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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 


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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  Sampling  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) 

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§ 

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 
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a 

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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% 

Highlights  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'. 


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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. 

Relationships  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 

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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 

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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  & 

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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 

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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. 


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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. 

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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. 


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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. 


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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. 


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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. 


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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. 

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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 


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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. 


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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 

0 

0 

0 

0 

1 

1950 

h>er  2501 

3 

8569 

N/A 

N/A 

0 

0 

0 

0 

3 

8569     ! 

'otal  Seat  Count  by  Type 

31 

19915 

0 

0 

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  Venues  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  Vegas 

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% 

3Where  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 

0 

0 

1 

600 

2 

1150 

5 

2930 

851  - 1500 

0 

0 

0 

0 

0 

0 

2 

2900 

2 

2900 

1501  -  2500 

1 

2000 

0 

0 

1 

2200 

0 

0 

2 

4200 

Over  2501 

1 

7500 

0 

0 

1 

18000 

0 

0 

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  Venues  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 

0 

0 

1 

500 

1 

615 

3 

1500 

5 

2615 

851  - 1500 

1 

1428 

0 

0 

0 

0 

1 

1500 

2 

2928 

1501  -  2500 

2 

4000 

0 

0 

0 

0 

0 

0 

2 

4000 

Over  2501 

1 

5000 

0 

0 

0 

0 

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  Types  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 

0 

0 

20 

10120 

28 

14660 

851  - 1500 

1 

924 

0 

0 

0 

0 

3 

3800 

4 

4724 

1501  -  2500 

0 

0 

0 

0 

0 

0 

1 

2500 

1 

2500 

Over  2501 

0 

0 

0 

0 

0 

0 

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 

0 

0 

Over  2501 

1 

5000 

1 

5000 

Total  Seat  Count  by  Type 

1 

170 

7 

540 

0 

0 

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  Participation  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  Metropolitan  Chicago 

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 

0 

0 

N/A 

N/A 

N/A 

N/A 

1 

1052 

1501  -  2500 

1 

1668 

0 

0 

1 

2300 

N/A 

N/A 

2 

3968 

Over  2501 

1 

2929 

0 

0 

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 

0 

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  Venues  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  County  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  Clara  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 

0 

0 

1 

1081 

2 

2160 

4 

4241 

1501  -  2500 

0 

0 

0 

0 

1 

1722 

2 

4000 

3 

5722 

Over  2501 

3 

8187 

0 

0 

2 

13500 

1 

20000 

6 

41687 

Total  Seat  Count  by  Type 

21 

13600 

0 

0 

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  Types  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 

<u 

In 

■a 

■3 

CQ 

O 

Percent  Also  Attending.. 


HOW  TO  READ  THIS  TABLE:  Among  'Opera'  participators,  25%  also  attended  'Ballet'. 


•     Interest  in  dance  does  not  necessarily  cross  from  one  genre  to  another:  Only  24%  of 
'Ballet'  attenders  also  reported  attending  'Other  Dance',  while  even  fewer  'Other  Dance' 
attenders  also  attended  'Ballet'  (16%). 


'For  an  analysis  of  overlapping  audiences  from  the  1982  SPPA,  consult  the  University  of 
Maryland's'report  Public  Participation  in  the  Arts:  Final  Report  on  the  1982  Survey,  pages 
204-211. 


71 


12  Local  Surveys  of  Arts  Participation m^ Summary  Report 

•  While  55%  of  'Opera'  attenders  also  attended  'Classical  Music',  the  reverse  is  less 
common.  Only  19%  of  'Classical  Music'  attenders  also  attended  'Opera'. 

•  'Musicals'  and  'Plays'  seem  to  have  the  strongest  "mutual  attraction"  of  audiences; 
crossover  from  'Musicals'  to  "Plays'  was  41%,  while  crossover  from  'Plays'  to  'Musicals' 
was  57%. 

•  Generally,  performing  arts  attenders  are  very  likely  to  also  attend  'Art  Museums/ 
Galleries,'  with  crossover  rates  ranging  from  62%  ('Musicals')  to  80%  ('Opera').  In 
contrast,  'Art  Museums/Galleries'  attenders  are  much  less  likely  to  cross  over  to  the 
performing  arts  disciplines,  with  crossover  rates  ranging  from  just  12%  for  'Ballet'  and 
'Opera'  to  34%  for  'Classical  Music'  attenders 

A  similar  analysis  can  be  conducted  with  data  from  each  site.  For  the  arts  manager,  results 
from  this  analysis  might  be  useful  in  assessing  the  potential  impact  of  marketing  efforts  to 
attenders  of  various  disciplines. 

C.        Frequency  of  Participation  Data 

Participators  in  each  discipline  were  asked  how  many  times  they  had  attended  performances 
of  that  discipline  over  the  past  year.  The  resulting  data  (referred  to  as  "frequency  of 
participation")  was  compiled  for  each  site,  and  presented  in  tabular  format  in  each  site 
discussion.  For  example,  the  popularity  of  visual  arts  activities  in  Sedona,  AZ  is  evidenced 
not  only  by  a  high  participation  rate  for  'Museums/Galleries'  (77%),  but  also  by  the  fact  that 
those  who  did  visit  museums/galleries  did  so  more  frequently  (6.34  times  over  the  past  year, 
on  average)  than  their  counterparts  in  other  cities  (3.45  times  for  all  sites  combined). 

Usually,  the  distribution  of  data  for  frequency  of  participation  in  any  discipline  was  skewed 
by  several  very  high  observations.  In  other  words,  someone  inevitably  reported  attending 
('Opera',  for  example)  20, 30,  or  even  50  or  more  times,  while  almost  everyone  else  went 
only  once  or  twice.  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.  Typically,  this  procedure 
only  eliminated  several  observations. 

The  vast  majority  of  participators  attended  any  given  discipline  only  several  times,  at  a 
steeply  declining  rate: 

•  38%  of  all  participators  attended  a  given  discipline  only  once 

•  Another  37%  of  participators  attended  two  or  three  times 

•  Another  17%  attended  between  four  and  six  times 

These  data  become  more  interesting  as  frequency  numbers  rise  above  6.  Instead  of 
continuing  to  decline  at  a  steady  rate,  the  data  begin  to  cluster  at  certain  numbers,  including 
10, 12,  15,  20, 24,  25,  and  52  -  numbers  which  are  multiples  of  5  and  10,  or  calendar  units 
(12  =  once  a  month,  24  =  twice  a  month,  52  =  once  a  week).  To  generalize,  it  appears  that 
frequency  of  participation  figures  change  from  actual  to  estimated  somewhere  around  the 
number  6. 


-72 


12  Local  Surveys  of  Arts  Participation 


Summary  Report 


Demographics  of  the  Most  Frequent  Attenders 

Respondents  were  categorized  into  five  mutually-exclusive  groups  based  on  the  highest 
number  of  times  they  had  attended  any  one  of  the  8  "core"  disciplines  (7  performing  arts 
disciplines  plus  'Art  Museums/Galleries'): 

1.  Those  who  did  not  attend 

2.  Those  who  attended  once 

3.  Those  who  attended  two  or  three  times 

4.  Those  who  attended  four  or  five  times 

5.  Those  who  attended  six  or  more  times 

For  example,  if  a  respondent  reported  attending  'Musicals'  4  times  in  the  past  year,  'Plays' 
twice,  and  'Classical  Music'  once,  they  would  be  categorized  in  group  #4,  above,  because 
their  highest  frequency  was  4. 

These  frequency  categories  were  then  cross-tabulated  with  demographic  characteristics  to 
facilitate  analysis.  Results  are  presented  in  Table  9(a)  in  the  appendix.  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: 


EDUCATION  LEVELS  BY  FREQUENCY  OF  PARTICIPATION 


[~l  High  School  or  Lower 


Some  College 


Bachelor's  Degree  or  Higher 


70% 
60% 


s 

BO 
.S 
> 


< 


0  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 


0  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 

0 

03 
O 

C/5 

'55 

3 

2 

C/5 

EC 

PQ 

<a 

c 

Q 

«- 

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%     j 

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% 

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% 

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'. 

Within  the  category  of  'Performing  Arts  Facilities',  the  data  suggest  that  respondents  had 
difficulty  classifying  facilities  based  on  the  venue  types  provided.  In  some  cases, 
respondents  reported  attending  'Concert  Halls/Opera  Houses'  in  cities  where  none  exist,  and 
frequently  confused  'College  Facilities'  with  Theatres'  and  other  venue  types.  Definitions  of 
venue  types  were  not  provided  in  the  survey. 

A  similar  analysis  can  be  conducted  for  each  site,  although  the  number  of  attenders  for  each 
venue  type  are  often  too  low  to  produce  statistically  reliable  results  at  an  acceptable  level  of 
confidence. 


76 


12  Local  Surveys  of  Arts  Participation Summary  Report 

E.         Utilization  of  Venues  by  Demographic  Characteristics 

Further  examination  of  venue  types  attended  was  conducted  to  reveal  any  demographic 
differences  between  respondents  who  utilize  the  various  venue  types.  Table  3(c)  shows 
venue  utilization  by  demographic  characteristics  (race,  age,  and  income)  for  the  12  sites 
combined.  A  number  of  interesting  observations  can  be  found  in  this  data,  although 
sampling  error  rates  limit  the  reliability  of  some  of  this  data.  (Also,  given  the  large 
differences  in  utilization  of  venue  types  by  discipline,  it  is  of  limited  value  to  aggregate  all 
venue  utilization  except  for  very  general  purposes.) 


• 


African-American  and  Hispanic  respondents  used  "purpose-built"  concert  halls  and  opera 
houses  less  frequently  than  Whites.  This  may  be  attributed  in  part  to  the  nature  of 
programming  (opera  and  ballet,  esp.)  which  is  typically  presented  at  these  venues,  in 
addition  to  a  host  of  accessibility  issues  including  transportation  and  ticket  prices. 

•  Hispanic  respondents  were  about  three  times  more  likely  to  utilize  'Civic  Centers'  (14%) 
than  African- American  respondents  (4%)  and  white  respondents  (5%). 

•  As  might  be  expected,  use  of  College  Facilities'  is  most  prevalent  among  the  youngest 
respondents  (13%  for  ages  18-29,  but  only  5%  for  ages  40-59).  Utilization  of 
'Nightclubs/Jazz  Clubs'  also  drops  off  in  the  higher  age  brackets  (7%  for  ages  18-29  vs. 
2%  for  ages  60+). 

•  As  might  be  expected,  the  very  wealthiest  respondents  are  less  likely  to  attend 
'Alternative  Venues',  and  more  likely  to  attend  traditional  theaters. 

F.  Sources  of  Information  by  Demographic  Characteristics 

All  respondents  to  the  12  Local  Surveys  were  asked  "How  do  you  learn  or  find  out  about  arts 
events  in  your  community?"  Complete  results  are  presented  in  Table  6(b)  in  the  appendix. 
For  analysis,  responses  were  categorized  into  several  groups,  with  results  as  follows: 

%of 

Respondents*  Categories  of  Sources  of  Information 

82%  Any  Media  (newspapers,  television,  radio,  magazines) 

24%  Any  Word-of-Mouth  (word  of  mouth,  friends/relatives) 

16%  Any  Targeted  Appeal  (mailing/flyer,  telemarketing) 

15%  Any  Other  (posters/notices,  school  notices,  other) 

^percentages  do  not  total  100%  because  multiple  selections  were  allowed. 

Overall,  results  show  that  newspapers  (74%)  are  the  most  frequent  source  of  information  on 
arts  events.  'Television'  (26%),  ranks  higher  than  'Radio'  (20%)  as  a  source  of  information 
about  arts  events,  with  'Word-of-Mouth'  and  'Mailing/Flyer'  each  reported  as  a  source  of 
information  for  16%  of  respondents.  Only  10%  of  respondents  reported  that 
"Friends/Relatives'  were  a  source  of  information  about  arts  events,  while  9%  received 
information  from  Posters/Notices'.  With  respect  to  demographic  characteristics,  several 
observations  are  of  interest: 


77 


12  Local  Surveys  of  Arts  Participation Summary  Report 


•  Respondents  between  the  ages  of  30  and  59  tend  to  get  arts  information  from 
newspapers.  Respondents  aged  30  to  39  also  reported  'Radio'  as  a  source  of  information 
more  frequently  than  respondents  in  other  age  categories. 

