This presentation was given during the SouthArts Performing Arts Exchange in Miami, FL on September 20, 2012 by Christy Farnbauch of Strategic Links and Elizabeth Auer from the University of Florida.

1. Connecting with Audiences
on Their Terms
Performing Arts Exchange
Miami, FL
September 20, 2012
Christy Farnbauch Elizabeth Auer
Community Engagement Strategist Assistant Director
Strategic Links University of Florida Performing Arts

2. Personally Meaningful Arts Experience
Describe a personally meaningful performing arts
experience. One where you were an audience member
and not a presenting artist.
o When
was
it?
o Where
did
the
experience
take
place?
o Who,
if
anyone,
was
with
you?
o Can
you
recall
any
sensory
memories?
o What
was
the
impact/value
of
that
experience
for
you?
o Describe
the
experience
with
a
word,
phrase,
or
metaphor

3. Workshop Goals:
" Highlight key findings from audience research that
can be used to engage audiences on their terms
" Explore ways this information can be useful for you

4. Salzburg Global Seminar
The Performing Arts in Lean Times:
Opportunities for Reinvention
"To
engage
with
audiences,
organizaAons
and
arAsts
must
now
not
just
do
things
for
people,
but
instead
do
things
with
people.
It
is
not
that
arAsts
and
organizaAons
must
plan
to
cede
power
to
the
public,
but
that
the
power
is
already
ceded;
organizaAons
must
now
recognize
that
change
and
build
on
it
to
connect
and
engage
with
society."
Adrian
Ellis,
February
2010

5. What Arts Participation Research Tells Us
" Changing
paMerns
of
demand
" Shorter
and
more
intense
experiences
(Ame
starved;
shorter
aMenAon
spans)
" Demand
for
more
interpreAve
assistance,
craving
the
arts
educaAon
experiences
they
had
as
children
" ExpectaAon
that
leisure
experiences
can
be
customized
" ShiQ
towards
more
acAve
forms
of
parAcipaAon
" Audiences
today
have
lower
levels
of
context
and
knowledge
" People
make
last
minute
decisions
to
aMend
events,
and
subscripAon
buyers
have
declined
drasAcally.
" As
more
people
look
to
create
a
work-­‐life
balance,
they
are
interested
in
modest
‘perfect
moments’
as
a
result
of
experiences
that
are
authenAc,
community-­‐based
and
unforgeMable.
Alan
Brown:
www.wol6rown.com
-­‐
“A
Confluence
of
Many
Forces”

6. Who is the “Audience?”
" Who are they?
" How do we find them?
" What do they value?
" What do we need to know about them?
" How do we develop meaningful relationships with them?

7. Audience Engagement Is…
A
unifying
philosophy
that
brings
together
markeAng,
educaAon,
and
arAsAc
programming
to
maximize
impact
on
audiences.
In short…
Audience engagement is a philosophy to maximize impact.
“Making Sense of Audience Engagement,” Alan Brown. 2011

8. Arc of Engagement
“Making Sense of Audience Engagement,” Alan Brown. 2011

9. Typologies of Audiences:
“Making Sense of Audience Engagement,” Alan Brown. 2011

10. In what ways do you currently
segment your audiences?

11. Guiding Question:
What are the expected outcomes of your
audience engagement activities?

12. Things We Know from
Audience Research:

13. Musical Taste is Socially Transmitted

14. Musical Taste is Socially Transmitted
Research tells us…
People will try new music/arts
experiences if they:
" Are invited by someone they know,
like or trust.
" Are introduced to new music through
a “guide” or “mentor.”
" Can sample the new music/art before
purchasing a ticket.
Jazz Arts Group’s Jazz Audiences Initiative - 2011

15. 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Recommendations 86%
80%
from friends or 76%
73%
family 67%
65%
Suggestions from 50%
44%
people you know 38%
29%
64%
Listening to the 74%
77%
radio 78%
80%
48%
Movie soundtracks or 46%
39%
TV shows 34%
31%
44%
50%
Print media 57%
61%
61%
37%
Local clubs/ 34%
41%
promoters 38%
35%
18 to 34
33%
33%
CD reviews 41%
41%
31%
35 to 44
31%
19%
15%
UNFAMILIAR ARTISTS, BY AGE COHORT
YouTube
12%
8%
29%
45 to 54
30%
Music subscriptons 21%
18%
11%
PERCENT REPORTING EACH SOURCE OF INFORMATION ABOUT
21%
Browsing in record 22%
Musical taste is socially transmitted
55 to 64
23%
stores 22%
18%
17%
65+
24%
Satellite radio 24%
25%
18%

