Cultural Lives: Exploring Audiences for Theatre & Dance - - PowerPoint PPT Presentation
Cultural Lives: Exploring Audiences for Theatre & Dance February 2019 Why are we here? Help generate Give you Spark new ideas insights conversations that will help into audiences and foster you do things for theatre and
February 2019
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Give you
into audiences for theatre and dance events
Spark conversations and foster collaborations
Help generate
that will help you do things differently
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with open discussion
hope to get you out before 1pm
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Understand residents’ PARTICIPATION in arts and culture Understand what people ATTENDED in arts and culture Understand the interaction of participation and attendance
residents participate in?
residents attend or visit?
What is the size of the market for theatre and dance among Belfast residents?
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...attended a play or drama?
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...attended a play or drama?
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...attended a dance performance?
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...attended a dance performance?
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Of all of the cultural activities listed in our survey, plays/drama and dance were in the top 5
20% 20% 24% 33% 36% 51%
0% 10% 20% 30% 40% 50% 60%
Folk, traditional or world music Dance Musical Play or drama Rock, pop or country music Big outdoor event, carnival etc
In the past 12 months, have you attended any of the following anywhere in NI?
108,085 adults
went to watch a play or drama that year
15 *Based on NISRA’s 2017 mid-year population estimates
This means that of the
aged 16+ living in Belfast*
65,506 adults
went to watch dance that year
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Attended Participated Difference Dance 20% of residents (1 in every 5) 19% of residents (1 in every 5) 1% Plays/Drama 33% of residents (1 in every 3) 5% of residents (1 in every 20) 28%
TINY GAP BIG GAP
Is that the same people watching and doing?
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Over half (56%) of those who participated in dance, didn’t go to watch a dance performance. Is this a potential audience? 40% of those who participate in drama – don’t go to watch plays.
Participated in Dance Attended Dance Attended Plays/Drama Participated in Plays/Drama
Who are the demographics
There is a large audience for theatre and dance right on our doorstep. You might be thinking, where are these people? What are their interests? What activities do they engage in? It’s a big nut to crack – but what we CAN do is start to understand it piece by piece.
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Where they generally live in Belfast Who they are more likely to be in terms of demographics What arts and cultural activities they like to engage in
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18% 19% 22% 25% 16% 22% 20% 22% 22% 15%
0% 10% 20% 30% 16-24 25-34 35-49 50-64 65+ Attenders at Plays/Drama Dance Attenders
22 33% 33% 30% 30% 30% 29% 28% 26% 25% 24% 0% 5% 10% 15% 20% 25% 30% 35% Outdoor attender Film attender Belfast Residents Theatre attender Heritage attender Dance attender Music attender Literature attender Comedy attender Visual art/craft attender
Children in the household
Could this/should this be higher?
Theatre and Dance attenders have a disability
Approximately
Approximately
Belfast residents have a disability
This is an issue for every type
Best ratio: Heritage 1 in 14 Poorest ratio: Comedy and Film jointly at 1 in 22 Dance attenders have a disability
Approximately
Age
Theatre skews slightly
younger than the population generally.
Families
Having children isn’t stopping people from attending theatre or dance.
Disability
This is an issue across the board for all artforms.
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Gender? Community? Location?
36% 39% 43% 44% 45% 45% 45% 46% 51%
64% 61% 57% 56% 55% 55% 55% 54% 49%
0% 10% 20% 30% 40% 50% 60% 70%
Literature attender Dance attender Theatre attender Visual art/craft attender Outdoor attender Heritage attender Music attender Film attender Comedy attender
MALE FEMALE
What are men most likely to be attending?
What are working class/non- working residents most likely to be attending?
49% 52% 63% 70% 51% 48% 37% 30% 0% 20% 40% 60% 80% 100% Population Attendance generally Dance Theatre Middle class and above Skilled working class and below
What are Protestant communities most likely to be attending?
43% 56% 39% 40% 28% 23% 23% 22% 29% 21% 37% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Play Drama Dance Attended Anything Population
Dance 23% of South 23% of North 21% of West 13% of east Theatre 42% of South Belfast residents 33% of East 31% of North 23% of West
40% to 50% 30% to 40% 20% to 30% Less than 20%
Theatre’s popularity varies more across the city. Dance attendance is particularly weak in East Belfast.
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More women than men More popular amongst middle class and above, less likely to be Protestant Theatre most popular in South Belfast, Dance least popular in East Belfast
How do you share audiences?
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67% 55% 54% 51% 48% 35% 34% 32% 31% 31% 29% 28% 28% 22% 21% 20% 18% 13% 11% 71% 60% 52% 49% 47% 51% 34% 35% 29% 35% 29% 30% 30% 24% 32% 20% 26% 14% 12%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Plays/drama also go to … Dance also go to …
As we would expect, the things people are more interested in generally are the ones which are most likely to be of interest to those attending theatre and dance events.
70%
Going from live screenings:
Had also seen a play or drama that year Hadn't seen one
Going to live screenings:
see a live performance screening Live Performance screening audiences are also a big part of the Play/Drama market.
Wider Research
Ireland – about all artforms.
Belfast research…
Who Was Surveyed?
The ROI research focused
(1000 people), while ours was Belfast-based (2,200 people).
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1% 4% 5% 9% 9% 10% 10% 10% 13% 15% 17% 17% 20% 28% 30% 46% 54%
0% 10% 20% 30% 40% 50% 60%
Other Connected with work/studies Happened to be passing by Boost my wellbeing Learn something new To be inspired Have new experiences/discover new artists Just to do something different Accompanying children Helps me feel part of a community Invited to go by someone else Recommended by a friend or relative A relative or friend was involved in the event To see a specific show or event To see a specific performer, artist or company To spend time with friends/family To have fun/enjoy myself
What were your reasons for going? (any arts event – ROI)
Spiritual
Escapism Contemplation Stimulate Creativity
Emotional
Aesthetic Pleasure Awe and Wonder Personal Relevance Nostalgia Moving Sense of Cultural Identity
Intellectual
Work/Study Interest Hobby Learning for Kids Self-Improvement
Social
To see, to do Entertainment Comfort, security, warmth Access Welcome
Television: 44% Word of mouth: 35% Radio: 44% Online: 70% Newspapers: 35%
Opportunities
audiences, dance participants)
it’s enjoyable. Less likely to be interested in specifics of actor/director etc.
Different for every organisation, but some ideas…
product could over-perform.
instead?
Glasgow.
education to take part or understand.
to do.
men.
already enjoyed and had expertise in.
rugby.
standard show.
No cultural venues.
projects.
visual artists.
variety of local residents.
300,000 people in NI are d/Deaf or have hearing loss.
screening.
repeated to develop audiences long-term.
amount of families (around 30%).
are looking for things to do together…
they go?
Audience Research
We can advise and give tips, or run research for
groups, or help you use the data you’ve got from ticketing or previous surveys.
Audience Appointments
Free one-hour appointments to talk about any aspect of audience development.
Visitor Experience
‘Mystery Shops’ and evaluation of your
clear and practical tips
Communications
Free advice (audience appointments) but more sustained paid support available too.
hello@wewillthrive.co.uk
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