Think Jam: Enter the Collaboratory


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Slides from Mo Craig's presentations based on her focus group research for the Engage 2020 initiative

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Think Jam: Enter the Collaboratory

  1. 1. Engage 2020 Research & Think Jam 1
  2. 2. Attendance Participation 2
  3. 3. Fads vs. Trends 3
  4. 4. James Gordon Bennett 1835 4
  5. 5. Read Only Culture 5
  6. 6. 1980 6
  7. 7. + High broadband penetration + Cheap storage + Powerful computers = Social Production 7
  8. 8. Social Production radically redistributes power (A trend, not a fad) 8
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  10. 10. • 51% consume content created by others • 40% make their own content • 32% think of themselves as broadcasters 10
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  12. 12. Semiotic Democracy 12
  13. 13. The core competency of successful web 2.0 companies is database management. Perpetual beta. Fail fast, learn fast, fix fast. Know thy audience. 13
  14. 14. What We Did: 12 Focus Groups Cultural Enthusiasts Engagement Movable Middle Rejectors 14
  15. 15. Convergent Inquiry Convergent Context, Values Emotional Bonds & Barriers Functional Desires, Behaviors Divergent Ideas Ideas Ideas Ideas 15
  16. 16. How do you spend your spare time? Gardening DVDs Eat Facebook Hobbies Casinos Movies Read Museums Sleep Volunteer Time with Shopping Kids Surf the Web Watch TV Restaurants Bars, hanging out Twitter Travel with friends Attend sports Talk on events Walking Clubs Cook the Phone Time with Play an Work Out Sports on TV Dancing Grandkids instrument 16
  17. 17. Values that Drive Leisure Behavior Inert Me De-Stress Me Home based Solitary Active Me Recharge Me! Hobbies Solitary or group We Social Me Connect Intimate or Mass Me Participatory Personal growth Me Become Me Societal Improvement Challenge, Discovery 17
  18. 18. Arts & Culture: Off the Radar for Most Bad News: • Late mentions, except for older respondents ? Good News: • A & C delivers on 3 of the 4 Leisure values • Posturing & Bragging 18
  19. 19. Defining Arts & Culture: Card Sort Exercise Bars, Clubs, Historic Sites Restaurants Comedy, Open Mic Zoo, Aquarium Cultural Exhibit Movies Art Museum Concert Ethnic Festival Dance Theatre Performance 19
  20. 20. Defining Arts & Culture Bars Sports Rock Concerts Clubs Chuck E Movies Cheese Dancing Comedy Museums, Orchestra Club Opera, Theatre, Dance, Ethnic Historic Sites Restaurants Open Mic Please Jazz Travel Touch Ethnic Zoo, Festival Aquarium Exhibits Arts & Culture is more edu than tainment. 20
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  28. 28. Smack Down: Arts & Culture vs. Sports Sports are more fantastic than the arts. It’s more interactive. People care more about sports. 0 Sports are family and arts have age brackets. The arts are when you want to be in solitude and calm and sports are when you want to wow out and drink a beer. [With sports I feel] way more comfortable. The 76ers are playing the Magic. You’re in at the ground level. The game starts with the 1st quarter, 1st tip off and everyone is there at once seeing what happens at the same time. You all know when to root and when to boo. 28
  29. 29. Smack Down: Arts & Culture vs. Bars You’re way more able to find people to go to a bar with you than a play. At a bar you’re interacting throughout. There’s no gamble. You find a place you like so you’re going to go back. With a play, you may see it and hate it and think if was a waste of time. If I were going with my friends I’d rather be in a bar where I can talk and interact and catch up. When you’re at a play you’re sitting side-by-side and there’s no interaction with the people you’re with. When I talk with people who have engaged in all types of plays and museums, I don’t feel as educated or cultured. When I see a play I can talk about it with people who have also seen it. It’s a different experience that you can discuss with people besides going to a bar. 29
  30. 30. How about the feeling that you’re kind of exposed because you don’t know what everybody else knows? …and everyone looks at you… …and you’re feeling like an outsider. 30
  31. 31. Summary: The Barriers • Risk, reward & relevance • Effort • Group dynamics (kids of different ages, friends with different preferences) • Product; boring, hard to access/understand • Attitude: snooty, overly intellectual, serious • Can make me feel stupid 31
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  38. 38. Focus on Mapping the Bonds Satisfy why & how, Curiosity Raise not just Out of Memories Multi- Multi- well- well-rounded what the sensory kids Immersive Ordinary An event Food Challenge Opens Learning My Views Escape, Oasis your mind Universal More My place themes engaging in the Lose My identity Live track of world world Being Transported energy time Makes you more Intimacy, engaging Connecting bonding Transcendence, Becoming Different Shared cultures Buzz cultural Spiritual A more tolerant reference Legacy points Renewal society Family Code Language 38
  39. 39. Knitting It Together Leisure Values Arts & Culture Barriers Bonds • De-stress • Awareness is • Risk/Reward Ratio • High social value • Recharge low for most • Expensive • Well-rounded kids • Connect • Imagery is • Effort • Oasis rooted in more • Group dynamics • Become • Learning traditional forms of • Elitist, snooty • Connecting culture • Hard to understand • Transcendence, • Boring becoming We need to temper the most spiritual benefits of arts & culture with the lighter side, or we risk reinforcing some of our biggest barriers. 39
