SUMMARY REPORT 12 Local Surveys of Public Participation in the Arts A study of the relationship between arts participation levels and the supply of local arts programs and facilities in twelve diverse communities across the U.S. Prepared by AMS Planning & Research Corp Research Division Report #26 NATIONAL ENDOWMENT FOR THE ARTS 12 Local Surveys of Arts Participation Summary Report Research Commissioned and Funded by the National Endowment for the Arts Research Division Office of Planning, Research, and Budget Coordination Washington DC 20506 and Local Area Partners: City of Sedona and the Sedona Cultural Coalition City of San Jose Department of Convention & Cultural Affairs Broward County Cultural Affairs Council Metropolitan Dade County Cultural Affairs Council John D. and Catherine T. MacArthur Foundation Nevada State Council on the Arts Arts Council of Winston- Salem/Forsyth County Greater Philadelphia Cultural Alliance Pittsburgh Cultural Trust Seattle Arts Commission This report was prepared by AMS Planning & Research Corp., of Fairfield, CT with assistance from Paul DiMaggio Library of Congress Catalog Card Number 93-0845 1 5 12 Local Surveys of Arts Participation Summary Report CONTENTS - I. Executive Summary 1 II. Arts Participation in 12 Local Areas 17 A. Pittsburgh/Allegheny County, PA 20 B. Las Vegas, NV 24 C. Reno, NV 28 D. Rural Nevada 32 E. Sedona, AZ 36 F. Winston Salem/Forsyth County, NC 40 G. Seattle/King County, WA 44 H. Chicago Area 48 I. Philadelphia Area 52 J. Broward County, FL 57 K. Dade County, FL 63 L. Santa Clara County, CA 66 III. Special Topics 70 A. Factors Related to Arts Participation 70 B. Cross-Discipline Participation Rates 71 C. Frequency of Participation Data 72 D. Utilization of Venues by Discipline 75 E. Utilization of Venues by Demographic Characteristics 77 F. Sources of Information About Arts Events 77 G. Reasons for Not Attending More Often 79 IV. Methodology 83 A. Survey Research Methodology 83 B. Methodology for Research on Local Supply of Arts Activity 85 C. Summary of Methodologies for the 1982, 1985 and 1992 SPPA's 86 D. Methodological Comparisons and Possible Sources of Bias 87 E. Uses of the Data 90 V. Appendix 91 A. Data Tables 92 B. Sampling Error 93 C. Methodological Comparisons Between Local and National Surveys 98 D. Survey Design Comparisons: 12 Local Surveys vs. National SPPA's 101 E. Survey Form 105 F. Bibliography: Public Participation in the Arts 106 P P P P P P P P 12 Local Surveys of Arts Participation Summary Report I. EXECUTIVE SUMMARY This report summarizes the results of a research project commissioned by the Research Division of the National Endowment for the Arts to examine arts participation patterns in 12 communities across the U.S. The research involved two major components: the administration of an arts participation survey to randomly selected households in each area and research into the supply of local arts programs and facilities. Survey results for each site were then analyzed in the context of local arts activity levels, uncovering a rich and varied texture behind the statistics. The Research Division of the Arts Endowment contracted Abt Associates Inc. of Cambridge, MA to coordinate and facilitate the survey. A local sponsor in each area assisted in funding the research and helped to design sections of their local questionnaire. After 18 months of planning, the surveys were conducted by telephone over a three-month period from mid-February to mid-May 1992. In the fall of 1992, after survey results had been tabulated, each local sponsor received a preliminary report from Abt Associates as well as a computer file with their local data. At that time, the Arts Endowment contracted AMS Planning & Research Corp. of Southport, CT to conduct complementary research into local arts activity levels and to prepare this summary report. The 12 Local Surveys were undertaken to build a better understanding of variations in arts participation patterns between different communities and to provide local sponsors with valuable information about their areas. With respect to design, the 12 Local Surveys were intended to complement the 1992 national Survey of Public Participation in the Arts (SPPA) conducted by the U.S. Census Bureau. Each local survey consisted of three components: • A "Core Questionnaire", common to all 12 sites, including arts participation and demographic information identical to the 1992 national SPPA • A set of questions, common to all sites but not included in the 1992 national SPPA, concerning facilities where arts participation occurred, reasons for not attending more often, and sources of information about arts events. • Community-specific modules, developed by the local partners to address specific information needs in each community. The following table presents a listing of the 12 communities studied, definitions of the geographies surveyed, and the local sponsors. Digitized by the Internet Archive in 2012 with funding from Boston Library Consortium Member Libraries http://archive.org/details/summaryreport12IOOamsp 12 Local Surveys of Arts Participation Summary Report PARTICIPATING COMMUNITIES Participating Community Geography Surveyed & 1992 Est. Population Local Sponsor(s) Pittsburgh, PA Allegheny County, PA - Population 1 .34 million Pittsburgh Cultural Trust Las Vegas, NV ZIP Codes in the Las Vegas area - Population 755,000 Nevada State Council on the Arts Reno, NV ZIP Codes in the Reno/Sparks area - Population 248,000 Nevada State Council on the Arts Rural Nevada All remaining ZIP Codes in Nevada - Population 147,000 Nevada State Council on the Arts Sedona, AZ Arizona (Area Code 602) telephone exchanges of 282, 284, and 204 - Population 15,500 (City of Sedona) The City of Sedona Winston-Salem, NC Forsyth County, NC - Population 271,000 Arts Council Winston-Salem/ Forsyth County Seattle, WA King County, WA - Population 1.55 million Seattle Arts Commission Chicago Area Cook, Kane, DuPage, Lake, McHenry, and Will counties in Illinois - Population 7.26 million John D. and Catherine T. MacArthur Foundation Philadelphia Area Philadelphia Metropolitan Statistical Area (MSA), including parts of NJ - Population 4.93 million Greater Philadelphia Cultural Alliance Broward County, FL Broward County, FL - Population 1 .29 million Broward County Cultural Affairs Council Dade County, FL Dade County, FL - Population 1.99 million Metropolitan Dade County Cultural Affairs Council San Jose, CA Santa Clara County, CA (excluding telephone exchanges in the Gilroy area) - Population 1 .54 million City of San Jose Dep't of Convention and Cultural Affairs, Santa Clara County Arts Comm. Survey Samplin g Methodology Using a list-assisted random digit dialing telephone survey approach, households were sampled in each of the sites until the goal of approximately 400 interviews was achieved. A stratified sampling approach was taken for several of the sites. For example, respondents for the Pittsburgh/ Allegheny County site were drawn equally from within the city limits of Pittsburgh and from the remainder of Allegheny County, so that participation in the two areas could be compared. In Dade County, telephone exchanges with a high percent minority population were over-sampled to facilitate comparisons between minority and non-minority participation. Similarly, for the Philadelphia site, an additional 200 interviews were completed in areas of the city with high percent minority populations. Spanish-speaking interviewers were used, as needed, to conduct interviews for three sites: Dade County, Broward County, and San Jose/Santa Clara County. 2- 12 Local Surveys of Arts Participation Summary Report For each household sampled, the person over 18 who had the most recent birthday was the eligible respondent. Up to 6 attempts were made to obtain an answered call for each residential number dialed. Response rates ranged from 40% in Dade County to 52% for Rural Nevada. On average, survey administration took 17 minutes. Survey results were weighted to compensate for the number of adults (18+) in the household and to bring the weighted sample distribution into closer agreement with the actual population of each site with respect to age, race, gender, and household income. Weighted percentages are used in the tables throughout this report. Table 1 (highlights), below, summarizes participation rates for the eight "core" disciplines (seven performing arts disciplines plus 'Art Museums/Galleries'), plus several other categories. ARTS PARTICIPATION RATES BY SITE 12 Local Surveys of Public Participation In the Arts (Weighted Percentages) Table 1 (highlights) < if ■5 § i 60 > 3 8 u 06 09 & N > u 2 at 3 a c o •o c CO O Z £ u ■a CO i < o O so CO d 1 o SP o '£ O < CO S fS IS a "3 2 a. Ei B 3 O u I •a a a < U of u u CO o g CO 3 Jazz 14% 15% 10% 7% 19% 13% 16% 16% 12% 20% 14% 19% 15% 20% 6% 27% 20% 7% 10% 42% 62% 49% 73% 44% 73% Classical Music 20% 9% 18% 10% 17% 19% 20% 20% 19% 23% 12% 21% Opera 5% 3% 9% 2% 4% 4% 7% 5% 7% 12% 7% 8% Musicals 25% 20% 19% 12% 24% 17% 26% 32% 24% 34% 20% 30% Plays 18% 16% 15% 12% 25% 22% 29% 21% 18% 21% 15% 21% Ballet 7% 7% 7% 8% 3% 7% 13% 5% 5% 13% 10% 9% Other Dance 8% 11% 12% 10% 13% 9% 13% 10% 11% 9% 12% 9% Art Museum/Gallery 38% 39% 41% 39% 77% 32% 52% 42% 44% 41% 35% 44% Any of 8 "Core " Disciplines 57% 59% 56% 52% 82% 50% 69% 63% 63% 65% 52% 67% Arts/Crafts Fair or Festival 55% 50% 62% 56% 57% 45% 55% 49% 42% 61% 45% 54% Movie Theater 72% 67% 68% 63% 84% 65% 78% 77% 70% 75% 63% 78% Historic Park/Monument 41% 36% 50% 42% 60% 46% 44% 44% 47% 40% 41% 51% Read Books for Pleasure 60% 71% 76% 74% 82% 69% 82% 75% 75% 75% 62% 74% Hi ghlights of Survey Results • Of the 8 "core" disciplines studied, 'Art Museums/Galleries' attracted the highest participation at every site. Rates ranged from 32% (Winston-Salem) to 77% (Sedona), with a 12-site average of 42%. • 'Musicals' attracted the broadest audiences among the performing arts disciplines studied, with participation rates ranging from 12% (Rural Nevada) to 34% (Broward County) and a 12-site -3 12 Local Surveys of Arts Participation Summary Report average of 27%. This finding is generally consistent with data from the 1982 and 1985 national surveys. • Both 'Classical Music' and Plays' had average participation rates of 20% across all sites. Broward County had the highest 'Classical Music' participation rate (23%), while Seattle had the highest participation rate for Plays' (29%). • Relative to the other disciplines studied, both 'Opera' and 'Ballet' had lower participation rates across all sites (6% and 7% average rates, respectively). Large urban areas did not always have higher rates in these categories. For example, Rural Nevada's 'Ballet' participation rate of 8% was higher than Philadelphia's 5% rate. Also, Reno's 9% 'Opera' participation rate exceeded Chicago's 5% rate. • 'Other Dance', a new category for the 1992 SPPA that includes modern, folk and tap dance, had average participation of 10% across all sites and the smallest variation between sites of any discipline, ranging from 8% (Pittsburgh) to 13% (Seattle and Sedona). Participation rates for 'Other Dance' exceeded rates for 'Ballet' for all sites except two. In Broward County, 'Ballet' participation (13%) was higher than 'Other Dance' (9%), and for Santa Clara County, the two rates were equal (9%). • Overall, Sedona respondents were most likely to participate in any of the 8 "core" disciplines (82%), followed by Seattle/King County (69%) and San Jose/Santa Clara County (67%), in contrast to Winston-Salem/Forsyth County (50%, the lowest rate of the 12 sites studied). • Among the three Nevada sites, several interesting differences emerged. While Reno and Las Vegas closely resemble each other in most categories, Reno's 18% participation rate for 'Classical Music' is twice the figure for Las Vegas, while jazz attendance is significantly higher for Las Vegas (15%) compared to both Reno (10%) and Rural Nevada (7%, lowest of all 12 sites). The gaming industry, which floods the Las Vegas and Reno markets with popular entertainment, seems to have little effect on arts participation rates among local residents, at least among the disciplines studied. • Despite their geographical proximity, Broward and Dade Counties have very different arts participation rates, with significantly higher participation rates observed for Broward County, with the exception of 'Other Dance'. The cultural diversity of Dade County is reflected in a high level of arts activity outside of the European-based performing arts disciplines (i.e., 'Classical Music', 'Opera', and 'Ballet', etc.) which were surveyed. While Dade County's participation rates for the "traditional" disciplines may be lower relative to other sites, participation in other disciplines such as 'Ethnic Music' may be higher, although no data are available to confirm this. In addition to arts participation rates, a wealth of data was collected on related topics such as frequency of attendance, types of facilities attended, sources of arts information, and reasons for not attending more often. Among the most interesting findings from these data are: 12 Local Surveys of Arts Participation Summary Report Frequency of Attendance and Number of Disciplines Attended • Over 75% of all participators attended a given discipline three or fewer times. Only 8% of participators reported attending more than six performances of a given discipline over the preceding 12-month period. • Of the 77% of Sedona respondents who reported visiting an art museum or gallery, the average frequency of attendance was 3.95 times, much higher than the average for all sites (2.62 times). Conversely, Rural Nevada respondents reported lower participation rates in most disciplines, and those who did attend did so less frequently than their counterparts in other sites. • As frequency of participation increases, respondents tend to fall into higher age, income, and education brackets. Education levels, particularly, rise consistently with more frequent attendance. • Respondents with incomes over $100,000 were more than three times as likely to attend four or more different disciplines as they were to attend only one discipline. Venue Utilization • "Traditional" venue types (i.e., concert halls, theaters, etc.) were used almost exclusively for 'Opera' (95%) and 'Ballet' (90%); the involved technical demands of these types of productions and the limited technical capabilities of alternative venue types may account for this trend. • About 10% of all classical music attenders reported attending a 'Church or Synagogue', underscoring the important role of these facilities in the performing arts delivery system. • Hispanic respondents were about three times more likely to utilize 'Civic Centers' (14%) than African- American respondents (4%) and White respondents (5%). • African- American and Hispanic respondents used concert halls and opera houses less frequently than Whites. Sources of Arts Information • An overwhelming majority of respondents get information about arts events through the media (84%, includes 'Newspapers', Television', 'Radio', and 'Magazines'). Much smaller percentages obtain information through "Word of Mouth' (24%), 'Targeted Appeal' (16%), and 'Other' (15%). • Respondents between the ages of 30 and 59 tend to get arts information from 'Newspapers'. • Respondents aged 60 and over are more likely to receive arts information from 'Mailings/Flyers'. • As education levels rise, so does usage of the media for arts information. Also, the most highly educated respondents (and also the most wealthy) are much more likely to get arts information from 'Mailings/Flyers'. -5- 12 Local Surveys of Arts Participation Summary Report Reasons for Not Attending More Often • Among those who would like to attend more often, 61 % cited one reason - 'Don't have time'. This response overshadows all other reasons by a factor of three. The next two most frequently cited reasons relate to cost - 'Overall cost of going to event' (20%) and 'Cost of tickets' (19%). Ten percent or fewer of respondents cited any other reasons. These findings are generally consistent with results of the 1982 and 1985 SPPAs. • Cost factors were cited by Seattle respondents more frequently than by those at any other site. • Problems related to age/health' were cited by 12% of Broward County respondents (compared to a 6% average for all 12 sites); these respondents also have the highest average age (50) of the 12 survey sites. • 'Crime/fear of crime' was the most important reason for not attending more often for 1 1 % of Dade County respondents and for 7% of Broward County respondents, whereas this issue was not an important in other survey sites. • 'Social/personal barriers' (especially 'No one to go with') were reported to be important reasons for not attending more often for Pittsburgh and San Jose/Santa Clara County respondents, in contrast to the other 10 survey sites. According to demographic data, these two areas have a high proportion of single households. Research on Local "Supply" of Arts Facilities and Programs AMS contacted each local sponsor to determine the extent of existing information regarding cultural facilities and programs. In some cases, sponsors were able to provide complete information on numbers of performances, cultural attractions, and types of performance facilities from existing directories, periodic cultural calendars, and/or annual reports; in other cases sponsors indicated that no data existed. A combination of approaches was utilized to obtain data as required including phone calls to secondary contacts (e.g., arts service organizations, city and state arts councils, etc.). Because of the lack of systematic data collection at the local level, the amount and quality of information relating to the supply of arts facilities and programs varies from site to site. Relationshi ps between "Supply" and "Demand" Arts participation patterns in the 12 sites are a study in diversity and contrast. Relationships between the "supply" of arts programming and "demand" for programming (i.e., participation rates) in a particular community must at this time be regarded as inconclusive. Nonetheless, this research effort uncovered many interesting insights that contribute to a better understanding of the factors which influence arts participation. In some cases, participation rates in certain cities seem to be linked with a particular arts institution or even a particular production. For example, Sedona's popular Jazz on -6- 12 Local Surveys of Arts Participation Summary Report the Rocks festival clearly impacts the area's jazz participation rate, a conclusion corroborated by the finding that 36% of jazz attenders in Sedona reported attending a 'Park or Other Open- Air Facility'. In fact, large scale festivals (particularly free events) appear to contribute substantially to some arts participation rates. Another example of this relationship is Pittsburgh's Three Rivers Arts Festival, a 17-day annual event drawing over 600,000 to free events in the downtown area. The Festival helps to explain the area's high participation rate for 'Arts/Craft Fairs or Festivals' (55%). More often, a broad supply of programming from both large and small institutions coupled with the availability of performance facilities, support high participation rates for a given discipline. Seattle/King County's 29% participation rate for Tlays' (ranks highest of 12 sites), is an excellent example. Even though several larger companies such as Seattle Repertory Theatre serve a broad constituency, nearly 50 small and experimental theatre ensembles provide a wide variety of traditional and alternative productions in smaller venues throughout the city. In this case, demographic factors also support high theatre participation, notably a younger population with high education levels. In one case, the opening of a large new facility appeared to have a positive influence on participation rates across several disciplines. Despite recording the highest participation rates for 'Classical Music' (23%), 'Opera' (12%) and 'Ballet' (13%), Broward County's supply of arts activity did not seem extraordinary in relation to other sites. Local research points to the 1990 opening of the Broward Center for the Performing Arts in Ft. Lauderdale as a milestone in the arts community, adding significantly to the availability of programming in the traditional performance disciplines. Kev Findings bv Site There are no "winners" or "losers" in terms of participation rates, but rather different stories of achievement and challenges within each community. A combination of factors including geography, demographics, programming levels, facilities, and local traditions create a unique context for arts participation at the local level. Key findings for each of the twelve sites are presented below. Allegheny County (Pittsburgh), Pennsylvania Pittsburgh boasts a rich cultural tradition, the legacy of a booming industrial economy of a bygone era. hi recent years, the arts played an important role in revitalizing the downtown area. The Pittsburgh Cultural Trust's Benedum Center serves as the home of the Pittsburgh Ballet Theatre, the Civic Light Opera, the Pittsburgh Broadway Series and the Pittsburgh Dance Council. Together with Heinz Hall (owned by the Pittsburgh Symphony Society) and the Fulton Theatre, these venues -7- 12 Local Surveys of Arts Participation Summary Report constitute the core of a thriving cultural district. Area residents benefit from a strong supply of dance, opera, classical music, and musical theatre programming. The Pittsburgh Public Theatre offers a full season of professional theatre and is complemented by a number of other companies, including community theatres and academic institutions. • Pittsburgh's arts participation is comparable to two of the other major urban areas in the survey, Chicago and Philadelphia, but does not quite reach the high participation rates in Seattle/King County or San Jose/Santa Clara County. • 'Classical Music' participation, at 20%, may be related to the presence of a world-class orchestra and a steady supply of chamber and choral music performances. • The area's high rate of participation in 'Arts/Crafts Fairs and Festivals' (55%) may be related to the popular Three Rivers Arts Festival, a 17-day Festival which is held each June and draws approximately 600,000 people to the downtown area for free cultural events. The study identified a total of 52 venues in Allegheny County, housing nearly 28,000 seats. Of the 12 sites, Pittsburgh has the highest reported attendance at 'Concert Hall/Opera House' venues, an indication of the importance of the City's cultural district in the local performing arts delivery system. Las Vegas, Nevada In recent years Las Vegas has held the title as the fastest growing American city. Local arts representatives report an abundant supply of popular entertainment, including pop music, jazz, and blues. Touring Broadway musicals, the city's resident ballet and civic symphony orchestra, and the University of Nevada - Las Vegas (UNLV) presenting series bring a wide range of programming to the community. Arts administrators, however, note the lack of a professional theatre company and suggest that the dearth of small production facilities may be a cause. • Jazz accounts for over 70% of the more than 1 ,400 performing arts events reported over a recent twelve month period. • Attendance at traditional performing arts disciplines is low in comparison to other areas studied, particularly in the areas of classical music and opera. The supply of this type of programming is limited to a local community orchestra and the UNLV presenting program. • The region's participation in 'Art Museums/Galleries' and 'Arts/Crafts Fairs or Festivals' is about average for the 12 sites. One of the 19 venues identified in Las Vegas, an outdoor amphitheater seating 18,000 accounts for almost half of the total seat count. Of the remaining facilities, nearly half are either 'Bars, Clubs & -8- 12 Local Surveys of Arts Participation Summary Report Dinner Theatres' or 'Alternative Venues' (e.g., libraries, schools, etc.). This corroborates the survey finding that Las Vegas arts attenders utilize fewer traditional performing arts venues than any other site (57%, compared to a 70% average for all sites). Reno, Nevada Reno, Nevada is also experiencing significant growth and demographic changes and a corresponding expansion of arts activity including multi-cultural programming. In addition to resident performing arts producers such as the Reno Philharmonic, the Nevada Festival Ballet, the Nevada Opera Association, and the community-based Reno Little Theatre, a number of festivals, including an Asian Fest and the Basque Festival, seem to have taken hold. Nonetheless, local visual arts facilities have closed in recent years due to financial constraints. • Participation rates for Opera (9%) were the second highest of all sites surveyed. While participation rates were high, the low supply of opera performances (9) demonstrates the importance of the Nevada Opera Association which produces a summer musical theatre series in addition to its regular opera season. • Reno respondents reported the highest rates of participation in 'Arts/Crafts Fairs and Festivals' and at 'Historic Parks/Monuments'. Annual events which range from a Chili Cook-off, a Rib Cook-off, an Italian Fest, an Asian Fest, the Reno Balloon Races, and the Reno Air Races almost always include arts/crafts displays as part of the event. Also, Reno area residents appear to be voracious readers, with 72% of respondents reporting "read plays, poetry, or novels." • Over 550 events were identified during a recent twelve month period, with 'Jazz' and 'Classical Music' accounting for over 75% of activity (485 events). • Like their neighbors in other parts of Nevada, Reno/Sparks respondents listed 'visiting art museums' as the single activity they would like to do more often (25%). Two large hotel venues, each seating 2,000, host much of the area's musical theatre activity. Traditional venue types (i.e., theatres, concert halls, opera houses, etc.) were attended less frequently in comparison to other sites. Rural Nevada The third Nevada site studied as part of this project, Rural Nevada includes the balance of the state's population excluding Las Vegas and Reno/Sparks. In these more rural communities, local representatives report that the arts are often "the only game in town" for social and entertainment activity. Accordingly, a broad range of arts and cultural activity is found across the state. A range of -9- 12 Local Surveys of Arts Participation Summary Report touring programs offered by presenting organizations complement productions mounted by community theatre companies. The relatively low supply of programs, however, places Rural Nevada participation rates well below average in 5 of the 7 performing arts disciplines. • Over 20% of Rural Nevada respondents reported attending a live poetry reading over the past year - the third highest rate among the 12 sites. The popularity of the annual Elko Cowboy Poetry Festival is evidence of this unique cultural tradition. • High participation in 'Arts/Crafts Fairs and Festivals' (56%) may be attributed to the statewide dispersion of community centers and local libraries which often host these types of events. • Touring programs sponsored by WESTAF (Western States Arts Federation) and the Nevada Presenters Network bring touring ballet companies to several Rural Nevada cities; these performances may account for the mid-range of participation rates for 'Ballet' and 'Other Dance'. For Rural Nevada respondents, the most frequently cited barrier to attending more often was 'Distance/travel time/inconvenient location' (26%); the frequency of this response highlights the geographic isolation of many respondents. Sedona, Arizona Over the past decade, artists have been drawn to Sedona for the area's scenic beauty and affordable living and studio space. Rising interest in the "American Southwest" cultural aesthetic has helped to position Sedona at the forefront of interest in Native American-inspired and traditional design, arts, and crafts. While visual arts activities are in abundant supply, access to the performing arts is somewhat more limited. Residents often travel to Flagstaff, and even to Phoenix, for large scale musical theatre, opera, and classical music performances. • An unprecedented 77% of all respondents reported participation at 'Art Museums/Galleries' over the past year. The large number of artists living in Sedona, the many art galleries, and the high level of programmed activity (studio tours, gallery walks, etc.) clearly translate into high public participation. • Sedona ranks second of the 12 sites in 'Jazz' participation, at 19%. In addition to regular programming in 'nightclub/jazz clubs', the annual Jazz on the Rocks festival draws close to 5,000 people each summer. • Sedona's high 'Other Dance' participation rate (13%, compared to a 12-site average of 10%) is attributed by local arts administrators to the work of two local dancers who offer classes and frequent performances. 