ncp segmentation report v4 external€¦ · • the overall average age of ncp buyers is 58, with...

© 2014 WolfBrown

Ticket Buyer Segmentation Report (version for external distribution)

Commissioned by the Newman Center for the Performing Arts

August 2014

© 2014 WolfBrown

Table of Contents

3 Background and Method 4 Key Findings 8 Ticket Buyer Segmentation Results and Segment Profiles 21 Key Characteristics of the Nine Segments 30 Examining Risk 37 Exploration of Preferences 41 Appendix 1: Summary Comparison Tables 54 Appendix 2: Survey Protocol

© 2014 WolfBrown

Background and Method •  This report is part of a larger study Newman Center Presents conducted in 2014 to align artistic

programming with community needs and interests. It reports results from a customer segmentation survey administered to Newman Center Presents (NCP) buyers as of July 2014.

•  The goal of the survey was to examine ticket buyers’ preferences and attitudes, and to test new programming ideas explored in previous focus group discussions with ticket buyers and non-users. Specifically:

–  What are the performing arts preferences and tastes of NCP ticket buyers and potential ticket buyers? –  What are their attitudes about seeing unfamiliar artists? –  What underlying values drive their consumption patterns? –  What kinds of live arts experiences are they most likely to demand? –  How can the NCP and potential NCP audience be segmented most usefully, for marketing and programming

purposes? –  How do preferences, attitudes and behaviors vary by segment, age, and experience?

•  The survey design and subsequent analysis are based on a segmentation model developed for Major University Presenters (MUPs) consortium in 2009 to allow for comparison between NCP buyers and other, similar presenters.

–  Utilizing this protocol and segmentation scheme provided an important opportunity to understand how the NCP audience is like other university presenting audiences, and how they might differ.

•  The survey was administered online to 2012/13 and 2013/14 NCP buyers. Out of 5,020 emails set, a total of 1,143 buyers completed the survey, for a 23% overall response rate. This rate is towards higher end of response rates seen in other online surveys WolfBrown has conducted.

–  Subscribers responded at double the rate of single ticket buyers (46% vs. 21%). This “loyalty” bias is mitigated by weighting results based on subscriber status, so that the ratio of subscribers to single ticket buyers in the survey sample mirrors that in NCP’s database.

•  The body of the report focuses on reviewing results through the lens of segmentation and age for NCP buyers only. The tables in Appendix 1 provide detailed comparisons with six other MUP presenting programs.

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© 2014 WolfBrown

Key Findings

•  The overall average age of NCP buyers is 58, with only 16% under 35, and 38% age 65 or older. –  The median age in the Denver-Aurora-Bloomfield MSA is 36. In order to generate new audiences, NCP should consider

how it could increase its reach into this younger demographic.

•  Three in ten respondents reported an association with the University of Denver, primarily alumnus or alumna (18%). The proportion of DU-affiliated buyers is lower in comparison to other MUP campuses, which attract higher percentages of both staff and alumni.

–  The one exception is the Annenberg Center at University of Pennsylvania, whose affiliation profile is similar to NCP’s. –  The proportions of students (3%) and faculty (3%) in the ticket buyer sample are extremely low for a campus presenter.

This suggests a need for a renewed focus on campus engagement.

•  Only 13% of buyers professed a strong allegiance to NCP (ratings of 6 or 7 on a scale of 1 to 7), compared to 29% who report little to no allegiance (ratings of 1 or 2), and 58% with moderate allegiance (ratings of 3 to 5).

•  Similarly, only 11% of buyers are highly inclined to buy subscription packages, in comparison to 17% of MUP consortium buyers, on average.

–  How could a re-imagined product line increase loyalty and potential interest in subscribing, particularly in regards to younger buyers who exhibit lower levels of allegiance?

•  About one-quarter of NCP buyers are advance planners, whereas another quarter are spontaneous decision makers. NCP may consider expanding its offers to capture both early and late planners, given the similar make-up of each in its buyer base.

•  In general, NCP buyers are slightly more likely to be “Initiators” (i.e., “plan cultural outings for friends”), than “Responders” (i.e., “more likely to attend if someone invites me”). Initiators tend to lead decision-making for their larger group of friends and family.

–  What could NCP do to activate “initiators?”

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© 2014 WolfBrown

Key Findings, continued

•  Given that NCP is interested in building new audiences for unfamiliar or challenging artistic work, respondents were asked about their openness to risk. If offered a choice between a performance that respondents know they will enjoy, versus an unknown, more risky alternative (i.e., unfamiliar and uncertain), 70% of buyers would choose the safer option. There isn’t much variation by age, however, subscribers are slightly more likely to be open to the riskier alternative than single ticket buyers.

–  How does loyalty play a role in increasing openness to risk? Loyalty initiatives, where NCP engenders a stronger relationship with the organization, as opposed to the individual performer or event, will help build trust in its programming choices, and encourage more buyers to take a chance with new work.

–  Similarly, appetite for new work is strongest for new dance and theatre pieces, compared to musical compositions. It is likely that NCP’s current programming mix has encouraged this appetite for dance.

•  Two other summary indicators were developed: 1) a “cross-cultural interest” score, which describes the extent to which respondents are interested in a variety of different cultures; and 2) a “wired” score, which describes attitudes and interest in utilizing technology for engaging with artistic experiences.

–  Cross-cultural score is highly associated with risk. In other words, respondents who reported higher interests in a variety of cultures also were more likely to report greater openness to risky content and experiences.

–  Not surprisingly, younger buyers have higher scores for cross-cultural interest and ‘wiredness,’ in comparison with their older counterparts. Programming for this demographic must incorporate multi-cultural content into the mix, and provide for technology-based modes of engagement.

•  An investigation of preferences for engagement revealed that 22% of all respondents like to prepare in advance, in general, and 26% like to debate afterwards. All buyers are most likely to talk to friends about the experience afterwards (rating of 5.9 out of 7), followed by searching for information online (rating of 5.4). Younger buyers, on average, are more likely to take part in “active” forms of engagement (e.g., participate in a workshop or stay afterwards for a talk).

–  An organization’s website is often its primary vehicle for engaging audiences. It is the first place many buyers look for contextual information, and a resource for further extending and uncovering greater meaning from their artistic experiences. Does NCP provide adequate information and engagement opportunities for its current and potential ticket buyers?

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© 2014 WolfBrown

Key Findings, continued •  Respondents were asked about their preferences for a range of 23 different types of music, dance, theatre and

other artistic forms. Factor analysis, a data reduction technique, was conducted on the results in order to undercover underlying dimensions of preference. The analysis resulted in nine preference factors: 1) Classical music and classical plays; 2) Contemporary speakers/debates/poetry reading/film/plays; 3) World music and ethnic dance; 4) Folk music/country/gospel; 5) Broadway musicals and comedy; 6) Contemporary music (both classical and jazz); 7) Dance – modern and ballet; 8) Hip Hop/rap/rock/R&B; and 9) Arts programs for children and families.

•  Respondents under 35 were most likely to be associated with Hip Hop/Rock and R&B factor, whereas 65+ respondents were more associated with the Classical music/plays and Folk/County/Gospel factors. Not surprisingly, respondents within the 35 to 44 age cohort were more likely than others to be interest in family programs, given that they are likely to be parents themselves.

•  Value systems can play a significant role in how ticket buyers approach deciding whether or not to attend specific types of programs. Respondents were asked to rate the level of importance of various values, from ‘having a spiritual life’ to ‘rejecting authority and making your own rules.’ Overall, intellectual pursuits were most important to buyers across all age groups. This is most likely a function of the high education levels in the Denver market area.

–  Younger respondents find “supporting environmental causes,” and “sharpening your mind; intellectual pursuits” to be more important than their older counterparts. Older respondents, on the other hand, are much more likely to value “voicing your political views.”

–  How could NCP align its programs with some of these deeply held values?

•  The major focus of this research and report is describing a new customer segmentation model of NCP buyers. The segmentation model was created based on a 2009 study of the audiences of six MUP organizations. A description of the model’s nine segments are as follows:

–  Urban Culture Vultures (10% of NCP buyers): One of the youngest segments, Urban Culture Vultures are interested in multiple diverse cultures and engagement activities, tend to be “initiators” and “mavens,” who talk to others about their cultural experiences; they are also second most open to new and risky programs. NCP has a slightly larger proportion of this segment in its buyer base in comparison to other MUP partners.

