We need to talk.

It’s been more than 10 years since the idea of an “alliance for audience development” was conceived – and nearly 8 years since Alliance for Audience was born as an independent service organization to the Greater Phoenix region’s arts & cultural community and about 3 years since our services expanded to include Metro Tucson, Flagstaff & Prescott.

We all know that times have changed – and that’s what prompts this very important message.

Thanks to a planning grant recently awarded by the Virginia G. Piper Charitable Trust, we have contracted with a consultant who is charged to examine EVERY facet of Alliance for Audience’s business model to uncover powerful new technologies to advance the core “audience development” mission that is the foundation of this collaboration.

Absolutely NOTHING IS OFF LIMITS in that exploration.

In fact, as the Board of Directors, staff and I have been preparing for this process, we have also come to appreciate some of this organization’s (and our whole community’s) greater “truths.” 

In particular, we recognize that the “need” that led to the formation of Alliance for Audience (and similar organizations nationally) was grounded in shared, long-standing frustrations regarding the under-utilization of arts & cultural assets stemming from reasons both “external” (i.e. changing demographics, heightened competition and diminished arts & cultural education) as well as “internal” (i.e. technological advancements, budgetary pressures).

The under-utilization challenge is historic, profound and long term.

But that challenge has been trumped by a new priority whose challenges are historic, profound and immediate.

Today, Arizona’s arts & cultural organizations are suffering from the onslaught of a devastating financial drought.  Their immediate challenge is one of under-capitalization a situation made critical by the simultaneous experience of withdrawn corporate sponsorships, shrinking government allocations, downgraded philanthropic support, diminished earnings on invested assets and weakened audience participation (which itself diminishes earnings capacity and individual philanthropy.)

Just this week, I heard one organization’s CEO state the challenge succinctly:  “Companies that used to consider generously contributing to or sponsoring our activities now tell us that they no longer consider arts & culture to be “essential” community services.”

This is not just an Arizona challenge.  The under-capitalization of the arts & cultural sector has emerged as nationally significant issue, as noted in Nonprofit Finance Funds’ recently published Case for Change Capital in the Arts and the Kresge Foundation’s focus area on Arts & Culture Institutional Capitalization.

To be clear, the under-utilization challenge has not been solved nor gone away.  But that challenge can no longer be addressed without also confronting the concurrent challenge of under-capitalization.

Alliance for Audience was founded to help organizations work together to achieve goals that are impossible to attain on their own. 

Thus, we now ask the question how Alliance for Audience might re-deploy its assets, position, experience and momentum to address these dual challenges in service to Arizona’s arts & cultural sector.

So, for YOU – the Members & Stakeholders of Alliance for Audience, this is a two part question:

• Do you agree with the “dual challenge” position as stated above?
• If so, HOW might Alliance for Audience be of greater service?  (Specifically, what might you like to see us to more, less and/or different?) 

What do YOU think? 

There is no questionnaire to complete.  No vote to be taken.  This is too important.  And again, NOTHING IS OFF LIMITS.

While I have lots of ideas, please know that I am not “selling” any specific solution – at least, none other than the sincere desire that Alliance for Audience be of continued & meaningful service. 

Please write me at MLehrman@allianceforaudience.org or call me at 602-971-2223 x101.   Please, let’s start a truly courageous conversation about the future. 

These are critically important questions and they deserve to be discussed honestly, openly and candidly.

I look forward to hearing from you.

We definitely need to talk.  

Matt Lehrman
Executive Director
Alliance for Audience
MLehrman@allianceforaudience.org
602-971-2223 x101

• Ballet Arizona
• Phoenix Symphony
• Flagstaff Convention & Visitors Bureau
• Foundation for Traditional Culture

A quick check of the US Census information reveals that Arizona is home to a total of nearly 2.25 million households – which means that the Community Database now tracks 5 years of arts & cultural participation encompassing 36% of ALL Arizona households! 

And we are not done growing yet.  All Alliance for Audience member organizations are invited to participate – AT NO CHARGE – in the Community Database. 

The next “window of opportunity” is open right now! 

Simply complete & return THIS FORM by January 20 – and be prepared to upload your data no later than February 3.

You’ll find complete information about the Arizona Arts & Cultural Census and Community Database HERE.

Please contact Matt Lehrman at MLehrman@allianceforaudience.com for additional information or assistance. Here again, spelled out, is the link for complete information:  http://www.allianceforaudience.org/Pages/arts&culturecensus.html 

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Personally, I have come to reject that premise.

Fundamental changes in personal interests & economics – coupled with advances in technology and social media – are radically transforming every aspect of why and how audiences choose to engage.  There is no virtue left in the concept that organizations can “harvest” audience transactions rather than to cultivate meaningful and on-going audience relationships. 

I could go on…  And in fact I will!  

ARTS JOURNAL has recently invited me to produce an on-going blog on the topic of Audience Development.  You’ll find it here:   http://www.artsjournal.com/audience/

 If you’d like to be part of an on-going national discussion on the innovative future of how arts & cultural organizations are developing, cultivating, engaging audiences, I invite you to subscribe to AUDIENCE WANTED.

