DOCUMENT RESUME - ERIC RESUME ED 289 760 SO 018 352 ... other than a grade school or high ... classical music, opera, musicals, plays, ballet or art museums)

DOCUMENT RESUME

ED 289 760 SO 018 352

AUTHOR Abreu, Dan; And OthersTITLE Survey of Public Participation in the Arts: Musical

Theater, Operetta, and Opera Attendees.INSTITUTION Ziff Marketing, Inc., Brooklyn, NY.SPONS AGENCY National Endowment for the Arts, Washington, DC.

Research Div.PUB DATE 1 Apr 87NOTE 166p.; For related documents, see ED 287 764-765; ED

288 756-758; SO 017 949; SO 018 354-358; and SO 018362-365.

PUB TYPE Reports - Research/Technical (143)

EDRS PRICE MF01/PC07 Plus Postage.DESCRIPTORS Art; Art Activities; Attendance; Attendance Patterns;

Audience Analysis; *Audience Participation;Audiences; Cultural Activities; Data Analysis;*Music; Music Activities; National Surveys; Opera;Participant Characteristics; Participation; ResearchReports; Surveys; *Theater Arts

IDENTIFIERS *Operettas

ABSTRACTResearch presented in this report focuses on data

obtained through the 1982 and 1985 "Survey of Public Participation inthe Arts" and relates to musical theater, operetta, and operaattendance. The objectives of this study were to focus on thosefindings which might help opera or musical theater organizationsattract and understand attendees and to present the findings in anaccessible and useful format. Data are presented in categoriesrepresenting attendance, attendees' backgrounds, arts participation,and attendees' lifestyles. Compiled data on musical theater,operetta, and opera attendees are examined according to those whoreported attending in the most recent year studied: (1) a musicalstage play, operetta, or opera; (2) a performing arts activity thatwas not a musical stage play, operetta, or opera; (3) a musical stageplay, operetta, or opera both in live performances and through radio,television, or recordirgs; and (4) other forms of arts activitiesonly, but listened to musical stage plays, operettas, or operas onradio, television, or recordings. Data are also examined concerningthose persons who reported no attendance at a performing artsactivity, an art museum, or an art gallery, and demographic factorsaffecting attendees and non-attendees are described. Numerous tablesare included. (JHP)

***********************************************************************

Reproductions supplied by EDRS are the best that can be madefrom the original document.

***********************************************************************

Ziff Marketing

O

U.S. DEPARTMENT OF EDUCATIONOffice of Educational Research and Improvement

ED CAPORAL RESOURCES INFORMATIONCENTER (ERIC)

This document has been reproduced asreceived from the person or organizationoriginating it

0 Minor changes have been made to improvereproduction Quality

Points°, vrew or opinions stated in this d0Ctrment do not necessarily represent officialOERI position or policy

N.

COoj SURVEY OF PUBLIC PARTICIPATION IN Wit. ARTS

Musical Theater, Operetta, and Opera Attendees

April 1, 1987

PREPARED BY

DAN pBREU

ANDREA FRIEDMAN

CATRINA LOGAN

KAY REINHART

CHARLES ZIFF

21FF MARKETING INC. 0 118 WILLOW STREET, BROOKLYN, N.Y. 11201 0 718-82.5-WOO

2

BEST COPY AVAILABLE

.

SURVEY OF PUBLIC PARTICIPATION 04/01/87IN THE ARTS

SURVEY OF PUBLIC PARTICIPATION: IN THE ARTS

TABLE OF CONTENTS

IntroductionMusical Theater and Operetta Attendees Opera Attendees iv

MUSICAL THEATER AND OPERETTA ATTENDEES 1

ATTENDANCE 2

Attendance at Various Art Forms During the Past Twelve Months 3

Attendance at Various Art Forms During the Past Month 14Overall Arts Attendance at Various Performance Spaces 16Interest in Attending Disciplines More Often 18Interest in Attending Disiplines More Often 21Interest in Attending Disciplines More Often 22Barriers to More Frequent Musical Theater/Operetta Attendance 23Barriers to More Frequent Opera Attendance 33

BACKGROUND 35

History of Lessons in the Arts 36Age Voice or Ir trumental Lessons Were Taken 37Age Visual Arts -ssons Were Taken 38Age Acting/Theater * 'sons Were Taken 39Age. Ballet ,Lessons Wer_ -nlken

I..... ,. 40

Age Creative Writing Les_ Were Taken ' 41Age Craft-Art Lessons, Were _ten t 42Age Arts Appreciation Lessons Were Taken 43Age Music Appreciation Lessons Were Taken 4AParental Influence 45Highest Grade Completed by Respondent's Father 47Highest Grade Completed by Respondent's Mother 48


ARTS PARTICIPATION 49

Performed in the Arts During the Last Twelve Months 50Non Performance Arts Participation 51

LIFESTYLE 52

Recreational Lifestyle 53Hours of Television Watched in an Average Day 54Music Preferences 55Favorite Type of Music 56Arts Programming Listened to on Radio in Last 12 Months 57Art Programming Watched on TV in Last 12 Months 58Art Programming Listened to on Records/Tapes in Last 12 Months 59Arts Programming Listened to on the Radio in Last Twelve Months 60Arts Programming Watched on TV in Last 12 Months 61Arts Programming Listened to on Records/Tapes in Last 12 Months 62

OPERA ATTENDEES 63

ATTENDANCE 64

Attendance at Various Art Forms During the Past Twelve Months 65Attendance at Various Art Forms During the Past Month 76Overall Arts Attendance at Various Performance Spaces 78Interest in Attending Disciplines More Often 80Barriers to More Frequent Opera Attendance 85Barriers to More Frequent Musical Theater/Operetta Attendance 89

BACKGROUND 91

History of Lessons in the Arts 92Age Voice or Instrumental Lessons Were Taken 93Age Visual Arts Lessons Were Taken 94Age Acting/Theater Lessons Were Taken 95Age Ballet Lessons Were Taken 96Age Creative Writing Lessons Were Taken 97Age Craft-Art Lessons Were Taken 98Age Arts Appreciation Lessons Were Taken . 99Age Music Appreciation Lessons Were Taken 100

SURVEY OF PUBLIC PARTICIPATION

IN THE ARTS04/01/87

Parental Influence 101Highest Grade Completed by Respondent's Father 103Highest Grade Completed by Respondent's Mother 104


Performed in the Arts During the Last Twelve Months 106Non Performance Arts Participation 107

LIFESTYLE 108

Recreational Lifestyle 109Hours of Television Watched in an Average Day 110Music Preferences 111Favorite Type of Music 112Arts Programming Listened to on Radio in Last 12 Months 113Arts Programming Watched on TV in Last 12 Months 114Arts Programming Listened to on Records/Tapes in Last 12 Months 115Arts Programming Listened to on Radio in Last 12 Months 116Arts Programming Watched on TV in Last 12 Months 117Arts Programming Listed to on Records/Tapes in Last 12 Months 118

NON ARTS ATTENDEES 119

ATTENDANCE 120

Interest in Attending Disciplines More Often 121Barriers to More Frequent Musical Theater/Operetta Attendance 122Barriers to More Frequent Opera Attendance 124

BACKGROUND 126

History of Lessons in the Arts 127128Parental Influence

5



Non Performance Arts Participation 130

LIFESTYLE 131

Recreational Lifestyle 132Music Preferences 133Favorite Type of Music 134Arts Programming Listened to on the Radic in Last Twelve Months 135Arts Programming Watched on Television in the Last Twelve Months 136Arts Programming Listened to on Records/Tapes in the Last 12 Mos 137

DEMOGRAPHICS 138

Gender 139Age 140Race 141Occupation 142Marital Status 143Education Level 144Average Number of Hours Worked Last Week 145Occupation 146Family Income 147

6


IN THE ARTS04/01/87 PAGE i

INTRODUCTION

The data examined in this volume was drawn from a largerinvestigation compiled in 1982 and 1985 for the National Endowmentfor the Arts and collectively entitled the Survey of PublicParticipation in the Arts. This volume largely focuses on themore current data relating to attendance at musical theater andoperetta and at opera, and uses data drawn from the 1982 phase ofthe Survey chiefly for comparative purposes.

The comprehensive study focused on the following ten policyquestions raised by the National Endowment for the Arts:

1. How large is the current audience for the arts?

n. What is the relationship between attendance atlive performances and media participation?

3. Does arts participation vary with geographicregion and with community type and size?

4. What is the relationship between socio-economicand demographic characteristics and artsparticipation?

5. What effect does family background have on artsparticipation?

6. Are there patterns of non-arts activities whichare associated with arts activities?

7. What is the unsatisfied demand for artsactivities?

8. What reasons do those who say they would like toattend arts activities more often give for notdoing so?

9. How is amateur participation related toattendance?

7

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE iiIN THE ARTS

10. How does early socialization affect laterparticipation?

While using these ten questions as a guideline, we examined thedata with two objectives in mind:

To focus on those findings which might help operaor musical theater organizations to attract, aswell as to understand, attendees

To present these findings in an accessible, usableand technically unintimidating format

Thus, with these objectives, we built on those policy issues whichsuggest actionable marketing strategy while leaving as backgroundthose which have been essentially answered by the comprehensivereport. In certain instances, we found that we were limited bythe design of the study, and have indicated some areas wherefurther investigation is likely to surface more specific,actionable marketing recommendations.

We elected to compare data compiled according to the followingsample cells:

Musical Theater and Operetta

Those who reported attending a musical stage playor operetta, other than a grade school or highschool production, sometime during the past year.

Those who reported attending a performing artsactivity, art museum or gallery but had notattended a musical play or operetta during thepast year.

Those who reported attending a musical stage playor operetta and participating in either of thesedisciplines through radio, television orrecordings

Those who reported attending only other artsactivities, yet participated in musical theater oroperetta through radio, television or recordings

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE illIN THE ARTS

Opera

Those who reported attending an opera sometimeduring the past year.

Those who reported attending a performing artsactivity, art museum or gallery but had notattended an opera during the past year.

Those who reported attending an opera andparticipating in opera through radio, televisionor recordings

Those who reported attending only other artsactivities, yct participated in opera throughradio, television or recordings

Other

Those who reported no attendance at a performingarts activity, art museum or gallery during thepast year.

In addition, Musical Theater and Operetta Attendee and OperaAttendee data was recombined according to areas of residence(urban, suburban and rural areas).

The data compiled for the N.E.A. was supplied to us on magnetictape. The data we received had been weighted to reflect real-world proportions of respondents, and included a battery ofadditional demographic information. We cross-tabulated the dataaccording to a number of key analytical variables, including artsattendance, media participation, background variables anddemographic variables including gender. Copies of thesetabulations are supplied to the N.E.A. with this report.

9

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE ivIN THE ARTS

SURVEY OF PUBLIC PARTICIPATION IN IRE ARTSMusical Theater and Operetta Attendees Opera Attendees

Musical Theater And Operetta Attendees

While the share of the U.S. population which participates in somecore arts activity (jazz, classical music, opera, musicals, plays,ballet or art museums) has remained stable at 40% between the 1982and 1985 Surveys, the share of attendance at musical theater andoperettas has declined by two percentage points. Populationestimates suggest that there were nearly two million fewerattendees in these disciplines in 1985 (after adjusting forpopulation growth), a drop in audience size of roughly 6%.

In terms of absolute numbers, the population of arts attendees hasgrown with the population, however fewer are crossing disciplinarylines to attend musical theater or operetta. Thus, those whoattend other arts activities represent an even larger pool ofpotential attendees for musical theater and operetta now than theydid in 1982.

