The on-line arts research warehouse CPANDA has a new ‘quick fact’ this month that’s bound to annoy the aesthetically pure. Drawn from a cultural participation study in 1998, the summary shows the stated motivations of surveyed Kansas City residents who had attended an arts event in the prior year.
The answers shouldn’t shock any of us by now:
- 62 percent said that ”a lot of the reason” for their attendance was ”to get together with friends or family for social reasons”
- 47 percent said that ”a lot of the reason” was ”to support a friend or family member who was involved”
- 41 percent said that ”a lot of the reason” was the ”quality of the art”
But the gut punch comes in the alternate responses that showed the ”quality of the art” was completely irrelevant to 21 percent of those surveyed. In other words, 21 percent of respondents claimed that artistic quality played no role in their motivation to attend. None.
I’m not saying there is a proper motivation for attending a cultural event. I honestly believe there’s truth, honor, and beauty in (almost) all ways of connecting with cultural experience. I’m just suggesting that many arts organizations continue to believe their own promotional materials — that it’s all about excellence — when a sizable percentage of their audience doesn’t agree.
In my head, I’m picturing a group professional actors staring out at a full house, realizing that perhaps 20 percent of the people staring back at them had no interest in the calibre of their work (at least when choosing to attend). Sure, the audience may have chosen them as the best environment for their date or gathering. Sure, they may be there as family and friends of those on stage. And sure, the same people could be sitting anywhere else at that moment, but they chose not to be. Despite all those wonderfully positive choices, it’s likely a disconnecting statistic, nonetheless.
Well, I do see your point, but I believe one could also look out across that hypothetical full house each night and see an opportunity to blow the minds of 21 percent of the audience and perhaps ignite new passion for that genre of art being performed or shown.
Also, one must always keep in mind that American treasure, Mark Twain’s observation about the 3 categories of lies: lies, damn lies, and statistics.
One would need to conduct follow up with respondents to really understand with confidence what the full implications of this statistic are.
For instance, I find the wording of that particular survey statement to which participants responded – “You wanted to experience the high quality of the art” – the most awkward of all the statements. Could some people have failed to equate that with, “I always enjoy the shows at Town Theater”? Possibly. And what’s so discouraging about someone who says, “well I don’t know or care if they’re any good, but I want my city to have an opera, so I’m supporting it.”
Since this survey focuses only on motivation to participate, it does not mean that people did not appreciate the quality of the art, only that it was not part of their decision to buy a ticket.
It should be no surprise that lots of folks get “dragged” to some event (wedding, NASCAR meet, concert, play, etc.) merely as an escort for the true enthusiast. Some will suffer (or snore)through every moment, but some will be delighted to discover a new interest or at least appreciation. Especially for performers, I would think that this knowledge would be key to winding up the motivation to put forth the great effort night after night. I, the artist, as I lace up my slippers, or smear on the greasepaint, could be telling myself that tonight I could be the one, the artist who introduces a whole new audience (or at least 21% of THIS audience) to THEATER, to DANCE, to WHATEVER.
I do think the results of this survey could be very useful, as you imply, in reevaluating organizations’ marketing materials.
p.s. Love this blog!!!
‘Twas ever thus: How many Elizabethans arrived at the Globe aching to see Hamlet, and how many just stayed to see what happened after the bear-baiting? The true test of an arts event is whether it can reach audience members once they’re in the seats, make them want to come AGAIN. The moral of the story is that all’s fair in love and marketing: Getting them through the door for the first time is the hardest part, and we should be grateful for ANYthing and EVERYthing that cause them to make that initial choice.