10 12 Local Surveys of Arts Participation Summary Report • Stage plays are the most frequently presented performing arts discipline in Sedona, and the participation rate for 'Plays' (25%) exceeds the 12-site average of (20%). Winston-Salem, North Carolina The Winston-Salem area benefits from a wealth of activity in both performing and visual arts, due in part to the presence of several universities and colleges with active arts programs. Resident companies such as the Winston-Salem Symphony and the Piedmont Opera Theatre also contribute. • Participation rates for Plays' (22%) and 'Classical Music' (19%) meet or exceed the 12 site averages. Nearly 70% of the total number of performances reported in a recent twelve-month period were in these two disciplines. • While the total number of venues identified is large, local representatives report that the limited number of traditional performing arts facilities (6 of 1 15) limits the provision of programs requiring production facilities. Accordingly, participation rates for 'Opera' (4%) and 'Musicals' (17%) - which are usually performed in traditional facilities - are below average compared to other sites. • Residents in Winston-Salem reported strong interest in attending Classical Music' more frequently; 15% designated Classical Music' as their top priority, the highest percentage of all sites for this category. King County (Seattle), Washington Recognized for its world-class opera company, ballet, and symphony, the City of Seattle remains a cultural capital of the Pacific Northwest. Two of the most vibrant areas of arts activity are Seattle's "fringe" theatres and the city's modern dance community. Demographics of the Seattle area are consistent with conditions related to higher arts participation; 1990 census data shows that a third of all adults have earned college degrees. The area continues to be a desirable place for young people to establish roots. • Attendance at 'Plays' in King County is the highest of all 12 sites (29%, compared to a 12-site average of 20%). A large inventory of small venues in the 100 - 500 seat range support over 75 mainstream and "fringe" theatre companies. • Among the 12 sites studied, King County records the second highest participation rate for 'Art Museums/Galleries' (52%, second to Sedona); this rate is significantly higher than Chicago's (42%) and Philadelphia's (44%). High community awareness surrounding the recent opening of the Seattle Art Museum may have contributed to this remarkable statistic. -11- 12 Local Surveys of Arts Participation Summary Report • King County residents rank first among the 12 sites (82%, tied with Sedona) in the category of 'Reading books for pleasure'. Uniformly high participation rates for other literary categories (ranks 1st, 2nd or 3rd in all categories) reflect a well-educated population. Nearly three-quarters of all King County respondents (the highest figure for any site studied) expressed a desire to participate in the arts more frequently. Financial constraints (i.e., 'Cost of tickets', etc.) were cited most frequently as reasons for not attending more often. A new countywide hotel/motel tax fund, of which 70% will be used to fund cultural facilities, ensures continued public support of the arts and culture in King County. Chicago Area With a 1990 census population of 7.26 million, the Chicago site (including 5 counties) is by far the most populous of the 12 sites studied, providing a sharp contrast to the rural western sites both geographically and demographically. By any standards, the Chicago area is rich with both producers and presenters of traditional and non-traditional performing arts activity. Large arts institutions include the Chicago Symphony Orchestra, the Lyric Opera of Chicago, the Goodman Theatre, and the Chicago Art Institute. Major presenters in the area include the Auditorium Theatre, Performing Arts Chicago, the Chicago Jazz Festival and the Ravinia Festival, in addition to a host of educational institutions with presenting programs including Northwestern University, DePaul University, Columbia College, and the University of Chicago. Theatre companies proliferate in the area, with some 200 non-profit theatre companies and more than 80 performing arts facilities of under 300 seats. Several arts service organizations track performance activity within certain disciplines, including the Chicago Dance Coalition, the Chicago Music Alliance, and the League of Chicago Theatres. • Chicago area participation rates for the traditional performing arts disciplines are nearly average for the 12 sites studied, reflective of the large size and demographic heterogeneity of the area, especially with respect to race, income and education. • The high rate of attendance at 'Musicals' (32%, second of all 12 sites) may be due in part to Chicago's inclusion on the first-run Broadway road show circuit as well as to the preponderance of theatre companies whose productions often include musical theatre. • Unique to the Chicago site is unusually high utilization of 'Dinner Theatres' as venues for the performing arts (12% of all venue utilization, a figure twice as high as at any other site). • Among Chicago respondents who would like to attend arts events more often, fully 75% (ranks 1st) expressed an interest in attending 'Art museums/galleries' more frequently. -12 12 Local Surveys of Arts Participation Summary Report • In terms of exposure to the traditional arts on radio or through recordings, Chicago's overall figure of 83% is the highest of all 12 sites. The Chicago area benefits from a wide range of arts programming offered by a number of radio stations including WFMT, WNIB, and WBEZ. Challenges facing the Chicago arts community echo those of other large communities; sources report that audiences at traditional arts events are "graying" and that arts organizations throughout the area are struggling to respond to their increasingly diverse constituencies. Philadelphia Area The Philadelphia Metropolitan Statistical Area (MSA), which includes several counties in southern New Jersey, embraces a diverse arts community with over 30 large arts institutions with budgets over $2 million and scores of smaller groups. Several colleges and universities add measurably to the supply of arts activity, including student and professional productions and presentations of visiting artists in music, theatre, and dance. That culturally diverse programming is a major issue for arts groups reflects the area's 25% minority population. • With several exceptions, participation rates for the Philadelphia site are similar to rates for the Chicago and Pittsburgh/ Allegheny County sites, and to the average rates for all 12 sites. • As a centerpiece of American history, Philadelphia has the highest participation rate for 'Historic Parks/Monuments' (47%) of the large cities studied. Among the area's historical landmarks are Independence Hall, Valley Forge National Park, plus many historic neighborhoods and houses. • Philadelphia's rate for 'Classical Music' participation through television programming, at 50%, is the highest of all 12 sites. This rate contrasts sharply with Pittsburgh's (30%), and is more comparable to Chicago's (46%). The local non-profit station WHYY-TV's regular offerings of classical music programming may contribute to higher participation. • Of all the urban sites studied, Philadelphia respondents attended 'Alternative Venues' most often, including 'Churches/Synagogues' (4%) and 'Secondary School Facilities' (4%). Aside from the three Nevada sites, Philadelphia respondents also reported the highest utilization of 'Nightclubs/Jazz Clubs' (8%). Philadelphia's inventory of performance facilities is in a state of transition. The arts community eagerly anticipates plans for new performance facilities. Major institutions including the Philadelphia Orchestra look forward to a new home, while emerging groups await the increased availability of existing venues. 13 12 Local Surveys of Arts Participation Summary Report Broward County, Florida The cultural life of Broward County has changed radically with the influx of new residents and the opening of the Broward Center for the Performing Arts in 1990. Representatives of the arts community report trends away from the traditional arts programming offered primarily for the benefit of seasonal residents during the winter months. More family-oriented fare, such as children's theatre and popular music, now appears on the cultural calendar, even during the summer months. With respect to arts activity levels, Ft. Lauderdale clearly benefits from its proximity to Miami and other population centers along the South Florida coast. • Participation rates for traditional performing arts disciplines in Broward County are all above the 12-site averages, with the exception of 'Other Dance' performances. • Overall, 57% of the Broward County residents surveyed attended at least one performance among the seven performing arts disciplines studied, the highest figure for all sites. • Among the 12 sites studied, Broward County respondents reported the highest participation rates in the following disciplines: 'Jazz' (20%), 'Classical Music' (23%), 'Opera' (12%), 'Musicals' (34%), and 'Ballet' (13%, tied for first with Seattle/King County). These very high rates may be attributed to a number of factors, including the high public awareness surrounding the opening of the Broward Center and the greater availability of leisure time for some residents (i.e., retirees). Among Broward County respondents, 29% designated 'Art Museums/Galleries' as their single highest priority for more frequent attendance; a figure significantly higher than those for other urban sites such as Santa Clara County, CA (20%) and Seattle/King County, WA (19%). Dade County, Florida Encompassing the greater Miami area, Dade County, Florida is a rapidly growing community at the forefront of cultural change in America, in terms of both growth and diversity. According to 1990 census figures, approximately half of the population of Dade County is of Spanish origin and about 20% of the County population is African- American. The number of cultural organizations in Dade County increased from 1 10 in 1983 to nearly 600 in 1991. The resulting demand for resources, especially funding and facilities, is the primary challenge of the arts community. • Arts participation rates in the traditional disciplines do not capture the cultural richness of the community. 'Classical Music' participation for Dade County, at 12%, is the lowest of any urban site studied, although those who do attend classical music performances go more frequently than 14 12 Local Surveys of Arts Participation Summary Report their counterparts in other cities. The European-based classical music tradition is not part of the cultural heritage of a majority of Dade County's population. • Generally, participation rates for disciplines based on the spoken word (i.e., 'Musicals' and Plays') are lower for Dade County, while participation rates for 'Ballet' and 'Other Dance' (i.e., disciplines based on movement) are higher. Although a number of theatre companies present performances in Spanish, survey results show that Hispanic/Latino respondents (from all 12 sites) are less than half as likely to attend 'Plays' than White respondents, but are equally as likely to attend 'Other Dance*. • Dade County's 10% participation rate for 'Ballet' is twice the figure for Philadelphia and Chicago (both at 5%). The Miami City Ballet's rapid ascent to national prominence (it is currently the 7th largest ballet company in the U.S.) and its impact on the local community through regular performances, outreach, and education programs may contribute to high participation. The recent growth of Miami's major arts institutions has created demand for new facilities with improved technical capabilities. Representatives of the arts community recognize the need to expand access to performance facilities - not only for the city's large organizations but also for its many emerging arts groups. Santa Clara County, California Santa Clara County, at the southern end of the San Francisco Bay Area, has experienced rapid growth in population over the past two decades, and the City of San Jose is now one of California's largest centers of commerce and population. Nearly one in five residents is Hispanic/Latino, and a growing Asian community represents another 10% of the population. • For each of the seven performing arts disciplines studied, participation rates for Santa Clara County generally fall in the middle of the distribution for all 12 sites, with a tendency to be somewhat higher. • 'Jazz' participation, at 19%, is relatively high. In addition to a lively nightclub scene, a summer jazz festival takes place throughout downtown San Jose and offers free performances for three days. • Of particular note in Santa Clara County is the high rate of attendance at 'Historic Parks/Monuments', with 51% of respondents having visited such a site over the past year (ranks #2 of the 12 sites). Local representatives report that Kelly Park (a collection of historic buildings and replicas near downtown San Jose), the Winchester Mystery House, and Villa Montalvo are popular destinations for local residents and visitors. 15- 12 Local Surveys of Arts Participation Summary Report • Santa Clara County respondents reported the highest percentage of attendance at college facilities (12%) of all the sites surveyed, with the exception of Las Vegas. Four area educational institutions host performing arts activities: San Jose State University, Santa Clara University, Stanford University, and Foothill Community College. Some of the most exciting cultural developments in the county are in the area of multi-cultural performing arts collaborations involving Asian, Latino, and East Indian music and dance companies. The county's cultural community is striving to develop a supportive infrastructure for arts and culture through audience development and outreach activities. Conclusions Results of this study suggest that supply and demand (for arts activity) do not always have a traditional relationship in the economic sense, but rather stimulate each other to achieve higher participation levels. In other words, arts programs are not offered solely in response to demand, but in some cases can stimulate demand. Where high participation rates were observed, there was also high interest in attending those types of events more often. If participation breeds additional interest, then, to a degree, supply can stimulate additional demand and a spiraling effect can occur. Attempting to understand the local conditions surrounding arts participation levels may eventually lead to the transfer of arts development strategies between cities. For example, studying Seattle's theatre community, or Dade County' dance community, or Sedona's visual arts community can provide clues to stimulating higher participation in these disciplines in other communities. Dynamic forces shape different patterns of arts participation in each community. Facilities open and close; new institutions rise to prominence while others struggle to reach new audiences; demographics and cultural factors often change rapidly, creating new and different demands for programming and facilities. Arts participation rates measured in this study are like a snapshot of a long panorama that is constantly changing. Continued research at the local level will add valuable context and detail to the national surveys and advance our understanding of the ecology of arts participation. 16- 12 Local Surveys of Arts Participation Summary Report II. ARTS PARTICIPATION IN 12 LOCAL AREAS This research project adds an important new dimension to the study of arts participation. In addition to measuring arts participation or "demand" for arts programming in 12 diverse communities, another component of the research program involved gathering information on the availability or "supply" of arts facilities and programs in each of these areas, in order to better understand arts participation levels within a context of local conditions. The resulting analysis, in the broadest sense, amounts to an exploration of the relationship between "supply" and "demand" with respect to arts participation. Analysis of survey data advances our understanding of variations in arts participation levels (and other issues) for each site. Additional research into the availability of arts activities breathes life into the statistics of arts participation by shedding light on some of the reasons that respondents in a particular area attend jazz performances, for instance, as much as they do. In order to place this research effort into context with other studies, consider that an individual's arts participation history is a function of both individual and environmental factors. Demographic and cultural influences, and especially arts education as a child, help shape a person's values with respect to the arts - their attitudes about arts participation and ultimately their propensity to participate in the arts as an adult. Other factors such as ticket prices and the availability of programming affect an individual's ability to participate but are part of the general environment. The arts delivery system in any community is a complex marriage of facilities, media, arts producers, presenters, funders, service organizations, and other institutions. The "fit" between a community's arts consumers and their local delivery system is the subject of 12 site discussions which appear in this section. Despite the fact that some participation rates in certain cities can be linked with a particular arts organization or even a particular production, relationships between the "supply" of arts programming and "demand" for programming in a particular community are generally inconclusive. 1 More frequently, a combination of factors including geography, demographics, program offerings, facilities, and local traditions seem to influence participation rates. Throughout the 12 site discussions, participation rates which seem to be especially high or low are highlighted and an effort is made to discern one or more reasons which might explain the results. Proving causality, however, is beyond the scope of this research. The general approach to the site discussions is summarized in the diagram on the following page. Qualifications to Local Data The quality of local data, such as size and type of facilities, number of arts programs, etc., varies substantially from site to site. For the large urban areas studied (Chicago, Philadelphia, Pittsburgh, Miami, and Seattle), the supply of arts activities would be difficult if not impossible to measure precisely, given the size and complexity of the arts delivery systems in these areas and the vast amount of programming. In cases where numbers are not available, an anecdotal approach is taken to characterizing the local arts environment, including mention of the area's major venues and institutions. Unfortunately, the limited scope of this summary report does not allow for a full treatment of the breadth of arts activity in each site, particularly the alternative venues and small performing groups which contribute immeasurably to the arts scene in any community. Specific ^or example, Broward County's 34% participation rate for 'Musicals' is most likely related to a 12-week run of Phantom of the Opera, which drew over 250,000 people to the newly opened Broward Center in Ft. Lauderdale. - 17- 12 Local Surveys of Arts Participation Summary Report institutions mentioned in the site discussions were selected only to illustrate the range of arts activity available in each community. APPROACH TO SITE ANALYSIS "SUPPLY" RESEARCH Demographic & Lifestyles Analysis Number & Size of Arts Facilities Types of Arts Organizations Number and Type of Arts Programs Interviews with Local Representatives li "DEMAND" RESEARCH (DATA ANALYSIS) Participation Rates Number of Times Attended Types of Venues Attended Interest in Attending More Often Other Data U SITE ANALYSIS Demographic Characteristics of the Sampled Area Geographical/Locational Issues Anomalous Participation Rates Relationships Between Arts Programs and Participation Rates Gaps Between Supply and Demand Comparisons Between Similar Sites Types of Venues Attended vs. Actual Facility Inventory Interest in Attending More Often vs. Supply of Arts Programs Tables Several tables are used in each site discussion to highlight relevant data. Initially, definition of the geography surveyed and basic information about the sample are presented in a table entitled "About the Sample..." Also on the first page of each site discussion is a table summarizing the numbers of performances (jazz, classical music, opera, musicals, plays, ballet, and other dance), number of art museums, number of art galleries, number of arts/crafts fairs/festivals, and number of historical sites (monuments, parks, etc.). Figures for the number of performances are for a recent 12-month period, and do not necessarily correspond to the 12-month period over which respondents were asked to recall their history of participation. When available, these figures were included to provide a general idea of the annual availability of certain types of cultural activities. Arts participation rates for each site (weighted data) are displayed in a table on the second page of each site discussion. To provide some context, average rates for the 12 sites combined are presented in an adjacent column. Figures for the 12 sites combined are not meant to be comparable to figures from the national SPPAs, but in fact are only average figures for 12 very dissimilar communities. Readers are cautioned not to take these rates out of context. Table 1 in the appendix offers a complete picture of participation rates for all 12 sites, along with average figures for all 12 sites plus figures from the 1982 and 1985 SPPAs. In most cases, participation rates for the local sites are significantly higher than the corresponding rates from the 1982 and 1985 SPPAs. Although it is 18 12 Local Surveys of Arts Participation Summary Report probable that participation rates in some of the local areas are indeed higher than national figures, the consistency and magnitude of upward variation suggests that methodological differences in the way data was collected may account for at least some of this variation. 2 Most site discussions also contain a table showing the number and size of performance venues in the area. The many different types of venues are categorized into four groups: • traditional performing arts facilities (concert halls, etc.) • bars, clubs and dinner theatres • college/university venues • alternative venues (churches, parks, etc.) In some cases, the large number of small venues, especially nightclubs and churches/synagogues, was too difficult to measure precisely, especially for large areas. As a result, these tables do not present definitive venue information but rather include information supplied by local sources or obtained through secondary research (i.e., facility directories, etc.). The last table of each site discussion presents frequency of participation data. Participation rates alone show the "breadth" of participation in a community but do not account for how many times the respondents attended - the "depth" of arts participation. The number of different disciplines attended, yet another dimension of arts participation, is addressed briefly in the Special Topics section of this report. While most respondents attended any given discipline only once or twice, a small number of respondents reported very frequent attendance. For example, some people reported attending jazz concerts 50 to 100 times over the preceding year. These observations are not necessarily invalid, but they present a statistical problem in that they exert an undue influence when computing average figures. Therefore, all frequency of attendance observations greater than 12 were excluded from the data set for the purposes of computing mean frequency figures. This subject is explored in more detail later in the report. 2 A discussion of methodological differences between the national SPPAs and the 12 Local Surveys may be found in the Methodology Section of this report. -19- 12 Local Surveys of Arts Participation Summary Report Allegheny County (Pittsburgh), Pennsylvania Allegheny County, including the City of Pittsburgh, lost nearly ten percent of its population during the 1970s and continued to diminish in size through the 1980s to its current population of 1.34 million. Compared to other major metropolitan areas, the Pittsburgh area is somewhat less culturally diverse, with a population that is 88% white, 11% African- American, and about 1% other races. According to 1990 census data, less than 1% are Hispanic/Latino. Estimated 1992 median income was approximately $30,000, with 24% of households having incomes over $50,000, and 42% having incomes under $25,000. With respect to education levels, 1990 census data for Allegheny County show that 23% of adults (25+) have achieved a Bachelor's degree or higher, while 21% have less than a high school education. With respect to other large urban areas studied, these figures compare favorably to education levels in Miami/Dade County (19% college grads, 35% less than H.S.), and unfavorably to Seattle (33% college grads, 12% less than H.S.). Compared to all U.S households, Allegheny County contains significantly more singles and seniors (over 40% of all households) and relatively fewer high and medium-high income families. Like in other large urban areas, many households fall at both extremes of the socioeconomic scale. About the Sample.,* • Allegheny County was divided into two sub-areas for sampling - the City of Pittsburgh and the remainder of Allegheny County. The desired sample size was approximately 200 completed interviews for eachsubarea. ♦ sample size -411 Sample Demographics * 54% female, 46% male 86% white, not Hispanic 9% African-American; 4% all other races 20% have incomes > $S0,0QQ/yn 37% have incomes < $20,000/yr. 28% completed college; 7% have graduate degrees *weighted data Arts Activity in Allegheny County Pittsburgh boasts a rich cultural tradition. A number of major philanthropies - the legacy of a booming industrial economy of a bygone era - bolster the Pittsburgh's thriving arts community. Symbolizing the important role of the arts in the revitalization of downtown Pittsburgh, the Benedum Center for the Arts, a 2,800-seat fully restored movie palace, now serves as an elegant home for the Pittsburgh Ballet Theatre, Civic Light Opera, Pittsburgh Broadway Series, Pittsburgh Opera, and the Pittsburgh Dance Council. The Pittsburgh Cultural Trust, a non-profit organization, was established in 1984 to develop a cultural district in Downtown Pittsburgh and to support the arts throughout the region. The Trust operates the Benedum Center and the 1300-seat Fulton Theater; it also provides a number of different services to the arts community, including workshops, collaborative advertising, publications, and the TDC Booth (a non-profit ticketing outlet). These two facilities, along with Heinz Hall (owned by the Pittsburgh Symphony Society), constitute a triad of performance facilities within the cultural district. Among the area's major dance presenters are the Pittsburgh Ballet Theatre, the Pittsburgh Dance Council, and Dance Alloy. A large portion of the County's opera and musical theatre performances are presented by the Civic Light Opera, the Pittsburgh Opera, and the Opera Theatre of Pittsburgh. 20 12 Local Surveys of Arts Participation Summary Report Performances of classical music are offered by the Pittsburgh Symphony, the Pittsburgh Chamber Music Society, and special-interest groups such as the Organ Artist Series of Pittsburgh. Choral music is also popular in the area, evidenced by a number of active vocal ensembles including the Mendelssohn Choir of Pittsburgh, the Pittsburgh Camerata, and the Bach Choir of Pittsburgh. The non-profit Pittsburgh Public Theatre supplies a great deal of Pittsburgh's professional theatre activity, and is complemented by a number of other companies including the City Theatre Company and Quantum Theatre. Academic institutions also supply a substantial portion of theatre activity, including the Carnegie Mellon University Drama Department and the Three Rivers Shakespeare Festival, a program of the University of Pittsburgh. Pittsburgh's largest cultural center, The Carnegie, is an important institution by international standards, encompassing the Library of Pittsburgh, Museum of Art, Museum of Natural History, Music Hall, and Science Center. The diverse programming of the Carnegie, while emphasizing the visual arts, represents several cultural disciplines, and enriches the lives of both Pittsburgh area residents and tourists. Arts Participation in Allegheny County Generally, arts participation rates for Allegheny County are near or somewhat below average in comparison to mean figures for the 12 sites combined. In comparison to the other large urban areas studied, Pittsburgh compares similarly to Chicago and Philadelphia in many categories, outpaces Miami/Dade County in several disciplines, but does not reach the high participation rates of Seattle/King County or San Jose/Santa Clara County, both of which are similar in size to Pittsburgh/ Allegheny County. 