And to get you started, here are a couple of posts to help you get your 2012 off to a great start:

• The 7 Deadly Sins of Arts & Cultural Marketing
• The 7 Heavenly Virtues of Arts & Cultural Marketing

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The stark realities of withdrawn corporate sponsorships, shrinking government allocations, downgraded philanthropic support, diminished earnings and weakened audience participation/philanthropy is testing the intestinal fortitude of leaders, staff and stakeholders alike – and challenging (as far as I can tell) organizations of every size, genre and maturity.

While reporting on the latest organization (Arizona Jewish Theatre Company) to go public with its challenges, the Arizona Republic’s Kerry Lengel asks a critically important question – and it deserves YOUR immediate answer. 

He writes: 

“For years, advocates have been trying to make the case that supporting the arts is about more than just feel-good altruism or even “quality of life” enhancement for the Valley. Rather, it is an economic driver in its own right, they have argued, with studies to back them up.  My question is, with governments slashing arts funding and corporate donors focusing on social welfare, have those advocates officially lost that debate?”

What do YOU think?  My observation is that people who work, lead, contribute to and volunteer for Arizona’s arts & cultural organizations are passionate, tenacious and highly creative.  Despite dire challenges, I’ve never met an pessimist among us.

Now is a good time to say so publicly.  (And if you can, write a personal check to support whatever organization in town you enjoy, respect and/or appreciate most.)  

You can read (and reply to) Kerry Lengel’s post here:  http://www.azcentral.com/members/Blog/KerryLengel/150152 

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Which comes first - the audience or the arts & cultural offering?

Consider what the community database reveals about the number of arts & cultural organizations situated throughout Arizona and the density of audience participation.  I think it tells us that the AUDIENCE comes first!

From an organization’s perspective, a large population of arts & cultural attendees suggests that there is a tempting market from which to attract people to attend arts & cultural venues and events.

This map reveals the arts & cultural attendance density from nearly 700,000 unique Arizona households.  The dark pumpkin color area indicates audience participation of over 9,000 households.  As expected, the Phoenix metropolitan area is one of the biggest areas, with bountiful arts and cultural participation. However, what draws my attention is the fact that the households of Prescott and Flagstaff show very dense arts & cultural attendance as well even though those communities have very few organizations represented (so far) in the Community Database.

As of 2011, the Community Database includes four arts and cultural organizations in Prescott and one in Flagstaff.  As you can see in the above chart, the organizations in Prescott represent 8% of all the member organizations. However, even though the dark pumpkin color represents bountiful households participating in arts and culture, the number of households that participate in local arts and cultural events was unclear. That means many people in Prescott go to other towns (mostly Phoenix area) to enjoy their arts and cultural activity.

For the leaders of local arts & cultural organizations in those communities, the obvious question is “How can we encourage the households to enjoy arts & cultural opportunities closer to home?”

At first glance, it may feel like bad news to some arts and cultural organizations. However, it shows actually a large amount of potential consumers that organizations can attract. It means there is a huge market that organizations can explore. If Community Database members can access the households’ information and analyze consumer’s pattern, they can increase the arts and cultural attendance rate for their own organizations and in their own communities.

The Community Database has already set the table for you- now come and partake of the feast!

On November 30 and December 1 – they’ll be performing 2 shows in Scottsdale as a special benefit for Alliance for Audience & ShowUp.com.  (And goodness knows, we are VERY GRATEFUL!) 

CLICK HERE for complete details & to purchase tickets.

They’ll be performing in the cabaret of Scottsdale Desert Stages Theatre (to whom we also extend our thanks for making the space available.)

Tickets are very limited – so act fast!!!  This is going to be an incredibly FUN show – and all proceeds benefit the work of Alliance for Audience & ShowUp.com!!!

More about Carnival of Illusion HERE

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Last Wednesday, representatives of Prescott’s arts & cultural community undertook a first-of-its-kind ”expedition” to Phoenix-based media to raise the visibility of Prescott as a premier arts & cultural destination in Arizona and make valuable personal connections.

In a series of candid & highly-informative meetings with the Arizona Republic, KTVK/NewsChannel 3, Arizona Office of Tourism, Echo Magazine, Jewish News of Greater Phoenix, AZ Weekly and bloggers from Locallilly.com and Raising Arizona Kids – the delegation came away with immediately actionable insights about WHO to contact, WHEN to contact them and HOW they preferred to be contacted.

It may not be a surprise – but it was truly delightful to hear EVERY media representative express LOVE for the Prescott community and warmly invite continuing relationships to share knowledge of upcoming events & activities.   That’s the power of such a collaborative effort:  the major impression left behind wasn’t so much for any individual organization but of GREAT EXCITEMENT for Prescott arts & cultural community as a whole! 

Participants were:  Cyndi Gresser (Smoki Museum & Prescott Arts & Humanities Council); Mike Lange (Sharlott Hall Museum), Terri New (multi-media producer), Michelle McFadden (playwright), Jon Meyer (Prescott Center for the Arts), Patti Ortiz (Tis Gallery), Tim Graham (Whispering Pines Bed & Breakfast), Kim Villalpando & Edd Kellerman (Phippen Museum), Margo Christensen (Springhill Suites & Alliance for Audience Board Member) & Don Prince (City of Prescott).

