Diversify, Broaden, Deepen...

The business of performing arts presenting is highly fragmented and competes with a wide range of other leisure activities. Representing just 18% of the leisure market, performing arts presenters must clearly differentiate themselves from other activities by focusing on the unique benefits they are able to deliver with costs in proximity to alternative activities.

As supported by the leisure literature, increased knowledge and familiarity with an activity leads to greater levels of satisfaction and participation. Participation becomes an end unto itself. Attracting and retaining frequent attendance is dependent on experiences that deepen the knowledge and understanding of the art form or the social context which frames the experience. Frequent participants are much more discerning, having gained considerable skill and knowledge in regard to both the experience and the context of the performance. Pre-show lectures, interaction with performers and artistic staff, as well as extended program notes are examples of activities that increase the intensity and complexity of the experience for participants. Within this context, McCarthy and Jinnet (2001) propose three strategies for developing audience participation in the arts; diversification, broadening and deepening.

Diversification seeks to attract participants that do not perceive the arts as beneficial or accessible as a leisure activity. Presenters that wish to diversity their audience need to create an ongoing communication and education program that presents an authentic representation of the experience of participating. The disinclined that share similar values and aspirations with the presenter will come to perceive the arts organization as a potential supplier of leisure activity. Outreach programs go to where the disinclined gather can be an effective way to create a positive gateway experience. An example would include a symphony quartet playing traditional Christmas music at a mall during the holiday season or performing at local churches. Many presenters have created education programs that support school curriculum, providing performing arts experiences that help teach history, social studies and science. These programs not only provide students with a curriculum based art experience, but create bonds between the community and the presenter. These school performances are attended by students and teachers as well as chaperones and teacher aides that may be participating in a performing arts experience for the first time.

In addition to education and outreach programs, presenters also encourage its current patrons to bring along disinclined friends and relatives by offering discounts or other premiums. Many disinclined will attend with a friend or relative out of obligation and find the participation experience more rewarding than anticipated. The value proposition for the disinclined includes products and services that are accessible to their level of arts education. Attendance at a symphony performance can lead to embarrassment if one applauds between movements; whereas a jazz musician is likely to be discouraged if applause does not follow each and every solo. Each arts discipline has its own conventions and levels of complexity that must be learned. Performers and audience alike have talents and skills that are developed with practice. Many presenters have staff dedicated to audience development activities. Having convinced the disinclined to attend, the experience of the performance must be captivating, enjoyable, and provide the intrinsic benefits that add value beyond the time and money costs of attending.

The perception of value is also central to broadening participation among the inclined. As cited earlier, attendees indicate that not having time and the cost of tickets as the significant barriers. Although the inclined value the arts, they are not likely to attend events unless convinced that the experience will be sufficiently compelling to overcome opportunity costs. Broadening participation requires the presenter to continuously improve the reputation and image of organization while simultaneously reducing the practical barriers to participation. Emphasizing the quality of the performance, the benefits of participating while making access more convenient, less expensive and time consuming, will increase the value proposition for the inclined.

A strategy of deepening experiences for frequent and loyal customers involves providing greater insight into the art, its context, the performers and the arts organization itself. Pre and post show lectures, artist meet and greets, season announcement events all draw the participant into the core of programming. Volunteer programs that encourage the customer to become involved in administration, fundraising and operating the organization deepen the relationship as well and provide significant social interactions. For customers that are more internally focused, challenging and innovative performances create a greater depth of experience. Given the market for the performing arts, the characteristics of participants and the strategies for participation, several customer value propositions are suggested for the performing arts presenter.