Durham Arts Council

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.

10. Friendly, or Else. Train Your Museum Guards at Disney University, not Pinkerton

The arts aren't widely known for their friendliness. Telephone survey respondents and focus group respondents alike speak of their lack of comfort, not knowing what to wear, being afraid their kids will be noisy in a museum. Atmosphere can make or break an arts experience, and can win or lose arts audiences. It is a toss up as to which is more important: a good atmosphere or the right programming.

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About
How this initiative might be useful to your arts organization...

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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