The visit was organized by Alliance for Audience (with the very generous assistance of PR maven Steve Carr)  - and in very close partnership with Don Prince, the City of Prescott’s Director of Tourism who (on top of everything else) piloted the shuttlecraft (er, drove the van).

Thank you, too, to the Arizona Community Foundation which allowed us the use of their conference room.

• School Teachers
• Veterans & Active-Duty Military members.

These outreach initiatives are called, respectively, SHOWUP FOR TEACHERS (conducted in partnership with the Arizona Department of Education) and SHOWUP FOR VETERANS (conducted in association with the Veteran Tickets Foundation).

You may already be aware that ALL of the discount tickets in ShowUp.com’s Ticket Marketplace are available to Teachers and Veterans at a deeper discount.  (That deeper discount is achieved by removing the ShowUp.com service charge – so organizations selling tickets receive the same amount regardless of where it sells.)

But did you know that you can make available EXCLUSIVE DISCOUNT OFFERS to Teachers and/or Veterans?  It’s easy – just a simple check box when you submit your ticket offer.  The rest of the process is exactly the same as selling tickets regularly via the Ticket Marketplace.  For additional assistance, please contact Veronica Martinez at VMartinez@allianceforaudience.org; or 602-971-2223 x100.

Veterans Day is November 11 – and then, the holiday season is right around the corner.  So, how about extending a special THANK YOU to Teachers & Veterans by offering them and their families a SPECIAL DISCOUNT INVITATION to attend YOUR next performance, concert, exhibition or activity.

 ShowUp for Veterans is supported by Bank of America

ShowUp for Teachers is supported by JPMorgan Chase

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Alliance for Audience, in partnership with Theatre Communications Group (TCG) and the Association of Performing Arts Service Organizations (APASO), is conducting a very short snapshot survey to get an up-to-the-minute sense of how non-profit arts & cultural organization are faring. The information gathered in this survey will contribute to a regional and national picture of the fiscal health of the arts & cultural sector, so I write (again) to ask you to complete it!  

Even if you don’t think all of the questions are relevant to your organization, please let me URGE you to participate as long as you are a not-for-profit arts or cultural organization.

It should only take 5-10 minutes to complete - and the deadline has been extended to this Friday, October 7.

The link to the survey is: http://www.surveymonkey.com/s/SJHPKP

It is not hyperbole to say that the meeting was incredibly revealing & instructive.

As promised, HERE is a link to their presentation slides along a few of my notes on what they said:

• “Assumption Free Management” - On page 3, Rick Lester made this point emphatically:  The power of statistical information is now within (easy) reach of arts & cultural organizations large & small.  The goal of that information is not to command or compel artistic decisions – but rather to enable organizations to pursue “Assumption Free Management.”  For every participating organization, the community database is a tool that can/should/will help them eliminate guesswork, risk and waste from their operations.
• Are We Normal?  On page 5, Rick Lester noted that this is the first question every community asks when they first look at their data is:  As also pointed out on page 15, what stands out most is that of nearly 700,000 unique households tracked (so far) in the database, only 21% appear on more than one organization’s database.  Stated another way, 79% of the Arizona households tracked appear as participants/donors of JUST ONE organization.  Rick and Will noted that this isn’t the highest or lowest percentage TRG has seen – but it should be a POWERFUL indicator of opportunity for organizations in Arizona to work together to encourage audience members to increase their participation.
• Relevant?  You bet! – On page 12, Will noted that 25% of ALL Arizona households are already represented in the database (and because we’ve gotten off to a particularly strong start in the Phoenix area, the database tracks 34% of Maricopa County residents.)  That means that this database is already significant in its ability to understand the demographics and participation patterns of Arizona audiences.
• These ARE the “Good Old Days” – Rick &  Will spent a good amount of time discussing the general age parameters of Arizona audiences (and national audiences) - and forecasting how, in coming years, the numbers of ”traditionalists” will diminish and how the patterns of Baby Boomers will begin to change.  Their “bottom line” is that in 10 years or so, arts & cultural administrators will look back to TODAY as being the “good times” – because the number of audiences is going to shrink and there is going to be increased competition for those that remain. 
• Confront Conventional Wisdom – Rick concluded with the provocative thought that conventional wisdom is not the “safe” bet that most arts & cultural administrators assume.  He offered that in Arizona and nationally markets behave distinctly, economics are fast changing, and organizations everywhere need to do a much better job of understanding WHO are their audiences, WHERE are there more of them and HOW to convey an invitation to participate in an appropriate and effective manner.  He pointed out that just as TRG can measure the “total arts & culture market” of Arizona, that each participating organization RIGHT NOW TODAY has the power to log into the community database system and analyze the specific demographics, patterns of participation, geography and more of their own audiences.    

Finally and MOST IMPORTANT – this is NOT a one-time research project.  This is an ON-GOING system of tracking audience behaviors and the start of an on-going learning process for leaders in all facts of arts & cultural organization management and leadership.

So, stay tuned!  There’s MUCH MORE to come!

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