This document provides demographic and behavioral data about the audience segment called "Commuterland Culturebuffs", who make up 8% of the total UK population. They are affluent, well-educated older families and singles who live in commuter towns and have high engagement with cultural activities. They are frequent attendees of theaters, concerts, and museums. They are also active participants in the arts through activities like singing, playing instruments, and crafts. As loyal and frequent attendees, they are willing to pay premium prices for high-quality cultural experiences.

1. AUDIENCE
SEGMENTATIONLAURA KERRIGAN | DATA AND ANALYSIS

2. LEISURE Count %
Art galleries 103,102 24%
Art gallery once a month or more 2,993 1%
Ballet 28,042 7%
Classical concerts 46,852 11%
Contemporary dance 26,413 6%
Jazz concerts 25,738 6%
Opera 25,981 6%
Plays 107,173 25%
Popular/rock concert 165,496 39%
Theatre 172,644 40%
Theatre once a month or more 5,813 1%
GENDER Count %
Females 266,950 51%
Males 260,633 49%
AGE Count %
Age 0 - 4 36,452 7%
Age 5 - 9 33,322 6%
Age 10 - 14 33,698 6%
Age 15 7,251 1%
Age 16 - 17 14,128 3%
Age 18 - 19 12,675 2%
Age 20 - 24 32,735 6%
Age 25 - 29 34,983 7%
Age 30 - 34 32,463 6%
Age 35 - 39 34,195 6%
Age 40 - 44 38,398 7%
Age 45 - 49 37,210 7%
Age 50 - 54 34,013 6%
Age 55 - 59 30,543 6%
Age 60 - 64 32,894 6%
Age 65 - 69 24,737 5%
Age 70 - 74 19,646 4%
Age 75 - 79 15,561 3%
Age 80 - 84 11,809 2%
FAMILIES Count %
No dependent children in family 80,743 54%
Any dependent children in family 67,917 46%
Dependent children in family, youngest aged 0 to 4 28,124 19%
Dependent children in family, youngest aged 5 to 11 21,164 14%
Dependent children in family, youngest aged 12 to 18 18,629 13%
All families in households 148,659 100%
Economically inactive Count %
Retired 55,371 44%
Student (including full-time students) 17,525 14%
Looking after home or family 19,544 16%
Long-term sick or disabled 23,148 18%
Other 10,267 8%
Economically inactive: Total 125,854 100%
HIGHEST QUALIFICATION ACHIEVED Count %
No qualifications 112,839 27%
Level 1 (e.g. GCSEs graded D-G, Foundation diploma) 56,711 14%
Level 2 (e.g. GCSEs graded A*-C, Higher diploma) 64,397 15%
Apprenticeship 19,118 5%
Level 3 (e.g. AS and A Levels, Advanced) 50,382 12%
Level 4 and above (e.g. Higher Education and Higher diplomas) 90,852 22%
Other qualifications 22,560 5%
All usual residents aged 16 and over 416,859 100%
OCCUPATION Count %
Managers, directors and senior officials 22,954 10%
Professional occupations 33,570 14%
Associate professional and technical occupations 23,367 10%
Administrative and secretarial occupations 24,580 11%
Skilled trades occupations 30,977 13%
Caring, leisure and other service occupations 25,853 11%
Sales and customer service occupations 20,355 9%
Process, plant and machine operatives 24,336 10%
Elementary occupations 26,651 11%
All usual residents aged 16 to 74 in employment 232,643 100%
GRADE Count %
AB 26,441 16%
C1 43,578 27%
C2 38,002 23%
DE 54,710 34%
All 162,732 100%
ETHNICITY Count %
White 430,790 82%
Mixed/multiple ethnic group 6,122 1%
Asian/Asian British 86,629 16%
Black/Black British 1,976 0%
Other 2,067 0%
All usual residents 527,583 100%
DEMOGRAPHICS

3. 30 MINUTE DRIVETIME
OF CLITHEROE
HIGH
ENGAGEMENT
Potential for
increased value
and advocacy
MEDIUM
ENGAGEMENT
High potential for
change
LOWER
ENGAGEMENT
Qualified opportunity
CLITHEROE

4. Metroculturals
Commuterland
Culturebuffs
Experience
Seekers
Dormitory
Dependables
Trips &
Treats
Home &
Heritage
Up Our
Street
Facebook
Families
Kaleidoscope
Creativity
Heydays
LESS
THAN
5%
LESS
THAN
5%
LESS
THAN
5%

5. Affluent and professional consumers of culture.
Commuterland Culturebuffs are mainly older
families and singles, a significant proportion are
households with children and households where
children have left home.
COMMUTERLAND
CULTUREBUFFS
8%
33,044 of 424,184
UK 12%

6. GENERAL
• Affluent and settled group with many
working in higher managerial and
professional occupations
• Keen consumers of culture, with broad
tastes but a leaning towards heritage
and more classical or traditional
offerings
• Often mature families or retirees, living
in countryside comfort
• A group willing to travel and pay for
premium experiences, their habits
perhaps influenced by commuting
• Motivations are multiple, ranging from
social and self-improvement, to the
pursuit of learning opportunities for
older children
• Tend to be frequent attenders and
potential donors
OPPORTUNITY
Already highly engaged, they are open to
high quality offerings, which they have
the means to attend regularly. Leaning
towards classical programme choices,
time is viewed as a valuable resource and
they will pay premium prices to ensure
premium artistic experiences.
Opportunities that offer exclusive access,
added value events such as talks and
tailored interpretation/content may help
to develop their loyalty to a particular
artform/organisation.
CREATIVE PARTICIPATION
Participation in cultural and creative activities
is as important to Commuterland Culturebuffs
as attending events.
They participate widely in performing arts
activities and can be found wherever there are
activities like ballet, singing and playing
musical instruments. Where there are
opportunities for public rehearsals and
performances of plays and opera there are
likely to be a significant contingent of
Commuterland Culturebuffs.
They are amongst those most likely to
purchase original works of art and handmade
crafts.
They have a much higher than average
propensity to participate in street arts,
carnivals and to practice circus skills.
Photography and film/video making are also
relatively popular.
LIFESTYLE
Enjoy a high standard of living, with 43%
of households having an annual income
above £50,000, and a further 37% with
an income between £25,000 – £50,000.
They are very well educated, 47% have
obtained a degree level qualification or
higher.
They value the arts intrinsically and
recognise the wider social impacts. They
also feel heritage is an important
contributor to sense of place and believe
in the conservation of local heritage sites.
COMMUNITY INVOLVEMENT
Have a tendency to be quite involved in local
communities. They are the group that is most
likely to engage in volunteering opportunities
and more than a third will have done so in the
last year. They chiefly get involved in
volunteering either through leading groups,
membership of committees or organising or
helping to run events. More than a third will
have raised money for charitable causes in the
last year through sponsored events.
35% volunteer each year - Rank 1st for
volunteering
GIVING
Commuterland Culturebuffs are likely
prospects for making donations to arts
and cultural organisations. 10% will have
donated to an arts organisation in the last
year, whilst 22% will have made
donations to museums and galleries and
24% to heritage sites.
Charitable giving outside of the arts is
most likely to be directed towards
medical research, children and young
people or rescue services.
LIFESTAGE
Older families and singles – more
than two thirds are families. They
tend to be older families, but a
large proportion of households
with children are mixed with
some where children are old
enough to have left home. Over
70% in this group are aged
between 46 and 70 years old.
DIGITAL HABITS
With busy lives to manage, this
group make good practical use of
the internet without spending
long hours online. They regularly
visit arts and cultural
organisation’s websites to find
out information and plan a visit –
up to two thirds of those who use
websites in this way may go on to
book tickets online.
Commuterland Culturebuffs are
also more likely than average to
view or download artistic content
online, and a quarter will have
done so in the last year.
However, they are far less likely
to use social networking sites to
find out information about what’s
going on locally, or to plan a visit,
but may use social media to
share and discuss artistic content.

