Performing Arts Exchange 2012 - Connecting with Audiences.ppt

Connecting with Audiences on Their Terms

Performing Arts Exchange Miami, FL

September 20, 2012

Christy Farnbauch Community Engagement Strategist Strategic Links

Elizabeth Auer Assistant Director University of Florida Performing Arts

Personally Meaningful Arts Experience

Describe a personally meaningful performing arts experience. One where you were an audience member and not a presenting artist.

o  When  was  it?  o  Where  did  the  experience  take  place?  o  Who,  if  anyone,  was  with  you?  o  Can  you  recall  any  sensory  memories?  o  What  was  the  impact/value  of  that  experience  for  you?  o  Describe  the  experience  with  a  word,  phrase,  or  metaphor

Workshop Goals:

" Highlight key findings from audience research that

can be used to engage audiences on their terms " Explore ways this information can be useful for you

Salzburg Global Seminar The Performing Arts in Lean Times: Opportunities for Reinvention

"To  engage  with  audiences,  organizaAons  and  arAsts  must  now  not  just  do  things  for  people,  but  instead  do  things  with  people.  It  is  not  that  arAsts  and  organizaAons  must  plan  to  cede  power  to  the  public,  but  that  the  power  is  already  ceded;  organizaAons  must  now  recognize  that  change  and  build  on  it  to  connect  and  engage  with  society."  

Adrian  Ellis,  February  2010  

What Arts Participation Research Tells Us

" Changing  paMerns  of  demand  " Shorter  and  more  intense  experiences  (Ame  starved;  shorter  

aMenAon  spans)  

" Demand  for  more  interpreAve  assistance,  craving  the  arts  educaAon  experiences  they  had  as  children  

" ExpectaAon  that  leisure  experiences  can  be  customized  " ShiQ  towards  more  acAve  forms  of  parAcipaAon  

" Audiences  today  have  lower  levels  of  context  and  knowledge  

" People  make  last  minute  decisions  to  aMend  events,  and  subscripAon  buyers  have  declined  drasAcally.    

" As  more  people  look  to  create  a  work-­‐life  balance,  they  are  interested  in  modest  ‘perfect  moments’  as  a  result  of  experiences  that  are  authenAc,  community-­‐based  and  unforgeMable.  

Alan  Brown:    www.wol6rown.com  -­‐  “A  Confluence  of  Many  Forces”

Who is the “Audience?”

" Who are they?

" How do we find them? " What do they value? " What do we need to know about them?

" How do we develop meaningful relationships with them?

Audience Engagement Is…

A  unifying  philosophy  that  brings  together  markeAng,  educaAon,  and  arAsAc  programming  to  

maximize  impact  on  audiences.  

“Making Sense of Audience Engagement,” Alan Brown. 2011

In short… Audience engagement is a philosophy to maximize impact.

Arc of Engagement

“Making Sense of Audience Engagement,” Alan Brown. 2011

Typologies of Audiences:

“Making Sense of Audience Engagement,” Alan Brown. 2011

In what ways do you currently segment your audiences?

Guiding Question:

What are the expected outcomes of your audience engagement activities?

Things We Know from Audience Research:

Musical Taste is Socially Transmitted

Musical Taste is Socially Transmitted

People will try new music/arts experiences if they: " Are invited by someone they know,

like or trust. " Are introduced to new music through

a “guide” or “mentor.” " Can sample the new music/art before

purchasing a ticket.

Jazz Arts Group’s Jazz Audiences Initiative - 2011

Research tells us…

Musical taste is socially transmitted

86%

65%

64%

48%

44%

37%

33%

31%

29%

21%

17%

80%

50%

74%

46%

50%

34%

33%

19%

30%

22%

24%

76%

44%

77%

39%

57%

41%

41%

15%

21%

23%

24%

73%

38%

78%

34%

61%

38%

41%

12%

18%

22%

25%

67%

29%

80%

31%

61%

35%

31%

8%

11%

18%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Recom

mendatio

ns

from

frie

nds o

r

fam

ily

Suggestio

ns f

rom

people

you k

now

Lis

tenin

g t

o t

he

radio

Movie

soundtracks o

r

TV s

how

s

Prin

t m

edia

Local clu

bs/

prom

oters

CD

revie

ws

YouTube

Music

subscrip

tons

Brow

sin

g in r

ecord

stores

Satellit

e r

adio

PERCENT REPORTING EACH SOURCE OF INFORMATION ABOUT UNFAMILIAR ARTISTS, BY AGE COHORT

18 to 34 35 to 44 45 to 54 55 to 64 65+

24%

44%

21%

16%

25%

8%

27%

24%

21%

21%

30%

17%

0% 

5% 

10% 

15% 

20% 

25% 

30% 

35% 

40% 

45% 

50% 

Knowledgeable

Musicians

Jazz-Centered

Omnivores

Urban Culture

Dabblers

Standard Fare

Partners

Social

Butterflies

Comfort

Seekers

INCIDENCE OF INITIATORS AND RESPONDERS, BY SEGMENT

Ini,ators (Agreement ra,ng of 6 or 7) 

