%. If we consider this information, the result lends the credence to the above assumption. Even though people who have Bachelor’s or higher degree represent about one quarter of AZ residents, according to the below graph, they account for over 50% of ticket purchases.
The result supports to an extent, the assumption that arts & cultural participation corresponds to the level of educational achievement. However, in the meantime, it would be narrow and outdated view of arts and culture audience to think that only highly educated people attend arts and cultural events. People with lower educational attainment relatively account for over 80% of AZ residents. If organizations succeed in attracting them, it will make organizations have full of potential to grow.
Further, when organizations do their own analysis, it will be interesting to see how that finding stacks up for different types of events & activities. For example, it will be worthwhile to look at how a museum’s membership compares to audiences for musical theatre, dance or performances for families with children.
It’s time to let go of that old narrow-minded assumption, and we should approach more people to encourage their attendance because people with high school degree are still substantial arts and cultural audiences.
Required Reading: Borderline – Hope & Concerns for Arizona’s Nonprofits
Posted by: | CommentsThe headline of today’s Arizona Republic article reads “Report: Arizona’s non-profits recovering” – but the news inside is not all that encouraging (or surprising) to the arts & cultural sector:
“A lot of organizations are still struggling,” said Patrick McWhortor, president and CEO of the alliance. “Some parts of the sector are doing quite poorly … The groups hit hardest was the arts and cultural organizations, both in data and anecdotally,” McWhortor said. “They expected to see more improvement in 2011 than they did.”
The Arizona Alliance of Nonprofit Associations has just published its report: Borderline: Hope & Concerns for Arizona’s Nonprofits which I respectfully suggest is important & valuable reading for stakeholders, leaders & staff of all Arizona arts & cultural organizations.
- Here’s link to the Arizona Republic article: http://www.azcentral.com/arizonarepublic/local/articles/2012/02/17/20120217arizona-non-profits-recovering.html#ixzz1n2B4fziq
- Here’s a link to the Arizona Alliance of Nonprofit Organizations report: http://www.arizonanonprofits.org/arizona-nonprofits/borderline.aspx
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Community Database: Ticket Buying by Lifestyle
Posted by: | CommentsErika Sung is an ASU doctoral student in community resources and development where she focuses on non-profit management. Her analysis of the Arizona Arts & Cultural Census/Community Database is underwritten by a grant from the Lodestar Foundation.
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Previously, we learned that, at least here in Arizona, arts and culture is not only for the highly educated people. This week we consider that arts and cultural participation engages audiences far broader than those who primarily identify themselves as fans of arts and culture.
According to the Community Database, people’s lifestyles are classified into eight different categories. For example, high-tech living style, representing almost 19% of Arizona households life style means that the household has at least three of the following interests: Computers, PC Internet/Online Service User, PC Modem Owner, Games-Computer Games, Music-Home Stereo, Movie Collector, Games-Video Games, Photography, TV-HDTV/Satellite Dish; also, cultural living style indicates that household has at least three of the following interests: Arts, Collectibles-Art, Collectibles-Antiques, Theater/Performing Arts (see definitions of other category in the end of the blog for more details).
As indicated below, the pie chart shows very interesting results. Look at the cultural living category. Contrary to this expectation, people who have cultural living life style represent only 1.1% of total arts and culture ticket buyers. Turns out that those people who aspire towards different life styles, not focusing only on arts and culture, show higher proportions of arts and culture ticket buying action. Even people who have the money seeker life style account for 10% of arts and culture ticket buyers in Arizona.
The above results give us much room to develop audiences because it means that regardless of life styles, all people can be viewed as valuable marketing assets. people may have many other reasons to attend arts and culture events; for example, people can attend arts and culture event for socialization, or for spending their free time with family and friends, rather than aesthetic appreciation of arts and culture itself. Arts and culture participation is open to anyone regardless of their life styles. Further, because there are so many reasons people are induced to participate, we should broadly approach more people, and market arts and cultural products.
< Note: Definitions of Life Styles by Community Database>
Broader Living: Household has at least three of the following interests: Travel-International, Current Affairs/Politics, Theater/Performing Arts, Community/Charities, Reading-Audio Books, Reading-Magazines, Reading-Science Fiction, Reading-Religious/Inspirational, Reading
Common Living: Household has at least three of the following interests: Religious/Inspirational, Reading-Religious/Inspirational, Natural Foods, Sweepstakes/Contests, Collectibles-Coins, Collectibles-Stamps, Christian Families, Gardening.
High Brow: Household has at least three of the following interests: Investments-Personal, Investments-Real Estate, Investments-Stock/Bond, Community/Charities, Self Improvement.
Money Seekers: Household has at least three of the following interests: Investments-Personal, Investments-Real Estate, Investments-Stock/Bond.
Professional Living: Household has at least three of the following interests: Career Improvement, Self Improvement, Investments-Personal, Career Interest, Education Online.
Thank You Very Much
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Do you remember how at the end of It’s a Wonderful Life all the people of Bedford Falls rush in with contributions to save George Baily and his bank? (If not, click the link and watch!)
Well, in response to last week’s plea, YOU have contributed over 2,000 tickets for Alliance for Audience to sell as a fundraiser via its Ticket Marketplace.
We are (and I am) similarly & profoundly grateful for the generosity of our friends throughout Arizona’s arts & cultural community for YOUR support of the work of Alliance for Audience & ShowUp.com.
Thank you very much.