7. PRICING
Can afford to attend regularly, and will
pay premium prices to ensure a high
quality of experience. Discounting
strategies are less likely to be effective
compared to offering priority access, or
opportunities to add value to the
experience.
As there is such a strong family and
social element to their motivations for
attending, opportunities to encourage
ancillary spending through catering and
retail should be emphasised.
PLACE: ACCESS & DISTANCE
Commuterland Culturebuffs
enjoy quite good access to
cultural provision. They live in
commuter locations within reach
of urban centres where transport
links ought to be good, and car
ownership is above average.
However, highlighting and
recommending best travel
options is likely to be useful.
Most enjoy good health and
there is a reduced tendency
amongst Commuterland
Culturebuffs to limit their
activities due to disability. So
they are generally not likely to
require specific measures that go
above or beyond normal
accessibility provision.
PROMOTION
The internet is an important
information channel, with many
using cultural organisations’
websites to find out information and
to plan and book visits online.
There is a complex mixture of
decision making styles amongst
Commuterland Culturebuffs, but a
majority are instinctively analytical in
their approach and value clear
information above all. Some will be
confident in their own analysis to
make choices themselves, but others
may like the reassurance of trusted
recommendation – therefore expert
endorsements, or content to
mobilise word of mouth is
recommended.
Responsive to email and post but
less likely to respond to mobile,
landline or SMS communications.
PARTNERSHIPS
Membership of heritage
organisations is very high, and
there is a strong interest in its
place in the community, and its
conservation. These could form
the basis of mutually beneficial
partnerships.
The philanthropic habits of
Commuterland Culturebuffs
suggest that they have strong
empathy with children and young
people’s charities, as well as with
medical research and rescue
services. These also may form a
potential basis for fruitful creative
partnerships.
PLACE: ENVIRONMENT
There is a strong social
motivation behind their arts
attending, so the opportunity
to share food and drink in
pleasant café/restaurant
surroundings at the events
themselves will be a benefit.
High quality facilities and
customer service would be
important features to promote.
Families tend to be older, but
there are significant numbers
for whom it would be worth
foregrounding any Family
Friendly features.
PROGRAMME PREFERENCES
Programme offerings such as
plays, musicals, opera, ballet and
classical music are core artistic
choices.
Guarantees of quality are
important so classic or traditional
productions and established
performers and companies are
popular. The endorsement of
well-known and respected artists
or experts will be well received.
They are also open to artforms
such as contemporary dance and
jazz, literary events,
video/electronic arts and crafts,
but these are generally not as
well attended as more traditional
artforms.
PARTICIPATION
Already willing and active arts and cultural participants they
are open to a wide range of opportunities such as craft,
playing musical instruments, painting, sculpting and
photography. These help enhance the sense that the arts
make up a significant part of who they are. Opportunities to
either learn or improve artistic skills individually or
collectively through tailored programmes, or performance
opportunities will be taken up, as will any ad hoc
opportunities to engage.
GIVING & VOLUNTEERING
Commuterland Culturebuffs are likely prospects for making
donations to arts and cultural organisations and top the
league for giving to Museums & Galleries and Heritage.
Their motivations for giving to arts and culture are quite
altruistic, motivated to give in order to preserve those
cultural facilities, rather than for any personal benefit.
The philanthropic habits of Commuterland Culturebuffs
suggest that they have strong empathy with children and
young people’s charities, as well as with medical research
and rescue services.
RELATIONSHIP BUILDING
As regular attenders to the arts (almost a third attend five or
more different artforms annually), their breadth of artistic
interests means that they are likely to attend a wide range
of organisations. Ensuring quality of artistic experience,
enabling social elements of attendance (café, restaurant,
bar, shop etc), and maximising opportunities for depth of
engagement (e.g. by enabling dialogue, encouraging input to
the creative process, sharing & discussion of experience and
content) are likely to help build relationships.

10. HOW TO ENGAGE
The arts are an integral part of Commuterland Culturebuffs’ lives
Attending and socialising with friends, family and peers go hand in hand for them, so opportunities for
them to be both artistically stimulated and to enjoy themselves socially need to be provided.
They are potentially time poor, value time as a resource, and will pay premium prices for offerings that
they can be confident will provide high quality experiences.
Open to a wide variety of arts and cultural experiences, they have a preference towards the classical,
although they can and are persuaded to attend contemporary, popular, mainstream and other cultural
offerings. However, a large proportion may take some convincing to try something completely new or
‘risky’.
Heritage sites and events are important for this group and they feel a sense of custodial responsibility
towards conservation of cultural heritage – 98% feel that heritage sites should be looked after. They
consider that the arts and culture also play an important role in local communities, support public funding
and make larger than average charitable donations to arts and cultural organisations and heritage sites.

11. Affluent and professional consumers of culture.
Commuterland Culturebuffs are mainly older
families and singles, a significant proportion are
households with children and households where
children have left home.
COMMUTERLAND
CULTUREBUFFS
KEY POSTCODES
KEY AREAS (Above 30%)
PR 2 8 Fulwood (Central), Preston 31%
LA 2 8 Austwick, Hornby, Clapham 32%
PR 3 5 Broughton, Barton 34%
BB 9 6 Barrowford, Blacko, Roughlee 34%
BB12 9 Fence, Higham 36%
BB 2 7 Blackburn (Incl Mellor, Mellor Brook) 38%
BB 7 4 Chatburn, Grindleton, Gisburn 40%
BB 7 3 Waddington, Slaidburn 44%
PR 3 2 Goosnargh, Chipping, Longridge 46%
BL 7 0 Turton 46%
BD23 6 Embsay, Overdale Park, Draughton 47%
BB 6 8 Langho, Old Langho, Dinckley 51%

12. Rural areas and small town, day-time
activities and historical events.
Nearly a quarter of Home & Heritage are
involved in crafts like knitting or amateur
dramatics and choirs, often based close to
home in their local community
HOME & HERITAGE
8%
34,220 of
424,184
UK 10%

13. GENERAL
• Mature group that is generally is
conservative in their tastes
• Large portion National Trust members
• Classical music and amateur dramatics are
comparatively popular
• Likely to look for activities to match their
needs and interests, such as accessible
day-time activities or content exploring
historical events
CREATIVE PARTICIPATION
Involvement in such activities adds a
social dimension with 33% of this group
comprising elderly females, they may
use these activities as a way of coming
meeting like minded individuals.
LIFESTYLE
They are homebodies, with low car
usage, and are among the least
likely to participate in the evening
economy. Around a quarter have
higher education or professional
qualifications. Although generally
comfortable, the large majority are
retired, living on a household
income of less than £20,000 per
year.
COMMUNITY INVOLVEMENT
A relatively community minded group,
a quarter of all Home & Heritage have
done some form of voluntary work in
the last 12 months. The most popular
kinds of volunteering are event
organising, being a committee member
for local societies, parish councils and
church committees etc
LIFESTAGE
Within this group 97% are aged 60+, half are
in couples and half are widowed with no
children at home. There is a bias towards
single females.
DIGITAL HABITS
Light internet users, they are generally
technophobic and the least likely segment to
use any social networking sites.
INFLUENCES
Broadsheet and tabloid readers,
they have the highest index for The
Daily Mail, at 28%. Suspicious of
advertising they prefer a more
personalised approach – direct
mail, telephone (email and face to
face) – although home-based (low
car usage) so remote options are
more effective.
CULTURAL PREFERENCES
They have clear preferences for familiar,
mainstream programme offers and a
leaning towards classical content across a
range of artforms. They are most likely to
make a visit to a heritage site with 47%
making 3-4 visits in the last 12 months and
are slightly more likely than average to go
to the theatre. Like most segments, they
are broadly positive about arts and
culture, do see themselves as arts-
attenders and value the arts in general.
Limited access locally and a reluctance to
travel, especially in the evening, probably
mitigates against more active engagement.
OTHER LEISURE INTERESTS
This group spend more time than
average doing things like reading,
gardening and DIY but generally doing
less “outdoor” pursuits than others,
and are what might be thought of as
home-lovers. Television features
heavily with a preference for costume
drama and nature programmes. They
also enjoy local and social
participatory activities like singing in a
choir and Amateur Dramatics.
PARTNERSHIPS
Working closely alongside heritage
organisations, history associations, or
community networks supporting older
single people would create good entry
or starting points.
PROGRAMME PREFERENCES
With a strong leaning toward the traditional
and mainstream, they are looking for both
traditional forms as well as traditional content
and subject matter. Local history, memorabilia
and nostalgia, dying traditions and crafts,
historically based narratives, period re-creation
are all likely to appeal. Many in this group also
share an interest in the natural world such as
gardening. Aclassical music, opera and ballet,
as well as more mainstream theatre may not
be readily accessible within their travel
distance but would be welcomed, e.g. classical
recitals in churches or village halls. They are not
inclined to be risk-taking so familiar pieces,
names and stories, adaptations of known works
and plenty of local media coverage are
important ways of connecting and overcoming
concerns and a natural inertia.
PRICING
Although living on modest incomes,
Home & Heritage are comfortable –
neither bargain discounting nor
premium pricing are likely to
appeal. They appreciate unfussy
transparency to which they can
apply rational decision-making: this
preference should inform pricing.
Value, all-in pricing or senior
packages/offers may have a
particular appeal.
PLACE: ACCESS & DISTANCE
They are not travellers, with low car use and
limited access to public transport. Reliable
transport may be a key issue. Day-time offers
are much more likely to have traction if there
are access constraints. This group is almost
exclusively retired or semi-retired so are time
rich. Level access, large-print, captioning and
other disability access facilities are enormously
important, with just over half this group
declaring a disability.
PLACE: ENVIRONMENT
Safe, pleasant and formally welcoming
environments are highly valued. A quality café or
restaurant may form a key part of the appeal.

16. HOW TO ENGAGE
Home & Heritage live their lives locally, expressing their creativity through craft and local participation
Nearly half feel that they have plenty of opportunity to get involved in the arts, and only 26% feel that “the
arts is not for them”. They feel that heritage is an important contributor to sense of place and believe in
the conservation of local heritage sites. About 70% have been to an arts event in the last year, and about
50% have attended a museum or gallery. They have a low reception to broadcast advertising, and respond
to tailored/targeted communications, like plain speaking and face to face contact. Home & Heritage are
open to persuasion if appealed to directly with tailored communications that meet their tastes and access
needs and offer a complete package, which may involve provision of transport. Opportunities to engage
them could include participatory events through U3A and local rural touring schemes.