•  Respondents  '60  and  Over'  years  of  age  are  more  likely  to  receive  arts  information  from 
'Mailings/Flyers'. 

•  Younger  respondents  aged  18  -  29  are  more  likely  than  other  age  groups  to  receive  arts 
information  from  'Posters/Notices'  and  'School  Notices'. 

Gender 

•  Females  reported  'Mailings/Flyers'  as  a  source  of  information  about  arts  events  more 
frequently  than  males.  Women  also  reported  'Newspapers'  as  a  source  of  information 
more  frequently  than  men,  while  men  turned  to  'Magazines'  for  arts  information  more 
often  than  women. 

Race 

•  White  respondents  receive  arts  information  through  the  media  (86%)  more  frequently 
than  respondents  who  are  African- American  (77%),  Hispanic/Latino  (62%),  and  other 
races  (66%).  Conversely,  African- Americans  are  significantly  more  likely  to  receive  arts 
information  by  Television'  or  'Radio'  than  other  racial  groups. 

•  African- American  respondents  reported  "Friends/Relatives'  as  a  source  of  arts 
information  twice  as  frequently  as  Whites  (18%  vs.  9%). 

•  Hispanic/Latino  respondents  listed  'Posters/Notices'  as  a  source  of  information  about  arts 
events  more  frequently  than  other  races,  although  the  small  number  of  Hispanic/Latino 
respondents  (275  across  all  sites)  cause  larger  sampling  error  rates  for  this  analysis. 

Education 

•  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'. 

Income 

•  Respondents  with  annual  incomes  less  than  $20,000  were  far  less  likely  to  report 
'Newspapers'  as  a  source  of  arts  information  than  respondents  with  incomes  over 
$20,000.  Conversely,  those  with  lower  incomes  were  more  likely  to  report  'Television' 
as  a  source  of  information. 

Marital  Status 

•  Aside  from  media  sources,  single  respondents  are  more  likely  than  married  respondents 
to  receive  arts  information  by  "Word  of  Mouth',  whereas  married  and  widowed 
respondents  are  more  likely  to  get  their  information  from  'Mailings/Flyers'. 

Each  of  the  12  local  sites  should  examine  the  sources  of  arts  information  for  their  own 
respondents,  although  cross-tabulations  by  demographic  characteristics  will  result  in  numbers 
too  small  to  be  meaningful.  Of  particular  value  to  arts  producers  and  presenters  in  each  area 
will  be  the  verbatim  answers  reported  for  the  actual  newspapers,  radio  and  television  stations 
listed  by  respondents. 


78- 


12  Local  Surveys  of  Arts  Participation Summary  Report 

G.         Reasons  for  Not  Attending  More  Often 

Often  referred  to  as  "barriers  to  attendance",  reasons  for  not  attending  more  often  were  also 
queried  in  the  1982  and  1985  national  SPPAs,  but  were  dropped  from  the  1992  national 
survey.  For  each  of  the  12  Local  Surveys,  respondents  were  first  asked  whether  or  not  they 
would  like  to  attend  cultural  events  more  often.  Those  who  answered  "Yes"  (an  average  of 
69%)  were  then  asked  to  list  the  reasons  why  they  don't  attend  more  frequently.  Answers 
were  coded  into  17  different  categories,  ranging  from  'Don't  have  time'  to  'No  one  to  go  with'. 
Individual  reasons  were  probed  in  some  markets.  Results  are  presented  in  Table  4(a)  on  the 
following  page. 

Among  those  who  would  like  to  attend  more  often,  61%  cited  one  reason  -  "Don't  Have 
Time"  -  overshadowing  all  other  reasons  by  a  factor  of  3  for  the  combined  data  set.  The  next 
two  most  frequent  reasons  cited  relate  to  cost  -  "Overall  Cost  of  Going  to  Events"  (20%),  and 
"Cost  of  Tickets"  (19%).  All  other  reasons  were  cited  by  10%  or  fewer  of  the  respondents. 
These  findings  are  generally  consistent  with  results  of  the  1982  and  1985  SPPAs,  although 
the  samples  were  not  designed  to  be  comparable.  Several  interesting  variations  occurred 
between  sites: 


• 


'Not  available/Not  enough  variety'  was  a  much  more  important  reason  for  not  attending 
for  respondents  located  outside  of  large  urban  areas  (i.e.,  Sedona,  Winston-Salem,  and 
the  3  Nevada  sites).  Generally,  one  would  expect  lower  participation  rates  in  areas  where 
the  supply  of  arts  programming  is  limited,  and  this  holds  true  for  the  3  Nevada  sites  and 
to  some  extent  for  Winston-Salem.  However,  22%  of  Sedona  respondents,  despite  the 
area's  very  high  participation  rates,  still  perceive  availability  of  arts  programming  as  a 
significant  problem. 

'Cost  of  Tickets'  and  'Overall  Cost  of  Going  to  Events'  are  cited  as  barriers  to  attendance 
by  Seattle  respondents  most  frequently  (26%  cited  each),  compared  to  averages  for  all  12 
sites  (19%  and  20%,  respectively).  In  contrast,  only  9%  of  Rural  Nevada  respondents 
cited  'Cost  of  Tickets'  as  a  barrier. 

Lack  of  Child  Care/Baby-sitting'  was  cited  by  Chicago  respondents  significantly  more 
often  (13%)  compared  to  respondents  in  other  urban  areas  (7%  for  Pittsburgh,  10%  for 
Philadelphia). 

As  would  be  expected,  'Distance/Travel  Time/Inconvenient  Location'  was  a  major  issue 
for  Rural  Nevada  respondents  (19%),  and  also  an  issue  for  Sedona  respondents  (11%). 
Curiously,  10%  of  Chicago  respondents  who  would  like  to  attend  more  often  also  cited 
this  as  a  reason,  although  this  may  be  due  in  part  to  the  extent  of  the  geographic  area 
surveyed,  which  included  areas  over  60  miles  from  downtown  Chicago. 

Problems  Related  to  Age/Health'  were  cited  by  12%  of  Broward  County  respondents 
who  would  like  to  attend  more  often,  compared  to  a  6%  average  for  all  12  sites. 
Weighted  age  data  shows  that  Broward  County  respondents  have  the  highest  average  age 
of  the  12  sites  (50). 

'Transportation/Traffic/Parking  Problems'  were  most  prevalent  for  Philadelphia 
respondents  (10%),  but  not  for  Chicago  respondents  (4%). 


-79 


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as  a  reason  for  not  attend 

12  Local  Surveys  of  Arts  Participation Summary  Report 

Primary  Reason  for  Not  Attending  More  Often 

Additionally,  all  respondents  were  asked  to  identify  the  single  or  "primary"  reason  for  not 
attending  cultural  events  more  often.  The  resulting  data  are  presented  in  Table  4(b)  in  the 
appendix.  A  different  picture  emerged  when  respondents  were  forced  to  choose  the  single 
most  important  reason  for  not  attending  more  often.  For  the  purposes  of  analysis,  answers 
were  categorized  into  five  sub-groups  as  follows: 

CATEGORY  REASONS 

Personal  Barriers  Lack  of  Interest,  Don't  Have  Time,  Prefer  to  Watch 

TV,  Just  Don't  Get  Around  to  It,  Don't  Know 
(These  responses  show  that  the  respondent  is  not 
really  interested  in  attending  more  arts  events  than 
s/he  already  does.) 

Price  Factors  Cost  of  Tickets,  Overall  Cost  of  Going  to  Events 

Social/Physical  Barriers  Lack  of  Child  Care/Baby-sitting,  No  One  to  Go 

With,  Problem  Related  to  Handicap,  Problem 
Related  to  Age/Health 

Locational  Issues  Transportation/Traffic/Parking  Problems, 

Distance/Travel  Time/Inconvenient  Location, 
Crime/Fear  of  Crime 

Quality/ Availability  Tickets  Sold  Out,  Poor  Quality  of  Performance,  Not 

Available/Not  Enough  Variety 

Some  of  the  observations  noted  above  still  come  through  in  this  analysis,  but  some  factors 
become  less  important  while  new  ones  surface. 

•  When  forced  to  identify  the  single  most  important  reason  for  not  attending  more  often, 
Price  factors  remain  important  for  Seattle  respondents,  but  also  become  more  prominent 
reasons  for  Philadelphia  respondents. 

•  Concern  about  child  care/baby-sitting  all  but  disappears  for  Chicago  respondents. 

•  'Crime/Fear  of  Crime'  emerges  as  the  most  important  issue  for  1 1  %  of  Dade  County 
respondents  and  for  1%  of  Broward  County  respondents;  in  other  sites,  safety  appears  to 
be  less  of  an  issue. 

•  Distance  and  availability  overshadow  all  other  reasons  for  not  attending  for  over  half  of 
all  Rural  Nevada  respondents.  Only  for  the  3  Nevada  sites  is  'Not  Available/Not  Enough 
Variety'  perceived  to  be  the  primary  barrier  to  attendance  for  a  significant  number  of 
respondents.  These  issues  shrink  in  importance  for  Sedona  and  Winston-Salem 
respondents. 

•  Social/physical  barriers  (especially  'No  One  to  Go  With')  come  forward  as  important 
reasons  for  not  attending  for  Pittsburgh  and  San  Jose/Santa  Clara  County  respondents,  in 


-81- 


12  Local  Surveys  of  Arts  Participation Summary  Report 

contrast  to  all  other  10  sites.  According  to  lifestyle  data,  these  two  areas  have  a  high 
proportion  of  single  households. 

•  Personal  barriers  (reasons  that  are  within  the  control  of  the  individual)  are  cited  as  the 
most  important  reasons  for  not  attending  more  often  by  an  average  of  44%  of  all 
respondents.  Thus,  a  majority  of  respondents  (56%)  reported  that  external  or 
environmental  factors  which  are  beyond  their  control  (i.e.,  cost,  traffic,  etc.)  are  the  most 
important  reasons  for  not  attending  more  often. 

Further  Explanation  of  Barriers  for  Demographic  Sub-Groups 

Further  analysis  of  these  data  shows  some  interesting  differences  between  demographic  sub- 
groups. From  Table  4(c)  in  the  appendix,  it  is  observed  that: 

•  Older  respondents  (60+)  were  less  likely  to  cite  personal  barriers  for  not  attending  more 
often  (e.g.,  'Don't  Have  Time'  was  less  of  an  issue)  but  they  were  more  likely  to  cite 
social/physical  barriers  and  locational  Issues. 

•  Younger  respondents  (1 8  to  29)  were  less  concerned  with  price  factors  than  respondents 
in  other  age  groups. 

•  Men  were  more  likely  to  cite  personal  barriers  than  women,  whereas  women  expressed 
greater  concern  over  social/physical  barriers  and  price  factors. 

•  African-American  respondents  tended  to  cite  more  problems  related  to  locational  issues. 
Hispanics  cited  availability/quality  reasons  for  not  attending  almost  twice  as  frequently 
as  African- Americans  and  Whites. 

•  Locational  Issues  appear  to  be  more  of  a  perceived  problem  for  respondents  with  lower 
education  levels,  whether  located  in  rural  or  large  metropolitan  areas. 

•  As  would  be  expected,  cost-consciousness  decreases  as  income  levels  rise,  and  unmarried 
respondents  cite  fewer  social/physical  barriers  to  increased  attendance  (i.e.,  lack  of  child 
care/baby-sitting,  etc.). 

By  studying  these  data,  local  sponsors  may  gain  insight  into  the  unique  challenges  facing 
their  area  with  respect  to  barriers  to  increased  attendance. 

Other  Topics 

Data  from  the  12  Local  Surveys  are  available  for  supplemental  analysis2.  Other  topics  which  merit 
further  analysis  include  live  vs.  media  arts  participation,  sources  of  information  about  arts  events,  and 
attitudes  about  arts  participation.  The  survey  data  will  continue  to  yield  additional  value  from  the 
focused  study  of  these  and  other  topics. 


inquiries  should  be  directed  to  the  Research  Office,  National  Endowment  for  the  Arts,  1 100  Pennsylvania 
Ave.  NW,  Washington  DC,  20506. 

