Author: Nevin, John R. and Elsten, Cathy M.

Publication Year: 1980

Media Type: Report

Summary:

The objective of this study is to conduct an audience profile study for the performing arts in the Southern California area of Long Beach, South Bay and Orange County. This study is intended to serve as an information base on the existing and potential audience for the performing arts in the Long Beach area.

Abstract:

The objective of this study is to conduct an audience profile study for the performing arts in the Southern California area of Long Beach, South Bay and Orange County. This study is intended to serve as an information base on the existing and potential audience for the performing arts in the Long Beach area. Specifically, this study will examine the following:

1. the participation patterns for a comprehensive classification of leisure time activities;
2. the current and potential attendance patterns for types of performing arts events;
3. the perceived convenience of and attendance at the competitive entertainment facilities;
4. the sources of information used to find out about entertainment events;
5. the media (television, radio, newspaper), viewing or readership patterns of the area residents;
6. the price sensitivity and perceived price limits of the area residences;
7. the methods of ordering and paying for tickets to live entertainment events;
8. the preferred performance times and auxiliary activities (such as eating out before the events, etc.).
9. the attitudes of the area residents towards the arts;
10. the differences between arts attenders and nonattenders with respect to all of the above issues;
11. the different art form preference segments.

Hopefully, a comprehensive analysis of these specific issues will provide a valuable data base for planning arts programming in the Long Beach area.

CONTENTS
1. Acknowledgement.

2. Purpose of the study.

3. Research methodology:
         Method of data collection.
         The sampling method.
         Research questionnaire.

4. General findings:
         Introduction.
         Demographic characteristics of respondents. 
         Demographic characteristics of nonrespondents.
         Leisure activities.
         Current and projected attendance at entertainment events.
         Entertainment facility behavior and perceptions.
         Locational convenience of area facilities.
         Facility attendance.
         Series attendance.
         Source of information on entertainment events. 
         Media patterns.
         Newspapers.
         Television.
         Radio.
         Price of tickets. 
         Ticket ordering and purchasing methods.
         Performance times and auxiliary activities.
         Preferred performance times.
         Auxiliary activities.
         Specific attitudes towards the arts.

5. Profile of attenders versus non-attenders: 
         Introduction.
         Demographic characteristics of respondents.
         Leisure activities.
         Current and projected attendance at live entertainment events. 
         Entertainment facility behavior and perceptions.
         Locational convenience.
         Facility attendance.
         Series attendance.
         Sources of information on entertainment events. 
         Media patterns.
         Newspapers.
         Television.
         Radio.
         Prices of tickets. 
         Ticket ordering and purchasing methods.
         Performance times and auxiliary activities.
         Performance times.
         Auxiliary activities.
         Specific attitudes towards the arts.

6. Market segments for the performing arts:
         Introduction.
         Factor analysis results.
         Use of market segment information.

Appendices.

Arts & Intersections:

Categories: Performing Arts Organizations, Participation