17. Affluent and professional consumers of culture.
Commuterland Culturebuffs are mainly older
families and singles, a significant proportion are
households with children and households where
children have left home.
COMMUTERLAND
CULTUREBUFFS
KEY POSTCODES
HOME AND HERITAGE
KEY AREAS (Above 30%)
PR 5 0 Hoghton, Samlesbury 22%
PR 6 8 Brinscall, Withnell, Wheelton 22%
PR 2 5 Grimsargh, Ribbleton 22%
PR 5 4 Walton-le-dale, Higher Walton 22%
PR 3 1 Garstang, Cabus, Catterall, Scorton 22%
BD20 9 Silsden, Bradley, Farnhill 24%
BD24 0 Giggleswick 24%
BB 6 8 Langho, Old Langho, Dinckley 24%
BB12 9 Fence, Higham 26%
PR 3 5 Broughton, Barton 35%
BB 2 5 Blackburn (Incl Feniscowles, Pleasington) 37%

18. Suburban and small towns interest in heritage
activities and mainstream arts
Predominantly older families and singles, with a
large proportion of households with children.
DORMITORY
DEPENDABLES
8%
34,220 of 424,184
UK 10%

19. GENERAL
• A significant proportion of arts
audiences are made up of this
dependably regular if not frequently
engaging group
• Most live in suburban or small towns
and show a preference for heritage
activities alongside popular and more
traditional mainstream arts
• Many are thriving, well off mature
couples or busy older families
• Lifestage coupled with more limited
access to an extensive cultural offer
mean that culture is more an
occasional treat or family or social
outing than an integral part of their
lifestyle
CREATIVE PARTICIPATION
Their strong interest in
musicals and other live music
events is reflected in a
relatively high propensity to
play a musical instrument.
Photography is another artistic
activity that they have an
inclination towards, as are the
use of computers to create
original artworks and the
making of film and videos.
They are also apt to purchase
original works of art and
handmade crafts.
LIFESTYLE
They tend to be quite comfortably off,
being either successful people in senior
management positions, or highly
experienced in lower managerial,
supervisory or technical roles. About two
thirds of households have an income of
over £25,000 per year. Their education
profile is similar to that of the English
population at large, with a third having
attained a degree or higher level of
qualification. A number have also gained
higher educational qualifications below
degree level, and around 4% have
undertaken trade apprenticeships.
More likely to think of themselves as sporty
rather than arty, they do however feel it is
important to be able to have access to
opportunities to enjoy cultural experiences,
particularly museums, galleries and
heritage sites, e.g. as social occasions and
days out, which are often organised with
and around family and friends.
COMMUNITY INVOLVEMENT
A quite community minded group, a quarter of all
Dormitory Dependables have done some form of
voluntary work in the last 12 months. They are
averagely disposed to volunteering with arts and
cultural organisations, but much more likely to do
so around sports.
OPPOTUNITY
Infrequently attending but regular, They
make up one of the largest proportions of the
population. Warm to museums and the arts,
and in particular to popular and mainstream
events. A small increase in their individual
engagement could potentially have a big
effect on audiences overall. They are very
keen on live music events and have a
particular preference for the heritage offer.
DIGITAL HABITS
Digital is an important information
source for Dormitory Dependables. Arts
and cultural organisations’ websites are
widely used (especially heritage
organisations), as a place to find out
information about events, artists,
performers and venues. However, they
are less likely to book tickets, or to view
arts and cultural content through
cultural organisations’ websites. Use of
social networking sites is slightly above
the average – used to find out
information, chat about events they’ve
experienced and to share pictures,
music and other media content. Twitter
is preferred to Facebook, and given
their musical interests, Spotify is
particularly popular.
INFLUENCES
As their digital habits illustrate,
there is no such thing as too
much information for them.
They like to see all the facts
and consider their options
before making rational,
analytical decisions. Once they
have all the information,
they’ll have no trouble at all
making a decision. They are
apt to change their minds, if
there are good enough
reasons to do so. There is a
fairly broad readership across
the range of newspapers,
perhaps reflecting an
assortment of political
outlooks. Stronger preferences
where they do exist are for
The Daily Mail, The
Independent and The Times.
CULTURAL INTERESTS
Living in suburban and rural areas their access
to a broad range of arts offerings is not as
extensive as it might be, and this along with
their busy lifestyles, may contribute to their
infrequent engagement. Sometimes when
they do attend they have to make time and
travel, so arts and culture may tend to be
more of a special treat than part and parcel of
their everyday social lives. They do not think
of themselves as particularly arty people, but
enjoy attending to be entertained and to
socialise and relax with friends. Whilst open to
a broad range of arts and cultural activities,
they have a marked inclination towards
popular and mainstream offerings, with more
than half taking in events annually. Their
disposition towards contemporary and
classical events is not quite as strong, but
those artforms are still attended roughly in
line with or slightly above the national
average. Museum and gallery visits are made
regularly but infrequently with the majority
visiting once or twice a year. They do have a
marked leaning towards heritage sites, to
which they have quite good access, with more
than half of all households visiting annually. Of
those who do visit heritage sites, nearly half
go three or four times a year.

20. PROMOTION
Dormitory Dependables are busy and active, so providing clear
information on how the offer will meet a need is key. They are less reliant
on word of mouth, and more confident in their own choices when given
enough appropriate detail on what, how, why, when and where to
attend.
They are most responsive to email communications, SMS messaging and
phone as direct communications channels, and least likely to respond to
PARTNERSHIPS
Dormitory Dependables are keen to explore
new learning opportunities and stretch their
intellect. Their charitable giving reflects these
interests in their support of schools and higher
education and partnerships with learning
communities might well be beneficially
entered into by all parties. The same may also
be true of charities supporting developing
countries. Two thirds also participate regularly
in sport and exercise, so sports clubs, teams
and related stakeholders might prove high
profile enough to create popular partnership
opportunities.
PLACE: ENVIRONMENT
As reasons for attending the arts tend to revolve around finding
opportunities to relax, socialise and be entertained – often by way of a
special treat – the surroundings need to be mindful of providing
suitable facilities and ambiance to fulfil this need. The enquiring
nature and thirst for knowledge of Dormitory Dependables also
requires information, so exhibitions and displays should provide rich
background detail and an Living in provincial towns, city suburbs or
rural areas means that accessing arts and cultural opportunities often
involves a degree of travel. Car ownership is high above average,
meaning distance doesn’t necessarily deter them from attending.
Good transport links will help, as will clear guidance on the best
options for getting to the event. Timing of events may also be an
important consideration to make sure they fit with travel plans. Good
health is a fairly broad feature amongst them, and with a high instance
of families with children, venues, events and facilities might benefit
significantly from ensuring a Family Friendly approach.
PROGRAMME PREFERENCES
Live music is a chief interest of Dormitory
Dependables, with an emphasis on the
popular or mainstream. They attend rock and
pop events more than any other group, with
classical or choral music less popular than
average. As their preference for the popular
suggests, pantomime, musicals, live dance
events and street arts are also relatively
sought after. A large number also attend plays
and drama, but are not likely to do so more
than once or twice a year. There is a large
proportion of families with children, so family
friendly programme choices form an
important part of the mix. Their interest in
heritage, history and current affairs may also
be fruitful areas to explore. As many have a
keen interest in visiting art exhibitions,
displays and installations. These might all be
features that can be developed individually or
in combination to good effect through
programme offers.
PARTICIPATION
Dormitory Dependables are keen to participate in a
wide range of activities, which can be tailored
around opportunities to develop and showcase
individual skills such as photography and playing
musical instruments. Providing access to activities
which might be undertaken in groups, such as
rehearsing or performing drama, ballet or other
kinds of dance may prove little less popular but are
still likely to be taken up in line with or slightly above
average levels.
GIVING & VOLUNTEERING
Appeals for low level, infrequent giving are most
likely to meet with success amongst Dormitory
Dependables. Heritage organisations, museums and
galleries are most likely to appeal to their sense of
charity and history, especially if the benefits to the
wider public from such giving, e.g. preservation and
development of engagement opportunities is
clearly articulated. Levels of volunteering generally
are around average, however most of their
volunteering happens outside the arts, museums or
heritage sectors. The most likely way to engage
them as volunteers is co-opt them in the running of
activities and events.
RELATIONSHIP BUILDING
As largely infrequent attenders, friends or
membership schemes for which benefits are realised
over multiple attendances will likely have limited
appeal. Instead, strategies aimed at encouraging
more frequent engagement e.g. Test Drive are likely
to prove more effective. These could also be linked
to their wider social motivations and incorporate
catering offers or other incentives (which might be
time limited).
PRICING
There is a mixture of levels of disposable income amongst Dormitory
Dependables, particularly between those in senior managerial and
professional positions, and those in lower management and supervisory
roles. Add to this the mix between those with children at home and those
empty nesters and it becomes clear that a model of mixed pricing
strategies are required. Some discount based promotions around family
or social groups might appeal as a means to addressing both the overall
cost of attending relative to disposable income, and ‘risk’ factors where
programming style veers away from the popular and mainstream.