-82- 


12  Local  Surveys  of  Arts  Participation Summary  Report 

IV.       METHODOLOGY 

A.         Survey  Research  Methodology 

Commissioned  by  the  National  Endowment  for  the  Arts  in  collaboration  with  local  co- 
sponsors,  the  12  Local  Surveys  of  Public  Participation  in  the  Arts  were  conducted  by  Abt 
Associates,  of  Cambridge,  MA,  over  a  three  month  period  from  February  12  to  May  15, 
1992.  The  surveys  were  intended  to  augment  the  national  survey  of  participation  in  the  arts 
(SPPA)  conducted  by  the  Bureau  of  the  Census  throughout  1992,  and  to  provide  the  twelve 
participating  communities  with  research  data  to  meet  their  specific  needs. 

Design 

Each  survey  was  designed  to  include  three  components: 

1.  The  "Core  Questionnaire"  duplicated  key  questions  from  the  1992  national  survey. 
These  questions  pertained  to  participation  rates  in  the  performing  and  visual  arts, 
literature,  and  several  other  disciplines,  as  well  as  arts  participation  through  the 
media.  Additional  questions  (not  on  the  national  survey)  asked  participators  to 
indicate  the  frequency  of  attendance  over  the  past  12  months,  and  in  what  type  of 
venue  they  had  most  recently  attended. 

2.  "Community-Specific  Local  Modules"  were  developed  in  conjunction  with  Abt 
Associates  to  address  the  specific  information  needs  of  the  local  sponsors. 
Questions  pertaining  to  "reasons  for  not  attending  more  often"  and  "sources  of 
information  about  the  arts"  were  common  across  all  sites,  in  addition  to  a  series  of 
questions  unique  to  each  survey. 

3.  Basic  Demographic  Information  was  collected  for  all  respondents.  This  included 
race/ethnicity,  age,  gender,  education,  household  income,  and  marital  status. 

The  scope  of  this  summary  report  is  limited  to  questions  common  to  all  12  surveys, 
including  participation  rates,  frequency  of  participation,  venue  types  attended,  sources  of 
information  about  arts  events,  interest  in  attending  more  often,  reasons  for  not  attending 
more  frequently,  attitudes  about  arts  participation,  and  demographic  characteristics  of 
respondents. 

Further  discussion  of  survey  design  issues,  including  differences  between  the  local 
questionnaires  and  the  national  SPPA's,  may  be  found  in  the  report  appendix. 

Sampling  Methodology  and  Response  Rates 

Using  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  (600  in  the 
Philadelphia  metropolitan  area),  for  a  total  of  approximately  5,000  respondents.  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  analysis  between  minority  and  non-minority 

-83- 


12  Local  Surveys  of  Arts  Participation 


Summary  Report 


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. 

For  each  household  sampled,  the  person  over  18  who  had  the  most  recent  birthday  was  the 
eligible  respondent.  A  maximum  of  6  attempts  were  made  to  obtain  an  answered  call  for 
each  residential  number  dialed. 

The  majority  of  interviews  were  conducted  during  the  early  evening  in  the  respondent's  local 
time  zone  or  on  the  weekend.  Callbacks  were  scheduled  as  needed  when  the  eligible 
respondent  was  unavailable  during  the  initial  attempt.  The  interviewer  introduced 
him/herself  as  "calling  for  the  local  sponsor  about  a  study  of  local  participation  in  the  arts." 
Interviewers  used  Computer  Assisted  Telephone  Interviewing  (CATI)  to  collect  data  and 
guide  them  through  the  survey  instrument.  Response  rates,  according  to  Abt  Associates,  are 
reported  in  the  following  table  (sorted  from  highest  to  lowest). 


SITE 

Response 
Rate 

Rural  Nevada 

52% 

Reno 

50% 

Pittsburgh 

48% 

Sedona 

45% 

Winston-Salem 

45% 

Philadelphia 

44% 

Seattle/King  County 

43% 

San  Jose 

43% 

Las  Vegas 

42% 

Chicago 

42% 

Broward  County 

41% 

Dade  County 

40% 

On  average,  the  survey  took  17  minutes  to  administer. 

Weighting 

Typically,  data  are  weighted  to  correct  for  a  disproportionate  sampling  distribution.  Abt 
Associates  applied  two  weighting  procedures  to  the  sample  data  for  each  site.  First,  each 
respondent's  data  was  assigned  a  weight  equal  to  the  number  of  adults  (18+)  in  the 
household.  Thus,  if  the  respondent  lived  in  a  household  with  2  other  adults  (parents  or 
grandparents,  for  example),  a  weighting  factor  of  3  was  applied.  This  procedure  corrects  for 
the  unequal  selection  probabilities  introduced  by  selecting  one  adult  from  each  household, 
according  to  Abt  Associates. 

Second,  a  post-stratification  adjustment  was  made  to  the  weight  described  above,  to  bring  the 
weighted  sample  distribution  into  closer  agreement  with  the  actual  distribution  of  four 
demographic  variables  within  each  site:  age,  race,  gender,  and  household  income.  This 
procedure  was  intended  to  reduce  the  potential  for  bias  arising  from  non-response,  and  also 
to  adjust  the  sample  for  non-coverage  of  households  without  telephones.  For  Dade  County, 


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Allegheny  County,  and  the  Philadelphia  MSA,  the  post-stratification  adjustment  was  carried 
out  for  each  subarea  before  they  were  combined. 

These  weighting  procedures  were  primarily  intended  to  improve  the  reliability  of  survey 
results  for  local  users.  Weighted  percentages  are  used  in  the  tables  throughout  this  report. 

Sampling  Error 

The  survey  percentages  used  throughout  this  report  are  subject  to  sampling  variability, 
because  they  were  derived  through  sampling  techniques  and  not  through  a  census  of  the 
entire  area.  Therefore,  a  standard  error  must  be  calculated  to  define  the  area  surrounding 
each  survey  percentage  in  which  the  actual  "true  but  unknown"  value  lies,  at  a  certain  level  of 
confidence. 

Two  different  types  of  error  rates  apply  to  different  analyses  of  the  data.  Comparison  of  rates 
within  a  site  (for  example,  jazz  participation  rates  for  Dade  County  by  race)  requires  that 
standard  error  rates  be  calculated  based  on  the  unweighted  sample  size  for  that  site  (usually 
about  400,  but  600  for  Philadelphia).  For  a  sample  size  of  400,  at  the  95%  confidence  level, 
error  rates  will  range  from  about  2%  to  5%,  depending  on  the  survey  percentage  in  question. 

Different  standard  error  rates  apply  when  evaluating  the  statistical  significance  of  survey 
percentages  across  multiple  sites.  For  instance,  to  see  if  classical  music  participation  rates 
are  different  between  Las  Vegas  and  Reno  (and  other  sites),  confidence  limits  must  be 
calculated  based  on  the  entire  sample  size  for  all  12  sites  for  the  variable  in  question.  Unlike 
the  "Single-Site"  error  rates,  these  rates  allow  us  to  determine  whether  survey  percentages 
between  sites  are  significantly  different.  For  each  of  the  common  variables  on  all  12  surveys, 
a  standard  error  was  calculated  on  the  total  number  of  respondents  answering  each  question, 
at  the  95%  confidence  level.  Standard  error  figures  for  the  various  participation  rates  ranged 
from  .67%  to  1.38%. 

Consult  the  report  appendix  for  Standard  Error  Tables  and  further  discussion  of  these  error 
rates. 

B.         Methodology  for  Research  on  Local  "Supply"  of  Arts  Facilities  and  Programs 

AMS  staff  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  venues  (with  seating  capacities)  from  existing  directories,  periodic  cultural 
calendars  and/or  annual  reports.  In  other  locations,  site  sponsors  indicated  that  no  data 
existed  and  suggested  alternate  approaches  for  gathering  "arts  supply"  data.  One  local 
sponsor  held  a  staff  meeting  to  collect  information  from  all  relevant  staff.  A  combination  of 
approaches  was  utilized  to  obtain  data  as  required,  including  phone  calls  to  secondary 
contacts  (arts  service  organizations,  city  and  state  arts  councils,  etc.). 

Secondary  sources  of  local  arts  activity  data  included  national  and  regional  performing  arts 
facility  and  museum  directories,  and  a  variety  of  other  publications  obtained  by  the 
researchers.  In  several  cases,  a  great  deal  of  difficulty  was  encountered  in  collecting  data  on 
any  systematic  basis.  Thus,  the  amount  and  quality  of  local  arts  activity  data  varies  from  site 
to  site.  Appropriate  qualifications  regarding  local  arts  activity  data  are  included  in  each  site 
discussion. 

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A  lack  of  compiled  data  on  arts  activity  levels  was  a  problem  for  some  sites.  Only  two  local 
sponsors  had  this  information  easily  at  hand,  and  another  three  were  able  to  compile  arts 
activity  data  from  a  variety  of  existing  sources.  In  all  cases,  arts  activity  levels  are  estimated. 
For  several  sites,  where  activity  levels  were  too  difficult  to  ascertain,  qualitative  data  and 
anecdotal  narrative  were  used  to  describe  the  local  arts  environment  Future  research  of  a 
similar  nature  would  benefit  from  a  planned  data  collection  phase  at  the  local  level,  over  a 
period  of  time  coinciding  with  the  survey  time  frame. 

C.         Summary  of  Methodologies  for  1982, 1985  and  1992  SPPA's 

National  surveys  of  public  participation  in  the  arts  (SPPA's)  were  conducted  in  1982,  1985, 
and  1992  by  the  U.S.  Census  Bureau  for  the  National  Endowment  for  the  Arts.  Results  from 
these  research  efforts  can  be  projected  to  the  U.S.  population,  and  provide  valuable 
information  on  arts  participation  and  related  topics.  Since  data  from  the  12  Local  SPPA's 
were  to  complement  and  add  context  to  the  national  surveys,  it  is  necessary  to  understand 
what  methodologies  were  used  for  the  national  surveys,  and  to  recognize  any  relevant 
methodological  differences  between  the  12  Local  Surveys  and  the  three  national  surveys. 

Summaries  of  the  methodologies  of  the  national  studies  are  provided  below.  With  respect  to 
both  survey  design  and  sampling  methodology,  these  research  efforts  were  handled 
somewhat  differently. 

!9_&2 

The  1982  Survey  of  Public  Participation  in  the  Arts,  conducted  by  the  U.S.  Census  Bureau, 
involved  a  sample  of  17,254  individuals,  interviewed  mostly  in  person  (about  75%),  with  the 
remainder  surveyed  by  telephone.  Census  Bureau  population  counts  were  used  to  draw  up 
the  sample  in  such  a  way  that  all  individuals  living  in  households  in  the  United  States  had  an 
equal  chance  of  selection.  All  individuals  aged  18  and  over  in  the  selected  households  were 
eligible  to  be  included  in  the  survey.  Fewer  than  15%  of  eligible  respondents  were  not 
interviewed,  and  the  final  data  were  slightly  weighted  to  reflect  age,  gender,  and  race  of  the 
1982  U.S.  population. 

The  SPPA  questions  immediately  followed  a  crime  survey,  which  was  part  of  an  on-going 
panel  study  of  72,000  households  conducted  by  the  Bureau  of  the  Census.  Each  month,  from 
January  through  December  1982,  a  national  cross  section  of  1,450  respondents  was  surveyed 
on  arts  participation.  From  January  through  October,  the  five-  minute  interview  covered  a 
set  a  of  "core  questions"  about  arts  participation  in  the  previous  12  months,  plus  a  set  of 
"rotating"  questions  about  arts  socialization,  mass  media  usage,  musical  preferences,  etc. 
The  November  and  December  interviews  lasted  20  minutes  and  asked  all  of  the  rotating 
questions. 

mi 

The  survey  methodology  for  the  1985  SPPA  was  quite  similar  to  that  of  1982.  Once  again, 
the  SPPA  questions  were  incorporated  in  the  Census  Bureau's  omnibus  panel  study  for  a 
randomly  selected  subset  of  households.  Similarly,  approximately  75%  of  interviews  were 
conducted  face-to-face  in  the  respondents'  homes,  and  less  than  15  percent  of  eligible 
individuals  could  not  be  interviewed.  The  primary  difference  between  the  1982  and  1985 
SPPA's  was  that  the  1985  survey  was  conducted  only  over  a  six  month  period  (from  January 

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12  Local  Surveys  of  Arts  Participation Summary  Report 

through  June  1985),  and  all  were  five-minute  interviews.  Since  no  respondents  were  asked 
all  sets  of  rotating  questions  (as  in  Nov.  and  Dec.  1982),  inter-module  analyses  could  not  be 
conducted  with  the  1985  data. 