  40. 40. Mentors MomLeisure Mom & Dad Grandparents Teachers, Schools Friends Mom was far and away the most commonly mentioned mentor. Over the long term, women are disproportionately valuable customers. 40
  41. 41. How Do You Hear About Cultural Events? Inquirer PFG Word of Mouth Google Comcast Ticketmaster TV Banners GoPhila Fandango Member Newsletters Venues Philly Magazine WDAS WRTI Craigslist Philly Weekly WHYY Daily News AOL KYW City Paper Transit Posters Wild Postings Yelp Philly Gay Calendar 41
  42. 42. What Do You Hear About Cultural Events? 42
  43. 43. What Do You Hear About Cultural Events? 43
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  50. 50. Arts & Culture Experience Parameters Product ARTISTRY Logistics COMPETENCE • Lives up to expectations • Affordable • Talent, quality • Not too crowded • Looking forward to it • Good pacing, little waiting • Deeply engaging • Good seats, acoustics, sightlines • Audience energy • Stress-free logistics; parking, ingress, egress, wayfinding • Surprises • Gesture of gratitude • Talking about it afterward • Genuinely welcoming service • Everyone has fun • Multi-sensory, interactive • Creates a memory Extremely predictable list; Similar to most retail categories 50
  51. 51. Let’s talk about the day I nearly killed my mother-in-law. 51
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  53. 53. Increasing Attendance • Free Parking, discounts, gestures of gratitude • Pre-show information (online like a movie trailer) • Socializing Opportunities • Targeted scheduling • Behind the Music/Meet the Maker • Mini-season subscriptions, more flexible ticketing options • More variety—and more knowledge of what’s already available • Blend participation & attendance 53
  54. 54. Participation makes art accessible Attendance Inspires Participation 54
  55. 55. Participation Self-Expression Pride, Accomplishment, Mastery Self-Actualize It makes you feel a little less ordinary. 55
  56. 56. Attending & Participating • Participation trumps attendance for solid majority • Expertise • Masculinity • Barriers to Participation were relatively few Motivation Time Fear Money Participation can help chip away at the elitist image of the arts. 56
  57. 57. Leisure Values African Americans A&C Barriers Hispanics A&C Bonds Asians Mentors History Buffs Media Implications Attendance Ideas Participation 57
  58. 58. What’s It Like Being African American in Philly? It’s still hard for a black man to get a cab sometimes. I go out culturally so late at night I’m not getting on SEPTA—I’m getting a cab. I’ve had good and bad experiences with cabbies. We’ve all experienced racism. It’s a blue collar town and I think that has a lot to do with it. Television makes it a dividing line. For example, the news. I cringe every time somebody gets shot. They pick the worst (black bystander) to interview. A person with poor dentition, scars, they don’t speak well… …It’s offensive. They just took us back another 400 years with that kind of thing. 58
  59. 59. Arts & Culture Bonds: African Americans Raising Our Sights Art addresses root causes of racism Finding my place African Americans often spoke of culture as a pathway toward a more tolerant, open society. The stakes are high. 59
  60. 60. Arts & Culture Barriers: African Americans Sell out, Self-limiting bougie Feeling unwelcome Safe product Poor Service 60
  61. 61. African Americans: Summary • They see themselves as a flesh and blood link between the past and future • Arts & Culture defines their place in society, reinforces their identity, helps foster understanding • Sharing culture is a conscious act; they are intentional mentors • Appetite far exceeds the available product • They feel unwelcome in many arts venues • Community-based outreach, invitations Based on these groups, the African American market represents significant untapped, under-served demand. But we need to address service issues first. 61
  62. 62. What’s it Like Being Hispanic in Philadelphia? 62
  63. 63. What’s it Like Being Hispanic in Philadelphia? I was born in East L.A. I hesitate to say because I’ve only been here two years. It’s too sparse. We don’t have political representation on the scale that other groups have. You would also think with Hispanics being the number one minority that it would no longer be a minority. You would think you would have more representation. Another problem is the representation you have is inadequate and incompetent. 63
  64. 64. Hispanics: Summary • Based on this one group, Philly’s Hispanic community isn’t very cohesive • Small in number, dispersed geographically, not culturally homogenous • An internal, political power struggle; ‘old school vs. new school’ • Not the dominant ethnic force in Philly that African Americans are That said, these respondents… • Often spoke about “seeing things through their children’s eyes” • Many had not been exposed to admission-based culture as kids • None of them spoke of wanting to leave the kids at home • Appreciated the “special” nature of the arts • Dancing & food are potentially powerful in-roads 64
