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In partnership with:
Turning Data Into ActionGreater Boston Theatre Board Convening
9/19/15
#artsdata
Founded in 1975, ArtsBoston helps build and sustain
demand for Greater Boston’s live arts experiences.
We serve 170+ performing and visual arts
organizations
Boston Children’s Chorus
What Is ArtsBoston
Champion to Help Develop Audiences
Resource For Affordable Access
Connector/Creative Partner
Research-Driven Organization
Award-Winning Nonprofit Arts Service Organization
With the data that makes a powerful case for the return
on investment in the arts, ArtsBoston'sThe Arts Factor Report was one
of Boston’s 20 best new big ideas in 2014.
The Boston Globe Magazine
20 of Boston’s Best New Big IdeasJanuary 11, 2015
For our work helping arts organizations grow their audiences and make deeper connections to their communities through the Audience Initiative and The Arts
Factor Report.
The 2015 Commonwealth Awards: Massachusetts’ Highest Honors in
Arts, Humanities, & SciencesThe Boston Globe
Game ChangersJune 2014
Celebrating the people and things making MA a national leader in
innovation including ArtsBoston’sAudience Initiative for teaching other US nonprofits the art of data mining.
The ArtsBoston Audience Initiative
Greater Boston’s resource for actionable data about arts audiences.
56Participating
Organizations
1.5 MilUnique
Households
ArtsBoston Audience Initiative Today
• Understand Audiences– Geography, Demographics, Behavior
• Engage Existing Audiences– Holistic view of patrons, Upgrade, Segment,
Personalize
• Find New Audiences– Prospect Finding, List Trading, Cross-promote
• New: Research/Advocacy/Storytelling
How It Can Be Used
Understanding Audiences: Behavior
76%
24%
14% - 2 Organizations
5% - 3 Organizations
2% - 4 Organizations
3% - 5+ Organizations
Behavior: Multi-Buyers
76% - 1 Organization
Existing But
New To You
Behavior: First-Time Buyers
47%
31%
22%
Returned To Your Org
First Time To YourOrg
Bought First TicketEVER
More than ½ of
your audience
attended for the
first time.
Existing But
New To You
Behavior: First-Time Buyers
4 out of 5 first-time buyers don’t come back to your organizations within 12 months
Philadelphia 2014 Patron Loyalty Study
• 17 Organizations
• 7 Years of data
• 51% of patrons new each year
• 70% did not return to ANY organization within the next 12 months
Behavior: First-Time Buyers
Revenue Concentration
62%
Revenue Concentration
12%
Revenue Concentration
62%
Behavior Conclusions
• Prospecting (broadening) is strong
• Retention is weak
• Focus on community-wide retention
• We need new tools and new strategies
Understanding Audiences: Demographics
Income
Age
Race/Ethnicity
Why Should We Care?
Race/Ethnicity
*NEA SPPA - Plays
44% POC
Median Age By Race
*US CensusProf. Manuel Pastor
*US CensusProf. Manuel Pastor
Race/Ethnicity
How that looks in Boston
Arts Participation
Household Income
Race
Participation and Transportation
Arts Venues – From ArtsBoston.org Calendar
Population Density
Conclusions
• Diversification is critical
• …but retention of first-time buyers is weak
• Retention strategies need to be developed or else
diversification work won’t be sustained
• Focus on community-wide retention
• We need new tools and new strategies
What is ArtsBoston doing?
Who else’s patrons
attend our performances?
30% of Boston Baroque
patrons have attended A.R.T.
70% are HOT PROSPECTS
Where else
do our
patrons
attend?
Behavior: Crossover
Existing Audience
ArtsBoston Audience Initiative
1.5 Million Unique Households
Barr-Klarman Pilot Project
Existing Audience
Potential Audience
Existing Audience characteristics are matched
to the potential audience
Demographic Data
Consumer Data
Voter Data
List Filtering / Selection
New modeled potential audience introduced to our organization
• Innovative approach to adaptive challenges
• Action learning initiative
• Custom data analysis to drive discovery and insights within a cohort
• Safe space for shared learning and developing experiments
• Creating a culture of collaboration around community-wide challenges
• Interested?
ArtsBoston Audience Lab
What are the opportunities for your organization?
Questions?
Thank You
John Beck
Deputy Director
ArtsBoston
@johnwbeck