Thus,  the  sample  size  per  month  in  1985  was  larger  -  2,200  households,  or  one  fourth  of  all 
households  included  in  the  omnibus  survey.  The  total  1985  SPPA  sample  size  was  13,675, 
compared  to  17,254  for  1982. 

Results  of  the  1982  and  1985  SPPA's  were  analyzed  by  the  University  of  Maryland's  Survey 
Research  Center,  under  the  direction  of  John  P.  Robinson,  Ph.D,  and  published  in  October 
1985  and  March  1987,  respectively.  The  March  1987  report  included  two  volumes.  Volume 
I  comprised  a  project  report  on  the  1985  SPPA,  while  Volume  II  compared  1982  and  1985 
data.  Participation  rates  from  these  studies  are  reproduced  in  this  report  (e.g.  Table  1). 
Numerous  additional  analyses  of  the  1982  and  1985  SPPA  data  were  commissioned  by  the 
NEA  Research  Division,  a  listing  of  which  may  be  found  in  the  bibliography  to  this  report. 

mi 

As  with  the  earlier  SPPA's,  respondents  to  the  1992  SPPA  were  part  of  a  larger,  continuously 
rotating  panel  of  respondents  who  were  interviewed  every  six  months  over  a  three  year 
period.  Sample  selection  was  similar  to  the  two  previous  SPPA's  -  Census  Bureau 
population  counts  were  used  to  draw  the  sample  in  such  a  way  that  all  individuals  living  in 
households  in  the  United  States  had  an  equal  chance  of  selection.  All  adults  aged  18  and 
over  were  eligible  to  be  interviewed. 

About  80%  of  the  interviews  were  conducted  by  telephone,  in  contrast  to  the  1982  and  1985 
SPPA's,  which  were  conducted  primarily  in-person.  (The  Census  Bureau  states  that  no 
effective  differences  have  generally  been  found  between  in-home  interviews  and  telephone 
interviews.)  During  the  first  six  months  of  1992,  only  core  participation  questions  were 
asked  of  each  respondent,  and  the  interviews  lasted  approximately  eight  minutes.  Data  from 
a  total  of  6,947  interviews  comprise  the  sample  from  the  first  six  months.  During  the  last  six 
months  of  1992,  additional  questions  were  asked  of  all  respondents,  resulting  in  an  average 
interview  time  of  about  16  minutes.  Sample  size  for  the  last  six  months  of  data  collection 
was  not  available  for  this  report,  but  it  is  anticipated  that  it  will  be  approximately  6,000. 

Approximately  20%  of  all  eligible  adults  in  the  sampled  households  could  not  be 
interviewed,  slightly  more  than  in  1982  and  1985.  Again,  the  final  data  were  weighted 
slightly  to  ensure  that  the  final  sample  was  completely  representative  of  the  1992  U.S. 
population  in  terms  of  age,  race  and  gender. 

D.         Methodological  Comparisons  and  Possible  Sources  of  Bias 

Compared  to  the  1982  and  1985  SPPA's,  significantly  higher  participation  rates  were 
observed  in  the  12  Local  Studies.  Data  from  the  1992  SPPA  (which  was  not  available  for 
this  report)  will  uncover  any  changes  in  arts  participation  levels  since  1985  on  a  national 
basis.  It  is  possible  that  actual  participation  rates  may  have  increased  over  the  past  seven 
years.    Further,  arts  participation  rates  can  be  expected  to  vary  from  site  to  site,  with  higher 
rates  expected  in  large  urban  areas  where  the  supply  of  arts  activity  is  greatest.  The  12  sites 
studied  were  predominantly  urban,  and  this  might  explain  some  of  the  upward  variance  in 
participation  rates. 


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12  Local  Surveys  of  Arts  Participation Summary  Report 

However,  the  amount  and  consistency  of  upward  variance  clearly  suggests  that 
methodological  differences  account  for  at  least  some  of  this  variance.  Several 
methodological  differences  are  summarized  below,  and  are  discussed  further  in  the  report 
appendix. 

1.  Sponsorship/Survey  Context 

The  12  Local  Surveys  and  the  National  SPPA's  were  presented  to  eligible 
respondents  in  a  significantly  different  manner.  The  National  SPPA's  immediately 
followed  surveys  on  crime,  an  issue  that  affects  everyone  to  some  degree.  This  may 
have  served  as  an  incentive  to  participate  in  the  survey,  attracting  a  very 
heterogeneous  group  of  people  as  far  as  arts  participation  is  concerned.  On  the  other 
hand,  the  12  Local  Surveys  were  introduced  as  studies  of  local  participation  in  the 
arts,  creating  an  opportunity  for  'self-selection'  in  or  out  of  the  survey  based  on  the 
respondent's  interest  in  the  arts.1  Fundamentally,  respondents  to  the  national  SPPA's 
had  already  completed  an  unrelated  (crime)  survey,  while  respondents  to  the  12 
Local  Studies  were  recruited  to  complete  a  local  survey  of  arts  participation. 

2.  Telephone  vs.  Face-To-Face  Interviews 

Although  tests  have  shown  that  the  quality  of  respondents'  answers  does  not  vary 
significantly  between  telephone  and  in-person  interviews,  it  is  much  easier  for 
respondents  to  terminate  a  telephone  interview.  Response  rates  for  the  12  Local 
Surveys  ranged  from  40%  to  52%,  indicating  that  up  to  1,000  households  were 
contacted  in  some  markets  to  achieve  400  completed  interviews.  (These  response 
rates  are  typical  of  telephone  surveys  of  this  type,  although  response  rates  of  55%  or 
higher  are  common.)  In  contrast,  completion  rates  for  the  National  SPPA's  ranged 
from  80%  to  85%.2  Telephone  sampling  also  introduces  the  possibility  of  non- 
response  bias  resulting  from  the  inability  to  sample  households  without  telephones, 
although  weighting  procedures  are  supposed  to  correct  for  this. 

3.  Respondent  Eligibility 

For  the  National  SPPA's,  all  adults  (18+)  in  the  sampled  households  were  eligible 
respondents,  in  contrast  to  the  12  Local  Surveys,  for  which  the  one  adult  (18+)  in  the 
household  with  the  most  recent  birthday  was  the  eligible  respondent.  Although  this 
procedure  is  methodologically  sound,  it  creates  another  opportunity  for  disinterested 
but  eligible  respondents  to  select  themselves  out  of  the  sample  (i.e.,  to  terminate  the 
call). 


Recognizing  potential  problems  associated  with  the  introductory  language  in  the  telephone  script,  Abt 
Associates  tested  an  alternative  introduction  in  one  of  die  local  areas  to  see  if  results  would  be  different. 
Response  rates  were  not  observed  to  be  significantly  different,  and  the  telephone  script  was  not  changed. 

2Even  though  the  1992  National  SPPA  was  conducted  primarily  by  telephone,  respondent  households  had 
been  contacted  previously  by  the  Census  Bureau  about  participating  in  an  on-going  panel  study.  These 
respondents  were  far  more  likely  to  complete  die  SPPA  than  if  they  had  been  contacted  through  random-digit 
dialing. 

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12  Local  Surveys  of  Arts  Participation Summary  Report 

4.  Out-of-Town  Arts  Participation 

None  of  the  arts  participation  surveys,  either  local  or  national,  ask  respondents  to 
distinguish  between  local  and  out-of-town  arts  participation.  This  distinction  is 
unnecessary  with  the  national  surveys  because  results  are  generalized  to  the  U.S. 
population.  However,  out-of-town  arts  participation  may  have  skewed  rates  higher 
in  several  of  the  12  local  sites  because  of  two  factors.  First,  several  of  the  local  sites 
are  near  other  cities  with  high  levels  of  arts  activity.  (For  example,  Sedona,  AZ 
residents  commonly  drive  to  Flagstaff  for  arts  presentations.)  Secondly,  several  of 
the  sampled  areas  (i.e.,  Broward  and  Dade  Counties)  are  populated  by  seasonal 
residents  who  may  also  attend  arts  events  in  another  area. 

5.  Language  Barrier 

For  the  12  Local  Surveys,  an  unknown  number  of  calls  were  terminated  immediately 
due  to  a  language  barrier  [figures  not  released  by  Abt  Associates],  although  some 
interviews  were  conducted  in  Spanish  for  the  Dade,  Broward,  and  San  Jose  sites. 
Participation  rates  in  the  European-based  arts  disciplines  are  generally  lower  among 
non-English  speaking  immigrant  groups,  for  cultural  and  socioeconomic  reasons. 

6.  Sampling  Periods  vs.  Seasonality  of  Arts  Activity 

The  1982  and  1992  SPPA's  were  conducted  over  a  calendar  year,  with  an  even 
distribution  of  interviews  each  month,  while  the  1985  SPPA  involved  data  collection 
only  during  the  first  six  months  of  1985  (January  -  June),  which  includes  months  of 
both  high  and  low  arts  activity.  (Arts  programming  drops  off  sharply  during  the 
summer  months,  particularly  with  respect  to  traditional  programming.)  The  12  Local 
Surveys  were  conducted  during  one  of  the  most  active  3-month  periods  for  arts 
programming  -  mid-February  through  mid-May.  Recent  attendance  may  be  more 
easily  recalled  by  respondents,  raising  the  possibility  of  higher  participation  rates  for 
respondents  interviewed  during  the  performing  arts  season. 

Generally,  the  methodology  used  for  the  12  Local  Surveys  resulted  in  a  more  homogeneous 
group  of  respondents  in  comparison  to  the  national  samples.  While  the  demographic 
characteristics  of  the  1982  and  1985  SPPA  samples  are  almost  identical  and  closely  follow 
U.S.  averages,  demographics  for  the  12  Local  Studies  sample  (5,040  respondents)  are 
consistently  higher.3 

For  example,  with  respect  to  education  levels,  the  percentages  of  local  respondents  who 
completed  college  exceed  the  actual  figures  for  the  base  population  of  the  geographies 
surveyed  by  anywhere  from  6%  to  20%.  Table  8,  in  the  appendix,  presents  education  data 
for  each  of  the  12  sites.  Since  higher  education  levels  are  closely  associated  with  arts 
attendance,  this  analysis  leads  to  the  conclusion  that  respondents  to  the  12  Local  Surveys  are 
more  likely  than  average  to  be  arts  attenders. 


3 Aggregated  sample  data  for  die  12  Local  Surveys  cannot  be  compared  to  data  from  a  random  sample  of  die 
United  States.    In  fact,  the  actual  demographic  characteristics  of  the  12  sites  combined  (using  1990  census 
data)  are  somewhat  "higher"  than  figures  for  die  U.S.  as  a  whole.  Even  accounting  for  the  higher  base  area 
demographics,  sample  demographics  are  still  substantially  higher  -  even  using  weighted  percentages. 

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12  Local  Surveys  of  Arts  Participation Sum  man'  Report 

Highest  Education  Level  Achieved 
(Excerpt  from  Table  8) 

Bachelor's 
PITTSBURGH/  High  School  Degree  or 

ALLEGHENY  COUNTY  or  lower         Some  College  Higher 


Unweighted  Sample  Data 

42% 

24% 

33% 

1990  Census  Data 

57% 

21% 

23% 

Variance 

-15% 

+3% 

+10% 

Another  possible  explanation  of  the  variation  between  local  and  national  participation  rates 
would  be  the  larger  sampling  error  rates  associated  with  smaller  sample  sizes.  If  this  were 
true,  both  positive  and  negative  variation  would  occur.  However,  the  consistency  and 
magnitude  of  higher  participation  rates  for  the  12  local  sites  suggest  that  at  least  some  of  this 
variation  is  not  random. 

E.         Uses  of  the  Data 

Results  from  the  12  Local  Surveys  are  a  valuable  resource  of  information  for  the  arts  field  in 
general,  and  particularly  for  the  local  sponsors.  Given  the  various  limitations  of  the  data 
discussed  in  this  section,  appropriate  uses  of  the  survey  results  include: 

•  Study  of  the  relationship  between  the  supply  of  cultural  activity  and  participation  rates 
within  a  given  geography; 

•  Comparison  of  participation  rates,  frequency  of  participation,  and  other  results  between 
the  12  sites  studied; 

•  Cross-tabulations  of  data  within  a  site,  so  long  as  the  sample  size  of  sub-groups  is  large 
enough  to  allow  for  reasonable  error  rates.  Such  analyses  might  include: 

-  demographic  characteristics  of  sub-groups  (e.g.,  jazz  participation  by  race,  etc.) 