'Classical Music' participation in Allegheny County (20%) matches the rates for Seattle and Chicago, and is slightly ahead of Philadelphia (19%). The Pittsburgh Symphony, long considered a world-class orchestra, places Pittsburgh in a class with other larger cities in the realm of classical music. Almost 70% of 'Classical Music' attenders reported last attending a 'Concert Hall/Opera House' - pointing to the Pittsburgh Symphony's frequent Allegheny County Arts Participation Rates >> C 9 O U >> B 0> ■a it < a e CO < CORE DISCIPLINES Jazz 14% 15% Classical Music 20% 20% Opera 5% 6% Musicals 25% 27% Plays 18% 20% Ballet 7% 7% Other Dance 8% 10% Art Museum/Gallery 38% 42% Any of 8 Core Disciplines 57% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 55% 49% Attend Movie Theater 72% 73% Historic Park/Monument 41% 44% LITERATURE Read Books for Pleasure 60% 73% Read Plays or Poetry or Novels 63% 69% Read Plays 8% 8% Read Poetry 25% 29% Read Novels/Short Stories 59% 64% Hear Poetry 7% 15% Hear Novels/Books 8% 13% TELEVISION EXPOSURE Jazz 31% 36% Classical Music 30% 44% Opera 16% 23% Musicals 22% 29% Plays 22% 27% Any Dance 31% 36% Artists/Art/Art Museums 34% 43% Any TV Exposure 65% 75% RADIO OR RECORDINGS Jazz 40% 51% Classical Music 52% 61% Opera 24% 28% Musicals 20% 23% Plays 6% 10% Any Radio/Recordings 67% 77% -21 2 Local Surveys of Arts Participation Summary Report Allegheny County Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL EATING CAPACITY RANGES #of Venues Total Seats #of Venues Total Scats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats fp to 300 14 1901 N/A N/A 5 966 7 1050 26 3917 01 - 850 12 6145 N/A N/A 2 820 4 1875 18 8840 51 - 1500 1 1350 N/A N/A 2 1871 1 1500 4 4721 501 - 2500 1 1950 N/A N/A 1 1950 h>er 2501 3 8569 N/A N/A 3 8569 ! 'otal Seat Count by Type 31 19915 9 3657 12 4425 52 27997 srformances at Heinz Hall, a 2,847-seat concert hall. The area's steady supply of chamber and loral music performances may also contribute to such a solid participation rate for 'Classical Music'. ittsburgh's participation rate for 'Musicals' (25%), also compares to Seattle (26%) and Philadelphia 14%), but falls behind Chicago (32%) and Santa Clara County (30%). The Pittsburgh Broadway eries, (a presentation of the Pittsburgh Symphony Society, the Pittsburgh Cultural Trust, and PACE heatrical Group, Inc.), and the Civic Light Opera, draw thousands downtown to the Benedum enter and Heinz Hall for musical theatre productions. That relatively few musical theatre attenders ported attending any other venue type besides a 'Theatre' or 'Concert Hall/Opera House' underscores le importance of these downtown venues. articipation rates for other performing arts disciplines pically place Pittsburgh between several of the other rban sites studied. Pittsburgh's jazz participation rate of 4% falls between Seattle's 16% rate and Philadelphia's ite of 12%. Similarly, Pittsburgh's 18% participation ite for Plays' equals Philadelphia's rate for that category, at falls short of Chicago's rate (21 %), and is well short of eattle (29%) in this category. /ith respect to dance participation, Pittsburgh's 7% rate >r 'Ballet' is somewhat higher than Chicago's and hiladelphia's rates of 5%, but behind Miami/Dade ounty's rate of 10%. Pittsburgh's 8% participation rate )r 'Other Dance' ranks last among the 12 sites; this lower ite may be less related to the supply of dance srformances and more a reflection of the demographic laracteristics (esp. education levels) of the Pittsburgh area. ittsburgh's 38% participation rate for 'Museums/Galleries' falls behind most of the other 1 1 sites udied. Only Miami/Dade County (35%) and Winston-Salem (32%) rank behind Pittsburgh in this itegory. In addition to the Carnegie Museum of Art, the Frick Art Museum also houses a ;rmanent collection. A number of other galleries and service organizations, including The Mattress actory, the Pittsburgh Center for the Arts, the Society for Contemporary Crafts, and the Wood treet Galleries (a Pittsburgh Cultural Trust project) offer regular exhibitions, as well as several iucational institutions. Allegheny County - Mean Frequency of Attendance Among Attenders •** S S o U e V J3 a* < 6G «S »— i -J -J < Jazz 2.26 2.7 Classical Music 3.25 2.84 Opera 2.15 1.86 Musicals 2.56 2.3 Plays 3.18 2.45 Ballet 1.57 1.77 Other Dance 1.96 2.03 Art Museum/Gallery 2.2 2.62 Arts/Crafts Fair/Festival 2.3 2.66 Historic Park/Monument 2.42 2.85 22 12 Local Surveys of Arts Participation Summary Report Over half of all Allegheny county respondents (55%) reported attending an 'Arts/Crafts Fair/Festival' during the past 12 months, a rate higher than at most of the other sites studied, including Chicago and Philadelphia, and equal to Seattle's 55% rate in this category. This result is probably related to the popular Three Rivers Arts Festival, a 17-day multi-disciplinary visual and performing arts event held each June throughout the downtown area. All of the Festival's activities - including exhibitions, performances, children's programs, and poetry readings - are free to the public. Annual attendance at the Festival is approximately 600,000. Literature participation rates for Pittsburgh are low (or lowest) in comparison to the other sites studied. For example, 60% of Pittsburgh/ Allegheny County respondents 'Read Books for Pleasure', compared to 82% for Seattle/King County. Aside from the relatively low education levels of the Allegheny County population, there is little else to explain these comparatively low rates, particularly for attending readings of poetry (7% - lowest of all 12 sites by a wide margin) or of Novels/Books (8%). Moreover, one source of literary activity - the Three Rivers Lecture Series - is well-attended, according to local sources. Despite its relatively large population, Pittsburgh's media participation rates are also low or lowest among the 12 sites studied. While 65% of Pittsburgh respondents reported some television exposure to the arts, this rate is 10% to 15% behind similar rates for other large cities and is comparable only to the Rural Nevada site (67%), where the supply of television programming is very limited. Types of Ve nues Attended Almost 80% of all Allegheny County respondents who participated in any of the seven performing arts disciplines reported last attending a traditional venue type, a figure just higher than Seattle/King County (78%), and significantly higher than Chicago (67%) and Philadelphia (65%). Attendance at 'Concert Hall/Opera House' - 33% - is the highest for this venue type for all 12 sites by a wide margin, and again points to the importance of Heinz Hall and the Benedum Center in the facility inventory of the area. Over a third of all jazz attenders last visited a 'Nightclub/Jazz Club', a figure typical of other large urban areas and evidence of a healthy jazz scene. Use of alternative venues (esp. churches or synagogues and secondary school facilities) is lowest among comparable sites. Interest in Attending More Often Two-thirds of Pittsburgh/ Allegheny County respondents indicated that they would like to attend arts events more often, a figure not significantly different than similar figures for Chicago and Philadelphia (both 68%), but lower than Seattle/King County (74%) by a significant margin. As at other sites, the largest percentage of respondents (62%) expressed an interest in attending 'Museums/Galleries' more frequently, followed by 'Musicals' (59%) and 'Plays' (56%). Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for number and size of venues provided by the Pittsburgh Cultural Trust Information regarding specific cultural institutions was drawn from a variety of publications, including Pittsburgh Arts Resources: 1992-93 Cultural Directory , and other publications of the Pittsburgh Cultural Trust. 23- 12 Local Surveys of Arts Participation Summary Report Las Vegas, Nevada Known in recent years as the fastest growing American city, the population of Las Vegas grew by nearly 70% during the 1970s and an additional 50% in the 1980s. With a 1990 census count of 718,804, projections indicate that the city will reach nearly 850,000 residents by 1997. Current demographic data indicate that 81% of the population is white, 10% African- American, and 1 1% of Spanish origin (independent of race). Median household income has risen from $19,000 to more than $32,000 in just over 10 years, and 1990 census figures show that 24% of the area's households have an annual income over $50,000. A composite view of the area shows a rapidly changing community with younger, upwardly mobile new residents (many from southern California) joining traditional families as the new Las Vegans. As the largest city in Nevada, Las Vegas reflects the diversity of lifestyles associated with urban areas, including both affluence and poverty. About the Sample.., • 28 Nevada ZIP Codes were sampled, covering the greater Las Vegas area, including Henderson and Boulder City • sample size - 402 Sample Renographies* 50% female, 50% male 78% white, not Hispanic 7% African-American; 7% Hispanic 19% have incomes > $50,000/yr. 27% completed college, 4% have graduate degrees. *weighted data Arts Activity in Las Veg as Local arts representatives speak of the community's great interest in popular entertainment, including pop music, jazz, and blues, all of which are in abundant supply in the city's casinos and showrooms. Touring productions of Broadway musicals have also been popular, and the city's resident ballet and civic symphony orchestras have a long tradition of performing in the community. A substantial presenting series at the University of Nevada - Las Vegas (UNLV) brings touring dance, music, and theatre groups to the region. Figures for the number of performances in each discipline (not counting casino shows) were researched carefully by Clark County officials (see Table at left). Frequent jazz programming in hotel bars accounts for a large majority of jazz activity in Las Vegas, although about 75 to 100 jazz events were not associated with the hospitality/gaming industry. Arts administrators interviewed for this study concurred that professional theatre is sorely lacking, and that the absence of suitable facilities in the range of 500 to 2,000 seats has hampered the growth of the arts community. On a positive note, several new libraries planned for the city will feature 300-seat auditoria, and outdoor amphitheaters are also planned as features of new city and regional parks. Children's theatre and arts/crafts classes continue to grow as young families look for cultural experiences, while the city's arts community faces the challenge of drawing visitors out of casino hotels and into arts programs throughout the city. Las Vegas Cultural Activity Cultural Attractions Art Museums 12 Art Galleries 150 Arts/Crafts Fairs/Festivals 6 Historic Parks/Sites/Monuments 3 Performing Arts Activity* Jazz 1,063 Classical Music 88 Opera 8 Musicals 46 Plays 112 Ballet 51 Other Dance 36 *Number of Reported Performances over a Recent 12-Month Period -24- 12 Local Surveys of Arts Participation Summary Report Arts Participation in Las Vegas The effect of the gaming industry on arts participation in Las Vegas is pronounced. The glut of popular programming in the city's casino showrooms, while a boon to visitors and the local economy, appears to influence local arts participation negatively in the traditional disciplines, both in terms of supply and demand. Attendance at traditional performing arts disciplines is quite low in comparison to other urban areas studied, especially in the areas of classical music and opera. This finding is consistent with the relatively low supply of programs in these disciplines. The 9% attendance rate for 'Classical Music' is the lowest of all 12 sites. Representatives of the local arts community indicate that Las Vegas's local symphony orchestra is not well supported in the community and receives no city or county funding. The balance of classical music programming is available primarily through UNLV's Master Series, which presents touring ensembles at relatively high ticket prices ($15-$45). Attendance at 'Opera' is the second lowest of all 12 sites at 3% and can be explained by the lack of local productions of opera in Las Vegas. Only two operatic performances were presented by UNLV last year. Participation rates for 'Jazz' (15%), 'Ballet' (7%), and 'Other Dance' (11%) are all within a few points of the 12-site averages. It is interesting to note, however, that supply figures indicate twice as many ballet as other dance performances, though the rate for 'Other Dance' attendance is higher. One possible explanation may involve the wide variety of casino showroom entertainment in the form of musical and dance "revues" which feature jazz and tap dance and may be attracting local residents at moderate levels. One positive effect of the Las Vegas gaming industry is the large numbers of local musicians and dancers employed by entertainment promoters. 3 Rates for participation in both 'Musicals' and 'Plays' are both well below the 12-site averages; these low rates reflect the low supply of programs and, in fact, the dearth of appropriate facilities in which to present or produce these disciplines. Outside of two performance facilities at UNLV and the 1,200 seat Las Vegas Participation Rates 3 S > 3 - a C0 B on w on a < CORE DISCIPLINES Jazz 15% 15% Classical Music 9% 20% Opera 3% 6% Musicals 20% 27% Plays 16% 20% Ballet 7% 7% Other Dance 11% 10% Art Museum/Gallery 39% 42% Any of 8 Core Disciplines 59% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 50% 49% Attend Movie Theater 67% 73% Historic Park/Monument 36% 44% LITERATURE Read Books for Pleasure 71% 73% Read Plays or Poetry or Novels 69% 69% Read Plays 4% 8% Read Poetry 33% 29% Read Novels/Short Stories 65% 64% Hear Poetry 13% 15% Hear Novels/Books 9% 13% TELEVISION EXPOSURE Jazz 37% 36% Classical Music 33% 44% Opera 16% 23% Musicals 25% 29% Plays 21% 27% Any Dance 32% 36% Artists/Art/Art Museums 36% 43% Any TV Exposure 69% 75% RADIO OR RECORDINGS Jazz 50% 51% Classical Music 54% 61% Opera 18% 28% Musicals 16% 23% Plays 7% 10% Any Radio/Recordings 74% 77% 3 Where Artists Live. 1980 . National Endowment for the Arts - Research Division Report #19, March 1987. -25- 12 Local Surveys of Arts Participation Summary Report Las Vegas Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 1 300 4 650 2 350 1 300 8 1600 301 - 850 2 1180 1 600 2 1150 5 2930 851 - 1500 2 2900 2 2900 1501 - 2500 1 2000 1 2200 2 4200 Over 2501 1 7500 1 18000 2 25500 Total Seat Count by Type 5 10980 4 650 5 21150 5 4350 19 37130 Las Vegas High School Auditorium, there are no performance venues with advanced technical capabilities. Attendance by Las Vegans at art museums and arts/crafts fairs is about average for the 12 sites, but visitation at 'Historic Sites' is the lowest of all 12 sites at 36%. This figure is somewhat curious when considered in light of Reno's second highest rate of visitation at heritage attractions (50%). One explanation may lie in Las Vegas' geographic isolation from the historic sites scattered around Nevada; Reno is closer in proximity to the Lake Tahoe area and to other historic Nevada towns (Carson City, Virginia City, etc.). Also, Las Vegas is a relatively young city. In terms of reading literature and attending public readings, Las Vegas has comparatively low rates in several categories, in contrast to the Reno and the rural Nevada sites. Las Vegas literature participation rates include: 'Reading Books for Pleasure' - 71% (ranks 9th of 12 sites); 'Reading Plays' - 4% (ranks last); and 'Attending Poetry Readings' - 13% (ranks 1 1th). Likewise, rates for exposure to the arts on television, on radio, or through recordings are quite low compared to the 12-site averages. One can surmise that the widespread availability of popular programming at the casino showrooms, combined with the relative youth of the city, contributes to lower participation rates in the traditional disciplines. Further research is necessary to determine if Las Vegas residents participate more actively in other types of cultural events (e.g. popular music, etc.) which were not surveyed. Types of Ve nues Attended Distinctly different patterns of venue utilization may be observed among Las Vegas arts attenders, in comparison to other sites. Although Las Vegas attenders utilize fewer traditional performing arts venues than any other site (57%, compared to the 70% average for all sites), college facilities are used more frequently on a relative basis than any other site (24%, compared to an 8% average). Almost one quarter of all performing arts attenders surveyed reported last attending a college facility; clearly, the UNLV facilities and presenting Las Vegas - Mean Frequency of Attendance Among Attenders 3 > 3 - t/3 m H 33 •-9 < Jazz 2.45 2.7 Classical Music 2.66 2.84 Opera 1.39 1.86 Musicals 2.2 2.3 Plays 2.37 2.45 Ballet 1.47 1.77 Other Dance 1.92 2.03 Art Museum/Gallery 3.17 2.62 Arts/Crafts Fair/Festival 2.29 2.66 Historic Park/Monument 3.16 2.85 -26 12 Local Surveys of Arts Participation Summary Report program play a crucial role in the local performing arts environment, particularly in the areas of classical music, ballet, musicals, and stage plays. Parks and open-air facilities are also important venues for Las Vegas, although only two such venues are listed in this category: the Las Vegas Silver Bowl (capacity 40,000) and the Silver Mountain Ranch State Park (capacity 1,500). These venues account for 30% of jazz attendance and 16% of attendance at musical productions. Unique to the Las Vegas site is the reported utilization of library venues for performances of classical music, stage plays, and musicals. The Las Vegas - Clark County Library District includes 10 branches with 7 art galleries and various small performance spaces. Interest in Attending More Frequently Among those who would like to attend arts events more often, 24% indicated that jazz would be their top priority, the highest ranking for jazz among all sites. This finding is consistent with the musical preferences of a younger population, and most likely reflects the desires of local residents to participate more fully in an entertainment scene loaded with headline jazz artists. Another 25% cited 'Art Museums/Galleries' as their top priority for attending more often. This high rate of interest may relate to a high public awareness of the area's 12 museums and 150 art galleries (estimated). In contrast to other urban sites studied, only 18% of Las Vegans who would like to attend arts events more often expressed any interest in seeing more opera. The equivalent figure for Chicago was 29% and for Seattle 26%. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for number and size of venues, number of performing arts events, and number of other cultural attractions provided by the Clark County Parks and Recreation Department -27 12 Local Surveys of Arts Participation Summary Report Reno, Nevada The twin cities of Reno and Sparks, just east of Lake Tahoe on Interstate-80, have traditionally served as a gaming and recreation vacation mecca for residents of the San Francisco Bay Area. Referred to as "the biggest little city in the world," Reno has experienced rapid growth over the past 20 years (much like Las Vegas to the south) and is projected to continue to grow over the coming decade. With a 1990 census population of 238,887, the area is growing at a rate of approximately 2% per year. Only one-third of households have children under 18, 45% are renters, and the median age is about 34 years. The racial composition of the area is predominantly white (91%), with approximately 3.5% Native Americans. People of Spanish origin comprise about 8.6% of the population. The overall picture is one of a metropolitan area dominated by middle and upper-middle class households including many younger, upwardly mobile singles and couples just beginning to establish roots in the community. About the Sample.., • 14 ZIP Codes were sampled, covering the greater Reno/Sparks area. • sample size = 401 Sample Demographics* • 50% female, 50% male • 84% white, not Hispanic • 4% Native American; 7% Hispanic • 17% have incomes > $50,000/yr. • 27% completed college, 6% have graduate degrees. * weighted data Arts Activity in Reno Parallel to its population growth and demographic changes, arts activity in Reno is moving away from traditional European-based programming to a more diverse assortment of multi-cultural performances and festivals. While local arts administrators report that efforts to diversify cultural programming have been slow to take hold, certain events (e.g., Asian Fest, Basque Festival) have been successful. Resident performing arts producers include the Reno Philharmonic, the Nevada Festival Ballet, the Nevada Opera Association, and the community-based Reno Little Theatre. Presenting activity takes place primarily at the University of Nevada-Reno. In terms of visual arts, three contemporary exhibition spaces have closed in the past three years due to financial constraints and controversy surrounding exhibition of certain works. Local artists report that the cultural community is slowly maturing through the provision of support services and the evolution of community-based organizations which are just beginning to present cultural events. Arts Participation in Reno Participation rates for the seven performing arts disciplines surveyed range from high to low, closely reflecting the available supply of programming, with several exceptions. Attendance at jazz performances is the second lowest of all 12 sites, although there does appear to be a fair supply of jazz available in nightclub settings, often in the city's casino hotels. Musical theatre (19%) and drama (15%) participation Reno Cultural Activity Cultural Attractions Art Museums 1 Art Galleries 30 Arts/Crafts Fairs/Festivals 50 Historic Parks/Sites/Monuments 50 Performing Arts Activity* Jazz 235 Classical Music 250 Opera 4 Musicals 5 Plays 30 Ballet 3 ! Other Dance 50 *Number of Reported Performances over a Recent 12-Month Period 28- 12 Local Surveys of Arts Participation Summary Report rates are significantly lower than the averages for all 12 sites (27% and 20%, respectively) and may be attributed to the low supply of musical theatre and stage play productions. Reno currently has no professional theatre company, nor a presenter or producer of musical theatre. Participation rates for 'Ballet' and 'Other Dance' are within several points of the 12-site averages; the Nevada Festival Ballet does occasionally present touring dance companies in Reno, providing a fair supply of dance performances. Reno's 9% participation rate for 'Opera' was the second highest of all 12 sites, behind Broward County (12%). The supply of opera performances in Reno - 12 performances over the past 12 months - would not tend to support this figure. One explanation may lie in the fact that the Nevada Opera Association produces musical theatre performances during the summer months; perhaps some respondents incorrectly identified musical theatre participation as opera participation. In terms of attendance at visual arts exhibits and historic sites, participation rates in Reno are notable in two categories: 'Arts/Crafts Fairs and Festivals' (62%, the highest of all 12 sites) and 'Historic Parks/Monuments' (50%, the third highest of all sites after Sedona and Santa Clara County). The very high participation rate for arts and crafts fairs/festivals is due in part to the preponderance of special events and festivals taking place in the Reno/Sparks area, almost all of which have some arts/crafts displays along with the main fare. Annual events include a Chili Cook- Off, Rib Cook-Off, Italian Fest, Asian Fest, Reno Balloon Races (drawing close to 150,000 people over 3 days), and the Reno Air Races (drawing in excess of 200,000). These major events, with sponsorship from the local casinos, generally have modest displays of art and craft work. One specialty event is the annual Holiday Season Crafts Fair sponsored by the Reno/Sparks Convention & Visitors Authority, where holiday-oriented craft work is available for sale each December. The fact that one of every two survey respondents reported visiting an historic park/site or monument over the past year is also remarkable, and indicates that Reno residents partake of nearby historical attractions on a regular basis. Among those who reported visiting an historic park/site or monument over the past year, the average frequency of participation was 3.51 times, somewhat higher than the average figure of 2.85 times for all 12 sites combined. In addition to its own district of historic homes, Reno Reno Arts Participation Rates © s f I GO d < CORE DISCIPLINES Jazz 10% 15% Classical Music 18% 20% Opera 9% 6% Musicals 19% 27% Plays 15% 20% Ballet 7% 7% Other Dance 12% 10% Art Museum/Gallery 41% 42% Any of 8 Core Disciplines 57% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 62% 49% Attend Movie Theater 68% 73% Historic Park/Monument 50% 44% LITERATURE Read Books for Pleasure 76% 73% Read Plays or Poetry or Novels 76% 69% Read Plays 9% 8% Read Poetry 35% 29% Read Novels/Short Stories 73% 64% Hear Poetry 14% 15% Hear Novels/Books 13% 13% TELEVISION EXPOSURE Jazz 35% 36% Classical Music 43% 44% Opera 20% 23% Musicals 28% 29% Plays 25% 27% Any Dance 37% 36% Artists/Art/Art Museums 46% 43% Any TV Exposure 77% 75% RADIO OR RECORDINGS Jazz 46% 51% Classical Music 61% 61% Opera 22% 28% Musicals 16% 23% Plays 8% 10% Any Radio/Recordings 74%. 77% 29 12 Local Surveys of Arts Participation Summary Report Reno Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 2 450 7 740 3 600 1 300 13 2090 301 - 850 1 500 1 615 3 1500 5 2615 851 - 1500 1 1428 1 1500 2 2928 1501 - 2500 2 4000 2 4000 Over 2501 1 5000 1 5700 2 10700 Total Seat Count by Type 6 10878 8 1240 4 1215 6 9000 24 22333 is also close to the historic towns of Carson City and Virginia City which are noted visitor destinations and heritage tourism sites. Additionally, the Pony Express Trail, Dormer Pass historic site, and several historic markers in state and national parks are all within a short drive of the Reno/Sparks area. Reno residents appear to be voracious readers, recording the highest percentage of all 12 sites for the category "read plays, poetry, or novels" (76%). When the figure is broken down for each type of literature, Reno ranks first in the "reading novels/short stories" category (73%) and is second only to Sedona in the "read poetry" category. Consistent with the literature participation rates of the Rural Nevada site, it appears that the literary tradition of the western U.S. is flourishing in the Reno/Sparks metropolitan area, as well. With regard to arts participation through the electronic media and recordings, respondents in the Reno sample report average participation rates in comparison to the other sites, although participation through audio recordings is lower in several categories. Reno residents appear to be less likely than respondents in other cities to listen to recordings of opera or musical theatre on the radio, or on records, tapes, or CD's. Venue Typ es Attended Traditional venues were last attended by 64% of all Reno arts audiences, compared to a 70% average for all 12 sites. Among the traditional venue types, theatres (39%) and college facilities (10%) were used somewhat more frequently than average, while concert halls or opera houses were attended less frequently (10%). Two large hotel venues, John Ascuaga's Nugget and the Reno Hilton, each seat 2,000 and are primarily used for dinner theatre. Musical theatre attenders most likely classified these two large venues as theatres or nightclubs, rather than dinner theatres. This confusion provides an example of the subjective nature of venue type definitions. Reno - Mean Frequency of Attendance Among Attenders e e OB H MM - < Jazz 3.25 2.7 Classical Music 2.63 2.84 Opera 1.93 1.86 Musicals 2.04 2.3 Plays 2.08 2.45 Ballet 2.01 1.77 Other Dance 2.02 2.03 Art Museum/Gallery 2.59 2.62 Arts/Crafts Fair/Festival 2.49 2.66 Historic Park/Monument 3.51 2.85 30 12 Local Surveys of Arts Participation Summary Report Attendance at 'Nightclubs/jazz clubs', at 16%, is the highest for any site. Musicals and jazz are the primary disciplines presented in 'Nightclubs/jazz clubs', although a number of respondents reported attending ballet and other dance performances at these venues. High rates of arts attendance at nightclubs/jazz clubs are unique to the Nevada sites and are clear evidence of the gaming industry's contribution to entertainment programming and the local facility inventory. Interest in Attending More Often It is worth noting that like their neighbors in rural areas of the state, residents of Reno/Sparks listed "visiting art museums" as the single activity they would most like to do more often (25%, compared to 16% for jazz concerts). The data also seem to support the notion that there is an unmet demand for cultural events in the area: 71% said they would like to attend cultural events more often, the third highest percentage of all sites. When asked why they hadn't attended more often, fully 20% mentioned "cost of tickets" as a primary reason, the third highest percentage citing prohibitive ticket prices out of all 12 sites. