GIS in arts administration and fundraising: Philadelphia’s Wilma Theater used geographic analysis of patrons to characterize the nature of Wilma stronghold communities and identify similar communities where patronage of The Wilma Theater was lower than might be expected. This research helped to guide marketing campaigns, solicit new sponsorships, and reach new audiences.

1. Mapping The Wilma Theater
Robert Cheetham

2. About the Wilma
The Wilma Theater is cutting edge,
many patrons describe our work
as independent film on stage.
Our subscribers are well educated
and enjoy thought provoking
theater.
The Wilma competes with several
theaters in the Philadelphia region
for subscribers, donors, and single
ticket buyers.

3. The Wilma’s Goal
Characterize the socio-demographic
makeup of our existing supporter
base in the Philadelphia region.
Map the geographic distribution of
our existing supporter base.
Identify areas across the region
that share our supporter
demographic but where we have
fewer subscriber than expected
based on the common demographic.

4. Subscribers Single Tickets
Donors The Wilma
Analysis

5. Extract databases of existing
supporters: Subscribers, donors,
and single ticket buyers

6. Extract databases of existing
supporters: Subscribers, donors,
and single ticket buyers
Geocoding databases of existing
supporters, determine analysis
extent

7. Extract databases of existing
supporters: Subscribers, donors,
and single ticket buyers
Geocoding databases of existing
supporters, determine analysis
extent
Create census tract level
aggregations of supporters in
Metropolitan Philadelphia

8. Extract databases of existing
supporters: Subscribers, donors,
and single ticket buyers
Geocoding databases of existing
supporters, determine analysis
extent
Create census tract level
aggregations of supporters in
Metropolitan Philadelphia
Create density maps of subscribers,
donors, and single ticket buyers

9. Subscribers

15. Subscribers
Donors

21. Subscribers Single Tickets
Donors

29. Subscribers Single Tickets
Donors The Wilma
Analysis

30. 1
Location of Wilma
supporters in Metro
Philadelphia

31. 1 2
Location of Wilma Census tracts with
supporters in Metro + demographic data on
Philadelphia small areas
Per Capita Income
Household Income
Number of Gay/ Lesbian Couples
% College Educated or Higher
Average Family Size
People Per Square Mile
Median Age
Average Household Size

32. 1 2 3
Location of Wilma Census tracts with Each supporter is
supporters in Metro + demographic data on = ‘stamped’ with
demographic qualities
Philadelphia small areas
based on its census
Per Capita Income
tract
Household Income
Number of Gay/ Lesbian Couples
% College Educated or Higher
Average Family Size
People Per Square Mile
Median Age
Average Household Size
2

33. 1 2 3
Location of Wilma Census tracts with Each supporter is
supporters in Metro + demographic data on = ‘stamped’ with
demographic qualities
Philadelphia small areas
based on its census
Per Capita Income
tract
Household Income
Number of Gay/ Lesbian Couples
% College Educated or Higher
Average Family Size
People Per Square Mile
Median Age
Average Household Size
2

34. 1 2 3
Location of Wilma Census tracts with Each supporter is
supporters in Metro + demographic data on = ‘stamped’ with
Philadelphia small areas demographic qualities
based on its census
Per Capita Income
tract
Household Income
Number of Gay/ Lesbian Couples
Summarize these valuesEducated develop the
% College to or Higher
Average Family Size
‘average’ Wilma Patron’s neighborhood
People Per Square Mile
Median Age
Average Household Size
2

35. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia
Metro
Per Capita Income $23,923
Household Income $51,045
Number of Gay/ Lesbian Couples 9
% College Educated or Higher 18%
Average Family Size 3.14
People Per Square Mile 6,698
Median Age 37.01
Average Household Size 2.59

36. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia
Metro
Per Capita Income $23,923
Household Income $51,045
Number of Gay/ Lesbian Couples 9
% College Educated or Higher 18%
Average Family Size 3.14
People Per Square Mile 6,698
Median Age 37.01
Average Household Size 2.59

37. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia Wilma
Metro Subscribers
Per Capita Income $23,923 $37,009
Household Income $51,045 $62,518
Number of Gay/ Lesbian Couples 9 27
% College Educated or Higher 18% 38%
Average Family Size 3.14 2.89
People Per Square Mile 6,698 12,521
Median Age 37.01 38.97
Average Household Size 2.59 2.26

38. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia Wilma Wilma
Metro Subscribers Donors
Per Capita Income $23,923 $37,009 $37,961
Household Income $51,045 $62,518 $64,124
Number of Gay/ Lesbian Couples 9 27 27
% College Educated or Higher 18% 38% 38%
Average Family Size 3.14 2.89 2.89
People Per Square Mile 6,698 12,521 12,078
Median Age 37.01 38.97 38.81
Average Household Size 2.59 2.26 2.27

39. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia Wilma Wilma Wilma Single
Metro Subscribers Donors Ticket Buyers
Per Capita Income $23,923 $37,009 $37,961 $34,326
Household Income $51,045 $62,518 $64,124 $54,475
Number of Gay/ Lesbian Couples 9 27 27 31
% College Educated or Higher 18% 38% 38% 35.8%
Average Family Size 3.14 2.89 2.89 2.87
People Per Square Mile 6,698 12,521 12,078 14,792
Median Age 37.01 38.97 38.81 37.8
Average Household Size 2.59 2.26 2.27 2.21

40. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia Wilma Wilma Wilma Single
Metro Subscribers Donors Ticket Buyers
Per Capita Income $23,923 $37,009 $37,961 $34,326
Household Income $51,045 $62,518 $64,124 $54,475
Number of Gay/ Lesbian Couples 9 27 27 31
% College Educated or Higher 18% 38% 38% 35.8%
Average Family Size 3.14 2.89 2.89 2.87
People Per Square Mile 6,698 12,521 12,078 14,792
Median Age 37.01 38.97 38.81 37.8
Average Household Size 2.59 2.26 2.27 2.21

41. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia Wilma Wilma Wilma Single
Metro Subscribers Donors Ticket Buyers
Household Income $51,045 $62,518 $64,124 $54,475
% College Educated or Higher 18% 38% 38% 35.8%
People Per Square Mile 6,698 12,521 12,078 14,792

42. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia Wilma Wilma Wilma Single
Metro Subscribers Donors Ticket Buyers
Household Income $51,045 $62,518 $64,124 $54,475
% College Educated 18% 38% 38% 35.8%
People Per Sq Mile 6,698 12,521 12,078 14,792

43. Summarize these values to develop the
‘average’ Wilma Patron’s neighborhood
Philadelphia Wilma Wilma Wilma Single
Target Metro Subscribers Donors Ticket Buyers
Demographic
Household Income > $55K $51,045 $62,518 $64,124 $54,475
% College Educated > 35% 18% 38% 38% 35.8%
People Per Sq Mile > 2,000 6,698 12,521 12,078 14,792

44. Philadelphia Wilma Wilma Wilma Single
Target Metro Subscribers Donors Ticket Buyers
Demographic
Household Income > $55K $51,045 $62,518 $64,124 $54,475
% College Educated > 35% 18% 38% 38% 35.8%
People Per Sq Mile > 2,000 6,698 12,521 12,078 14,792

45. All Census Tracts in the
metropolitan
Philadelphia area
Philadelphia Wilma Wilma Wilma Single
Target Metro Subscribers Donors Ticket Buyers
Demographic
Household Income > $55K $51,045 $62,518 $64,124 $54,475
% College Educated > 35% 18% 38% 38% 35.8%
People Per Sq Mile > 2,000 6,698 12,521 12,078 14,792

46. All Census Tracts in the
metropolitan
Philadelphia area
Philadelphia Wilma Wilma Wilma Single
Target Metro Subscribers Donors Ticket Buyers
Remove Areas with
Demographic Median income below
$55,000
Household Income > $55K $51,045 $62,518 $64,124 $54,475
% College Educated > 35% 18% 38% 38% 35.8%
People Per Sq Mile > 2,000 6,698 12,521 12,078 14,792

47. All Census Tracts in the
metropolitan
Philadelphia area
Philadelphia Wilma Wilma Wilma Single
Target Metro Subscribers Donors Ticket Buyers
Remove Areas with
Demographic Median income below
$55,000
Household Income > $55K $51,045 $62,518 $64,124 $54,475
% College Educated > 35% 18% 38% 38% 35.8%
Remove areas with
fewer than 35% of the
population with college
People Per Sq Mile > 2,000 6,698 12,521 12,078 education
14,792

48. All Census Tracts in the
metropolitan
Philadelphia area
Philadelphia Wilma Wilma Wilma Single
Target Metro Subscribers Donors Ticket Buyers
Remove Areas with
Demographic Median income below
$55,000
Household Income > $55K $51,045 $62,518 $64,124 $54,475
% College Educated > 35% 18% 38% 38% 35.8%
Remove areas with
fewer than 35% of the
population with college
People Per Sq Mile > 2,000 6,698 12,521 12,078 education
14,792
Remove areas with
fewer than 2,000 people
per square mile

49. All Census Tracts in the
metropolitan
Philadelphia area
Philadelphia Wilma Wilma Wilma Single
Target Metro Subscribers Donors Ticket Buyers
Remove Areas with
Demographic Median income below
$55,000
Household Income > $55K $51,045 $62,518 $64,124 $54,475
% College Educated > 35% 18% 38% 38% 35.8%
Remove areas with
fewer than 35% of the
population with college
People Per Sq Mile > 2,000 6,698 12,521 12,078 education
14,792
Remove areas with
fewer than 2,000 people
per square mile

50. Using this information to find untapped
markets in the Philadelphia Metro Area
Philadelphia Most
Desired Areas

51. Using this information to find untapped
markets in the Philadelphia Metro Area
Philadelphia Most Density of Current
Desired Areas Supporters
+

52. Using this information to find untapped
markets in the Philadelphia Metro Area
Philadelphia Most Density of Current Untapped
Desired Areas Supporters Communities
+ =

57. Key Findings
Center City Philadelphia is hotspot
of Wilma Theater supporters
Clusters of supports outside
Philadelphia suggest new markets
New markets share a similar
demographic to existing supporters
Mixing this knowledge with
existing and future marketing
efforts holds enormous potential.

58. Actionable Findings
Geographic reallocation of season
brochure mailings
New markets for Playbill, showing
potential advertisers the
geographic clusters of patrons
Database of core supporters,
multiple single ticket buyers.
Renewed commitment to collecting
geographic intelligence about our
patrons

59. Results
2005-06 vs. 2006-07 season
Overall ticket sales +14%
Delaware County: +22%
Montgomery County: +24%
New Jersey: +41% (after -18% in
previous year)
Subscriptions: +4%
Delaware County: -2%
New Jersey: -1%

60. Acknowledgements
Wilma Theater
www.wilmatheater.org

61. Our Pro Bono Program
MANNA
MAPLight.org
Wilma Theater
Harvard AfricaMap
Youth Aid Panel
Social Compact
Megan Heckert
Business Development Manager
Avencia
www.avencia.com
mheckert@avencia.com

62. Feedback and Questions
Robert Cheetham
Avencia
www.avencia.com
cheetham@avencia.com

63. Mapping The Wilma Theater
Robert Cheetham