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SPOTLIGHT ON ARTS AUDIENCES

Alberta continues to be at a crossroads brought by a pandemic that has changed public life and reshaped our economy. This is especially true in the Arts & Culture sector which continues to experience a decline in engagement with events and activities. With this in mind, we contracted research firm Stone-Olafson to conduct in-depth research on the current engagement of arts audiences in the province. Alberta Foundation for the Arts, Calgary Arts Development, Calgary Foundation, Edmonton Arts Council, and Edmonton Community Foundation have all stepped forward to help fund this project.

This work was developed for this sector exclusively, and funded by arts-supporting foundations in Calgary and Edmonton. It builds upon research that began in 2020 but is designed to provide specific, relevant and reliable facts to support the leaders in the arts and culture sector as they build relevance and grow attendance. The project is two years long and will have six waves of in-field research and results.

Funding Partners:

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Research Wave 5
- Register now!

Join us for the fifth and second-last report to the community on the Spotlight on Arts Audiences research project. Building on previous waves, this wave utilized six focus groups to delve deeper into the "Passive" audience - individuals who occasionally attend arts events but aren't regular audience members. This group could unlock new audience numbers if arts organizations could entice them to attend even one more time per year.

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Key topic areas for Wave 5:

  • Understanding the motivations and considerations of the Passive arts audience

  • The pre-conceived ideas this audience holds about arts events

  • Barriers to their increased attendance

  • Preferences in advertising and marketing messages

 

Please register only if you plan on attending (for accurate catering numbers!).

 

Click event below to RSVP:

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Research Wave 4

The fourth wave of research focuses on:

• General interest in the arts/current levels of arts participation
• Updated understanding of the consumer mindset
• How well consumers' expectations are being met in the arts
• Marketing methods to inspire potential audiences (mid-funnel marketing)

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Research Wave 3

The third wave of research focuses on:

  • How Albertans think about arts education,

  • How they think about spending habits, and

  • How they approach decision-making.​​

Research Wave 2

The results from the first wave of research include:​

  • Exploring arts audiences' engagement and general perceptions

  • Understanding audiences’ preferences for content, programming, and ticket purchasing

  • Understanding opportunities for increasing support and engagement through fund development

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Research Wave 1

The results from the first wave of research include:

• Current audience behaviours, habits, and patterns

• Current attitudes and perceptions towards the arts

• Barriers to engagement and support

• Programming and communication preferences

• Perceptions of value in a tight economy

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