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for number and size of venues, number of performing arts events, and number of other cultural attractions provided by the Sierra Arts Foundation. 31- 12 Local Surveys of Arts Participation Summary Report Rural Nevada The Rural Nevada site is composed of the entire state excluding the metropolitan areas of Reno/Sparks and Las Vegas and includes ten towns ranging in population from 1,000 (in Lincoln County) to 40,000 (Carson City). The 1990 census count for this area was 140,683, of whom 91% are white, 3.5% Native American, and 8.6% of Spanish origin. Nearly half of the households have children under age 18, and almost 38% of residents live in areas classified as "rural". Education levels are relatively low, with 42% listing high school graduation as the highest grade completed and only 14% being college graduates. The area includes relatively high concentrations About the Sample... « The Rural Nevada site consisted of ten communities - Carson City, Ely, Elko/Carlin, Fallon, Minden/Gardenville, Lincoln County, Tomopah/GoIdfielcL Virginia City, Winnemucca, and Yerrington. The sample was allocated to the ten communities proportional to their population share. . • sample size » 401 Sample Demographics * 47% female, 53% male 82% white, not Hispanic 6% Native American; 10% Hispanic 17% have incomes > $50,000/yr. 19% completed college, 6% have graduate degree. *weighted data of upper-middle and middle income families; younger, upwardly mobile singles and couples; and older, lower income working and retired couples. When considering this site, it is important to note that "rural" does not necessarily mean agricultural, but rather implies isolation from urban areas. Some of the smaller communities included in this site are, in fact, home to many professionals and employees of Nevada's casinos, military bases, and community colleges. Local representatives report that arts performances and exhibits are frequently attended by ranchers and schoolteachers. In one sense, the isolated towns are extremely supportive of cultural programming - often the "only game in town" as far as social and entertainment activity. Arts Activity in Rural Nevada A wide range of arts and cultural activity is found across the state, evidenced by successful community theatre companies and presenting organizations which offer touring attractions. Representatives of cultural organizations indicate that audiences are growing more reluctant to attend experimental or non- traditional arts programs. Accordingly, presenters are offering more traditional fare and theatre companies are sticking with the classics. There does not appear to be a strong correlation between size of community and arts activity, and it has been reported that productions and touring arts presentations in some of the smallest towns (Yerrington, Gardnerville, Minden, etc.) outweighs the cultural activity in Carson City (which is also close enough to Reno and South Lake Tahoe for arts patrons to travel for programs). Rural Nevada Cultural Activity Cultural Attractions Art Museums 11 Art Galleries 9 Arts/Crafts Fairs/Festivals 19 Historic Parks/Sites/Monuments 12 Performing Arts Activity* Jazz 13 Classical Music 29 Opera 1 Musicals 13 Plays 28 Ballet 3 Other Dance 17 *Number of Reported Performances over a Recent 12-Month Period 32- 12 Local Surveys of Arts Participation Summary Report Arts Participation in Rural Nevada In terms of participation, attendance rates for five of the seven performing arts disciplines surveyed are well below the averages for the 12 sites; these lower rates reflect the relatively low supply of programs in and isolation of the state's small towns. Two exceptions can be found in the categories of 'Ballet' (5th of 12 sites) and 'Other Dance' (equal to the average for all sites). The higher rates of attendance for ballet and dance performances have three possible explanations. First, touring ballet companies - with underwriting from the Western States Arts Federation (WESTAF) and the Nevada Presenters Network - regularly visit several of the towns in the Rural Nevada site. Additionally, many of the municipalities have active ballet and dance schools, whose dance recitals featuring student performers are well attended. Third, at least three of the communities have recently hosted performances by a touring Ballet Folklorico troupe. Attendance at these performances may have been considered as 'Ballet' participation by survey respondents, regardless of the actual genre of dance performed. Participation rates for 'Art Museums/Galleries' and 'Historic Sites' are within a few percentage points of the 12-site averages, while attendance at 'Art/Crafts Fair or Festival' is significantly higher (56%) than the average for all 12 sites (49%). Members of the local communities indicate that festivals and art exhibits often take place in venues such as community centers and libraries and that they are quite accessible to the general public (more so than, say, art galleries in urban settings). Reportedly, it is also not uncommon to drive in excess of 100 miles for events and exhibits in neighboring communities. Frequency of attendance among audiences is lower than average for all disciplines except 'Art Museums/Galleries' and 'Historic Sites', for which the mean frequency of attendance is somewhat higher than the average. The low frequency of attendance figures for performing arts disciplines may be attributed both to the limited supply of programming and to the long distances separating respondents and venues. Perhaps the most fascinating finding from this research is that 20% of respondents reported attending a live poetry reading over the past year, the third highest participation rate in this category for all 12 sites (after Sedona, AZ and Dade County, FL). One annual event which accounts for a good portion of this response is Elko's Cowboy Poetry Festival, which draws visitors from throughout the nation to experience one of the West's oldest traditions: the cowboy poet who recites verse from memory, often around a campfire setting. Even more surprising, however, are reports of frequent poetry readings taking place throughout the state in bars, Rural Nevada Arts Participation Rates cs > Z S s as § VX g CO 3 CORE DISCIPLINES Jazz 7% 15% Classical Music 10% 20% Opera 2% 6% Musicals 12% 27% Plays 12% 20% Ballet 8% 7% Other Dance 10% 10% Art Museum/Gallery 39% 42% Any of 8 Core Disciplines 52% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 56% 49% Attend Movie Theater 63% 73% Historic Park/Monument 42% 44% LITERATURE Read Books for Pleasure 74% 73% Read Plays or Poetry or Novels 71% 69% Read Plays 6% 8% Read Poetry 32% 29% Read Novels/Short Stories 66% 64% Hear Poetry 20% 15% Hear Novels/Books 12% 13% TELEVISION EXPOSURE Jazz 27% 36% Classical Music 32% 44% Opera 13% 23% Musicals 20% 29% Plays 19% 27% Any Dance 32% 36% Artists/Art/Art Museums 41% 43% Any TV Exposure 67% 75% RADIO OR RECORDINGS Jazz 36% 51% Classical Music 51% 61% Opera 14% 28% Musicals 16% 23% Plays 7% 10% Any Radio/Recordings 62% 77% -33 12 Local Surveys of Arts Participation Summary Report Rural Nevada Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 7 1355 9 880 3 300 33 4785 52 7320 301 - 850 7 3990 1 550 20 10120 28 14660 851 - 1500 1 924 3 3800 4 4724 1501 - 2500 1 2500 1 2500 Over 2501 2 6500 2 6500 Total Seat Count by Type 15 6269 10 1430 3 300 59 27705 87 35704 libraries, and alternative settings. Aside from the cowboy poetry tradition, there appears to be a fascination with the spoken word and the traditional art of storytelling in this rural western state. Many contemporary American authors have chosen to write about and/or live in the western and Mountain states and appear to be contributing to an historic tradition by helping stimulate a renewed interest in literary pursuits by residents of Nevada. In terms of media exposure to the arts, participation rates for residents of rural Nevada are generally well below those for the other sites; these lower rates reflect a relatively low supply of programming. The rate for overall exposure to radio broadcasts or recordings of traditional arts - 62% - is, in fact, the lowest of all 12 sites, almost certainly because of the dearth of radio stations available to residents of this vast state. Venue Types Attended Several striking differences are apparent between the venue types attended by Rural Nevada audiences and by respondents in other survey sites. As would be expected, fewer "traditional" venue types were attended by arts participators in the rural Nevada site. The category 'Concert Hall or Opera House' only accounted for 7% of attendance in comparison to an average of 18% for all 12 sites combined. 'Civic Centers', on the other hand, were utilized by more than twice as many Rural Nevada arts attenders (25%, ranks first). These facilities, which are used for all types of performances, include community and convention centers (e.g., Fallon Community Center, seating 450; Wellington Community Hall, seating 250; etc.) located in most of the small communities scattered around the state. Rural Nevada - Mean Frequency of Attendance Among Attenders 08 > 41 z 2 s OS H 1—1 < Jazz 2.55 2.7 Classical Music 2.51 2.84 Opera 1.17 1.86 Musicals 1.53 2.3 Plays 1.48 2.45 Ballet 1.5 1.77 Other Dance 1.64 2.03 Art Museum/Gallery 2.7 2.62 Arts/Crafts Fair/Festival 2.19 2.66 Historic Park/Monument 3.11 2.85 All three of the Nevada sites participating in this study showed high utilization of 'Nightclub/Jazz club' venues, reflecting the abundance of programming in casinos and nightclubs supported by the gaming industry. Not only jazz attenders used these venues, but also attenders of 'Musicals' and 'Other Dance'. Finally, 'Secondary Schools' also serve a disproportionate number of arts attenders in Rural Nevada (9%, ranks first). School facilities are found throughout the ten communities comprising this site, primarily small theatres in the 200 to 700-seat range. 34- 12 Local Surveys of Arts Participation Summary Report Interest in Attending More Often 64% of rural Nevada respondents indicated an interest in attending cultural events more often. When asked about the single cultural activity that they would like to do more often, 'Art Museums/ Galleries' were cited by 36% of all respondents - the highest percentage interested in any single activity across all 12 sites. The geographical isolation of respondents is clearly a deterrent to increased arts attendance. When asked about the primary reason for not attending arts events more frequently, 26% indicated 'distance/travel time/inconvenient location' as the most significant factor. This reason is the most frequently cited barrier to attendance for this site, and Rural Nevada also has the highest response rate in this category among all sites. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Special thanks to the Nevada State Council on the Arts for collecting and compiling information on arts activities and venues from 10 communities in Rural Nevada. 35 12 Local Surveys of Arts Participation Summary Report Sedona, Arizona The Greater Sedona area has grown rapidly over the past decades, from a 1970 population of 8,200 to more than 15,500 in 1990. The population is largely white, upper middle income, and almost a third are classified as single. Education levels are significantly higher than the national average. The overall picture is one of a fairly homogeneous community of middle and upper-middle class households with few at the extremes of wealth or poverty. Seniors comprise almost a quarter of all households. Arts Activity in Sedona Sedona is remarkable for its large population of visual artists and art galleries. Over the past decades, artists were drawn to the area's scenic beauty and affordable living and studio space. Commercial art galleries soon followed, capitalizing on the influx of visitors and growing population of upper income residents. Rising interest in the "American Southwest" cultural aesthetic, especially in art, architecture and interior design, has helped to position Sedona (along with Flagstaff, Scottsdale, Santa Fe and Albuquerque) at the forefront of interest in Native American-inspired and traditional design, arts and crafts. Three historical museums showcasing local and Native American history are located within a 30-mile radius of Sedona. About the Sample... * telephone exchanges 282 and 284 were sampled (Area Code 602) • 91% reside in ZIP Code 86336. ♦ includes households in southern Coconino and western Yavapai counties • sample size = 402 Sample Demographics* 54% female, 46% male 91 % white, not Hispanic 17% have incomes > $50,000/yr. 35% completed college; 8% have graduate degrees. ^weighted data Performing arts presenters in Sedona take advantage of scenic outdoor settings, notably the annual Jazz on the Rocks festival, which draws close to 5,000 people each summer. Phoenix residents (127 miles to the south) account for nearly half of the audience for this popular event, while another third of the audience is drawn from out-of-state. Residents of Sedona are able to partake of community theatre productions and a limited supply of touring arts events, but they frequently travel to nearby Flagstaff and even to Phoenix for large scale musical theatre, opera, and classical music performances. Representatives of the arts community report that the lack of a large performance facility (1,000+ seats) or of a suitably-equipped smaller theatre (250-350 seats) limits the supply of performing arts programs. Arts Participation in Sedona Sedona's high 'Jazz' participation rate of 19% (ranks #2 of 12 sites) may be attributed in part to the popular Jazz on the Rocks event held each summer, since 36% of jazz attenders reported Park or Open- Air Facility' as the venue they most recently Sedona Cultural Activity Cultural Attractions Art Museums 1 Art Galleries 28 Arts/Crafts Fairs/Festivals 7 Historic Parks/Sites/Monuments 15 Performing Arts Activity* Jazz 10 Classical Music 30 Opera 4 Musicals 40 Plays 75 Ballet 2 Other Dance 6 *Number of Reported Performances over a Recent 12-Month Period 36 12 Local Surveys of Arts Participation Summary Report attended for jazz. Another 21% of jazz attenders saw their last jazz performance in a nightclub/jazz club. Although jazz participation is relatively high, Sedona residents who attend jazz go less frequently than their counterparts in other cities (mean frequency of 1.7 times per jazz attender, compared to a 12-site average of 2.7 times). Sedona respondents also reported comparatively high participation rates for Plays' (ranks 2nd) and 'Other Dance' (ranks 1st with Seattle). The high participation rate for 'Other Dance' can be explained in part by the activities of two local resident dancers, each of whom offers classes in modern dance and occasional performances in the area. Dance participation may continue to rise, as a local presenting organization began presenting touring modern dance companies in 1992. Seventy five performances of non-musical stage plays were reported - nearly twice as many as any other discipline for Sedona. "Theatres' (34%), followed by Park or Open- Air Facility' (23%) were the most frequently attended venue types for Plays'. With 15 out of 20 venues seating 300 or less, Sedona's facility inventory favors the types of performances which are best presented in intimate spaces, including plays and small-scale musical productions. Moreover, the predominance of 'alternative' venue types in Sedona (12 out of 20, not including nightclubs) promotes the kinds of performances which can best be adapted to non-traditional performing arts spaces such as churches, resorts, open-air facilities, and local schools. Sedona's small population base and lack of larger performing arts venues limits the supply of opera, ballet, and classical music, although the Sedona Chamber Music Society and the Verde Valley Concert Association present touring attractions from time to time. The relatively low participation rates for traditional performing arts disciplines correspond to the limited supply of product. Out-of town arts participation (including organized bus excursions to Flagstaff and Phoenix) also factors into these rates. Although Sedona has no college/university performing arts facilities, 23% of classical music attenders saw their most recent concert at a college facility - most likely campus in Flagstaff. Sedona Arts Participation Rates es s e TS 1 i— < -J < LIVE PERFORMING ARTS Jazz 19% 15% Classical Music 17% 20% Opera 4% 6% Musicals 24% 27% Plays 25% 20% Ballet 3% 7% Other Dance 13% 10% Any of7Perf. Arts Disciplines 54% 52% • OTHER DISCIPLINES Art Museum/Gallery 77% 42% Arts/Crafts Fair/Festival 57% 49% Attend Movie Theater 84% 73% Historic Park/Monument 60% 44% LITERATURE Read Books for Pleasure 82% 73% Read Plays or Poetry or Novels 74% 69% Read Plays 9% 8% Read Poetry 42% 29% Read Novels/Short Stories 70% 64% Hear Poetry 22% 15% Hear Novels/Books 20% 13% TELEVISION EXPOSURE Jazz 29% 36% Classical Music 40% 44% Opera 17% 23% Musicals 33% 29% Plays 34% 27% Any Dance 41% 36% Artists/Art/Art Museums 61% 43% Any TV Exposure 82% 75% RADIO OR RECORDINGS Jazz 52% 51% Classical Music 70% 61% Opera 21% 28% Musicals 22% 23% Plays 13% 10% Any Radio/Recordings 82% 77% referring to Northern Arizona University's -37 12 Local Surveys of Arts Participation Summary Report Sedona Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL | SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 1 170 7 540 7 710 15 1420 301 - 850 3 1400 3 1400 851 - 1500 2 2000 2 2000 1501 - 2500 Over 2501 1 5000 1 5000 Total Seat Count by Type 1 170 7 540 13 9110 21 9820 An unprecedented 77% participation rate for 'Art Museums/Galleries' places Sedona first among the twelve cities studied by a wide margin (Seattle is 2nd with a 52% rate). Sedona not only has the highest participation rate in this category, but the mean frequency of participation (3.95 times for Sedona) is significantly higher than the average figure for all 12 sites (2.62). The large number of artists and art galleries and high level of visual arts activity in the region (i.e. studio tours, gallery walks, etc.) clearly translates into high public participation and proves that this community enjoys an intensity of interest in the visual arts unique to a handful of American cities. The high level of interest in the visual arts also appears to carryover into other artistic disciplines; Sedona respondents reported high participation rates for literature, film, historic sites, and performing arts through the media. Sedona's 60% public participation rate for 'Historic Sites' (ranks 1st among the 12 sites) most likely relates to several factors, including the large number of Native American landmarks and the historical character of the area. This high rate is underscored by a comparatively high mean frequency of participation (3.9 times) compared to other sites. Top honors also go to Sedona for attendance at movie theatres. Fully 84% of the sampled households reported attending the cinema over the past year - the highest participation rate for any category for all of the 12 sites. These data may reflect both an interest in film and a limited supply of entertainment alternatives in this geographically-isolated community. According to local representatives, going to the movies is a frequent social activity in Sedona. Sedona residents also show impressive participation rates for literature, ranking high or highest in almost every category. Most notable are participation rates for reading poetry (42%, ranks first) and for attending readings of poetry (22%, ranks first). Sedona also ranks first (tied with Seattle) for 'Reading Books for Pleasure'. Although figures are not available, a sizable community of writers may partially account for a high awareness of literature, in addition to the large percentages of seniors with more leisure time to read. Sedona - Mean Frequency of Attendance Among Attenders cs B e 5 B H 55 < Jazz 1.70 2.70 Classical Music 2.80 2.84 Opera 2.72 1.86 Musicals 2.23 2.30 Plays 1.59 2.45 Ballet 1.23 1.77 Other Dance 3.32 2.03 Art Museum/Gallery 3.95 2.62 Arts/Crafts Fair/Festival 2.49 2.66 Historic Park/Monument 3.90 2.85 38- 12 Local Surveys of Arts Participation Summary Report Arts Participation through the Media Despite Sedona's distance from any large urban area, media participation rates for the arts - both on television (82% report watching at least one arts program) and radio/recordings (also 82%) - are high across all disciplines. The mountainous landscape of the Sedona area limits the reach of broadcast television, creating a strong market for cable TV. Thus, a preponderance of homes have access to arts programming on cable channels. Additionally, Phoenix's public television station (KAET) draws many members from the Sedona area, and students at the Sedona Arts Center are encouraged to watch "how-to" visual arts classes offered on KAET. Also contributing to the high media arts participation rates may be the limited number of live entertainment alternatives, the availability of more leisure time for some residents (i.e. seniors), and a high community consciousness of the arts and culture. Venues Types Attended Overall, traditional performing arts venues (i.e. theatres, concert halls, opera houses, etc.) were last attended by 60% of performing arts attenders in Sedona. Only Las Vegas has a lower figure, at 57%. Instead, Sedona arts attenders make use of Parks and Open- Air Facilities' (14%, ranks first), 'Museums and Galleries' (8%, ranks first), and 'Secondary Schools' (6%, ranks second to Rural Nevada). Surprisingly, the types of performances most frequently seen in Sedona's art galleries are musicals and stage plays, not classical music. Local school facilities are utilized most frequently for 'Classical Music', 'Jazz', and 'Other Dance.' Interest in Attending More Frequently With the large supply of art galleries, it is little wonder that residents in this community express a strong desire to visit museums and galleries more often. Among those who would like to participate in the arts more frequently, 74% expressed an interest in attending museums/galleries more frequently, and 27% singled out museums/galleries as the one cultural activity that they would like to do more often. Across all 12 sites, 'Art Museums/Galleries' consistently garner the highest percentage of interest among those who would like to participate in the arts more often, although by a slimmer margin than at Sedona. 'Musicals' (63%) and Plays' (60%) also rank high in terms of interest among those who would like to attend more frequently, as opposed to 'Opera' (17%, ranks last), which generates relatively little interest in Sedona. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for the number and size of venues, number of performing arts events, and number of other cultural attractions provided by the Sedona Department of Arts and Culture. -39 12 Local Surveys of Arts Participation Summary Report Winston- Salem, North Carolina Forsyth County is situated just east of the Appalachian mountain range among the lush green hills and tobacco farms of central North Carolina; it includes Winston-Salem and several rural communities surrounding the city. Two neighboring cities - Greensboro (20-miles to the east) and High Point to the southeast, join Winston-Salem to form a triangle of population centers within easy driving distance of each other. Among the county's 1990 population of 265,878, 74% are white, 25% African- American, and other racial minorities comprise only 1% of the population. More than one-third of households in the area have children under 18. About the Sample... • Sampled area includes all of Forsyth County, North Carolina, including Winston- Salem. (Does not include Greensboro or High Point.) • sample size = 403 Sample Pemographjcs* 54% female, 46% male 77% white, not Hispanic; 20% Black 23% have incomes > $50,000/yr. 28% completed college; 7% have graduate degrees *weighted data Education levels for Forsyth County exceed national figures but contrast sharply to other sites. While 24% of Forsyth County adults (25+) have Bachelor's degrees, this figure rises to 33% for both Santa Clara County and King County/Seattle, but falls to 19% for Broward County. The U.S. average is 20%. In addition to the large percentages of country families and low-income urban dwellers, Forsyth County also includes strong numbers of affluent families (almost 10% of all households). With estimated 1992 median household income at $32,320, the area closely resembles Broward County, FL from an economic standpoint and compares favorably to the $29,920 median income for Allegheny County, PA (Pittsburgh). Arts Activity in Forsyth County The Winston-Salem area benefits from a wealth of activity in both performing and visual arts disciplines. The Winston-Salem Symphony and the Piedmont Opera Theatre contribute to a lively musical scene, although local productions in the areas of chamber music, choral music, and dance are limited. In part, the generally high level of arts activity is due to the presence of several colleges and universities with active arts programs, including Wake Forest, Winston-Salem State, Salem College, and especially the North Carolina School of the Arts, which presents over 500 performances in five theatres annually (including student productions, faculty recitals, etc.). Jazz music performances are limited, for the most part, to activity in local clubs. Representatives of the local cultural community indicate a need for facilities in the range of 750 - 900 seats and a major hall of at least 3,500 seats. Reynolds Auditorium, one of the area's larger facilities (capacity 1,922), badly needs capital improvements according to local sources. Winston-Salem Cultural Activity Cultural Attractions Art Museums 4 Art Galleries 27 Arts/Crafts Fairs/Festivals 15 Historic Parks/Sites/Monuments 4 Performing Arts Activity* Jazz 30 Classical Music 83 Opera 11 Musicals 36 Plays 190 Ballet 12 Other Dance 31 ! *Number of Reported Performances over a Recent 12-Month Period ■40- 12 Local Surveys of Arts Participation Summary Report A variety of high quality crafts shows, sponsored by the Piedmont Craftsmen, the Carolina Crafters, and the Winston-Salem Crafts Guild, takes place annually at the Convention Center. Several small community non-profit galleries also offer exhibition opportunities for local artisans. Old Salem, a major historical attraction, draws many thousands of visitors to the area annually and serves as a focal point for local cultural activity. Arts Participation in Forsyth County Generally, arts participation rates in Forsyth County are average or below average compared to the 1 1 other sites studied. Participation rates for 'Jazz' (13%), 'Classical Music' (19%), 'Opera' (4%), 'Ballet' (7%), and 'Other Dance' (9%) are not significantly different than average figures for the combined 12 sites. Overall, only 50% of Forsyth County respondents reported attending at least one of the 8 "core" disciplines (7 performing arts disciplines plus 'Art Museums/Galleries') surveyed - the lowest rate for any site. This rate is comparable to Rural Nevada (52%) and Dade County, FL (52%) but well behind the larger urban sites studied (e.g., Seattle at 69% "core" participation). Mean frequency of attendance among those who do participate is also lower than average across all performing arts disciplines. Forsyth County's strong participation rate for 'Plays' (22%, compared to a 12-site average of 20%) is linked to a healthy theatre community, both academic and community-based. In addition to frequent student theatre productions, the North Carolina School of the Arts also presents performances by touring companies. Wake Forest University also has an active drama department. Winston-Salem is home of the North Carolina Black Repertory Theatre, which every other year hosts the National Black Theatre Festival, a major cultural and tourist attraction with some 75 performances in 2 weeks. Based in High Point, a short distance to the southeast, the North