Musical Theater and Operetta Attendees are very likely to alsoattend other arts activities, particulary classical music, non-musical theater and art museums. On average, three in ten MusicalTheater and Operetta Attendees have also attended one of thefollowing at least once during the past year:

A live jazz performanceA live classical music performanceA live operaA live performance of a non-musical stage playA live ballet performanceAn art gallery or museum

In comparison to those who attend only other arts activities,Musical Theater and Operetta Attendees are, on average, slightlymore likely to attend another discipline. However, MusicalTheater and Operetta Attendees are less likely to attend musicevents or art museums and galleries and more likely to attendplays. While overall attendance is highest in urban areas andprogressively decreases among suburban and rural Musical Theaterand Operetta Attendees, their patterns of arts consumption arenonetheless quite similar.

10

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE vIN THE ARTS

While large numbers of Musical Theater and Operetta Attendees alsoattend classical music, non-musical theater and art museums, it isnot reliable to conclude that these other disciplines wouldnecessarily provide the largest pools of potential Musical Theaterand Operetta Attendees. Since current behavior is a sensibleindicator of potential, we can look instead at the percent ofattendees of each other discipline who say they attend musicaltheater or operetta:

Attendees of:

% Who AlsoAttend

Musicals

Jazz 41%Classical Music 54Opera [64]Non-Musical Plays [62]Ballet [64]Art Museums 44

These attendance patterns suggest that the audiences of opera,plays and ballet are most likely to provide potential attendees ofmusical theater and operetta.

As with their arts attendance, the music preferences of MusicalTheater and Operetta Attendees are not confined only to thosedisciplines. Roughly half or more express a liking for classicalor chamber music, jazz, big band, rock and mood or easy listeningmusic. This finding should not, however, be interpreted as aguide to strategic purchases of radio air time for advertising- -as with inter-disciplinary attendance recognize that while 49% ofMusical Theater and Operetta Attendees like to listen to rockmusic, the percentage of rock music listeners who like to listento musical theater or operetta might be very different.

Opera Attendees

As with musical theater and operetta, the number of people who saythey attend opera has declined between 1982 and 1985. The numberof Opera Attendees has decreased by four tenths of a percent, andpopulation estimates suggest that this amounts to roughly 500,000fewer Opera Attendees after adjusting for population growth, adrop in audience size of about 10%.

11

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE viIN THE ARTS

Thus, opera is in somewhat the same position as musical theaterand operetta--the number of arts attendees has grown with thepopulation but fewer are attending opera, creating a larger poolof potential attendees (defined by their demonstrated interest inattending the arts generally).

Opera Attendees are more likely than other arts attendees toattend other kinds of arts activities, particularly classicalmusic, musical theater or operetta and art museums. On average,more than five in ten Opera Attendees also attended one of thefollowing activities at least once during the past year:

A live jazz performanceA live classical music performanceA live musical stage play or operettaA live performance of a non-musical stage playA live ballet performanceAn art gallery or museum

In comparison to those who attend only other arts activities,Opera Attendees are, on average, about twice as likely to attendanother discipline. The arts appetite of Opera Attendees exceedsthat of other arts attendees across every area of residence; whilesuburban and rural Opera Attendees are somewhat less likely toattend other arts activities than their urban counterparts, allconsume more art tha: other arts attendees.

Regardless of where they live, Opera Attendees are most likely toattend classical music, musical theater or operetta and artmuseums. Again, it is unreliable to conclude that thesedisciplines would necessarily provide the greatest number ofpotential Opera Attendees, and instead we can examine the percentof attendees of each other discipline who say they also attendopera:

Attendees of:

% Who AlsoAttendOpera

Jazz 9%Classical Music [15]Musical Theater/Operetta 10Non-Musical Plays [13]Ballet [23]Art Museums 10

12

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE vii

IN THE ARTS

These attendance patterns suggest that the audiences of ballet,classical music and non-musical plays are most likely to providethe greatest number of potential Opera Attendees.

As with their arts attendance, the music preferences of OperaAttendees are not confined to opera. Roughly half or more expressa liking for classical or chamber music, opera, operetta or showtunes, jazz, big band and mood or easy listening music. Again,this finding should not be taken to prove significant crossoverfrom the audience of each kind of music to that of opera.

Barriers to Attendance

Musical Theater and Operetta Attendees express strong interest inattending the arts more frequently. Two thirds say they wouldlike to attend those disciplines more often, and nearly half saythey would like to attend more non-musical plays and visual artsevents. The arts appetite of Musical Theater and OperettaAttendees varies little with their area of residence; on average,roughly a third of urban, suburban or rural attendees say theywould like to see a given discipline more often.

Opera Attendees also express strong interest in attending more,but their interest is less concentrated in certain disciplines--over one third would like to seo more opera and other significantminorities would like to see more of nearly every disciplinerated. Those Opera Attendees in urban areas are, on average, morelikely to say they would like to see more of a given disciplinethan attendees in suburban or rural areas.

Thirty-eight percent of those who attend the arts but not musicaltheater or operetta express interest in seeing musicals oroperetta, and 14% of those who attend the arts but not operanonetheless say they would like to attend opera. Clearly, largenumbers of arts attendees are not unwilling to add thesedisciplines to their mix of current arts attendance.

Respondents who are interested in attending more often seldompoint to causes outside their control, such as sold out events,babysitter problems, health problems and the like as circumstancespreventing more attendance. Moreover, respondents infrequentlycite circumstances which would be difficult or impossible for anarts organization to correct, such as transportation, traffic orparking problems or fear of crime. While some say that more

13

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE viiiIN THE ARTS

performances are simply not available, respondents most frequentlycite the cost of tickets and lack of time as the chief barriers tomore arts attendance.

These two barriers could as easily be expressed in terms of worth:the value these attendees place on musical theater, operetta oropera is such that they believe seeing more is not worth the costin time or money. Thus, a key to motivating greater attendanceamong them is to enhance the value they place on this kind of artsexperience.

To do so, an arts organization must gain an understanding of howvarious aspects of attending contribute to its value. Whatparticular aspects of their experience do attendees find mostsatisfying? What do they find unsatisfying? Is their criticismjustified and are these problems which should be corrected, or aremisperceptions about the organization at fault, which could beaddressed in its advertising or public relations?

Background

Two thirds of Musical Theater and Operetta Attendees took voice orinstrumental lessons or classes at some point in their lives,usually prior to age 18. About half took visual arts or craft-artlessons or classes, and many took lessons or classes in otherarts-related activities, lending credence to the widely acceptednotion that adult arts attendance has its roots in childhood oryoung adulthood.

Three fourths of Opera Attendees took voice or instrumentallessons or classes at some point in their lives, usually prior toage 18, although they are more likely than other arts attendees tohave also taken such instruction between the ages of 18 and 24.About half took visual arts or craft-arts lessons or classes. Aswith Musical Theater and Operetta Attendees, many took classes inother arts-related activities.

Both Musical Theater and Operetta Attendees and Opera Attendeeswere encouraged to read more frequently than those who do notattend the arts, and are more likely to have had parents or otheradults in the household who listened to classical music or operaor took them to performances or art museums as children. Theparents of attendees are also more likely to be better educatedthan the parents of those who do not now attend the arts.

14

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE ixIN THE ARTS

While many background factors and present social, demographic oreconomic factors are related to arts attendance, few of these canbe easily influenced by arts organizations or support groups in aneffort to expand future audiences. Arts groups might, however,find ways to involve children or young adults in the arts throughinstruction or to encourage attendance of the arts by entirefamilies. Thus, we examined how these background factors mightcontribute to later arts attendance.

We found that 46% of Musical Theater and Operetta Attendees andOpera Attendees had first taken lessons or classes in theperforming or visual arts before the age of 15. Forty-threepercent had first taken these lessons or classes prior to the ageof 18, and the remaining 3% between the ages of 18 and 24.

Twenty-two percent of the combined attendee group had been takento plays, dance or classical musical performances at leastoccasionally by their parents or other adult members of thehousehold. Twenty-seven percent had the more passive exposure ofparents or other adults in the household who at least occasionallylistened to classical music or opera.

In multiple regression we find that 20% of attendance is explainedby the combination of these variables (lessons or classes,exposure to arts activities and listening habits in the home).Unsurprisingly, these are not strictly independent variables, and,in particular, there is a strong correlation between havingparents who listen to classical music and being taken to an artsactivity as a child.

Being taken to arts activities as a child is, in fact, the mostlikely of these factors to determine attendance at musicaltheater, operetta or opera in adulthood. However, the combinationof childhood exposure and lessons or classes prior to age 18 isconsiderably more potent than either variable alone, andcontributes far more to the determination of adult attendance thanthe addition of either later lessons or parents' listening habits.

Thus, programs to expose children to the arts could besignificantly strengthened by components which involve children inthe process of making art. Moreover, attendance plans or salestechniques which more easily accommodate family attendance havesignificance as a means of developing future audiences over andabove their usefulness in filling seats now.

15

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE xIN THE ARTS

Media Participation

Many Musical Theater and Operetta Attendees also partake of thoseart forms through radio broadcasts, television and recordings--roughly one in ten respondents listens to musical theater oroperetta on the radio, four in ten watch such programming ontelevision and over two in ten listen on records or tapes.

Opera Attendees are more likely to participate in mass media thanare Musical Theater and Operetta Attendees--roughly five in tenlisten to opera on the radio, six in ten watch opera on televisionand five in ten listen to opera recordings.

We know from existing reports on the overall Survey of PublicParticipation in the Arts that media involvement is not asubstitute for attendance among those listening or watching andattending the same discipline, that those who attend a particulardiscipline are more likely to participate in that disciplinethrough these media and vice versa.

In fact, those Musical Theater and Operetta Attendees who alsowatch musicals or operettas on television or listen to records ortapes of musicals are, on average, more likely to have attendedadditional arts activities than those attendees who do not listenor watch such programming (roughly 4 in 10 attended another givenactivity, as compared to the overall 3 in 10). Similarly, thoseOpera Attendees who also watch or listen to opera programming aremore involved in the arts than attendees who do not watch orlisten (over 6 in 10 attended another activity as compared to theoverall 5.5 in 10).

However, significant numbers of arts attendees participate in adiscipline through television, radio or recordings withoutattending that discipline. Do those who watch or listen tomusical theater, operetta or opera yet fail to attend represent astronger potential for audience growth than other arts attendeesgenerally? Put simply, does media participation signal a growinginterest in a discipline?

