My audiences, your audiences: Developing theatre patrons as a community
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Seven theatres. 10 seasons of data. One community. Learn what this study, completed in January 2015, reveals about theatre patrons in one community and their buying and giving habits. The importance of audience development and retention shines through, in light of data analysis on how Washington, D.C. theatres are attracting and holding on to patrons. Zoom in on trends in patronage in this community, including new theatre-goers and patrons who attend multiple theatres. Learn about the clusters of patrons in this community who look demographically or transactionally similar. Unlock the secrets of audience behavior that may point to trends in your own community. In this session, you’ll learn: • The benefits of a community wide market research campaign. • The actions this community is taking as a result of the research findings. • The role of audience development initiatives in strengthening loyalty and attendance patterns.
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My audiences, your audiences: Developing theatre patrons as a community
- 1. MY AUDIENCES, YOUR AUDIENCES Developing theatre patrons as a community Jill Robinson, TRG Arts Chris Jennings & Michael Porto, Shakespeare Theatre Company Edgar Dobie & Khady Kamara, Arena Stage Copyright © 2016 TRG Arts All Rights Reserved
- 5. Too much theatre. Is there such a thing?
- 6. This Project The Questions What audience trends are DC Theatres seeing? -overall -demographically -behaviorally (loyalty-wise) Are we competing? (Is there too much theatre?) How does loyalty to one theatre impact my loyalty to theatre in DC? What is the demographic make up of our audience and how is it changing?
- 7. This Project Orientation and Scope Study Group: 7 Theatres Arena Stage Ford’s Theatre Shakespeare Theatre Signature Theatre Studio Theatre Theater J Woolly Mammoth Theatre 10 Seasons of data: Summary data: 2004 through 2008 Transactional data: 2009 through 2013
- 8. Photo: Mirjam van den Berg (CC BY 2.0) Collaboration: not kum-by-yah
- 9. The Findings How does growth impact patrons?
- 10. increase in theatre- going households over the decade 1 13%
- 11. All Theatres, All Households Summary – 2004-2013 13% Overall increase in households from 2004 to 2013
- 12. 0 20,000 40,000 60,000 80,000 100,000 120,000 2009 2010 2011 2012 2013 Households Total Household Trends Total HHs New-to-File Attrition All Theatres, All Households 2009-13 Household Growth 18% Total HH Growth 25% New-to- File Decline 62% Growth in Attrition
- 13. Growth in every category, donors uneven 2
- 14. 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 2009 2010 2011 2012 2013 Households Single Ticket Buyer Household Trends Total HHs New-to-File Attrition Single Ticket Buyers Mirrors Overall Household Trends 25% Single Ticket HH Growth 22% New-to- File Decline 67% Growth in Attrition
- 15. $- $20 $40 $60 $80 $100 $120 $140 $160 $180 $200 2009 2010 2011 2012 2013 Single Ticket Revenue Per Household All Theatres Revenue/HH Single Ticket Buyers Per-Capita Revenue Growth 33% growth in average single ticket investment per household
- 16. 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 2009 2010 2011 2012 2013 Households Subscriber Household Trends Total HHs New-to-File Attrition Subscribers 20% Household Growth! TRG National Analysis Group: 1% Subscriber Growth
- 17. 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 2009 2010 2011 2012 2013 Households Donor Household Trends Total HHs New-to-File Attrition Donors Erratic Philanthropic Trends 5% HH Decline 64% New-to- File Decline 42% Growth, but ERRATIC Attrition
- 18. more likely to return in the future. 32.4 more likely to return in the future.2.1 Households already existing in the database: Same season multi buying patrons:
- 19. Total Patrons 319,369 100% Visited only one Theatre 273,007 85% Visited multiple Theatres 46,362 15% Multi-Buying Across theatres # of Theatres Visited # of HHs % of HHs 7 113 0.04% 6 422 0.13% 5 1249 0.39% 4 3464 1.08% 3 9433 2.95% 2 31679 9.92% 1 272979 85.48%
- 20. Organization Theatre #1 Theatre #2 Theatre #3 Theatre #4 Theatre #5 Theatre #6 Theatre #7 Theatre #1 - 18% 25% 15% 18% 9% 15% Theatre #2 35% - 21% 17% 11% 7% 10% Theatre #3 35% 14% - 11% 16% 9% 15% Theatre #4 33% 18% 17% - 13% 7% 11% Theatre #5 31% 9% 20% 11% - 10% 18% Theatre #6 28% 10% 19% 10% 18% - 15% Theatre #7 30% 10% 21% 10% 20% 10% - Crossover Theatres that drive attendance and those with unique audiences Total Patrons 319,369 100% visited only one org 273,007 85% visited multiple orgs 46,362 15%
- 21. 4 INCREASE in local patrons19% DECREASE in national patrons16%