Carolina Shakespeare Festival attracts audiences from a wide area and contributes to the supply of theatre activity in Forsyth County. In contrast to the solid participation rate for Plays', only 17% of Forsyth County respondents reported attending a musical theatre production, compared to a 12-site average of 27%, and the second lowest Winston-Salem Arts Participation Rates E I e 2 in s a I w J < CORE DISCIPLINES Jazz 13% 15% Classical Music 19% 20% Opera 4% 6% Musicals 17% 27% Plays 22% 20% Ballet 7% 7% Other Dance 9% 10% Art Museum/Gallery 32% 42% Any of 8 Core Disciplines 50% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 45% 49% Attend Movie Theater 65% 73% Historic Park/Monument 46% 44% LITERATURE Read Books for Pleasure 69% 73% Read Plays or Poetry or Novels 66% 69% Read Plays 7% 8% Read Poetry 32% 29% Read Novels/Short Stories 60% 64% Hear Poetry 13% 15% Hear Novels/Books 15% 13% TELEVISION EXPOSURE Jazz 30% 36% Classical Music 36% 44% Opera 16% 23% Musicals 26% 29% Plays 22% 27% Any Dance 32% 36% Artists/Art/Art Museums 40% 43% Any TV Exposure 67% 75% RADIO OR RECORDINGS Jazz 43% 51% Classical Music 58% 61% Opera 21% 28% Musicals 14% 23% Plays 11% 10% Any Radio/Recordings 70% 77% 41 12 Local Surveys of Arts Participation Summary Report Winston-Salem Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL | SEATING CAPACITY RANGES #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats ! Up to 300 1 294 13 2500 2 388 48 5286 64 8468 301 - 850 2 890 3 1050 4 2346 13 7163 22 11449 851 - 1500 1 1380 11 11893 12 13273 1501 - 2500 1 2000 2 4100 6 12322 9 18422 Over 2501 2 7600 6 72837 8 80437 Total Seat Count by Type 6 10784 16 3550 9 8214 84 109501 115 132049 rate after Rural Nevada. Musical theatre activity is generally limited to presentations and productions sponsored by the North Carolina School of the Arts. The School's 'Broadway Preview' series serves as a testing ground for Broadway-bound productions. (Neil Simon's Lost in Yonkers was originally built by the School.) Touring productions such as Grand Hotel easily sell out the 1,380-seat Stevens Center, indicating excess market demand for musical theatre. The area lacks a larger venue with the technical capabilities requisite for major productions. Contrary to this research, only a small percentage of musical theatre attenders reported last attending a college facility. These results imply that respondents were generally unable to distinguish between the different categories of traditional venue types (concert hall/opera house, civic center, theatre, and college facility) which are not mutually exclusive. (For example, a concert hall may also be a college facility, and either answer would be correct.) Participation rates for 'Art Museums/Galleries', at 32%, is also the lowest of any site studied, although 4 museums and 27 art galleries serve the area. Attendance at arts/crafts fairs or festivals is substantially higher, at 45%, although this figure is still below average in comparison to other sites. The historic character of the area, highlighted by Old Salem, probably accounts for higher- than-average participation in 'Historic Sites' (46%, comparable to Philadelphia's 47% rate in this category). Literature participation rates are average or below average, with the exception of reading poetry, for which a 32% participation rate was reported (compares to a 12-site average of 29%). Forsyth County respondents are also somewhat more likely than their counterparts in other cities (urban areas, especially) to attend readings of books, with a participation rate of 15% in this category. Two-thirds of all respondents (67%) reported some exposure to the arts on television, although this figure ranks last among the 12 sites, along with Rural Nevada. The area's relatively small population base and its distance from any large urban area limit the supply of cultural programming on television, which may account for these depressed rates. Similarly, exposure to the arts on the radio is limited. Winston-Salem - Mean Frequency of Attendance Among Attenders E — I s e (0 e a H < Jau. 2.15 2.7 Classical Music 2.38 2.84 Opera 1.4 1.86 Musicals 2.07 2.3 Plays 1.87 2.45 Ballet 1.37 1.77 Other Dance 1.75 2.03 Art Museum/Gallery 2.98 2.62 Arts/Crafts Fair/Festival 2.07 2.66 Historic Park/Monument 2.48 2.85 -42 12 Local Surveys of Arts Participation Summary Report Generally, lower education levels compared to other sites combined with limited access to certain types of arts events seem to keep Forsyth County's arts participation rates at average levels. Venue Types Attended More than any other site, Forsyth County respondents utilize traditional performing arts venue types, with 82% of all audiences reporting attendance at a theatre (41%), a concert hall/opera house (19%), a civic center (13%), or a college facility (10%). Considering the predominance of programming offered by educational institutions, attendance at college facilities may be under-reported/confused with other venue types. Despite the high rate of attendance at traditional halls, alternative venues are not lacking in the facility inventory. These spaces range from small rooms in libraries and museums/galleries to 14 mid-sized theatres and auditoria in secondary schools throughout the area. Church spaces, some quite large, are also available for performances, although reported utilization of these spaces (for the disciplines covered) was very low. Also of interest is the low utilization of Parks and Open- Air Facilities' - 3%, the lowest figure in this category for any site. Jazz, the most common type of outdoor programming, is seen indoors by over 90% of Forsyth County jazz attenders. Although six open-air facilities including Winston Square Park, Tanglewood Park, and Miller Park are part of the local facility inventory, they are used infrequently for performing arts events. (The Symphony offers summer concerts at Tanglewood Park.) Interest in Attending More Often Forsyth County respondents showed comparatively high interest levels in attending classical music concerts more frequently (15% designated 'Classical Music' their top priority, ranks 1st with Reno, NV) but a distinct lack of interest in seeing more 'Opera' (top priority for only 2%, ranks last). Interest in attending Plays' more frequently was also higher than average (16% specified Plays' as the single type of event that they would like to attend more often, compared to 12% for all sites). These results provide another example of high participation and high interest in the same discipline. Overall, just 57% of those surveyed expressed an interest in attending arts events more often, the lowest figure for any site by 7%. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for number and size of venues, number of performing arts events, and number of other cultural attractions provided by the Arts Council Winston-Salem/Forsyth County. 43- 12 Local Surveys of Arts Participation Summary Report King County, Washington King County, Washington had just over 1.5 million residents in 1990, of whom approximately one- third lived in the City of Seattle. Between 1980 and 1990, the area's population grew nearly 20%. Some 31 municipalities comprise King County and an additional one-third of the population resides in unincorporated rural and suburban areas west of Lake Washington. 1 990 median household income for King County was $38,243, with nearly 34% of households having incomes over $50,000. Of the 12 sites studied, Seattle most closely resembles Chicago and Philadelphia in terms of affluence (despite its comparatively small size), and periodically receives mention as one of America's most livable cities. About the Sample..* • Sampled area includes all of King County, Washington, including Seattle and Bellevue. • sample size - 406 Sampje peroqgraphfcs* 5.1% female, 49% male 87% white, not Hispanic 4% African- American, 6% Asian 27% have incomes >$50,000/yr. 41% completed college; 10% have graduate degrees Weighted data With a white population of 88%, King County's African- American and Asian populations each represent just over 4%, with Hispanic residents accounting for only 2.1%. Households with children under 18 represent just over one-third of the total households, the remainder being single and married couples without children. With 17% of respondents aged 25 - 29 (the largest percentage in this age category for all 12 sites) and with the largest percentage of college graduates of any site (46%), King County (and Seattle in particular) continue to earn a reputation as a desirable place for young people to establish roots. Arts Activity in King County The City of Seattle remains the cultural capital of the county, recognized for its world-class opera company, ballet, and symphony. A new Art Museum and several non-profit exhibition spaces, along with the University of Washington's exhibition facilities and performing arts presentations, offer a well-rounded slate of activities. Two of the most vibrant areas of arts activity are Seattle's "fringe" theatres and the city's modern dance community. Reportedly, Seattle boasts the most "theatre" per capita of all U.S. cities. Local arts community representatives describe a "critical mass, a crucible of experimentation" in Seattle's theatre community which is attracting playwrights and actors from across the country. Nearly fifty small and experimental theatre ensembles are organized as "Seattle Fringe Theatres" and present an annual Fringe Theatre Festival. The modern dance community has also prospered lately; local choreographers such as Mark Morris have gained international recognition, and an annual festival of dance (Allegro) draws sizable audiences. In the remainder of King County, almost half of the municipalities have active arts commissions involved in programming and services to artists and arts organizations. In the upscale community of Bellevue, the Bellevue Art Museum and Bellevue Philharmonic as well as the Village Theatre in Issaquah have become attractions for Seattle residents in addition to serving residents of the outlying communities. At least two new cities (Federal Way and SeaTac) are pursuing development of arts King County Cultural Attractions Art Museums 12 Art Galleries 184 Arts/Crafts Fairs/Festivals 350 Historic Parks/Sites/Monuments 480 -44- 12 Local Surveys of Arts Participation Summary Report programs and facilities, while other municipal arts commissions (Kirkland, Redmond, Kent, Renton, Issaquah) are involved in presenting and public art programs. Community residents report that musical theatre and classical music performances are most popular throughout the county, with less jazz, dance, and opera activity. Arts and crafts festivals are also popular attractions in many of the localities. Continued public support of the arts and culture in King County is guaranteed through a new countywide Hotel/Motel Tax fund, of which 70% will go to funding cultural facilities, with another 20% dedicated to heritage organizations for capital expenditures and interpretive and educational programs. Arts Partic ipation in King County Seattle and King County residents attend most traditional performing arts disciplines at average rates; reported attendance at jazz, classical music, opera, and musical theatre are all within one percentage point of the 12-site averages and are not significantly different from several other urban sites studied, including Pittsburgh and Chicago. However, significantly higher participation rates for theatre, ballet, and other dance are remarkable. Attendance at 'Plays' in King County is the highest of all 12 sites at 29% (compared to a 12-site average of 20%). As noted above, Seattle is recognized as a center of theatrical activity in the Pacific Northwest, with large numbers of both mainstream and "fringe" theatres (over 75 altogether) supported by a healthy inventory of small venues in the 100 - 500 seat range. King County's participation rates for 'Ballet' and 'Other Dance', at 13% each, compare favorably to 12- site averages of 7% and 10%, respectively. The Pacific Northwest Ballet, based in Seattle, has received widespread attention as one of the country's leading companies and contributes to the area's strong ballet participation rate. Frequent local dance productions, spawned by Seattle's thriving modern dance community, as well as presentations of touring companies by the University of Washington, may account for strong participation in 'Other Dance'. King County Arts Participation Rates s s o U WD S 5 B I H i— i C/3 nJ J < CORE DISCIPLINES Jazz 16% 15% Classical Music 20% 20% Opera ! 7% 6% Musicals 26% 27% Plays 29% 20% Ballet 13% 7% Other Dance 13% 10% Art Museum/Gallery 52% 42% Any of 8 Core Disciplines 69% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 55% 49% Attend Movie Theater 78% 73% Historic Park/Monument 44% 44% LITERATURE Read Books for Pleasure 82% 73% Read Plays or Poetry or Novels 75% 69% Read Plays 9% 8% Read Poetry 33% 29% Read Novels/Short Stories 71% 64% Hear Poetry 16% 15% Hear Novels/Books 18% 13% TELEVISION EXPOSURE Jazz 40% 36% Classical Music 38% 44% Opera 21% 23% Musicals 26% 29% Plays 26% 27% Any Dance 36% 36% Artists/Art/Art Museums 53% 43% Any TV Exposure 78% 75% RADIO OR RECORDINGS Jazz 58% 51% Classical Music 65% 61% Opera 28% 28% Musicals 21% 23% Plays 10% 10% Any Radio/Recordings 78% 77% 45 12 Local Surveys of Arts Participation Summary Report King County Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Vennes Total Seats Up to 300 21 3550 1 90 2 386 14 3030 38 7056 301 - 850 9 4204 1 450 1 708 6 2585 17 7947 851 - 1500 3 3337 N/A N/A 1 1206 1 1182 5 5725 1501 - 2500 1 2130 N/A N/A N/A N/A N/A N/A 1 2130 Over 2501 2 6071 N/A N/A N/A N/A N/A N/A 2 6071 ! Total Seat Count by Type 36 19292 2 540 4 2300 21 6797 63 28929 Among the 12 sites studied, King County records the second highest participation rate for 'Art Museums/Galleries' (52%, second to Sedona); this rate is significantly higher than Chicago's 42% rate and Philadelphia's 44% rate. One explanation may lie in the recent opening of the new Seattle Art Museum and the high community awareness (or "honeymoon effect") associated with the opening of such a high profile cultural facility. The Bellevue Art Museum and other smaller art exhibits throughout the county also appear to be drawing sizable audiences. King County also shows healthy figures for attendance at 'Arts/Crafts Fairs or Festivals' and at 'Movies' (78%, ranks first with San Jose); both of which are consistent with a youthful population. Also of particular interest are participation rates for literary pursuits. King County residents rank first among the 12 sites (82%, tied with Sedona) in the category of 'Reading Books for Pleasure'. The uniformly high participation rates for other literary categories in comparison to the other survey sites (ranks 1st, 2nd, or 3rd in all categories) reflect a well-educated population. Also indicative of the unique cultural environment of Seattle is a high participation rate for attending public readings of books/novels (18%, second to Sedona, and significantly higher than any other urban site). Of late, Seattle has been referred to as the "coffee capital of the nation", with high per-capita sales of gourmet coffees and a thriving network of coffee houses and bookstore/cafes which frequently offer public readings and are patronized primarily by young people. The King County site is also noteworthy for its high rates of television exposure to the arts: 40% viewed a jazz performance on television (ranks 1st), and 53% watched at least one visual arts program on television (ranks 2nd). Reasons for Not Attending More Often One of the most revealing statistics from the research concerns the reasons for not attending more frequently. 74% of all King County respondents (the highest figure for any site studied) expressed a desire to participate in the arts more frequently. Among these people, 26% cited 'Cost of Tickets' as a reason for not attending more often; again, this rate was the highest figure among the 12 sites. Several demographic and economic factors may bear upon this finding. First, the younger population of Seattle, while interested in attending arts events, has less means to do so by virtue of their lower King County - Mean Frequency of Attendance Among Attenders C S © U WD C 2 en in < Jazz 2.69 2.7 Classical Music 2.64 2.84 Opera 1.8 1.86 Musicals 2.68 2.3 Plays 2.81 2.45 Ballet 1.52 1.77 Other Dance 2.18 2.03 Art Museum/Gallery 3.26 2.62 Arts/Crafts Fair/Festival 2.59 2.66 Historic Park/Monument 3.23 2.85 -46 12 Local Surveys of Arts Participation Summary Report incomes. Alternatively, these people may be drawn to the lower-cost ticket prices and non-traditional programming offered by the many "fringe" theatres and fledgling modern dance companies in the area. The overall economic climate of the area also corroborates this finding. High demand for jobs in the Seattle area tends to depress income levels (particularly in the wake of large-scale layoffs by Boeing), while the cost of living remains relatively high in comparison to other sites studied. The resulting pressure on disposable income exacerbates the economic barriers to arts attendance, particularly among young people. Venue Types Attended Over 3/4 of those who reported at least one attendance at a live performance over the past year last attended a traditional venue ('Concert Hall or Opera House' - 25%, 'Civic Center' - 5%, 'Theatre' - 42%, 'College Facility' - 5%). Attendance at all other venue types, including 'Nightclubs', 'Churches or Synagogues', and Parks or Open- Air Facilities', was average or below average compared to the other sites studied. Especially for this site, "purpose-built" facilities tend to be used for their respective disciplines. For example, 72% of opera attenders last attended an opera house; 72% of theatre attenders (both musicals and non-musical stage plays) last attended a traditional theatre venue; 32% of jazz attenders last attended a jazz club; 44% of classical music attenders last attended a concert hall, etc. From the data collected, the facility inventory appears to complement the supply of arts activity, at least within the disciplines queried. Interest in Attending More Often Nearly three-quarters of all respondents expressed a desire to participate in the arts more often - the highest figure for any site - and an encouraging figure for the Seattle arts community. Interest levels in specific disciplines was not significantly different than average figures for all sites, with several exceptions. 63% expressed an interest in attending 'Plays' more frequently (ranks 1st with Chicago and Sedona), while 16% indicated that attending more Plays' was their single highest priority (ranks 1st with Winston-Salem). Given the already high participation rate for Plays', this high interest in attending more theatre reinforces the notion that high participation tends to breed even more interest - a phenomenon observed throughout this study. Stated another way, the data suggests that supply and demand (for arts activity) are not necessarily related in the traditional economic sense, but rather can stimulate each other to achieve higher consumption levels. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for the number and seating capacities of venues, and estimates for the number of cultural attractions provided by the Seattle Arts Commission. Additional information provided by the King County Arts Commission. 47 12 Local Surveys of Arts Participation Summary Report Chicago Metropolitan Area, Illinois With a 1990 census population of 7.26 million, the Chicago site (including 5 counties) is by far the most populous of the 12 sites surveyed, providing a sharp contrast to the rural western sites (i.e., Sedona, AZ - population 32,094), both geographically and demographically. As is generally true of major metropolitan areas, demographic data illustrate a diverse population spanning the range from affluence to poverty and everything in between. 34% of households in this area have incomes over $50,000, while 31% earn under $25,000. Seventy-one percent of residents are white, 20% African- American, 3.5% Asian, and almost 12% Hispanic/Latino. More than 18% have graduated from college whereas 17% list eighth grade as the highest education completed - a polarization common to large urban areas. The area includes large percentages of metropolitan singles, wealthy established families, and struggling minority singles and couples. Households in the outlying areas of the sampled geography (including the communities of Elgin, Aurora, and Joliet) are more likely to be mainstream families with average incomes and education, in contrast to their urban counterparts. About the Sample.-. ♦ Sampled area includes five northeastern Illinois counties: Cook, Kane, DuPage, Lake, McHenry, and Will, representing a large geography around Chicago. • sample size = 401 Sample Demographics* 53% female, 47% male 72% white, not Hispanic 15% African-American, 5% Hispanic 28% have incomes > $50,000/yr. 33% completed college; 1 1% have graduate degrees *weighted data Arts Activity in Metropolitan Chicago By any standards, the Chicago area is rich with both producers and presenters of traditional and non-traditional performing arts activity. As one of America's largest cities, Chicago boasts a number of world-class cultural institutions, including the Chicago Symphony Orchestra, the Lyric Opera of Chicago, the Goodman Theatre, and the Chicago Art Institute. The Hubbard Street Dance Company, one of the country's most active touring dance ensembles, makes its home in Chicago, as does the Joseph Holmes Chicago Dance Theatre and numerous other local companies. Theatre companies proliferate in the Chicago area; some 200 non- profit theatre companies and more than 80 performing arts facilities of under 300 seats contribute to one of the nation's healthiest theatre environments. The bi-annual Chicago International Theatre Festival serves as a focal point of theatrical activity in the region. Major presenters in the Chicago area include the Auditorium Theatre, Performing Arts Chicago, the Chicago Jazz Festival, and the Ravinia Festival, in addition to a host of educational institutions with presenting programs including Northwestern University, DePaul University, Columbia College, and the University of Chicago. Measuring Chicago area arts activity in quantitative terms is nearly impossible, barring an unprecedented research effort. Several arts service organizations track performance activity within certain disciplines, however, including the Chicago Dance Coalition, the Chicago Music Alliance, and the League of Chicago Theatres. For example, the Chicago Dance Coalition, with 36 member dance companies and 25 member choreographers, reported that the 1991-92 Chicago dance season included 316 performances by both resident and touring (presented) companies. The Chicago Music Alliance reported 872 classical music performances over a one-year period ending January, 1992 (not including student or faculty recitals presented by music schools), held in 132 Chicago area venues ranging from Orchestra Hall to Evanston's First Baptist Church. Further investigation revealed an -48 12 Local Surveys of Arts Participation Summary Report additional 165 performances presented by DePaul and Northwestern Universities, and another 875 musical events at libraries, churches, and other non-traditional venues. According to representatives of the city's cultural community, the metropolis model rings true in the arts world as well, with dichotomies existing between large and small organizations and downtown versus suburban performance spaces. As in other major metropolitan areas, access to performance space in downtown Chicago is viewed by many as the stepping stone toward status as a major arts institution. Challenges facing the Chicago arts community echo those of other large communities; sources report that audiences at traditional arts events are "graying" and that arts organizations throughout the area are struggling to respond to their increasingly diverse constituencies. Arts Participation in Me tropolitan Chicag o Chicago area participation rates for the traditional performing arts disciplines are nearly average compared to the 12 sites studied, with the exception of 'Musicals' (32%, ranks second highest of all sites) and 'Ballet' (tied for 1 1th of all 12 sites). The high rate of attendance at 'Musicals' is due partly to Chicago's inclusion on the first-run Broadway road show circuit as well as the preponderance of theatre companies whose productions often include musical theatre. With respect to the low participation rate for 'Ballet', ticket prices and the limited availability of tickets for performances of Ballet Chicago may constrain participation within this discipline. This finding is corroborated by a lower than average frequency of attendance at ballet performances among those who do attend the ballet (1.32 avg. annual attendances for Chicago balletomanes vs. 1.77 for ballet attenders across all 12 sites). The relatively low participation rate for 'Opera' (5%, only rural Nevada, Sedona, Las Vegas, and Winston- Salem have lower 'Opera' participation rates), implies a similar constraint. Access to performances by the Lyric Opera is limited by both high ticket prices and high demand. Participation rates for 'Art Museums/Galleries', 'Arts/Crafts Fairs or Festivals', and 'Historic Sites' are each equal to the 12-site averages, while movie theatre attendance, at 77%, ranks fourth of all sites. Chicago Area Arts Participation Rates 83 < © 3 6 1 S3 H J < CORE DISCIPLINES Jazz 16% 15% Classical Music 20% 20% Opera 5% 6% Musicals 32% 27% Plays 21% 20% Ballet 5% 7% Other Dance 10% 10% Art Museum/Gallery 1 42% 42% Any of 8 Core Disciplines 63% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 49% 49% Attend Movie Theater 77% 73% Historic Park/Monument 44% 44% LITERATURE Read Books for Pleasure 75% 73% Read Plays or Poetry or Novels 69% 69% Read Plays 7% 8% Read Poetry 29% 29% Read Novels/Short Stories 64% 64% Hear Poetry 15% 15% Hear Novels/Books 13% 13% TELEVISION EXPOSURE Jazz 37% 36% Classical Music 46% 44% Opera 24% 23% Musicals 30% 29% Plays 30% 27% Any Dance 36% 36% Artists/Art/Art Museums 45% 43% Any TV Exposure 75% 75% RADIO OR RECORDINGS Jazz 56% 51% Classical Music 64% 61% Opera 30% 28% Musicals 25% 23% Plays 12% 10% Any Radio/Recordings 83% 77% -49- 12 Local Surveys of Arts Participation Summary Report Chicago Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 79 9934 1 300 7 962 2 419 89 11615 301 - 850 15 6453 3 1821 5 1938 2 868 25 11080 851 - 1500 7 8112 1 975 1 1338 N/A N/A 9 10425 1501 - 2500 3 6196 N/A N/A N/A N/A N/A N/A 3 6196 Over 2501 2 6095 N/A N/A 1 4000 N/A N/A 3 10095 Total Seat Count by Type 106 36790 5 3096 14 8238 4 1287 129 49411 Similarly, little is unusual with respect to literature participation or television exposure to the arts. In terms of exposure to the traditional arts on radio or through recordings, Chicago's overall figure of 83% is the highest of all 12 sites. With respect to radio, the Chicago area benefits from a wide range of arts programming offered by a number of stations including WFMT, WNIB, and WBEZ. The individual rate for jazz participation through radio/recordings (56%) is the third highest (behind Seattle/King County and Santa Clara County), and the rate for opera on radio or recording (30%) is second only to that for Broward County, Florida. Given the enormous supply of arts activity (especially in the areas of classical music, theatre, and to some extent dance) and given the large number of high- profile cultural institutions, one might expect higher participation rates for the Chicago area in some categories. However, several factors counter these expectations. The sampled area includes a large geography - including areas for which driving time to Chicago may be a barrier to attendance. Ten percent of the Chicago respondents who would like to attend arts activities more often cited 'Distance/travel time' as an obstacle to increased attendance. Results for this variable tend to be related to the size of the sampled geography. A similar survey administered to a smaller geography - for instance, a 25-mile radius around downtown Chicago - might yield very different participation rates. Further, the size and demographic heterogeneity of the area, especially with respect to race, income and education, provides a more diverse population from which to draw a random sample. The sample, therefore, is more likely to reflect this heterogeneity. Given a population of over 7 million, it would be difficult to expand penetration into the overall market area beyond average rates, despite the Chicago area's many artistic riches. Chicago Area - Mean Frequency of Attendance Among Attenders as < s •mm JS U «3 a -a - < Jazz 2.72 2.7 Classical Music 2.93 2.84 Opera 1.97 1.86 Musicals 2.27 2.3 Plays 2.15 2.45 Ballet 1.32 1.77 Other Dance 1.87 2.03 Art Museum/Gallery 2.77 2.62 Arts/Crafts Fair/Festival 2.91 2.66 Historic Park/Monument 2.86 2.85 Venue Types Attended Traditional venue types were last attended by two-thirds of Chicago respondents who reported attending at least one live performance. Among the traditional venue types, 'Theatres' were attended by 40% of all audiences (compared to 35% for all 12 sites); another 17% last attended a 'Concert Hall or Opera House'; while 7% reported last attending a 'College Facility'. The relatively high utilization 50 12 Local Surveys of Arts Participation Summary Report of traditional theatres may be attributed both to the large numbers of these venues in the Chicago area and to the high participation rates for 'Musicals' and Plays'. This study, as well as other research, has shown that Civic Centers (generally defined as multi- purpose cultural centers) tend to serve smaller communities, where purpose-built facilities such as concert halls, opera houses, and traditional theatres are not a part of the facility inventory. Consistent with this observation is Chicago's low rate of attendance at Civic Centers (3%, ranks last, compared to 13% for Winston-Salem, and 25% for Rural Nevada), as well as similar figures for the other urban sites studied, including Pittsburgh, Philadelphia, and Seattle, which all have 5% utilization rates for Civic Centers. Unique to the Chicago site is unusually high utilization of dinner theatres as venues for the performing arts. Twelve percent of all Chicago area arts audiences last attended a dinner theatre - a figure twice as high as at any other site. Chicago's 32% participation rate for musical theatre clearly brings more people into dinner theatres. Although dinner theatre venues were not inventoried for this study, a number of successful dinner theatres operate in the suburban areas surrounding the city. Interest in Attending More Often Interest levels among Chicago area respondents closely follow the 12-site averages for most disciplines. In comparison to the Philadelphia, Pittsburgh, and Seattle sites, Chicago respondents tend to have generally higher interest levels, particularly with respect to 'Art Museums/Galleries'. Among Chicago respondents who would like to attend arts events more often, fully 75% (ranks 1st) expressed an interest in attending 'Art Museums/Galleries' more frequently. Just over two-thirds of all Chicago area respondents expressed an interest in attending arts events more frequently, similar to the 12-site average of 69%, and equal to Philadelphia's figure of 68%. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Information on arts activity provided by the Chicago Dance Coalition, Chicago Music Alliance, League of Chicago Theatres, and the Illinois Arts Council. 51- 12 Local Surveys of Arts Participation Summary Report Philadelphia Area The Philadelphia Metropolitan Statistical Area (MSA) encompasses an irregular geography stretching from Pottstown, PA across to the New Jersey coast and from northern Bucks County, PA (near Allentown) to southern Gloucester County, NJ (near Vineland). Not included in this area are Trenton, NJ and Wilmington, DE. According to census figures, the Philadelphia MSA had a total 1990 population of nearly 4.85 million, only slightly larger than the population ten years ago. The area has a substantial minority population, predominantly African- American (19%) and including 3.5% Hispanic/Latino and 2% Asian populations, white residents comprise just over 3/4 of the total population. Estimated median household income for 1992 was $38,000, with more than 34% reporting incomes over $50,000. Education levels are quite similar to the Chicago site, with 23% of all adults (25+) having graduated from college, and another 24% without a high school degree. Typical of other major metropolitan areas, Philadelphia is comprised of a heterogeneous population falling at both ends of the socio- economic scale and everything in-between. In comparison to other sites covered in this study, Philadelphia has proportionately fewer affluent households than Seattle/King County and the Chicago area, but more than Pittsburgh/ Allegheny County and Miami/Dade County. Demographically, the Chicago site (i.e. 5 Illinois counties) is most similar to Philadelphia. Arts Activity in the Philadelphia Area About the Sample... • Sampled area includes the Philadelphia Metropolitan Statistical Area (MSA), which includes 3 New Jersey counties (Gloucester, Camden and Burlington) and 5 Pennsyl- vania counties {Philadelphia, Delaware, Chester, Montgomery, and Bucks). This area was divided into 3 subareas: 1. AH counties in the MS A except Philadelphia County 2. Telephone exchanges within the City of Philadelphia containing high concentra- tions of minority populations. 3. All remaining exchanges within the city • The high minority population subarea (#2 above) was over-sampled in order to increase the sample size of minority respondents, • sample size = 607 Sample Demographics* 54% female, 46% male 79% white, not Hispanic 1 6% African- American; 4% all other races 25% have incomes > $50,000/yr. 29% have incomes < $20,000/yr. 35% completed college; 7% have graduate degrees *weighted data Arts community representatives paint a picture of a stratified arts community (again, similar to Chicago) with over 30 arts institutions with budgets over $1 million, and scores of smaller arts groups. Several colleges and universities add measurably to the supply of arts activity, including student and professional productions and presentations of visiting artists in music, theatre, and dance. Culturally diverse programming is a major issue for arts groups; smaller organizations are seeking to showcase local traditions (evidenced by recent African- American festivals and productions), while larger institutions strive to find ways of attracting minority audiences. The area boasts a flourishing 'new music' community and a general resurgence of theatre. Philadelphia Area Cultural Activity Cultural Attractions* Art Museums 8 i Art Galleries 133 ! Arts/Crafts Fairs/Festivals 3** Historic Parks/Sites/Monuments 36 *Data on # of performances not available. **Large-scale events only. -52- 12 Local Surveys of Arts Participation Summary Report The Academy of Music, downtown Philadelphia's 2,929-seat concert hall, is the primary venue for several of the city's major arts institutions, including the Philadelphia Orchestra, the Pennsylvania Ballet, and the Opera Company of Philadelphia. The Pennsylvania Opera Theatre, a separate organization, produces in the adjacent Merriam Theatre (formerly the Shubert) and other venues. Philadelphia's inventory of performance facilities is in a state of transition. The Port of History Museum, which includes the City's most acoustically perfect concert hall, has been leased to a private concern and will be inactive for an indefinite period until major renovations are competed. On the plus side, the new convention center includes a 600-seat performance hall which could be used by several of the displaced groups. New performance facilities, planned as part of a downtown cultural district, are eagerly anticipated by the arts community. Major institutions, including the Philadelphia Orchestra, look forward to a new home, while emerging groups await the increased availability of existing venues. One of the area's noteworthy alternative spaces is the Painted Bride Arts Center, a multi-discipline presenting organization with artist-curated programs in the performing and visual arts. Several modern dance troupes make their home in Philadelphia, including the Zeromoving Dance Company and PhilaDanco. The Dance Celebration Series at the Annenberg Theatre serves as the area's major program of touring dance attractions. Philadelphia has an active theatre community, with several well-established resident theatre companies, a plethora of smaller troupes, and a series of theatrical programs presented by the Annenberg Center. Among the area's most active companies are the Philadelphia Drama Guild (which produces at the Zellerbach Theatre, capacity 944), the Walnut Street Theatre Company (1,052 seats), the Wilma Theatre (106 seats), the Philadelphia Theatre Company, the Philadelphia Festival Theatre for New Plays, the New Freedom Theatre, and the People's Light and Theatre Company. The American Mus"ic Theatre Festival provides area residents with an unusual opportunity to see a variety of new musicals on a regular basis, in addition Philadelphia Area Arts Participation Rates 03 o> u < .2 a. 1 a. as 1 m on J J < CORE DISCIPLINES Jazz 12% 15% Classical Music 19% 20% Opera 7% 6% Musicals 24% 27% Plays 18% 20% Ballet 5% 7% Other Dance 11% 10% Art Museum/Gallery 44% 42% Any of 8 Core Disciplines 63% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 42% 49% Attend Movie Theater 70% 73% Historic Park/Monument 47% 44% LITERATURE Read Books for Pleasure 75% 73% Read Plays or Poetry or Novels 68% 69% Read Plays 9% 8% Read Poetry 28% 29% Read Novels/Short Stories 64% 64% Hear Poetry 14% 15% Hear Novels/Books 11% 13% TELEVISION EXPOSURE Jazz 34% 36% Classical Music 50% 44% Opera 22% 23% Musicals 29% 29% Plays 26% 27% Any Dance 36% 36% Artists/Art/Art Museums 44% 43% Any TV Exposure 80% 75% RADIO OR RECORDINGS Jazz 48% 51% Classical Music 60% 61% Opera 28% 28% Musicals 23% 23% Plays 10% 10% Any Radio/Recordings 73% 77% 53 12 Local Surveys of Arts Participation Summary Report to the regular schedule of Broadway shows promoted by the Shubert Organization at the 1,840-seat Forrest Theatre and other venues. Several of the theatre companies mentioned above also produce musicals. With respect to museums and galleries, the Philadelphia Museum of Art is the area's flagship institution, serving a broad constituency including many tourists. Other art museums include the Afro-American Historical and Cultural Museum, the James A. Michener Art Museum, and the Institute for Contemporary Art. Over the past several years, many commercial and non-profit galleries have relocated to the 'Olde City' section of downtown Philadelphia, which is now a focus of visual arts activity. Touring artists are presented by the Chamber Music Society, the All-Star Forum, the Annenberg Center, and many other non-profit presenters and commercial promoters. Numerous cultural festivals are presented by the Convention and Visitors Bureau, including the African- Americas Festival, the Mummer's Parade, and President's Jazz Weekend, although the area lacks a major arts festival. The Effect of Weighting on Philadelphia Survey Results As noted above, minority populations in the City of Philadelphia were over-sampled to increase the sample size of minority respondents. Because the sampling methodology was not random with respect to geography, results should not be used to make inferences about the total MSA population without making adjustments to the sample data. Weighting procedures conducted by Abt Associates adjusted for four demographic variables (age, gender, race, and household income), and had a major impact on survey results (see Table A). Further investigation of weighting procedures would be necessary to explain these results. (Consult the methodology section of this report for additional information about weighting procedures.) The geographical distribution of Philadelphia respondents is not random, since certain telephone exchanges within the City of Philadelphia were over- sampled. By design, approximately two- thirds of respondents live in the City of Philadelphia. The closer proximity of these people to downtown venues, where a majority of arts activity occurs, has an unknown impact on participation rates. TABLE A Effect of Weighting on Philadelphia Area Arts Participation Rates Raw Weighted Data Data Change Jazz 18.8% 12.4% -6.4% Classical Music 14.8% 18.7% 3.9% Opera 5.1% 7.2% 2.0% Musicals 25.7% 24.0% -1.7% Plays 21.1% 18.0% -3.1% Ballet 7.1% 4.7% -2.4% Other Dance 13.0% 11.1% -1.9% Museums 49.3% 43.7% -5.6% Arts Participation in the Philadelphia Area With several exceptions, weighted participation rates for the Philadelphia site are similar to rates for the Chicago site, the Pittsburgh/Allegheny County site, and to the average rates for all 12 sites combined. One exception is the 'Jazz' participation rate of 12%, which ranks lowest of the urban sites studied; only Rural Nevada (7%) and Reno, NV (10%) have lower rates for jazz participation, although the supply of jazz activity in Philadelphia is more comparable to Chicago (16%). -54- 12 Local Surveys of Arts Participation Summary Report Philadelphia Area Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY RANGES #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 34 16110 30 3300 N/A N/A 16 1950 80 21360 301 - 850 2 1219 2 500 3 1445 4 999 11 4163 851 - 1500 1 1052 N/A N/A N/A N/A 1 1052 1501 - 2500 1 1668 1 2300 N/A N/A 2 3968 Over 2501 1 2929 N/A N/A 3 36700 4 39629 Total Seat Count by Type 39 22978 32 3800 4 3745 23 39649 98 70172 'Opera' participation in the Philadelphia area, at 7%, ranks ahead of Chicago and Pittsburgh (both 5%) and equal to Seattle and Miami/Dade County. Participation rates for 'Ballet' (5%), and 'Other Dance' (11%) parallel rates for the Chicago area in these categories, consistent with the limited supply of ballet programming in both areas, the healthier availability of 'Other Dance' presentations, and the higher participation of minority groups in 'Other Dance'. Philadelphia's participation rate for 'Musicals', 24%, falls well behind Chicago's 32% rate. Although comparable in size, the Chicago market still supports longer runs of some Broadway shows. Based on the data collected, Chicago area respondents also attend dinner theatres more often, another factor which might explain that city's higher rate for 'Musicals'. Out-of-town participation may additionally factor into this rate; surveys of Broadway theatre audiences in New York show a steady draw from Philadelphia, according to the League of American Theatres and Producers. As a centerpiece of American history, Philadelphia has the highest participation rate for Historical Sites (47%) of the large cities studied. Among the area's historical parks, monuments, and other landmarks are Independence Hall, Valley Forge National Park, plus many historic neighborhoods and houses. Literature participation rates for Philadelphia are nearly identical to Chicago's, and all fall within one percentage point of the 12-site average. Rates for arts participation through the media contrast more sharply with other markets. Philadelphia's rate for 'Classical Music' participation through television programming is the highest of all 12 sites - 50% - sharply higher than Pittsburgh (30%), and also ahead of Chicago (46%) by a narrower but still significant margin. Local non-profit station WHYY- TV offers regular classical music programming, which may contribute to higher participation. Also, classical music programming on television is also more likely to reach minority audiences, relative to live participation rates. Exposure to the arts through 'Radio or Recordings' for Philadelphia is lower than for Chicago, though it is significantly higher than for Pittsburgh in all 5 disciplines. Types of Venues Attended Of all the urban sites studied, Philadelphia respondents attended "Alternative Venues" most often, including 'Churches/Synagogues' (4%) and 'Secondary School Facilities' (4%). Aside from the 3 Nevada sites, Philadelphia respondents also reported the highest utilization of 'Nightclubs/Jazz Clubs' (8%). Attendance at 'Dinner Theatres' (8%), was second highest to Chicago's (12%). With respect to traditional venue types, 39% of all attenders reported last attending a 'Theatre', while 17% last 55 12 Local Surveys of Arts Participation Summary Report attended a 'Concert Hall or Opera House', a figure identical to Chicago's. Attendance at 'Civic Centers' (2%) was the lowest of all sites, and most similar to Chicago (3%). Interest in Attending More Often Of the 8 core disciplines, 28% of Philadelphia respondents indicated that 'Musicals' was their single highest priority for attending more often, the highest rating for 'Musicals' of the 12 sites studied. In total, 64% of all Philadelphia respondents reported some interest in attending more musicals, an indication of the strong perceived interest in this type of activity. In contrast, only 9% selected Plays' as their highest priority for attending more often (53% reported any interest); this figure is one of the lowest among the 12 sites and paints a very different picture in comparison to Chicago and Seattle where interest in attending 'Plays' more often equals or exceeds interest in attending more 'Musicals'. With the exception of 'Musicals', interest levels in the 8 "core" disciplines are lower than Chicago's (and lower than the 12-site averages). This finding may be attributed in part to the comparatively lower education levels of the Philadelphia survey site. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for number and size of venues, and other information provided by the Greater Philadelphia Cultural Alliance. 56 12 Local Surveys of Arts Participation Summary Report Broward County, Florida Broward County, Florida, in the middle of South Florida's "megalopolis" stretching from Miami to Palm Beach, is a community experiencing rapid population growth and demographic diversification. The city of Ft. Lauderdale and dozens of smaller surrounding municipalities have traditionally been a haven for retirees and winter residents from throughout the U.S. Northeast and Canada, known locally as "snowbirds". More recently, the county has seen an influx of young families; a growth rate of 23% for the decade between 1980 and 1990 accumulated a 1990 census population of 1.25 million, not including seasonal residents. With this growth have come significant demographic changes. According to 1990 census figures, 82% of the population is white, 15% African- American, with 8.6% of Spanish origin. Median household income is more than $32,000, with just 27% of households reporting incomes over $50,000, compared to over 38% who earn $25,000 or less. About the Sample,., • Sampled area includes all of Broward County, including the communities of Pompano Beach, Ft. Lauderdale, and Hollywood. • sample size - 403 Sample Demographics * 53% female, 47% male 87 % white, not Hispanic 8% African-American; 2% Hispanic 24% have incomes > $50,000/yr. 38% completed college; 14% have graduate degrees *weighted data Overall, the county has high concentrations of younger upwardly mobile singles and families plus many retirement-aged singles and couples. Compared to other large urban areas studied, Broward County is substantially more homogeneous, particularly with respect to income and education, and lacks the extreme polarization of lifestyles associated with major metropolitan areas such as Chicago and Philadelphia. Arts Activity in Broward County The cultural life of Broward County has changed radically with the influx of new residents and since the opening of the Broward Center for the Performing Arts in 1990. Representatives of the arts community report trends away from the traditional arts programming offered primarily for the benefit of seasonal residents during the winter months. More family-oriented fare - such as children's theatre and popular music - now appears on the cultural calendar, even during the summer months. Sources report a growing demand for theatrical performances by small equity companies, light opera, and choral music. Two jazz festivals have been successful, and a local jazz society has begun presenting monthly programs. The recent opening of the Broward Center for the Performing Arts, a multi-venue state-of-the art performance facility in downtown Ft. Lauderdale, had Broward County Cultural Activity Cultural Attractions Art Museums 4 Art Galleries 107 ! Arts/Crafts Fairs/Festivals 73 Historic Parks/Sites/Monuments 20 Performing Arts Activity* Jazz 77 Classical Music 190 Opera 20 1 Musicals 48 Plays 367 Ballet 27 Other Dance 21 *Number of Reported Performances over a Recent 12-Month Period 57- 12 Local Surveys of Arts Participation Summary Report an immediate and dramatic positive impact on arts activity in Broward County. The new Center ushered in 255,000 patrons for its inaugural program, Phantom of the Opera, and continues to host large theatrical productions and performances by major artists in many disciplines. With respect to arts activity levels, Ft. Lauderdale clearly benefits from its proximity to Miami and other population centers along the South Florida coast. Several prestigious cultural institutions serve the entire region, including the Miami City Ballet; the Florida Philharmonic Orchestra (based in Broward County); and the Greater Miami Opera, which performs several productions a year in the Broward Center. Presenters in the area include the Broward Center, the Concert Association of Florida, Broward's Friends of Chamber Music, the Ft Lauderdale Opera, Bailey Concert Hall, and the Coral Springs City Centre, in addition to several municipalities which offer free programs to area residents, frequently in outdoor facilities. Arts Participation in Broward County Participation rates for traditional performing arts disciplines in Broward County are all above the 12- site averages, with the exception of 'Other Dance' performances. In fact, overall, 57% of the Broward County residents surveyed attended at least one performance among the seven performing arts disciplines covered in the research, the single highest overall attendance rate of all sites. The most dramatic figures were recorded for 'Jazz' (20%, ranks #1), 'Classical Music' (23%, ranks #1), 'Opera' (12%, ranks #1), 'Musicals' (34%, ranks #1), and 'Ballet' (13%, tied for first with King County). These very high rates may be attributed to a number of factors, including the high public awareness surrounding the opening of the of the new Broward Center for the Performing Arts and the high percentage of retirees who populate the area and are accustomed to attending world-class cultural events. The greater availability of leisure time for many residents (i.e., retirees) may also factor into the higher participation rates. Broward County Arts Participation Rates C S o U % 2 aa c s S So ►J -J < CORE DISCIPLINES Jazz 20% 15% Classical Music 23% 20% Opera 12% 6% Musicals 34% 27% Plays 21% 20% Ballet 13% 7% Other Dance 9% 10% Art Museum/Gallery 41% 42% Any of 8 Core Disciplines 65% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 61% 49% Attend Movie Theater 75% 73% Historic Park/Monument 40% 44% LITERATURE Read Books for Pleasure 75% 73% Read Plays or Poetry or Novels 71% 69% Read Plays 5% 8% Read Poetry 27% 29% Read Novels/Short Stories 68% 64% Hear Poetry 17% 15% Hear Novels/Books 13% 13% TELEVISION EXPOSURE Jazz 36% 36% Classical Music 45% 44% Opera 28% 23% Musicals 30% 29% Plays 28% 27% Any Dance 35% 36% Artists/Art/Art Museums 35% 43% Any TV Exposure 74% 75% RADIO OR RECORDINGS Jazz 51% 51% Classical Music 59% 61% Opera 31% 28% Musicals 23% 23% Plays 12% 10% Any Radio/Recordings 75% 77% 58 12 Local Surveys of Arts Participation Summary Report Broward County Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 4 866 9 N/A 2 450 15 1316 301 - 850 4 2345 4 2345 851 - 1500 1 1201 1 1200 2 2401 1501 - 2500 3 6044 1 2100 4 8144 Over 2501 2 6786 2 6786 Toted Seat Count by Type 14 17242 9 2 3300 2 450 27 20992 Broward County's unprecedented participation rate for 'Musicals' is clearly linked to a healthy schedule of touring Broadway productions - the Ft. Lauderdale Broadway Series - produced by PTG Florida, Inc. and launched with a 12-week run of Phantom of the Opera. Broward County's 13% 'Ballet' participation rate, may be attributed in part to the popularity of the Miami City Ballet and other touring ballet presentations. Performances of ethnic/traditional dance, including the Ballet Folklorico, have also been successful in the area. 'Opera' participation, at 12%, appears to be related to the strong supply of opera programming, both at the Broward Center and at other venues. In addition to productions by the Ft. Lauderdale Opera, the Greater Miami Opera and the Gold Coast Opera also perform regularly in venues throughout the county. Not only are participation rates for 'Opera' and 'Ballet' high, but those Broward County respondents who do attend 'Opera' and 'Ballet' do so more frequently than audiences in other survey sites. The high rate of attendance at jazz events may be explained by a preponderance of music festivals Qazz, Latin/Caribbean, etc.) and the large number of resident jazz artists. The Hollywood Jazz Festival is a 3-day event which attracts international visitors; several jazz societies and the Musician's Exchange also present jazz concerts. Enjoying the warm climate, almost a third of all jazz attenders saw their last jazz performance at a park or open-air facility, whereas relatively few attended nightclubs or jazz clubs. Broward County- Mean Frequency of Attendance Among Attenders e s o U ■2 08 it 2 ea m b -J < Jazz 3.35 2.7 Classical Music 2.98 2.84 Opera 2.59 1.86 Musicals 2.68 2.3 Plays 2.46 2.45 Ballet 2.42 1.77 Other Dance 1.72 2.03 Art Museum/Gallery 2.88 2.62 Arts/Crafts Fair/Festival 2.74 2.66 Historic Park/Monument 2.54 2.85 Interestingly, attendance at 'Art Museums/Galleries', 'Movies', and 'Historic Sites' do not correlate with the high rates for performing arts and are close to the averages for the 12 sites. One exception in this area is the high participation rate for 'Arts/Crafts Fairs and Festivals'; at 61%, it is second only to Reno among the 12 sites. Local cultural representatives indicate that the region's superb weather and festival settings (e.g., Riverwalk and other public parks) are conducive to outdoor programming. Vendor-based arts and crafts festivals are scheduled nearly every weekend from October through May. Participation rates for literary activities, television exposure, and radio/recordings of traditional arts disciplines are less anomalous. Interestingly, the participation rates for watching opera on television 59- 12 Local Surveys of Arts Participation Summary Report (28%, second only to Dade County) and for listening to opera on the radio or recordings (31%, ranks 1st) are consistent with the high participation rate for live opera performances. Types of Ve nues Attended Traditional venue types were last attended by three-quarters of Broward respondents who reported attending at least one live performance. 'Theatres' were attended by 43% of all audiences (ranks 1st); another 15% attended a 'Concert Hall or Opera House'; 11% attended a 'Civic Center', while 6% reported attending a 'College Facility'. The Broward Center's two venues, the Au-Rene Theatre at 2,700 seats, and the Amaturo Theatre at 595 seats, could easily be classified as either theatres or concert halls. Otherwise, the Coral Springs City Centre may also account for high utilization of "Civic Centers." The high utilization of traditional theatres may be attributed in part to the high participation rates for 'Musicals' and other disciplines typically seen in a traditional theatre setting (i.e. opera, ballet, and stage plays). Interest in Attending More Often Among Broward County respondents, 29% designated 'Art Museums/Galleries' as their single highest priority (ranks 2nd to Rural Nevada) for more frequent attendance, significantly higher than similar figures for Santa Clara County, CA (20%), and King County, WA (19%), and second only to Rural Nevada (36%). Interest levels in other disciplines are average, with the exception of jazz, which only 11% of respondents (ranks last among the 12 sites) designated as their single highest priority for increased attendance. Overall, 71% of all Broward respondents indicated that they would like to attend arts events more often. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for number and size of venues, number of performing arts events, and number of other cultural attractions provided by the Broward Cultural Affairs Council. 60- 12 Local Surveys of Arts Participation Summary Report Dade County, Florida Encompassing the greater Miami area, Dade County, Florida is a rapidly growing community at the forefront of cultural change in America. According to 1990 census figures, approximately half of the population of Dade County is of Spanish origin, including significant numbers of Cubans and a growing Haitian community. Another 20% of the County population is African-American. Population growth totaled 28% between 1970 and 1980 and another 19% during the 1980s. During 1992, the county's population is expected to cross the 2 million mark, and projections indicate continued growth over the next five years and beyond. Demographic statistics do not fully capture the cultural diversity of Dade County, with its unique combination of permanent and seasonal residents, widely diverse minority populations, and traditional American families. Of the 12 sites studied, Dade County income levels are most similar to the Pittsburgh/ Allegheny County site, with 24% reporting incomes over $50,000 and 44% with incomes under $25,000. Median household income for 1992 was estimated to be $28,764, similar to Pittsburgh ($29,920), but much less than Chicago ($38,022) and Philadelphia ($38,592). Only the Sedona, AZ site had lower median income than Dade County. Education levels for Dade County show greater concentration at the low end of the spectrum; while about 19% earned a Bachelor's degree or higher, fully 34% did not graduate from High School and 18% did not go past the 8th grade (the highest percentage in this category for all 12 sites). Similar to other large urban areas, single households constitute almost a quarter of all households. Dade County Cultural Activity Cultural Attractions* Art Museums 12 Art Galleries 184 Arts/Crafts Fairs/Festivals 350 Historic Parks/Sites/Monuments 480 *Data on # of performances not available. About the Sample*.