1.-2. November 2017Dansens Hus–NPU Conference 2017 meets Arts and Audiences–

(1)

1.-2. November 2017 Dansens Hus

– NPU Conference 2017 meets Arts

and Audiences –

(2)

NPU Conference 2017 meets Arts and Audiences

–

t: @audiencesNorway #kultureltansvar

#youngaudiences #ungtpublikum #artsaud17

RECAP AND INTODUCTI

ON

Niels Righolt CEO

Center for Arts & Interculture Ingrid E. Handeland

Director

NPU Norsk publikumsutvikling / Audiences Norway

November 2 –

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CAMRARA

LUNDESTAD   JOOF

–

MODERATOR OF THE DAY

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–

t: @audiencesNorway #kultureltansvar

#youngaudiences #ungtpublikum #artsaud17

BUILDING

MILLENNIAL AUDIENCES

Alan Brown Principal WolfBrown November 2

–

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©WolfBrown 2017 5

Building

Millennial

Audiences:

Barriers and Opportuniti

es

(6)

©WolfBrown 2017 6

Welcome

• What does research say about Millennials and the arts?

• Strategies for building demand

• Focus on experimentation with format

• Product level branding

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What does research say about

Millennials and the arts?

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©WolfBrown 2017 8

Key Barriers across Numerous Studies

• Cost of tickets / Cost of entire evening

• Lack of social context (e.g., “no one to go with”)

• Busy with other things (lack of relevance)

• Not familiar or aware of arts org. (i.e., lack of brand affiliation)

• Doesn’t fit schedule (too big a commitment)

• Don’t like type of performance or programs (lack of relevance)

• Too far away/hard to get to (lack of relevance)

(9)

Key Opportunities

• Make programs more relevant

• Offer brand affiliation opportunities

• Support and encourage social connections

• Reduce price point

(10)

©WolfBrown 2017 10

Strategies for Building

Demand

(11)

Strategies for Building Demand

• Experimentation with setting

• Experimentation with format

• Audience engagement strategies (e.g.,

demystification and other “wrap-around”

content/engagement)

• Active participation strategies

• Community engagement and co-creation

• New approaches to curating (e.g., diversifying artistic decision-making)

• Accessing demand across disciplines

(12)

©WolfBrown 2017 12

Strategies for Building Demand

• Experimentation with setting

• Experimentation with format

• Audience engagement strategies (e.g.,

demystification and other “wrap-around”

content/engagement)

• Active participation strategies

• Community engagement and co-creation

• New approaches to curating (e.g., diversifying artistic decision-making)

• Accessing demand across disciplines

• Leveraging media to reach new audiences

(13)

Strategy:  

 

Experimentation with format

(14)

©WolfBrown 2017 14

Context for this Format Diversification

• Fragmentation and diffusion of public tastes in art

• Increased difficulty serving all audience segments with one product/experience

• Pressure on arts groups to differentiate products in order to serve different

audience segments

• Increased demand for alternative kinds of

arts experiences

(15)

Types of “Alternative” Formats

• Introductory formats

• Educational formats

• Social formats

• Late night formats

• Collage or continuous formats

• Interdisciplinary and cross-genre formats

• Temporary or pop-up formats

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©WolfBrown 2017 16

Introductory formats

(17)

New World Symphony: Mini-Concert

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©WolfBrown 2017 18

Phoenix Symphony: Season Sampler

Mini-Concerts (free)

(19)

Orquestra y Coro Nacionales de España

(20)

©WolfBrown 2017 20

San Francisco Opera at AT&T Ballpark

(21)

Social formats

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©WolfBrown 2017 22

Glyndebourne

(23)

Dallas Symphony’s “ReMix” Format

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©WolfBrown 2017 24

Kansas City Symphony: Classics Uncorked

(25)

(26)

©WolfBrown 2017 26

Tuesday night at the ballet

• 8:30 p.m. curtain time

• Mixed rep program

• House opens at 7:30 with lots of educational activities (and bars)

• $29 “general admission” ticket price

• Emcee James Buckhouse (Twitter)

• Marketed through social media and

micro-site

(27)

Lighting, video installations

Decor

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©WolfBrown 2017 28 All About Tutus (and Tiaras ☺ )

Educational Pop-Ups

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Basement, War Memorial Opera House

After Party

(30)

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Late night formats

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“Untitled”

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New World Symphony: Pulse

(34)

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Product Level Branding

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Branded Experiences in the

Entertainment Marketplace

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Arts organizations are beginning to understand programming as a

portfolio of branded “experiences”

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http://fringearts.com/programs/scratch-night/

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What is happening here?

• Why would you brand a product versus just give it a clever name?

• When would you integrate a product branding with the institution’s brand?

• When would you “counter brand” a product (e.g., Sensorium, SoundBox)?

• How different or distinct must the experience be in order for the brand “carry water?”

- Does the experience of attending fulfill the brand

(58)

Emerging conceptualization of programming as a neural network

(59)

1.-2. November 2017Dansens Hus–NPU Conference 2017 meets Arts and Audiences–

RECAP AND INTODUCTI

ON

CAMRARA

LUNDESTAD JOOF

BUILDING

MILLENNIAL AUDIENCES

Building

Millennial

Audiences:

Barriers and Opportuniti

es

Welcome

• What does research say about Millennials and the arts?

• Strategies for building demand

• Focus on experimentation with format

• Product level branding

What does research say about

Millennials and the arts?

Key Barriers across Numerous Studies

Key Opportunities

• Make programs more relevant

• Offer brand affiliation opportunities

• Support and encourage social connections

• Reduce price point

Strategies for Building

Demand

Strategies for Building Demand

Strategies for Building Demand

Strategy:

Experimentation with format

Context for this Format Diversification

• Fragmentation and diffusion of public tastes in art

• Increased difficulty serving all audience segments with one product/experience

• Pressure on arts groups to differentiate products in order to serve different

audience segments

• Increased demand for alternative kinds of

arts experiences

Types of “Alternative” Formats

• Introductory formats

• Educational formats

• Social formats

• Late night formats

• Collage or continuous formats

• Interdisciplinary and cross-genre formats

• Temporary or pop-up formats

Introductory formats

New World Symphony: Mini-Concert

Phoenix Symphony: Season Sampler

Mini-Concerts (free)

Orquestra y Coro Nacionales de España

San Francisco Opera at AT&T Ballpark

Social formats

Glyndebourne

Dallas Symphony’s “ReMix” Format

Kansas City Symphony: Classics Uncorked

Tuesday night at the ballet

• 8:30 p.m. curtain time

• Mixed rep program

• House opens at 7:30 with lots of educational activities (and bars)

• $29 “general admission” ticket price

• Emcee James Buckhouse (Twitter)

• Marketed through social media and

micro-site

Decor

Educational Pop-Ups

After Party

Late night formats

“Untitled”

New World Symphony: Pulse

Product Level Branding

Branded Experiences in the

Entertainment Marketplace

Arts organizations are beginning to understand programming as a

portfolio of branded “experiences”

What is happening here?

• Why would you brand a product versus just give it a clever name?

• When would you integrate a product branding with the institution’s brand?

• When would you “counter brand” a product (e.g., Sensorium, SoundBox)?

• How different or distinct must the experience be in order for the brand “carry water?”

LUNDESTAD   JOOF

Strategy:  