Responders (Agreement ra,ng of 6 or 7) 

Create Incentives for Initiators " Identify those who regularly bring friends " Strategies for current subscribers to bring newbies

Transmit taste through mutual endorsement and artist associations " Peer to peer recommendations (Yelp) " South Coast Repertory – Blogger Nights " Center Theatre Group – “YouReview Booth” " University of Michigan – UMS Lobby

Implications for the Field

Center Theatre Group – Los Angeles

“Making Sense of Audience Engagement,” Alan Brown. 2011

Create Pathways into New Art Forms

Create Pathways

" Music labels (genres) are confusing and often not relevant

" Often, participation is artist-driven, and

audiences want to know the “back story”

" Engage people via art forms they already like

Research tells us…

Jazz Arts Group’s Jazz Audiences Initiative - 2011

Jazz-Centered Omnivores and Urban Culture Dabblers are most “democratic” in their arts attendance

79%

86%

67%

70%

42%

27%

45%

71%

68%

51%

47%

45%

39%

40%

21%

16%

33%

8%

36%

35%

30%

18%

20%

33%

22%

45%

45%

35%

31%

46%

20% 28

%

13%

4%

11%

8%

10%

21%

16%

13%

14%

19%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Knowledgeable Musicians

Jazz-Centered Omnivores

Urban Culture Dabblers

Standard Fare Partners

Social Butterflies Comfort Seekers

HIGH FREQUENCY ATTENDANCE (THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY SEGMENT

Jazz shows Art museums or galleries Rock or R&B shows Classical music concerts Stage plays World Music Concerts Broadway musicals

67%

70%

64%

65%

70%

68%

49%

48%

69%

45%

58%

51%

43%

54%

37%

53%

34%

31%

34%

33%

41%

26%

34%

24%

27%

21%

17%

40%

21%

20%

29% 3

4%

23%

32%

23%

19%

37%

15%

9% 12%

15%

13%

3%

8%

6%

23%

9%

9%

17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

JAG JALC Jazz St. Louis SFJAZZ Monterey

Festival

Sculler's MUPs

FREQUENCY OF ATTENDANCE AT DIFFERENT TYPES OF ARTS EVENTS (THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY PARTNER

Jazz shows Art museums or galleries Stage plays

Classical music concerts Rock or R&B shows Broadway musicals

World Music Concerts

There are many pathways into jazz

Visual Arts and Theatre

Visual arts are another gateway activity into jazz

45%

44%

65%

11%

36%

6%

55%

1%

31%

30%

5%

12%

27%

21%

45%

9%

12%

10%

18%

3%

7%

4%

8%

1%

0%

10%

20%

30%

40%

50%

60%

70%

Music Buffs Social Rockers Arts Omnivores Bluegrass 'n' Barefoot

HIGH FREQUENCY ATTENDANCE (THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY SEGMENT

Art museums or galleries Classical music concerts Rock or R&B shows

Stage plays Broadway musicals World Music Concerts

Consumption of live jazz is artist-driven

1

2

3

4

5

6

7

18-3

4

35-4

4

45-5

4

55-6

4

65+

18-3

4

35-4

4

45-5

4

55-6

4

65+

Ticket Buyer Sample Prospect Sample

Average'Ra

)ng'(1=N

ot'influ

en)a

l;'7=Ve

ry'influ

en)a

l)'

AVERAGE INFLUENCE OF FACTORS ON LIVE JAZZ ATTENDANCE, BY AGE AND SAMPLE

Specific artist

performing

Cost of tickets

Day of the week

The type of venue

such as a club or

theater

50% 48% 42% 36% 31%

91% 90% 91%

90% 90%

9% 8%

6%

29% 27%

22% 21% 29%

33%

26%

18% 22%

23%

18%

10%

8% 9% 7%

0%

25%

50%

75%

100%

125%

150%

175%

200%

225%

250%

18 - 34 35 - 44 45 - 54 55 - 64 65+

MOTIVATIONS FOR ATTENDING BY AGE COHORT (SPRING 2010)