-  cross-discipline  participation  rates 

-  utilization  of  venues  by  discipline,  or  by  demographic  characteristics 

-  source  of  arts  information  by  demographic  characteristics 

-  reasons  for  not  attending  by  demographic  characteristics 

-  frequency  of  participation  by  demographic  characteristics 

-  attitudes  about  arts  participation  by  demographic  characteristics 

In  addition,  each  survey  contained  a  variety  of  site-specific  questions  (including  questions  for 
which  verbatim  answers  were  recorded),  which  deserve  thorough  analysis. 


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12  Local  Surveys  of  Arts  Participation Summary  Report 


APPENDIX 


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12  Local  Surveys  of  Arts  Participation 


Summary  Report 


A.         Directory  of  Data  Tables 

Data  files  are  available  for  further  analysis.  Inquiries  should  be  directed  to  the  Research 
Office,  National  Endowment  for  the  Arts,  1 100  Pennsylvania  Ave.  NW,  Washington  DC, 
20506. 

TABLE  #  DESCRIPTION 

Table  1:  All  participation  rates  for  each  of  the  12  sites,  plus  applicable  figures  for 
1982  &  1985  SPPA's. 

Table  1(a):  Arts  participation  rates  for  demographic  sub-groups,  core  disciplines 

Table  1(b):  Arts  participation  rates  for  demographic  sub-groups,  literature 

Table  1(c):  Arts  participation  rates  for  demographic  sub-groups,  media 

Table  2:  Interest  in  attending  more  often,  for  each  of  the  12  sites 

Table  3(a):  Venues  types  attended  -  by  site,  for  all  disciplines 

Table  3(b):  Venues  types  attended  -  by  discipline,  for  12  sites  combined 

Table  3(c):  Venue  types  attended  by  demographic  characteristics 

Table  4(a):  Reasons  for  not  attending  more  often,  total  percentages  by  site 

Table  4(b):  Primary  reason  for  not  attending  more  often,  percentages  by  site 

Table  4(c):  Primary  reason  for  not  attending  more  often,  for  demographic  sub-groups 

Table  5:  Attitudes  about  arts  participation,  by  site 

Table  6(a):  Sources  of  information  on  arts  events,  by  site 

Table  6(b):  Sources  of  arts  information  by  demographic  characteristics 

Table  7(a):  Unweighted  sample  demographics,  by  site  (raw  data) 

Table  7(b):  Weighted  sample  demographics,  by  site 

Table  8:  Education  levels:  sample  data  vs.  1990  census 

Table  9:  Mean  frequency  of  participation,  by  site 

Table  9(a)  Frequency  of  participation  by  demographic  characteristics 

Table  10:  Number  of  disciplines  attended  by  demographic  characteristics 

Table  1 1 :  Cross-discipline  participation  rates  (see  Special  Topics  section) 


-92- 


ARTS  PARTICIPATION  RATES  BY  SITE 

12  Local  Surveys  of  Public  Participation  in  the  Arts 
(Weighted  Percentages) 

Table  1 

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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 
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J                                                                  12  Local  Surveys  of  Public  Participation  in  the  Arts 

(Weighted  Percentages  for  12  Sites  Combined) 

■ 

Performing  Arts  Disciplines 

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18  to  29 

19% 

10%           4% 

27% 

19% 

7% 

11% 

48% 

43% 

42% 

■30  to  39 

16% 

17%           4% 

25% 

16% 

7% 

8% 

43% 

53% 

50% 

1 40  to  59 

16% 

23% 

8% 

29% 

24% 

8% 

11% 

44% 

55% 

49% 

Over  60 

9% 

24% 

8% 

28% 

18% 

7% 

13% 

34% 

45% 

36% 

t GENDER 

■Male 

17% 

18%           7% 

25% 

19% 

6% 

10% 

44% 

44% 

45% 

Female 

14% 

20%           6% 

29% 

21% 

8% 

10% 

41% 

54% 

44% 

.RACE 

■White 

15% 

22%           8% 

30% 

21% 

8% 

10% 

45% 

56% 

48% 

*  Black 

19% 

13%           2% 

24% 

16% 

3% 

9% 

32% 

30% 

30% 

Hispanic 

13% 

6%            2% 

16% 

9% 

4% 

10% 

41% 

33% 

31% 

■Other 

10% 

10% 

4% 

15% 

19% 

4% 

14% 

32% 

30% 

41% 

VEDUCATION 

High  School  or  Lower 

9% 

8% 

4% 

19% 

10% 

3% 

6% 

27% 

35% 

31% 

■  Some  College 

17% 

19% 

3% 

24% 

19% 

8% 

9% 

40% 

56% 

48% 

■Bachelor's  Degree  or  Higher 

21% 

31% 

12% 

40% 

32% 

11% 

16% 

62% 

61% 

56% 

INCOME 

Less  than  $20,000 

10% 

13% 

4% 

16% 

11% 

2% 

8% 

27% 

30% 

29% 

l$20,000-$49,999 

15% 

15%           5% 

26% 

17% 

5% 

10% 

42% 

52% 

47% 

1  $50,000-599,999 

22% 

27% 

8% 

36% 

31% 

11% 

14% 

57% 

62% 

54% 

$100,000  or  More 

25% 

34% 

17% 

48% 

39% 

14% 

14% 

71% 

66% 

64% 

mMARITAL  STATUS 

[Married 

15% 

23%           6% 

31% 

20% 

8% 

11% 

44% 

56% 

47% 

Widowed 

8% 

15%           6% 

28% 

20% 

6% 

7% 

29% 

39% 

38% 

1  .Separated 

15% 

9%           16% 

19% 

14% 

3% 

13% 

33% 

17% 

25% 

iDivorced 

15% 

14%           7% 

18% 

21% 

5% 

7% 

35% 

48% 

43% 

^Never  Married 

18% 

14%           5% 

24% 

19% 

6% 

12% 

47% 

40% 

42% 

■HOW  TO  READ  THIS  TABLE:  Among  all  Hispanic  respondents  in  the  combined  sample,  16%  reported  attending  at  least  one 
|live  musical  stage  play  during  the  12  months  prior  to  being  interviewed. 

ARTS  PARTICIPATION  RATES  FOR  DEMOGRAPHIC  SUB-GROUPS 

12  Local  Surveys  of  Public  Participation  in  the  Arts 
(Weighted  Percentages  for  12  Sites  Combined) 

Table  1(b) 

Literature  Participation  Rates 

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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 


> 

> 

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B 

e 

s 
e 

> 

EA 

> 

H 

B 

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> 

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o 

3 

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N 
N 
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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 


<de 


xmale 


40% 


32% 


43% 


44% 


21% 


25% 


27% 


30% 


26% 


28% 


30% 


41% 


44% 


55%     63%      27%     20%      10% 


42% 


48%     60%     29%      26%  I   11 


64%      75% 


60%      75%      76% 


78% 


I 


CE 


ute 


31% 


46% 


23% 


31% 


29% 


35% 


45% 


64% 


30% 


27%  !   10% 


65% 


75% 


77% 


31ack 


55% 


38% 


19% 


20% 


43% 


35% 


ispanic 
ier 
VCAI 


43% 


29% 


18% 


29% 


20% 


38% 


38% 


47% 


48% 


38% 


25% 


30% 


32% 


45% 


VCATION 


71% 


48% 


19% 


12% 


55% 


76% 


81% 


51% 


55% 


13% 


19%      12% 


52% 


77% 


69% 


54% 


63% 


37% 


13%  !   15% 


48% 


78% 


74% 


iigh  School  or  Lower 


I 


me  College 


33% 


37% 


36% 


41% 


20% 


24% 


23% 


33% 


20% 


30% 


31% 


40% 


35% 


42% 


45% 


55% 


49% 


62% 


24% 


31% 


16%  I    9% 


47% 


25%  111% 


62% 


67% 


77% 


66% 


80% 


chelor's  Degree  or  Higher 


39% 


55% 


26% 


31% 


34% 


38% 


50% 


\COME 


60% 


75% 


31% 


31%  I   11% 


80% 


83% 


87% 


.ess  than  $20,000 


I 


),000-$49,999 


),000-$99,999 


100,000  or  More 


37% 


36% 


39% 


35% 


42% 


42% 


48% 


46% 


24% 


22% 


23% 


24% 


25% 


28% 


30% 


26% 


21% 


25% 


35% 


30% 


35% 


36% 


34% 


30% 


39% 


51% 


43% 


50% 


44% 


61% 


53% 


59% 


58% 


58% 


68% 


73% 


32% 


24% 


28% 


28% 


15%  I  12% 


42% 


24% 


27% 


33% 


9% 


65% 


10% 


79% 


86% 


74% 


74% 


79% 


81% 


73% 


75% 


85% 


85% 


MARITAL  STATUS 


1 


.nied 


dowed 


Separated 


i 


jvorced 


^er  Married 


34% 


45% 


35% 


39% 


37% 


44% 


64% 


38% 


47% 


36% 


22% 


45% 


22% 


25% 


17% 


29% 


38% 


26% 


32% 


24% 


29% 


36% 


10% 


33% 


22% 


36% 


52% 


30% 


45% 


27% 


43% 


44% 


38% 


44% 


48% 


42% 


48% 


53% 


53% 


59% 


63% 


69% 


50% 


62% 


56% 


28% 


50% 


24% 


28% 


22% 


26% 


28% 


20% 


9% 


64% 


12% 


50% 


18% 


52% 


21%  ;   10% 


54% 


17%  i   12% 


66% 


75% 


86% 


66% 


76% 


73% 


78% 


76% 


71% 


77% 


76% 


TOW  TO  READ  THIS  TABLE: 

^j  respondents  whose  education 


80%  of  all  respondents  with  a  Bachelor's  degree  reported  attending  at  least  one  live  performance,  compared  to  47%  of 
did  not  advance  past  a  High  School  degree. 


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DISCIPLINE 

an  in  the  Arts 
Combined) 

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61% 

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6% 

5% 

5% 

4% 

10% 

5% 

Theatre 

16% 

17% 

26% 

59% 

59% 

43% 

28% 

College  Facility 

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12% 

3% 

3% 

9% 

7% 

12% 

Performing  Arts  Facilities               37%       74%       95%       78%       81%       90%       57% 

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1% 

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0% 

0% 

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2% 

2% 

13% 

9% 

2% 

3% 

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1% 

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Clubs/Dinner  Theatre                     33%        2%         2%        14%        10%        3%         6% 

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10% 

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0% 

0% 

0% 

0% 

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0% 

1% 

0% 

0% 

1% 

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1% 

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0% 

0% 

0% 

0% 

1% 

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0% 

0% 

0% 

0% 

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Alternative  Venues                          25%       20%        3%         6%         7%         5%        28% 

Other 

5% 

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2% 

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0% 

0% 

0% 

0% 

0% 

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FOR  DEMOGRAPHIC  SUB-GROUPS 

12  Local  Surveys  of  Public  Participation  in  the  Arts 
(Weighted  Percentages  for  12  Sites  Combined) 

Table  4(c) 

35 

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26% 

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8% 

5% 

40  to  59 

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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 

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SAMPLE  DEMOGRAPHICS  BY  SITE 

12  Local  Surveys  of  Public  Participation  in  the  Arts 
(Unweighted  Sample  Data) 

Table  7(a) 
Raw  Data 

< 

a. 

« 

a 

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SP 
2 

CO 

1 

w 

CO 

00 
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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 
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responde 
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ata.  Min 

the  highe 
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fall  into  t 
>me  sites. 

he '18  to 

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roup. 