  65. 65. Hispanics: Summary • These respondents did NOT refer to specifically Hispanic experiences as their core ‘cultural diet’ (unlike the two African American groups) • Perhaps because there isn’t much Hispanic product to choose from • They did NOT evidence dissatisfaction with service/treatment • They DID evidence a strong preference outdoor culture; zoos, festivals, parades, Unity Day, etc. • Unmet demand: They wanted more ways to immerse themselves and their children in their own ethnic culture • We’re in the shadow of Spanish Harlem and the Puerto Rican Parade 65
  66. 66. What’s it Like Being Asian in Philly? I’m not immersed in Asian culture. I’m from the DC area and I’ve been here 10 years. I didn’t seek out an Asian community so I don’t know how it is in Philadelphia. There is a mini Koreatown in Upper Darby where I’ve been able to find an Asian market and a Korean restaurant. I would like my daughter to learn the language. We didn’t learn it and we’re not fluent in it ourselves. That’s the art of being a parent— being a hypocrite. For myself, growing up I was very Americanized. …Sometimes I actually thought I was Caucasian because all my friends were and I was immersed in American Culture. It was only as I got older and started respecting my background, my culture and my parents and where they came from. I wanted to be a part of that and make that connection for my children. 66
  67. 67. Asians: Summary • Emphasis on self-improvement and learning that stood out from the other groups (candidates for Participation?) • Our most educated group • Very highly assimilated—even more than the Hispanic group • Food—specifically restaurants and to a lesser degree, Asian markets— was the pillar of their Asian cultural identity Lunar New Year is a chance to connect with their own culture and share it with others. For the rest of the year, their cultural consumption patterns were not distinct from the general market groups. 67
  68. 68. History Love History Hate History Curious Boring Drama Dry Compelling Narrative Cramming Facts Connects Me to We Irrelevant Verbs Nouns We have an opportunity to expand the appeal of history through more compelling narrative and more participatory experiences. There is a LOT of headroom for growth here. 68
  69. 69. 12 Things We’ve Learned 1. We’re not yet a player in the attention economy 2. We can create an arts ecosystem where attending and participating are mutually reinforcing, not just co-existing 3. Time & money are alibis for non-attendance; the real issue is relevance 69
  70. 70. 12 Things We’ve Learned 4. Arts imagery is dominated by the most traditional experiences; we need to open it up, democratize access 5. The Arts Oasis may be a Mirage 70
  71. 71. 6. The imagery surrounding travel is ours for the taking; adventurous and active, not ponderous and ethereal 71
  72. 72. 12 Things We’ve Learned 7. Think about curating the experience, not just housing the event 8. Mentors—predominantly Moms—play a powerful role; we need to empower and thank them 9. We lose teens without putting up enough of a fight 72
  73. 73. 12 Things We’ve Learned 10. African Americans are ready to buy; we need to invite them in and serve them better 11. Food is an untapped asset 12. Our historic interpretation needs to get ready for primetime What is OUR narrative as a sector? 73
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  75. 75. Content Opportunities in the Arts Sector Intentional Outdoor Events, Parent Targeted, migratory path Festivals, Teen-Inclusive from Zoo & TFI to Happenings other venues Sampling Opportunities Better storytelling Multi-Generational at cultural exhibits, Appeal historic sites (Legacy Building) Connections to Food Participatory Overt connections Hands on History Experiences to ethnicity 75
  76. 76. Ideas • Entire 8th grade goes free all year • Web • Mood-o-meter on the PFG website • Streamlined process & resource for producing theatre ‘trailers’ • • Reciprocity, reviews, rankings • Target and develop our own citizen experts • Stages in City Squares • Program the Nights & Weekends, culture sampling, open mic, etc • DramaCam; a citywide video storytelling event 76
  77. 77. Ideas • Experience Audit to address curation and service issues* • Art Car: dress a SEPTA train like a stage and provide on-train entertainment • iPhone App • Urban Stage, Drama Queen • Encourage individual orgs to develop more participatory events • Valley Forge Super-Soaker battle • Paints and canvas at the Museum • Topiary event in Fairmount Park 77 * Shameless self-promotion
  78. 78. Ideas • Travel/tourism ideas (OPM) • Monitors or kiosks at the airport; promote PFG to incoming travelers • Host with the Most: show an out of towner’s airline ticket and get a discount on cultural attractions • Drive social connections, empower our best advocates & mentors • Frequent flyer program • Buy 3, get 1 free • City Subscriptions • Grandparent pricing, timing, opportunities to capture, package intergenerational experiences 78
  79. 79. Ideas • Catch participators where they live • Lowe’s, Michaels, Ikea, Flickr • Develop targeted listserv to connect the dots between participation and attendance • Map the purchase funnel to increase conversion • Community-based outreach into ethnic communities • Partnership with Comcast: projection screen • Partnership with WHYY’s On Canvas • Advertorials for upcoming works 79
  80. 80. Phew! 80
  81. 81. Thank you. Maureen Craig 609-760-949881