23. HOW TO ENGAGE
Dormitory Dependables make up a significant proportion of the UK population.
They are averagely or slightly more than averagely disposed to engaging with arts and cultural events and
with museums and gallery activities and tend to appear in significant numbers in many or most audiences
within reach of where they live. The arts provide them with opportunities for social occasions, but their
social lives do not depend on the arts. They have a particular leaning towards the heritage offer. They
attend arts and cultural events infrequently compared to the most highly engaged groups, but regularly, so
there may be merit in trying to persuade them to take part or attend more often. As “warm” prospects
and numerous in number, successful efforts to engage them more frequently could potentially have large
impacts on audiences overall.
Popular and mainstream events are this group’s default preference, but they are not averse to
contemporary, and possibly slightly more risky, experiences. The offer will be received more
enthusiastically when it is geared towards an emphasis on the experience and all its trappings, rather than
any overly deep focus on the artistic merits of the event.

24. Affluent and professional consumers of culture.
Commuterland Culturebuffs are mainly older
families and singles, a significant proportion are
households with children and households where
children have left home.
COMMUTERLAND
CULTUREBUFFS
KEY POSTCODES
DORMITORY DEPENDABLES
PC KEY AREAS (Above 30%) %
BL 0 9 Ramsbottom 38%
BD24 0 Giggleswick 38%
BB 4 4 Haslingden, Helmshore 39%
LA 2 9 Caton, Brookhouse, Dolphinholme 40%
PR 2 5 Grimsargh, Ribbleton 41%
PR 2 9 Fulwood (North), Preston 43%
LA 2 8 Austwick, Hornby, Clapham 46%
PC KEY AREAS (Above 30%) %
BL 0 0 Ramsbottom, Bl 0 0 31%
BD23 3 Gargrave, Carleton 32%
BL 7 0 Turton 33%
BB 7 9 Whalley, Billington, Sabden 34%
PR25 5 Mendip Road, Leyland 35%
PR 6 7 Clayton-le-woods 35%
PR 5 0 Hoghton, Samlesbury 35%
BL 0 0 Ramsbottom, Bl 0 0 31%

25. Suburban adults and families living across the UK on
the edge of major conurbations, towns and cities.
This group enjoy active lives which involve arts and
cultural engagement for predominately social and
educational reasons.
TRIPS & TREATS
15%
62,219 of 424,184
UK 17%

26. GENERAL
• While this group may not view arts
and culture as a passion, they are
reasonably culturally active, despite
being particularly busy with a wide
range of leisure interests
• Tend to be comfortably off and living
in the heart of suburbia
• Children range in ages, and include
young people still living at home
• With a strong preference for
mainstream arts and popular culture
like musicals and familiar drama,
mixed in with days out to museums
and heritage sites
• This group are led by their children’s
interests and strongly influenced by
friends and family
CREATIVE PARTICIPATION
Many are also involved in craft, photography
and playing a musical instrument. As busy
families these activities to a certain extent
may revolve around the children, but are led
by parents who believe that creative
participation is important and possibly
educational.
LIFESTYLE
With an average level of
education for the population,
this group are mostly employed
in mid-level professions or
lower management.
Their salaries offer them a
comfortable standard of living
in the main. Some are still
paying off mortgages so have
higher outgoings, others have
paid them off (but may still be
supporting older children in one
way or another). Use of
websites such as Ebay and
Amazon and out of town
superstores such as Aldi, Asda,
Tesco or Cash and Carry where
they are likely to use vouchers,
coupons, collect reward points
and make the most of discounts
and meal deals helps control
their spending.
COMMUNITY INVOLVEMENT
They believe culture does make some
difference to their localities and people’s
lives and that access to it is therefore
important. Less than a quarter do some
volunteering – mostly for arts and sports –
which is at a lower rate than the national
average. Much of this may be associated
with or aligned to family interests.
GIVING
If they consider the local arts
offer worth supporting, they
are moderately likely to have
donated, but mostly give to
museums, galleries or heritage,
with 32% having donated
between £20 and £99. The
higher value donations going to
arts and heritage and lower
levels to museums and
galleries. 10% of this group are
members of The National Trust.
LIFESTAGE
The group contains a broad spread of
ages up to 60 years old with 58% aged
between 31- 50. 50% are households
with children and most live in what are
essentially family homes where older
children may have either left, are
frequently coming and going, or still
resident. Many have younger families
and most have at least one or two
children, although there may also be
other adults living in the household,
such as older relatives. 22% are
singles, either living on their own or
co-habiting, while some are younger
couples just starting out.
DIGITAL HABITS
Technically savvy, but not always seeking out the
latest gadgets, Trips & Treats contains families
which are regular users of the internet. Those
who are younger are keen social networkers and
adept at managing their money online. All are
using websites to research and seek out
information on a daily basis.
They use social media to find out what’s going on
locally and to chat about activities and other
cultural events, but not necessarily for following
cultural organisations. They are likely to use the
full range of platforms depending on what
they’re doing – Facebook, Twitter, YouTube,
Pinterest. Many own smartphones and download
a large number of apps. Downloading or
streaming music using Spotify is also common.
They much prefer contact by email than phone
or in person.
INFLUENCES
Mainly tabloid readers, Trips & Treats are
likely to read The Sun and The Daily Mail,
along with a local daily newspaper. A few
will read a broadsheet. They are most
likely to respond to messages received by
email bulletins, or those seen on the
television and read about in magazines.
However, their primary source of
information is family and friends, whose
opinions they trust to help them make
decisions. Depending on how confident
they are feeling some may take a few
risks, but invariably they go with what
they know or seek to lower the possibility
of risk by drawing on a range of easy to
access information sources.
CULTURAL INTERESTS
With above average attendance at museums,
galleries and particularly heritage sites, cultural
engagement of some sort is part of their lives.
Given that access to provision can be relatively
low, considering where some of this group lives,
they are more active than might be expected
with some making planned efforts to attend.
Live music, musicals, film, pantomime, circus,
carnival, plays/drama, museums, galleries and
street arts feature most highly in their choices.
Around half have attended museums, galleries or
heritage sites in the last 12 months. Family
outings, including for special occasions, are
reasonably frequent. They are sporty,
undertaking activities such as team sports and
dance for fitness.

27. INCREASING REACH AND DIVERSITY
Understanding the local population and
where there is greater potential amongst
this group can be supported by targeted
door to door or digital marketing
campaigns in key geographic areas.
Diversity in programming will bring a range
of age-ranges, and organisations should
consider the entire offer for meeting those
different needs in different ways.
PLACE: ACCESS & DISTANCE
Happy to travel into a city
centre, they are more than
likely to use the car, so parking
facilities are important, as is
security. At a local level, they
may rely more on public
transport, but will still probably
choose to get around by car.
PROMOTION
For larger shows or exhibitions Trips &
Treats will expect to see prominent
advertising and clear messages. If they
commute they will look for street
advertising, otherwise local newspapers
and radio may be key sources. Word of
mouth may be effective through provision
of entertaining and engaging digital
content which can be shared. This group
are fairly responsive to direct emails or
post, once engaged. Websites should be
clear and informative, as they will be
regularly visited once a family is
interested. For more local activities,
promotion via third party organisations at
a community level may be effective –
engaging local ‘advocates’ to help spread
the word. While social media is a key
influencer for this group, providing them
with content through other digital
channels to share and incentivising them
to do this, may be most effective.
PARTNERSHIPS
At a local level connections with local
community groups may be effective
etc. Links with groups supporting
families such as children’s centres,
family activities in libraries or local
scouts and guide centres. Schools will
be key partners to seek out and
support, along with other local
cultural activities for young people,
e.g. drama centres or colleges.
This is also a group who will be
receptive to brand associations –
whether food, drink or retail.
PLACE: ENVIRONMENT
At the younger end the
environment needs to be family
friendly, at the older end the
environment would need space
and opportunities for socialising
– whether in a bar, restaurant,
foyer or outside area.
PROGRAMME PREFERENCES
Annual events such as pantomime,
carnival or circus and street arts will
engage them, alongside branded
shows, live bands or blockbuster
exhibitions. At a local level it may be
possible to support them with a more
‘risky’ or unexpected offer, but this
will involve a certain amount of hand-
holding – which may be effective
through an initially participative
route.
PARTICIPATION
The participative route may be an effective entry
route for many families into cultural activities. For
younger families it will be about fun days and
activity workshops programmed on a drop-in basis,
and for older families more educational or
structured participation or making i.e. half term
‘courses’. Connecting to local schools, nurseries or
children’s centres offering outreach performances or
workshops will also effectively introduce them to a
different range of cultural events.
GIVING & VOLUNTEERING
This group may consider themselves as potential
givers for the right offer and benefits. Nurturing
those already giving may be effective to understand
what their motivations might be. Otherwise they
may also respond well to one off appeals for
particular projects relevant to families or which
enhance their local offer. There will be limited scope
for increasing volunteering, but they may for
instance be interested in supporting fundraising with
their time.
RELATIONSHIP BUILDING
Relationship building could initially be focused on
attracting them for regular annual events in the
programme or for annual treats – for instance
around birthdays or anniversaries when the family
would like to celebrate together. Using that as a
starting point frequency could be developed with a
variety of offers. Good relations will rely on a high
level of customer service and guaranteed
experiences, which will encourage a family to
repeat visit. Attention to the whole experience may
also keep them coming back with the potential for
loyalty to a particular organisation or venue activity.
PRICING
While able to afford a
premium price on occasion,
families in this group will still
be looking for value for money
– so family tickets
(accommodating a range of
family structures) will be
welcomed as well as access to
some discounts. The additional
costs of a family outing should
also be considered i.e. food
and drink, while younger
families will expect free or
very low costs for local
activities.
OPPORTUNITY
Positioning cultural events as fun,
family friendly and educational
provides opportunities for some
additional adventurous attendance to
encourage more frequent and lifelong
engagement.

