The Curated Arts Experience - Cultural Executives Committee

THE CURATED ARTS EXPERIENCE

CECI DADISMAN // DIRECTOR OF MARKETING & PR // PALM BEACH OPERA

THE USE OF TECHNOLOGY BEFORE, DURING, OR AFTER AN EVENT THAT ENGAGES THE

PARTICIPANT OR ENRICHES THE EXPERIENCE.


FIRST, SOME DATA ABOUT DIGITAL


Not Enough Budget

71%

Measuring ROI

62%

The biggest obstacle

for digital marketing success?

Source: Capacity Interac1ve // Performing Arts Digital Marke1ng Benchmark Survey


94%

8%

Have Google Analytics Installed

Using it to its potential


Ballet 60%

Presenter 49% Modern

Dance 48%

Theater 43%

Opera 39%

Orchestra 27% Arts orgs

sell an average of

46% of their tickets online

PaLM BEACH OPERA SELLS

46% OF TICKETS

ONLINE

Phone 50%

Online 45%

In Person 5%

More than half of American adults ages 65 or older use the internet.

Of those people, 70% use the internet daily.

Source: Pew Research Center’s Internet & American Life Project

75% of internet users

age 50 and over make

purchases online.

66% of them

research larger purchases

online.

Source: eMarketer

CONSUMER BEHAVIOR IS CHANGING. #FACT


CASE STUDY: LYRIC OPERA OF CHICAGO

Source: Chicago Sun Times

TICKET SALES ARE UP 15% J

MAINSTAGE OPERA TICKET

SALES ARE DOWN L

? !


“…of the 36,100 attendees for “Oklahoma!,” more than 18,000 were seeing a Lyric Opera performance

for the first time. “This was the largest number of individual tickets Lyric has ever sold for a single

production,” Freud said. Nine thousand other first-timers attended other Lyric Unlimited events.”

Source: Chicago Sun Times

CASE STUDY: NEW WORLD SYMPHONY

Source: New World Symphony/Mellon Foundation

OF SEASON IS Alternative

performances 10% PRODUCED

NEW AUDIENCE MEMBERS OVERALL

31%

BEFORE & AFTER


THE LOBBY EXPERIENCE


WHERE DO PEOPLE GET THEIR

INFORMATION ABOUT A SHOW?


Lobby 30%

Program Book 60%

Other 10%

Source: WolfBrown 2013

GIANT INTERACTIVE SCREENS

WOOLLY MAMMOTH THEATRE COMPANY

FEEDBACK CAN BE HIGH OR LOW TECH

DURING THE EVENT


SURVEYS ARE STILL IMPORTANT

TWEET SEATS!

WALLACE GRANT FINDINGS SEATTLE OPERA

When patrons are aware of them, these kinds of technology-based features may contribute toward an enjoyable simulcast experience,

high levels of interest in future attendance, and feelings of connection to Seattle Opera. But it is not the technology itself

driving this impact—it’s the learning and context that they provide. The end is more important than the means.

CECI DADISMAN

Director of Marketing & PR Palm Beach Opera

@cecidadisman

[email protected]

LET’S CONNECT