16. INCIDENCE OF INITIATORS AND RESPONDERS, BY SEGMENT
50%
45%
Ini,ators (Agreement ra,ng of 6 or 7)
44%
40% Responders (Agreement ra,ng of 6 or 7)
35%
30%
30%
25%
27%
25%
24%
24%
20% 21%
21%
15% 21%
17%
16%
10%
8%
5%
0%
Knowledgeable Jazz-Centered Urban Culture Standard Fare Social Comfort
Musicians Omnivores Dabblers Partners Butterflies Seekers

17. Implications for the Field
Create Incentives for Initiators
" Identify those who regularly bring friends
" Strategies for current subscribers to bring newbies
Transmit taste through mutual
endorsement and artist associations
" Peer to peer recommendations (Yelp)
" South Coast Repertory – Blogger Nights
" Center Theatre Group – “YouReview Booth”
" University of Michigan – UMS Lobby

20. Center Theatre Group – Los Angeles
“Making Sense of Audience Engagement,” Alan Brown. 2011

22. Create Pathways into New Art Forms

23. Create Pathways
Research tells us…
" Music labels (genres) are confusing and
often not relevant
" Often, participation is artist-driven, and
audiences want to know the “back
story”
" Engage people via art forms they
already like
Jazz Arts Group’s Jazz Audiences Initiative - 2011

24. Jazz-Centered Omnivores and Urban Culture
Dabblers are most “democratic” in their arts
attendance
HIGH FREQUENCY ATTENDANCE
(THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY SEGMENT
100%
90%
86%
80%
79%
70%
71%
70%
68%
67%
60%
50%
51%
47%
46%
45%
45%
40%
45%
45%
42%
40%
39%
36%
30%
35%
35%
33%
33%
31%
30%
28%
27%
20%
22%
21%
21%
20%
20%
19%
18%
16%
16%
10%
14%
13%
13%
10%
11%
4%
8%
8%
0%
Knowledgeable Jazz-Centered Urban Culture Standard Fare Social Butterflies Comfort Seekers
Musicians Omnivores Dabblers Partners
Jazz shows Art museums or galleries Rock or R&B shows
Classical music concerts Stage plays World Music Concerts
Broadway musicals

25. There are many pathways into jazz
FREQUENCY OF ATTENDANCE AT DIFFERENT TYPES OF ARTS EVENTS
(THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY PARTNER
Visual 80%
A
Theat rts and
re 70%
70%
70%
69%
68%
67%
65%
60%
64%
58%
50%
54%
53%
51%
49%
48%
40% 45%
43%
41%
40%
37%
37%
34%
30%
34%
34%
34%
33%
32%
31%
29%
27%
26%
24%
20%
23%
23%
23%
21%
21%
20%
19%
17%
17%
15%
15%
10%
13%
12%
9%
9%
9%
8%
3%
6%
0%
JAG JALC Jazz St. Louis SFJAZZ Monterey Sculler's MUPs
Festival
Jazz shows Art museums or galleries Stage plays
Classical music concerts Rock or R&B shows Broadway musicals
World Music Concerts

26. Visual arts are another gateway activity into
jazz
HIGH FREQUENCY ATTENDANCE
(THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY SEGMENT
70%
65%
60%
55%
50%
45%
45%
44%
40%
36%
30%
31%
30%
27%
20%
21%
18%
10%
12%
12%
11%
10%
9%
8%
7%
6%
4%
5%
1%
3%
1%
0%
Music Buffs Social Rockers Arts Omnivores Bluegrass 'n' Barefoot
Art museums or galleries Classical music concerts Rock or R&B shows
Stage plays Broadway musicals World Music Concerts

27. Consumption of live jazz is artist-driven
AVERAGE INFLUENCE OF FACTORS ON LIVE JAZZ ATTENDANCE, BY
AGE AND SAMPLE
7
Average'Ra)ng'(1=Not'influen)al;'7=Very'influen)al)'
Specific artist
6 performing
5 Cost of tickets
4
Day of the week
3
The type of venue
such as a club or
2
theater
1
18-34
35-44
45-54
55-64
65+
18-34
35-44
45-54
55-64
65+
Ticket Buyer Sample Prospect Sample