30. HOW TO ENGAGE
Trips & Treats are already as active as they might be in cultural and other leisure activities
Trips & Treats are already as active as they might be in cultural and other leisure activities, so the
challenge is to support their interest within a familiar offer whilst also encouraging them to broaden or
deepen their engagement beyond the obvious.
They are receptive to advertising and direct marketing messages, but need endorsement from friends
and family – as they do not have the time or perhaps the inclination to seek out new or different
opportunities from the known. Led by their children’s interests, depending on their age, a good family
friendly offer or accessible work offering a guaranteed family day or night out is what they are seeking. As
they will invariably have to travel from the edges of town, thought should also be put into advice on
transport, parking and appropriate food and drink options.

31. Affluent and professional consumers of culture.
Commuterland Culturebuffs are mainly older
families and singles, a significant proportion are
households with children and households where
children have left home.
COMMUTERLAND
CULTUREBUFFSKEY AREAS (Above 30%) %
BD20 8 Glusburn, Cross Hills 30%
PR 5 4 Walton-le-dale, Higher Walton 30%
BB 8 8 Colne (Incl Trawden) 31%
BB 7 2 Low Moor, Clitheroe 31%
BB 7 1 Clitheroe (Incl Pendleton, Worston) 31%
BD23 2 Skipton Moor, Skipton 35%
BL 0 0 Ramsbottom, Bl 0 0 37%
PR 5 5 Lostock Hall 40%
PR25 4 Leyland (Incl Farington) 47%
KEY POSTCODE
TRIPS AND TREATS

32. Younger suburban and semi-urban, live music,
eating out and pantomime
Younger families, mainly under 50 years old
living in city suburbs and on the edges of towns
throughout the UK, but more predominant in
the Midlands and across the North
FACEBOOK FAMILIES
19%
78,676 of
424,184
UK 12%

33. GENERAL
• A younger, cash-strapped
group living in suburban and
semi-urban areas of high
unemployment
• Least likely to think
themselves as arty, arts and
culture generally play a very
small role in the lives
• Less than a third believe that
the arts is important
• Often go out as a family:
cinema, live music, eating
out and pantomime being
most popular
OPPORTUNITY
Free Family friendly offers – local with a
more popular or community focus, e.g.
music and festivals, open days with non-
bookable in advance drop in activities
may be particularly effective.
LIFESTYLE
With 84% on salaries less than £25K
and 26% on less than £10K, these
families are financially squeezed and
stretched. Facebook Families have low
educational attainment, basic
qualifications and therefore have
lower job prospects or are employed in
unskilled jobs. They live on a budget
and many are claiming multiple
benefits to make ends meet. Some
may also be students living transient
lives paying modest rents. The best
deals on food are sought at places such
as Iceland, Aldi, Asda, Co-op or Spar,
which need to be local and accessible
by public transport as these families
are unlikely to have cars.
COMMUNITY INVOLVEMENT
Least likely to feel that culture makes a
difference to their area or benefits
them, although there is a sense that
they do feel it is important for others
who have the time, money, access or
opportunity. Family activity and about
one in five have done some volunteering
in the last 12 months.
GIVING
Despite being stretched, some do donate
to heritage, museums and galleries and a
few to the arts, particularly if it has
impacts locally, amounts are mostly less
than £20. They feel giving to culture is a
good thing, but have little means to do
so.
LIFESTAGE
The youngest of the segments
overall, 81% are 26 – 50 years,
67% also have children in the
household of varying ages –
mostly between 5-11 years.
The group includes some quite
large or extended families with
older and younger children as
well as grandparents or other
relatives.
29% are single, living alone
and mostly in the older or
younger age ranges. House
shares are not common for
this group and the older
members tend to have lived in
the same house for a long
time, are well established and
tied to their local community.
DIGITAL HABITS
This group, of all the segments, have amongst the
highest use of the internet and email. They are the
most likely to use Facebook every day amongst other
social media and make extensive use of texting and
free messaging. Many do not have a landline, so their
mobile phones are their communication channel and
lifeline. It will invariably be a smartphone, or whatever
comes with a basic package or pay as you go service
with some using the internet via a tablet rather than
laptop or desktop computer. Some will access
information through computers at a local library.
While their use of the internet is high, it may not be
their primary source of information about cultural
activities. They do use social media for finding out
what’s happening locally and for some, chat about
what they are doing, which may well include cultural
activity. Otherwise they will be using online sources to
access a wide range of entertainment from YouTube
to music sharing sites for downloading music.
CREATIVE PARTICIPATION
Otherwise a few play a music instrument
and have participated in some digital
creativity – films or animations made on
their home computer inspired by
YouTube and TV programmes.
CULTURAL INTERESTS
Despite low overall engagement, they are occasionally
doing some activities which meet the needs of their
families and within their budgets and locality.
Guaranteed family enjoyment and fun will take
precedence over consciously engaging with the arts,
museums or heritage.
Most likely to be interested and engage in the popular
and mainstream, they are also more likely than the
average to see work that is culturally specific. Their
choices are particularly family-oriented such as cinema,
pantomime, live music, musicals, carnival, circus and
plays/drama. Occasionally, maybe once or twice a year,
a museum could be an easier option, or a trip to a local
heritage site, if it is free.
GIVING
This group primarily read the ‘red
tops’ – chiefly The Sun, Daily Mirror
and a local free daily newspaper to
provide their news and views.
As active social networkers they are
heavily influenced by their friends and
family, particularly if they feel there’s
too much choice. In turn they will
share their opinions and as part of a
digital generation, will expect their
promotional content to be involving,
interactive and entertaining. Primarily
they are big TV watchers and
responsive to TV advertising,
particularly with a strong emotional
message.
For families with children they are
subject to ‘pester power’ and
messages which get filtered through
them via schools and other community
activities their children are involved
with.

34. INCREASING REACH AND DIVERSITY
Attracting more local families or those of a particular community
should involve creation of links and consultation in order to devise
appropriate projects or activities with the involvement of target
groups. Strategies such as working with local community
organisations, housing associations, local authority arts managers,
schools or children’s centres could be considered.
PLACE: ACCESS & DISTANCE
While this group live relatively
close to arts, museums, galleries
and heritage sites (being based
on the edges of cities in
suburban areas), their level of
engagement is comparatively
low. They will rely on public
transport to get to larger, more
central venues, which may or
may not be reliable or easy to
navigate (particularly with a large
or very young family).
PROMOTION
Depending on the
programme, this group will
either be looking for
prominent and visible
advertising through
mainstream channels or
endorsements from peer
groups through word of
mouth or social networks.
This can be triggered by
local level promotion
through local press, notice-
boards or by engaging
community leaders of local
groups. Once captured
they may respond to direct
mail by post or email – as
long as it includes suitably
engaging content and/or
low prices, offers or
discounts. Digital content
should be engaging for
both adults and children.
Beyond this community
engagement, local
ambassadors or outreach
projects will be necessary
to engage harder to reach
families.
PARTNERSHIPS
Local partnerships may be particularly effective,
such as through schools or community groups
which involve children. Local children’s Sure Start
centres, nurseries or after school groups may also
provide useful links. Making relationships between
cultural organisations and local creative
participatory activities would be effective –
bridging the gap between participation and
attending. Care should be taken to ensure that
partners are in themselves family friendly.
These families will also be receptive and respond to
brand associations, particularly those which are
visible on television and in advertising.
PLACE: ENVIRONMENT
Family friendly facilities and an
appropriate welcome is required
for this group who are unfamiliar
with cultural venues, to ensure
that the whole experience
accommodates their needs.
Fundamentals from baby
changing to buggy parks as well
as appropriate and affordably
priced food and drink facilities.
Staff should be trained and
empowered to ensure families
feel able to take part, are safe
and looked after.
PROGRAMME PREFERENCES
Families within this group are looking for tried and
tested product in the main which has the
necessary guarantees for enjoyment from their
children. They may also engage with local
culturally specific activities which happen in their
communities – most likely to be free. Engaging this
group more deeply with more ‘risky’ or
contemporary product would need to involve
community engagement or outreach work offering
programmes, workshops and activities tailored to
their needs.
Particular considerations are important when
making this offer – chiefly a range of product for
different age ranges (but without being too
prescriptive) – not forgetting those older (but not
yet teenage) ages. With extended families
common in this age range, programmes and
experiences suitable for inter-generational groups
might also be relevant.
PARTICIPATION
For this group participation is most likely to come via
children. Catering for different age ranges is
important (with a consideration of how to occupy
those not directly involved and their parents). For
adults, participatory activities with child care
attached could be effective to an extent. Activities
which develop skills and confidence and could
support job prospects may be more appealing, as
well as opportunities for adults, representing time
away from the family.
GIVING & VOLUNTEERING
It is more likely that people in this group may be
able to volunteer more than donate, although they
are also squeezed for time, bringing up their
families. Forging a relationship may be the first step
as they are more likely to donate if they have some
sort of personal connection through their children
or their local community.
It may be challenging to engage these families
further, but creating a local ‘family panel’ or family
ambassadors may be effective if they are well
connected in their communities, briefed
appropriately or offered financial incentives.
RELATIONSHIP BUILDING
Many local families may just need an entry point to
their local venue or museum – family fun days, free
events or low cost tickets to appropriate
programmes, e.g. Family days in the school holidays
may offer them a foot in the door. For younger
families use of café spaces on a regular basis with
soft play or toys provided could also be an entry
point..

