LA STAGE ARTS CENSUS UNDERSTANDING ARTS AUDIENCES

LA STAGE ARTS CENSUS UNDERSTANDING ARTS AUDIENCES

From Big List /List-Trades to Arts Census

LA “Big List” model 2001 -2009: List-trades only Pay to play Pay to extract

LA Big List 2001 -2009: 92 total participating orgs in 9 years Average of 28 per year Highest number of net households in list: 350 K High churn rate

List requests by phone only All names uploaded once a year List pulls at any time - no permission necessary Cost prohibitive Model was a barrier for key theaters

2008 Market Segmentation study Test case for new research model: 99 organizations participated 1. 1 million unique households Over 75% of names appeared on one list

Partnerships with funders and municipal agencies: Los Angeles County Arts Commission California Community Foundation Center for Cultural Innovation/ Southern California Dance Futures Fund Santa Monica, Pasadena, Long Beach, Culver City, Los Angeles, Orange County, Ventura, Riverside, West Hollywood

Arts Census USPS National Statistics: 9. 7 Billion pieces are not delivered annually 18%-20% of US Households move annually Free Quarterly National Change of Address

Permission-based online system Makes list trading more efficient 24/7 access to research and functionality Lists selected from other organizations require approval before trading Automated system e-mails trade requests to list owners and approval is a couple of button clicks away

List owner controls: Opt-in list trading by segment or household Who gets their lists, What lists they get, When they get the lists

Cross Tabulation by Genre

Cross Tabulation by Org

Demographic & Psychographic Attributes Over 200 to choose from: Age Buying Habits Children Education Ethnicity Income Marital Status Net Worth

Household Population By State 100, 000 – 2, 000 10, 000 – 99, 999 1, 000 – 9, 999 100 - 999

Household Population By County 1. 3 million 1, 200 1

Patron SCF Maps & Org Locations Census Orgs 400, 000 200, 000 0

Patron Penetration by Zip Code

2011 Arts Census Metrics # of Organizations 100+ Total File Size 2. 9 Million Multi-buyer Households 20% (2+ Org) Available for Trade Lists Created Exchange Requests Trade Approval Rate Names Approved 70% 243 343 71% 8. 5 Million

# of Organizations Total File Size Available for Trade 2011 Arts Census 100+ 2, 900, 000 1, 820, 000 2008 Big List 35 350, 000 Increased by 500% households available for trade

Arts Census Saves organizations time and money Engages funders and municipal partners Facilitates more trading through permission-based system Provides community-wide research Strengthens case for advocacy

LA STAGE ARTS CENSUS UNDERSTANDING ARTS AUDIENCES