* Dade County, Florida was divided into two sub-areas for sampling. 1 Telephone exchanges with a high percent minority population ( 1 79 completed interviews) 2. All remaining telephone exchanges in Dade County (223 completed interviews) The desired sample size was split proportional to their total populations An analysis of the ZIP Codes of respondents shows that the sample is concentrated in the immediate area around downtown Miami. A total of 85 interviews, or 21% of the sample, were conducted in Spanish, sample size = 402 Sample Demographics* 54% female, 46% male 47% white, not Hispanic; 17% Hispanic/Latino; 17% African-American; 12% Caribbean Islander; 3% Central & South American 21 % have incomes > $50,000/yr.(24% of the sample did not report their incomes) 30% completed college; 8% have graduate degrees ^weighted data Arts Activity in Dade County Like its population, Dade County's cultural community is rapidly growing and changing. According to the Metropolitan Dade County Cultural Affairs Council, the number of cultural organizations in Dade County increased from 1 10 in 1983 to nearly 600 in 1991. The resulting demand for resources (especially funding and facilities) is the primary challenge of the Cultural Affairs Council. -61 12 Local Surveys of Arts Participation Summary Report Miami's proximity to other population centers along the south Florida coast, including Ft. Lauderdale and the Palm Beaches, impacts the local cultural environment by broadening the service area (and funding base) of several of the larger arts organizations. The Florida Philharmonic, for example, is based in Ft. Lauderdale and performs regularly in Miami and Palm Beach. Other groups which perform throughout the region include the Miami City Ballet and the Greater Miami Opera. Other large arts institutions include the New World Symphony, a national training orchestra based in Miami Beach, and the Concert Association of Florida, a non-profit presenting organization which brings a variety of orchestras, soloists, dance companies, and popular entertainers to venues throughout the region. The area boasts an active dance community, highlighted by the nationally-prominent Miami City Ballet. Numerous smaller ballet companies and schools reflect a strong community interest in that art form, and the variety of contemporary and ethnic dance companies reflect the popularity of dance as a form of cultural expression. Musical theatre programming is largely the domain of Pace Theatrical Group, which promotes a series of Broadway shows at the Jackie Gleason Theatre in Miami Beach. A range of professional and amateur theatre companies, including approximately 10 culturally-specific troupes, offers a wide variety of programming. One of the area's most popular companies, the Coconut Grove Playhouse, offers six productions annually in its 1,100-seat theatre. The County's visual arts community is equally diverse. Although Miami lacks a flagship art museum on the order of The Carnegie in Pittsburgh, several culturally-specific museums, such as the Cuban Museum of Arts and Culture and the Black Heritage Museum, add a richness not found in other cities. Numerous commercial and non-profit art galleries feature the works of local artists. Dade Coun ty Performance Facilities The recent growth of Miami's major arts institutions has created demand for new facilities with improved Dade County Arts Participation Rates >, c s o U 4> ea Q 1 a d < CORE DISCIPLINES Jazz 14% 15% Classical Music 12% 20% Opera 7% 6% Musicals 20% 27% Plays 15% 20% Ballet 10% 7% Other Dance 12% 10% Art Museum/Gallery 35% 42% Any of 8 Core Disciplines 52% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 45% 49% Attend Movie Theater 63% 73% Historic Park/Monument 41% 44% LITERATURE Read Books for Pleasure 62% 73% Read Plays or Poetry or Novels 63% 69% Read Plays 9% 8% Read Poetry 31% 29% Read Novels/Short Stories 56% 64% Hear Poetry 21% 15% Hear Novels/Books 16% 13% TELEVISION EXPOSURE Jazz 38% 36% Classical Music 45% 44% Opera 31% 23% Musicals 33% 29% Plays 28% 27% Any Dance 39% 36% Artists/Art/Art Museums 43% 43% Any TV Exposure 77% 75% RADIO OR RECORDINGS Jazz 44% 51% Classical Music 61% 61% Opera 29% 28% Musicals 23% 23% Plays 11% 10% Any Radio/Recordings 70% 77% technical capabilities. Representatives of the arts community recognize the need to expand access to 62- 12 Local Surveys of Arts Participation Summary Report performance facilities for the city's large organizations and for the many emerging arts groups. Planning is underway for a new, multi-venue performing arts center which could open as early as 1996. Presently, Dade County's active venues with more than 800 seats are all owned by public agencies and include: Dade County Auditorium, in residential Miami (2,498 seats) TOPA - Jackie Gleason Theatre, in south Miami Beach (2,705 seats) Gusman Center, in downtown Miami (1,709 seats) Victory Park Auditorium, in North Miami Beach (1,200-seats) Joseph Caleb Auditorium, in Miami (1,000 seats) Manuel Artime Performing Arts Center, in Miami (804 seats/442 in use) The Effect of Weighting on Dade County Survey Results As noted above, sampling was weighted to gain more respondents in those areas in which a low response rate was expected. Since a stratified sampling methodology was used, results should not be used to make inferences about the total county population without making adjustments to the sample data. Weighting procedures conducted by Abt Associates adjusted for four demographic variables (age, gender, race, and household income), and had a relatively minor impact on survey results (see Table A). Generally, weighting procedures lowered participation rates by one or two percentage points, except for 'Opera' participation, which rose 1.7% after weighting. (Consult the methodology section of this report for additional information about weighting procedures.) TABLE A Effect of Weighting on Dade County Arts Participation Rates Raw Weighted Data Data Change Jazz 15.7% 14.3% -1.4% Classical Music 14.4% 12.4% -2.0% Opera 5.7% 7.4% +1.7% Musicals 21.1% 20.3% -0.8% Plays 16.9% 15.2% -1.7% Ballet 10.7% 10.3% -0.4% Other Dance 12.9% 12.2% -0.7% Museums 36.6% 35.4% -1.2% Arts Participation in Dade County Arts participation rates in the traditional disciplines do not capture the cultural richness of the community. 'Classical Music' participation for Dade County, at 12%, is the lowest of any urban site studied, surpassing only Las Vegas (9%) and Rural Nevada (10%) among the 12 sites studied. Those who do attend classical music performances, however, go more frequently than their counterparts in other cities. Given the healthy supply of classical music performances by the Florida Philharmonic and the New World Symphony, in addition to numerous presentations of touring artists and chamber groups, the lower participation rate most likely relates to demographic and cultural factors. The European-based classical music tradition is not part of the cultural heritage of a majority of Dade County's population, and lower participation rates would be expected. Jazz participation (14%) is closer to the 12-site average of 15% and places Dade County between Chicago (16%) and Philadelphia (12%). Participation rates for other types of musical performances, including ethnic/traditional music, were not researched, but could be expected to uncover an important aspect of arts participation in Dade County. Generally, participation rates for disciplines based on the spoken word (i.e., musicals and plays) are lower for Dade County, while participation rates for 'Ballet' and 'Other Dance' (i.e., disciplines based -63- 12 Local Surveys of Arts Participation Summary Report on movement) are higher. Language barriers might contribute to the lower participation for musicals and plays, although a number of theatre companies present performances in Spanish. Dade County's 20% participation rate for 'Musicals' contrasts sharply with Broward County's 34% rate (even though the two counties are adjacent), and is the lowest of the large urban areas studied. During the 1991-92 season, Pace Theatrical Group presented approximately 80 performances of Broadway shows at the Jackie Gleason Theatre in Miami Beach, drawing over 1 10,000. With such a steady supply of programming (and excess capacity), other factors seem to constrain participation in this discipline. A similar story emerges for participation in 'Plays'; Dade County's 15% rate is lowest of the urban sites studied. Philadelphia and Pittsburgh, both with 18% participation rates for 'Plays', are most comparable, although Seattle's 29% rate is almost twice as high. With Spanish as the primary language for so many of its residents, and with such a diverse minority population, Dade County and its theatre community face some unique challenges. Table 1(a) in the appendix shows arts participation rates for demographic sub-groups. Results show that Hispanic/Latino respondents (from all 12 sites combined) are less than half as likely to attend 'Plays' than white respondents: Arts Participation Rates for Demographic Sub-Groups Excerpted from Table 1(a) Dade County - Mean Frequency of Attendance Among Attenders S. s o u •o es Q H (Z5 < Jazz 3.35 2.7 Classical Music 3.72 2.84 Opera 1.77 1.86 Musicals 2.76 2.3 Plays 3.08 2.45 Ballet 2.02 1.77 Other Dance 2.61 2.03 Art Museum/Gallery 2.69 2.62 Arts/Crafts Fair/Festival 2.48 2.66 Historic Park/Monument 3 2.85 Classical Other Jazz Music Opera Musicals Plays Ballet Dance RACE/HERITAGE White 15% 22% 8% 30% 21% 8% 10% African- American 19% 13% 2% 24% 16% 3% 9% Hispanic 13% 6% 2% 16% 9% 4% 10% These data offer substantial insight into Dade County's participation rates. Note especially that Hispanic participation in 'Other Dance' (10%) equals the rate for white respondents. Dade County's 12% rate for 'Other Dance' reinforces the notion that dance, as an art form, is indigenous to many cultures, in contrast to other performing arts disciplines covered in this research. Those who attend 'Other Dance' performances in Dade County also attend more frequently than their counterparts in other cities. Although minority respondents are half as likely to attend 'Ballet', Dade County's 10% participation rate for 'Ballet' is twice the figure for Philadelphia and Chicago (both at 5%). The Miami City Ballet's rapid ascent to national prominence (it is currently the 7th largest ballet company in the U.S.) and its impact on the local community through regular performances, outreach, and education programs clearly contribute to this high participation rate. To the north, Broward County's 13% rate for 'Ballet' is also supported by this institution. Literature participation rates for Dade County, as might be expected, are somewhat lower than averages for the 12 site combined; in several categories Dade County compares favorably to 64- 12 Local Surveys of Arts Participation Summary Report Pittsburgh. Interestingly, of all the urban sites studied, Dade County has the highest participation rates for attending readings of books or poetry. In contrast to attendance at live performances, media participation rates for Dade County compare similarly to other urban sites studied, with several exceptions. Both Dade and Broward counties have high rates for television exposure to opera. Also, Dade County's 44% participation rate for listening to recordings of jazz is lower than Chicago's (56%) and Broward County's (51%), but higher than Pittsburgh's (40%). Interest in Attending More Often Overall, 70% of Dade County respondents reported an interest in attending arts events more often; this figure is not significantly different than Chicago (68%) or Broward County (71%) but is somewhat higher than Pittsburgh (66%). In contrast to other urban sites, Dade County respondents were less likely to list 'Musicals' as their highest priority for attending more often and more likely to select 'Ballet' and 'Art Museums/Galleries' as the single discipline that they would like to attend more often. These findings are consistent with participation levels and indicate again that a high level of participation in a particular discipline breeds additional interest, and vice versa. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Other information provided by the Metropolitan Dade County Cultural Affairs Council. 65 12 Local Surveys of Arts Participation Summary Report Santa Clara County, California Santa Clara County, at the southern end of the San Francisco Bay Area, has experienced rapid population growth over the past two decades, and the City of San Jose is now one of California's largest centers of commerce and population. A comprehensive downtown redevelopment plan, a rapid transit system, and the skyrocketing growth rate of nearby Silicon Valley have all contributed to San Jose's emergence from "edge city" status to that of an independent urban center. Nearly one in five residents are Hispanic/Latino, and a growing Asian community represents another 10% of the population. Median household income in 1991 was close to $52,000, a level far above both national and state averages. Families represent an increasingly larger percentage of households, with significant numbers headed by single parents. About the Sample.., • sampled area includes all of Santa Clara County, excluding telephone exchanges (408) 842, 847, and 848 (Gilroy area). • sample size - 401 Sample Demographics * 51% female, 49% male 67% white, not Hispanic 18% Hispanic/Latino, 8% Asian 51% have incomes > $50,000/yr. 43% completed college; 16% have graduate degrees *weighted data Arts Activity in Santa Clara County The arts have not been bypassed by the region's fast growth but rather have prospered with it. New or planned cultural facilities include a renovated art museum, a new home for the local repertory theatre company, and renovation of the historic Fox Theatre downtown. Nearby communities have also recently opened facilities (Mountain View Center for the Performing Arts) which draw Santa Clara County residents away from the traditional cultural centers of San Francisco and Oakland. Recent experiences with outdoor productions in the downtown area (i.e., outdoor Jazz Festival and Le Cirque du Soleil) have proven that the city itself can serve as a suitable venue for various types of performances. Some of the most exciting cultural developments in the county are in the area of multi -cultural performing arts collaborations involving Asian, Latino, and East Indian music and dance companies. The cultural community in the region is striving to develop a supportive infrastructure for arts and culture through audience development and outreach activities. Arts Participation in Santa Cl ara County For each of the seven performing arts disciplines surveyed, participation rates for Santa Clara County generally fall in the middle of the distribution for all 12 sites, with a tendency to be somewhat higher than average. An exception is found in the area of 'Jazz' with a participation rate of 19% (tied for 2nd of 12 sites). In addition to a lively nightclub scene, (26% of jazz attenders last attended a nightclub or jazz club), a summer jazz festival takes place on six stages throughout downtown San Jose and offers free performances for three days. Consequently, another Santa Clara County Cultural Activity Cultural Attractions Art Museums 4 Art Galleries 16 Arts/Crafts Fairs/Festivals 20 Historic Parks/Sites/Monuments 6 Performing Arts Activity* Jazz 375 Classical Music 202 Opera 58 Musicals 473 Plays 992 Ballet 53 Other Dance 115 *Number of Reported Performances over a Recent 12-Month Period 66- 12 Local Surveys of Arts Participation Summary Report 22% of jazz attenders last attended a 'Park or Open- Air Facility'. The area's large Latino population enjoys concerts and dances featuring salsa and Afro- Caribbean music, which also have been reported as jazz participation. In comparison to other sites, Santa Clara County respondents also reported significantly higher participation rates for 'Ballet' (9%, ranks #4) and musical theatre (30%, ranks #3). The county's resident professional dance company, the San Jose/Cleveland Ballet, produces an annual season in San Jose, while professional ballet companies can also be found within an hour's drive in San Francisco and Oakland. Touring ballet companies also perform at universities throughout the Bay Area. Also figuring in the relatively high participation rate for 'Ballet' may be attendance at performances by Ballet Folklorico organizations, a form of ethnic dance popular among Latinos and prevalent in Santa Clara County. The area's rich diversity of cultural activity is not adequately reflected in the categories surveyed. For example, attendance at performances of ethnic music cannot be considered either 'Classical Music' or 'Jazz' participation, and consequently were unrecorded, even though it is a major area of arts activity in Santa Clara County. Further, local representatives report a growing number of non-traditional collaborative productions involving the region's Latino and Asian communities, often featuring music and dance on the same program. It is unclear to what extent attendance at these types of performances was reported, given the limited discipline definitions and the interview protocol. Of particular note in Santa Clara County is the high rate of attendance at 'Historic Sites', with 51% of respondents having visited such a site over the past year (ranks #2 of 12 sites). While local representatives have reported only six such sites in the County, at least three are unique for their stature in the community. Kelly Park is a collection of historic buildings and replicas near downtown San Jose; the Winchester Mystery House is a popular destination to which local residents take out-of-town visitors for tours and special events; and Villa Montalvo, an historic home, is also a site for performing arts events. Santa Clara County Arts Participation Rates c § U en U c ett CO i a d < CORE DISCIPLINES Jazz 19% 15% Classical Music 21% 20% Opera 8% 6% Musicals 30% 27% Plays 21% 20% Ballet 9% 7% Other Dance 9% 10% Art Museum/Gallery 44% 42% Any of 8 Core Disciplines 67% 62% OTHER DISCIPLINES Arts/Crafts Fair/Festival 54% 49% Attend Movie Theater 78% 73% Historic Park/Monument 51% 44% LITERATURE Read Books for Pleasure 74% 73% Read Plays or Poetry or Novels 72% 69% Read Plays 10% 8% Read Poetry 29% 29% Read Novels/Short Stories 70% 64% Hear Poetry 20% 15% Hear Novels/Books 16% 13% TELEVISION EXPOSURE Jazz 36% 36% Classical Music 36% 44% Opera 23% 23% Musicals 29% 29% Plays 29% 27% Any Dance 34% 36% Artists/Art/Art Museums 37% 43% Any TV Exposure 74% 75% RADIO OR RECORDINGS Jazz 57% 51% Classical Music 65% 61% Opera 27% 28% Musicals 24% 23% Plays 8% 10% Any Radio/Recordings 81% 77% 67- 12 Local Surveys of Arts Participation Summary Report Santa Clara County Venues Performing Arts Facilities Bars, Clubs & Dinner Theatres College/Univ. Venues Alternative Venues TOTAL SEATING CAPACITY #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats #of Venues Total Seats Up to 300 12 2058 2* 325* 4 850 11 2230 27 5138 301 - 850 5 2355 N/A N/A 5 3889 4 2450 14 8694 851 - 1500 1 1000 1 1081 2 2160 4 4241 1501 - 2500 1 1722 2 4000 3 5722 Over 2501 3 8187 2 13500 1 20000 6 41687 Total Seat Count by Type 21 13600 13 21042 20 30840 54 65482 * list incomplete Figures for frequency of attendance are very similar to the averages for all 1 2 sites. Although participation rates for Santa Clara County respondents are higher in some categories, those who participate do not attend more or less frequently than their counterparts in other cities. For the most part, rates of participation in the arts through the media are also not significantly different in comparison to most of the other 1 1 sites. However, literature participation rates for Santa Clara County tend to be somewhat higher, especially in the categories of 'Reading Novels or Short Stories', and 'Attending Poetry Readings'. This finding is consistent with the observation that higher education levels are related to higher literature participation rates. Santa Clara County ranks third among all sites in the number of respondents with college degrees (23.6%), and first among all sites in the number of respondents with graduate degrees (18.2%). Venue Typ es Attended Seventy-seven percent of those respondents who participated in any of the seven performing arts disciplines reported last attending a traditional performing arts venue (i.e. 'Theatre', 'Concert Hall or Opera House', 'College Facility', etc.). This figure is comparable to the other large urban areas studied. A comparison of the venue types attended with the actual facility inventory of the area shows that college and university facilities play an essential role in the performing arts delivery system. Four educational institutions host performing arts activities: San Jose State University, Santa Clara University, Stanford University, and Foothill Community College. It is therefore no surprise that Santa Clara County boasts the highest percentage (12%) of reported attendance at college facilities of all the sites surveyed, with the exception of Las Vegas. Among the disciplines, respondents attended 'Other Dance' performances at college other type of venue. Interest in Attending More Frequently Santa Clara County Mean Frequency of Attendance Among Attenders >> G 9 O U O 3 C/5 05 w 1 J -J < Jazz 2.45 2.7 Classical Music 2.74 2.84 Opera 1.92 1.86 Musicals 2.28 23 Plays 2.73 2.45 Ballet 1.35 1.77 Other Dance 2.25 2.03 Art Museum/Gallery 2.57 2.62 Arts/Crafts Fair/Festival 2.79 2.66 Historic Park/Monument 3.02 2.85 facilities more frequently than at any With respect to interest in attending arts events more frequently, Santa Clara County respondents expressed interests similar to those of respondents in other cities. 'Musicals' (22%), 'Art -68- 12 Local Surveys of Arts Participation Summary Report Museums/Galleries' (20%), and 'Jazz' (19%) were most frequently cited as the single cultural activity that respondents would like to attend more often. Compared to average figures for the other 1 1 sites, only 'Jazz' received a significantly higher percentage of interest (19%, ranks 2nd to Las Vegas). Overall, 68% of those surveyed would like to attend arts events more often. Source for demographic and lifestyle data: Equifax Marketing Decision Systems, Encinitas, CA. Figures for number and size of venues, number of performing arts events, and number of other cultural attractions provided by the City of San Jose Office of Cultural Affairs. -69 12 Local Surveys of Arts Participation Summary Report ffl. SPECIAL TOPICS The primary focus of this report is arts participation at the local level, and the relationship between participation patterns and the supply of local arts activity. However, data from the 12 Local Surveys is rich with information about a variety of additional topics of relevance to arts managers, funders, and policy makers. For example, results from questions about participation, venue types attended, sources of information, etc., can be cross-tabulated with demographic variables to uncover possible underlying differences. Although the opportunities for detailed analysis of this data are almost endless, several of the more interesting special topics are addressed below. A. Factors Related to Arts Participation A statistical procedure called 'discriminant analysis' was used to determine the demographic variables which distinguish between those respondents who participate in each of the arts activities and those who do not. Results from this analysis identify which factors contribute the most to whether a respondent belongs in a specific group (e.g., 'Classical Music' attenders, etc.). For example, it was observed that of all the demographic variables, the education variable 'Graduate Degree' related most strongly to 'Classical Music' participation. Although this analysis does not prove causality (i.e., that having a graduate degree causes Classical Music' participation), it does sift out what factors are most related to participation in the various disciplines. Combined data from all 12 sites were analyzed. Age, race, gender, income, education, marital status, and household size were all tested against each of the categories of arts participation. Results show that: • Of all the demographic variables tested, education levels, particularly 'High School Degree', 'Bachelor's Degree' and 'Graduate Degree', have the strongest relationship to arts participation in each of the 8 core disciplines. This finding is generally consistent with the results of previous research on arts participation, including the 1982 and 1985 SPPAs. • The difference in participation rates among races is greater with respect to Classical Music', 'Opera', and 'Art Museum/Gallery' participation, and less for 'Jazz', 'Musicals', Plays', 'Ballet' and 'Other Dance'. • High Income ($100,000+) is associated with participation in Classical Music', 'Opera', 'Musicals' and 'Art Museums/Galleries'. Income levels, generally, are less related to participation in 'Other Dance'. • Age is a significant discriminating factor for Classical Music' and 'Opera' participation, but much less so for other disciplines. For example, 41 % of 'Opera' attenders fall into the 40-59 age bracket, and another 30% fall into the 60+ age bracket. In contrast, 'Jazz' attenders are more evenly distributed across all age brackets (only 46% are over age 40). • Marital status is not a particularly strong factor related to arts participation, although 'Married' is significantly related to Classical Music' participation, and 'Never Married' is signifipantly related to attendance at 'Arts/Crafts Fairs or Festivals'. 70 12 Local Surveys of Arts Participation Summary Report Combining data from the 12 sites does not produce a nationally representative sample, and data sets are too small to conduct this analysis on a site by site basis. Other statistical procedures, including multiple regression analysis, were used on data from the 1982 and 1985 SPPAs to evaluate demographic variables as predictors of arts participation. Reports from these studies should be consulted for further information about the demographic and socio-economic characteristics of arts attenders. A bibliography of research on arts participation appears in the appendix. B. Cross-Discipline Participation Rates While it is valuable to study participation rates for the individual disciplines, the data also provides information about overlapping audiences between the various disciplines. Table 1 1 (below) presents cross-discipline participation rates for all of the 12 sites combined. Use this table to look up what percentage of attenders in a particular discipline also attend the other disciplines. 1 This information might be useful to a marketing manager, for example, in targeting mailings for a particular production or series. A number of interesting observations can be made from these data: CROSS-DISCIPLINE PARTICIPATION RATES 12 Local Surveys of Public Participation in the Arts (Weighted Percentages for 12 Sites Combined) Table 11 3 s -a Reference Audience (Read down each column for results) CO \— 8. o a «3 G> O § Q < Times 1 Time 2 or 3 Times 4 or 5 Times Attended Any of 8 "Core" Disciplines... 6+ Times Generally, demographic characteristics follow a consistent pattern of change until frequency of participation reaches '4 or 5 Times', after which there is a leveling out or reversal of the trend. For example, the percentage of respondents in the '60 and Over' age bracket increases steadily as frequency of participation rises: Frequency 1 Time 2 or 3 Times 4 or 5 Times 6+ Times % 60 and Over 16% 21% 24% 29% 73 12 Local Surveys of Arts Participation Summary Report The racial/ethnic distribution of those who did not attend any of the 8 "core" disciplines is different than the racial distribution of those who attended at least once (see table below). Minority populations account for almost a third of all non-attenders (32%), but less than a quarter of those who attended once (22%), 2 or 3 times (20%), or 6 or more times (17%). Oddly, this trend reverses for the group of respondents who attended 4 or 5 times, with 29% minority composition . *" 0% RACIAL/ETHNIC MINORTI1ES BY FREQUENCY OF PARTICIPATION African -American ; | Hispanic I I Other Minority Times 1 Time 2 or 3 Times 4 or 5 Times Attended Any of 8 "Core" Disciplines... 