Because someone else

invited me

To experience new or

different kinds of music

To better appreciate jazz

To be connected to my

cultural heritage

To hear the specific artist

that is performing

To spend time with the

person(s) I came with

Consumption is artist-driven

Determine what other art forms current and potential audiences already enjoy " Genre-bending collaborations " Opening Acts " Co-headliners " Cross-genre artists

Build a new home on the web for exploring music/performers " Provide newcomers a place to start, a low-risk opportunity to

hear new sounds " Create resource for presenters to offer audiences guidance

Implications for the Field

www.umslobby.org

Younger Buyers Have More

Eclectic Tastes

Younger Buyers Have More Eclectic Tastes

" Music labels (genres) are confusing and often not relevant

" A multi-pronged engagement approach

is required – before, during and after the show.

Research tells us…

Jazz Arts Group’s Jazz Audiences Initiative - 2011

Younger buyers are more involved in a range of music activities

39% 27% 25% 23% 18% 26% 22% 25% 21% 13%

22% 15% 16% 14%

11% 25% 22% 24% 23%

18%

32%

15% 16% 14% 13%

19% 16% 19% 17%

14%

25%

11% 10% 8%

15% 11% 10%

7%

24%

13% 13% 13%

13%

16%

7% 12%

12%

10%

23%

15% 6%

31%

20% 10%

81%

79%

62% 52%

30%

78%

67% 54%

37%

14%

64%

60%

48%

37%

23%

61%

47%

37%

27%

10%

18-34 35-44 45-54 55-64 65+ 18-34 35-44 45-54 55-64 65+

Ticket Buyer Sample Prospect Sample

CURRENT INVOLVEMENT IN MUSIC ACTIVITIES, BY SAMPLE AND BY AGE COHORT

Play a musical instrument Sing

Perform music in front of an audience Compose, edit or arrange music

Study music history or appreciation Play musical video games

Download and organize music DJ, or mix CDs or playlists

Younger buyers have more eclectic musical tastes

77% 68%

53% 47% 46%

8%

7%

13%

12% 10%

15%

25%

34% 41% 44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18 to 34 35 to 44 45 to 54 55 to 64 65+

PERCENTAGE OF JAZZ AS PART OF MUSIC COLLECTION, BY AGE COHORT

Less than 50% 50% 50% or more

SFJAZZ Focus Group Research on Young Jazz Buyers (2008)

" Young adults are resolutely unwilling to categorize their taste in music.

" The musical tastes of most of the young adults we interviewed encompass all genres and periods.

" Whether or not it’s jazz, classical, world, ‘noise’ or electronic dance music does not matter as much as whether they like how it sounds.

“There are only two kinds of music: good music, and

bad music.”

Provide ways for younger buyers to sample before buying " Links to downloading sites " Gather reviews from people like them

Implications for the Field

37

Informal Settings Are Most Appealing

Informal Settings are Most Appealing

" Audiences prefer space that are “intimate” and informal, and those that allow them to feel close to the artist.

" Some audience members expect “customizable” experiences within one venue.

Research tells us…

Jazz Arts Group’s Jazz Audiences Initiative - 2011

Informal settings are most appealing, even for older buyers

1

2

3

4

5

6

7

18-3

4

35-4

4

45-5

4

55-6

4

65+

18-3

4

35-4

4

45-5

4

55-6

4

65+

Ticket Buyer Sample Prospect Sample

Avg.

Rat

ing

(1=N

ot A

t All;

7=A

Gre

at D

eal)

VENUE PREFERENCES, BY SAMPLE AND AGE COHORT "How much would you like to see jazz in..."

Clubs or lounges with

small tables

Park or outdoor pavilion

with food booths

Restaurants with full

menu service

Formal concert halls with

chandeliers in the lobby

Grungy dive bars with

sticky floors

Private homes

SFJAZZ Focus Group Research on Young Jazz Buyers (2008)

" All prefer venues that are small, intimate and hip. " They are drawn to the casual interactions that a

venue can encourage. " They prefer to have the option of “dropping in” to a

venue without having to pay an entrance fee or appear at a particular time.

" They want to make choices as to how to experience the music, and their choices will vary from night to night.

" In general, young adults seek connection to other audience members and musicians, and also to place.