16

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE xiIN THE ARTS

As we found in an earlier section, when we compare these twogroups...

those who attend and participate in the disciplinethey attend through broadcasts or recordings

those who only attend the discipline

...we find that those in the first consume more art. To seewhether their media participation might be at cause, we look to...

those who attend arts other than musical theaterand operetta or opera yet participate in thesedisciplines through broadcasts or recordings

If media participation does motivate attendance, then it would bereasonable to assume that these respondents would consume more artthan...

those who attend arts other than musical theaterand operetta or opera and do not participate inthem through the media

We find, however, that media participation among those who do notattend musical theater and operetta or opera has no apparentaffect on their overall arts consumption:

Attend the arts but not:

Average %who attend a

given activity

musical theater or operetta 26%musical theater or operetta

yet listen to either on radio 20%musical theater or operetta

yet watch either on television 12%musical theater or operetta

yet listen to either on recordings 23%

opera 32%opera yet listen to opera on radio 28%opera yet watch opera on television 24%opera yet listen to opera recordings 29%

17

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE xiiIN THE ARTS

Another indication of whether media participation drivesattendance would be some correlation between changes in mediaparticipation and changes in attendance when comparing the twostudy years (1982 and 1985). However, while we see a decline inthe number of persons attending musical theater, operetta oropera, thei:e is not a parallel decline in media participation. Infact, in most instances media participation actually increasedbetween 1982 and 1985:

Do not attend, but: 1982 1985

listen to musical theater/operetta on radio 7% 8%watch musical theater/operetta on t.v. 29 24listen to musical theater/operetta records 12 11

listen to opera on radio 10 11watch opera on t.v. 19 20listen to opera on records 11 13

The fact that media participation has not generally declined alongwith attendance and that those who attend arts other than musicaltheater and operetta or opera yet participate in these disciplinesthrough broadcasts or recordings consume less art overall,strongly suggests that the arts appetite of these individuals islargely sated by media participation. This kind of mediaparticipation is probably not a precursor to live attendance butsignals a more passive attitude toward the discipline.

We would like to have examined whether decreased arts consumptionon the part of these individuals is a result, at least in part, ofunavailability or other barriers outside an attendee's control orwhether patterns of recreational and other participation furtherindicate a more passive lifestyle overall. However, this data wasnot available for current media participants.

Non Arts Attendees

In our experience it is often difficult and costly to induceindividuals with no history of arts attendance to attend.However, it is worth noting that there are a substantial number ofNon Arts Attendees who express interest in attending musicaltheater, operetta, or opera. 17% of Non Arts Attendees (roughly

18

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE xiiiIN THE ARTS

17.4 million people according to population estimates) say thatthey would like to attend musical theater or operetta and 4% ofNon Arts Attendees (roughly 4.1 million people according topopulation estimates) express an interest in attending opera. Ifwe venture to base potential attendance on this expression ofinterest alone, converted Non Arts Attendees could represent a 62%increase in the number of Musical Theater and Operetta Attendeesand a 91% increase in the number of Opera Attendees. Recognizingthat such a conclusion is unrealistic, these figures neverthelessindicate that a positive atmosphere for cultivation exists if wecould more clearly identify those interested Non Arts Attendeeswho are most likely to attend.

If we are interested in attracting Non Arts Attendees we shouldknow why they do not attend. The data shows that the reasons NonArts Attendees give most frequently for not attending are the sameas those of arts attendees (cost, distance, and lack of time).Further research could provide more specific clues to theattitudes that prevent them from attending.

We do know that the Non Arts Attendee is not substitutingrecreational or other types of activities for arts attendance.Aside from attendance at movies and sporting events, the Non ArtsAttendee is considerably less active than the arts attendee.Their lack of attendance at the arts then, is a reflection of aless active lifestyle overall, a further indication that artsattendance is difficult to cultivate among Non Arts Attendees.

19

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE 1

IN THE ARTS

MUSICAL THEATER AND OPERETTA ATTENDEES

20


IN THE ARTS

ATTENDANCE

21

SU1VEY OF PUBLIC PARTICIPATION

IN THE ARTS

04/01/87 PAGE 3

ATTENDANCE AT VARIOUS APL' FORMS DIMING THE PAST TWELVE MONTHSMusical Theater and (ii.:.:xetta Attendees

Discipline

% WhoAttendIIIINE

BASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

23

38

10

14

29

41

53

2394

2394

2394

2394

2394

2394

About half of attendees of Musical Theater and Operetta alsoattended art museums. Significant minorities also attendedclassical music and non-musical theatre.

22

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE 4IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSMusical Theater and Operetta Non Attendees

% WhoAttend

DisciplineBASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

27

4

22

9

26

63

2893

2893

2893

2893

2893

2893

Those who attend arts activities but not musical theatre andoperetta generally also attended art museums.

23


IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSUrban Musical Theater and Operetta Attendees

% WhoAttend

DisciplineBASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

31

40

14

1111111111.11111.111

16

34

58

707

707

707

707

707

707

More than half of Urban Musical Theater and Operetta Attendeesalso attended art museums, and nearly half attended classicalmusic or non musical theater.

24


IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TMVE MONTHSSuburban Musical Theater and Operetta Attendees

% WhoAttend

DisciplineBASE

Jazz

Classical Msic

Opera

Non-Musical Theater

Ballet

Art Museums

Average

17

14

28

41

53

1287

1287

1257

1287

1287

1287

More than half of Suburban Musical Theater and OperettaAttendees attended art museums. Many attended classical musicand non-musical theater.

25

SURVEY riF PUBLIC PARTICIPATION 04/01/87 PAGE 7IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSRural Musical Theater and Operetta Attendees

% WhoAttend

DisciplineBASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

19

11111,11111111111

10

38

11

41

cb

400

400

400

400

400

400

About four in ten Rural Musical Theater and Operetta Attendeesalso attended classical music, non-musical theater or artmuseums during the past year.

26


IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSMusical Theater and Operetta Attendees

% WhoAttend

DisciplineBASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

30

64

28

Imm.111.11.127

raill..1111.1911111.111.111

43

52

52

52

52

52

52

A majority of Musical Theater and Operetta Attendees who listento those disciplines on the radio also attend classical music,non musical theater and art museums.

27


IN THE ARTS

04/01/87 PAGE 9

ATTENDANCE AT VARIOUS ART FORMS DURING TEE PAST TWELVE MONTHSMusical Theater and Operetta Attendees

Discipline

% WhoAttend

X BASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

25

14

49

19

35

47

58

152

152

152

152

152

152

Roughly half of Musical Theater and Operetta Attendees who watchthose disciplines on television also attend classical music,non-musical theater and more than half attend art museums.

28


IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSMusical Theater and Operetta Attendees

Discipline

% WhoAttend

111,1i BASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

36 95

9559

9515

9559

27 95

95

44

Six in ten or more of Musical Theater and Operetta Attendees wholisten to those disciplines on recordings also attend classicalmusic, non-musical theater or art museums.

29


IN THE ARTS


% WhoAttend

DisciplineBASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

15

12

13

28

20

49

57

57

57

57

57

57

Among those who attend arts activities other than musicaltheater or operetta yet listen to those disciplines on theradio, overall arts attendance is relatively low, although abouthalf attended an art museum.

30


IN THE ARTS


Discipline

% WhoAttend

X BASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

9

I3

9

6

15

12

34

233

233

233

233

233

233

Among those who attend arts activities other than musicaltheater or operetta yet watch those disciplines on television,overall arts attendance is relatively low.

31


IN THE ARTS


% WhoAttend

DisciplineBASE

Jazz

Classical Music

Opera

Non-Musical Theater

Ballet

Art Museums

Average

U4

19

19

14

34

1111,111,

49

74

74

74

74

74

74

Among those who attend arts activities other than musicaltheater or operetta yet listen to those disciplines onrecordings, arts attendance is relatively low, although roughlyhalf attended an art museum.

32


IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST MONTHMusical Theater and Operetta Attendees

4 orMoreTimes

Discipline

2 or 3Times Once

4 BASE

Jazz

Classical Music

Opera

Musical Thtr/Operetta

Non-Musical Theater

Ballet

Art Museums

Average

001

11'7:MWMAWRliv..'N*WWW0*1 5

12 8

003

VgWN2 6 12

02 8

Hingg

2394

2394

2394

2394

2394

2394

2394

Those Musical Theatre and Operetta Attendees who have attendedan arts event during the past month are most likely to have seena Musical Theater or classical music performance or to havevisited an art museum.


IN THE ARTS04/01/87 PAGE 15

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST MONTHMusical Theater and Operetta Non Attendees

Discipline

4 orMore 2 or 3Times Times OnceMMR0w&aftx

%A BASE

Jazz 111,402 6

Classical Music 190a02 7.

Opera001

Musical Thtr/Operetta000

Non-Musical Theater I IRm,*o 1 5

Ballet 1 a,ey002

Art Museums II igaiM1 4 12

$:zAverage,:.

014

2893

2893

2893

2893

2893

2893

2893

Those who attended arts activities other than musical theater oroperetta and attended during the past month are most likely tohave visited an art museums or attended a classical musicperformance.

34


IN THE ARTS

OVERALL ARTS ATTENDANCE AT VARIOUS PERFORMANCE SPACESMusical Theater and Operetta Attendees

Attended an ArtsEvent at:

% WhoAttendMIN

BASE

College Facility

Elmntry/H.S. Facility

Church Facility

The "Y"

Cncrt Hall/Aud/Op Hse

Theater/Dinner Theater

Night Club/Coffee Hse

Library

Museum/Art Gallery

Park/Open Air Facility

Other

21

N10

14

0

11

I2

10

11

2

41

63

378

378

378

378

378

378

378

378

378

378

378

Musical Theater and Operetta Attendees are most likely to attendarts events at theaters, dinner theaters or a college facility.

35


IN THE ARTS

OVERALL ARTS ATTENDANCE AT VARIOUS PERFORMANCE SPACESMusical Theater and Opezetta Non Attendees


% WhoAttend

X BASE

College Facility


Church Facility

The "Y"




Library

Museum/Art Gallery


Other

17

11119

1117

0

I4

7

20

16

16

32

628

628

628

628

628

628

628

628

628

628

628

Those who attend arts activities other than musical theater andoperetta are most likely to attend arts events at concertshalls, auditoriums or opera houses, followed by theatres ordinner theaters.

36


IN THE ARTS

04/01/87 PAGE 18

INTEREST IN ATTENDING DISCIPLINES MORE OFTENMusical Theater and Operetta Attendees

% ratin

Discipline Interested in AttendAttending More Often

BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

24

11111,1111

16

63

47

1111111143 1111111111

10

429

429

429

429

429

429

429

429

A majority of Musical Theater and Operetta Attendees say theywould like to attend those kinds of performances more often.

37


IN THE ARTS

INTEREST IN ATTENDING DISCIPLINES MORE OFTENMusical Theater and Operetta Non Attendees

% Intin


BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

3,.=15

.11.1111111111111

37

MT.

10

52

493

493

493

493

493

493

493

493

A majority of those who attend arts activities other 4-Ilanmusical theater and operetta say they would like to attendvisual arts event more often.

38


INTEREST IN ATTENDING DISCIPLINES MORE OFTENUrban Musical Theater and Operetta Attendees

% Intin


BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

2

1111111111.111

O

18

111111111=111111111111111

45

1111111,1111111

38

117

117

117

117

117

117

117

117

A majority of Urban Musical Theater and Operetta Attendees saythey would like to attend those disciplines more often.

39


IN THE ARTS

INTEREST IN ATTENDING DISIPLINES MORE OFTENSuburban Musical Theater and Operetta Attendees

% Intin


IRWA BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

Mal111111.11111

11.111

111111=111.11111MINIII

51

=Pp01111011111111111111111

11111110

245

245

245

245

245

245

245

245

A majority of Suburban Musical Theater and Operetta Attendeessay they would like to attend those disciplines more often, aswell as non-musical plays.

40


IN THE ARTS

INTEREST IN ATTENDING DISCIPLINES MORE OFTENRural Musical Theater and Operetta Attendees

% Intin


Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

26

20

N11

13

BASE

67

67

67

60 67

38 67

67

6748

67

A majority of Rural Musical Theater and Operetta Attendees saythey would like to attend those disciplines more often.

