ARTSblog

Letitia F. Ivins

This post is part of a series on emerging trends and notable lessons from the field, as reported by members of the Americans for the Arts Emerging Leaders Council.

In the midst of the recession, the “pop-up” has emerged widespread among visual artists as a vehicle for aesthetic and social engagement.

From the intimate and homemade to the mobile and socially ambitious, we have come to love artwork that “pops–up” in unexpected places. Whether an endearing artist crafted paper box cottage from which bear cub-sized tarts are doled or an urban planning mobile that functions as community organizer, the pop-up’s inherent temporality is creatively freeing.

What else makes the contemporary pop-up, with its entrepreneurial yet modest, if any, commercial interest so enchanting?

I write this post on my return from my first Art Basel Miami Beach. While I relished the fair art experience (a pop-up in all its garish glory) one of the most memorable artworks was the offbeat public art pop-up Transformer: Display of Community Information And Activation led by LA-based artists Olga Kouramoros and Andrea Bowers. Read the rest of this entry »

Popularity: 14%

Wayne Andrews

Competition is hard. In the business world market share, loss leaders, and incentives are used to drive product loyalty. This does not work in the creative economy.

You can’t coupon a radio listener into supporting your local songwriter’s organization, or celebrate that the ballet has gained market share over the orchestra.

The arts are one of the few business models where we don’t celebrate growth by one organization over another. Never have we heard the Opera Generation is involved in an art war with New Ballet.

There are a host of incentives and promotions arts groups utilize to entice people to try the ballet or opera. Every arts group has tried a “pay what you can night” or “free tickets promotions” hoping to expand their audience.

Still I don’t care that a prune is a dried plum because to many people it is still a prune. Just as opera is opera or modern art is confusing. Most products realize once the discounted price, coupon, or gimmick that lured the consumers to buy their brand of soap is gone, and so is the customer.

How will art groups build a new audience? By merging more than marketing efforts, but by merging their programs. Read the rest of this entry »

Popularity: 10%

María Muñoz-Blanco

Almost a century ago, a gentleman by the name of Henry Garrett (then superintendent of the Dallas Police & Fire Signal System) installed a 50-watt radio transmitter in the central fire station to transmit fire alarms to the other Dallas fire stations.

Between fire alarms, Garrett connected the transmitter to a phonograph and played his collection of classical music recordings. Thus began the life of WRR, which 90 years later (and with a much, much stronger signal) is one of the divisions of the City of Dallas Office of Cultural Affairs.

WRR 101.1 FM is a 24/7 classical music station, operating under an FCC commercial radio license. Because of this commercial license, WRR is what we call in the city an enterprise fund: the station sells advertising to generate revenues to cover its operating expenses, pay for capital upgrades, and keep an operating cash reserve.

The station plays an important role as the voice of the arts in North Texas, providing a venue for call-to-action advertising for arts organizations. I never expected to be in the radio business, but I find that many of the strategies used by the station to meet its bottom line can be successfully applied elsewhere in the agency and by our local arts organizations. Read the rest of this entry »

Popularity: 9%

David Schillhammer

The Orlando Philharmonic Orchestra’s ticket sales are up again this year, shattering local and national sales trends.

With several months left in the year, our box office is already seeing a 10 percent increase in subscriptions over this time last season, and renewal rates for freshman subscribers are over 53 percent and growing. This is the fifth year in a row we’ve had such gains.

Subscriptions to the orchestra’s “Super Series” have been steadily rising over the past five seasons. So far in 2011-2012, the orchestra has sold over 3,432 subscription packages, 300 more than this time last year, and a huge increase over the 1,500 sold in 2006-2007.

Our recipe for success? Marketing, innovative programming and outstanding customer service.

In the fall of 2007, we began working with freelance arts marketing guru Jack McAuliffe, president of Engaged Audiences, LLC, who pushed us to stop devaluing tickets through “buy one, get one” offers, and focus on marketing subscriptions. Specifically, he challenged us to convert one-time concert attendees into two- and three-time attendees, and then into long-term subscribers. So in 2007-2008, we began a targeted effort to grow subscriptions.

Here’s our method: Read the rest of this entry »

Popularity: 14%

One of the prompt questions for this blog salon was, “What research is affecting your marketing and fundraising strategies?”

TRG’s research on arts patrons by generation has really given me perspective on where the arts are today and what we need to plan for long-term. Right now—even amidst the recession, organizational bankruptcies, and funding pullbacks, today may be the “good old days” for arts marketing.