37. HOW TO ENGAGE
Local, free and family friendly are the watchwords for engaging this group with a focus on entertainment
and fun
A chance to get out with the children and enjoy some social time without having to worry about the
expense. While they are willing to pay possibly a higher price than might be expected for family treats, it
will only be for guaranteed product – popular and well-known. For all activities, these families will be
looking for endorsements through either high profile local and TV advertising or their own social media
networks. Hidden costs for a day out with the family may prove a barrier to engagement, so pricing
strategies should consider add-ons such as transport, food and take-aways for children. At a local level,
engaging families in community activities provide opportunities if they are free and offer social
opportunities for parents.

38. COMMUTERLAND
CULTUREBUFFS
KEY AREAS (Above 30%)
BB 9 8 Nelson (Incl Barrowford, Newbridge) 33%
BB11 3 Burnley (Incl Cliviger, Burnley Wood) 34%
BB 3 1 Sunnyhurst, Darwen 35%
BB12 7 Padiham, Read, Simonstone 35%
PR 2 6 Ribbleton, Fulwood 39%
BB11 2 Rose Hill, Burnley 41%
BB 2 3 Higher Croft, Whinny Heights, Blackburn 42%
BB 2 2 Stansfeld Street, Blackburn 47%
BB11 1 St James Street, Burnley 49%
BB 4 5 Haslingden 49%
KEY POSTCODES
FACEBOOK FAMILIES
KEY AREAS (Above 30%)
BB18 6 Earby, Kelbrook, Sough 30%
BB11 4 Burnley (Incl Rose Hill) 30%
BB12 6 Habergham, Lowerhouse, Padham 31%
BB 1 2 Blackburn (Incl Guide, Belthorn) 31%
BB 1 4 Rishton 32%
BB 2 4 Ewood, Mill Hill, Waterloo, Blackburn 32%
BB 3 3 Darwen (Incl Hoddlesden, Waterside) 32%
BB 1 3 Blackburn (Incl Intack) 32%
BB10 4 Burnley (Incl Cliviger, Holmes Chapel) 33%
BB 8 0 Keighley Road, Colne 33%

39. Modest in habits and means, popular arts,
entertainment and museums
Older couples, families and singles who are well-
established in their local, terraced-street
communities.
UP OUR STREET
14%
60,236 of 424,184
UK 14%

40. GENERAL
• Often living reasonably
comfortable and stable
lives
• A group that engage with
popular arts and
entertainment and
museums, and are also
visitors of heritage sites
• Many are older and have
some health issues
• Living on average or
below average household
incomes, so access in all
its forms can be an issue
• Characterised as modest
in their habits and in their
means, value for money
and low-risk can be
important factors in
leisure decision making
COMMUNITY INVOLVEMENT
Although they’re interested in what is going
on in their local area, Up Our Street are not
particularly disposed to get involved through
volunteering, with less than one in five
people choosing to do so. Those that do
volunteer, are more likely to be found
organising community events, being
members of a committee or offering
practical help to others, but don’t tend to do
so with arts organisations.
As a segment they are amongst the least
likely to make donations to arts and cultural
organisations, which are not seen by the
majority as worthy charitable causes. The
small proportion who are open to giving, are
three times more likely to give to museums
or heritage sites than to arts organisations,
and the vast majority are apt to make very
low level, infrequent donations.
AGE AND DIVERSITY
Whilst over 75% of Up Our Street are
people aged over 50, there is a broad range
in each of the age bands between 50 and
76+. Therefore a mixture of people from
those who still have a number of years to
work before reaching retirement, those
who are well established in their retirement
and those who fall between the two. There
is also a slightly higher proportion of people
with some form of disability or limiting
illness, most particularly around mobility
issues. This indicates that a range of
potential barriers or challenges may need
to be addressed or overcome for wider arts
engagement to be successful.
LIFESTAGE
Mostly aged between 51-65
years old and heading
towards retirement. There
is a significant proportion of
singles (44%) in this
segment, along with older
married couples and
families with grown-up
children and grandchildren.
Most likely to be single, or
couples without children
living in the home.
DIGITAL HABITS
Up Our Street are comfortable with
using digital technology, but they do so
to a more limited extent compared with
people more generally. They tend to be
late adopters and use of social
networking sites is not widespread.
Those who do use them will most likely
be looking for information about events
happening in their local area rather
than to engage with artistic content or
media online. Facebook is preferred to
Twitter, YouTube, or other media
channels.
CREATIVE PARTICIPATION
They enjoy pastimes that can be done alone or in
the home and that allow them to practice and
make use of their practical skills, such as textile
crafts like embroidery and knitting, whilst
woodwork is also relatively popular. This interest
in craft extends to purchasing original/handmade
crafts made by others.
The propensity towards poetry writing is higher
than amongst many other segments, but in
overall terms this applies to a relatively small
proportion of people sharing such interest.
The numbers of people taking part in activities
linked to classical or contemporary performing
arts, such as playing musical instruments, singing,
rehearsing or performing in plays, ballet or other
dance performances is noticeably lower than
levels seen nationally.
CULTURAL INTERESTS
They have a distinct preference for
popular and mainstream artforms,
especially live music. They prefer rock
and pop, but have a broad range of
interest in most types of music, though
are not particularly keen on
contemporary or classical events. A
significant proportion also go to
musicals, pantomimes, craft exhibitions
and carnivals. This indicates a leaning
towards easily accessible, experiential
events which may be free or low cost.
They are more likely to visit a museum
or gallery than heritage site. There is a
relatively low number of National Trust
and English Heritage members, possibly
due to the cost of membership and the
distances required to travel to get to
heritage sites.
LIFESTYLE
Many are employed in jobs, perhaps in
skilled trade occupations for which an
apprenticeship was undertaken, or in
administrative or customer service
roles. Most rely on lower to middle
incomes of between £15,000- £25,000.
They lead a modest lifestyles, enjoying
inexpensive hobbies and occasional
treats.

