New Hampshire Business Committee for the Arts
Today is Saturday, September 06, 2008.
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New Hampshire Business Committee for the Arts Today is Saturday, September 06, 2008. |
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Executive Summary: Local Performing Arts SurveyPurpose of the StudyThe purpose of the Performing Arts Attendance Survey is: 1) to understand patterns of performing arts attendance; and 2) to identify effective strategies for increasing attendance of live performing arts events. Specifically, the results can be used by individual performing arts venues to enhance effective and efficient marketing efforts, with an emphasis on reaching those who are not already frequent attenders. The research is based on interviews with "low attenders," defined as respondents who: 1) are not ticket holders for a local performing arts organization; and/or 2) attend 3 or less performing arts events annually. Based on these screening criteria, approximately 5 percent of respondents were excluded from the study. In other words, the results are highly representative of the general population, and only exclude 5 percent of residents who attend 4 or more live performing arts events annually. The research is based on results from 5 regions of New Hampshire where there is at least 1 major performing arts venue. Because the research is not based on a fully representative sample of all New Hampshire residents, the collective results are referred to as a 5-market average rather than a statewide average. The purpose of gathering market-specific data is to provide information about awareness, image and attendance for each performing arts venue in each market. Key Findings While there are subtle differences between each of the 5 markets, the results are generally similar for each of the markets in terms of attendance, preference, and reasons for attending and not attending live performing arts events. These results indicate that common strategies can be used to increase attendance. Attention should be given to unique local circumstances. But there are fundamental similarities that suggest some similar strategies might work. About two-thirds of respondents attend at least 1 live performing arts event annually. Only about one-third do not attend any events. The average respondent attends about 2 live performing arts events annually. The most commonly attended events are musical stage plays (28%), professional music performances - other than jazz, classical, folk, blues or country (24%), non-musical stage plays (22%) and classical music (22%). The least commonly attended events are opera (8%) and country music (8%). Most live performing arts attendance occurs locally. However, there are significant differences based on the type of event. Over 80 percent of folk and blues music is attended locally, compared to only about one-half for opera. In other words, nearly one-half of those who attend an opera performance go outside their local area. The most likely people to attend more live performing arts events are those who currently attend events. These results suggest that an opportunity exists to more effectively cross-sell events. Three-fourths of respondents (76%) said that they are interested in attending more live performing arts events. Only 24 percent of respondents are not interested in attending more live performing arts events. Unaided name recognition of live performing arts venues is low in each of the 5 markets under investigation. However, aided recognition is relatively high for major venues and modest for many of the smaller venues in each of the 5 markets. The results suggest that while many people are aware of the major venues in each market, they do not necessarily associate those venues with live performing arts events. The live performing arts events that people currently attend are the ones they would like to attend more often. The events which respondents say they would like to attend more often are non-musical stage plays (38%), musical stage plays (37%) and musical performances - other than jazz, classical, folk, blues or country (29%). Many people also report that they would like to attend more blues (24%), classical (22%) and country (21%) music events. Relatively few people report that they are interested in attending more choral music events (14%), tap dance (13%) or folk dance (12%). Many respondents indicated that famous performers (59%) and national or international performers (50%) would make them much more likely that they would attend a live performing arts event. These results indicate that people generally prefer to see well-known artists. The most popular days to attend a live performing arts event are Saturdays (81%) and Fridays (76%). The preferred time to see an event is 7:00 pm. Nearly one-half of respondents prefer a show that starts at 7:00 pm (45%) on a Friday or Saturday, compared to 22 percent who prefer 8:00 pm. Respondents also expressed a preference for shows that starts at 7:00 pm (45%) Sunday - Thursday, compared to 17 percent who prefer 8:00 pm. The reasons for attending live performing arts events are relatively simple, and do not appear significantly different from the reasons for attending other types of entertainment events. The single most important reason is to relax and have fun (86%). Other important reasons are to be entertained (77%) and to see a specific performer (66%). Interestingly, over one-third of respondents indicate that feeling a part of the community (34%) is an important reason for attending a live performing arts event. The most commonly reported reason for not attending more live performing arts events is that people are too busy (47%). Many people also report that they are not aware of events (30%). Relatively few people say that the reason they do not attend more events is because they are concerned about parking (11%), they think that the quality of performances is too low (11%), think that events are not geared toward children (8%), think it is a hassle to get tickets (8%), think that the performances are too long (3%) or do not start on time (2%). Twenty-four percent of respondents cite cost, saying that tickets for live performing arts events are too expensive. Marketing and communications efforts should focus on the primary barriers to attendance. Specifically, efforts should be made to increase awareness of events, and communications should seek to overcome the stated barrier that people are too busy to attend. The most effective way to reach people with information about live performing arts events is with a brochure sent in the mail. Nearly three-fourths of respondents (72%) said that a brochure would be a very effective way to reach them with information about live performing arts events. Other effective media include: posters in stores and other locations (45%) and a website (35%). Methodology The results of this report are based on a telephone survey commissioned by New Hampshire Business Committee for the Arts. The survey was administered by RKM Research and Communications, Inc., May 18 through June 18, 2000. A random probabilistic technique was used to select residential households. The sample is stratified into 5 regions. Each region is clustered around at least 1 major performing arts venue. The following is a description of the sample design:
Each region represents a market area clustered around 1 or more major performing arts venues. Collectively, the results represent a 5-market average. The survey is based on complete and useable interviews with 1,507 residential consumers. The maximum margin of error for the survey of 1,507 respondents is +/- 2.5 percent at the 95 percent confidence level. That means, in theory, in 19 times out of 20, the results found in the sample will differ by no more than plus or minus 2.5 percentage points in either direction from what would be obtained by interviewing all low attenders in the 5 markets under investigation. The maximum margin of error for the survey of 402 respondents in the Manchester / Concord market is +/- 5.0 percent at the 95 percent confidence level. The maximum margin of error for the survey of 275 respondents in each of the other 4 markets is +/- 6.0 percent at the 95 percent confidence level. Survey Administration The survey was administered using a computer-assisted telephone interviewing (CATI) system. The CATI system allows data to be entered directly into a computerized database as interviews are conducted, providing a highly reliable system of data collection. A central polling facility in Portsmouth, New Hampshire was used to administer the survey. All interviews were conducted by paid, trained and professionally supervised interviewers. |
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 New Hampshire Business Committee for the Arts One Granite Place, Concord, NH 03301 v: 603.224.8300 f: 603.226.2963 e: arts@nhbca.com w: www.nhbca.com |
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