developing the arts fan: what performing arts can learn from sports
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Graduate Thesis, May 2010TRANSCRIPT
Rebecca A. Johnson
BY REBECCA A. JOHNSON
Developing the Arts Fan: What Performing Arts Can Learn from Sports
May 27, 2010
Rebecca A. Johnson
Roman ColiseumCarolina Panthers’
Stadium
May 27, 2010
Comparing Venues
Rebecca A. Johnson
Roman ColiseumCarolina Panthers’
Stadium
May 27, 2010
Comparing Venues
Rebecca A. Johnson
Other Similarities
May 27, 2010
History
Organizational Structure Similar staff positions and functions Board of Directors vs. Owners
Season Structures Audition, practice, perform, repeat
Rebecca A. Johnson
The Game versus the Performance
May 27, 2010
Football Audience can eat, talk, cheer, move around Usually brightly-lit arena
Theatre Many times the audience cannot eat, talk, or move
around In the dark *This has evolved over time
Rebecca A. Johnson
Audiences as Active Participants
May 27, 2010
By now, audience is used to the general environment of a dark, quiet space for performances Also, if we turned the lights on, the stage lights
wouldn’t be as brightEngaging patrons in behind-the-scenes
aspects Perhaps a Shakespeare workshop with the actors, to
teach them iambic pentameter Idea is for patrons to gain an appreciation for what
they are seeing in front of them
Rebecca A. Johnson
Intermission
May 27, 2010
Football Halftime – 20 minutes Filled with other forms of entertainment – bands,
dancers, games
Theatre Intermission – 10-15 minutes Audiences walk away and disengage from the event
Rebecca A. Johnson
Filling the Space
May 27, 2010
By letting the audience walk away for 10-15 minutes, they are able to shut down, making it harder for them to come back
Some possible space-fillers Giving a “sneak peak” of an upcoming performance
Chance for design staff or actors to interact with audience
Discussion with Artistic Director about Act I A game with trivia about the organization
Winner receives a prize with organization’s brand
Rebecca A. Johnson
Season Structures
May 27, 2010
Football 20 games in six months, plus a few with playoffs One game is one production, with only one chance to
see it live
Theatre 6-8 productions in a season Upwards of 30 performances of each production
Rebecca A. Johnson
Supply and Demand
May 27, 2010
Do we provide audiences with too many opportunities to see one production?
Performance costs vs. attendance If 3000 people buy tickets for a production with 30
performances, that is an average of 100 people at each production
If those 3000 people only have 15 performances to choose from, there is now an average of 200 people at each production
That could be the difference between breaking even each night and making a profit
Rebecca A. Johnson
Athlete and the Actor
May 27, 2010
Professional football player 3 years out of high school 2 week tryout before draft Must be approved to participate in draft
Professional actor Could have a degree or training Could attend a casting call and be selected 90 second (average) audition + callback
Rebecca A. Johnson
Changing the Perception
May 27, 2010
What we currently do Promoting the unlikely “discovery” stories
What we should do Promote the hardworking, trained actors
Avenues to do this Intermission, when the audience gets a sneak peak –
could meet a new actor and hear their storyReason for doing this
If audiences recognize acting as being a talent and skill, they will gain more respect for the art form
Rebecca A. Johnson
Accountability and Forgiveness
May 27, 2010
Football Halftime interviews with the coach Acknowledge good and bad moments
Theatre Escape from reality Everything is supposed to be perfect
Rebecca A. Johnson
Regaining Forgiveness
May 27, 2010
Preview performances There are people who love seeing the show while it is
still rough around the edges
If we want to produce perfection, do we also need to know when to say a production is not ready yet Can producing an unfinished piece, while marketing it
as finished, be giving audiences the wrong impression?
Rebecca A. Johnson
Access to Information
May 27, 2010
Football (and sports) ESPN
Available in basic cable and satellite packages Examine the good and bad stories Preview upcoming events, with discussions
Theatre (arts) Ovation
Must have the most complex cable or satellite package Documentary-based No real commentary on current happenings
Rebecca A. Johnson
Ease of Information
May 27, 2010
Discussion If it isn’t talked about, does it exist?
Ovation Model after ESPN More of a news network that also airs productions Opportunity for performing arts organizations to join
together and support the industry
Rebecca A. Johnson
Purpose
May 27, 2010
Why does someone want to go to a football game?
Or a theatrical production?
Football People can become fans at any point; many during
collegeTheatre
Young audiences lead to adult audiences Difficult to get a 30-something to a play for the first
time
Rebecca A. Johnson
Young Audiences
May 27, 2010
Kids need to become important in this industry Young audiences are more open-minded Open-mindedness leads to trying more things Which leads to higher level of acceptance
More than one initiative A 5-year old has different interests and dislikes than a
teenager Needs to be more than one production each year for
young audiences You’ll only attract a portion of youth
Rebecca A. Johnson
Fan or Spectator?
May 27, 2010
Sports fans follow teamsSpectators come to one event and leave
Are not invested in team or organizationArts organizations promote productions or
events – thus creating spectators Need to be promoting the organization Branding Additionally, we should want to make that branding
easily available – t-shirts, coffee mugs, pens, etc.
Rebecca A. Johnson
Audience Development Manager
May 27, 2010
Not a marketing position
Liaison between fans and theatre company
Represent the audience member’s perspective If the fans’ opinions are ignored, there is no need for
them to be fans
Rebecca A. Johnson
Developing Arts Fans
May 27, 2010
Start from the inside Those who work in the performing arts industry Creation of partnership among organizations – “free
tickets to our productions in exchange for free tickets to yours”
If people become fans of the organization: More faithful ticket-buyers More forgiving of the organization More attentive to the happenings of the organization Will promote the organization
Rebecca A. Johnson
What Do We Want?
May 27, 2010
Important questions for arts administrators:
Do we want fans or spectators?
Will fans take over our mission?
Can we find a balance between taking artistic risks and pleasing a fan base?
Rebecca A. Johnson
For more information, please contact Rebecca Johnson
For more information, please contact Rebecca Johnson at [email protected]
May 27, 2010