1 

SAMPLE  DEMOGRAPHICS  BY  SITE 

12  Local  Surveys  of  Public  Participation  in  the  Arts 
(Weighted  Sample  Data) 

1 

Table  7(b) 

Weighted 

Data 

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^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% 

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BY  DEMOGRAPHIC  CHARACTERISTICS 

12  Local  Surveys  of  Public  Participation  in  the  Arts 
(Weighted  Percentages  for  12  Sites  Combined) 

Table  9(a) 

Highest  Number  of  Times  Attended  Any  of  8  Core  Disciplines 

0  Times 

1  Time 

2  or  3 
Times 

4  or  5 
Times 

6+  Times 

Total 
Sample 

AGE 

18  to  29 

21% 

31% 

24% 

29% 

19% 

24% 
22% 
31% 
23% 

30  to  39 

22% 

24% 

25% 

17% 

18% 

40  to  59 

31% 

28% 

31% 

31% 

35% 

60  and  Over 

27% 

16% 

21% 

24% 

29% 

GENDER 

Male 

44% 

49% 

47% 

44% 

56% 

47% 
53% 

Female 

56% 

51% 

53% 

56% 

44% 

RACE 

White 

68% 

78% 

80% 

71% 

83% 

75% 
13% 

5% 
7% 

Black 

15% 

10% 

13% 

11% 

10% 

Hispanic 

7% 

7% 

3% 

7% 

3% 

Other 

10% 

5% 

5% 

11% 

5% 

EDUCATION 

High  School  or  Lower 

54% 

40% 

29% 

18% 

20% 

39% 
28% 
34% 

Some  College 

.    28% 

31% 

28% 

27% 

20% 

Bachelor's  Degree  or  Higher 

18% 

30% 

43% 

55% 

60% 

INCOME 

Less  than  $20,000 

46% 

22% 

21% 

15% 

19% 

30% 

44% 

21% 

6% 

$20,000-$49,999 

41% 

50% 

45% 

42% 

40% 

$50,000-$99,999 

12% 

24% 

26% 

29% 

31% 

$100,000  or  More 

2% 

4% 

7% 

14% 

11% 

MARITAL  STATUS 

Married 

53% 

52% 

59% 

58% 

60% 

55% 
8% 
3% 
10% 

25% 

Widowed 

10% 

6% 

6% 

5% 

6% 

Separated 

3% 

4% 

2% 

1% 

2% 

Divorced 

12% 

9% 

10% 

7% 

9% 

Never  Married 

22% 

30% 

24% 

29% 

23% 

NOTE:  Respondents  were  categorized  into  six  mutually  exclusive  groups  based  on  the  highest  number  of 
times  which  they  attended  any  of  the  8  "core"  disciplines. 

HOW  TO  READ  THIS  TABLE:  Respondents  whose  highest  frequency  of  attendance  was  4  or  5  times  were 
more  likely  to  have  incomes  over  $100,000,  compared  to  respondents  in  other  frequency  categories. 

NUMBER  OF  DISCIPLINES  ATTENDED 
BY  DEMOGRAPHIC  CHARACTERISTICS 

12  Local  Surveys  of  Public  Participation  in  the  Arts 
(Weighted  Percentages  for  12  Sites  Combined) 

Table  10 

Number  of  8  Core  Disciplines  Attended... 

None 

1 
Discipline 

2  or  3 
Disciplines 

4  or  5 
Disciplines 

6  to  8 
Disciplines 

Total 
Sample 

AGE 

18  to  29 

21% 

29% 

27% 

22% 

9% 

24% 
22% 
31% 
23% 

30  to  39 

22% 

26% 

21% 

19% 

11% 

40  to  59 

31% 

25% 

32% 

36% 

49% 

60  and  Over 

27% 

21% 

21% 

23% 

31% 

GENDER 

Male 

45% 

51% 

49% 

42% 

43% 

47% 

53%      i 

Female 

56% 

49% 

51% 

58% 

57% 

RACE 

White 

68% 

75% 

78% 

86% 

88% 

75% 
13% 

5%           ! 

7% 

Black 

15% 

13% 

12% 

9% 

6% 

Hispanic 

7% 

6% 

4% 

3% 

2% 

Other 

10% 

6% 

7% 

3% 

5% 

EDUCATION 

High  School  or  Lower 

54% 

41% 

27% 

14% 

7% 

39% 
28% 

34% 

Some  College 

28% 

32% 

27% 

21% 

24% 

Bachelor's  Degree  or  Higher 

18% 

28% 

46% 

65% 

69% 

INCOME 

Less  than  $20,000 

46% 

20% 

23% 

13% 

20% 

30% 

44% 

21% 

6% 

$20,000-$49,999 

41% 

54% 

44% 

35% 

26% 

$50,000-$99,999 

12% 

22% 

27% 

37% 

38% 

$100,000  or  More 

2% 

5% 

7% 

16% 

16% 

MARITAL  STATUS 

Married 

53% 

56% 

53% 

65% 

73% 

55% 
8% 
3% 
10% 
25% 

Widowed 

10% 

6% 

6% 

6% 

6% 

Separated 

3% 

1% 

4% 

2% 

2% 

Divorced 

12% 

9% 

9% 

7% 

8% 

Never  Married 

22% 

28% 

29% 

21% 

12% 

HOW  TO  READ  THIS  TABLE:  Of  those  respondents  who  attended  none  of  the  8  core  disciplines,  46% 
reported  incomes  less  than  $20,000,  compared  to  30%  for  the  total  sample. 

12  Local  Surveys  of  Arts  Participation 


Summary  Report 


B.         Sampling  Error 

Any  value  derived  from  the  use  of  sampling  methodologies  reflects  the  "true  but  unknown" 
values  which  occur  in  the  data.  For  example,  simply  because  the  mean  age  for  survey 
respondents  in  a  given  area  is  46,  this  number  is  not  absolute.  There  is  variability 
surrounding  this  "point  estimate"  -  since  it  was  derived  through  sampling  techniques  and  not 
through  a  census  of  the  entire  area.  Therefore,  a  standard  error  must  be  calculated  to  define 
the  area  surrounding  the  point  estimate  in  which  the  actual  "true  but  unknown"  value  lies. 
Two  different  types  of  error  rates  apply  to  different  analyses  of  the  data. 

1.  Single-Site  Error  Rates 

Comparison  of  rates  within  a  site  (for  example,  jazz  participation  rates  for  Dade  County  by 
race)  requires  that  standard  error  rates  be  calculated  based  on  the  unweighted  sample  size  for 
that  site  (usually  about  400,  but  600  for  Philadelphia).  For  a  sample  size  of  400,  at  the  95% 
confidence  level,  error  rates  will  range  from  about  2%  to  5%,  depending  on  the  survey 
percentage  in  question. 

For  example,  the  jazz  participation  rate  in  Dade  County  for  "White  (not 
Hispanic)"  is  22%,  while  the  same  rate  for  "Black/African  American"  is  9%. 
Are  these  rates  significantly  different?  Consult  the  table  below  entitled 
"Margin  of  Error  for  Single-Site  Percentages. "  For  a  sample  size  of  400 
and  a  survey  percentage  of  22%,  the  error  rate  is  3.92%.  Therefore,  we  are 
95%  confident  that  the  actual  rate  is  22%  +/-  3.92%;  or  from  18.1%  to 
25.9%.  Similarly,  the  applicable  error  rate  for  a  survey  percentage  of  9% 
with  a  sample  size  of  400  is  2.94%.  Since  the  two  ranges  do  not  overlap,  we 
can  conclude  that  jazz  participation  rates  for  Whites  and  African-Americans 
in  Dade  County  are  significantly  different  at  the  95%  confidence  level. 

Confidence  limits  from  this  table  should  be  used  to  evaluate  the  statistical  significance  of 
survey  percentages  within  a  site. 


Margin  of  Error  for  Single- Site  Percentages 

(95%  Confidence  Level) 

Sample  Size 

400                600* 

Survey  Percentage 

5%/95% 

2.14% 

1.71% 

10%/90% 

2.94% 

2.40% 

15%/ 85% 

3.50% 

2.86% 

20%/80% 

3.92% 

3.20% 

25%/75% 

4.24% 

3.46% 

30%/70% 

4.49% 

3.67% 

35%/65% 

4.67% 

3.87% 

40%/60% 

4.80% 

3.92% 

45%/55% 

4.88% 

3.98% 

50%/50% 

4.90% 

4.00% 

"Phildelphia  site  only 


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12  Local  Surveys  of  Arts  Participation Summary  Report 

2.  Multiple-Site  Error  Rates 

Different  standard  error  rates  apply  when  evaluating  the  statistical  significance  of  survey 
percentages  across  multiple  sites.  For  instance,  to  see  if  classical  music  participation  rates 
are  different  between  Las  Vegas  and  Reno  (and  other  sites),  confidence  limits  must  be 
calculated  based  on  the  entire  sample  size  for  all  12  sites  for  the  variable  in  question.  Unlike 
the  "Single-Site"  error  rates  discussed  above,  these  rates  will  allow  us  to  determine  whether 
survey  percentages  between  sites  are  significantly  different. 

For  each  of  the  common  variables  on  all  12  surveys,  a  standard  error  was  calculated  on  the 
total  number  of  respondents  answering  each  question,  at  the  95%  confidence  level.  A 
Standard  Error  Table  may  be  found  at  the  end  of  this  section.  Standard  error  figures  for  the 
various  participation  rates  ranged  from  .67%  to  1.38%.  The  correct  application  of  these 
standard  error  calculations  is  illustrated  in  the  following  example: 

The  classical  music  participation  rate  for  the  Las  Vegas,  NV  area  is  8.91%, 
while  the  classical  music  participation  rate  for  the  Reno,  NV  area  is  18.24% 
(weighted  percentages).  From  the  table  below,  the  standard  error  figure  for 
classical  music  participation  is  1.08%.  Therefore,  for  Las  Vegas,  we  are 
95%  confident  that  the  actual  participation  rate  falls  within  a  range  of 
1.08%  above  or  below  the  sampled  rate  of  8.91%.  The  same  standard  error 
figure  is  applied  to  the  Reno  data,  resulting  in  the  following  confidence 
limits: 

Site  Confidence  Limits         Confidence  Level 

Las  Vegas  7.83%  to  9.99%.  95% 

Reno  17.16%  to  19.32%  95% 

Since  there  is  no  overlap  between  the  confidence  limits,  we  can  conclude 
that  the  difference  between  classical  music  participation  in  Las  Vegas  and 
Reno  is  statistically  significant  at  the  95%  confidence  level.  If  the  exact 
sample  sampling  procedures  were  repeated  for  the  same  areas,  you  would 
expect  a  statistically  significant  difference  to  occur  95  times  out  of  100  times 
in  which  the  study  is  duplicated. 

Statistically  significant  differences,  on  the  95%  confidence  level,  occurred  between  locations 
for  all  of  the  core  participation  rates  (both  live  performance  and  media). 


94 


12  Local  Surveys  of  Arts  Participation 


Summary  Report 


12    Local    Surveys    of    Public    Participation    in    the    Arts 

STANDARD   ERROR   TABLES 

For    M  u  1 1  i  p  1  e  -  S  i  t  e    Comparisons 


VARIABLE 

NAME 

PARTICIPATION  RATES 

STANDARD 

VARIABLE  DESCRIPTION 

ERROR 

JAZZ 

Jazz  participation 

1.03%* 

CLASSIC 

Classical  music  participation 

1.08%* 

OPERA 

Opera  participation 

0.67%* 

MUSICAL 

Musical  stage  participation 

1.21%* 

PLAY 

Non-musical  stage  participation 

1.13%* 

BALLET 

Ballet  participation 

0.79%* 

ODANCE 

Other  Dance  participation 

0.88%* 

MUSEUM 

Visited  a  museum  or  art  gallery 

1.38%* 

FAIR 

Attended  an  art  fair  or  festival 

1.38%* 

PARK 

Visited  a  historic  park  or  monument 

1.38%* 

BOOKS 

Read  books 

1.18%* 

READPLAY 

Read  plays 

0.75%* 

READPOET 

Read  poetry 

1.30%* 

READNOV 

Read  novels 

1.29%* 

HEARPOET 

Listen  to  poetry 

1.02%* 

HEARNOV 

Listen  to  novels  or  books 

0.95%* 

TVJAZZ 

Watched  jazz  on  TV/VCR 

1.33%* 

TVCLASS 

Watched  classical  music  on  TV/VCR 

1.38%* 

TVOPERA 

Watched  operas  on  TV/VCR 

1.12%* 

TVMUS 

Watched  musicals  on  TV/VCR 

1.23%* 

TVPLAY 

Watched  stage  play  on  TV/VCR 

1.22%* 

TVDANCE 

Watched  dance  on  TV/VCR 

1.33%* 

TV  ART 

Watched  visual  arts  program  on  TV7VCR 

1.38%* 

LISJAZZ 

Listen  to  jazz  on  radio/recordings 

1.38%* 

LISCLASS 

Listen  to  classical  music  on  radio/recordings 

1.38%* 

LISOPERA 

Listen  to  opera  on  radio/recordings 

1.17%* 

LISMUS 

Listen  to  musicals  on  radio/recordings 

1.13%* 

MISPLAY 

Listen  to  stage  plays  on  radio/recordings 

0.79%* 

CINEMA 

Attend  movie  theaters  to  see  films 

1.19%* 

"Significant  differences,  on  the  95%  confidence  level,  occurred  between  locations. 