6+ Times With respect to gender, females account for larger percentages of attenders as freqency of attendance increases. This trend is reversed, however, at the highest level (6 or more times), where participation by males exceeds that for females by over 10%. Frequency of participation data from the 1992 SPPA should be examined in light of these results. Number of Disciplines Attended Adding another dimension to the analysis of participation rates and frequency of participation, a separate analysis was conducted to examine the demographic characteristics of respondents based on the number of different disciplines attended. In other words, how does the respondent who attended 'Jazz' performances four times differ from the respondent who attended four disciplines once? Both may have attended a total of four times, but how do they differ? Results are presented in Table 10 in the appendix. Generally, demographic characteristics change dramatically as the number of disciplines attended goes up: • Almost half of all respondents who attended six or more of the 8 "core" disciplines fall into the 40 - 59 age bracket. • Married persons are significantly more likely to attend multiple disciplines. • Respondents with incomes over $100,000 are more than 3 times as likely to attend 4 or more disciplines as they are to attend only one discipline. • Education levels increase dramatically as the number of disciplines attended goes up (see chart on the following page). 74 12 Local Surveys of Arts Participation Summary Report EDUCATION LEVELS BY NUMBER OF DISCIPLINES ATTENDED I I High School or Lower Some College Bachelor's Degree or Higher > -J e o a S 3 s 2 # None 1 Discipline 2 or 3 Disciplines 4 or 5 Disciplines 6 to 8 Disciplines Number of 8 "Core" Disciplines Attended... D. Utilization of Venues by Discipline The 1982 and 1985 SPPAs asked respondents simply to list all types of venues attended for all performances. However, the 12 Local Surveys queried venue types for each discipline, providing a new level of information about this subject. Table 3(a) in the appendix shows venue utilization for each site (for all disciplines combined). Table 3(b), which is reproduced below, shows venue types attended by discipline. As might be expected, venue utilization varies substantially by discipline. Venue types are sorted into three categories for easy reference; performing arts facilities (i.e. "traditional" venue types), clubs/dinner theaters, and "alternative" venues. Consult the table for details. Highlights of these data include: • "Traditional" venue types were used almost exclusively for 'Opera' (95%) and 'Ballet' (90%), presumably because of the involved technical demands of these productions and the limited technical capacities of other types of venues. • 'Nightclubs/Jazz Clubs' and 'Dinner Theatres' were last attended by a third (33%) of all 'Jazz' attenders, while another 20% attended 'Jazz' concerts at Parks/Open-air Facilities'. "Traditional" performing arts venues were utilized by only 37% of 'Jazz' attenders. • Approximately 10% of all 'Classical Music' attenders reported attending their most recent concert at a 'Church or Synagogue', underscoring the importance of these venues in the performing arts delivery system. • 'Dinner Theatres' were most recently attended by 13% of audiences for 'Musicals', indicating that small-scale musical theatre productions are an important part of the supply of arts activities. More people attended 'Musicals' in 'Dinner Theatres' (13%) than 'Concert Halls/Opera Houses' (11%) or 'Civic Centers' (5%). • Traditional theaters account for 59% of utilization for both 'Musicals' and 'Plays.' 75- 12 Local Surveys of Arts Participation Summary Report VENUE TYPES ATTENDED BY DISCIPLINE 12 Local Surveys of Public Participation in the Arts (Weighted Percentages for 12 Sites Combined) Table 3(b) N N a •— > o 'c/3 3 '55 53 03 O C/5 '55 3 2 C/5 EC PQ ZV 'cuopgs en (S VO 2 2 vO JR vO o Cl •>* 2 2 i si* o (R o v^ o 2 o CS ■o c IT Part ■cen Si i TED FOR NOT A ocal Surveys of Public (Weighted Pei s S3 1 3 l •5 vu > ^ "3 vu « Si VU Vj p 03 QC < .5 »•*•* ^ £ s a 1 1 | Q vi C •a, e 1 | vu > B »■* c Q O s 00 Z i oo > > Z o e o 6 N CO « > u Z *2 3 3 CO* e •o V 00 O z 6 JO "3 CO c o u .5 < >*. a 3 O O oo e a CO o d 03 V a o 00 CO u Ic o < s .2 5 •o _eo EL. Ed >, c 3 o u ■o ■t o In ffl E? I o U CO Q < s" * o V) o § on ce < < ft. ft. 50 1 ft. ft, m oo 2 1 CORE DISCIPLINES 1 Jazz 14% 15% 10% 7% 19% 13% 16% 16% 12% 20% 14% 19% 15% 20% 6% 27% 20% 7% 10% 42% 52% 62% 10% 10% Classical Music 20% 9% 18% 10% 17% 19% 20% 20% 19% 23% 12% 21% 13% 13% Opera 5% 3% 9% 2% 4% 4% 7% 5% 7% 12% 7% 8% 3% 3% Musicals 25% 20% 19% 12% 24% 17% 26% 32% 24% 34% 20% 30% 19% 17% 1 Plays 18% 16% 15% 12% 25% 22% 29% 21% 18% 21% 15% 21% 12% 12% Ballet 7% 7% 7% 8% 3% 7% 13% 5% 5% 13% 10% 9% 4% 4% Other Dance 8% 11% 12% 10% 13% 9% 13% 10% 11% 9% 12% 9% N/A N/A ) Art Museum/Gallery 38% 39% 41% 39% 77% 32% 52% 42% 44% 41% 35% 44% 22% 22% Any of 7 Performing Arts Disciplines 46% 46% 43% 33% 54% 42% 55% 54% 52% 57% «% 5(5% N/A N/A Any of 8 "Core" Disciplines 57% 59% 56% 52% 82% 50% 69% 63% 63% (55% 52% 67% N/A N/A OTHER DISCIPLINES Arts/Crafts Fair/Festival 55% 50% 62% 56% 57% 45% 55% 49% 42% 61% 45% 54% 49% 73% 44% 39% 40% Attend Movie Theater 72% 67% 68% 63% 84% 65% 78% 77% 70% 75% 63% 78% 63% 59% Historic Park/Monument 41% 36% 50% 42% 60% 46% 44% 44% 47% 40% 41% 51% 37% 36% LITERATURE Read Books for Pleasure 60% 71% 76% 74% 82% 69% 82% 75% 75% 75% 62% 74% 73% 8% 29% 64% <5P% 15% 13% N/A N/A Read Plays 8% 4% 9% 6% 9% 7% 9% 7% 9% 5% 9% 10% N/A N/A Read Poetry 25% 33% 35% 32% 42% 32% 33% 29% 28% 27% 31% 29% N/A N/A Read Novels/Short Stories 59% 65% 73% 66% 70% 60% 71% 64% 64% 68% 56% 70% N/A N/A 1 Read Plays or Poetry or Novels 63% 69% 76% 71% 74% 66% 75% 69% 68% 71% <5J% 72% 56% 56% Attend Poetry Readings 7% 13% 14% 20% 22% 13% 16% 15% 14% 17% 21% 20% N/A N/A Attend Readings of Novels/Books 8% 9% 13% 12% 20% 15% 18% 13% 11% 13% 16% 16% N/A N/A TELEVISION/VIDEO Jazz 31% 37% 35% 27% 29% 30% 40% 37% 34% 36% 38% 36% 36% 44% 23% 29% 27% 36% 43% 75% 18% 17% Classical Music 30% 33% 43% 32% 40% 36% 38% 46% 50% 45% 45% 36% 25% 24% Opera 16% 16% 20% 13% 17% 16% 21% 24% 22% 28% 31% 23% 12% 12% Musicals 22% 25% 28% 20% 33% 26% 26% 30% 29% 30% 33% 29% 20% 18% Plays 22% 21% 25% 19% 34% 22% 26% 30% 26% 28% 28% 29% 26% 21% Any Dance 31% 32% 37% 32% 41% 32% 36% 36% 36% 35% 39% 34% N/A N/A Artists/ Art/ Art Museums 34% 36% 46% 41% 61% 40% 53% 45% 44% 35% 43% 37% 23% 25% Any TV Exposure 65% 69% 77% 67% 82% ■57% 78% 75% 80% 74% 77% 74% N/A N/A , RADIO OR RECORDINGS Jazz 40% 50% 46% 36% 52% 43% 58% 56% 48% 51% 44% 57% 51% 61% 28% 23% 10% 77% N/A '" N/A N/A \ ' N/A Classical Music 52% 54% 61% 51% 70% 58% 65% 64% 60% 59% 61% 65% Opera 24% 18% 22% 14% 21% 21% 28% 30% 28% 31% 29% 27% N/A N/A Musicals 20% 16% 16% 16% 22% 14% 21% 25% 23% 23% 23% 24% N/A N/A Plays 6% 7% 8% 7% 13% 11% 10% 12% 10% 12% 11% 8% N/A N/A Any Radio/Recordings 67% 74% 74% 62% 82% 70% 78% 8J% 73% 75% 70% 81% N/A N/A HOW TO READ THIS TABLE: 25% NOTE: Participation rates from the 19 NOTE: Italicized figures were computi NOTE: N/A = Not Available of Sedon 32 and IS :d from e i responc 85 SPPA xisting d ents repc s are inc ita. rted attet uded in 1 iding at 1 his table east one for conte lon-musi xt only, i cal stage indaren play duri Dt direcll ng the 12 / compar months able to ol prior to t her rates •eing inte in this ta rviewed. ble. 1 ] ARTS PARTICIPATION RATES FOR DEMOGRAPHIC SUB-GROUPS J 12 Local Surveys of Public Participation in the Arts (Weighted Percentages for 12 Sites Combined) ■ Performing Arts Disciplines 73 > 'S > s 09 > © Z ■o S as & s •5 s Im 1 e < 09 00 c •mm T3 M 0> as o o pa •a e AGE 18 to 29 70% 14% 29% 65% 13% 11% 91% 30 to 39 76% 5% 30% 60% 16% 13% 79% 40 to 59 75% 6% 30% 66% 19% 16% 68% Over 60 69% 6% 29% 63% 14% 11% 52% GENDER Male 70% 7% 23% 57% 15% 13% 76% Female 75% 8% 35% 70% 15% 12% 71% ! RACE White 74% 8% 29% 66% 13% 13% 76% Black 72% 8% 32% 58% 22% 13% 63% Hispanic 64% 10% 25% 55% 21% 13% 72% Other 63% 6% 28% 58% 22% 12% 64% EDUCATION High School or Lower 63% 6% 20% 52% 12% 8% 63% Some College 74% 8% 34% 66% 14% 12% 76% Bachelor's Degree or Higher 84% 9% 36% 76% 20% 18% 82% INCOME Less than $20,000 65% 9% 28% 54% 18% 8% 58% ! $20,000-$49,999 75% 7% 29% 68% 13% 12% 77% $50,000-599,999 83% 7% 29% 72% 15% 15% 83% $100,000 or More 88% 9% 28% 74% 18% 19% 90% MARITAL STATUS Married 75% 5% 28% 66% 15% 15% 73% Widowed 65% 5% 31% 59% 16% 9% 45% Separated 67% 5% 18% 59% 22% 7% 50% Divorced 71% 7% 35% 57% 14% 11% 69% Never Married 72% 16% 30% 64% 16% 11% 85% HOW TO READ THIS TABLE: Among all respondents in the combined sample who reported annual incomes over $100,000, 90% reported attending the cinema at least once during the 12 months prior to being interviewed. I ARTS PARTICIPATION RATES FOR DEMOGRAPHIC SUB-GROUPS 12 Local Surveys of Public Participation in the Arts (Weighted Percentages for 12 Sites Combined) Table 1(c) Television/Video > > H B e s e > EA > H B r > H e o 3 s ■a > H B e 2 e o > B O 09 O > OB s < S > N N 03 Radio/Recordings o. o Comparisons e o O. t a. « B < e o a es o. t «B © o c .GE to 29 to 39 10 to 59 •er60 33% 37% 39% 34% 28% 34% 52% 59% 12% 16% 28% 34% 21% 24% 31% 38% 15% 21% 35% 36% 29% 29% 37% 47% 41% 55% 49% 14% 14% 42% 58% 46% 52% 44% 54% 70% 16% 36% 41% 70% 44% 30% ! 18% 67% 19% i 5% 63% 29% 11% 62% 57% 67% 69% 81% 80% 72% 75% 80% 80% WDER n # ** o # no t Tf CM m «/-! CO T NO 1 ' ,-H flrf .5 VAV '3P1B3S cm SO NO CM On m rr, NO CM NO On o On NO in « ■* On CM r- an intei artmu GMO icipation respondents expressed dents cited 'Exhibits at CO O M -S 3M 'uistbs-uojsui^ £ ^ r- m NO CS co # 5 2 NO 1— H 2 in 1—1 CS 00 NO 00 c# o CM 2 2 m TTENDIN of Public Part c U a 1 n CO ZV 'Buopss SO co •* o NO m NO in in m O i — i On 00 NO CM ot - ^v z g u sdE ^pBA3^ rcmy m co en r- ' — i * r^ t m NO I— 1 *— 1 in N^ o T— < N^ NO # •* NO TJ- NO CO CM 3 H O-, ~ 1 !8 R NN) N^ o Chicago Mevada re e most. AN ' OU3 tf 1 ON m co CM co m m N^ 3 # 5 m NO On • 1 NO St m # ■* N^ 2 00 m CM co z q ■i 00 sofal Rural ftenth AN 'SB§3y\ SB^ co 2 00 & •* NO N^ o O TI- 1— 1 J^ in On # Tf m # s is a £ R ■* t ~ in c o "8 s 5 1 O CO s u 00 1) O S Q CO s 3 1) CO 3 c o o "8 a s a g ir, C •c to HOW TO READ THIS TABL art galleries more often. Over arts event that they would like - N *— > 00 CO « U c u a O o OO 3 a *-* 1) m -S O s < o a a £ ■— i V3 | e 8, o CO CO c? Oh 13 m to ■5 O i "c o Q (A u 3 u o a, saxis tiv V3 'ssof ire§ Td 'A}imo3 spEQ Tj 'XjunoQ piEMOig VSW ^iqdppBnqd B3JV oSBDiq^ VM 'apisas ON 'inapjs-uojsuiyw ZV 'Euopas s {£ ^ ^ O V) \o # ^ * # o \o 00 «s £R «£ {£ ^ 5£ ?£ {£ m ro •— i i— i r~ •— i © <» o # # # # ^ ^ # 8* n ^ £ m ^ # ^ c-l H O (N o; o (N; O •-HI O ©| © i -lO © © ©I © (N! © — I© ©I © T3 •a © © © © 88 © © © © ffi © © © © 8 £ S g a Hoi u g VENUE TYPES ATTENDED BY 1 2 Local Surveys of Public Participati* (Weighted Percentages for 12 Sites t DISCIPLINE an in the Arts Combined) Table 3(b) N N o 'c/3 3 -a v: G ex O 1/3 o 3 2 V3 ■>-> 0Q Q •s o Concert Hall or Opera House 9% 39% 61% n% 9% 30% 12% Civic Center 5% 6% 5% 5% 4% 10% 5% Theatre 16% 17% 26% 59% 59% 43% 28% College Facility 7% 12% 3% 3% 9% 7% 12% Performing Arts Facilities 37% 74% 95% 78% 81% 90% 57% Coffee House 1% 0% 0% 0% 0% 0% 0% ! Dinner Theatre 7% 2% 2% 13% 9% 2% 3% Nightclub/Jazz Club 25% 0% 0% 1% 1% 1% 3% Clubs/Dinner Theatre 33% 2% 2% 14% 10% 3% 6% Church or Synagogue 2% 10% 0% 1% 2% 0% 3% Secondary School Facility 2% 3% 0% 2% 2% 3% 10% Museum or Arts Gallery 1% 0% 0% 0% 0% 0% 1% Library 0% 1% 0% 1% 0% 0% 1% Park or Open-Air Facility 20% 6% 2% 2% 2% 1% 12% i Town Hall/City Hall 0% 0% 0% 0% 0% 0% 1% YMCA, YWCA, YMHA, YWHA 0% 0% 0% 0% 0% 0% 1% Alternative Venues 25% 20% 3% 6% 7% 5% 28% Other 5% 4% 0% 1% 1% 2% 8% Don't Know 0% 0% 0% 1% 2% 1% 0% i Refused 0% 0% 0% 0% 0% 0% 0% TOTAL 100% 100% 100% 100% 100% 100% 100% HOW TO READ THIS TABLE: One quarter of all jazz attenders in the combined sample reported seeing their most recent jazz performance at a 'Nightclub/Jazz Club'. t- 5 2 * On m NO in CN CN| "NO" 2 N^ O 5# O tn u tu £ O C £ ° <# # N^ 1— N f2 tu •0 c tu ** On <3\ # fs if f§ F§ fS ^ * F5? f§ t§ ftS # fS # y °. oC O On . ^^i tn to 1 -O u to 1 c O — On 1 to JS 5 on O On oC ■* (S to to ^ tS NO t§ NO NO $ # E^ 1/1 r-i e# ^ #!«# N^ # <^ NO # S js \o 00 CO r~ rn < tn "" 1-1 NO O ■* 1 — 1 u to E ° «2 >S c " •— a 2 w c- + O n© i# £ t# J^ 00 * (R tS fN? £ * E# s# fS * {£ *£ if 2 (Nl NO t CO r- fS On tn tn " (N O 1-H (N (S 5 tu •5 1 s « 1 » s 3 « »^ _c JO p > I -° ^ "S s u u s o _c id CLi 'S i 1 S e u Wi .t: CO tN w < o\ m 1 O O ^ •" u-, 00 N^ CI N# N^ "NT {£ ■* en g N^ O t# O N— t tn g tn 1 O On ■—1 NO m tn NO NO 00 CN £ O # N^ ^ 9 tn 5 £ (N »n 00 O P« "NT «n tn in so tn g » t-a « .a H a a a it) 1 | -J u. lj a 5 | i c 5 a t/5 O <*> e2 tu a- ■-* •—* 8 c 3 1 G , »- OJ w s a ZV *Bnop3s m SO CM £ £ \o SO o £ CM £ £ s# CM CM CM o o s# o £ o TT Parti cen 4J < -2 £ H 3 -o sn ^ m CO CO CO s£ £ CO £ £ CM s^ CM £ • 2 a V i S3 U *m as " z Vd 'B3JV qSinqsuy so sO CM co CM <-> s^ CO £ fs( ^ Tt SO >n s# £ ■* £ £ £ £ o £ o rv. » § I o s I c is i o hrt CQ Q 5 a< 1 2 5"S 1 s a i a I 1 5; 1 c Q Q 5 I •a as K I E •c | Q Q s 60 1 SJ ssj 5 60 ■5 6 1 ! a o a 3 a 3 a > SJ 1 'C — * ssj i a <5 c i i 1 •5 's 00 a 1 tr 1 1 1 2 a, o 1 3 s Q 60 "c ■§ »-* "1 a -s ssj O & s» C S ■« c o 1 1 | Q •-* 1 8 1 & a, 3 a S u ssj E B SJ 1 c SJ a B Q ssj J^ O — *C u C3 QQ 1 >> ja Si CB C/5 3 s 1/9 75 B .o ^S es u o -J ■*■* IS iS "« s AGE 18 to 29 1251 1306 1479 778 49% 19% 8% 13% 11% 30 to 39 50% 26% 13% 8% 5% 40 to 59 50% 24% 7% 11% 7% 60 and Over 21% 26% 25% 25% 3% GENDER Male 2030 3010 57% 18% 7% 12% 7% Female 35% 26% 16% 16% 7% RACE White 3729 582 275 336 44% 24% 12% 14% 6% Black 46% 21% 9% 17% 8% i Hispanic 43% 21% 13% 10% 14% Other 51% 17% 15% 8% 8% i EDUCATION High School or Lower 1730 1472 1737 45% 20% 10% 19% 6% Some College 45% 24% 13% 12% 5% Bachelor's Degree or Higher 43% 25% 13% 11% 9% INCOME Less than $20,000 978 1940 941 266 31% 32% 15% 17% 5% $20,000-$49,999 47% 23% 10% 14% 6% $50,000-$99,999 52% 18% 9% 10% 10% $100,000 or More 63% 6% 7% 15% 8% MARITAL STATUS Married 2727 301 140 574 1203 44% 24% 15% 12% 6% Widowed 23% 29% 15% 28% 6% Separated 40% 40% 5% 12% 3% Divorced 49% 19% 10% 15% 7% Never Married 47% 20% 8% 15% 10% HOW TO READ THIS TABLE: Among all respondents aged 18-29, 19% as the primary reason for not attending more often, compared to 26% for all over age 59. cited prici responder ; factors ts saxrsTiv VD 'BSJV 3S0f UBS Tj 'Xiuno3 apBQ Tj 'Xjuno3 pJBMOjg VSW siqdppBiiqd TI *B3JV 0§BDiq3 VA\. 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U B _o 4) o u c "i C3 a 1 •S 3 O o "8 o > •a a ■3 c T 2 1 o c s o c i ■a ei C •a E a v. ^5 09 V a o c (/i k- n u u a o c 8 o ■3 5 Z H Dm ^ S: ^ IX, £ ^ H Oh on O B J fl A\0U>I J.UOQ £ £ £ £ £ £ £ £ £ £ £ ^ £ £ £ £ £ £ £ £ £ CM £ £ II ■* t -f en m u-1 m m in r- r~ oo ro r- CM CM en £ jeaddy pajaSjBX Aa y £ SO £ £ $ £ CM T— SO — © 00 < SupajfjBtnapx £ £ £ £ £ £ 5^ £ # £ £ £ £ £ £ £ £ £ £ £ £ £ £ u CO ^ is o o o o O O ^- o o o o o ,_ o o ^- ^- o ^ © © o o CQ IB * i I s 00 c a e jaXu/8urjrej\ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ W -5 a, a vO on so NO 00 £ £ £ £ r- vo o oo £ £ £ r- so t-* £ £ £ £ on v> \o iri £ £ £ £ £ «-i o cm r~ oo cm CM *—t »-« »— i »— i ■^^ »■« ,— rp r— *- 1 i— c »-i ft t— i >— i i— i •— i — cm m — r* b4 u a. > a. CO i D s s saAijBp^/spuauj * o 2 o o O ON 2 On 00 o CM £ £ ON £ o £ ON £ ON £ o £ £ 00 £ £ £ en £ CM a. u c 0) "B c u S o i£ & ipno^j jo piOM £ £ £ £ £ £ ^ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ 1) x) ^ "3 ~ a ^ £ oo t~ s3uizb8bi^ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ 1 ^ a ■ ■tf •f m Tt •* IT) m U1 CM ^M en t •* m en ■* en 00 >* ■* SO en m ii ? t& O in <2 N ^ OipBfl £ £ £ £ £ £ # ^ £ # £ £ £ £ £ £ £ £ £ £ £ £ £ s * a u o r» r~ »— * CM o ON O "* ON m NO 00 «-> m o IT) u-i © tt © CM ^* CM CM i— i CM 1-* CM CM ^1 »— h 1— H CM •—i CM CM CM CM i— ■ CM CM oo £■ o. a P; 2 !■ \m uoisuapx £ £ £ £ £ # & # J^ {^ ^ £ £ £ £ £ £ £ £ £ £ £ £ » c a so CM ON r- IT) IT) NO ei r- o ON r- CO CM oo o On CM NO t CM r- it CM CM CM CM CM (N CM CM CO m CM CM CM CM CM en CM CM CM ■* CM CM O .2 « °« > 3 « u s ii a) 2 41 -° 1 sjsdedsM?^ £ £ £ £ £ £ £ # £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ "* *t 00 en CM CM NO o <*N NO NO m o Tf © CM en CM 1—4 r- r~ *—H CM m r- no r- 00 r- r- r- 00 NO t 1/-) NO CO 00 NO 00 00 00 00 NO iri CO *o ^ * 8 C -" S 1 3 :■ ^ a) 00 P £ g ^C 1m 2 O 2 Pi 3 III ^> -8 5 s ^ ON On On o Q S» 3 j 1 * e Q 1 t*3 on CM o 00 en o o en On l/N. o o o •a o 1 U 2 B U- 8 2 B 2 i 03 § Q. X O 1 o 1 u CO oc it 00 _a> "3 U u E o CO oo u a _o 1) .a 3 CO ! o* CM I ,2 ON ON 6 s o CM &0 On On On *? 6 O O o m to o © o © 8 2 3 ? 2 T3 0) o ■o I a. o CO T3 V o l- o > 5 •o V 1- il Z 11 1 ^ .€ r2 o 5 o a £ z 1 SAMPLE DEMOGRAPHICS BY SITE 12 Local Surveys of Public Participation in the Arts (Unweighted Sample Data) Table 7(a) Raw Data < a. « a < SP 2 CO 1 w CO 00 O > GO (9 -J o c u as 09 Bj N eo •a « > u Z ■a 3 N < co" e o •o , e 3 O U u ■a Q < U a 1 u GO o 1— » c CO C/5 35 < HOUSEHOLD SIZE Mean # of Adults (18+) 2.32 2.32 2.24 2.13 2.07 2.17 2.16 2.42 2.44 2.32 2.5 2.48 2.31 AGE 18 to 29 22% 25% 27% 23% 5% 24% 30% 31% 34% 25% 29% 33% 26% 27% 31% 16% 38 30 to 39 31% 30% 29% 30% 14% 26% 28% 27% 29% 26% 28% 26% 40 to 59 29% 30% 31% 35% 37% 34% 32% 29% 24% 31% 28% 32% 60 and Over 19% 15% 13% 12% 44% 16% 10% 13% 13% 19% 15% 9% Median Age 39 37 38 39 56 40 36 36 35 39 37 36 GENDER Male 36% 42% 43% 44% 31% 37% 40% 43% 40% 39% 42% 45% 40% 60% Female 64% 58% 57% 56% 69% 63% 60% 57% 60% 61% 58% 55% RACE White 88% 79% 89% 89% 95% 79% 84% 75% 55% 78% 38% 71% 76% 12% 6% 7% Black 9% 10% 2% 0% 1% 18% 5% 15% 40% 11% 16% 3% Hispanic 0% 5% 4% 4% 1% 1% 3% 4% 2% 6% 26% 14% Other 4% 7% 6% 6% 4% 2% 8% 6% 4% 5% 21% 12% EDUCATION High School or Lower 42% 40% 36% 45% 21% 38% 26% 34% 40% 30% 39% 26% 35% 30% 35% Some College 25% 31% 34% 35% 32% 26% 27% 27% 28% 32% 29% 33% Bachelor's Degree or Higher 33% 30% 30% 20% 47% 35% 46% 39% 31% 39% 32% 42% INCOME Less than $20,000 35% 21% 23% 21% 24% 20% 18% 23% 30% 17% 33% 15% 24% 47% 23% 6% $20,000-549,999 42% 50% 51% 51% 52% 49% 46% 43% 48% 53% 44% 38% $50,000-$99,999 19% 21% 21% 25% 17% 27% 27% 25% 19% 23% 17% 36% $100,000 or More 5% 9% 5% 3% 7% 4% 9% 10% 3% 6% 7% 12% MARITAL STATUS Married 52% 53% 52% 65% 68% 65% 57% 54% 42% 57% 51% 54% 55% 6% 3% 12% 24% Widowed 9% 5% 7% 6% 9% 3% 5% 5% 8% 7% 7% 2% Separated 2% 3% 3% 2% 2% 4% 1% 2% 5% 3% 2% 3% Divorced 9% 16% 15% 16% 10% 8% 11% 12% 11% 12% 10% 11% Never Married 27% 23% 23% 12% 12% 20% 26% 27% 35% 21% 30% 30% HOW TO READ THIS TABLE: NOTE: This table shows UNWE Sedona (GHTED responde , "raw" d nts have ata. Min the highe ority pop st medial illations \ l age (56 vere inte )ofthel rationally 2 sites. ( oversam )nly 5% pled in sc fall into t >me sites. he '18 to 29' age g roup. 1 SAMPLE DEMOGRAPHICS BY SITE 12 Local Surveys of Public Participation in the Arts (Weighted Sample Data) 1 Table 7(b) Weighted Data < a, co" < 00 3 x> co £ co CO oo > CO « -J o e o 0* & N a ■a CO > o Z "3 3 04 5 CO c o •a u 00 U z i o •a op c o CO c < c 3 © u eo c CO o d CO* 3 o 00 3 2 U < oo s CO 2 a. "u ■a CO a. c 3 O U ■B CO !S o m >, c 3 O U CJ •a CO a < U co" 22 < a CO O »-* C CO O0 35 j -J < ^HOUSEHOLD SIZE Mean* of Adults (18+) 3.15 4.02 3.45 2.68 5.57 2.85 4.48 4.02 5.71 5.27 5.36 5.68 4.69 AGE §18 to 29 21% 22% 25% 22% 31% 24% 25% 26% 24% 18% 19% 28% 24% 22% 31% 23% 43 1 30 to 39 24% 27% 24% 24% 28% 22% 23% 21% 23% 16% 21% 24% 40 to 59 26% 30% 30% 32% 28% 32% 31% 33% 28% 29% 34% 32% ■ 60 and Over 29% 21% 21% 22% 14% 23% 21% 21% 25% 36% 26% 16% I Median Age 44 41 41 43 37 42 40 43 43 52 45 40 GENDER Male 46% 50% 50% 53% 46% 46% 49% 47% 46% 47% 46% 49% 47% 53% Female 54% 50% 50% 47% 54% 54% 51% 53% 54% 53% 54% 51% |ft.4CE I White 86% 78% 84% 82% 91% 77% 87% 72% 79% 87% 47% 67% 75% 13% 5% 7% Black 9% 7% 2% 1% 2% 20% 4% 15% 16% 8% 17% 4% 1 Hispanic 1% 7% 7% 10% 3% 0% 1% 5% 1% 2% 17% 18% ■Other 3% 8% 7% 8% 4% 3% 9% 8% 3% 3% 19% 12% EDUCATION High School or Lower 47% 44% 42% 47% 37% 46% 32% 40% 39% 31% 40% 27% 39% 28% 34% |Some College 25% 29% 31% 34% 28% 25% 28% 27% 27% 31% 30% 30% Bachelor's Degree or Higher 28% 27% 27% 19% 35% 28% 41% 33% 35% 38% 30% 43% INCOME Less than $20,000 37% 30% 32% 34% 36% 30% 26% 31% 29% 28% 37% 14% 30% 44% 21% 6% |$20,000-$49,999 43% 52% 50% 49% 46% 47% 47% 41% 46% 48% 42% 35% 1 $50,000-599,999 17% 15% 14% 15% 13% 20% 21% 22% 20% 20% 16% 37% $100,000 or More 3% 4% 3% 2% 4% 3% 6% 6% 5% 4% 5% 14% MARITAL STATUS Married 56% 55% 53% 63% 56% 66% 58% 54% 52% 64% 56% 59% 55% 8% 3% 10% 25% Widowed 10% 6% 9% 7% 2% 4% 7% 7% 9% 9% 9% 2% Separated 2% 2% 3% 2% 1% 3% 1% 2% 5% 2% 2% 3% iDivorced 7% 14% 13% 16% 12% 6% 10% 12% 8% 10% 9% 11% |Never Married 26% 24% 22% L 11% 30% 21% 24% 25% 27% 15% 24% 26% 1 HOW TO READ THIS TABLE: San Jose respondents reported the highest education levels among the 12 sites. A total of 43% earned a Bachelor's degree or higher. n EDUCATION LEVELS: SAMPLE DATA VS. 1990 CENSUS 12 Local Surveys of Public Participation in the Arts National Endowment for the Arts Table 8 Highest Education Level Achieved High School or lower Some College Bachelor's Degree or higher Pittsburgh Area, PA Unweighted Sample Data (A) 42% 24% 33% 1990 Census Data (B) 57% 21% 23% Variance (A - B) -15% 3% 70% Las Vegas, NV Unweighted Sample Data (A) 44% 29% 26% 1990 Census Data (B) 55% 31% 14% Variance (A - B) -11% -2% 72% Reno,NV Unweighted Sample Data (A) 35% 33% 30% 1990 Census Data (B) 46% 34% 20% Variance (A - B) -11% -7% 70% Rural Nevada ZIPs Unweighted Sample Data (A) 44% 35% 21% 1990 Census Data (B) 52% 33% 15% Variance (A - B) -8% 2% 6% Sedona, AZ Unweighted Sample Data (A) 20% 31% 45% 1990 Census Data (B) 43% 32% 25% Variance (A - B) -23% -7% 20% Winston-Salem, NC Unweighted Sample Data (A) 38% 26% 35% 1990 Census Data (B) 51% 24% 24% Variance (A - B) -13% 2% 77% Seattle/King County, WA Unweighted Sample Data (A) 25% 27% 46% 1990 Census Data (B) 35% 33% 33% Variance (A - B) -10% -6% 73% Chicago Area, IL Unweighted Sample Data (A) 33% 27% 38% 1990 Census Data (B) 50% 26% 25% Variance (A - B) -17% 7% 73% Philadelphia MSA Unweighted Sample Data (A) 41% 28% 31% 1990 Census Data (B) 57% 20% 23% Variance (A - B) -76% 8% 8% Broward County, FL Unweighted Sample Data (A) 29% 31% 37% 1990 Census Data (B) 55% 26% 19% Variance (A - B) -26% 5% 18% Dade County, FL Unweighted Sample Data (A) 37% 29% 31% 1990 Census Data (B) 58% 23% 19% Variance (A - B) -21% 6% 72% Santa Clara County, CA Unweighted Sample Data (A) 25% 32% 40% 1990 Census Data (B) 37% 31% 33% Variance [A - BJ -72% 7% 7% ALL SITES COMBINED Unweighted Sample Data 35% 30% 35% Weighted Sample Data 38% 28% 34% 1990 Census Data (12 Sites Combined) 51% 25% 24% Variance from Unweighted Sample Data -16% 5% 11% Variance from Weighted Sample Data -13% 3% 10% o s VO o in r-» CO CM VO in saxis tiv r-- oo CO "3- t-» O VO VO oo CM CM '"" ' CM CM T— 1 CM CM CM CM o C D. in Tf CM oo CO in in r- On CM VD '3SOf UBS ■ o CU c o VSW ^iqdppBimj vO O m CO 1-- ON CO 5 CM o m *-* On r- cm CM hH "■ CM CM CM CM CM CM «5 CS «■> CO d. s analysis. 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Th over w time tions CQ On c < 3.95 erva "S on n- 22 <*-■ > •3 5c ° O Tabl I o 'c« 3 s o c/3 C/3 u s Q CO TIMES NO 2 A classical music YES 1 => TIMES performance? NO 2 An opera? YES 1 => TIMES NO 2 A musical stage play YES 1 =» TIMES or operetta? NO 2 A nonmusical stage play? YES 1 ■» TIMES NO 2 A dance performance, such as YES 1 =» TIMES ballet, modern, folk, or tap? NO 2 A program about artists, art YES 1 => r __ TIMES works, or art museums? NO 2 1 5. During the past 1 2 months, did you listen to any of the following types of performances on the radio, on records, tapes, or compact discs? Type of Performance Jazz? YES 1 NO ..... 2 Classical music? YES 1 NO 2 Opera music? YES 1 NO 2 A musical stage play YES 1 or an operetta? NO 2 A nonmusical stage play? YES 1 NO . 2 16. (During the last 12 months), have you gone out to a movie theater to see a movie? (Do not include movies you have watched on a VCR or at some other place other than a movie theater.) YES NO 1 2 17. I'm going to read to you a list of arts events that some people like to attend. If you could go to any of these events as often as you wanted, which ones would you go to more often than you do now? I'll read the list. Go to ... YES NO Jazz music performances Classical music performances Operas Musical plays or operettas Non-musical plays Ballet performances Dance performances other than ballet Exhibits at art museums or galleries . 2 2 2 2 2 2 2 2 IF ONLY ONE IS CHOSEN, SKIP TO NEXT ITEM. IF MORE THAN ONE IS CHOSEN, ASK A: A. Which of these would you like to do most? I've just mentioned many different types of arts activities. 18. In general, would you like to attend cultural and artistic events more often than you have in the past 1 2 months? YES (ASK A) 1 NO (GOTOQ.19) 2 10 A. What are the reasons that you did not attend these types of events (more often)? PROBE: Are there other reasons? RECORD VERBATIM AND CODE AT END OF INTERVIEW. B. How about (ITEM)? IF NEEDED: Was this a reason you did not attend arts events (more often)? READ ITEM ONLY IF NOT MENTIONED IN "A". 1 . Was the cost of tickets a reason you did not attend Yes . 1 more often? No . . 2 2. The distance or travel time to events or inconvenient Yes . 1 location of events? No . . 2 3. The quality of the performances? Yes . 1 No . . 2 4. Lack of transportation or parking problems? Yes . 1 No . . 2 5. Not having enough time to attend? Yes . 1 No . . 2 6. Safety or fear of crime in the area where an event Yes . 1 was held? No . . 2 C. IF MORE THAN ONE REASON: Of the reasons you just mentioned, which is the most important? 19. In general, how important is it to you to be able to attend or to take part in arts activities and events? Would you say it is... very important, 1 somewhat important, 2 not at all important? 3 / 11 20. In your opinion, how important is it to offer activities such as music, dance, theater, and art in the schools? Would you say that it is... very important, 1 somewhat important, 2 not at all important? 3 21 . How do you learn or find out about arts events in your community? CIRCLE ALL THAT APPLY. PROBE: In what other ways do you find out about events? NEWSPAPER(S) (ASK A-D) 1 WORD OF MOUTH 2 FRIENDS, RELATIVES, OTHER INDIVIDUALS 3 MAILED ANNOUNCEMENT, FLYER, BROCHURE 4 POSTERS/NOTICES IN PUBLIC AREAS 5 TELEVISION (ASK E,F) 6 RADIO (ASK G) 7 MAGAZINE (ASK H) 8 SCHOOL NOTICES 9 TELEMARKETINGH"ELEPHONE SOLICITATION 10 OTHER (SPECIFY) 11 NONE/DO NOT GET INFORMATION ABOUT ARTS EVENTS (GO TO Q.22) 00 A. Which newspaper(s)? B. In general, how many days each week do you read a newspaper? DAYS/WEEK C. Do you usually read the Sunday paper? YES 1 NO 2 D. Which of the following sections do you read regularly ? (CIRCLE ALL THAT APPLY) YES NO The front or "A" section . Local news section Business Sports Living / entertainment/arts Neighbors 2 2 2 2 2 2 12 E. Was that on cable TV, network TV, or both? CABLE 1 NETWORK . 2 BOTH 3 F. Which, if any, local news programs do you watch? NONE 00 G. Which radio station? H. Which magazine(s)? 22. In general, how would you rate the availability and adequacy of information about arts events in your area? Would you say that it is ... excellent, 1 good, 2 fair, or 3 poor? 4 13 ^ 0ll/l5-fiovi5 p*^- Wlr*. />o*^ <^>&^ f>T o.l( fjUpCKdjUAl 9 1. What arts and cultural organizations are you familiar with or have you heard of in the South Florida area? These can be either large organizations, festivals, smaller or ethnic cultural groups, etc. INTERVIEWER: RECORD VERBATIM RESPONSES. PROBE: What other arts groups or organizations? 2. Who most often selects the arts events you attend? (PROBE FOR ONE ANSWER.) RESPONDENT 1 SPOUSE/PARTNER 2 OTHER FAMILY MEMBER 3 FRIEND(S) 4 JOINT DECISION OF THOSE INVOLVED 5 NO CONSISTENT PATTERN 6 OTHER (SPECIFY) 7 NOT APPLICABLE-RESPONDENT DOES NOT ATTEND ARTS EVENTS 8 3. Do you think that this area offers a reasonably good number of arts-related activities that reflect the cultures of different ethnic groups? YES 1 NO 2 4. Are you interested in attending arts-related activities that reflect the cultures of different ethnic groups? YES 1 NO 2 ASK ONLY IF PARTICIPATED IN AT LEAST ONE ART FORM (FROM QS. 1-7): In the past twelve months, have you been a subscription ticket holder for any performing arts organization? YES 1 NO 2 A. Do you think that a "sampler" ticket package that allows you to choose several different types of events is a good idea? YES 1 NO 2 14 DEMOGRAPHIC ITEMS These next questions are for background purposes. 1 . Do you live in Florida year-round or for part of the year? f?L