28. Consumption is artist-driven
MOTIVATIONS FOR ATTENDING BY AGE COHORT (SPRING 2010)
250%
225% 18% Because someone else
10% invited me
200% 33%
26% 7%
8% 9% To experience new or
175%
29% 18%
22%
23% different kinds of music
27%
150% 9% 22%
8% 21% 29% To better appreciate jazz
125% 6%
100% To be connected to my
91% 90%
91% cultural heritage
90%
75% 90%
To hear the specific artist
50% that is performing
25% 50% 48% 42% To spend time with the
36% 31% person(s) I came with
0%
18 - 34 35 - 44 45 - 54 55 - 64 65+

29. Implications for the Field
Determine what other art forms current
and potential audiences already
enjoy
" Genre-bending collaborations
" Opening Acts
" Co-headliners
" Cross-genre artists
Build a new home on the web for
exploring music/performers
" Provide newcomers a place to start, a low-risk opportunity to
hear new sounds
" Create resource for presenters to offer audiences guidance

30. www.umslobby.org

31. Younger Buyers Have More
Eclectic Tastes

32. Younger Buyers Have More
Eclectic Tastes
Research tells us…
" Music labels (genres) are confusing and
often not relevant
" A multi-pronged engagement approach
is required – before, during and after the
show.
Jazz Arts Group’s Jazz Audiences Initiative - 2011

33. Younger buyers are more involved in a
range of music activities
CURRENT INVOLVEMENT IN MUSIC ACTIVITIES,
BY SAMPLE AND BY AGE COHORT
64%
61%
81% 60%
47%
48% 78% 37%
23%
37%
79% 67% 27%
24% 54%
62% 31%
25% 52% 23% 37%
16% 10%
15% 20%
6% 12%
32% 13% 13% 30% 15% 7% 10% 12% 10%
11% 10% 13% 11% 7% 14%
8% 19% 19%
22% 15% 16% 13% 16% 17% 10%
14%
15% 16% 13% 25% 22% 24% 14%
14% 23%
39% 11% 18%
27% 25% 23% 18% 26% 22% 25% 21% 13%
18-34 35-44 45-54 55-64 65+ 18-34 35-44 45-54 55-64 65+
Ticket Buyer Sample Prospect Sample
Play a musical instrument Sing
Perform music in front of an audience Compose, edit or arrange music
Study music history or appreciation Play musical video games
Download and organize music DJ, or mix CDs or playlists

34. Younger buyers have more eclectic musical
tastes
PERCENTAGE OF JAZZ AS PART OF MUSIC
COLLECTION, BY AGE COHORT
Less than 50% 50% 50% or more
100%
15%
90% 25%
34%
80% 8% 41% 44%
70% 7%
60% 13%
12%
50% 10%
40% 77%
68%
30%
53%
47% 46%
20%
10%
0%
18 to 34 35 to 44 45 to 54 55 to 64 65+

35. SFJAZZ Focus Group Research on
Young Jazz Buyers (2008)
" Young adults are resolutely unwilling to categorize
their taste in music.
" The musical tastes of most of the young adults we
interviewed encompass all genres and periods.
" Whether or not it’s jazz, classical, world, ‘noise’
or electronic dance music does not matter as much
as whether they like how it sounds.
“There are only two kinds of music: good music, and
bad music.”

36. Implications for the Field
Provide ways for younger buyers to
sample before buying
" Links to downloading sites
" Gather reviews from people like them

37. 37

38. Informal Settings Are Most Appealing

39. Informal Settings are Most Appealing
Research tells us…
" Audiences prefer space that are
“intimate” and informal, and those that
allow them to feel close to the artist.
" Some audience members expect
“customizable” experiences within one
venue.
Jazz Arts Group’s Jazz Audiences Initiative - 2011

40. Informal settings are most appealing,
even for older buyers
VENUE PREFERENCES, BY SAMPLE AND AGE COHORT
"How much would you like to see jazz in..."
7
Clubs or lounges with
Avg. Rating (1=Not At All; 7=A Great Deal)
small tables
6
Park or outdoor pavilion
with food booths
5
Restaurants with full
menu service
4
Formal concert halls with
chandeliers in the lobby
3
Grungy dive bars with
sticky floors
2 Private homes
1
65+
65+
18-34
35-44
45-54
55-64
18-34
35-44
45-54
55-64
Ticket Buyer Sample Prospect Sample

41. SFJAZZ Focus Group Research on
Young Jazz Buyers (2008)
" All prefer venues that are small, intimate and hip.
" They are drawn to the casual interactions that a
venue can encourage.
" They prefer to have the option of “dropping in” to a
venue without having to pay an entrance fee or
appear at a particular time.
" They want to make choices as to how to
experience the music, and their choices will vary
from night to night.
" In general, young adults seek connection to other
audience members and musicians, and also to
place.