–  Experientials (12% of NCP buyers): With the highest risk score of all segments, Experientials are in the middle age range, older then Urban Culture Vultures, but younger than other segments; they have little interest in other cultures or engagement activities, and prefer dance (both modern and ballet), guest speakers, contemporary plays and spoken word, and contemporary classical and jazz music.

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© 2014 WolfBrown

Key Findings, continued –  Diversity Seekers (17% of NCP buyers): Diversity Seekers come by their name because they have the high level of interest in a

range of cultural practices, in particular Latin, Asian and Native American cultures, as well as highest preference for world music/ethnic dance; they are slightly older, on average, than Experientials, and moderately risk-seeking, and have above average interest in attending lectures and talk-backs.

–  Family Adventurers (15% of NCP buyers): This segment is defined by their interest in popular, family-friendly programming, lifestage (most likely to be between 35 and 54 years old, traditionally child-rearing years); have average risk profiles, and are most likely to turn to the Internet for information about upcoming performances.

–  Hip Hop Army (5% of NCP buyers): Hip Hop Army represents the youngest segment, with 34% under 35; defined by their preferences for Hip Hop/Rock and R&B, they are average in openness to risk, but less likely to attend performances with potentially disturbing content (sad or political) than Urban Culture Vultures; second to Culture Vultures in interest in cross-cultural programming (focused on Hip Hop culture), and Broadway and comedy shows,

–  Aging Loyalists (2% of NCP buyers): Aging Loyalists are the oldest segment with an average age of 69 years, and 71% aged 65 or older; strongest sense of allegiance to NCP of all segments, like to plan in advance, and inclined to purchase subscriptions (and much more likely to be current subscribers); are not as interested in engagement as other segments, and consider support of environmental causes and conservation an important value.

–  Classically Engaged (24% of NCP buyers): This segment comprises the largest proportion of NCP buyers, and represents a group of buyers with a strong affinity for classical works, low tolerance for risk, association with intellectual pursuits; they are most likely to be single ticket buyers, an average age of 60, and will likely attend both pre-performance lectures and post-performance discussions.

–  Faith-Guided (7% of NCP buyers): Faith-Guided are defined by their use of faith as a filter for decision-making; the third oldest segment (average age 63), they prefer folk, gospel or country music, and prioritize spiritual and family values, as well as their personal social network; second lowest risk tolerance as they stay away from any content that is either political or disturbing; typically do not seek active engagement, but rather will talk with others afterwards or seek out information online.

–  Serenity Seekers (8% of NCP buyers): This segment is the second oldest, with the weakest link to the Center; most conservative of all segment, Serenity Seekers prefer classic forms, dislike new works, regardless of discipline, with lowest risk tolerance; not interested in other cultures and unlikely to be interested in engagement activities.

•  In comparison with the six MUP campuses, NCP’s segment distribution is most similar to that of UMS, with a higher proportion of Classically Engaged (24% and 23%, respectively), and similar proportion of Experentials (12% and 13%, respectively). Interestingly, NCP holds a slightly higher proportion of Urban Culture Vultures, and fewer Serenity Seekers than all MUP partner, except for Penn Presents.

•  This segmentation model will hopefully provide a useful framework and lens through which to consider future programming and communications strategies.

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© 2014 WolfBrown 8

Ticket Buyer Segmentation Results and Segment Profiles

© 2014 WolfBrown 9

Cluster Analysis Methodology

•  A cluster analysis was performed on the NCP ticket buyer data file, involving a total of 1,025 responses.

•  Cluster analysis is a statistical technique used to group respondents into distinct segments based on a specific set of variables.

–  Development of a customer model is part art and part science. The �art� of the analysis lies in determining which variables are allowed into the cluster analysis, and how those variables are coded. The quality of the model depends heavily on the underlying quality of the protocol design. The analyst can also choose the number of segments in the preferred solution.

–  The �science� in the analysis lies in the statistical procedure used to group respondents into segments that are as different as possible across segments, and as similar as possible within segments.

–  Clustering is a not a perfect science; some respondents may have characteristics of several segments but are assigned to the one segment which they most resemble.

•  The cluster analysis relied upon a classification algorithm developed for the Major University Presents partners in 2009. The model yields a nine-segment solution, and allows for comparison across campuses.

•  Bear in mind that the segmentation model is generated based solely on attitudinal data – not demographic or behavioral data. The key variables driving the segmentation analysis are: loyalty, level of interest in the art of diverse cultures, attitudes towards risk, preferences and tastes for specific types of performances, and engagement preferences.

© 2014 WolfBrown

Nine Segment Model

•  The chart at left reports the proportions of NCP ticket buyers in each cluster or segment.

•  The segments are numbered from 1 to 9, in order of their openness to artistic risk.

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1. Urban Culture Vultures

10%

2. Experientials 12%

3. Diversity Seekers

17%

4. Family Adventurers

15% 5. Hip Hop Army

5%

6. Aging Loyalists 2%

7. Classically Engaged

24%

8. Faith-Guided 7%

9. Serenity Seekers

8%

TICKET BUYER SEGMENTATION MODEL, based on 2009 MUP study (ORDERED BY RISK TOLERANCE)

© 2014 WolfBrown

Segmentation by Campus – MUP Comparison

•  One of the key goals of the survey research was to understand NCP buyers in the context of similar research results for six other campus presenters. The chart at left compares NCP segmentation results with results each of the six 2009 MUP study partners:

–  Penn Presents (Annenberg Center for the Performing Arts, Philadelphia)

–  UMS – University Musical Society, Ann Arbor, Michigan

–  Northrop Auditorium, Univ. of Minnesota, Minneapolis

–  Hancher Auditorium, Univ. of Iowa, Iowa City UFPA – Univ. of Florida Performing Arts, Gainesville, FL

–  PSU – Center for the Performing Arts at Penn State University, College Station, PA

•  Overall, the NCP segment distribution is most similar to that of UMS, with a higher proportion of Classically Engaged (24% and 23%, respectively), and similar proportions of Experentials (12% and 13%, respectively).

•  Interestingly, NCP holds a a slightly higher proportion of Urban Culture Vultures, and fewer Serenity Seekers than all but Penn Presents.

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8% 5% 8% 6% 3% 2% 10%

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SEGMENTATION RESULTS BY CAMPUS (MUP vs. Newman Center Presents)

Serenity Seekers

Faith Guided

Classically Engaged

Aging Loyalists

Hip Hop Army

Family Adventurers

Diversity-Seekers

Experientials

Urban Culture Vultures

© 2014 WolfBrown

1. Urban Culture Vultures (10%)

•  Younger, urban arts omnivores •  Highly risk-seeking and adventurous, but also enjoy pop culture •  Values-driven; most likely to reject social norms

– Self-described thought leaders

•  High interest in African American, Latin and urban cultures •  Preference for contemporary art forms and issue-based programs

– High appetite for new work by living artists

•  High interest in all forms of pre- and post-show engagement – Most likely to be �Mavens� (i.e., talk to friends)

•  Tend to be spontaneous decision-makers, and price sensitive •  Most wired of all segments

© 2014 WolfBrown

2. Experientials (12%)

•  Very risk-seeking; want to be taken on the full ride •  Eight years older, on average, than Urban Culture Vultures, and much

less interested in specific cultures (Hip Hop is anathema) •  Preference for contemporary dance, stage plays, jazz

– Big appetite for new work by living artists

•  Both intellectually and emotionally driven – Not afraid of politically-charged content – Self-described thought leaders

•  Moderately interested in engagement activities, but not hands-on – Particularly enjoy debating the performance afterwards

•  Tend to be spontaneous buyers – Likely to be faculty

© 2014 WolfBrown

3. Diversity Seekers (17%)

•  Want to be exposed to a diverse range of world cultures •  Highest preference for world/folk music and dance

– Not into urban culture, but high interest in African-American culture

•  Socially gregarious and civically involved – Likely to attend with friendship groups

•  Strong sense of their own cultural roots •  Moderately risk-seeking

– Not shy about politically-charged content – Desire to have a spiritual life

•  Above-average preference for passive forms of engagement (e.g., lectures and discussions)

•  Most likely of all segments to be Initiators

© 2014 WolfBrown

4. Family Adventurers (15%)

•  Defined by family context – Much more likely than any other segment to attend with children

•  Adventurous, but within limits – Not very interested in specific cultures

•  Strongest value is for strengthening family •  Highest preference for Broadway

