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By Rebecca A. Johnson<br />Developing the Arts Fan: What Performing Arts Can Learn from Sports<br />May 27, 2010<br />Rebe...
Roman Coliseum<br />Carolina Panthers’ Stadium<br />May 27, 2010<br />Rebecca A. Johnson<br />Comparing Venues<br />
Roman Coliseum<br />Carolina Panthers’ Stadium<br />May 27, 2010<br />Rebecca A. Johnson<br />Comparing Venues<br />
Other Similarities<br />May 27, 2010<br />Rebecca A. Johnson<br />History<br />Organizational Structure<br />Similar staff...
 The Game versus the Performance<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />Audience can eat, talk, chee...
Audiences as Active Participants<br />May 27, 2010<br />Rebecca A. Johnson<br />By now, audience is used to the general en...
Intermission<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />Halftime – 20 minutes<br />Filled with other for...
Filling the Space<br />May 27, 2010<br />Rebecca A. Johnson<br />By letting the audience walk away for 10-15 minutes, they...
Season Structures<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />20 games in six months, plus a few with pla...
Supply and Demand<br />May 27, 2010<br />Rebecca A. Johnson<br />Do we provide audiences with too many opportunities to se...
Athlete and the Actor<br />May 27, 2010<br />Rebecca A. Johnson<br />Professional football player<br />3 years out of high...
Changing the Perception<br />May 27, 2010<br />Rebecca A. Johnson<br />What we currently do<br />Promoting the unlikely “d...
Accountability and Forgiveness<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />Halftime interviews with the c...
Regaining Forgiveness<br />May 27, 2010<br />Rebecca A. Johnson<br />Preview performances<br />There are people who love s...
Access to Information<br />May 27, 2010<br />Rebecca A. Johnson<br />Football (and sports)<br />ESPN<br />Available in bas...
Ease of Information<br />May 27, 2010<br />Rebecca A. Johnson<br />Discussion<br />If it isn’t talked about, does it exist...
Purpose<br />May 27, 2010<br />Rebecca A. Johnson<br />Why does someone want to go to a football game?<br />Or a theatrica...
Young Audiences<br />May 27, 2010<br />Rebecca A. Johnson<br />Kids need to become important in this industry<br />Young a...
Fan or Spectator?<br />May 27, 2010<br />Rebecca A. Johnson<br />Sports fans follow teams<br />Spectators come to one even...
Audience Development Manager<br />May 27, 2010<br />Rebecca A. Johnson<br />Not a marketing position<br />Liaison between ...
Developing Arts Fans<br />May 27, 2010<br />Rebecca A. Johnson<br />Start from the inside<br />Those who work in the perfo...
What Do We Want?<br />May 27, 2010<br />Rebecca A. Johnson<br />Important questions for arts administrators:<br />Do we wa...
For more information, please contact Rebecca Johnson at rajohnson2@hotmail.com<br />For more information, please contact <...
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Developing the Arts Fan: What Performing Arts Can Learn from Sports

