Developing new audiences in arts and culture

This section houses research relating specifically to audience development. The two main issues covered by this section relate to attracting new audiences, and diversifying an existing audience base.

The research in this section should be seen as a complement to CultureHive and AudienceFinder: two relatively new resources that are rich with best practice guidance and insight.

The summaries in this category are:

The role of the family in shaping adolescent cultural engagement

This research was conducted by Mart Willekens and John Lievens at Ghent University, Belgium

Summary

This paper looked at how household structure and parental behaviour affected the cultural lives of children, specifically engagement in the visual arts, heritage or pop and rock music. While it might seem tempting to assume that …

By | 5 May 2015 |

Engagement with contemporary visual art can improve the lives of older people

This research was conducted by Anna Goulding at Newcastle University, UK

Summary

Over a period of 21 months, 43 participants aged 60-92 visited three contemporary art galleries in the northeast of England. They listened to a talk before taking part in facilitated discussions in which personal responses to the artworks were …

By | 5 May 2015 |

How seasonality and segmentation affect the demand for live theatre

This research was conducted by Jonathan Corning and Armando Levy at the Federal Reserve Bank of Kansas City, USA.

Summary

This study took box office data from three venues used by a theatre company based in southern California, the Pacific Conservatory of the Performing Arts (PCPA), to analyse the preferences of …

By | 11 December 2014 |

Using mega events to increase profile and reach audiences

This research was conducted by Duncan Low and Peter V. Hall at the Simon Fraser University in Vancouver, Canada.

Summary

This paper looks at the benefits of hosting a Cultural Olympiad for different kinds of arts organisations in the host city. It takes Vancouver 2010 as an example and argues that …

By | 11 December 2014 |

Attracting new audiences to contemporary classical music

This research was conducted by Alex Turrini, Michael O'hare and Francesca Borgonovi at Bocconi University, Milan, Italy; University of California, Berkeley, USA and the London School of Economics

Summary

The paper outlines the difficulties associated with the programming of recently composed classical music. The paper highlights a need to better …

By | 11 December 2014 |

Profiling visitors to contemporary art museums

This research was conducted by Laurie Hanquinet at the University of York

Summary

Socio-economic variables (class, education and income etc.) are often seen as the key determinants of attendance at art museums. This article goes beyond this simplistic approach by exploring the ‘cultural profiles’ of museum visitors (a set of cultural …

By | 11 December 2014 |

The viability of a theatre depends on the character of its local population

This research was conducted by Ken Willis, Jen Snowball, Colin Wymer and Jose Grisolia at Newcastle University, UK, Rhodes University, South Africa and Universidad de Las Palmas de Gran Canaria, Spain

Summary

This paper describes the findings of research that built a statistical model to identify what determined the likelihood that …

By | 9 May 2014 |

Increasing young people's attendance at performing arts events

This research was conducted by Andrew J. Martin, Michael Anderson and Ricci-Jane Adams at the University of Sydney and University of Melbourne, Australia

Summary

This paper examined a range of factors that determined whether or not adolescents attended a performing arts event (defined as live dance, music or drama). The study …

By | 6 May 2014 |

Cultivating theatre audiences through online activity

This research as conducted by Alex Turrini, Isabella Soscia and Andrea Maulini at Bocconi University, Italy, SKEMA Business School, France and Piccolo Teatro di Milano, Italy

Summary

This paper looks at the profile of theatregoers who were classified as ‘tech savvy’ by the authors. This segment tended to be younger, more …

By | 26 April 2014 |

A familiar repertoire will attract concert audiences, at least in the short term

This research was conducted by Jeffrey Pompe, Lawrence Tamburri and Johnathan Munn at Francis Marion University, USA

Summary

This paper reports the results of an analysis into the box office data of 47 major symphony orchestras in the US between the years 2001 and 2007. They found that a more standard …

By | 26 April 2014 |