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Developing the Arts Fan: What Performing Arts Can Learn from Sports
 

Developing the Arts Fan: What Performing Arts Can Learn from Sports

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Graduate Thesis, May 2010

Graduate Thesis, May 2010

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    Developing the Arts Fan: What Performing Arts Can Learn from Sports Developing the Arts Fan: What Performing Arts Can Learn from Sports Presentation Transcript

    • By Rebecca A. Johnson
      Developing the Arts Fan: What Performing Arts Can Learn from Sports
      May 27, 2010
      Rebecca A. Johnson
    • Roman Coliseum
      Carolina Panthers’ Stadium
      May 27, 2010
      Rebecca A. Johnson
      Comparing Venues
    • Roman Coliseum
      Carolina Panthers’ Stadium
      May 27, 2010
      Rebecca A. Johnson
      Comparing Venues
    • Other Similarities
      May 27, 2010
      Rebecca A. Johnson
      History
      Organizational Structure
      Similar staff positions and functions
      Board of Directors vs. Owners
      Season Structures
      Audition, practice, perform, repeat
    • The Game versus the Performance
      May 27, 2010
      Rebecca A. Johnson
      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
    • Audiences as Active Participants
      May 27, 2010
      Rebecca A. Johnson
      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 bright
      Engaging 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
    • Intermission
      May 27, 2010
      Rebecca A. Johnson
      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
    • Filling the Space
      May 27, 2010
      Rebecca A. Johnson
      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
    • Season Structures
      May 27, 2010
      Rebecca A. Johnson
      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
    • Supply and Demand
      May 27, 2010
      Rebecca A. Johnson
      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
    • Athlete and the Actor
      May 27, 2010
      Rebecca A. Johnson
      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
    • Changing the Perception
      May 27, 2010
      Rebecca A. Johnson
      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 story
      Reason for doing this
      If audiences recognize acting as being a talent and skill, they will gain more respect for the art form
    • Accountability and Forgiveness
      May 27, 2010
      Rebecca A. Johnson
      Football
      Halftime interviews with the coach
      Acknowledge good and bad moments
      Theatre
      Escape from reality
      Everything is supposed to be perfect
    • Regaining Forgiveness
      May 27, 2010
      Rebecca A. Johnson
      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?
    • Access to Information
      May 27, 2010
      Rebecca A. Johnson
      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
    • Ease of Information
      May 27, 2010
      Rebecca A. Johnson
      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
    • Purpose
      May 27, 2010
      Rebecca A. Johnson
      Why does someone want to go to a football game?
      Or a theatrical production?
      Football
      People can become fans at any point; many during college
      Theatre
      Young audiences lead to adult audiences
      Difficult to get a 30-something to a play for the first time
    • Young Audiences
      May 27, 2010
      Rebecca A. Johnson
      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
    • Fan or Spectator?
      May 27, 2010
      Rebecca A. Johnson
      Sports fans follow teams
      Spectators come to one event and leave
      Are not invested in team or organization
      Arts 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.
    • Audience Development Manager
      May 27, 2010
      Rebecca A. Johnson
      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
    • Developing Arts Fans
      May 27, 2010
      Rebecca A. Johnson
      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
    • What Do We Want?
      May 27, 2010
      Rebecca A. Johnson
      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?
    • For more information, please contact Rebecca Johnson at rajohnson2@hotmail.com
      For more information, please contact
      Rebecca Johnson at rajohnson2@hotmail.com
      May 27, 2010
      Rebecca A. Johnson