41



BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCEMusical Theater and Operetta Attendees


% WhoCiteBarr

XBASE

Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

I3

111111111111

IOWA17

0

1

6

5

272

272

272

272

272

272

272

42

SURVEY OF PUBLIC PARTICIPATION04/01/87 PAGE 24

IN THE ARTS

BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCEMusical Theater and Operetta Attendees

% WhoCiteBarr

Barriers to AttendanceBASE

Age/Health Problem

Too Far To Go

Transp/Traffic/Parking

Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

3

7

2

11!

1

9

15

13

46

272

272

272

272

272

272

272

272

272

Musical Theater and Opera Attendees who would like to attendthose disciplines more frequently most often cite lack of timeand the cost of tickets as the chief barriers to more frequentattendance.



BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCEMusical Theater and Operetta Non Attendees


% WhoCiteBarr

BASE

Tickets Sold Out0

186

Cost33 186

Not Available26 186

Feel Uncomfortable0

186

No One To Go With8

186

Babysitter Problems10

186

Handicapped186

44


IN THE ARTS

BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCEMusical Theater and Operetta Non Attendees

% WhoCiteBarr


Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

1

16

6

2

2

111117

11116

25

256

256

256

256

256

256

256

256

256

Those who attend arts activities other than musical theater andoperetta who would like to attend those disciplines most oftencite the cost of tickets, non availability of performances andlack of time as the chief barriers to more frequent attendance.

45


IN THE ARTS

04/01/87 PAGE 27

BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCEUrban Musical Theater and Operetta Attendees


% WhoCiteBarr

% BASE

Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

1

1.11.1.1.1119

0

EN

41

0

68

68

68

68

68

68

68

46


IN THE ARTS

BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCEUrban Musical Theater and Operetta Attendees


% WhoCiteBarr

CASE

Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

4

7

a5

I

8

I2

10

10

39

68

68

68

68

68

68

68

68

68

Urban Musical Theater and Operetta Attendees who would like toattend those disciplines more frequently most often cite costand lack of time as the chief barriers to attendance.

47

SURVEY OF PUBLIC PARTICIPATION C4/O1/87 PAGE 29IN THE ARTS

BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCESuburban Musical Theater and Operetta Attendees


t WhoCiteBarr

X BASE

Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

a5

9

0

a5

1114

0

33

163

163

163

163

163

163

163


BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCESuburban Musical Theater and Operetta Attendees


% WhoCiteBarr

BASE

Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

3

8

4

1

15

17

INF

51

163

163

163

163

163

163

163

163

163

Suburban Musical Theater and Operetta Attendees who would liketo attend those disciplines more frequently most often cite costand lack of time as the chief barriers to attendance.

49


IN THE ARTS

BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCERural Musical Theater and Operetta Attendees

% WhoCiteBarr


Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babvsitter Problems

Handicapped

0

19

0

a

6

4

40

41

41

41

41

41

41

41



BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCERural Musical Theater and Operetta Attendees


% WhoCiteBarr

1 BASE

Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

R6

27

5

0

0

0

2

6

42

41

41

41

41

41

41

41

41

41

Rural Musical Theater and Operetta Attendees who would like toattend those disciplines more frequently most often cite lack ofavailability, distance and lack of time as the chief barriers toattendance

51

SURVEY OF PUBLIC. PARTICIPATION04/01/87 PAGE 33

IN THE ARTS

BARRIERS TO MORE FREQUENT OPERA ATTENDANCEMusical Theater and Operetta Attendees


% WhoCiteBarr

x BASE

Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

U2

11111.111111.111

0

0

11

12

69

69

69

69

69

69

69

52

SURVEV Of PUBLIC PARTICIPATION04/01/87 PAGE 34

IN THE ARTS

BARRIERS TO MORE FREQUENT OPERA ATTENDANCEMusical Theater and Operetta Attendees

% WhoCiteBarr


AgVHealth Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

U5

IN

15

15

19

42

69

69

69

69

69

69

69

69

69

Musical Theater and Operetta Attendees who would like to attendthe opera more frequently most often cite lack of time, the costof tickets and distance as the chief barriers to more frequentattendance.

53



BACKGROUND

54



HISTORY OP LESSONS IN THE ARTSMusical Theater and Operetta Attendees

% EverTookLesson

BASE

Voice or Instrumental

Visual Arts

Acting or Theater

Ballet

Creative Writing

Craft-Art

Art Appreciation/Hist

Music Appreciation

69

23

19

44

36

IMM1.111.1.137

39

417

417

417

417

417

417

417

417

The majority of Musical Theater and Operetta Attendees tookvoice or instrumental music lessons at some point in theirlives. Significant minorities took visual arts, creativewriting or craft-arts lessons.

55


IN THE ARTS

AGE VOICE OR INSTRUMENTAL LESSONS WERE TAKEN1985 Respondents

Attend Non NonMusic Attend Attend

Age Lessons Were Taken Thtr MT/0 ArtsBASES 417 512 1444

Under 12 40 % 37 % :6 %12-17 49 44 2.18-24 14 15 425 or Older 8 8 2

Among those who took voice or instrumental music lessons,Musical Theater and Operetta Attendees generally did so prior toage 18, and seldom after that age.

Arts attendees who have not attended musical theater or operettatook such-lessons at roughly the same ages as those who doattend.

56


IN THE ARTS

AGE VISUAL ARTS LESSONS WERE TAKEN1985 Respondents



Under 12 10 % 5 % 1 %12-17 23 24 818-24 21 16 425 or Older 13 11 3

Among those who took visual arts lessons, Musical Theater andOperetta Attendees generally did so between the ages of 12 and24. Musical Theater and Operetta Attendees are somewhat morelikely than other arts attendees to have taken visual artslessons as children under 12 or as adults 18 or older.

57



AGE ACTING /THEATER LESSONS WERE TAKEN1985 Respondents

Age Lessons Were Taken

AttendMusicThtr

BASES 417

NonAttendMT/0512

NonAttend

Arts1444

Under 12 3 % 1 % 0 %12-17 15 10 318-24 8 6 125 or Older 4 1 0

Among those who took acting or theater lessons, Musical Theaterand Operetta Attendees generally did so between the ages of 12and 17. Musical Theater and Operetta Attendees are somewhatmore likely than other arts attendees to have taken acting ortheater lessons at any age.

58


AGE BALLET LESSONS WERE TAKEN1985 Respondents


AttendMusicThtr

BASES 417

NonAttendMT/0512

NonAttend

Arts1444

Under 12 14 % 8 % 3 %12-17 6 3 118-24 4 2 025 or Older 3 1 0

Among those who took ballet lessons, Musical Theater andOperetta Attendees generally did so as children under 12.Musical Theater and Operetta Attendees are much more likely thanother arts attendees to have taken lessons as children.

59


IN THE ARTS

AGE CREATIVE WRITING MAISONS WERE TAKEN1985 Respondents



Under 12 3 % 2 % 0 %12-17 17 16 418-24 21 19 325 or Older 8 4 1

Among those who took creative writing classes, Musical Theaterand Operetta Attendees generally did so between the ages of 12and 24. Those who attend any arts (!re about as likely to havetaken creative writing classes at those same ages, and all aremuch more likely than Non Attendees to have taken such classesat all.

60



AGE CRAFT-ART LESSONS WERE TAKEN1985 Respondents



Under 12 9 % 100 % 1 %12-17 24 26 1518-24 17 13 625 or Older 22 16 6

Among those who took craft or art lessons, Musical Theater andOperetta Attendees generally did so at age 12 or older. Thosewho attend arts other than musical theater and operetta are morelikely to have taken such classes between the ages of 12 and 17,and less likely to have done so after.


AGE ARTS APPRECIATION masoNs WERE TAKEN1985 Respondents

AttendMusic

Age Lessons Were Taken ThtrBASES 417

Under 12 2 %12-17 1118-24 2625 or Older 7

NonAttendMT/0512

NonAttendArts1444

1 % 0 %11 5

23 5

4 0

About one-fourth of arts attendees, whether of Musical Theaterand Operetta or some other discipline, took classes in artappreciation at college age (18-24). Non Attendees are muchless likely to have taken lessons in arts appreciation at anyage.

62


IN THE ARTS

AGE MUSIC APPRECIATION LESSONS WERE TAKEN1985 Respondents


Under 1212-1718-2425 or Older

AttendMusicThtr

BASES 417

NonAttendMT/0512

NonAttend

Arts1444

3 % 4 % 1 %18 15 624 19 45 3 0

About one-fifth of arts attendees, whether of Musical Theaterand Operetta or some other discipline, took classes in musicappreciation at college age (18-24) and only slightly less than20% took lessons between 12 and 17. Non Attendees are much lesslikely to have taken lessons in music appreciation at any age.

63



PARENTAL INFLUENCEMusical Theater and Operetta Attendees

Activity ParentsEncouraged ThroughExample

Often

Occa-sionallyfmmwm,

Never

Listen to Clsscl/Opera

Visit Museums

Attend Perf Arts

Reading for Pleasure

-35 46 0417

1 FQ,MMrVti4.e.i:..., *:P ..i444:.*XA*.XNP%AV.W.V.W:*::i:0

.

M42 0417

MAT.W.z.:44.-ec-c-t-tv,-

.............4..w::::.%:.%:...:,,MMof.-y....

4.:ata,...uw..... ....F.:* ).....x. Y.*- -"",.,.. x*W4.0,;;W0i**:* .!.

45 40 i 417

.....4.w.0:::::::...m...s.s.N...z.4:. .

53 28 20 0. 417

14

Eight in ten Musical Theater and Operetta Attendees say thattheir parents or other adults in the household at leastoccasionally encouraged them to read for pleasure.

More than half of these attendees say that their parents orother adults in the household listened to classical music oropera, took them to visit art museums or galleries or to plays,dance or classical music performances at least occasionally.

64


IN THE ARTS

04/01/87 PAGE 46

PARENTAL INFLUENCEMusical Theater and Operetta Non Attendees


Often

Occa-sion Noally Never Answer

BASE

Listen to Clsscl/Opera Imitimarmar17 31

TesX.V.= W ;IP MaA.WS,s.'":*:::::IC

Visit Museums

Attend Perf Arts


8 40

52 32

52 0512

50 0512

'Si -6'512

m:.

15 0512

Among those who attend arts activities other than musicaltheater and operetta, more than eight in ten say that theirparents or other adults in the household at least occasionallyencouraged them to read for pleasure.

About half of these attendees say that their parents or otheradults in the household listened to classical music or opera,took them to visit art museums or galleries or to plays, danceor classical music performances at least occasionally.

65


HIGHEST GRADE COMPLETED BY RESPONDENT'S FATHER1985 Respondents

Grade Level

AttendMusicThtr

BASES 417

NonAttend

MT/0512

NonAttend

Arts1444

7th Grade or Less 12 % 11 % 23 %8th Grade 13 8 139-11th Grade 7 11 812th Grade 25 32 21Some College 12 10 4College Grad 24 16 5Don't Know 7 10 25No Answer 0 2 1

The father of a Musical Theater and Operetta Attendee is morelikely to have completed at least some college than the fathersof other arts attendees. All arts attendees are much morelikely than Non Attendees to have a father who achieved the sameamount of education.

66

SURVEY OF PUBLIC PARTICIPATIGN


HIGHEST GRADE COMPLETED BY RESPONDENT'S MOTHER1985 Respondents

Grade Level

AttendMusicThtr

BASES 417

NonAttend

MT/0512

NonAttend

Arts1444

7th Grade or Less 7 % 8 % 20 %8th Grade 12 5 109-11th Grade 8 11 . 1212th Grade 36 41 28Some College 13 13 5College Grad 17 13 4Don't Know 6 7 19No Answer 0 2 1

The mother of an arts attendee is significantly more likely tohave completed at least some college than the mother of a NonAttendee.