– Interest in children’s programs is second highest

•  Likely to seek out information on the web – Otherwise unlikely to engage

•  Likely to be both Initiators and Responders •  Average inclination to subscribe

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© 2014 WolfBrown

5. Hip Hop Army (5%)

•  Defined by a love for Hip Hop/contemporary urban culture, and pop music

– Also most interested in children�s programming

•  Strong interest in dance •  Far less risk tolerant than Urban Culture Vultures

– Tend to avoid challenging work

•  More interested in African culture than African-American culture •  Youngest of all segments (average age = 50) •  Most likely of all segments to be female (84%) •  Inclined to attend with friends, children •  Wired

© 2014 WolfBrown

6. Aging Loyalists (2%)

•  Defined by their consumer behaviors more than their arts preferences – Dislike for pop music

•  Somewhat risk averse, though inclined toward political expression and supportive of environmental causes

•  Much older than other segments (average age = 69) •  Advance planners and inclined to subscribe

– Least likely of all segments to be Initiators

•  Very unlikely to engage •  High level of loyalty to the presenting program

– Most likely to be faculty

© 2014 WolfBrown

7. Classically-Engaged (24%)

•  Highest preference for classical music, classical theatre – Not very interested in culturally-specific work – Below average interest in dance

•  Defined by a very high interested in engagement and enrichment activities – Seek a life of the mind, but not thought leaders – Strongly prefer pre-concert lectures and post-perf. discussions – Second most likely of all segments to react to a performance in an online forum

•  Below-average in terms of risk tolerance •  Pickers and choosers; tend not to be subscribers •  Skew towards males

© 2014 WolfBrown

8. Faith Guided (7%)

•  Religious beliefs serve as a filter on their cultural choices – Prefer folk, country music, Gospel, also children�s programs

•  Above average ties to �my cultural roots,� but disinterested in culturally-specific programming

•  Avoid anything sad, depressing or disturbing •  Family cohesion, having a spiritual life are core values

– Otherwise, not value-driven

•  Socially gregarious older adults •  Disinclined to engage with the art or express a critical reaction •  Unlikely to subscribe; tend to be spontaneous planners

© 2014 WolfBrown

9. Serenity Seekers (8%)

•  Ultra conservative cultural consumers •  Take comfort in the familiar; do not want to be challenged

– Least risk tolerant of any segment – Least interested in diversity; least interested in issue-based programs

•  Dislike contemporary forms – Little appetite for new works

•  Tend to be males, retired, attend with spouse •  Not looking for emotional intensity •  Low interest in all forms of engagement •  Advance planners

– Least likely to be spontaneous

© 2014 WolfBrown 21

Key Characteristics of the Nine Segments

© 2014 WolfBrown

Age by Segment

•  Urban Culture Vultures and Hip Hop Army are the youngest segments, with 24% and 19% under 35, respectively.

•  Aging Loyalists and Serenity Seekers are the oldest, with an average ages of 68 and 64, respectively.

–  Over two-thirds of Aging Loyalists are 65+, and have the highest sense of allegiance to NCP. How can NCP achieve similar levels of loyalty with other, younger segments, to bolster the loyalty levels of audiences into the future?

•  In general, Classically Engaged, Faith Guided and Serenity Seekers are more likely to be men than other segments (graph not shown).

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19% 9% 7% 8%

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AGE, BY SEGMENT

18 to 34 35 to 44 45 to 54 55 to 64 65+ Average Age

© 2014 WolfBrown

Buyer Groups by Segment

•  The chart at left illustrates the distribution of segments within the sub-samples of NCP subscribers and single ticket buyers. Note that all nine segments are represented in both sub-groups, but in slightly different proportions.

•  Subscribers are more likely to be Aging Loyalists (11% vs. 3%), Diversity Seekers (21% vs. 17%), Experientials (15% vs. 12%) and Urban Culture Vultures (13% vs. 10%).

•  Single ticket buyers, on the other hand, are much more likely to be Classically Engaged (25% vs. 15%), and Faith-Guided (7% vs. 3%).

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13% 10%

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BUYER GROUP BY SEGMENT

Serenity Seekers

Faith-Guided

Classically Engaged

Aging Loyalists

Hip Hop Army

Family Adventurers

Diversity Seekers

Experientials

Urban Culture Vultures

© 2014 WolfBrown

Key Indicators by Segment •  In order to observe general attitudes in

regards to risk, cross-cultural interest and use of technology, composite scores were figured based on a range of individual survey questions pertaining to each construct.

•  The risk score provides an overall indicator of appetite for challenging artistic work. The cross-cultural score indicates interest in the art of a range of specific cultures. The wired score indicates use of social media and electronic communications. The chart at left shows standardized scores for each composite indicator.

–  Any score above 100 is above average, whereas scores below 100 are below average.

•  By definition, Experientials are highest on the risk scale (light blue diamonds; average score of 128), followed by Urban Culture Vultures (121). Serenity Seekers, on the other side of the spectrum, are most adverse to risk (average score is 72).

•  In regards to cross-cultural interest, Urban Culture Vultures present the highest scores (129), followed by Hip Hop Army (119), and Diversity Seekers (113).

•  Urban Culture Vultures and Hip Hop Army, the youngest segments, reported the highest wired scores (111 and 110, respectively).

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Risk Score Cross-Cultural Score Wired Score

© 2014 WolfBrown

Key Indicators by Age and Buyer Group

•  Results by age and buyer group are shown at left and below. •  Openness to risk is clearly related to age, with younger buyers

exhibiting more openness than their older counterparts. •  Cross-cultural interest and wired scores follow suit – younger

buyers are more interested in other cultures, and more likely to engage online (see page 29).

•  Note that subscribers are slightly more open to risk than single ticket buyers (see below), and also more interested in diverse cultures.

–  Here we see a mutually reinforcing relationship between frequency/loyalty and risk-taking.

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112

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THREE COMPOSITE INDICATORS, BY AGE COHORT


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THREE COMPOSITE INDICATORS, BY BUYER GROUP


© 2014 WolfBrown

Preferences for Engagement – By Segment

•  Respondents were asked how likely they are to do select engagement activities before or after attending a live performance. Results by segment are shown in the chart at left.

•  Overall, all NCP buyers are most likely to “tell your friends what you liked…” compared to other activities (aquamarine line). In contrast, NCP buyers are least likely to “react to performances by contributing to online forums…”

•  Some interesting differences by segment include:

–  Hip Hop Army respondents are most likely to talk to friends afterwards, “participate in a hands on workshop,” and react online.

–  Classically Engaged respondents, on the other hand, are most likely to both go before and stay afterwards for talks, lectures, Q&A’s, etc.

–  Urban Culture Vultures are slightly more likely to “seek out information about upcoming” shows online.

•  It is helpful to regard these activities through an “active” vs. “passive” lens, where active denotes whether or not and to what extent the buyer is engaging directly with the presenter.

–  The more active activities include pre- and post-performance talks, reacting online, and participating in workshops.

–  More passive activities include seeking information out afterwards on one’s own, and talking to others afterwards (most likely off-site).

–  What could NCP do to engage more buyers along the spectrum from active to passive?

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Likelihood of Doing Specific Engagement Activities, by Segment

Tell your friends what you liked or disliked about a performance

Seek out information about upcoming artists or programs on the web

Stay after performances to participate in discussions with artists, when offered

Attend pre-performance lectures, masterclasses or symposia, when offered

Participate in hands-on interactive workshops, when offered

React to performances by contributing to online forums or blogs

© 2014 WolfBrown

Preferences for Engagement – By Age

•  The chart at left shows engagement preferences by age.

•  Younger buyers, on average, are more likely to be engaged in “active” activities (e.g., participate in a workshop or stay afterwards for a talk).

•  Older respondents, ages 65+, are less likely than others to engage, with the exception of pre- and post-performance talks, in which case, they are similar to other age groups.

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Likelihood of Doing Specific Engagement Activities,

by Age Cohort

Tell your friends what you

liked or disliked about a

performance

Seek out information about

upcoming artists or programs

on the web

Stay after performances to

participate in discussions with

artists, when offered

Attend pre-performance

lectures, masterclasses or

symposia, when offered

Participate in hands-on

interactive workshops, when

offered

React to performances by

contributing to online forums

or blogs

© 2014 WolfBrown

Values – By Segment

•  Respondents were asked about the level of importance of a range of values, from’ strengthening family relationships’ to ‘rejecting authority and making your own rules.’ The chart at left reports the average level of importance of each value, by segment.

