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:
Upcoming
Research Symposium
Join Stone-Olafson, Rozsa Foundation, Mass Culture, and invited panelists as we wrap up the two-year Alberta research project with the Spotlight on Arts Audiences Research Symposium.
Monday, November 24
9:30 am to 4:00 pm
The full-day symposium at cSPACE in Marda Loop will:
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dig into the final 6th Wave of research on Alberta arts audiences;
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explore trends and themes that emerged over the project, including retention strategies, breaking through the noise to reach new audiences, and navigating the new cultural experience landscape;
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teach you how to use your own research to ask the right questions and get results you can use;
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examine how national arts data can supplement your research to create powerful narratives;
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hear from industry experts outside the arts who specialize in retention and loyalty;
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unpack how audiences themselves describe the essential value of the arts in Calgary and Alberta.
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Lunch will be provided, along with ample time for networking and conversation.
Given the limited space, and to minimize no-shows, we are charging $20 per participant. However, we do not want this fee to be a barrier, and if you need assistance or an exception, please contact Lisa.
For those unable to attend, the results and presentation from Stone-Olafson will be added to our website (rozsafoundation.com/spotlightonartsaudiences) in early December. We will also be planning a second research symposium to take place in Edmonton in the new year, and will release more information and an invitation in early 2026.
Questions? Please reach out to Lisa Mackay with any questions or concerns. To register, please follow the link below to Eventbrite.
Research Wave 5
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. Because there were few differences in the responses, the report and presentation are for the entire province.
Key topic areas for Wave 5:
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Understanding the motivations and considerations of the Passive arts audience
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The pre-conceived ideas this audience holds about arts events
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Barriers to their increased attendance
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Preferences in advertising and marketing messages
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)
Research Wave 2
The results from the first wave of research include:
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Exploring arts audiences' engagement and general perceptions
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Understanding audiences’ preferences for content, programming, and ticket purchasing
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Understanding opportunities for increasing support and engagement through fund development