Understanding Where in the Arts - Part Three

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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.

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Understanding Where in the Arts - Part Three

  1. 1. Mapping The Wilma Theater Robert Cheetham
  2. 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. 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. 4. Subscribers Single Tickets Donors The Wilma Analysis
  5. 5. Extract databases of existing supporters: Subscribers, donors, and single ticket buyers
  6. 6. Extract databases of existing supporters: Subscribers, donors, and single ticket buyers Geocoding databases of existing supporters, determine analysis extent
  7. 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. 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. 9. Subscribers
  10. 10. Subscribers Donors
  11. 11. Subscribers Single Tickets Donors
  12. 12. Subscribers Single Tickets Donors The Wilma Analysis
  13. 13. 1 Location of Wilma supporters in Metro Philadelphia
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. Using this information to find untapped markets in the Philadelphia Metro Area Philadelphia Most Desired Areas
  34. 34. Using this information to find untapped markets in the Philadelphia Metro Area Philadelphia Most Density of Current Desired Areas Supporters +
  35. 35. Using this information to find untapped markets in the Philadelphia Metro Area Philadelphia Most Density of Current Untapped Desired Areas Supporters Communities + =
  36. 36. 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.
  37. 37. 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
  38. 38. 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%
  39. 39. Acknowledgements Wilma Theater www.wilmatheater.org
  40. 40. 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
  41. 41. Feedback and Questions Robert Cheetham Avencia www.avencia.com cheetham@avencia.com
  42. 42. Mapping The Wilma Theater Robert Cheetham

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