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Jun 11, 2019

An analysis of Audience Finder box office data for classical music events 2014-2016

Audience Finder is the Arts Council England commissioned audience data and development programme, enabling cultural organisations to grow audiences and revenues by sharing, comparing and applying audience insight. The aggregated dataset provides a unique and hitherto unavailable level of audience analysis and benchmarking across the nation, regions, organisations, artforms and performances.

An Audience Finder classical music cluster was set up in 2013-14 which agreed specific areas of focus. Those it has been possible to address in this report are:

 What are audiences like? Using Audience Spectrum segmentation. o How do tastes differ?

 What are the booking behaviours of classical music audiences?

  •  How frequently do people book?
  •  How much do people pay for their tickets?
  •  How late do audiences book?
  •  What are the trends in party size?

 Are audiences for classical music ageing?


Inspired by the findings of the Audience Growth Initiative, marketing and development directors from nine orchestras undertook a follow-up Patron Growth Initiative with Prescott & Associates to tackle the more complex issue of building sustainable support, factoring in both attendance and donations — thus helping orchestras grow total lifetime value. This presentation outlines the findings and recommendations of the yearlong effort that included data mining (on a database of 545,000 concertgoers and donors), qualitative, and quantitative research. This presentation debuted at the League's 2011 National Conference.


Feb 21, 2019

This new study by Capacity Interactive will give you a multi-purpose snapshot of digital marketing practices in the arts and cultural industry in 2017. For their sixth iteration of the Benchmark Study, Capacity Interactive revamped tehir approach to focus on the most critical metrics and key performance indicators that shed light on the state of digital marketing practices in the arts and cultural field. The study, published in November 2018, creates a multi-purpose snapshot of digital marketing practices that will help organizations understand where they stand amongst their peers and that can be used as a tool to evaluate priorities and resource allocations.


Feb 14, 2019

Bob Harlow, author of Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences, delivered a keynote address at the 2016 conference of Arts Reach, an association of arts professionals. He showed how three arts organizations—the Pacific Northwest Ballet in Seattle, the Clay Studio in Philadelphia and the San Francisco Girls Chorus—used audience research to attract and retain audiences that had previously eluded them.


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