- 22. Geographic Analysis Local Buyers - 2009
- 23. Geographic Analysis Local Buyers - 2013
- 24. Geographic Analysis National Buyers - 2009
- 25. Geographic Analysis National Buyers - 2013
- 26. 5 Growth in young demographics, older patrons more frequent
- 27. Young Starters 21% Gen X Singles 9% Established Families 18% White Collar Families 14% Educated Boomers 22% Affluent Empty Nester 16% DC Theatres Demographic Clusters Families Demographic Clusters Six Clusters, Three Categories
- 28. - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 2009 2010 2011 2012 2013 Demographic Clusters by Season Young Starters Gen X Singles Established Families White Collar Families Educated Boomers Affluent Empty Nesters Demographic Clusters Growth across all clusters 14% Growth in Boomer Clusters 22% Growth in Family Clusters 32% Growth in Singles Clusters
- 29. # of Theatres Visited 1 2 3 4 5 6 7 Young Starters 82.21% 12.48% 3.61% 1.13% 0.40% 0.15% 0.01% Gen X Singles 81.31% 13.24% 3.76% 1.13% 0.34% 0.17% 0.05% Established Families 82.38% 12.12% 3.46% 1.38% 0.48% 0.12% 0.06% White Collar Families 81.94% 12.37% 3.78% 1.33% 0.43% 0.11% 0.04% Educated Boomers 75.76% 15.58% 5.37% 2.10% 0.83% 0.27% 0.07% Affluent Empty Nesters 76.00% 15.34% 5.11% 2.28% 0.89% 0.29% 0.08% Demographic Clusters Most are single-theatre patrons Total Patrons 319,369 100% visited only one org 273,007 85% visited multiple orgs 46,362 15% Boomer clusters tend to visit more theatres than younger demographic clusters
- 30. 6 of households are “Single Ticket Experimenters”82%
- 31. DC Theatres Transactional Clusters Transactional Clusters Six Clusters, Three Categories
- 32. - 20,000 40,000 60,000 80,000 100,000 120,000 2009 2010 2011 2012 2013 Transactional Clusters by Season Single Ticket Experimenters Experimenting Loyalists Donor/Ticket Buyer Dabblers Regular Subscribers Power Buyers Loyalists Transactional Clusters Growth across all categories 6% Growth in Enthusiast Category 24% Growth in Dabbler Category 19% Growth in Experim. Category
- 33. 7 The more theatres a patron visits, the more loyal their behavior
- 34. # of Theatres Visited 1 2 3 4 5 6 7 Single Ticket Experimenters 89.30% 8.24% 1.81% 0.50% 0.12% 0.03% 0.01% Experimenting Loyalists 98.60% 1.26% 0.13% 0.01% 0.00% 0.00% 0.00% Donor/Ticket Buyer Dabblers 66.47% 22.35% 8.40% 3.16% 1.17% 0.37% 0.08% Regular Subscribers 50.86% 28.17% 12.60% 5.63% 1.87% 0.76% 0.12% Power Buyers 52.33% 25.97% 13.01% 5.43% 2.25% 0.89% 0.13% Loyalists 39.92% 24.14% 16.52% 9.89% 6.23% 2.28% 1.02% Multi-Theatre Buying More loyal attend more The more theatres a patron visits, the more loyal their behavior Total Patrons 319,369 100% visited only one org 273,007 85% visited multiple orgs 46,362 15%
- 35. Cluster Crossover Young Starters Gen X Singles Established Families White Collar Families Educated Boomers Affluent Empty Nesters Single Ticket Experimenters 21.8% 9.4% 18.4% 14.7% 20.8% 15.0% Experimenting Loyalists 20.6% 7.2% 17.9% 14.3% 22.1% 17.9% Donor/Ticket Buyer Dabblers 17.6% 8.3% 16.3% 13.7% 26.0% 18.1% Regular Subscribers 18.8% 8.5% 15.1% 13.4% 26.2% 18.1% Power Buyers 17.5% 7.5% 14.6% 13.2% 29.4% 17.8% Loyalists 12.8% 5.4% 14.9% 12.0% 32.4% 22.5% Cluster Crossover Young Starters Experimenters; Boomers demonstrate higher loyalty
- 36. Image by opensource.com (CC BY-SA 2.0)
- 37. Growing each theatre’s existing patron base must be a key priority.
- 38. Multi-theatre buying grows loyalty.
- 39. Single Ticket Buyers: New-to-file retention programs are key.
- 40. Subscribers: Positive growth, but theatres must be vigilant!
- 41. Donors: Upgrade programs must be incorporated as standard practice.
- 42. Photo: r2hox (CC BY-SA 2.0) Data doesn’t do. People do.
- 44. What was surprising? What was affirming?
- 45. What about those subscription numbers?
- 46. What was easy? What was hard?
- 49. MY AUDIENCES, YOUR AUDIENCES Developing theatre patrons as a community Jill Robinson, TRG Arts Chris Jennings & Michael Porto, Shakespeare Theatre Company Edgar Dobie & Khady Kamara, Arena Stage Contact TRG: LetsTalk@trgarts.com www.trgarts.com Copyright © 2016 TRG Arts All Rights Reserved
- 50. Data-driven artistic planning An online workshop in 3 parts September 28, 2016: Ben Cameron November 16, 2016: Angela Gieras and Eric Rosen of Kansas City Repertory Theatre January 11, 2017: Heather Redfern of The Cultch trgarts.com/CFR
- 51. MY AUDIENCES, YOUR AUDIENCES Developing theatre patrons as a community Jill Robinson, TRG Arts Chris Jennings & Michael Porto, Shakespeare Theatre Company Edgar Dobie & Khady Kamara, Arena Stage Contact TRG: LetsTalk@trgarts.com www.trgarts.com Copyright © 2016 TRG Arts All Rights Reserved