67


IN THE ARTS

04/01/87 PAGE 49

ARTS PARTICIPATION

68

I

]


IN THE ARTS

PERFORMED IN THE ARTS DURING THE LAST TWELVE MONTHSMusical Theater and Operetta Attendees

Type of PublicPerformance

% WhoPer id

111111BASE

Instrumental Perf

Classical Music Perf

Jazz Performance

5

2

12I

2394

2394

2394

Acting/Singing/Dancing

Non Musical Role

Musical/Operetta

Opera

Ballet

131

U3

0

0

9 2394

2394

2394

2394

2394

Few Musical Theater and Operetta Attendees participate in anytype of public performance. Of these who participate in aninstrumental performance, about half are classical musicperformances and half jazz. Of those who participate by acting,singing or dancing, about a third do so in non-musical roles andabout a third by singing in a musical play or operetta.

P' 69=


IN THE ARTS

04/01/87 PAGE 51

NON PERPORNANCE ARTr PARTICIPATIONMusical Theater and Operetta Attendees

Activity

Did inlast12 mos

BASE

Visit a Museum45 462

Visit a Historic Site64 462

Read/Listen to Poetry34 462

Visit Arts/Crafts Fair68 462

Arts Lessons21 462

Crafts Work18 462

Needlework40 ,12

Backstage/Adm Arts10 462

Backstags/Adm Music3 462

Creative Writing13 462

Photography/Movies18 462

Visual Arts16 462

Among arts-related activities other than performing, MusicalTheater and Operetta Attendees most often visit arts and craftsfairs, historical sites or museums or do needlework or similarcrafts.

70


IN THE ARTS

LIFESTYLE

71


RECREATIONAL LIFESTYLEMusical Theater and Operetta Attendees

Attndlast12 mos

Recreational ActivityBASE

Movies

Sports Event

Zoo/Botanical Garden

Board/Card Games

cement ?ark

Exercise

Sports Activity

Outdoor Activities

Reading

Charity/Volunteer Work

Collection

Gourmet Cooking

Household Repair

Gardening

MINIA11111111111111

IIMEIMIIIIK1111111T111111111111

1111111119111=1

98

54

24

1111111=11FOIMI

69

67

343

343

343

343

343

343

343

343

343

343

343

343

343

343

Musical Theater and Operetta Attendee;, say they also participatein a wide range of recreational activities, chiefly reading,playing board/card games, attending movies and exercising.



HOURS or' TELE-VIE/ON WATCHED IN AN AVERAGE DAY1985 Respondents

Average Number of HoursBASES

AttendMusicThtr365

NonAttend

MT/0439

NonAttend

Arts1321

None 6 % 6 % 4 %One hour 26 28 17Two hours 28 27 27Three to four hours 29 26 34Five or more hours 10 13 18DK/NA 0 0 0

Arts attendees, whether of Musical Theater and Operetta or someother disipline say they watch, n average, roughly two hours oftelevision per day. The televis...on consumption of Non Attendeesis marginally higher than those who do attend the arts.

73


IN THE ARTS

04/01/87 PAGE 55

MUSIC PREPERINCESMusical Theater and Operetta Attendees

Type of MusicListened To

% WhoListen

BASE

Classical/Chamber

Opera

Operetta/Show Tunes

Jazz

Soul/Blues/R&B

Big Band

Country-western

Bluegrass

Rock

Mood/Easy Listening

Folk

Barbershop

Hymns/Gospel

Other

56

M14111111

1111111/P110 IMMI

1111111111p1111=

42.

.111111111,1111.11111

46

49

69

38

21

43

378

378

378

378

378

378

378

378

378

378

378

378

378

378

Attendees of Musical Theater and Operetta express a wide rangeof musical preferences, with most choosing mood/easy listeningmusic, classical music and ja- as the music they like to listento and the fewest choosing barbershop, opera and bluegrass.

74


IN THE ARTS

FAVORITE TYPE OF MUSICMusical Theater and Operetta Attendees

% WhoPrefer1111111

BASE

Classical/Chamber

Opera

Operetta/Show Tunes

Jazz

Soul/Blues/R&B

Big Band

Country-western

Bluegrass

Rock

Mood/Easy Listening

Folk

Barbersilop

Hymns/Gospel

Other

14

1

4

a5

5

7

8

0

16

358

358

358

358

358

358

358

358

358

358

358

'358

358

358

Musical Theater and Operetta Attendees show no overwhelmingpreferer3e in the choice of their favorite kind of music,although they are more likely to prefer classical/chamber, rockor mood/easy listening music.

75


IN THE ARTS

04/01/87 PAGE 57

ARTS PROGRAMMING LISTENED TO ON RADIO IN LAST 12 MONTHSMusical Theater and Operetta Attendees

ListenOnRadio

DisciplineBASE

Jazz Prgrm/Pertormance

Classical Music

Opera

Musical Play/Operetta

15

14Non Musical Stage Play 1111

10

Average 111111.101

365

365

365

365

365

About a third or more of Musical Theater and Operetta Attendeeshave listened to jazz or classical music on the radio during thepast year.

76


IN THE ARTS

04/01/87 PAGE 58

APT PROGRAMMING WATCHED ON TV IN /ACT 12 MONTHSMusical Theater and Operetta Attendees

Discipline

WatchOnTV11111111

BASE

Jazz Prgrm/Performance

Classical Music

Opera

33

1111111.11,1111111=11

11=r1111Musical Play/Operetta 1111111,111111

Non Musical Stage Play

Ballet

Visual Arts

Average

44

11111,219 ..111

365

365

365

365

365

365

365

About half of Musical Theater and Operetta Attendees say theyhave watched classical music or a non-musical play ontelevision, and about four in ten saw a musical play or operettaor a visual arts program during the past year. A third or fewerwatched a jazz, opera or ballet program.

77



ART PROGRAMMING LISTENED TO ON RECORDS/TAPES IN LAST 12 MONTHSMusical Theater and Operetta Attendees

ListenTo RcdTft es

DisciplineBASE

Jazz Prgrr/Performance 111111,11111

Classical Music 1111111111111,MIE

Opera18


Average

=WE30

:;65

365

365

365

Among Musical Theater and Operetta Attendees, roughly four inten say they have listened to jazz or classical music on recordor tape during the past year.

78

SURVEY OF PURIM PARTICIPATION

IN THE ARTS

04/01/87 PAGE 60

ARTS PROGRAMMING LISTENED TO ON THE RADIO IN LAST TWELVE MONTHSMusical Theater and Operetta Non Attendees

Discipline

ListenOnRadio1111111

BASE


Classical Music

Opera



Average

30

11111111111111=1

439

439

439

439

439

'oughly a third or more of those who attend arts activitiestiler than musical theater and operetta have listened to jazz,Ilassical music or a non-musical stage play on the radio.

79



ARTS PROGRAMMING WATCHED ON TV IN LAST 12 MONTHSMusical Theater and Operetta Non Attendees

Discipline

WatchOn

Ma/TV BASE


Classical Music

Opera



Ballet

Visual Arts

Average

439

439

439

439

439

439

439

Among those who attend arts activities other than musicaltheater and operetta, about four in ten watched a classicalmusic or a visual arts program on television during the pastyear.

80


IN THE ARTS

04/01/87 PAGE 62

ARTS PROGRAMMING LISTENED TO ON RECORDS/TAPES IN LAST 12 MONTHSMusical Theater and Operetta Non Attendees

ListenTo Rcd/Tapes

DisciplineBASE

Jazz Prgrm/Performance 11111,11111

Classical Music

Opera

111111111111111M

IREMusical Play/Operetta 111,

Average

439

439

439

439

Among those who attend arts activities other than musicaltheater and operetta, roughly four in ten say they have listenedto jazz or classical music on record or tape during the pastyear.

81



OPERA ATTENDEES

64


IN THE ARTS

ATTENDANCE


IN THE ARTS

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSOpera Attendees

% WhoAttend

DisciplineBASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average55

3?6

376

376

376

376

376

Opera Attendees are active arts participants; a majorityattended classical music, musical theatre or operetta, nonmusical theatre or art museums.

84

SURVti OF PUBLIC PARTICIPATION

IN THE ARTS

04/01/87 PAGE 66

ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSOpera Non Attendees

Discipline

% WhoAttend

MP. BASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

24

42

1111111.1111

10

111.1.01.1132

4902

4902

4902

4902

4902

4902

Those who attended arts activities other than opera generallyattended alt museums. A significant minority also attendedmusical theatre or operetta.

85

11011111.



ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSUrban Opera Attendees

% WhoAtt::nd

DisciplinaBASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

46

1111111111=q11111111111.11

11111111E11111111111111....`091111111

11111111=r1111=111

61

I

61

147

147

147

147

147

147

11111=7M.M".11111

A majority of Urban Opera Attendees attended each of the al:tsactivities rated except jazz and ballet, which were attended byroughly two in five Urban Opera Attendees.

86



ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSSuburban Opera Attendees

% WhoAttend

Discipline

Jazz

Classical Music


Mon-Musical Theater

Ballet

Art Museums

Average

BASE

51

165

165

165

165

165

165

A majority of Suburban Opera Attendees attended each of the artsactivities rated except jazz and ballet.

87



ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSRural Opera Attendees

% WhoAttend

DisciplineBASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

61 64

64

64

64

64

64

A majority of Rural Opera Attendees attended each of the artsactiv;.ties rated except jazz, non musical theater and ballet.

88

SURVEY OF PUGLIC PARTICIPATION 04/01/37 PAGE 70

IN THE ARTS

ATTXNDANCE AT VARIOUS ART FORMS DURING THE PAST TWELVE MONTHSOpera Attendees

% WhoAttend

Discipline

..1.411.11.0Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

BASE

I

60

11111.111141.111111.11

61

27

27

27

27

27

27

A majority of Opera Attendees who listen to the opera on theradio also attend most of the arts activities rated.

89


IN THE ARTS


Discipline

% WhoAttend

Mr. BASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

1111.1111.1,11M11.A. 9

1=111111=11MIIIM

46

62

31

31

31

31

31

31

Roughly half or more of Opera Attendees who watch the opera ontelevision also attend all of the arts activities rated.

90

SURVEY OF PUBLIC PARTICIPATICN

IN THE ARTS

04/01/87 PAGE 72


Discipline

%Attend

RIM BASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

41

111111=1111111M111111

M111111111111111111111

IIIMIERI11111111111

1111111111MIIIMMEIMI

29

29

29

29

29

Roughly half or more of Opera Attendees who listen tc the operaon recordings als3 attend all of the arts activities ratedexcept jazz, for which attendance was only slightly lower.

91.




% WhoAttend

DisciplineBASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

13

28

60

121

121

121

121

121

121

Among those who ::tend arts activities other than opera yetlisten to the opera on the radio, overall arts attendance isrelatively low, although about three in five visited an artmuseum.

92




Discipline

% WhoAttend

x BASE

Jazz

Classical Music


Non-Musical Theater

Ballet

Art Museums

Average

12

1111111111111p1Mill

24

WID

246

246

246

246

.246

246

Among those who attend arts activities other than opera yetwatch the opera on television, overall arts attendance isrelatively low, although roughly half attended an art museum.