•  In general, intellectual pursuits are most important to all NCP buyers, in comparison to other tested values. This most likely corresponds to the relatively high levels of educational attainment amongst audience members.

•  Note that these variables are key drivers of the segmentation model.

–  For example, Faith-Guided buyers are driven by “strengthening family relationships” (blue circles), and “having a spiritual life” (green diamonds).

–  Urban Culture Vultures are most likely of all segments to value “rejecting authority and making your own rules” and “feeling the extremities of emotion through art.” They are interested in intensive and transgressive arts experiences.

28

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

6

6.5

7

Urb

an C

ult

ure

Vult

ure

s

Experi

enti

als

Div

ers

ity

Seeke

rs

Fam

ily

Adve

ntu

rers

Hip

Hop

Arm

y

Agi

ng

Loya

list

s

Cla

ssic

ally

Enga

ged

Fait

h-G

uid

ed

Sere

nit

y Se

eke

rs

Avera

ge R

atin

g (1

=Not

Im

por

tant;

7=V

ery

Im

por

tant)

VALUES - BY SEGMENT

Sharpening your mind; intellectual pursuits

Feeling the extremities of emotion through art

Strengthening family relationships

Supporting environmental causes and conservation efforts

Making new friends and expanding your social network

Being involved in civic affairs and working on behalf of your community

Having a spiritual life

Rejecting authority and making your own rules

Voicing your political views

© 2014 WolfBrown

Values – By Age

•  A further examination of values by age shows relatively little difference across age groups.

•  In general, all values are slightly more important to younger respondents under 35.

•  This is particularly true for “supporting environmental causes,” and “sharpening your mind; intellectual pursuits.”

•  Older respondents, on the other hand, are much more likely to value “voicing your political views.”

29

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

6

6.5

7

18 to 34 35 to 44 45 to 54 55 to 64 65+

Avera

ge R

atin

g (1

=Not

Im

por

tant;

7=V

ery

Im

por

tant)

VALUES - BY AGE COHORT

Sharpening your mind; intellectual pursuits

Strengthening family relationships

Feeling the extremities of emotion through art

Supporting environmental causes and conservation efforts

Making new friends and expanding your social network

Being involved in civic affairs and working on behalf of your community Having a spiritual life

Rejecting authority and making your own rules

Voicing your political views


Examining Risk

© 2014 WolfBrown

Risk Indicators – By Segment

•  Overall risk scores are reported on page 22. This section of the report examines individual indicators of risk (i.e., the sub-components of the aggregated risk score).

•  The chart at left shows segment results for several attitudinal statements about attending works with potentially upsetting subjects or just going even though “I’m not sure I’ll enjoy it.”

•  It is clear that the first two segments, Urban Culture Vultures and Experientials, will go to performances without knowing they’ll like it, and are least likely to be dissuaded from attending based on disturbing or political content.

•  The more conservative segments, such as Faith-Guided, and Serenity Seekers, are just the opposite.

31

1

2

3

4

5

6

7

Urb

an C

ult

ure

Vult

ure

s

Experi

enti

als

Div

ers

ity

Seeke

rs

Fam

ily

Adve

ntu

rers

Hip

Hop

Arm

y

Agi

ng

Loya

list

s

Cla

ssic

ally

Enga

ged

Fait

h-G

uid

ed

Sere

nit

y Se

eke

rs

Avera

ge R

atin

g (1

=Dis

agre

e;

7=Agr

ee)

INDICATORS OF RISK, BY SEGMENT

I tend to avoid performances of works that may leave me feeling sad or disturbed.

I'll go see just about any performance, even if I'm not sure I'll enjoy it

I tend to avoid performances with a strong political message.

© 2014 WolfBrown

Risk Indicators – By Age and Buyer Group

•  The chart at left reports results for individual risk indicators by age and buyer group.

•  As stated on page 23, younger buyers are more open to risk than other age groups, with 18 to 34 year olds most likely to “go see any performance, even if I’m not sure I’ll enjoy it.”

•  Compared to single-ticket buyers, subscribers are more open about some things and more closed about others. They are more likely to “see just about any performance…” but more likely than STB to steer clear of works with a strong political message.

32

1

2

3

4

5

6

7

18 t

o 34

35 t

o 44

45 t

o 54

55 t

o 64

65+

Subs

crib

ers

Sing

le T

icke

t Bu

yers

AGE COHORT BUYER GROUP

Aver

age

Rati

ng (

1=D

isag

ree;

7=A

gree

)

INDICATORS OF RISK, BY AGE COHORT AND BUYER TYPE

I tend to avoid performances of works that may leave me feeling sad or disturbed.

I'll go see just about any performance, even if I'm not sure I'll enjoy it

I tend to avoid performances with a strong political message.

© 2014 WolfBrown

Test of Risk – By Segment

•  Respondents were given a hypothetical situation and asked to choose which they would prefer: “Suppose you are planning an outing to a live performance. There are two choices. One is sure to be enjoyable and straightforward in terms of subject matter, and the other is a riskier proposition in that the meaning of the work might be unclear, and you may love it or hate it, depending on how it goes.” Results by segment are shown at left.

•  True to their name, Experientials are most likely to choose the riskier version of the performance (87%), followed by Urban Culture Vultures (59%).

•  Nearly all Aging Loyalists, Classically Engaged, Faith-Guided and Serenity Seekers will choose the sure choice, wanting a “predictably” enjoyable experience.

–  If NCP is interested in pushing its audiences onto a “riskier” path, how could it welcome those who are naturally less risky into taking a chance on something they might not understand?

33

41%

13%

64%

76% 77%

96% 90%

97% 98%

59%

87%

36%

24% 23%

4% 10%

3% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Urb

an C

ult

ure

Vu

lture

s

Experi

enti

als

Div

ers

ity

Seeke

rs

Fam

ily

Adve

ntu

rers

Hip

Hop

Arm

y

Agi

ng

Loya

list

s

Cla

ssic

ally

Enga

ged

Fait

h-G

uid

ed

Sere

nit

y Se

eke

rs

GENERAL INDICATOR OF RISK - BY SEGMENT "Which would you choose - a performance that is enjoyable or

straightforward, or one that is riskier in that you may love it or hate it?"

Prefer the riskier alternative

Prefer the sure choice

© 2014 WolfBrown

Test of Risk – By Age and Buyer Group

•  The chart at left shows a relatively steady interest in the riskier alternative across age groups, until a drop at 55+.

•  Subscribers (see below) are more likely to prefer the “riskier” alternative, suggesting that NCP has been cultivating and/or encouraging its regular buyers to take a chance on something that is not a sure bet.

34

64% 71%

36% 29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


GENERAL INDICATOR OF RISK - BY BUYER TYPE "Which would you choose...?"

Prefer the riskier

alternative

Prefer the sure

choice

61% 55%

65% 70%

77%

39% 45%

35% 30%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18 to 34 35 to 44 45 to 54 55 to 64 65+

GENERAL INDICATOR OF RISK - BY AGE COHORT "Which would you choose - a performance that is enjoyable or straightforward, or one that is riskier in that you may love it or

hate it?"

Prefer the riskier

alternative

Prefer the sure

choice

© 2014 WolfBrown

Risk Score Comparison – Cross Cultural Score, Loyalty and Faith-Based

•  Further exploration of risk brought the analysis back to reviewing average composite risk scores for various types of respondents. The chart at left shows risk score by cross cultural score (the degree to which respondent is interested in other cultures), loyalty (sense of allegiance to NCP), and faith (the degree to which faith influences program decision-making and attendance).

•  There is a strong correlation between risk and cross-cultural interest – high interest in other cultures corresponds to higher risk scores (117 vs. 85 for lower interest in other cultures).

–  What could NCP do to harness the bridge between cross-cultural interest and affinity for more adventurous programming?

•  Similarly, respondents who have a high sense of allegiance for NCP exhibit higher risk scores as well, underscoring subscribers’ inclination to choose more adventurous performance experiences, as discussed on the previous page.

•  Last, as expected, those who rely on faith as a guide in decision-making around performance will be less open to new work.