There are four generations of arts buyers in the market right now. Each cohort is born roughly between these dates:

Traditionalists, born before 1945
Baby Boomers, born between 1946 and 1964
Generation X, born between 1964 and 1981
Generation Y, born between 1982 and 1995 Read the rest of this entry »

Popularity: 17%

Christy Farnbauch

The Jazz Arts Group (JAG) in Columbus, OH, along with its national research partners recently completed a two-year study focused on the attitudes of current and potential jazz ticket buyers throughout the U.S. and in Central Ohio.

The research process involved a variety of research methods, including a music listening study, electronic and print surveys, and a literature review. The Jazz Audiences Initiative (JAI), launched in November 2009, was designed to study fundamental questions about how and why people engage with jazz. The main goal was to learn new ways for engaging audiences, and infusing the art form with new energy.

Once all the data was distilled, the following key findings emerged:

1.    Tastes in music are socially transmitted.
2.    Across western-based art forms, jazz still draws a relatively diverse audience.
3.    Consumption of jazz is artist-driven.
4.    Music preferences are shaped by local programming.
5.    Younger buyers have categorically more eclectic tastes in music.
6.    There are many musical pathways into jazz.
7.    Jazz buyers strongly prefer informal settings. Read the rest of this entry »

Popularity: 6%

David Dombrosky

During last year’s Arts Marketing Blog Salon, I stated that an individual or organization’s motivation for using social media is a primary factor in forecasting whether or not their efforts will be successful. This remains true, but even those who are truly motivated to engage their audiences can derail themselves with their approach to content.

Recently, I had the pleasure of speaking with a number of performing arts presenters, agents, and artists at the Performing Arts Exchange about their web strategies, use of social media, and engagement with mobile audiences. Throughout the course of these conversations, I noticed two important strategic elements for those experiencing success with social media.

Consider your content choices from the audience’s point-of-view.  
One of the most common issues I find in social media practice is that people often select content based on what they want to share. For example, one of the agents I spoke to at the conference had created a Facebook page with performing arts presenters as its intended audience. I noticed that a predominant number of the posts on the page were announcements for where her artists would be performing in the near future. When I asked her how this information is useful to presenters visiting the agency’s page, she was confused by the question. From her perspective, it was a no-brainer that anyone coming to the page would want to know this information. Read the rest of this entry »

Popularity: 6%

Jeff Scott

As the news cycle has been dominated with concerns over the debt ceiling and the potential dangers associate with default, we are painfully reminded that our economy is far from stable. It seems increasingly likely that the way forward will include some kind of austerity measures, such as spending cuts, downsizing of government agencies, and entitlement reforms.

Many Americans would probably argue that these measures are reflective of what many households have had to do in recent years in order to make ends meet. Such conditions have of course been a severe hit to many arts organizations. Patrons are trimming their entertainment budgets; corporations and foundations are limiting donations, et cetera, et cetera. We all know this story.

In spite of this, we still see major regional theatres mounting massively expensive productions at high ticket prices. What is even more interesting is the growing number of discounted tickets being sold by the theatres via websites such as Groupon and Goldstar, which suggests a difficulty in filling the house at such high prices. Read the rest of this entry »

Popularity: 11%

Robbie Q. Telfer

An important principal to the Encyclopedia Show is diversity. I had mentioned earlier diversity of artistic genre – we try to get not only poets, but solo performance artists, visual artists, creative nonfiction and fiction writers, musicians, comedians, live animals, experts on the topic, jugglers, etc…

Demographic diversity is also extremely important to us. We have youth perform in every show, as well as people coming from as many different communities as possible – and in hyper-segregated Chicago, that might mean more. A larger goal of our show is to replicate all human emotions, so we’re trying to bring in all humans.

The key to diversity, though, is not to tokenize people from outside my demographic (white guy), but to try honestly to understand the values of the different communities I am pulling from and featuring only excellent representatives.

It makes for a bad show if you don’t care how the non-white guy’s pieces turn out just because you feel guilty about institutionalized racism. Also, tokenism is infantilizing and deeply insulting. Read the rest of this entry »

Popularity: 14%

Robbie Q. Telfer

I often encounter so-called “serious” artists who scoff at the idea that what they’re doing is entertaining. Art should raise up its audience, not stoop to meet them.

I certainly agree that art must challenge audiences, but if you’re not considering the entry points for your audience, then you’re not a serious artist at all. You might just be an insecure gatekeeper.

Essentially, entertainment is a contract of considerate communication with strangers. Entertainment is not a distraction or empty goal. Entertainment is noble; it is the way we survive our mortality without slipping into depression.

To produce events with entertainment in mind means you are interested in your audience enjoying and receiving the messages you want to proffer. This is what I’ve learned from the initial concept behind the poetry slam created by Marc Smith, and used as a foundation for the Encyclopedia Show: if you are not creating art to commune with an audience, then you are creating art that you think people should be obligated to digest. Read the rest of this entry »

Popularity: 14%

Patricia Martin

Open talk about new business models in the arts is a cultural signal. It’s a watermark that tells us the tides are shifting. Digital culture is eroding some of art’s traditional value proposition.