93

SURVEY OF PUBLIC PARTILIPATION



% WhoAttend

DisciplineBASE

Jazz

Classical Music


NonMusical Theater

Ballet

Art Museums

A ..n.age

11

MIRE1111119

134

134

134

134

134

134

Among those who atteid arts activities other than the opera yetlisten to opera recordings, arts attendance is relatively low,although roughly three in five attended an art museum.



ATTENDANCE AT VARIOUS ART FORMS DURING THE PAST MONTHOpera Attendees

Discipline

4 orMore 2 or 3Times Times Once

BASE

Jazz

Classical Music

Opera


Non-Musical Theater

Ballet

Art Museums

Average

13 9

6

02

ar ,,. Ewa5 li' 17

ill

enl.

376

376

376

376

376

373

376

Those Opera Attendees who have attended an arts event during thepast month are most likely to have seen a classical music,opera, musical theater/operetta performance or to have visitedan art museum.

95

SURVEY OF PUILIC PARTICIPATION


ATTENDANCE AT various ART FORMS DURING THE PAST MORINOpera Non Attendees

Discipline

4 orMore 2 or 3Times Times Once

x RASE

Jazz

Classical Music

Opera


Non-Musical Theater

Ballet

Art Museums

Average

0

000

11NRIo2-0

01 6

0U

..

1 4 n

Oi

4902

4902

4902

4902

4902

4902

4902

Those who attended arts activities other than opera have andattended during the past month are most likely have visitedan art museum.

96


IN THE ARTS

OVERALL ARTS ATTENDANCE AT VARIOUS PERFORMANCE SPACESOpera Attendees


% WhoAttend

BASE

College Facility


Church Facility

The "Y"



Night Clrb/Coffee Hse

Library

Museum/Art Gallery


35

19

0

79

11....14 1111.11

20

18

Other6

57

57

57

57

57

57

57

57

57

57

57

Opera Attendees are most likely to attend arts events at concerthalls, auditoriums or opera houses, followed by theaters ordinner theaters.

97


IN THE ARTS

OVERALL ARTS ATTENDANCE AT VARIOUS PERrORMANCE SPACESOpera Non Attendees


% WhoAttend

BASE

College Facility


Church Facility

The




Library

Museum/Art Gallery


Other

18

10

0

33

13

2

7

628

628

628

628

628

628

628

628

628

628

628

Those who attend arts activities other than opera are mostlikely to attend arts events at theaters, dinner theaters,concert Balls, auditoriums or opera houses.



INTEREST IN ATTENDING DISCIPLINES MORE OFTENOpera Attendees

% Intin

Discipline Interest'd in AttendAttending More Often

BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

=WM

14

44

60

60

60

60

60

60

60

60

Significant minorities of Opera Attendees say they would like toattend more of every discipline except ballet.

99

rSURVEY OF PUBLIC PARTICIPATION04/01/87 PAGE 81

IIN THE ARTS

;--',

INTEREST IN ATTENDING DISCIPLINES MORE OFTENOpera Non Attendees

% Intin


x BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

29

1111119111111

14

11111111,1111111=

42

WW1

NI48

860

860

860

860

860

860

E60

860

Significant minorities of those who attend arts activities otherthan opera say they would like to attend more musical theater,operetta, non-musical plays and visual arts events.

100


IN THE ARTS

INTEREST IN ATTENDING DISCIPLINES MORE OFTENUrban Opera Attendees

% Intin

Discipline Interested in AttendAttending More Often FRP

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

11111111114111MI

MNI.M111E11

11111111=11111111111111

0

53

BASE

28

28

28

28

28

28

28

28

A majority of Urban Opera Attendees say they would like toattend more jazz, opera, non-musical plays, ballet and visualarts events.

101



INTEREST /N ATTENDING DISCIPLINES MORE OFTENSuburban Opera Attendees

% Intin

Discipline Interested in AttendAttending More Often 011 BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

24

42

1.111,1=1

24

24

24

24

24

24

24

24

Significant minorities of Suburban Opera Attendees say theywould like to attend more musical theater and operetta andvisual arts events.

102



INTEREST IN ATTENDING DI3CIPLINES MORE OFTENRural Opera Attendees

% Intin


BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

8

8

8

8

8

8

8

8

A majority of Rural Opera Attendees say they would like toattend more musical theater and operetta and non-musical plays.

103



BARRIERS TO MORE PREQUENT OPERA ATTENDANCEOpera Attendees

% WhoCiteBarr

Barriers to Attendance MIENBASE

Tickets Sold Out .

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

0

0

0

0

7

16

23

23

23

23

23

23

104



BARRIERS TO 4ORE FREQUENT OPERA ATTENDANCEOpera Attendees

% WhoCiteBarr


Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

0

20

52

23

23

23

23

23

23

23

23

23

Opera Attendees who would like to attend the opera morefrequently most often cite lack of time, the cost of tickets anddistance as the chief barriers to more frequent attendance.

105



BARRIERS TO KORB FREQUENT OPERA ATTENDANCEOpera Non Attendees

% WhoCiteBarr


Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

2

1111181P11.

20

9

9

U



BARRIERS TO MORE FREQUENT OPERA ATTENDANCEOpera Non Attendees


% WhoCiteBarr

BASE

Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

37

"P.10

Those who attend arts activities other than opera and who wouldlike to attend the opera more frequently most often cite lack oftime, the cost cf tickets, distance and lack of availability asthe chief barriers to attendance.

107



BARRIERS TO MORE FREQUENT MUSICAL THEATER/01-1RETTA ATTENDANCEOpera Attendees


% WhoCiteBarr

BASE

Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

0

1111111114 111111

0

8

0

0

30

30

30

30

30

30

30

108


IN THE ARTS

04/01/87 PAGE 90

BARRIER! TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCEOpera Attendees

% WhoCiteBarr


Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

0

11

0

3

0

0

10

11

49

30

30

30

30

30

30

30

30

30

Opera Attendees who would like to attend musical theater andoperetta more frequently most often cite lack of time and thecost of tickets as the chief barriers to more frequentattendance.

109


IN THE ARTS

BACKGROUND

110


HISTORY OP LESSONS IN THE ARTSOpera Attendees

% EverTookLesson

BASE


Visual Arts

Acting or Theater

Ballet

Creative Writing

Craft-Art


Music Appreciation

75

37

35

66

69

69

69

69

69

69

69

69

The majority of Opera Attendees took voice or instrumental musicor craft-arts lessons at some point in their lives. Significantminorities took creative writing, art appreciation or arthistory or music appreciation classes.

111


IN THE ARTS

AGE VOICE OR INSTRUMENTAL LESSONS WERE TAKEN1985 Respondent

Age Lessons Were TakenAttendOpera

BASES 69

NonAttendOpera859

NonAttendArts1444

Under 12 40 % 39 % 16 %12-17 57 45 2218-24 24 14 425 or Older 13 8 2

Among those who took voice or instrumextal music lessons, OperaAttendees are more likely to have taken lessons as teenagers, aswell as after age 18. Opera Attendees are considerably morelikely than arts attendees who have not attended opera to havetaken lessons as teenagers or adults.

112

li


IN THE ARTS

04/01/87 PAGE 94

AGE VISUAL ARTS LESSONS WERE TAKEN1985 Respondents

Non NonAttend Attend Attend

Age Lessons Were Taken Opera Opera ArtsBASES 69 859 1444

Under 12 9 % 7 % 1 %12-17 31 23 818-24 23 18 425 or Older 19 11 3

Among those who took visual arts lessons Opera Attendees aremost likely to have taken lessons as teenagers and older.Opera Attendees are more likely than other arts attendees whoahve not attended Opera to have taken visual arts lessons at anyage.

113


AGE ACTING/MATER LESSONS WERE TAKEN1985 Respondents

Age Lessons Were TakenAttendOpera

BASES 69

NonAttendOpera859

NonAttend

Arts1444

Under 12 4 % 2 % 0 %12-17 16 12 318-24 8 7 125 or Older 4 2 0

Among those who took acting or theater lessons Opera Attendeesgenerally did so between the ages of 12 and 17. Opera Attendeesare somewhat more likely than other arts attendees who have notattended Opera to have taken acting or theater lessons up to age18.

114


AGE BALLET LESSONS WERE TAKEN1985 Respondents


Age Lessons Were Taken Opera Spera ArtsBASES 69 859 1444

Under 12 8 % 1 % 3 %12-17 6 4 118-24 1 3 025 or Older 4 2 0

Among those who took ballet lessons, Opera Attendees generallydid so up to age 18. Opera Attendees are less likely than otherarts attendees who have not attended Opera to have taken balletas children under 12.

115


AGE CREATIVE WRITING LESSONS WERE TAKEN1985 Respondents


Age Lessons Were Taken Opera Opera ArtsRASES 69 859 1444

Under X2 1 % 2 % 0 %12-17 16 16 418-24 19 20 325 or Older 11 5 1

Among those who took creative writing clashes, Opera Attendeesgenerally did so between the ages of 12 and 24. Those whoattend any arts are about as likely to have taken creativewriting classes at those same ages, and all are much more likelythan Non Attendees to have taken such classes at all.

116


AGE CRAFT -ART LESSONS WERE TAKEN1985 Respondents

Age Lessons Were TakenBASES

Non NonAttend Attend AttendOpera Opera Arts

69 859 1444

Under 12 4 % 7 % 1 %12-17 19 26 1518-24 24 14 625 or Older 27 18 6

Among those who, took craft or art lessons, Opera Attendeesgenerally did so at age 12 or older, although they are lesslikely to have done so as teenagers and more likely to have doneso later in life.

Those who attend arts other than opera are more likely to havetaken such classes between the ages of 12 and 17, and lesslikely to have done so after.

117


AGE ARTS APPRECIATZON LZOSONS WERE TAXER/985 Respondents



Under 1212-1718-2425 or Older

=.7"""'"'

5 1 1 % 0 %13 11 526 24 53 6 0

About one-fourth of arts attendees, whether of Opera or someother discipline, took classes in art appreciation at collegeage (18-24). Non Attendees are much less likely to have takenlessons in arts appreciation at any age.

118

SURVEY OF PUBLIC PARTICIPATION04/01/87 PAGE 10J

IN THE ARTS

AGE MUSIC APPRECIATION LESSONS WERE TAKEN1985 Respondents



Under 12 6 % 3 % 1 %12-17 18 16 618-24 29 20 425 or Older 5 3 0

About one-fifth of arts attendees who have not attended opera,and, one-third of Opera Attendees, took classes in musicappreciation at college age (18-24). Only slightly less than20% took lessons between 12 and 17. Non Attendees are much lesslikely to have taken lessons in music appreciation at any age.



PARENTAL INPLUENCEOpera Attendees

Occa-Activity Parents sionEncouraged Throug1 Often allyExample rmsa

NoNever Answer

BASE


Visit Museums

Attend Perf Arts


WARGIERNIV

::>vex

35:)1 69

37' 1 69

Imimmiggagpami: y it19 48 32 1 69m .?.4

20 14 1 69

More than eight in ten Opera Attendees say that their parents orother adults in the household at least occasionally Encouragedthem to read for pleasure.

More than six in ten of these attendees say that their parentsor other adults in the household listened to classical music oropera, took them to visit art museums or galleries or to plays,dance or classical music performances at least occasionally.

120



PARENTAL INILUENCEOpera Non Attendees


Occa-sion

Often allNo

Never Answer

BASE

Listen to Clsscl/Opera17 33

Visit Museums

Attend Perf Arts


MWT

50

47

48

0 859

K.ts.

0859

1859

17 859

Among those who attend arts activities other than opera, morethan eight in ten say that their parents or other adults in thehousehold at least occasionally encouraged them to read forpleasure.