41. PRICING
Providing opportunities for Up Our Street
to gain access to inexpensive tickets and
being sure to foreground value for money
in the offer are key. Emphasising the
experiential benefits that mark cultural
activities out as a better alternative to
competing leisure activities, and enhancing
the treat factor may work well.
There will also be opportunities to boost
ancillary spend for this group around
catering and retail products. People are apt
to buy works of art and craft, so associated
products, if keenly priced, are likely to
prove popular and add to the overall
experience.
PLACE: ACCESS & DISTANCE
Car ownership is low, so easily accessed
community events are key. Beyond that,
cheap, effective, reliable transport links are
important and programming needs to factor
in any limitations that transport services
might dictate, e.g. last bus times.
PARTNERSHIPS
Although not necessarily highly active within their the
community, they do tend to live out much of their lives
within them and have an interest in what’s going on locally.
Community services like media (papers, radio channels),
shops, clubs, church groups and healthcare providers will
form regular touch points for Up Our Street that might
make them effective partners for reaching these mutually
shared households.
PLACE: ENVIRONMENT
Enjoying a drink with friends is a
commonplace pastime, and perhaps making
sure events have facilities to do so in
comfortable surroundings might potentially
be important. As culture forms something of
a treat, a developed retail offer could
present an opportunity to enhance the
sense of “treat” with access to food,
shopping and all the trimmings.
PROGRAMME PREFERENCES
Most cultural attendance from Up Our Street happens at
popular and mainstream events. Those opportunities
likely to appeal will be easily accessible outdoor festivals,
especially music and specifically rock and pop (although
wider musical offerings may also appeal). A slightly older
lifestage means that people are less likely to be looking
for content to interest younger children – enjoyment is a
key criterion – unless they are grandparents looking to
find activities they can share with their grandchildren.
Museums may have an advantage and be able to exploit
people’s interest in history and in their local
communities to package opportunities which may chime
with these cost conscious households.
Heritage sites might equally appeal to many with the
same needs, and perhaps provide ideal days out to share
with grandchildren. If there are opportunities to get
close to nature and wildlife nearby then so much the
better.
Classical and contemporary events, with which many are
not familiar, are much less likely to be taken up by this
risk averse segment, unless the risk can be highly
mitigated, perhaps by pricing strategies like “pay what
you want” or “money back” guarantees, or are part of
taster events at free outdoor festivals.
PARTICIPATION
Participatory activities, such as
embroidery, knitting, crochet, wood
turning, carving and furniture making, or
those that provide a chance to use and
develop craft and handiwork skills may
be well received. These might also form
opportunities to socialise and share that
all important drink with friends and
similar like-minded people.
Poetry writing while a relatively minority
activity that is comparatively popular
with this segment, could be an
important activity for organisations
planning activities with some in this
group.
Most of the participatory activities that
tend to be popular are those that can be
practised in and around the home, and
for reasons of physical and financial
access, have to be.
GIVING & VOLUNTEERING
Membership, friends or loyalty schemes,
as a means to incentivising increased
attending may not be effective. People
from this group are unlikely to become
frequent enough attenders fast enough
to realise any of the financial benefits
inherent in such schemes.
Seeking donations is also unlikely to be
fruitful for arts organisations, but
heritage sited may have more success,
with targeted campaigns designed to
encourage infrequent, low level giving
when visiting.
INCREASING
REACH AND
DIVERSITY
Up Our Street have
a lower propensity
to engage. A focus
therefore on
increasing the
frequency of visits
made, or the
number of those
engaging will, by
default, broaden
reach into newer
audience areas,
particularly
amongst older, less
well off,
sometimes socially
disadvantaged
people in this
group. Challenges
to overcome,
include physical,
economic and
psychological
barriers as people
in this group are
not affluent, highly
engaged or see
themselves as arty.

42. PROMOTION
Word of mouth is perhaps the
most important channel in
influencing engagement. They
rely heavily on
recommendation and
reassurance from people they
know and trust. This is an
opportunity that might well be
used to good advantage
through arts ambassador type
schemes. Existing audiences
from Up Our Street who are
recruited to encourage and
incentivise their friends and
neighbours to attend could be
an effective strategy.
Newspapers are a widely read
and an important source of
information – especially local
papers. Television and SMS
messaging are also popular
channels for receiving
information, and they respond
comparatively well to postal
communications.
Generally late adopters of
technology, engagement with
cultural organisations’ websites
is low and shouldn’t be used as
the only or principal channel.
Those who do use such
websites are doing so primarily
to gather information, rather
than buying tickets or engaging
online, and the same is true of
the smaller numbers who use
social networks.
LOCATION
Up Our Street are mainly home owners who have worked
hard to buy their own homes, live in older terraced or semi-
detached homes, some bought from the local council. The
majority live across the industrial North and Midlands, in
places like Doncaster, Blackpool and Coventry. They are less
likely than average to own a car so may be restricted in the
places they can travel to easily or independently.
OTHER INTERESTS
Up Our Street are likely to spend their spare time in the
home perhaps doing DIY and gardening. They are also
heavy and frequent viewers of TV, which is another of
their chief pastimes.
They enjoy occasionally going out for day trips. Wildlife
and history are subjects that interest them, and these
might provide a focus for days out, often with
grandchildren. On the whole they’re not overly sporty,
but fishing is an activity that is relatively popular.
Eating out at restaurants, spending time meeting friends
over a drink in pubs, bars, sports and social clubs is a
frequent pastime for many. They also enjoy some
moderate gambling such as playing bingo and/or the
lottery.
RELATIONSHIP BUILDING
Effective strategies for building relationships might best be focused upon
developing community ties. Those people from Up Our Street who do volunteer
tend to do so through organising or running community events, offering
opportunities for co-creation or co-production with local communities. Arts
ambassador type schemes, as a means of reaching and developing new
audiences for this type of work, might flourish within this context.LIFESTYLE
Many are employed in jobs, perhaps in skilled trade
occupations for which an apprenticeship was undertaken, or
in administrative or customer service roles. Most rely on
lower to middle incomes of between £15,000- £25,000.
They lead a modest lifestyles, enjoying inexpensive hobbies
and occasional treats.
INFLUENCES
Print newspapers are widely read, with The Sun being the most popular, though
a high number read local papers. Newspapers are a very significant media
channel for Up Our Street as nearly two-thirds read one at least 3 times a week.
The number using the internet to visit cultural organisations’ websites is
significantly below the national average, and this is equally true to a similar
degree for performing arts, museums, galleries and heritage organisations. This
is likely a combined reflection of their relatively low levels of interest in cultural
activities and their use of the internet.
Other preferred channels for receiving information include television and SMS
text messaging. They are also comparatively apt to respond to postal
communications. Most important of all is word of mouth, as they are heavily
reliant on recommendations and reassurance.
OPPORTUNITY
While neither frequent nor adventurous attenders, people in this group do
engage with a range of cultural experiences. They may be open to persuasion for
the right offer in their area, perhaps with the encouragement of others in their
community. This might include locally based activity that’s tried and tested,
outdoor festivals, theatre and music or live streamed events.

45. HOW TO ENGAGE
Up Our Street are infrequent attenders that make up a significant proportion of the English population
This group have difficulty with too much choice and so are swayed by other people’s opinions. The goal
should be to introduce something with which they’re reasonably familiar and comfortable. Any
introduction of risk, to which they’re naturally averse, should come much further down the development
line.
Heritage sites potentially have an advantage in seeking to develop audiences from this segment, as they’re
already averagely disposed to do so. This group like taking days out (often with grandchildren for a treat),
and many are interested in history and wildlife – all of which might be brought together in suitably
packaged offers. Many museums will also be able to cater to this group by offering similar features.
For some in this segment, health issues could present barriers to attending, which organisations should be
mindful of and address through thoughtful access planning. Incomes are not high and cultural activities,
which provide some of this segment’s potential ‘treat’ opportunities, will need to be priced appropriately
or have added value experiences to make them more attractive over competing leisure offers.

46. COMMUTERLAND
CULTUREBUFFS
KEY AREAS (Above 20%)
BD24 9 Settle (Incl Langcliffe, Stainforth) 25%
PR 1 5 New Hall Lane, Preston 26%
PR 1 3 Avenham Lane, Preston 27%
BB18 5 Barnoldswick (Incl Salterforth) 27%
BB 5 6 Accrington (Incl Huncoat, Hillock Vale) 28%
BB12 6 Habergham, Lowerhouse, Padham 30%
BB 8 0 Keighley Road, Colne 37%
BB11 1 St James Street, Burnley 49%
KEY POSTCODES
UP OUR STREET
KEY AREAS (Above 20%)
BB10 1 Burnley Lane, Burnley 21%
BB 8 9 Birtwistle Avenue, Colne 21%
BB 5 2 Accrington (Incl Rising Bridge, Baxenden) 21%
BB 9 9 Barkerhouse Road, Nelson 21%
BB 4 9 Rossendale (Incl Waterfoot, Newchurch,
Lumb)
22%
BB 9 0 Nelson (Incl Brierfield) 22%
BB 6 7 Great Harwood 23%
BB 8 8 Colne (Incl Trawden) 24%
BB 3 1 Sunnyhurst, Darwen 24%
BB18 6 Earby, Kelbrook, Sough 24%

47. Mixed age, low level engagement, free local
events, outdoor arts and festivals
Kaleidocsope are mainly mixed households,
generally mature, including a high number of
empty-nesters and singles, as well as some
families with older children
KALEIDOSCOPE
CREATIVITY
15%
64,621 of 424,184
UK 10%