95 


12  Local  Surveys  of  Arts  Participation 


Summary  Report 


VARIABLE 

NAME 

FREQUENCY  OF  PARTICIPATION 
VARIABLE  DESCRIPTION 

STANDARD 
ERROR 

GOMORE 

Like  to  attend  arts  events  more  often 

1.24%* 

NJAZZ 

Number  of  times  attended  jazz 

3.40% 

NCLASSIC 

Number  of  times  attended  classical  music 

3.20% 

NOPERA 

Number  of  times  attended  opera 

5.50% 

NMUSICAL 

Number  of  times  attended  musicals 

2.71%* 

NPLAY 

Number  of  times  attended  stage  plays 

3.01%* 

NBALLET 

Number  of  times  attended  ballet 

4.58% 

NODANCE 

Number  of  times  attended  other  dance  types 

4.09%* 

NMUSEUM 

Number  of  times  attended  museum/gallery 

2.04%* 

NFAIR 

Number  of  times  attended  art  fair  or  festival 

1.88%* 

NPARK 

Number  of  times  attended  historic  park/monument 

2.03%* 

NBOOKS 

Number  of  books  read 

1.65%* 

NTVJAZZ 

Number  of  times  watched  jazz  on  TV/VCR 

2.40% 

NTVCLASS 

Number  of  times  watched  classical  music  on  TV/VCR 

2.26%* 

NTVOPERA 

Number  of  times  watched  opera  on  TV/VCR 

3.10% 

NTVMUS 

Number  of  times  watched  musicals  on  TV/VCR 

2.75% 

NTVPLAY 

Number  of  times  watched  stage  plays  on  TV/VCR 

2.79%* 

NTVDANCE 

Number  of  times  watched  dance  on  TV/VCR 

2.37% 

NTVART 

Number  of  times  watched  visual  arts  program  on  TV/VCR 

2.18%*        \ 

Y Significant  differences,  on  the  95%  confidence  level,  occurred  between  locations. 


VARIABLE 

NAME 

VENUE  TYPES  ATTENDED 

STANDARD 

VARIABLE  DESCRIPTION 

ERROR 

WJAZZ 

Jazz  venues 

3.38%* 

WCLASSIC 

Classical  music  venues 

3.17%* 

WOPERA 

Opera  venues 

5.57%* 

WMUSICAL 

Musical  venues 

2.70%* 

WPLAY 

Stage  play  venues 

3.00%* 

WBALLET 

Ballet  venues 

4.57%* 

WODANCE 

Other  dance  venues 

4.08%* 

"Significant  differences,  on  the  95%  confidence  level,  occurred  between  locations. 


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12  Local  Surveys  of  Arts  Participation 


Summary  Report 


VARIABLE 

NAME 

DEMOGRAPHICS 
VARIABLE  DESCRIPTION 

STANDARD 
ERROR 

HHSIZE 

Number  in  household 

1.39%*        | 

OVER  18 

Number  of  adults  18  or  older  in  household 

1.52%* 

AGE 

Age  of  respondent 

1.41%* 

EDUC 

Highest  education  level  completed 

1.38%* 

RACE 

Race  or  heritage 

1.38%* 

INCOME 

Household  income 

1.38%*        ! 

''Significant  differences,  on  the  95%  confidence  level,  occurred  between  locations. 


VARIABLE 

NAME 

OTHER  VARIABLE  DESCRIPTIONS 

STANDARD 
ERROR 

MORE1 

Want  to  attend  more....  (first  answer) 

1.38%* 

MOREMOST 

Want  to  attend  more  often  the  most 

1.54%* 

BAR1 

Reason  for  not  attending  (first  answer) 

1.63%* 

MOSTIMP 

Most  important  reason  for  not  attending 

1.88%* 

HOWIMP 

How  important  is  it  to  attend  arts  events 

1.38%* 

SCHOOLS 

How  important  is  art  in  schools 

1.38%* 

TVTYPE 

Cable  TV,  Network  TV  or  both 

2.64%*        | 

RATEINFO 

Adequacy  of  information 

1.38%* 

♦Significant  differences,  on  the  95%  confidence  level,  occurred  between  locations. 

NOTE:  The  standard  error  is  calculated  on  the  number  of  respondents  answering  each 
question  and  is  the  maximum  standard  error  for  each  question. 


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12  Local  Surveys  of  Arts  Participation Summary  Report 


C.         Methodological  Comparisons  Between  Local  and  National  Surveys 

Methodological  differences  between  the  12  Local  Surveys  and  the  1982,  1985  and  1992 
National  SPPA's  were  summarized  in  the  Methodology  section  of  this  report.  These  issues 
are  central  to  understanding  the  variation  in  participation  rates  between  surveys,  and  are 
discussed  in  greater  detail  here. 

1.  Sponsorship/Survey  Context 

The  12  Local  Surveys  and  the  National  SPPA's  were  presented  to  the  eligible 
respondents  in  a  significantly  different  manner,  which  may  have  affected  the 
respondents'  perception  of  the  two  studies  and,  therefore,  the  completion  rates  and 
quality  of  answers.  The  National  SPPA's  immediately  followed  surveys  on  crime,  an 
issue  that  affects  everyone  to  some  degree.  This  may  have  served  as  an  incentive  to 
participate  in  the  survey,  attracting  a  very  heterogeneous  group  representative  of  the 
general  public.  On  the  other  hand,  the  12  Local  Surveys  were  introduced  by  the 
interviewers  as  follows: 

"Hello,  this  is  (NAME)  calling  for  (LOCAL  SPONSOR)  about  a 
study  of  local  participation  in  the  Arts.  This  study  is  being  co- 
sponsored  by  the  National  Endowment  for  the  Arts. " 

Respondents  were  immediately  able  to  contextualize  the  survey  in  terms  of  their  own 
interests,  and  make  a  decision  to  proceed  or  hang  up.  Recent  publicity  surrounding 
the  NEA's  funding  of  controversial  art  may  also  have  had  some  bearing,  positive  or 
negative,  on  response  rates. 

2.  Random  Digit  Dialing  Telephone  Survey  Methodology 

Approximately  75%  of  the  interviews  for  the  '82  and  '85  national  SPPA's  were 
conducted  in  person  in  the  respondent's  home,  whereas  all  of  the  12  Local  SPPA 
households  were  sampled  by  telephone  using  a  random  digit  dialing  approach.  (The 
1992  SPPA  was  conducted  by  telephone,  unlike  the  earlier  SPPA's,  although  other 
aspects  of  the  methodology  remained  constant.)  Four  concerns  arise  from  these 
differences  in  sampling  methodologies: 

A.  Very  simply,  telephone  interviews  can  be  (and  frequently  are)  terminated  by 
the  respondent  at  any  time  for  any  reason.  Response  rates  for  the  12  Local 
Surveys  ranged  from  40%  to  52%,  indicating  that  up  to  1,000  households 
were  contacted  in  some  markets  to  achieve  400  completed  interviews. 
(These  response  rates  are  not  unusual  for  telephone  surveys  of  this  type.) 
Respondents  with  an  interest  in  the  survey  subject  matter  are  more  likely  to 
complete  the  interview,  a  source  of  upward  bias  in  the  final  data  set. 
Respondents  who  were  interviewed  in  person  (in  their  own  homes)  for  the 
'82  and  '85  SPPA's  found  it  more  difficult  to  terminate  the  interview, 
regardless  of  their  interest  or  disinterest  in  the  arts. 

B.  Households  without  telephones  were  excluded  from  the  Local  samples.  It  is 
assumed  that  households  without  telephones  generally  exhibit  different 
demographic  characteristics  (i.e.  lower  income,  education,  etc.)  than 

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12  Local  Surveys  of  Arts  Participation Summary  Report 

households  with  telephones,  and  consequently  are  less  likely  to  be  arts 
participators.  This  potential  source  of  bias  arising  from  non-response  was 
addressed  by  Abt  Associates  in  their  post-stratification  weighting  procedure. 

C.         The  great  increase  in  telemarketing  and  telephone  solicitations  of  all  kinds 
has  created  a  negative  context  for  bonafide  telephone  survey  research.  For 
example,  telemarketers  sometimes  introduce  themselves  as  researchers,  and 
what  begins  as  a  survey  turns  into  a  sales  pitch.  Generally,  this  increases  the 
amount  of  resistance  to  telephone  survey  participation,  except  among  those 
with  an  interest  in  the  subject  matter.  Bias  resulting  from  resentment  or 
mistrust  of  interviewers  cannot  be  measured,  but  nevertheless  is  a  reality  of 
telephone  research. 

3.  Respondent  Eligibility 

Another  primary  difference  between  the  12  Local  Surveys  and  the  National  studies  is 
respondent  eligibility.  For  the  National  SPPA's,  all  adults  (18+)  in  the  sampled 
households  were  eligible  respondents,  and  less  than  15%  to  20%  of  eligible 
respondents  were  not  interviewed.  For  the  12  Local  Surveys,  only  the  one  adult 
(18+)  in  the  household  with  the  most  recent  birthday  was  the  eligible  respondent. 
Although  the  procedure  of  selecting  the  person  with  the  most  recent  birthday  assures 
a  random  selection  of  adults  within  the  sampled  households,  this  procedure  also 
creates  a  convenient  excuse  for  uninterested  but  eligible  respondents  to  terminate  the 
call.  If  the  desired  respondent  was  not  available  at  the  time  of  the  initial  call,  an 
attempt  was  made  to  schedule  a  return  call.  However,  "Respondent  Never 
Available"  was  included  on  the  telephone  interview  script  as  a  reason  to  terminate 
the  call  after  callback  procedures  were  exhausted. 

In  contrast  to  the  National  SPPA's,  this  procedure  creates  a  barrier  to  reaching  the 
eligible  respondent,  providing  an  opportunity  for  disinterested  individuals  to  self- 
select  themselves  out  of  the  sample.  Conversely,  this  also  provides  an  opportunity 
for  those  with  an  interest  in  the  arts  to  stick  with  the  interview  protocol. 

4.  Out-of-Town  Arts  Participation 

None  of  the  arts  participation  surveys,  either  local  or  national,  asked  respondents  to 
distinguish  between  local  and  out-of-town  arts  participation.  With  the  national 
surveys,  this  distinction  was  unnecessary,  because  the  results  were  generalized  to  the 
U.S.  population.  However,  the  issue  of  out-of-town  arts  participation  becomes 
relevant  given  the  geographical  definitions  of  the  12  local  sites.  Several  issues  arise, 
particularly  in  light  of  the  effort  to  reconcile  the  supply  of  local  arts  activity  with 
sampled  arts  participation  rates. 

First,  the  sampled  geographies  (12  local  sites)  may  be  close  to  other  cities  with  arts 
activity.  For  example,  Sedona,  AZ  residents  commonly  drive  to  Flagstaff  for  arts 
presentations  sponsored  by  Northern  Arizona  University.  Therefore,  arts 
participation  rates  for  Sedona  respondents  do  not  relate  exclusively  to  the  supply  of 
arts  activity  in  Sedona.  Presumably,  local  participation  rates  would  be  lower  if  out- 
of-town  attendance  was  discounted.  Conversely,  in  areas  where  tourism  is  a  major 
factor,  local  arts  participation  rates  explain  only  a  fraction  of  arts  activity  (e.g.,  Las 
Vegas,  NV). 

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12  Local  Surveys  of  Arts  Participation Summary  Report 


Secondly,  several  of  the  sampled  areas  (i.e.,  Broward  and  Dade  Counties)  have 
significant  populations  of  seasonal  residents,  who  also  may  attend  arts  events  in 
another  area.  The  12  Local  Surveys  were  conducted  during  the  winter  months  when 
seasonal  residents  tend  to  be  in  Florida.  Survey  results  show  that  10%  of  Broward 
County  respondents  identified  themselves  as  "snowbirds,"  versus  6%  for  Dade 
County.  These  respondents,  who  maintain  two  residences  and  fall  into  higher  age 
brackets,  are  more  likely  to  report  higher  attendance  levels. 

Out  of  town  arts  participation  is  not  a  source  of  methodological  bias,  since  the  issue 
was  treated  consistently  between  the  12  local  surveys.  However,  it  may  explain 
some  of  the  variation  in  participation  rates  between  sites. 