35

117

104

93

85

95

101 10

8

101

97

84

80

85

90

95

100

105

110

115

120

Qua

rtile

1:

Hig

h In

tere

st

in O

ther

Cul

ture

s

Qua

rtile

2:

Ab

ove

Aver

age

Qua

rtile

3:

Bel

ow A

vera

ge

Qua

rtile

4:

Low

Inte

rest

in

Oth

er C

ultu

res Lo

w

Mod

erat

e

Hig

h

Not

at

all

Mod

erat

ely

A gr

eat

deal

Cross Cultural Score Loyalty: Bond with NCP Faith Filter: Influence of faith on program selection

Stan

dard

ized

Sco

re (

100=

Aver

age)

RISK SCORE - BY CROSS CULTURAL SCORE, LOYALTY AND FAITH

© 2014 WolfBrown

Appetite for New Work – By Segment

•  Another key metric of risk included in the survey was gauging respondents’ appetite for new work by living artists. This question was asked for each of three disciplines specifically – music, dance and theatre. The percentage of respondents reporting a “big appetite” for any of new work is shown at right for each segment.

•  The key reading of this chart is in the overall difference of response between music (“new compositions by living composers”) and the other two disciplines shown here – dance and theatre.

•  Dance, followed by theatre, inspires the greatest appetite for new works. Music, on the other hand, is significantly lower in proportion. For example, only 29% of Urban Culture Vultures, a risk-savvy segment, has a big appetite for new compositions, compared with 67% who have a big appetite for dance. Similar patterns can be seen across seven out of nine segments.

–  How much of these results are a reflection of a positive response to new dance work NCP has been programming over the past several years? Do respondents simply feel more comfortable with new dance, as opposed to music? Or is there something inherent about the dance and theatre art forms that engenders this response?

36

29%

44%

25%

15%

6%

12%

14%

14%

2%

67%

64%

47%

35%

36%

36%

20%

10%

5%

55%

66%

46%

35%

38%

32%

22%

13%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Urb

an C

ult

ure

Vu

lture

s

Experi

enti

als

Div

ers

ity

Seeke

rs

Fam

ily

Adve

ntu

rers

Hip

Hop

Arm

y

Agi

ng

Loya

list

s

Cla

ssic

ally

Enga

ged

Fait

h-G

uid

ed

Sere

nit

y Se

eke

rs

% w

ith

"Big

App

etit

e" f

or N

ew W

ork

APPETITE FOR NEW WORK - % WITH "A BIG APPETITE" BY SEGMENT

New compositions by living composers

New dances by living choreographers

New plays by living playwrights


Exploration of Preferences

© 2014 WolfBrown

Preference Factors – By Segment

•  One of they key areas of inquiry for this survey was around preferences for different types of performing arts events. Respondents were asked to report their interest in a range of different performance types, from ballet to opera to Broadway plays and spoken word performances.

•  In order to investigate patterns of preference, factor analysis, a data reduction technique, was conducted on 23 preference variables to expose underlying dimensions of preference that might cross disciplines.

•  The chart at left shows standardized scores for each of the nine preference factors, by segment (a standardized ‘z-score’ has a mean of 0).

•  It is clear that some segments can be easily identified by their preferences (e.g., Hip Hop Army’s preferences for popular types of performance like Hip Hop/Rock and R&B, as well as Broadway and comedy).

38

-1.00

-0.75

-0.50

-0.25

0.00

0.25

0.50

0.75

1.00

1.25

1.50

Urb

an C

ult

ure

Vult

ure

s

Experi

enti

als

Div

ers

ity

Seeke

rs

Fam

ily

Adve

ntu

rers

Hip

Hop

Arm

y

Agi

ng

Loya

list

s

Cla

ssic

ally

Enga

ged

Fait

h-G

uid

ed

Sere

nit

y Se

eke

rs

Stan

dar

diz

ed V

aria

nce

fro

m M

ean

(M

ean

=0)

PREFERENCE FACTORS, BY SEGMENT

Zscore: PF-Classical-Music&Plays

Zscore: PF-Contemp-Speaker/Debate/Poetry,Film,Plays,MM

Zscore: PF-World music/Ethnic Dance

Zscore: PF-Folk music-Country/Gospel/American

Zscore: PF-Broadway/Comedy

Zscore: PF-Contemp music Classical&Jazz

Zscore: PF-Dance-Modern&Ballet

Zscore: PF-HH/Rap,Rock/R&B

Zscore: PF-Children&Families

© 2014 WolfBrown

Preference Factors – By Age •  The chart at left standardizes

scores for the nine preference factors by age.

•  Preference patterns are intuitive for the most part:

–  Younger buyers (18 to 34 years) profess higher average interest in Hip Hop/Rock and R&B, as well as world music and ethnic dance.

–  Older buyers (ages 65+) are more likely to prefer classical art forms (e.g., orchestral concerts) and folk music/country or gospel.

–  Interesting that the middle age ranges (45 to 64) are more interested in contemporary classical and jazz forms.

•  What kind of programming mix in reference to preferences would appeal to a diverse age demographic? How much should NCP look to these results in order to program for younger generations?

39

-1

-0.75

-0.5

-0.25

0

0.25

0.5

0.75

1

18 to 34 35 to 44 45 to 54 55 to 64 65+

Stan

dar

diz

ed V

aria

nce

fro

m M

ean

(M

ean

=0)

PREFERENCE FACTORS, BY AGE COHORT

Zscore: PF-Classical-Music&Plays

Zscore: PF-Contemp-Speaker/Debate/Poetry,Film,Plays,MM

Zscore: PF-World music/Ethnic Dance

Zscore: PF-Folk music-Country/Gospel/American

Zscore: PF-Broadway/Comedy

Zscore: PF-Contemp music Classical&Jazz

Zscore: PF-Dance-Modern&Ballet

Zscore: PF-HH/Rap,Rock/R&B

Zscore: PF-Children&Families

© 2014 WolfBrown

Investigation of Preferences – Multiple Dimensional Scaling

•  Further examination of preferences was conducted using a statistical technique called multiple dimensional scaling (MDS). MDS provides both a numeric and visual representation of the relationship between variables into two basic dimensions, which are left to the analyst to interpret. A review of the results, shown at left, suggests the dimensions, or axes, of the chart represent a spectrum from “traditional” to “popular” (horizontal axis), and “known/predictable” to “unknown/unpredictable (y-axis).

•  The arrangement of preference indicators underscores the factor analysis results (e.g., American Folk music, gospel and country are all in the first quadrant in the upper right).

–  This analysis also identifies types of programs in NCP’s programming “space” that it does not present, such as art films and contemporary plays.

40

Ballet

Modern or contemporary

dance

Ethnic or folk dance

Shakespeare/classical plays

Contemporary plays

Broadway musicals

Comedy

Multi-media theatrical perf.

Spoken word

Orchestra concerts

Chamber music

Contemporary classical music

Opera

Jazz

World music

American folk music

Gospel music

Country music

Rock or R&B

Hip Hop or Rap

Children and families

Art film Guest speakers/debates

-0.8

-0.6

-0.4

-0.2

0

0.2

0.4

0.6

0.8

1

-1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.2

Known/Predictable

Unknown/Unpredictable

Popular Traditional

“I know what I’m getting into, and expect to

enjoy the experience.”

“Not sure what it (program) is about;

don’t know if I’ll like it or not.”


Appendix 1: Summary Comparison Tables


Annenberg Center, Univ.

of Pennsylvania

University Musical

Society, Ann Arbor

Northrop Auditorium,

Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts

Center for the Perf. Arts at Penn State

Newman Center

Presents, Univ. of Denver

N: 947 3662 354 1623 2038 978 1143

Female 67% 61% 71% 70% 65% 67% 69%

Male 33% 39% 29% 30% 35% 33% 31%

18-34 18% 23% 18% 19% 16% 22% 8%

35-44 15% 13% 14% 14% 12% 14% 7%

45-54 25% 19% 24% 24% 20% 18% 14%

55-64 24% 23% 25% 25% 28% 22% 31%

Over 65 14% 20% 17% 15% 23% 21% 40%

January 10% 8% 9% 9% 9% 9% N/A

February 9% 7% 7% 7% 7% 8% N/A

March 7% 9% 9% 9% 9% 9% N/A

April 7% 8% 7% 7% 8% 9% N/A

May 8% 11% 9% 9% 9% 7% N/A

June 8% 8% 9% 9% 7% 10% N/A

July 9% 9% 9% 9% 9% 9% N/A

August 9% 8% 8% 8% 8% 8% N/A

September 7% 8% 10% 9% 10% 8% N/A

October 8% 9% 8% 9% 9% 7% N/A

November 9% 8% 7% 9% 7% 8% N/A

December 8% 8% 8% 8% 9% 9% N/A

GENDER

BIRTHDAY MONTH

AGE GROUP

DEMOGRAPHICS



of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts


Newman Center


N: 947 3662 354 1623 2038 978 1143

None 51% 25% 37% 21% 38% 24% 69%Student 9% 16% 15% 12% 9% 18% 3%Faculty 8% 14% 7% 12% 13% 16% 3%Staff 18% 18% 14% 29% 16% 21% 4%Parent or grandparent of student or alum

3% 12% 9% 14% 12% 14% 6%

Alumnus or alumna 18% 34% 34% 35% 26% 28% 18%

First-year student 6% 2% 9% 2% 2% 9% NASophomore 8% 5% 7% 7% 6% 9% NAJunior 9% 15% 9% 15% 12% 15% NASenior 8% 15% 16% 21% 13% 20% NAGraduate Student 68% 63% 60% 55% 65% 46% NA

Low 35% 17% 26% 13% 17% 14% 29%

Moderate 57% 56% 54% 61% 58% 66% 58%

High 9% 27% 21% 27% 25% 20% 13%

Loyalty: How strong is your allegiance or bond with the [Presenting Program]?

