Study results for Developing Next Generation Arts Audiences

The results have been posted for a ground-breaking research initiative undertaken by the Arts Council of Indianapolis. The first study of its kind in the United States, the research focuses on helping area arts organizations better understand the programming, formatting and marketing necessary to attract younger audiences. The study may also help other area businesses learn similar marketing techniques; these same approaches may help central Indiana attract and retain new populations of "creative/technology workers" vital to the region's long-term economy and prosperity.

Key Findings & Recommendations

• Young patrons attend arts and cultural events for reasons beyond the art itself. Specifically, young patrons want experiences that foster learning, connecting, and sensing. Organizations, including the Children's Museum, Red {an orchestra}, and others are profiled within the report to offer detailed examples of how to design programming that meets the demands of the next generation.
• Young patrons do not demand free events. The average price paid to attend arts events is $22.19. The highest price ever paid averaged $79.01. Designing events at this price point is another way to engage younger audiences.
• Email newsletters are among the best and cheapest ways to reach young patrons. Because some arts organizations do not offer free email notifications and/or only offer it to members, we offer specific examples on how to position and execute email and track email subscribers.
• Young patrons spend most of their free time online. Thus, we have made specific recommendations for how arts organizations can better position and promote their website to a tech-savvy generation.
• Arts organizations must develop their capacity to measure and track audience development. Although this was not a core inquiry of the research, it became evident that many arts organizations lack appropriate tools and experience to determine their effectiveness in developing audiences. Many organizations, for example, have no idea what their average patron age is. They may not know how far their patrons drive to see performances, or how many of them respond to online promotions. Capacity-building in this area is recommended.
• There are many things that arts organizations can do to attract younger audiences. This report details a strong sampling of them. As an arts community, there are also numerous ways to build richer collaborations that will appeal to young patrons-all that's required is a willingness to see arts and culture as the next generation does. This report is written with that lens.

Find the full report and suggestions on how you can pull in this demographic here.

Edited by Robyn Kelly, Web Publications Manager: rkelly@iac.in.gov.
The IAC, a public catalyst, partner, and investor in the arts, serves the citizens of Indiana by funding, promoting, and expanding the arts. Funding is provided by the State of Indiana and the National Endowment for the Arts.