Tacoma Art Museum

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Tacoma Art Museum

• Collin Long
• Joanna Mathews
• Tammy Nguyen

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General Purpose

• To understand who regular attendees are
• To understand why regular attendees come to Night
  Tacoma Danced
• To understand what regular attendees want and how
  Night Tacoma Danced can be improved

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Timeline

• September 29-Industry Report Complete
• October 25 Survey Approved
• October 27- Survey Mailed to Attendees
• First-Mid-November- Begin Data Collection
• Mid-End-November Data Analysis
• November 17 Data Input to SPSS
• December 1 Written Report Completed
• December 8 - Client Presentation

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Not-For-Profit and Museum Industry Trends

• Improving health, expected to continue
• Subsidies not enough to sustain
• Quality board members
• Association of Art Museum Directors study
• Using current trends to increase awareness and
  revenues
• Educational
• Local artists/galleries
• Innovative exhibit designs

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Method

• Research Design
• Perception, awareness, and opinions
• Both non-regular attendees and regular attendees
• October 27th survey mailed out
• 2-for-1 admission, and random drawing to win a
  one hundred dollar gift certificate

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Method Cont.

• Sample Design
• Mailed out 267 surveys from TAM database
• Nov. 8th cut off date
• Data Gathering/Analysis
• Use SPSS software
• Code for each survey, reduce margin of error
• Run frequency test, chi-square test, and cross
  tabulation to reach objectives

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Who are the regular attendees of Night Tacoma
Danced?

• 69 Female vs. 31 Male
• Average age 53
• 95 Caucasian
• 66 had annual household income over 80,000
• 22 live in 98407 (Ruston)
• 63 are members of Tacoma Art Museum

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Why Do Regular Attendees Come to Night Tacoma
Danced?

• Likeliness to attend in 2007
• Service
• Catering
• Program Structure
• Duration of the Program

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Likeliness to attend vs. Service

• Examined likeliness to attend with past
  experience
• .05 significance level
• 90 answered
• 24 attend, excellent
• 40 not attend, excellent

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What Regular Attendees Want

• Analyze elements from the past
• Find relationships between those elements and
  likeliness to attend in 2007

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Elements with No Relationship

• Décor/Theme
• Food
• Art Sale
• Ticket Price
• Valet Parking
• Bar
• Invitations
• Dance
• Entertainment

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Location

• Significant relationship between location and
  likeliness to attend in 2007
• Adamant that event NOT be at Tacoma Art Museum

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Influential Groups

• Analyze how different groups will affect
  decisions to attend in 2007
• Friends, Celebrities, Political Leaders, Business
  Leaders, Big Name Band
• No relationships
• Possible answers
• People consider themselves members of some groups
• Politics causes controversy
• Danceable band

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Phone Survey Results

• Called 100 non-regular attendees
• 20 successful responses
• Relationships Analyzed
• TAM members vs. Fundraising event
• TAM members vs. Black tie / Gala

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Phone Survey Analysis
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Phone Survey Analysis Cont.
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Limitations

• Nonresponse
• Self-selection Bias
• Budget Constraints
• Time Constraints
• Respondent Confusion
• Questions
• Format

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Recommendations

• Change the location of the event, not at the
  Tacoma Art Museum
• Catering needs to be continually improved to meet
  the expectations of attendees
• Try to diversify attendees of event
• Update databases emphasize their maintenance

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Questions?