ACADEMIC AFFILIATIONS

Academic affiliations

Students: Class year [in year they took the survey]



of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts


Newman Center Presents, Univ.

of Denver

N: 947 3662 354 1623 2038 978 1143

Disinclined 42% 46% 37% 43% 46% 41% 51%Moderately Inclined 43% 35% 42% 41% 41% 38% 39%Highly Inclined 15% 19% 20% 16% 14% 20% 11%

Price sensitive 20% 20% 16% 11% 15% 12% NAModerate price sensitivity

51% 45% 47% 46% 44% 45% NA

Not price sensitive 29% 35% 36% 42% 41% 43% NA

Low 19% 14% 12% 13% 13% 10% 13%Moderate 58% 58% 60% 60% 58% 58% 62%High 23% 28% 28% 27% 29% 32% 25%

Low 23% 27% 25% 28% 29% 28% 18%Medium 53% 54% 56% 56% 54% 56% 56%High 24% 18% 19% 17% 18% 16% 25%

Low 26% 31% 21% 32% 31% 32% 26%

Moderate 46% 49% 48% 48% 47% 45% 53%

High (Initiators) 27% 21% 31% 20% 22% 23% 21%

Low 26% 28% 26% 22% 27% 23% 29%Moderate 54% 54% 57% 58% 55% 59% 58%

High (Responders) 20% 17% 18% 20% 18% 18% 13%

BUYER BEHAVIORS

Preference for spontaneous decision-making

Initiator - I'm the kind of person who likes to organize outings to cultural events for my friends.

Responder - I'm much more likely to go out to cultural events if someone else invites me.

Inclination to subscribe or buy series packages

Price sensitivity indicator

Preference for advance planning



of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts


Newman Center Presents, Univ. of

Denver

N: 947 3662 354 1623 2038 978 1143

63% 67% 61% 70% 72% 68% 65%

26% 21% 22% 28% 27% 26% 15%

5% 2% 4% 4% 5% 5% 3%

8% 9% 11% 14% 11% 10% 7%

57% 52% 64% 53% 53% 49% 49%

22% 21% 21% 14% 15% 15% 17%

TYPICAL SOCIAL CONTEXT OF ATTENDANCE

With friends

Alone

With my spouse or partner

With my children

With my grandchildren

With my parents or grandparents


INTEREST IN SPECIFIC

CULTURES


of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts



of Denver

N: 947 3662 354 1623 2038 978 1143

High Interest in Other Cultures

34% 26% 34% 21% 23% 21% 25%

Above Average 26% 24% 25% 22% 24% 21% 24%

Below Average 25% 24% 23% 27% 25% 28% 30%

Low Interest in Other Cultures 15% 26% 18% 31% 27% 30% 21%

22% 14% 18% 15% 13% 13% 14%

23% 17% 21% 18% 10% 13% 15%

31% 22% 24% 18% 19% 18% 17%

39% 35% 43% 30% 29% 25% 28%

35% 33% 38% 23% 28% 24% 21%

26% 24% 30% 16% 15% 14% 15%

27% 20% 30% 25% 27% 25% 23%

11% 9% 13% 11% 7% 8% 12%

35% 32% 36% 41% 44% 40% N/A

Gay or lesbian culture

Irish/Scottish/Celtic culture

CROSS-CULTURAL SCORE (QUARTILES)

Hip Hop/contemporary urban culture

African-American culture

African cultures (any)

Latin cultures

Asian cultures (any)

Arab or Middle Eastern cultures (any)

Native American cultures (any)



of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts



Denver

N: 947 3662 354 1623 2038 978 1143

High Appetite for Artistic Risk

34% 29% 35% 23% 20% 22% 27%

Above Average 26% 23% 22% 22% 23% 21% 18%

Below Average 27% 28% 27% 33% 33% 30% 32%

Low Appetite for Artistic Risk

13% 20% 15% 23% 25% 27% 24%

Not at all 75% 74% 76% 72% 68% 66% 82%Moderate 20% 20% 20% 22% 23% 24% 15%A great deal 5% 6% 4% 6% 9% 10% 3%

Low interest 22% 26% 26% 24% 21% 23% 27%

Moderate 51% 51% 51% 57% 55% 56% 53%

High interest 27% 23% 22% 18% 24% 21% 20%

Low 14% 20% 17% 20% 25% 24% 21%

Moderate 52% 53% 52% 55% 54% 54% 51%

High 34% 26% 31% 25% 20% 22% 28%

Little or no appetite 30% 19% 25% 28% 27% 30% 21%

Some appetite 57% 59% 57% 59% 59% 57% 59%

Big appetite 13% 22% 17% 13% 15% 13% 20%


Some appetite 39% 43% 40% 48% 51% 46% 41%

Big appetite 43% 27% 47% 27% 25% 28% 36%


Some appetite 49% 51% 52% 53% 54% 50% 54%

Big appetite 43% 36% 40% 36% 35% 39% 36%

Appetite for new dances by living choreographers

Appetite for new plays by living playwrights

ATTITUDES ABOUT PROGRAMMING

Appetite for new music by living composers

RISK SCORE (COMPOSITE INDICATOR OF APPETITE FOR ARTISTIC RISK): QUARTILES

Faith Filter: Extent to which respondent's religious background or faith influences

My Roots: I take a strong Interest in the arts and cultural customs and practices of my ancestors

Issue-Based Programming: Interest in arts programs that explore current social issues or world events


PREFERENCE VARIABLES

(Dance and Theatre)


of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts



Denver

N: 947 3662 354 1623 2038 978 1143

Low 25% 24% 12% 23% 31% 25% 23%Medium 43% 46% 29% 45% 42% 44% 41%High 32% 29% 59% 31% 28% 31% 36%

Low 14% 25% 13% 19% 21% 20% 19%Medium 38% 44% 40% 50% 49% 50% 40%High 48% 30% 47% 31% 30% 31% 41%

Low 16% 22% 14% 17% 20% 17% 19%Medium 51% 52% 52% 58% 50% 53% 54%High 33% 25% 35% 25% 31% 30% 27%

Low 19% 11% 14% 18% 21% 21% 17%Medium 48% 38% 44% 50% 50% 47% 51%High 33% 51% 42% 31% 30% 31% 32%

Low 5% 9% 6% 6% 9% 7% 6%Medium 47% 48% 48% 52% 52% 50% 50%High 49% 43% 46% 41% 40% 43% 44%

Low 16% 14% 15% 5% 7% 6% 10%Medium 39% 37% 36% 22% 29% 20% 36%High 45% 50% 48% 72% 63% 74% 54%

Low 17% 20% 21% 9% 10% 10% 20%Medium 53% 54% 53% 44% 46% 48% 53%High 30% 26% 26% 47% 44% 42% 27%

Low 14% 17% 16% 13% 13% 11% 15%Medium 57% 57% 54% 60% 56% 58% 56%High 30% 26% 30% 28% 32% 31% 29%

Low 45% 50% 47% 49% 51% 50% 50%Medium 44% 44% 45% 47% 44% 45% 41%High 11% 7% 8% 4% 5% 5% 9%

Ballet

Modern/comtemporary dance

Ethnic or folk dance

Shakespeare and other classical plays

Contemporary plays

Comedians and comedy troupes

Spoken word events (e.g., poetry slams)

