Author: Bernstein, Charles D. and anemann, L. Patrick

Publication Year: 1974

Media Type: Report

Summary:

Very little information on the behavior and attitudes relating to the performing and visual arts in Palo Alto has heretofore been available. The telephone survey described in this report was a first attempt at obtaining planning and evaluative information that could be used for administrative decision-making. Although fewer questionnaires than originally anticipated were available, the 242 completed and usable questionnaires appear to represent a reasonably complete cross-sample of the Palo Alto population.

Abstract:

Very little information on the behavior and attitudes relating to the performing and visual arts in Palo Alto has heretofore been available. The telephone survey described in this report was a first attempt at obtaining planning and evaluative information that could be used for administrative decision-making. Although fewer questionnaires than originally anticipated were available, the 242 completed and usable questionnaires appear to represent a reasonably complete cross-sample of the Palo Alto population.

An analysis of the data indicated, among other things, that:

1. There is a high interest among Palo Alto residents in both attending and participating in arts activities.
   
   
2. Palo Alto is the most important source for serious music and art events, as well as the second most importance source (to San Francisco) for opera and theatre.
   
   
3. There are few problems in the current delivery of arts activities, although there is some concern that efforts to promote awareness could be increased.
   
   
4. Maintaining arts activities in Palo Alto is especially important for children, students and artists.
   
   
5. The visual and performing arts are patronized by all segments of the population, regardless of age, income, education, length of residence, background in the arts, or encouragement in the arts as a child.
   

In addition to being used to assess the current behavior and attitudes of Palo Alto residents, the data collected may provide a source of planning and marketing information. Funding priorities and budget levels, for example, may be evaluated with respect to citizen preferences. Furthermore, arts programming and publicity may be directed toward specific groups - whether the traditional patrons or non-patrons - according to the particular marketing strategies chosen. Finally, the data base may serve as a baseline upon which to build, using additional survey instruments. A point-of-attendance survey, for instance, could be used to verify the data obtained in the telephone survey.

CONTENTS
Acknowledgment.
Introduction.
Background.
Objectives.
Method.
Selection of survey technique.
Sample size and selection.
Implementation.
Findings:
     Attendance.
     Participation.
     Sources and quantity of publicity.
     Attitudes.
     Demographics.
Summary and conclusions.
Appendices:
     A. Volunteer interviewers.
     B. Reasons for incomplete questionnaires.
     C. Location of events.
     D. Age.
     E. Income.
     F. Education.
     G. Length of residence.
     H. Background in arts.
      I. Encouragement as a child. 
     J. Awareness. 
     K. Survey instrument and tabulation of responses.

Arts & Intersections:

Categories: Participation