Durham Arts Council
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copyright © 1998-2007
Durham Arts Council, Inc.
120 Morris Street
Durham, NC 27701
919.560.ARTS









Come face-to-face with the arts in Durham.

A Practical Guide to Audience Development

TODAY'S ARTS MARKET:
THE BIG PICTURE

By Louise Stevens, ArtsMarket, Inc.


You can download this entire section in pdf format by clicking here. You will need Adobe Acrobat Reader (a free download) to view the document. Click here to download the Reader.

Highlights 15 major trends in arts audiences' behavior and resistance to arts activities.

  1. Generational Changes and a Dichotomous Market
  2. Population Mobility
  3. Frequency Decrease
  4. Consumerism, not Boosterism
  5. Overwhelming Choice, Reduced Urgency
  6. Price Sensitivity Like Never Before
  7. Outsiders Versus Insiders: Do You Want to be Known as an Arts Patron?
  8. Kid Friendly, or Else
  9. Service, Service, Service
  10. Friendly, or Else. Train Your Museum Guards at Disney University, not Pinkerton
  11. Packaging the Arts: A Weekend Away, Versus Local Participation
  12. Blurred Lines: Entertainment and Arts
  13. Image Matters
  14. Substituting Attending with Making Art
  15. Diversity and Culturally Specific Arts

Responding to the Trends


Links to Related Information
About
How this initiative might be useful to your arts organization...
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The Big Picture
The major factors that are driving consumer behavior in the arts...
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Fundamental Strategies
How to respond to present trends...
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Case Studies
How the six participating organizations changed their habits...
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ArtsMarket Report
Detailed findings of the research itself...
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Customer Service
A diagnostic tool for evaluating customer service...
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Newsletters
Information and progress reports sent during the project...
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African American / Hispanic Markets
Patterns of participation, barriers to attendance and communications preferences...
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Links
Connections to national organizations and resources...
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Funders
This project was funded by...
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