ARTS AUDIENCESOUTLINE

*Theatre Forum Benchmarking 2012

AUDIENCES FOR THE ARTS IN IRELAND

Focus on audiences lacking in arts organisations

Visual art, literature, traditional arts etc very little information

44% of capacity is occupied in venues and festivals*

If attenders who attend once a year could be persuaded to attend twice, an additional 22 million euro in revenue would be generated*

ARTS AUDIENCES Partnership between

Temple Bar Cultural Trust The Arts Council

Funded by The Arts Council Project funding secured from DAHG, Failte

Ireland etc. Reports to Policy and Strategy Committee

of The Arts Council

WORKSTRAND 1 Enable arts organisations to reach and

engage with audiences Training Programmes in marketing and

audience development Development work

TARGET : To improve frequency of attendance rates by 20% by 2013

Audience Development Programme – Venues and Festivals

Audience Development Programme

May – December 2012 and 2013 Advanced Diploma in Management

Practice – University of Ulster Audience Development Plan for each

organisation to be produced

Touring Marketing Training – twice yearly

Partnership

Award winning mentoring programme

New Media Marketing – Google adwords workshop

Online tools

WORK STRAND 2 Help The Arts Council to build an

audience focus into its work processes and programmes

Research and analysis work

Work with and train Arts Council staff

Research examples

Visual arts research

Visual arts seminars

WORK STRAND 3

Build a robust audience information base

Lack of coherent, robust information on audiences for the arts

Target Group Index report annually

57% of the adult population, or approximately 2 million people, are arts attenders, unchanged from 2010

1.5 million people (44% of the adult population) attend once a year or more often Arts attendance is holding steady year on year, despite the economic circumstances. 2 million adults report that they attend at the arts, unchanged from the 09/10 survey results. Some artforms are showing an improvement in attendance on the previous year Attendance at plays is up from 1.3 million people who reported they were playgoers in 09/10 to

1.4 million in 10/11, an increase of almost 8% Attendance at art galleries and exhibitions is also up from 903,000 in 09/10 to 1,004,000 in

10/11 an increase of more than 11%. Arts attendance in the TGI survey is defined as attendance at: any performance in a theatre

(which could For comparison, 1.8 million people reported that they attend music gigs in stadiums and

arenas, or other music gigs. Evidence suggests that tickets bought for arts venues and festivals in 2010 were worth €45.7 million. (Theatre Forum Benchmarking Report 2010)

Work strand 4 Facilitate organisations to drive

attendance and participation

Three studies Ticketting Loyalty scheme Online promotion

Loyalty scheme completed

Upcoming projects

Marketplace for Touring

Copywriting seminars

Pre-application workshops

Audience trends TGI 11/12

Arts attendance is holding more or less steady

Attendance at plays and art galleries was up last year; has fallen back again

Audience trends 11/12

Dublin Rest Of Leinster (Excl Dublin)

Munster Connaught / Ulster0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Attendance by art form across the regions% of regular attenders to each art form, each region,

Social media use by region

2012 2011 2012 2011 2012 2011 2012 2011Dublin Rest of Leinster Munster Connaught / Ulster

0%

10%

20%

30%

40%

50%

60%

70%

TwitterFacebook

Direct mail response – arts attenders

Dublin

Rest of Leinster

Munster

Connaught/Ulster

All Irish adults

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Responded once or twice Responded 3 or more times

Theatre Forum benchmarking 2011

No evidence that booking patterns are later

No evidence that lower prices increase attendance

Dublin arts attenders more frequent online purchasers

Dublin Rest of Leinster Munster Connaught/Ulster All Irish adults0%

5%

10%

15%

20%

25%

30%

Online purchasing

About once a month About once a fortnight About once a week