42. Some want to dance while others prefer
to be intellectually engaged
"I PREFER JAZZ THAT..." BY PARTNER
Jazz Arts Group Jazz at Lincoln Center Jazz St. Louis
SFJAZZ Monterey Jazz Festival Sculler's Jazz Club
50% MUP Consortium
45%
46%
46%
40%
38%
35%
37%
34%
33%
33%
30%
32%
32%
30%
25%
27%
26%
25%
20%
20%
20%
19%
19%
19%
15%
16%
15%
14%
10%
12%
11%
10%
10%
10%
9%
9%
8%
5%
7%
7%
7%
6%
6%
4%
0%
Makes me tap my Takes me back to Makes me think or I can sing or hum Tugs on my
toes and want to another time or challenges me in along to heartstrings
dance place some way

43. Implications for the Field
Develop new business models for
presenting jazz/music in more intimate
spaces
" Use “found” community spaces
" Design temporary or mobile spaces
" Transform community spaces into music clubs
" Re-contextualize spaces within traditional venues

44. Garden Theatre – Columbus, Ohio
44

45. Garden Theatre – Columbus, Ohio
45

46. Garden Theatre – Columbus, Ohio

47. Audiences Have Unfulfilled Desires
to Actively Participate in Art Making

48. Audiences Have Unfulfilled Desires to
Participate
Research tells us…
" Audience members often have an
“unfulfilled interest” in direct
participation. (i.e., playing a musical instrument)
Jazz Arts Group’s Jazz Audiences Initiative - 2011

49. “Unfulfilled interest” is highest for ‘play a
musical instrument’ and ‘study music history/
appreciation’
PERCENT "UNFULLFILLED INTEREST"MORE
NET
PERCENT WHO ASPIRE TO DO MORE VS. THOSE WHO ARE
WHO ASPIRE TO DO
CURRENTLY ACTIVE
Aspire to Do More Currently Active Net Unfulfilled Interest
60%
Aspire to Do More Currently Active
54%
54%
50%
40%
41%
30%
34%
31%
30%
25%
24%
20%
20%
20%
19%
16%
15%
14%
14%
10%
11%
10%
4%
5%
3%
6%
0%
-3%
-10%
-22%
-24%
-20%
-30%
Play a musical Sing Perform in Compose or Study music Play musical Download and DJ or make
instrument front of an arrange music history video games organize CDs or
audience appreciation music playlists

50. High interest in playing and learning about
music is consistent across segments
CURRENT VS. ASPIRATIONAL INVOLVEMENT, BY SEGMENT
64%
82%
13%
57%
15%
21%
70% 41%
27% 25%
60%
37% 18% 38%
71%
54% 30% 20%
54% 36%
65% 45%
34% 34%
55% 41% 12% 9%
15% 19% 21%
71% 20% 8% 32%
68% 53% 33% 40% 16% 26%
7% 34%
18% 25% 25% 10%
7% 14% 17%
93% 15% 49% 26% 23%
19% 11% 11% 72% 63% 57% 66%
11% 15% 50% 41%
18% 24% 19% 9%
11% 11%
Butterflies
Butterflies
Omnivores
Omnivores
Knowledgeable
Dabblers
Standard
Knowledgeable
Dabblers
Standard
Comfort
Comfort
Seekers
Seekers
Partners
Partners
Culture
Culture
Centered
Centered
Urban
Urban
Fare
Fare
Social
Social
Jazz-
Jazz-
Musicians
Musicians
CURRENTLY INVOLVED ASPIRE TO IN THE FUTURE
Play a musical instrument Sing either alone or with a group
Perform music in front of an audience Compose, edit or arrange music
Study music history or appreciation Play musical video games
Download and organize music DJ, or mix CDs or playlists

51. Implications for the Field
Create Ways for Adults to Actively
Participate
" “Rusty Musicians” Programs
" Fantasy Camps
" Offstage at the Jazz Academy
" Backstage at the Lincoln

56. Closing Thoughts
" What more would you like to learn from this
work?
" In what ways would you like to engage in or
learn from the research?
" What information/ideas have you heard
today that you could put into use tomorrow?
" Additional Questions?

57. Thank You!
For More Information:
Christy Farnbauch
Community Engagement Strategist
614-657-4406
Christy@strategiclinks.info
www.strategiclinks.info
Elizabeth Auer, Assistant Director
University of Florida Performing Arts
352-273-2470
eauer@performingarts.ufl.edu
www.performingarts.ufl.edu