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Graduate Thesis, May 2010

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

  1. 1. By Rebecca A. Johnson<br />Developing the Arts Fan: What Performing Arts Can Learn from Sports<br />May 27, 2010<br />Rebecca A. Johnson<br />
  2. 2. Roman Coliseum<br />Carolina Panthers’ Stadium<br />May 27, 2010<br />Rebecca A. Johnson<br />Comparing Venues<br />
  3. 3. Roman Coliseum<br />Carolina Panthers’ Stadium<br />May 27, 2010<br />Rebecca A. Johnson<br />Comparing Venues<br />
  4. 4. Other Similarities<br />May 27, 2010<br />Rebecca A. Johnson<br />History<br />Organizational Structure<br />Similar staff positions and functions<br />Board of Directors vs. Owners<br />Season Structures<br />Audition, practice, perform, repeat<br />
  5. 5. The Game versus the Performance<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />Audience can eat, talk, cheer, move around<br />Usually brightly-lit arena<br />Theatre<br />Many times the audience cannot eat, talk, or move around<br />In the dark<br />*This has evolved over time<br />
  6. 6. Audiences as Active Participants<br />May 27, 2010<br />Rebecca A. Johnson<br />By now, audience is used to the general environment of a dark, quiet space for performances<br />Also, if we turned the lights on, the stage lights wouldn’t be as bright<br />Engaging patrons in behind-the-scenes aspects<br />Perhaps a Shakespeare workshop with the actors, to teach them iambic pentameter<br />Idea is for patrons to gain an appreciation for what they are seeing in front of them<br />
  7. 7. Intermission<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />Halftime – 20 minutes<br />Filled with other forms of entertainment – bands, dancers, games<br />Theatre<br />Intermission – 10-15 minutes<br />Audiences walk away and disengage from the event<br />
  8. 8. Filling the Space<br />May 27, 2010<br />Rebecca A. Johnson<br />By letting the audience walk away for 10-15 minutes, they are able to shut down, making it harder for them to come back<br />Some possible space-fillers<br />Giving a “sneak peak” of an upcoming performance<br />Chance for design staff or actors to interact with audience<br />Discussion with Artistic Director about Act I<br />A game with trivia about the organization<br />Winner receives a prize with organization’s brand<br />
  9. 9. Season Structures<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />20 games in six months, plus a few with playoffs<br />One game is one production, with only one chance to see it live<br />Theatre<br />6-8 productions in a season<br />Upwards of 30 performances of each production<br />
  10. 10. Supply and Demand<br />May 27, 2010<br />Rebecca A. Johnson<br />Do we provide audiences with too many opportunities to see one production?<br />Performance costs vs. attendance<br />If 3000 people buy tickets for a production with 30 performances, that is an average of 100 people at each production<br />If those 3000 people only have 15 performances to choose from, there is now an average of 200 people at each production<br />That could be the difference between breaking even each night and making a profit<br />
  11. 11. Athlete and the Actor<br />May 27, 2010<br />Rebecca A. Johnson<br />Professional football player<br />3 years out of high school<br />2 week tryout before draft<br />Must be approved to participate in draft<br />Professional actor<br />Could have a degree or training<br />Could attend a casting call and be selected<br />90 second (average) audition + callback<br />
  12. 12. Changing the Perception<br />May 27, 2010<br />Rebecca A. Johnson<br />What we currently do<br />Promoting the unlikely “discovery” stories<br />What we should do<br />Promote the hardworking, trained actors<br />Avenues to do this<br />Intermission, when the audience gets a sneak peak – could meet a new actor and hear their story<br />Reason for doing this<br />If audiences recognize acting as being a talent and skill, they will gain more respect for the art form<br />
  13. 13. Accountability and Forgiveness<br />May 27, 2010<br />Rebecca A. Johnson<br />Football<br />Halftime interviews with the coach<br />Acknowledge good and bad moments<br />Theatre<br />Escape from reality<br />Everything is supposed to be perfect<br />
  14. 14. Regaining Forgiveness<br />May 27, 2010<br />Rebecca A. Johnson<br />Preview performances<br />There are people who love seeing the show while it is still rough around the edges<br />If we want to produce perfection, do we also need to know when to say a production is not ready yet<br />Can producing an unfinished piece, while marketing it as finished, be giving audiences the wrong impression?<br />
  15. 15. Access to Information<br />May 27, 2010<br />Rebecca A. Johnson<br />Football (and sports)<br />ESPN<br />Available in basic cable and satellite packages<br />Examine the good and bad stories<br />Preview upcoming events, with discussions<br />Theatre (arts)<br />Ovation<br />Must have the most complex cable or satellite package<br />Documentary-based<br />No real commentary on current happenings<br />
  16. 16. Ease of Information<br />May 27, 2010<br />Rebecca A. Johnson<br />Discussion<br />If it isn’t talked about, does it exist?<br />Ovation<br />Model after ESPN<br />More of a news network that also airs productions<br />Opportunity for performing arts organizations to join together and support the industry<br />
  17. 17. Purpose<br />May 27, 2010<br />Rebecca A. Johnson<br />Why does someone want to go to a football game?<br />Or a theatrical production?<br />Football<br />People can become fans at any point; many during college<br />Theatre<br />Young audiences lead to adult audiences<br />Difficult to get a 30-something to a play for the first time<br />
  18. 18. Young Audiences<br />May 27, 2010<br />Rebecca A. Johnson<br />Kids need to become important in this industry<br />Young audiences are more open-minded<br />Open-mindedness leads to trying more things<br />Which leads to higher level of acceptance<br />More than one initiative<br />A 5-year old has different interests and dislikes than a teenager<br />Needs to be more than one production each year for young audiences<br />You’ll only attract a portion of youth<br />
  19. 19. Fan or Spectator?<br />May 27, 2010<br />Rebecca A. Johnson<br />Sports fans follow teams<br />Spectators come to one event and leave<br />Are not invested in team or organization<br />Arts organizations promote productions or events – thus creating spectators<br />Need to be promoting the organization<br />Branding<br />Additionally, we should want to make that branding easily available – t-shirts, coffee mugs, pens, etc.<br />
  20. 20. Audience Development Manager<br />May 27, 2010<br />Rebecca A. Johnson<br />Not a marketing position<br />Liaison between fans and theatre company<br />Represent the audience member’s perspective<br />If the fans’ opinions are ignored, there is no need for them to be fans<br />
  21. 21. Developing Arts Fans<br />May 27, 2010<br />Rebecca A. Johnson<br />Start from the inside<br />Those who work in the performing arts industry<br />Creation of partnership among organizations – “free tickets to our productions in exchange for free tickets to yours”<br />If people become fans of the organization:<br />More faithful ticket-buyers<br />More forgiving of the organization<br />More attentive to the happenings of the organization<br />Will promote the organization<br />
  22. 22. What Do We Want?<br />May 27, 2010<br />Rebecca A. Johnson<br />Important questions for arts administrators:<br />Do we want fans or spectators?<br />Will fans take over our mission?<br />Can we find a balance between taking artistic risks and pleasing a fan base?<br />
  23. 23. For more information, please contact Rebecca Johnson at rajohnson2@hotmail.com<br />For more information, please contact <br />Rebecca Johnson at rajohnson2@hotmail.com<br />May 27, 2010<br />Rebecca A. Johnson<br />
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