And thank you especially to these community-minded organizations and their leaders whose actions remind us that in tough times, the need to collaborate INCREASES:
- Actors Theatre
- Alwun House
- ASU Gammage
- Arizona Broadway Theatre
- Arizona Jewish Theatre Company
- Arizona Museum of Natural History
- Arizona Opera
- AZ Dance Group
- Carnival of Illusion
- Children’s Museum of Phoenix
- Childsplay
- Christian Youth Theatre
- Del E. Webb Center for the Performing Arts
- Desert Botanical Garden
- Fiddler’s Dream
- Fountain Hills Theater
- Musical Instrument Museum
- Musical Theater of Anthem
- National Comedy Theater
- Phoenix Art Museum
- Phoenix Boys Choir
- Phoenix Chorale
- Rosson House Museum
- Scottsdale Center for the Performing Arts
- Scottsdale Museum of Contemporary Art
- Theater Works
- West Valley Arts Council
We are working fast & hard to get all this inventory “live” on the Ticket Marketplace – and you should expect to see our public announcement early next week!
It is NOT TOO LATE TO PARTICIPATE! Just download & return THIS FORM and we’ll be delighted to include your event in a cohesive ShowUp.com campaign that will run until all these tickets are sold or time expires. (Several smaller organizations have asked if it is okay to donate fewer than 100 tickets. The answer, of course, is a much appreciated YES!)
Again, the link to download the ticket form is: http://www.allianceforaudience.org/Special%20Ticket%20Contribution%20to%20Alliance%20for%20Audience.pdf
Please contact Matt Lehrman (MLehrman@allianceforaudience.org) or Margaret Fallon (MFallon@allianceforaudience.org) if we may provide any additional information or assistance. Our phone number is 602-971-2223.
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A Quick & Heartfelt Thanks!
Posted by: | CommentsTHANK YOU VERY MUCH for the outpouring of support in the wake of last Thursday’s announcement of downsizing of Alliance for Audience and urgent request for YOUR assistance.
Thank you, especially, to these organizations which have already pledged to make tickets available:
- Carnival of Illusion
- Musical Instrument Museum
- Actors Theatre
- Fountain Hills Community Theater
- National Comedy Theater
- West Valley Arts Council
- Children’s Museum of Phoenix
- Arizona Opera
- Arizona Museum of Natural History
- Childsplay
- Phoenix Art Museum
- Theater Works
- Del E. Webb Center for the Performing Arts
It’s NOT TOO LATE! Your response - by downloading & returning THIS FORM - by February 15 (or as soon thereafter as you can) will allow us to combine all these offers into a cohesive ShowUp.com promotional campaign which will start immediately and run until all the tickets are sold.
(Several smaller organizations have asked if it is okay to donate fewer than 100 tickets. The answer, of course, is a heartfelt and thankful ABSOLUTELY YES!)
The link to download the ticket form is: http://www.allianceforaudience.org/Special%20Ticket%20Contribution%20to%20Alliance%20for%20Audience.pdf
Please contact Matt Lehrman (MLehrman@allianceforaudience.org) or Margaret Fallon (MFallon@allianceforaudience.org) if we may provide any additional information or assistance. Our phone number is 602-971-2223.
Again, my sincere thanks!
To see last Thursday’s announcement, please follow this link: http://notes.allianceforaudience.org/2012/02/09/request-for-assistance-opportunity-for-promotion/
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Request for Assistance & Opportunity for Promotion
Posted by: | CommentsIn the face of economic conditions that challenge the entire arts & cultural sector, the Board of Directors of Alliance for Audience and I have concluded that the time has come to substantially reinvent the business model of the association created to help YOU and all of Arizona’s arts & cultural community work together to pursue shared goals in marketing & audience development.
We expect to have that plan in place by the end of February – and I’ll soon share the full details of that strategy and the timeline in which it will be implemented. You’ll recall that this is a continuation of the “courageous conversation” I wrote to you about previously.
The bottom line is that we expect to emerge smarter, stronger and more effective than before.
However, we face an immediate challenge to bridge a serious financial gap between where we are – and where we need to be. Regretfully, it is my duty to report that I have laid-off 3 of my 4 staff members as a result. (Margaret Fallon & I remain.)
ALLIANCE FOR AUDIENCE IS STILL VERY MUCH IN BUSINESS – and I want to emphasize that for our key ShowUp.com Calendar, Ticket Marketplace, Community Database and Culture Pass services, operations continue without interruption.
THE MOST IMPORTANT PURPOSE OF THIS MESSAGE is to ask you (and ALL Alliance for Audience member organizations) for your immediate & special assistance to help us through this period of transition:
Would you/could you please contribute (at least) 100 show tickets or admissions?
- For performances/activities taking place before the end of May;
- Which we can immediately sell via ShowUp.com’s Ticket Marketplace for (at least) a discount of 40%;
- And for which you’ll allow Alliance for Audience to retain the revenue.
Your response – by downloading & returning THIS FORM – by February 15 will allow us to combine these offers into a cohesive ShowUp.com promotional campaign which will start immediately and run until all the tickets are sold.
The link to download the ticket form is: http://www.allianceforaudience.org/Special%20Ticket%20Contribution%20to%20Alliance%20for%20Audience.pdf
For 8 years, we have endeavored to provide a service that was there when YOU needed it. Today, I wear my heart on my sleeve to say that, right now, WE NEED YOU to help Alliance for Audience.
It is my hope & expectation that, together, we will find a creative way to make promotional lemonade from the sour economic lemons we have all been served.
Thank you very much for your consideration & support.
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