48. LIFESTYLE
Household incomes tend to be
lower for the majority, with
around two-thirds living on less
than £20,000 per year.
Educational attainment is mixed
with a quarter having completed
a Higher Education course, but
the majority of this group have
not followed a further education
path. Many are likely to have
been in the same area for a long
time and be settled in their
communities. However, lower
levels of educational attainment
and a reliance on public
transport for travel may be
factors that contribute to some
facing limited employment
options.
COMMUNITY INVOLVEMENT
Amongst the least likely to be
involved in volunteering, fewer
than one in five people from
Kaleidoscope Creativity have
volunteered in the last 12
months. When they do volunteer
it is likely to be outside of arts or
cultural organisations.
However, they do have strong
community ties. They are the
group most likely to volunteer by
befriending and mentoring
others and more likely to help on
committees and in organising
events.
LIFESTAGE
Kaleidoscope Creativity
comprises people across a
broad age spectrum, with the
majority of the group between
35-65 years old. There is a
mixture of singles and
generally older families,
although approximately a third
have children in the household.
DIGITAL HABITS
They use technology as part of their daily lives, often
through mobile phones. They are much more likely to
browse content such as blogs and to download video
and music, than to produce their own content. They
are likely to be part of a broad range of social
networking services like Facebook, Twitter, Myspace
and YouTube. Their engagement with cultural
organisations’ websites is quite low and they only tend
to use technology to research what is happening in
their local area, rather than to make purchases.
CREATIVE PARTICIPATION
Whilst they’re comparatively niche pastimes,
there is also a relatively high propensity amongst
to compose music or to write poetry. The
outdoors and community spaces provide creative
platforms and are important. Their interest in
attending festivals and events is reflected in their
high propensity to participate in carnivals and
streets arts as well, most likely with culturally
specific themes. However they also contains a
higher proportion of people who don’t
participate in any cultural activity at all.
CULTURAL INTERESTS
A significant proportion also enjoy carnivals.
However, despite having very good access to other
arts and cultural events and opportunities from the
western mainstream they are amongst those least
likely to attend, and this is most true of classical or
contemporary events. Artforms such as film and live
music are popular, whilst musical tastes are wide
ranging, from soul, hip-hop and R&B to more
culturally specific music, reflecting the diversity of
backgrounds from which they’re drawn. About a
quarter will attend such popular events annually,
which is much lower than average. They are more
positively disposed to arts events than to museum
or heritage offerings. Very few have membership of
the National Trust or English Heritage. This supports
the indication that they don’t tend to go to
traditional cultural hubs or centres and are more
likely to engage in the arts when it is outside these
traditional places in a community setting. Such a
rejection of conventional provision is perhaps
reflected by an above average number feeling that
the arts is not for the likes of them; whist at the
same time an above average proportion see
themselves as “arty people”.
INFLUENCES
Respond well to communications that are
entertaining as well as informative. They’re
much more likely than other groups to read the
Metro newspaper. This is indicative of the
majority of them living in urban areas of larger
cities and probably reflects their reliance on
public transport, where the paper is freely
distributed. They are also likely to read The Sun
and are highly influenced by national
newspapers and advertising which makes this an
effective way to reach them. They are also quite
responsive to SMS texts and information sent to
their phone.
GENERAL
• A group characterised by
low levels of cultural
engagement
• Often living in and around
city areas where plenty of
opportunities are within
easy reach
• Mix of ages, living
circumstances, resources
and cultural backgrounds
• For many low incomes and
unemployment can present
barriers to accessing some
cultural provision
• Two thirds annually engage
with more popular and
accessible culture, some of
this in the local community
and outside the mainstream
• Free, local events like
outdoor arts, festivals and
carnivals may appeal, and so
might popular offerings like
musicals and music events
OPPOTUNITY
Some see themselves as “arty”, but they do have
a slight leaning towards participatory events, and
arts and heritage from cultures other than the
Western mainstream. More sustained, locally co-
created strategies developed with a strong
knowledge of the complexities of a particular
community may be key to longer term
engagement. High-profile musicals may also be a
good way to reach people in this group.

49. PLACE: ACCESS & DISTANCE
Although car ownership is low, as Kaleidoscope Creativity
live exclusively in and around urban centres, they are
likely to be well served by public transport links. The cost
of public transport however could present a barrier to
some, as incomes are often lower than average. Work
with local transport providers therefore might present a
further partnership opportunity.
PROMOTION
Building genuine relationships with people and
communities requires significant effort and investment
of time and money, but is likely to prove the most
effective in reaching and attracting Kaleidoscope
Creativity. Finding community gatekeepers who will
act as and recruit “arts ambassadors” is one of the
best ways to harness effective word of mouth.
Other channels of communication that may be most
effective include advertising which has a strong focus
on providing entertainment as well as information,
newspaper advertising and editorial and SMS text
messaging. Cultural organisations’ web content is
unlikely to be widely browsed, unless “pushed” to
smart phones via relevant apps and social media
networking channels.PARTNERSHIPS
Local community clubs, youth programmes, churches, religious
institutions, healthcare providers, local authorities, community
support workers, voluntary organisations, shops and services all
provide shared touch points with people in Kaleidoscope
Creativity that might have mutually beneficial relationships and
common interests in engaging people through them.
Their interest in fashion and shopping might also lend itself to
promoting the arts and cultural activities as effective ways of
reaching Kaleidoscope Creativity that stakeholders from the
fashion industry might be keen on exploring and developing in
partnerships with arts and cultural organisations.
PLACE: ENVIRONMENT
Events and activities programmed to take place within
conventional theatres, concert halls, museums and
gallery spaces may meet with limited success in
attracting Kaleidoscope Creativity. Instead, community
based activities that take place on their home ground,
e.g. community spaces such as youth clubs, schools or
church halls, or in neutral outdoor and particularly open
spaces are more likely to prove appealing, or certainly
less alienating.
PROGRAMME PREFERENCES
Their favourable disposition towards culturally specific festivals
(such as Mela, Baisakhi and Navratri) are obvious offerings that
might be developed or drawn upon and as these are likely to
be well received. Mainstream and popular events such as
carnivals, musicals and live music events are attended in
greater numbers of people from Kaleidoscope Creativity than
even culturally specific festivals – however, the overall
propensity for them to do so is much less than is seen in the
wider population at large. This means that if you were
generally looking to find an audience (any audience) for a live
music performance you wouldn’t necessarily start by trying to
engage Kaleidoscope Creativity, because comparatively
speaking, they’re less inclined to attend live music events than
most other segments.
However, if you were looking at an activity that Kaleidoscope
Creativity might engage with, you may well consider a live
music performance, because in terms of actual numbers of
people going, more Kaleidoscope Creativity go to live music
events than to culturally specific festivals. Moreover, if you
were trying to find an audience for a culturally specific festival,
you almost certainly would target Kaleidoscope Creativity,
because they’re more likely to engage than people from
almost every other segment.
PARTICIPATION
Considering their propensity to attend arts and
cultural events is comparatively low, Kaleidoscope
Creativity’s disposition to take part in participatory
activities is reasonably good. Being around or just
below national averages in relation to dance (and
possibly culturally specific dance), playing and
creating music, painting and taking part in outdoors
events; activities such as street arts, carnivals and
community festivals therefore provide a potentially
good opportunity.
GIVING & VOLUNTEERING
Amongst the least likely to be involved in
volunteering, fewer than one in five people from
this segment have volunteered in the last 12
months. When they do volunteer it is likely to be
outside of arts or cultural organisations. Very few
have membership of the National Trust or English
Heritage and are more likely to engage in the arts
when it is outside these traditional places in a
community setting.
They are the group most likely to volunteer by
befriending and mentoring others and more likely
to help on committees and in organising events.
PRICING
Expensively priced tickets will present a barrier for
some in this group on low incomes, so a range of
suitable price discounting options are likely to be
necessary. In fact, some of the activities with which
Kaleidoscope Creativity are most well-disposed to
engage with tend to be free. Finding partners to
enable free access, or other revenue streams (such
as retail, donations, funding, or sponsorship) and
volunteering opportunities to help facilitate this may
be important.

52. HOW TO ENGAGE
Participatory activities and festivals offer perhaps the best opportunity to engage Kaleidoscope
Creativity, and particularly those that might take place within community and culturally diverse
settings
Many consider that the arts are not relevant to them and whilst they’re amongst those least disposed to
attending arts and cultural events – and seem to shun conventional classical and contemporary western
formats and stages – many people do consider themselves to be “arty”. This incongruity suggests that
there are artistic needs and aspirations that are not being met through present styles and levels of
cultural provision and opportunity.
Efforts to increase engagement through arts and cultural events, might require careful planning and long
term strategies which seek to reach out to people, demonstrate an understanding of their needs and
aspirations and are delivered in partnership with local communities. This is about building genuine
relationships with communities and audiences, understanding what they want and finding ways to deliver
it to and with them sustainably. Locating key community gatekeepers to foster these creative
relationships and to help communicate and engage with people from this segment will also be important.

53. Affluent and professional consumers of culture.
Commuterland Culturebuffs are mainly older
families and singles, a significant proportion are
households with children and households where
children have left home.
COMMUTERLAND
CULTUREBUFFS
PC KEY AREAS (Above 30%) &
BB 5 1 Blackburn Road, Accrington 60%
BB 1 5 Blackburn (Incl Little Harwood) 61%
BB 2 6 Blackburn (Incl Pleasington) 64%
BB 1 1 Queen's Park, Higher Audley, Blackburn 83%
BB 9 7 Every Street, Nelson 89%
BB 1 6 Brookhouse, Blackburn 97%
BB 1 7 London Road, Blackburn 100%
KEY POSTCODES
KALIDOSCOPE CREATIVITY
PC KEY AREAS (Above 30%) %
BB 9 9 Barkerhouse Road, Nelson 36%
BB 9 5 Brierfield 40%
BB10 1 Burnley Lane, Burnley 47%
PR 1 4 Fishwick, Frenchwood, Preston 49%
BB 5 0 Accrington (Incl Oswaldtwistle, Church) 50%
PR 1 6 St Georges Road, Preston 52%
BB 2 1 Redlam, Blackburn 55%
BB 1 8 Four Lane Ends, Pleekgate, Blackburn 56%