A Wolf/Brown study commissioned by the Theatre Bay Area has been published in a new book called Counting New Beans: Intrinsic Impact and the Value of Art, which I look very much forward to reading. In the meantime I did have a chance to read the Executive Summary which concludes with this diagram:
Similar to the participation model first presented A New Framework for Building Arts Participation, the diagram develops understanding of the relationships between factors.
It would seem that the symbol in red is a critical factor of any presenting programs' success, repeat attendance represents both a leading and lagging indicator of performance. Fortunately, with computerized ticket systems and supporting databases it's an easy metric to track across presenting niches. But as the diagram indicates, there seems to be some question as to what really drives repeat attendance. Its not always the impact of the experience.
The study found that infrequent attendees experience higher levels of impact, but that impact did not necessarily increase their frequency of participation. On the other hand, frequent attendees often experienced lower levels of impact. Familiarity and understanding of the dynamics of a live experience increase with participation, so do expectations.
I think some of the differences in continued participation can be also be contributed to lifestyle. Going to the theatre appeals to ones innate intelligence and social expectations, not unlike frequent participants in the many other leisure activities available. It's what we enjoy when we want a night out. For me, its also the opportunity to experience that special moment when artist and audience connect creating a perfect world. For me it's Nirvana.
It would seem that the symbol in red is a critical factor of any presenting programs' success, repeat attendance represents both a leading and lagging indicator of performance. Fortunately, with computerized ticket systems and supporting databases it's an easy metric to track across presenting niches. But as the diagram indicates, there seems to be some question as to what really drives repeat attendance. Its not always the impact of the experience.
The study found that infrequent attendees experience higher levels of impact, but that impact did not necessarily increase their frequency of participation. On the other hand, frequent attendees often experienced lower levels of impact. Familiarity and understanding of the dynamics of a live experience increase with participation, so do expectations.
I think some of the differences in continued participation can be also be contributed to lifestyle. Going to the theatre appeals to ones innate intelligence and social expectations, not unlike frequent participants in the many other leisure activities available. It's what we enjoy when we want a night out. For me, its also the opportunity to experience that special moment when artist and audience connect creating a perfect world. For me it's Nirvana.
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