Audience Architects Findings:Overview and Summary  Ju ly 9, 2014 

BUILDING NEW AUDIENCES

FOR DANCE IN CHICAGO

 STAGE ONE: DEEPENED ACCESS AND

UNDERSTANDING OF CURRENT PATRONS

 Research conducted by

With support from the Arts Work Fund for Organizational Development, Audience Architects retained CBWhite to develop the survey and conduct the research. The online survey mechanism was sent in January 2014 to the AARCH email l ist and 26 other participating dance organizations in the Chicago area.

Survey questions addressed: Demographics Cultural consumption (e.g., other memberships and attendance) Other consumption of goods and services that could be relevant to

marketing, sponsorship, promotion, etc. Motivations Psychographics

The survey tracked responses from almost 1,400 dance patrons

BACKGROUND

Respondents in this sample attend dance. This is consistent with objectives and sampling method.

Of interest, is the fact that almost two-thirds of the sample is composed of “Consumers” (people who are not and have not been professionally involved in dance) versus “Professionals” (people who are/were professionally involved in dance).

Consumers off er a growth market across genres, particularly for companies that are a “New style” for consumers.

HIGHLIGHTS

Respondents were:

Largely female, white, and without children living in the household.

Older, with nearly half falling between the ages of 45 and 64. Highly educated, with nearly 90% having at least a bachelor’s

degree. High income. Of those who reported income, two-thirds earn

$60,000 or more and nearly half earn an income of $150,000 or more.

Almost 90% of respondents live in Chicagoland with more than half living in the City of Chicago.

Top Zip codes/neighborhoods included: Andersonville, Lakeview, Wicker Park/BuckTown and Gold Coast

HIGHLIGHTS

Factors that most influence the decision to attend a particular performance include: reputation of company or dancers ticket price desire to support a local company good seats convenient location

Consumers are even more likely to be motivated to attend by practical considerations such as good seats, convenience, and having someone to attend with.

ATTENDANCE FACTORS

When asked about motivations to see more dance, many respondents selected price-related motivations from the lists we off ered.

However, other motivational opportunities were uncovered, including: having more information at the works Sampling (video or short live “opening acts”)

Implication: Convenience factors rank very high.

Solution: Have a link to parking info and info on public transportation on all your communications.

MOTIVATIONS TO SEE MORE DANCE

MOTIVATIONS TO SEE MORE DANCE

There is a great opportunity to introduce new styles, as 84% are interested in seeing a new style.

NEW DANCE STYLES

Ballroom/Social and Hip Hop have the highest degree of opportunity for cross over interest from other forms.

There’s also crossover opportunity among for Aerial/Circus, Multidisciplinary, Tap/Rhythm, and Jazz.

Detailed information in the report examines how audiences of one type show interest in others.

Implication: Look at specific cross-selling opportunities by style. Organizations should examine specific results in the report to see which types of other audiences are interested in, but have never attended, their form. 

SEEING NEW STYLES

Look at the Data for crossovers based on your genre: Examples: Tap/Ballet and Jazz/Musical Theater

SEEING NEW STYLES

Look at the Data for crossovers based on your genre: Examples: Ballet/Indian Dance and Musical Theater/African and Spanish Dance

SEEING NEW STYLES: TRADITIONAL/INDIGENOUS/REGION

AL FORMS

Top interests related by Consumers included: Books and literature Travel Gardening Watching sports

Professionals were more likely to report involvement in: Natural/healthy food Yoga/Mind body exercise Wine/beer Neighborhood festivals

OTHER INTERESTS

Almost 25% frequently consult SeeChicagoDance.com (Yay!)

SOURCES OF INFORMATION

SOCIAL MEDIA

Responses indicate heavy use of YouTube and Facebook, and reasonably high usage in ways that are relevant. However, this drops dramatically when we look only at Consumers.

Look at demographics & descriptors of dance attenders, particularly the Consumers: Select methods/vehicles that align with reaching them.

Do everything possible to address the practicalities of the experience, making the location feel convenient. Including information about parking, transit, nearby dining, etc., can influence decisions to attend.

Consumers/new ticket buyers are not likely to be already following you on Facebook. That’s where the Professionals are. Align your communication strategy with your goals.

CONSIDERATIONS FOR THE FIELD

Consider Return on Investment (ROI): While the Tribune, for example, ranked very high as a source for info, it also has a much larger circulation than other sources. It’s also more expensive, and tastes tend to be more traditional. Balance cost with your target.

Align ad buys with consumers interests. Example: Consumers are also interested in literature/books, gardening, travel. Consider exposure opportunities that align with these markets.

Video has power. Especially for Modern/Contemporary. Post your videos on SCD.com! (and invest in the best quality video possible.)

Track everything you do so you have the power of data about your consumers.

CONSIDERATIONS FOR THE FIELD

Reputation/Knowledge: AARCH is working to secure grants that will enhanced reputation of the field through expanded advocacy work and increased marketing exposure for ALL via SeeChicagoDance.com

Trying new styles: AARCH is researching how to offer a “variety pack” something like a subscription but requires the patron to select a variety of styles to obtain a discount.

Can Audience Architects help address the “having someone to attend with” issue with a program that helps people meet fellow fans? (a Dance “Social Club”)

CONSIDERATIONS FOR AUDIENCE ARCHITECTS

Convening on Marketing Directors/Other interested members this Fall to discuss options, ideas

Workshop(s) during Dance Month 2015 that will address some of the strategies to increase targeted marketing eff orts

Next phase of research: Similar questions of complimentary/other cultural consumer groups? (theater, book clubs, etc.) A much more diffi cult range of people to reach, but worth consideration.

Other suggestions welcome!

NEXT STEPS

Read the complete report at: www.audiencearchitects.com

LEARN MORE

All iance Dance Company Audience Architects Auditorium Theatre of Roosevelt

University Cerqua Rivera Dance Theatre Chicago Dance Crash Chicago Human Rhythm Project Chicago Tap Theatre Clinard Dance Theatre The Dance Center of Columbia

College Chicago The Dance COLEctive Ensemble Espanol Spanish

Dance Theater Hedwig Dances Hubbard Street Dance Chicago

The Joff rey Ballet Jump Rhythm Jazz Project Leopold Group Links Hall Lucky Plush Productions Mordine & Company Dance

Theater Museum of Contemporary Art

Chicago Natya Dance Theatre Perceptual Motion, Inc. RE|Dance Group River North Dance Chicago The Space Movement Project Thodos Dance Chicago Winifred Haun & Dancers

SPECIAL THANKS: PARTICIPATING ORGANIZATIONS

Special Thanks to the Arts Work Fund For Organizational Development for supporting this research

SPECIAL THANKS