Broadway musicals

Multi-media theatrical perfs and performance art



(Music)


of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts



Denver

N: 947 3662 354 1623 2038 978 1143

Low 15% 6% 11% 14% 14% 12% 6%Medium 43% 28% 38% 45% 41% 41% 37%High 43% 66% 52% 41% 45% 46% 57%

Low 21% 10% 14% 21% 22% 20% 10%Medium 44% 38% 44% 48% 46% 45% 43%High 35% 52% 42% 31% 32% 34% 47%

Low 19% 15% 18% 18% 15% 16% 13%Medium 56% 53% 55% 60% 58% 56% 55%High 25% 32% 27% 22% 27% 28% 32%

Low 30% 19% 24% 28% 31% 29% 24%Medium 43% 40% 41% 45% 40% 43% 38%High 27% 41% 35% 27% 29% 28% 38%

Low 16% 18% 13% 15% 18% 17% 17%Medium 43% 42% 45% 49% 47% 45% 44%High 41% 39% 42% 37% 35% 38% 39%

Low 10% 14% 9% 13% 16% 14% 12%Medium 47% 49% 49% 57% 49% 55% 55%High 43% 37% 42% 29% 35% 31% 33%

Low 22% 18% 20% 14% 15% 17% 12%Medium 51% 55% 53% 58% 53% 56% 52%High 26% 27% 27% 28% 32% 28% 36%

Low 43% 39% 37% 34% 42% 36% 35%Medium 43% 45% 47% 50% 42% 47% 47%High 14% 16% 16% 16% 16% 17% 18%

Low 54% 56% 58% 45% 39% 43% 44%Medium 36% 36% 34% 39% 40% 41% 42%High 10% 8% 9% 16% 21% 17% 15%

Low 23% 35% 27% 19% 23% 23% 29%Medium 44% 43% 42% 44% 43% 43% 45%High 33% 23% 31% 36% 34% 34% 26%

Low 63% 70% 66% 64% 70% 64% 72%Medium 29% 24% 27% 29% 24% 27% 24%High 8% 6% 7% 8% 6% 8% 4%

Orchestra concerts - classical repertoire

Rock or R&B

Gospel music

Country music

Chamber music (intimate scale)

Contemporary classical (new music)

Jazz (all styles)

Hip Hop or Rap

Opera (fully staged productions)

World music (music of diverse cultures)

American folk music



(Other programming)


of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts



Denver

N: 947 3662 354 1623 2038 978 1143

Low 53% 53% 47% 34% 42% 40% 57%Medium 28% 34% 39% 43% 38% 37% 33%High 20% 13% 14% 22% 20% 22% 10%

Low 14% 21% 17% 27% 27% 25% 17%Medium 48% 48% 52% 55% 50% 52% 48%High 38% 32% 31% 18% 22% 23% 35%

Low 18% 23% 19% 24% 27% 23% 22%Medium 53% 53% 53% 54% 51% 53% 47%High 28% 24% 28% 23% 22% 24% 31%

Low 30% 37% 34% 29% 28% 29% 28%Medium 57% 51% 52% 59% 57% 58% 60%High 13% 13% 13% 12% 14% 13% 12%

Low 42% 44% 41% 36% 34% 33% 37%

Medium 40% 39% 41% 43% 39% 43% 41%High 18% 18% 18% 22% 27% 24% 22%

Low 45% 41% 43% 44% 36% 33% 36%Medium 40% 38% 39% 38% 39% 43% 37%High 15% 20% 17% 18% 24% 23% 27%

Guest speakers or debates on current issues

Remixers (I love that art these days can be digitized and remixed, sampled and quickly adapted)

Serene arts experiences (I avoid performances that leave me feeling sad or disturbed)

Preference for avoiding political content

Art films

Family programming


ENGAGEMENT PREFERENCES


of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts



of Denver

N: 947 3662 354 1623 2038 978 1143

Most Wired 37% 36% 33% 36% 33% 30% 27%

Above Average 23% 20% 19% 21% 22% 19% 23%

Below Average 26% 28% 30% 28% 28% 29% 30%

Least Wired 14% 16% 18% 15% 18% 22% 20%









WIRED SCORE (A COMPOSITE INDICATOR): QUARTILES

Engage Before: Inclination to prepare in advance for programs

Engage After: Inclination to debate or critique afterwards

Seek out info on the web

Attend lectures, master classes or symposia

Participate in hands-on interactive workshops

Stay after for discussions with artists

Blog or react to performances online

Talk to friends about what you like or dislike (Gladwell's Mavens)



of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts



of Denver

N: 947 3662 354 1623 2038 978 1143



Low 13% 18% 15% 19% 18% 21% NAModerate 57% 56% 56% 61% 59% 58% NAHigh 30% 26% 29% 20% 22% 21% NA








Liberal 58% 61% 62% 50% 39% 38% 56%Moderate 36% 30% 32% 39% 43% 43% 34%Conservative 6% 9% 6% 11% 18% 19% 11%

[Socially gregarious] Making new friends and expanding your social network

[Civic engagement] Being involved in civic affairs and working on behalf of your community

[Political expression] Voicing your political views

Political views

IDENTIFICATION WITH VALUE STATEMENTS

[Emotionally experiential] Feeling the extremities of emotion through art

[Spiritual] Having a spiritual life

[Reject social norms] Rejecting authority and making your own rules

[Family cohesion] Strengthening family relationships

[Nature/conservation] Supporting environmental causes and conservation efforts

[Life of the mind] Sharpening your mind; intellectual pursuits

[Progressive thinker] Being on the leading edge of new art and ideas



of Pennsylvania

University Musical

Society, Ann Arbor


Univ. of Minnesota

Hancher Auditorium,

Univ. of Iowa

Univ. of Florida

Performing Arts


Newman Center


N: 947 3662 354 1623 2038 978 1025

Urban Culture Vultures 8% 5% 8% 6% 3% 2% 10%

Experientials 19% 13% 17% 7% 6% 7% 12%

Diversity-Seekers 13% 10% 12% 11% 7% 8% 17%

Family Adventurers 12% 11% 13% 17% 14% 17% 15%

Hip Hop Army 8% 7% 4% 6% 7% 6% 5%

Aging Loyalists 12% 9% 11% 11% 11% 9% 2%

Classically Engaged 17% 23% 20% 13% 16% 14% 24%

Faith Guided 5% 10% 5% 17% 22% 19% 7%

Serenity Seekers 6% 12% 10% 13% 14% 18% 8%

SEGMENTATION RESULTS

SEGMENT CLASSIFICATION(dominant segment)


Appendix 2: Survey Protocol

NEWMAN CENTER PRESENTS 2014 PROGRAMMING STUDY

Ticket Buyer Segmentation Survey Protocol Based on 2009 Survey Developed for Major University Presenters

Online Survey Welcome Page Thanks for agreeing to participate in this survey commissioned by the Newman Center for the Performing Arts. The information you provide will be used exclusively by the Newman Center for the purposes of assessing future programming directions, and will not be shared. Respondents must be at least 18 years old. The survey takes about 10 minutes to complete. It is not possible to re-start, once you've begun. Let’s get started… Section 1 [Introductory Questions] What is your affiliation with University of Denver, if any? (select all that apply) None Student Faculty (current or retired) Staff (current or retired) Parent or grandparent of student or alum Alumnus or alumna [SEGMENTATION VARIABLE] How strong is your allegiance or bond with the Newman Center Presents series of live performing arts programs? Scale (1-7) 1 = Weak 7 = Strong You have completed Part X of X. Click Next to continue.