Some want to dance while others prefer to be intellectually engaged

46%

20%

19%

8%

7%

33%

16%

34%

7%

10%

32%

15%

37%

6%

9%

26%

11%

46%

4%

12%

27%

19%

38%

6%

10%

32%

20%

25%

9%

14%

30%

19%

33%

7%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Makes me tap my

toes and want to

dance

Takes me back to

another time or

place

Makes me think or

challenges me in

some way

I can sing or hum

along to

Tugs on my

heartstrings

"I PREFER JAZZ THAT..." BY PARTNER

Jazz Arts Group Jazz at Lincoln Center Jazz St. Louis

SFJAZZ Monterey Jazz Festival Sculler's Jazz Club

MUP Consortium

Implications for the Field

Develop new business models for presenting jazz/music in more intimate spaces

" Use “found” community spaces " Design temporary or mobile spaces " Transform community spaces into music clubs " Re-contextualize spaces within traditional venues

44

Garden Theatre – Columbus, Ohio

45

Garden Theatre – Columbus, Ohio

Garden Theatre – Columbus, Ohio

Audiences Have Unfulfilled Desires to Actively Participate in Art Making

Audiences Have Unfulfilled Desires to Participate

" Audience members often have an “unfulfilled interest” in direct participation. (i.e., playing a musical instrument)

Research tells us…

Jazz Arts Group’s Jazz Audiences Initiative - 2011

“Unfulfilled interest” is highest for ‘play a musical instrument’ and ‘study music history/appreciation’

54%

25%

20%

14%

34%

3%

31%

19%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

Play a musical

instrument

Sing Perform in

front of an

audience

Compose or

arrange music

Study music

history

appreciation

Play musical

video games

Download and

organize

music

DJ or make

CDs or

playlists

PERCENT WHO ASPIRE TO DO MORE 54

%

25%

20%

14%

34%

3%

31%

19%

24%

15%

16%

10%

14%

6%

54%

41%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

Play a musical

instrument

Sing Perform in

front of an

audience

Compose or

arrange music

Study music

history

appreciation

Play musical

video games

Download and

organize

music

DJ or make

CDs or

playlists

PERCENT WHO ASPIRE TO DO MORE VS. THOSE WHO ARE CURRENTLY ACTIVE

Aspire to Do More Currently Active

54%

25%

20%

14%

34%

3%

31%

19%

24%

15%

16%

10%

14%

6%

54%

41%

30%

11%

4%

5%

20%

-3%

-24%

-22%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

Play a musical

instrument

Sing Perform in

front of an

audience

Compose or

arrange music

Study music

history

appreciation

Play musical

video games

Download and

organize

music

DJ or make

CDs or

playlists

NET "UNFULLFILLED INTEREST"

Aspire to Do More Currently Active Net Unfulfilled Interest

High interest in playing and learning about music is consistent across segments

93%

18% 24% 11% 19% 11%

72% 63% 57% 50% 66% 41%

55%

11% 15% 9%

40% 25% 25%

17%

34%

23%

71%

11% 11%

65%

20% 16% 10%

19%

70%

60%

15% 8%

7%

12%

57%

19% 15%

41%

45% 41%

32%

36%

26%

13%

7% 14%

82%

68% 53%

49%

71%

26%

21%

37%

30%

34%

38%

21%

64%

54% 34%

33%

54%

18%

15%

27%

18%

20%

25%

9%

Know

ledg

eabl

e

Music

ians

Jazz

- Ce

nter

ed

Omni

vore

s

Urba

n

Cultu

re

Dabb

lers

Stan

dard

Fa

re

Part

ners

Soci

al

Butt

erfli

es

Com

fort

Se

eker

s

Know

ledg

eabl

e

Music

ians

Jazz

- Ce

nter

ed

Omni

vore

s

Urba

n

Cultu

re

Dabb

lers

Stan

dard

Fa

re

Part

ners

Soci

al

Butt

erfli

es

Com

fort

Se

eker

s

CURRENTLY INVOLVED ASPIRE TO IN THE FUTURE

CURRENT VS. ASPIRATIONAL INVOLVEMENT, BY SEGMENT

Play a musical instrument Sing either alone or with a group

Perform music in front of an audience Compose, edit or arrange music

Study music history or appreciation Play musical video games

Download and organize music DJ, or mix CDs or playlists

Create Ways for Adults to Actively Participate " “Rusty Musicians” Programs " Fantasy Camps " Offstage at the Jazz Academy " Backstage at the Lincoln

Implications for the Field

Closing Thoughts

" What more would you like to learn from this work?

" In what ways would you like to engage in or learn from the research?

" What information/ideas have you heard today that you could put into use tomorrow?

" Additional Questions?

Thank You! For More Information:

Christy Farnbauch Community Engagement Strategist

614-657-4406 Christy@strategiclinks.info

www.strategiclinks.info

Elizabeth Auer, Assistant Director University of Florida Performing Arts

352-273-2470 eauer@performingarts.ufl.edu www.performingarts.ufl.edu