About half of these attendees say that their parents or otheradults in the household listened to classical music or opera,took them to visit art museums or galleries or to plays, danceor classical music performances at least occasionally.

121



HIGHEST GRADE COMPLETED BY RESPONDENT'S FATHER1985 Respondents

Grade LevelAttendOpera

BASES 69

NonAttendOpera859

......

NonAttend

Arts1444=2=


The father of a Opera Attendee is more likely to have completedat least some college than the fathers of other arts attendees.All arts attendees are much more likely than Non Attendees tohave a father who achieved the same amount of education.

122


IN THE ARTS

HIGHEST GRADE COMPLETED BY RESPONDENT'S MOTHER1985 Respondents

AttendNon

AttendNon

AttendGrade Level Opera Opera Arts

BASES 69 859 1444


The mother of an arts attendee is significantly more likely tohave completed at least some college than the mother of a NonAttendee.


ARTS PARTICIPATION

SURVEY OF PUBLIC PARTICIPATION 04/t l PAGE 106IN THE ARTS

PERFORMED IN THE ARTS DURING THE LAST TWELVE MONTHSOpera Attendees

Type of PublicPerformance

% WhoPerfd11,111

BASE

Instrumental Perf

Classical Music Perf

Jazz Performance

Acting/Singing/Dancing

Non Musical Roles


Opera

Ballet

7

I4

2

376

376

376

I

3

0

0

11

a

376

376

376

376

376

Few Opera Attendees participate in any type of publicperformance. Those who participate in an instrumentalperformance are more likely to perform classical music thanjazz. Of those who participate by acting, singing or dancing,about half do so in plays, musical plays or operettas.

125



NON PERFORMANCE ARTS PARTICIPATIONOpera Attendees

Activity

Didlast12 =is

BASE

Visit a Museum

Visit a Historic Site

Read/Listen to Poetry.

Visit Arts/Crafts Fair

Arts Lessons

Crafts Work

Needlework

Backstage/Adm Arts

Backstage/Adm Music

Creative Writing

Photography/Movies

Visual Arts

11111111111111p1=11111111

11111111=r1111

23

Eq.40

22

111111Fill

4

77

77

77

77

77

77

77

77

77

77

77

77

Among arts-related activities other than performing, OperaAttendees most often visit arts and craft fairs, historic sitesor museums or do needlework or similar crafts.

126


LIFESTYLE

127



RECREATIONAL LIFESTYLEOpera Attendees

Attndlast12 mos

Recreational Activity 11,11BASE

Movies

Sports Event


Board/Card flames

Amusement Park

Exercise

Sports Activity

Outdoor Activities

Reading


Collection

Gourmet Cooking

Household Repair

Gardening

$1

I I= 11 III r I I I18

ria

1.111111111MR11111111111111111

57

57

57

57

57

57

57

57

57

57

57

57

57

57

Opera Attendees say they also participate in a wide range ofrecreational activities, chiefly reading, attending movies,playing board/card games and exorcising.

128



HOURS OP TELEVISION WATCHED IN AN AVERAGE DAY1985 Respondents

Average Number of HoursBASES

AttendOpera

56

NonAttendOpera747

NonAttend

Arts1321

None 0 % 6 % 4 %One hour 40 26 17Two hours 34 27 27Three to four hours 14 28 34Five or more hours 10 12 18DK/NA 2 0 0

=1:123:11

Arts attendees, whether of Opera orthey watch, on average, roughly twotelevision per day. The televisionis marginally higher than those who

129

some other discipline sayand one-half hours ofconsumption of Non Attendeesdo attend the arts.


IN THE ARTS

04/01/87 PAGE 111

MUSIC PREFERENCESOpera Attendees


% WhoListenS BASE

Classical/Chamber

Opera

Operetta/Show Tunes

Jazz

Soul/Blues/R&B

Big Band

Country-western

Bluegrass

Rock

Mood/Easy Listening

Folk

Barbershop

Hymns/Gospel

Other

87

1111111111.11MMIIIMII

11M11.11611111.=9

111=1.1111111111111.111

40

44

11.11111111.1..111.1111111111

40

40

11.

57

57

57

57

57

57

57

57

57

57

57

57

57

57

Opera Attendees express a wide range of musical preferences,most frequently citing classical/chamber music, mood/easylistening music, operetta/show tunes and opera as the music theylike to listen to. Barbershop, bluegrass and soul/blues/rhythmand blues are cited least often.

130


IN THE ARTS

04/01/87 PAGE 112

FAVORITE TYPE OF MUSICOpera Attendees

% WhoPrefer11.11

BASE

Classical/Chamber

Opera

Operetta/Show Tunes

Jazz

Soul/Blues/R&B

Big Band

Country-western

Bluegrass

Rock

Mood/Easy Listening

Folk

Barbershop

Hymns/Gospel

Other

0

5

0

9

31

=NMI21

0

0

U5

0

57

57

57

57

57

57

57

57

57

57

57

57

57

57

Opera Attendees generally choose classical/chamber or mood/easylistening music as their favorite.

131


IN THE ARTS

04/01/87 PAGE 113

ARTS PROGRAMMING LISTENED TO ON RADIO IN LAST 12 MONTHSOpera Attendees

Discipline

ListenOnRadio111111


Classical Music

Opera



Average

BASE

MIIIMINI132 1=11

111111=111111111111

1011111WIMI

30

11.1.1141111.0

56

56

56

56

56

Roughly a third or more of Opera Attendees have listened to allof the programming rated on the radio during the past year, rostoften citing classical music, jazz, and opera.

132



ARTS PROGRAMMING WATCHED ON TV IN LAST 12 MONTHSOpera Attendees

We-nhOnTV

DisciplineBASE


Classical Music

Opera



Ballet

Visual Arts

Average 111=111114111M1114

56

56

56

56

56

56

56

About half or more of Opera Attendees say they have watched allkinds of arts programming rated, with the exception of jazz.

133


IN THE ARTS

04/01/87 PAGE 115

ARTS PROGRAMMING LISTENED TO ON RECORDS/TAPES IN LAST 12 MONTHSOpera Attendees

ListenTo Rcd/Tapes

DisciplineBASE

Jazz Prgrm/Performance 111111111111111111

Classical Music

Opera


Average

11=1111111111111=11111

IMIN11111111111=11

11111111111E

11111111MMII11114.

56

56

56

56

Among Opera Attendees, six in ten say they have listened toclassical music and roughly five in ten say they have listenedto jazz or opera on record or tape during the past year.

134

SURVEY OF FUOLIC PARTICIPATION

IN THE ARTS

04/01/87 PAGE 116

ARTS PROGRAMING LISTENED TO ON RADIO IN LAST 12 MONTHSOpera Non Attendees

Discipline

ListenOnRadio

111.111 BASE


Classical Music

Opera



Average

747

747

747

747

747

Roughly a third or more of those who attend arts activitiesother than opera have listened to jazz or classical music on theratio during the past year.

135

SURVEY Of PUBLIC PARTICIPATION

IN THE ARTS

04/01/87 PAGE 117

ARTS PROGRAMMING WATCHED ON TV IN LAST 12 MONTHSOpera Non Attendees

Discipline

WatchOnTV1111111

BASE


Classical Music

Opera



Ba let

Ar..ts

Average

40

1111111111111.1

747

747

747

747

747

747

747

Among those who attend arts activities other than Opera, aboutfour in ten watched a classical music program, non musical playor visual arts program on television during the past year.

136


ARTS PROGRAMMING LISTED TO ON RECORDS/TAPES IN LAST 12 MONTHSOpera Non Attendees

ListenTo RcdTa es

DisciplineBASE

Jazz Prgrm/Performance 11111W11111

Classical Music 119111%11111111

Opera13

Musical Play/Operetta impAverage

25

747

747

747

747

Among those who attend arts activities other than opera, four inten say they have listened to classical music and somewhat fewersay they have listened to jazz on record or tape during the pastyear.

137



NON ARTS ATTENDEES

138



ATirENDANCE

139


IN THE ARTS

04/01/87 PAGE 121

INTEREST IN ATTENDING DISCIPLINES MORE OFTENNon Arts Attendees

% Intin

Discipline Interested in AttendAttending More Often 1111111

BASE

Jazz

Classical Music

Opera


Non-Musical Plays

Ballet

Visual Arts

None of These

13

9

6

Imp

13

20

- 56

1435

1435

1435

1435

1435

1435

1435

1435

Among Non Attendees, roughly two in ten say they would like toattend musical theater or operetta or visual arts events; one inten would like to attend classical music, non-musical plays orballet. Fewer than one in ten express a desire to attend opera.

140


BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCENon Arts Attendees


% WhoCiteBarr

X BASE

Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No One To Go With

Babysitter Problems

Handicapped

0

111111111=111

12

411

11

0

256

256

256

256

256

256

256

141

SURVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE 123IA THE ARTS

BARRIERS TO MORE FREQUENT MUSICAL THEATER/OPERETTA ATTENDANCENon Arts Attendees

% WhoCiteBarr


Age/Health Problem

Too Far To Go


Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

9

R4

1

111

33

256

256

256

256

256

256

256

256

256

Non Attendees who would like to attend musical theater andoperetta most frequently cite the cost of tickets, lack of timeand distance as the chief barriers to attendance.

142


BARRIERS TO KORE FREQUENT OPERA ATTENDANCENon Arts Attendees


% WhoCiteBarr

BASE

Tickets Sold Out

Cost

Not Available

Feel Uncomfortable

No Oae To Go With

Babysitter Problems

Handicapped

0

11111111111111411.11.11111

5

a4

W0

51

51

51

51

51

51

51

143


IN THE ARTS

04/01/87 PAGE 125

BARRIERS TO MORE FREQUENT OPERA ATTENDANCENon Arts Attendees


% WhoCiteBarrS BASE

Age/Health Problem

Too Far To Go

Transp/Traffic/Purking

Fear of Crime

Poor Quality

Prefer to Watch TV

Don't Have Time

Procrastination

Other

16

1115

0

0

27

6

11

51

5i

51

51

51

51

51

51

51

Non Attendees who would like to attend the opera most frequentlycite the cost of tickets, lack of time and distance as the chiefbarriers to attendance.

144


IN THE ARTS

04/01/87 PAGE 126

'SURVEY OF rtu3LIC PARTICIPATION

IN THE ARTS

04/01/87 PAGE 127

HISTORY OF LESSONS IN THE ARTSNon Arts Attendees

% EverTookLesson


Visual Arts

Acting or Theater

Ballet

Creative Writing

Craft-Art


Music Appreciation

111===r=

4

10

BASE

1444

1444

1444

1444

1444

1444

1444

1444

While significant minorities of Non Attendees took lessons invoice or instrumental music or craft-arts at some point in theirlives, few took classes or lessons in other areas.

14E



PARENTAL INTLUENCENon Arts Attendees


Occa-sion

Often ally__

r. KI4I\JJ

NeverNoAnswer

BASE


Visit Museums

Attend Perf Arts


MOW16 v1r1444

-)-444

1 1444

, . : . .

44 'i444

While a majority of Non Attendees were encouraged to read forpleasure at least occasionally, only about two in ten say thattheir parents or other adults in the household listened toclassical music or opera, took them to visit art museums orgalleries or to plays, dance or classical music performances atleast occasionally.