Newman Center for the Performing Arts Segmentation Study – Universal Customer Protocol

© 2014 WolfBrown, All Rights Reserved Page 2 of 8

SEGMENTATION QUESTIONS Section 2A [Cultural Frame] Now, please tell us about your cultural interests. [SEGMENTATION VARIABLE] Do you take a special interest in one or more specific cultures? (select all that apply) Hip Hop/contemporary urban culture [important segmentation variable] African-American culture [important segmentation variable] African cultures (any) Latin cultures [important segmentation variable] Asian cultures (any) Arab or Middle Eastern cultures (any) Native American cultures (any) Gay or lesbian culture [SEGMENTATION VARIABLE] To what extent does your religious background or faith influence the types of arts programs that you choose to attend? Scale 1=Not At All 7=A Great Deal Section 2B [Attitudes about Culture and Cultural Experiences] Now, tell us how you like to experience the performing arts. [SEGMENTATION VARIABLE] With whom do you normally attend live performances? (select all that apply) My spouse or partner My children [important segmentation variable] My grandchildren My parents or grandparents Friends [important segmentation variable] Alone [important segmentation variable] [SEGMENTATION VARIABLE] Generally, how inclined are you to buy ticket packages or subscriptions to performing arts events? Scale 1=Disinclined 7=Inclined



[SEGMENTATION VARIABLE] Suppose you are planning an outing to a live performance. There are two choices. One is sure to be enjoyable and straightforward in terms of subject matter, and the other is a riskier proposition in that the meaning of the work might be unclear, and you may love it or hate it, depending on how it goes. All else being equal, which one would you choose? The sure choice The riskier alternative [Note: This time around, given the importance of risk to the segmentation model, we’ll compute a composite “risk index” (100=Avg.) based on the answer to this question and other questions in the protocol, to arrive at a more robust indicator of appetite for artistic risk. This “risk index” will be a variable in the new marketing database.] [SEGMENTATION VARIABLE] How much do you agree with the following statements? (select one) Score 1 = Disagree 7 = Agree I prefer to plan my cultural outings far in advance I enjoy being spontaneous and making last-minute decisions about cultural events [SEGMENTATION VARIABLE] How much do you agree with each of the following statements? If you cannot answer an item, just skip it. Scale (1-7) [Randomize Items] 1 = DISAGREE 7 = AGREE I love that art these days can be digitized and remixed, sampled and quickly adapted. I tend to avoid performances of works that may leave me feeling sad or disturbed. I take a strong interest in the arts and cultural customs and practices of my ancestors. I seek out performances that will expose me to a broad range of world cultures. I’ll go see just about any performance, even if I’m not sure I’ll enjoy it. I tend to avoid performances with a strong political message. Section 3 [Engagement] [SEGMENTATION VARIABLE] Generally, how much do you like to prepare in advance for performances by reading, watching or listening to information about the artist or program? (select one) [respondents who answer “5,” “6” or “7” will be tagged as ‘Preparers’] Scale: 1=DISLIKE 7=LIKE



[SEGMENTATION VARIABLE] Generally, how much do you like to debate or critique performances afterwards? (select one) Scale: 1=DISLIKE 7=LIKE [SEGMENTATION VARIABLE] How likely are you to…? Scale: 1=UNLIKELY 7=LIKELY Seek out information about upcoming artists or programs on the web Attend pre-performance lectures, masterclasses or symposia, when offered Participate in hands-on interactive workshops, when offered Stay after performances to participate in discussions with artists, when offered React to performances by contributing to online forums or blogs Tell your friends what you liked or disliked about a performance [SEGMENTATION VARIABLE] How well does each of the following statements describe you? (select one) I’m the kind of person who likes to organize outings to cultural events for my friends. I’m much more likely to go out to cultural events if someone else invites me. Scale: 1=Not At All 7=A Great Deal [SEGMENTATION VARIABLE] Generally, how interested are you in exploring current social issues or world events through arts programs? (select one) Scale: 1=Not At All 7=A Great Deal You have completed part X of X. Click Next to continue. Section 4 [Values] The next two questions are about your values and beliefs. [SEGMENTATION VARIABLE] How important to you are each of the following? Scale (1-7) [Randomize Items] 1 = Not At All Important



7 = Extremely Important Supporting environmental causes and conservation efforts Sharpening your mind; intellectual pursuits Being on the leading edge of new art and ideas Feeling the extremities of emotion through art Having a spiritual life Rejecting authority and making your own rules [SEGMENTATION VARIABLE] How important to you are each of the following? Scale (1-7) [Randomize Items] 1 = Not At All Important 7 = Extremely Important Strengthening family relationships Making new friends and expanding your social network Being involved in civic affairs and working on behalf of your community Voicing your political views You have completed part X of X. Click Next to continue. Section 5 [Preferences] [Note: For the purposes of segmentation, this data will be consolidated into a small number of components using factor analysis. But the individual data elements will be available in the new marketing database.] Now, please tell us about your specific interests within music, dance and theater. [SEGMENTATION VARIABLES – FOR PREFERENCE FACTOR ANALYSIS] What is your level of interest in attending the following types of dance performances? Answer Items for All Preference Questions 1-Low 4-Medium 7-High Ballet Modern/contemporary dance Ethnic or folk dance of diverse cultures What is your level of interest in attending the following types of theatrical performances? Shakespeare and other classical plays Contemporary plays Broadway musicals Performances by comedians or comedy troupes Multi-media theatrical programs or performance art Spoken word events (e.g., poetry slams)



What is your level of interest in attending concerts featuring the following types of music? Orchestra concerts – classical repertoire Chamber music (intimate scale) – classical repertoire Contemporary classical (new music) Opera (fully staged productions) Jazz (all styles) World music (i.e., concerts that feature the music of diverse cultures) American folk music Gospel music Country music Rock or R&B Hip Hop or Rap What is your level of interest in attending these other types of programs? Performances geared for children and families Art film Guest speakers or debates on current issues [SEGMENTATION VARIABLE] Some people like to be at the forefront of the art forms as they evolve. What is your appetite for new work by living artists in each of the following disciplines? Little or no appetite Some appetite Big appetite Classical music – new compositions by living composers Dance – new dances by living choreographers Theater – new plays by living playwrights You have completed Part X of X. Click Next to continue.



Section 6 [Product Testing] In the future, the Newman Center Presents series might be defined by a number of different programmatic emphases. Rate your interest in each of the following, using a scale of 0 (no interest) to 10 (high interest).

• Artists who’ve never been to Denver (regardless of discipline) • Combining local artists on programs with visiting artists of national or international

distinction • Exploring the nexus of art forms (i.e., a focus on interdisciplinary and cross-genre work,

as in the intersections between music and film, between dance and literature, between classical and folk music, etc.)

• Commissioning new work in partnership with Denver area companies (such as the 2012-13 season’s “A Journey of the Human Spirit” – a co-production of the Newman Center Presents, Central City Opera, the Mizel Arts & Culture Center, the Colorado Symphony, and Wonderbound)

• Unamplified artists (i.e., a programmatic focus on artists who can perform without amplification)

• Site-specific/installation work. For example, the Newman Center might commission a sculptor to do an installation work in the Byron Theatre (a black box space), and then commission three performing artists to create works that relate to, and re-interpret, the installation.

• The marriage of art and space – a programmatic focus on bringing artists to unusual, significant, and under-appreciated spaces throughout the Denver area, where there is a specific and close aesthetic connection between the art and the space

Historically, most arts organizations avoid offering programs in the summertime, since so many people choose to spend time outdoors. How would you characterize your availability to attend live performances at the Newman Center in the months of July and August? (select one) More likely to attend live performances in July or August, compared to other months Equally like as other months A little less likely to attend in July or August compared to other months Much less likely to attend in July or August compared to other months I would never attend live performances in July or August Comments (optional): Suppose the Newman Center offered a series of “indie classical” concerts by a nationally respected ensemble of musicians, with distinguished guest artists. All else being equal, rank order the following four spaces in order of where you’d most prefer to attend these concerts: (Rank order: 1=most preferred; 2=second most preferred, etc.) Newman Center’s Gates Concert Hall A warehouse or loft space in the RiNo district A reverberant church or synagogue in Central Denver Art galleries in the McNichols Civic Center Building, downtown Denver



If the Newman Center Presents series included presentations of artists in spaces around Denver (possibly in collaboration with other Denver area arts organizations), as opposed to exclusively at the Newman Center, would you feel… ? (select one) Less enthusiastic about the Newman Center Presents series No more or less enthusiastic about the Newman Center Presents series More enthusiastic about the Newman Center Presents series Don’t Know Additional Comments: [Open-ended comments box] You have completed section X of X. Click Next to continue. Section 7 [Demographics] To finish, please answer a few questions about your background. Your answers are strictly confidential. Your gender? Female Male In what year were you born? [drop-down box] How would you characterize your political views, generally? (select a number) Scale (1-7) Liberal Conservative Would you like to be entered into a drawing for a pair of tickets to a 2014/15 Newman Center Presents performance? No [skip to end] Yes Please enter your name and email in order to be entered into the drawing. [List of textboxes] You are done! Please click submit to complete the survey. Thank you for your participation!

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