Arts Marketing and Cultural Policy: Orchestra audience development in the U.S. and TaiwanPresentation Transcript
Presenter: Kuo, Yi-Chun, Alice
Outline Topic BackgroundResearch Question/ Topic Research Process The Purpose of Paper Conclusion
If you have $50, you willattend…… A. a concert A. B. B. a live concert C. a movie D. a sport game C. D.
If you have $50, will you attend this concert?
As an audience, I care about…… As an arts manager, I need to think about…… A performance A performance A performerA performer An audience A ticket cost A cost A locationA location Marketing strategies The organization’s mission4Cs ( Lauterborn, 1990, pp.26) 4Ps (Peter F. Drucker, 1967) Product Price Customer needs Cost and wants Promotio Place Convenience Communication n
• Symphony • Types of Audiences Orchestra • Current Audience • Potential Audience Classical Arts Music Audience Complicated Arts Issues Management• Arts Marketing • Audience Cultural Policy Development Arts Education ………
Classical Music • Many Genres Symphony Orchestra Solo of Instruments Chorale Chamber Music Opera • Symphony Orchestra is one of the fundamental genres of classical music. • By analyzing orchestra audiences to inform effective marketing strategies of audience development in classical music genres in general.
Arts AudienceThe frequency of attendances(Roose, 2008,p. 238)• The Inner Circle• The Interested Participants• The Passers-by• The Incidental SpectatorsThree main characteristics of arts audiences(Bernstein, 2007)• Age and Life Cycle: Mature adults, children• Gender: Differences between women and men• Ethnicity: Hispanics, Asian Americans, African
Attracting More Audiences Targeting Communicating audience with audiences groups Making Making Promoting ProvidingObjectives Strategies Performances Arts Education Arts
Extending Audiences Arts Education Cultural Policy Organization Mission Board of Directors Performances; Performers Arts MarketingComplex Issues
Research Question/ Topic Now… In the Middle… Arts MarketingAt the & Orchestra Audience Cultural Policy:Beginning… Development Orchestra Audience in the U.S. and Taiwan Development Orchestra Audience in the U.S. and Development Taiwan in the U.S. versus Taiwan
At Beginning…1. Are strategies of orchestra audience development in the U.S. Orchestra Audience Development in the U.S. vsdifferent than the strategies in Taiwan? Taiwan are the questions2. WhatImply mystandard marketing strategies that orchestrasused in State the rationale order to attract more audiences in the workplaces ingeneral? The “So Want”3. Within the long orchestra history and the importance ofaudience for performances, what are effective strategies toattract more audiences?4. Can we build up a standard and effective marketing system toattract more audiences in general5. Can this marketing system be applied to every country, ratherthan specific areas?
At Beginning…The Importance of the topic Effective Arts Less Marketing Audiences Strategies High Costs of Performances Govt. Grants System Donors Economy Orchestra Audience Developmentin the U.S. vs Taiwan
In the Middle… Definitions of Audience Development in the Arts Experiences from Orchestra Audiences Explorations of Arts Audience and Aesthetic Disposition Opportunities from New Audiences Specific Cases in the U.S. and Taiwan
In the Middle… The theories of audience development are basically through the discussion of arts marketing and cultural policy. The explorations of audience development in the U.K. are influenced on the U.S. The explorations of audience development in the U.S. are influenced on Taiwan The U.K. The U.S. Taiwan
In the Middle… The interdisciplinary subject The lack of related The relatedresearch, specifically in research is based the U.S. and Taiwan on the U.K. Changing the research direction Orchestra Audience Development in the U.S. and Taiwan
The Purpose of this paperCurrent Discussionaround Symphony Orchestra Orchestras, arts Audience Successful examples Marketing and Development in from the U.S.cultural Policies in the U.S. the U.S. International Discussion about Orchestra Audience Orchestra Audience Development in Development, especially in the Asia Taiwan Market
Next Analyses of Exchanged Orchestra Audience information of Development Audience through the cases in Development the U.S. and Taiwan Explorations ofOrchestra Audience Effective MarketingDevelopment in the Strategies System U.S. International Arts Management
References Arts Marketing Insights: the dynamics of building and retaining performing arts audience: Chapter 2. Exploring Characteristics of Current and Potential Performing Arts Audiences Audiences and the Arts: Communication Perspectives: Chapter 3. Targeting the Arts Audience Audiences and the Arts: Communication Perspectives: Chapter 8. How Can We Communicate with the Arts Audience? The audience experience: measuring quality in the performing arts All together now: A symphony orchestra audience Many-Voiced or Unisono? An inquiry into motives for attendance and aesthetic dispositions of the audience attending classical concerts Orchestra Audience Development and the Aesthetics of “Customer Comfort” New audience for Classical Music: The experience of Non-attenders of Live Orchestral Concerts The effect of generational change on classical music concert attendance and orchestra’s responses in the UK and US Determinants of performing arts attendance in Taiwan: a multivariate probit analysis http://en.wikipedia.org/wiki/United_States http://en.wikipedia.org/wiki/Taiwan