147

SURVEY OF PUBLIC PARTICIPATIc0

IN THE ARTS

04/01/87 PAGE 129

ARTS PARTICIPATION

SURVEY Gf PUBLIC PARTICIPATION

IM THE ARTS04/01/87 PAGE 130

NON VIRIFORNANCE ARTS PARTICIPATIONNon Arts Attendees

Didlast12 mos

WPM BASE

Visit a Museum

Visit a Historic Site

Read/Listen to Poetry

Visit Arts/Crafts Fair

Arts Lessons

Crafts Work

Needlework

Backstage/Adm Arts

Backstage/Adm Music

Creative Writing

Photography/Movies

Visual Arts

1436

1436

1436

1436

1436

1436

1436

1436

1436

1436

1436

1436

Among arts-related activities other than performing, few NonAttendees participate. Those who do most frequently cite visitsto arts and crafts fairs, historic sites or doing needlework orsimilar crafts.

149

SURVEY OF PUSLIC PARTICIPATION

IN THE ARTS"!01/87 PAGE 131

LIPESTYLE

150


IN THE ARTS

04/01/87 PAGE 132

RECREATIONAL LIFESTYLENon Arts Attendees

Recreational Activity

Attndlast12 mos11!lIl

BASE

Movies

Sports Event


Board/Card Games

Amusement Park

Exercise

Sports Activity

Outdoor Activities

Reading


Collection

Gourmet Cooking

Household Repair

Gardening

19

11

79

51

311.1.11,1-

48

1453

1453

1453

1453

1453

1453

1453

1453

1453

1453

1453

1453

1453

1453

Non Attendees say they participate in a wide range ofrecreational activities, chiefly attending movies, reading andattending sports events.

151

SURVEY CP' PUBLIC PARTICIPATION


MUSIC PREFERENCESNon Arts Attendees


% WhoListen

BASE

Classical/Chamber

Opera

Operetta/Show Tunes

Jazz

Soul/Blues/R&B

Big Band

Country-western

Bluegrass

Rock

Mood/Easy Listening

Folk

Barbershop

Hymns/Gospel

Other

56

34

1111111.1"1111111111.4

18

13

39

1298

1298

1298

1298

1298

1298

1298

1298

1298

1298

1298

1298

1298

1298

Non Attendees most frequently say they like to listen to countryand western music, followed by mood/easy listening andhymns/gospel music.

SURVEY Of PUBLIC PARTICIPATION

IN THE ARTS

04/01/87 PAGE 134

FAVORITE TYPE OF MUSICNon Arts Attendees

% WhoPreferx BASE

Classical/Chamber

Opera

Operetta/Show Tunes

Jazz

Soul/Blues/R&B

Big Band

Country-western

Bluegrass

Rock

Mood/Easy Listening

Folk

Barbershop

Hymns/Gospel

Other

a4

1

1

a6

a6

25

1

16

11

1

0

10

3

988

988

988

988

988

988

988

988

988

988

988

988

988

988

Non Attendees show no overwhelming preference in the choice oftheir favorite kind of music, although they are more likely toprefer country and western, rock, mood/easy listening orhymns/gospel music.

153


IN THE ARTS

ARTS PROGRAMMING LISTENED TO ON THE RADIO IN LAST TWELVE MONTHSNon Arts Attendees

ListenOnRadi6

DisciplineBASE


Classical Music

Opera



Average

9

1

1321

1321

1321

1321

1321

Non Attendees rarely listen to arts programming on the radio.Only one in ten cites listening jazz or classical music duringthe past year.

154

1.


IN THE ARTS

ARTS PROGRAMMING WATCHED ON TELEVISION IN THE LAST TWELVE MONTHSNon Arts Attendees

Discipline

WatchOnTV

1.11111 BASE


Classical Music

Opera



Ballet

Visual Arts

Average

9

a6

9

9

10

16

1321

1321

1321

1321

1321

1321

1321

Few Non Attendees watched any type of arts programming ontelevision during the past year.

155


IN THE ARTS

04/01/87 PAGE 137

ARTS PROGRANKING LISTENED TO ON RECORDS/TAPES IN THE LAST 12 MOSNon Arts Attendees

ListenTo RcdTa es

DisciplineBASE

ilIIIMMIM.111.11


Classical Music

Opera


Average

9

I2

2

U5

1321

1321

1321

1321

Few Non Attendees listened to any of the kinds of music rated.


IN THE ARTS

DEItOGRAPHIC8

157

'SURVEY OF PUSLIC PARTICIPATION 04/01/87 PAGE 139IN THE ARTS

GENDER1985 Respondents

Attend Non Non NonMusic Attend Attend Attend AttendThtr Opera MT/0 Opera Arts

BASES 2394 376 2893 4902 8387==.

Male 41 % 43 % 49 :t 46 % 48 %Female 59 57 51 54 52

Musical Theater and Operetta Attendees are slightly more likelyto be men than attendees of other arts activities. OperaAttendees are slightly more likely to be women than theattendees of other arts activities. Both Musical Theater andOperetta as well as Opera Attendees are slightly more likely tobe women than those who do not attend the arts.

158

WRVEY OF PUBLIC PARTICIPATION 04/01/87 PAGE 140

IN THE ARTS

AGE1985 Respondents

AttendMusicThtr

BASES 2394

AttendOpera

376

NonAttendMT/02893

NonAttendOpera4902

NonAttend

Arts8387

11===1711C

18-24 15 % 11 % 18 % 17 % 16 %25-34 23 19 29 27 2235-44 22 25 19 20 1745-54 16 18 13 14 1355-64 14 14 10 11 1465-74 8 10 7 7 1175 or Older 3 3 4 3 7

Musical Theater and Operetta Attendees are somewhat younger thanNon Attendees, with a larger proportion 35-54 years old andsmaller proportion older. Opera Attendees are somewhat olderthan Non Attendees, with a smaller proportion under 35 and alarger proportion 35-54.

159

SURVEY en PUBLIC PARTICIPATION 04/01/87 PAGE 141

IN THE ARTS

RACE1985 Respondents

Attend Non Non NonMusic Attend Attend Attend AttendThtr Opera MT/0 Opera Arts

BASES 2394

White 93Black 5Other 1

376 2893 4502 838rsem=% 91 % 89 % 91 % 85 %

6 9 8 133 2 2 2

The racial composition of arts attendees favors whites ascompared to the racial composition of Non Attendees.

160

.


IN THE ARTS

OCCUPATION1985 Respondents

AttendMusicThtr

BASES 2394

AttendOpera4447

NonAttendMT/02893

NonAttendOpera4902

-1MICCI=

NonAttend

Arts8387

Professional 19 % 27 % 18 % 17 % 6 %Managerial 14 17 11 12 5Sales/Clerical 25 20 24 23 17Craftsman 4 4 8 6 10Operative 4 2 7 5 11Laborer 1 1 3 2 4Service Worker 7 5 10 8 11Farmer 1 1 1 1 3Armed Forces 0 1 1 1 0Not Working/Retired 7 8 0 8 14Housewife 13 11 15 14 19Student 3 3 3 2 2

RE-PERCENTAGED TO SHOW THOSE WITH A RESPONSE.

2=====XS

Arts Attendees are most likely to hold professional, managerial,sales/clerical jobs or to work as a housewife. Non Attendeesare most likely to work in a range of jobs although they areless likely to describe them as professional or managerial.

161


IN THE ARTS

MARITAL STATUS1985 Respondents

Attend Non Non NonMusic Attend Attend Attend AttendThtr Opera MT/0 ;Opera Arts

BASES 23940. 4447 2893 4902/ZIMNIENN=

8387=a= N=CCIIM==

Married 62 % 59 % 59 % 61 % 63 %Widowed 5 5 5 5 9Divorced 7 7 8 7 7Separated 2 3 3 3 3Never Married 23 26 26 25 18DK/NA 0 0 0 0 0=

Arts attendees are somewhat more likely to be single/nevermarried and less likely to be widowed than Non Attendees.

SURVEY OF PUPLIC PARTICIPATION


EDUCATION LEVEL2985 Respondents

AttendMusic Attend

NonAttend

NonAttend

NonAttend

Last Grade Completed Thtr Opera MT/0 Opera ArtsBASES 2394 376 2893 4902 8387===== 9=1= 111111912:111===

No High School 2 % 1 % 3 % 3 % 16 %Some High School 5 4 8 7 18High School Grad 26 15 30 30 40Some College 29 23 29 29 17College Grad 20 24 16 17 5Post Grad 19 32 14 15 3No Answer 0 0 0 0 0

Opera Attendees are best educated, with the vast majority havingcompleted some college and a third post graduate studies.Musical Theater Attendees are also well educated; nearly sevenin ten have completed at least some college, as compared to sixin ten of those who attend other arts activities. Few NonAttendees have completed comparable levels of education.

163


IN THE ARTS

04/01/87 PAGE 145

AVERAGE NUMBER OP HOURS WORKED LAST WEEK1985 Respondents

BASES

AttendMusicThtr

2394

AttendOpera376

NonAttendMT/02893

NonAttendOpera4902

NonAttend

Arts8387

MISSII=ZIER ili=e1===Did Not Work Last Week 33 % 32 % 35 % 34 % 41 %1-29 Hours 12 10 11 12 830-39 Hours 8 8 8 8 840 Hours 25 24 23 24 2341-49 Hours Per Week 6 6 7 7 650 or More 15 19 14 14 10No Answer 2 2 2 2 4

Arts attendees are more likely to have worked during the pastweek than Non Attendees. Non Attendees are slightly less likelyto have worked a partial week (under 40 hours) or to have worked50 or more hours.

164

--weaboarJ


IN THE ARTS

OCCUPATION1985 Respondents

AttendMusicThtr

BASES 2394

AttendOpera4447

NonAttend

MT/02893

NonAttendOpera4902

NonAttend

Arts8387g===

Professional 19 % 27 % 18 % 17 % 6 %Managerial 14 17 11 12 5Sales/Clerical 25 20 24 23 17Craftsman 4 4 8 6 10Operative 4 2 7 5 11Laborer 1 1 3 2 4Service Worker 7 5 10 8 11Farmer 1 1 1 1 3Armed Forces 0 1 1 1 0Not Working/Retired 7 8 0 8 14Housewife 13 11 15 14 19Student 3 3 3 2 2

RE-PERCENTAGED TO SHOW THOSE WITH A RESPONSE.

Arts Attendees are most likely to hold professional, managerial,sales/clerical jobs or to work as & housewife. Non Attendeesare most likely to work in a rang.s of jobs although they areless likely to describe them as professional or managerial.

165


IN THE ARTS

04/01/87 PAGE 147

FAMILY INCOME1985 Respondents

AttendMusicThtr

BASES 2394

AttendOpera376

NonAttendMT/02893

NonAttendOpera4902

NonAttendArts8387

Less than $3,600 3 % 5 % 4 % 3 % 4 %3-4,999 1 2 4 2 5$5-5,999 1 2 2 1 3$6-7,499 2 1 4 2 5$7,500-9,999 2 2 6 4 6$10-11,999 3 2 5 3 6$12-14,999 6 5 10 6 10$15-19,999 8 6 16 10 13$20-24,999 8 10 17 10 11$25-49,999 37 30 0 35 24$50,000 or More 19 26 20 15 4No Answer 9 9 12 9 10

Musical Theater and Operetta Attendees as well as OperaAttendees are much more likely than other arts attendees to havefamily income of $25,000 or greater. Those who attend artsother than musical theater are le-ss likely than Non Attendees tohave such an income.

166

Documents

DOCUMENT RESUME - ERIC RESUME ED 289 760 SO 018 352 ... other than a grade school or high ... classical music, opera, musicals, plays, ballet or art museums)