That’s not what worries me.

This does: Even if the arts can come to occupy a new role in people’s lives, will they will be able to communicate this role to attract new users—especially younger audiences?

Cultivating younger audiences will be important. They are the future. But using marketing messages and tactics from the past to reach them might mean that your organization—no matter what its business model, will not be around to see them join your ranks.  Read the rest of this entry »

Popularity: 15%

Every country, society, and culture places a different value on the arts.

It’s no secret that Americans love pop culture.  Meanwhile, our symphonies, orchestras, and ballets are struggling to stay in business.

In Holland, social workers are trained in the arts for the purpose of improving communities and everyday quality of life through arts learning and participation.

Meanwhile, in Bali, gamelan concerts can last for hours and sometimes days.

In Lima, Peru, concerts often start two hours later than scheduled.

No matter where you go, there may be subtle or obvious cultural differences from the way we do things in the United States.

Working in the realm of international arts management means learning to understand and work with those cultural differences.   Read the rest of this entry »

Popularity: 15%

Randy Cohen

On January 31, National Endowment for the Arts Chairman Rocco Landesman posted a blog about (1) the issue of supply and demand in the arts and (2) the ratio of arts administrators to artists.  I had the opportunity to augment the first point using additional data as well as clarify the second in my posting.  Because these are two issues that may arise for you, we thought it worth posting here so you have the facts at your fingertips.

An examination of years of trend data indicate that demand for the arts is indeed lagging supply. The good news is that it also indicates that audiences are not walking away from the arts, but rather broadening how they choose to engage in the arts.

There is also one noteworthy correction to be made in the Chairman’s numbers and thus, one of his points.

On the supply side:

In our annual National Arts Index report, released just two weeks ago, we track the Urban Institute’s count of registered nonprofit arts organizations as one of our 81 national-level indicators. In the past decade, the number of nonprofit arts organizations in the United States has grown 45 percent (75,000 to 109,000), a greater rate than all nonprofit organizations, which grew 32 percent (1,203,000 to 1,581,000). Or to take the more startling look, between 2003 and 2009, a new nonprofit arts organization was created every three hours in the U.S. Read the rest of this entry »

Popularity: 11%

Does any of the stuff we do all day actually work? Surely much of it does. And some of it surely doesn’t. So, how do we figure out which is which, and do more of what works?

As Director of Marketing and Communications for a small-but-growing Chicago theater company, these were the questions at the top of my mind nearly two years ago when an opportunity arose to attend an education series on the subject of return-on-investment, co-sponsored by Chicago’s Department of Cultural Affairs and the Wallace Foundation. What I learned in that workshop put me on a path to revolutionize several aspects of TimeLine Theatre’s marketing with the goal of measurement. Now I understand in much greater detail what works (and what doesn’t so much). And I am thrilled that I’ll get the chance to share some results and tools as a first-time presenter at this year’s National Arts Marketing Project Conference.

TimeLine Theatre is an Equity theater located on the north side of Chicago (just a few blocks from Wrigley Field, home of the Cubs), dedicated to presenting stories inspired by history that connect with today’s social and political issues. With a budget of about $750,000 and just four full-time staff members, we are — like I’m sure all of you — required to make the most of limited resources. The more I learn about ROI, the more I understand that implementing techniques to measure the actual results of marketing tactics is not a “should do” toward this goal. It is a “must do.” Read the rest of this entry »

Popularity: 6%

Our society has changed – dramatically – over the past few decades.  We talk about it all the time in the context of business (flattening), government and politics (opening) and community (connecting).

What about arts and culture?

Arts and culture organizations are always hunting for new ways to effectively engage their target audience and to drive the kind of action (donations, sales, and sponsorship) necessary to thrive–especially in challenging economic times.  Today’s organizations have more than enough communication tools to get the job done, yet the combination of rapid technological innovation and continuous social shifts has left many organizations struggling to stay focused and execute their ideas.

To survive, let alone thrive, arts and culture organizations need to understand a few important things.

1) Big things are afoot. The public is more engaged than ever before, more capable of collecting and sharing information with a wider audience–for free–than at any point in our history.  This drives greater interest in arts and culture, and the creation of a more diverse and interesting society.  This isn’t just about having more people sharing stories, showing off their talent, building a following because the barriers to entry are lower.  This isn’t just about finding hidden talent far down the long tail of media and elevating them to the status of super celebrity because the institutional structures that once controlled everything are breaking down.  The impact of technology and the internet on arts and culture is profound.  This is the beginning of a shift that will redefine every aspect of our society. Read the rest of this entry »

Popularity: 9%