ARTS AUDIENCESOUTLINE
*Theatre Forum Benchmarking 2012
AUDIENCES FOR THE ARTS IN IRELAND
Focus on audiences lacking in arts organisations
Visual art, literature, traditional arts etc very little information
44% of capacity is occupied in venues and festivals*
If attenders who attend once a year could be persuaded to attend twice, an additional 22 million euro in revenue would be generated*
ARTS AUDIENCES Partnership between
Temple Bar Cultural Trust The Arts Council
Funded by The Arts Council Project funding secured from DAHG, Failte
Ireland etc. Reports to Policy and Strategy Committee
of The Arts Council
WORKSTRAND 1 Enable arts organisations to reach and
engage with audiences Training Programmes in marketing and
audience development Development work
TARGET : To improve frequency of attendance rates by 20% by 2013
Audience Development Programme – Venues and Festivals
Audience Development Programme
May – December 2012 and 2013 Advanced Diploma in Management
Practice – University of Ulster Audience Development Plan for each
organisation to be produced
Touring Marketing Training – twice yearly
Partnership
Award winning mentoring programme
New Media Marketing – Google adwords workshop
Online tools
WORK STRAND 2 Help The Arts Council to build an
audience focus into its work processes and programmes
Research and analysis work
Work with and train Arts Council staff
Research examples
Visual arts research
Visual arts seminars
WORK STRAND 3
Build a robust audience information base
Lack of coherent, robust information on audiences for the arts
Target Group Index report annually
57% of the adult population, or approximately 2 million people, are arts attenders, unchanged from 2010
1.5 million people (44% of the adult population) attend once a year or more often Arts attendance is holding steady year on year, despite the economic circumstances. 2 million adults report that they attend at the arts, unchanged from the 09/10 survey results. Some artforms are showing an improvement in attendance on the previous year Attendance at plays is up from 1.3 million people who reported they were playgoers in 09/10 to
1.4 million in 10/11, an increase of almost 8% Attendance at art galleries and exhibitions is also up from 903,000 in 09/10 to 1,004,000 in
10/11 an increase of more than 11%. Arts attendance in the TGI survey is defined as attendance at: any performance in a theatre
(which could For comparison, 1.8 million people reported that they attend music gigs in stadiums and
arenas, or other music gigs. Evidence suggests that tickets bought for arts venues and festivals in 2010 were worth €45.7 million. (Theatre Forum Benchmarking Report 2010)
Work strand 4 Facilitate organisations to drive
attendance and participation
Three studies Ticketting Loyalty scheme Online promotion
Loyalty scheme completed
Upcoming projects
Marketplace for Touring
Copywriting seminars
Pre-application workshops
Audience trends TGI 11/12
Arts attendance is holding more or less steady
Attendance at plays and art galleries was up last year; has fallen back again
Audience trends 11/12
Dublin Rest Of Leinster (Excl Dublin)
Munster Connaught / Ulster0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Attendance by art form across the regions% of regular attenders to each art form, each region,
Social media use by region
2012 2011 2012 2011 2012 2011 2012 2011Dublin Rest of Leinster Munster Connaught / Ulster
0%
10%
20%
30%
40%
50%
60%
70%
TwitterFacebook
Direct mail response – arts attenders
Dublin
Rest of Leinster
Munster
Connaught/Ulster
All Irish adults
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Responded once or twice Responded 3 or more times
Theatre Forum benchmarking 2011
No evidence that booking patterns are later
No evidence that lower prices increase attendance
Dublin arts attenders more frequent online purchasers
Dublin Rest of Leinster Munster Connaught/Ulster All Irish adults0%
5%
10%
15%
20%
25%
30%
Online purchasing
About once a month About once a fortnight About once a week