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

TODAY'S ARTS MARKET:
THE BIG PICTURE

By Louise Stevens, ArtsMarket, Inc.

9. Service, Service, Service

There is a grouping of barriers to participation that we call the "hassle factors." They range from having to go to a ticket outlet, or only being able to pay cash for tickets, to the frustrations in newly active downtowns where sports arenas and complexes are making for regular evening traffic jams -- where to eat, find parking, not getting lost. Add to that the difficulty parents face in securing childcare for an evening out. Consumers aren't sure they can exchange tickets if their employer sends them out of town at the last minute or a child gets sick.

In sum, the younger generation of arts consumers wants service, and lots of it. They want the level of attention typically reserved for members and subscribers. Some liken themselves to business travelers who pay full fare for their tickets, as compared to the "stay over Saturday night and get cheap rates" travelers: they think they, as the single ticket buyers paying full fare, should get the perks.

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