Profiling Pittsburgh Arts Audiences

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Profiling Pittsburgh Arts Audiences
2nd Presentation
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Project Purpose

• Identify demographic and geographic profile of
  current potential arts participants
• Understand the behavior of current arts
  participants
• Show cross-discipline attendance among arts and
  cultural organizations
• Provide recommendations on how to use this
  information

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The Process of PPAA

• Gather Data
• organizations
• arts participants
• census data
• Integrate Data
• Analyze Results
• Report Findings

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Information Flowchart
Participating Organizations
Members, Donors Single Ticket Buyers
Organizational Information
Project Database
1990 Census Data
Demographic Geographic Data
Audience Survey
ANALYSIS RESULTS
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Participating Organizations
Out of 90 solicited, 50 are participating

• Provide organizational data
• budget size
• discipline
• age of organization
• types and number of programs
• Provide arts participants data
• name address
• participation status

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Storing Data Project Database

• Houses both arts participants and organizational
  information
• Allows us to compare, integrate and analyze all
  of this information
• Shows information on household and individuals
• Technical issues encountered

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Understanding Arts Participants
By creating a Audience Telephone Survey

• Primary and potential interests in the arts
• Extent to which they subscribe or donate to the
  arts
• Barriers to attendance
• Primary sources of information about the arts
• Overall entertainment preferences and spending
  patterns
• Initial point of entry into the arts
• Basic demographic information

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Audience Survey Sources

• Audience surveys done by various arts
  organizations in Pittsburgh
• Surveys prepared for NEA research projects on
  arts participation
• Recommendations for surveying arts audiences
  published by NEA
• Polls done by Louis Harris Associates, a
  marketing and research firm
• Previous student projects at the Heinz School
• Heinz School faculty advice and guidance

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Sample Stratification Matrix
1000 Arts Participants randomly selected from the
project database
Arts participant
Non-arts participant
Single discipline
Multi-buyer Cross-over
Performing Only
Visual Only
Performing, Visual and Other
Dance
Music
Theater
Literature
Multi-Arts
Visual Arts
Other Cultural
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Demographic Geographic Data

• Utilizing a Census Data Profile of Pittsburghs
  six county residents
• Displays demographic relationships by geographic
  location down to tract
• Mapping allows us to identify where the hot
  spots of arts audiences are located throughout
  Pittsburgh

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Project Integrated Analysis

• Survey results
• Organizational categories
• Demographic data
• Geographic mapping

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Potential Analysis Results
Examples of questions we can answer

• What is the cross-over attendance between various
  disciplines?
• What are the main barriers to arts participation?
• Do people in the Pittsburgh area tend to remain
  committed to their initial point of entry art
  form?
• Are there other folks like them in our area or
  have we tapped out the market?
• What does the average Pittsburgh arts audience
  look like demographically?
• Does demographic make-up affect discipline
  preferences?
• What are the cross-over differences between
  members and single ticket buyers?

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Final Products

• Summary report including recommendations to all
  participating organizations
• Final presentation of analysis results
• Project web site

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Questions/Suggestions from our Advisory Board