5.  Termination  Due  to  Language  Barrier 

For  the  12  Local  Surveys,  an  unknown  number  of  calls  were  terminated  immediately 
due  to  a  language  barrier  [figures  not  released  by  Abt  Associates],  although  some 
interviews  were  conducted  in  Spanish  for  the  Dade,  Broward,  and  San  Jose  sites. 
Participation  rates  in  the  traditional  arts  disciplines  are  generally  lower  among  non- 
English  speaking  immigrant  groups,  for  cultural  and  socioeconomic  reasons  - 
another  possible  source  of  upward  bias.  Little  mention  is  made  in  the  1982  and  1985 
SPPA  reports  about  language  barriers,  except  that  interpreters  were  made  available, 
if  necessary.1 

6.  Sampling  Periods  vs.  Seasonality  of  Arts  Activity 

The  National  SPPA's  were  conducted  over  longer  periods  of  time  than  the  12  Local 
Surveys.  The  1982  and  1992  SPPA's  were  conducted  over  a  calendar  year,  with  an 
even  distribution  of  interviews  each  month,  while  the  1985  SPPA  involved  data 
collection  only  during  the  first  six  months  of  1985  (January  -  June),  which  includes 
months  of  both  high  and  low  arts  activity.  (Arts  programming  drops  off  sharply 
during  the  summer  months,  particularly  with  respect  to  traditional  programming.) 
The  12  Local  Surveys  were  conducted  during  one  of  the  most  active  3-month  periods 
for  arts  programming,  mid-February  through  mid-May. 

Recent  attendance  may  be  more  easily  recalled  by  respondents,  raising  the  possibility 
of  higher  participation  rates  for  respondents  interviewed  during  the  performing  arts 
season. 

7.  Weighting 

The  weighting  procedures  performed  on  the  raw  data  by  Abt  Associates  had  a 
significant  impact  on  participation  rates.  Consistently,  weighted  participation  rates 
are  lower  than  unweighted  participation  rates,  typically  by  several  percentage  points, 
but  occasionally  by  large  numbers.  The  following  data  for  Sedona,  AZ  illustrates  an 
extreme  example  of  the  effect  of  weighting: 


Purvey  of  Public  Participation  in  the  Arts:  Volume  I.  Project  Report.  John  P.  Robinson  and  others,  March 
1987,  page  25. 

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12  Local  Surveys  of  Arts  Participation Summary  Report 

Classical  Music  Participation  -  Sedona,  AZ 

Unweighted  Sample  (raw  data)  27.9% 

Weighted  Percentage 16.7% 

Variance  11.2% 

Sample  data  was  first  weighted  for  the  number  of  adults  in  the  sampled  household. 
This  procedure  alone  would  tend  to  exaggerate  the  bias  resulting  from  other  sources. 
The  second  weighting  procedure  adjusted  the  data  to  bring  the  sample  distribution 
into  closer  agreement  with  the  actual  distribution  of  age,  race,  gender,  and  household 
income  for  each  site,  to  correct  for  potential  bias  arising  from  non-response,  and  to 
adjust  the  sample  for  non-coverage  of  households  without  telephones. 

Bias  resulting  from  a  number  of  sources  led  to  samples  with  substantially  different 
demographics  (i.e.,  race,  income,  education  levels)  than  the  actual  figures  for  the 
sampled  geographies.  Given  these  large  discrepancies,  it  appears  that  the  post- 
stratification  weighting  procedure  resulted  in  some  large  downward  adjustments  to 
the  original  data.  Despite  this,  weighted  participation  rates  are  still  much  higher  than 
comparable  rates  from  the  '82  and  '85  SPPA's.  Unweighted  participation  rates  for  the 
12  Local  Surveys,  although  not  used  for  this  analysis,  differ  even  more  with  the  '82 
and  '85  SPPA  figures. 

D.         Survey  Design  Comparisons:  12  Local  Surveys  vs.  National  SPPA's 

The  12  Local  Surveys  differ  significantly  from  the  1982  and  1985  National  SPPA's  from  a 
design  standpoint,  although  the  1992  SPPA  is  more  consistent  with  the  Local  Surveys. 
Beyond  the  addition  and  deletion  of  whole  questions,  a  variety  of  both  subtle  and  obvious 
changes  were  made  in  the  wording  of  questions.  In  some  cases,  these  changes  may  have 
affected  the  comparability  of  data  across  surveys.  Some  of  the  design  differences  between 
these  surveys  are  discussed  below. 

1.  Qualifications  to  Participation 

The  12  Local  Surveys  and  the  1992  SPPA  ask  respondents  not  to  include  grade 
school  or  high  school  functions  for  all  the  disciplines,  whereas  the  1982  and  1985 
SPPA's  only  make  this  request  for  'musical  play  or  operetta'  and  'non-musical  play'. 

2.  Literature  Participation 

Questions  relating  to  literature  participation  were  also  treated  differently.  The  1982 
and  1985  SPPA's  included  three  questions  about  literature;  one  inquiring  about  the 
reading  of  novels,  short  stories  or  plays,  the  second  asking  if  the  respondent  has  read 
any  books  or  magazines,  and  the  third  asking  about  reading  or  listening  to  poetry. 

The  12  Local  Surveys  and  the  1992  SPPA  are  more  specific  about  literature 
participation,  asking  separately  about  reading  of  plays,  poetry,  and  novels  or  short 
stories,  in  addition  to  asking  if  the  respondent  read  any  books  over  the  past  year, 
excluding  books  required  for  work  or  school,  and  if  so,  the  number  of  books  read. 
The  12  Local  Surveys  add  separate  questions  about  listening  to  readings  of  poetry  or 
novels/books,  either  recorded  or  live.  These  differences  complicate  direct 


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12  Local  Surveys  of  Arts  Participation Summary  Report 

comparisons  of  literature  participation  rates  between  the  12  Local  Surveys  and  the 
1982  and  1985  National  SPPA's. 

Dance  (other  than  Ballet)  was  added  as  a  new  category  of  participation  on  the  12 
Local  Surveys  and  the  1992  SPPA.  Comparative  data  is  not  available  from  the  1982 
and  1985  SPPA's. 

3.  Arts  Participation  through  the  Media 

The  national  SPPA's  use  a  series  of  questions  to  query  arts  participation  through  the 
media.  For  each  of  the  core  disciplines,  respondents  were  asked  about: 

(a)  TY7VCR  participation 

(b)  If  yes,  TV,  VCR,  or  Both?  (1992  version  only) 

(b)  If  yes,  frequency  of  participation  (1992  version  only) 

(c)  Radio  participation 

(d)  Audio  media  (record,  tape,  CD)  participation. 

The  12  Local  Surveys  combine  radio  with  other  audio  media  and  ask  the  questions  in 
a  different  order.  Therefore,  data  for  arts  participation  through  audio  media 
(including  radio)  is  not  comparable  between  the  12  Local  Studies  and  the  national 
SPPA's. 

With  respect  to  dance  participation  through  the  media,  the  1982  and  1985  SPPA's 
asked  only  about  Ballet  participation  on  TV,  whereas  the  1992  SPPA  and  the  12 
Local  Surveys  combine  all  types  of  dance  (i.e.,  "ballet,  modern,  folk,  or  tap"). 
Further,  the  1992  SPPA  (only)  explicitly  excludes  music  videos. 

Media  participation  questions  on  the  1982  and  1985  SPPA's  were  included  as  a 
"rotating"  module,  and  were  not  asked  of  all  respondents.  Conversely,  media 
participation  questions  were  asked  of  all  respondents  to  the  1992  SPPA  and  the  1 2 
Local  Surveys. 

Several  other  details:  In  the  1982  and  1985  SPPA's,  VCRs  were  not  specified  as  an 
acceptable  form  of  media  participation.  The  SPPA  question  about  watching 
musicals/operettas  on  TV  instructs  the  respondent  to  exclude  any  movie  versions, 
while  the  12  Local  Surveys  do  not  contain  this  exclusion.  The  1992  SPPA  (only) 
also  instructs  respondents  to  exclude  movies,  situation  comedies,  and  TV  series  for 
reporting  TV/VCR  participation  for  non-musical  stage  plays. 

4.  Film  Participation 

With  respect  to  film  participation,  the  National  SPPA's  are  simple  and  direct: 
"During  the  LAST  12  MONTHS  did  YOU  go  out  to  the  movies?"  (verbatim).  Some 
respondents,  however,  may  have  included  going  out  to  a  friends  house  to  watch  a 
movie  (VCR),  or  a  movie  shown  in  a  college  dormitory  or  student  union,  etc.  The 
12  Local  Surveys  add  an  exclusion:  "Do  not  include  movies  you  have  watched  on  a 
VCR  or  at  some  other  place  other  than  a  movie  theatre." 


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12  Local  Surveys  of  Arts  Participation Summary  Report 

5.  Frequency  of  Attendance 

Data  relating  to  the  frequency  of  participation  in  the  various  disciplines  is  non- 
comparable  across  surveys.  The  1982  and  1985  SPPA's,  after  asking  about 
participation  over  the  past  year,  asked  how  many  times  the  respondent  had  attended 
in  the  last  month.  Responses  were  coded  as  follows: 

1.  None 

2.  1  time 

3.  2  or  3  times 

4.  4  or  5  times 

5.  6  or  more  times 

The  1992  SPPA  and  the  12  Local  Surveys,  however,  ask  respondents  how  many 
times  they  attended  during  the  last  12  months,  maintaining  the  same  time  frame  (one 
year)  as  for  the  related  participation  question.  Responses  were  open-ended,  rather 
than  categorized  (any  number  was  an  acceptable  answer).  Thus,  frequency  of 
attendance  data  from  the  1982  and  1985  SPPA's  is  categorical  and  for  the  period  of  a 
month,  while  frequency  of  attendance  data  from  the  1992  SPPA  and  the  12  Local 
Surveys  is  continuous  and  for  the  period  of  a  year. 

6.  Types  of  Venues  Attended 

The  12  Local  Surveys  asked  all  respondents  who  reported  any  attendance  in  a  given 
discipline  to  identify  the  type  of  performance  venue  where  they  last  attended.  This 
process  was  repeated  for  each  discipline.  In  contrast,  one  of  the  "rotating"  modules 
of  the  1982  and  1985  SPPA's  asked  respondents  to  identify  all  venue  types  utilized 
over  the  past  year,  for  all  disciplines,  in  one  question.  The  1992  SPPA  drops  the 
subject  altogether.  Thus,  data  on  facility  utilization  from  the  12  Local  Surveys  are 
unique. 

7.  Reasons  for  Not  Attending  More  Often 

One  of  the  rotating  modules  of  the  1982  and  1985  SPPA's  was  devoted  to  "barriers 
to  participation".  Separate  questions  were  asked  for  each  discipline,  whereas  the  12 
Local  Surveys  only  ask  about  barriers  to  arts  participation  in  general.  The  1992 
SPPA  drops  the  topic.  The  list  of  reasons  for  not  attending  more  often  is 
comparable,  with  the  exception  of  'cost'.  The  12  Local  Surveys  distinguish  between 
the  cost  of  tickets  and  the  overall  cost  of  attending  events,  whereas  the  1982  and 
1985  SPPA's  mention  'cost'  without  further  specification. 

In  addition,  several  of  the  responses  are  different.  'Lack  of  Interest'  and  'Just  don't 
get  around  to  it'  are  included  in  the  12  Local  Surveys,  whereas  Procrastination/Lack 
of  Motivation'  is  the  most  comparable  response  on  the  1982  and  1985  SPPA  forms. 
Also,  Teel  Uncomfortable'  is  a  coded  response  on  the  National  but  not  the  Local 
surveys. 

8.  Interest  in  Attending  More  Often 

Different  time  frames  surround  these  questions.  Whereas  the  1982  and  1985  SPPA's 
ask  what  the  respondent  would  like  to  do  more  often  than  what  he  or  she  has  done 

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12  Local  Surveys  of  Arts  Participation Summary  Report 

during  the  last  12  months,  the  12  Local  Surveys  and  the  1992  SPPA  ask  respondents 
what  types  of  events  they  would  like  to  attend  'more  often  than  you  do  now'. 

This  section  addresses  a  limited  number  of  survey  design  issues  relevant  to  the  12  Local 
Studies.  Numerous  other  design  issues  (esp.  with  regard  to  socialization,  other  leisure 
activities,  etc.)  are  not  treated  here  because  they  do  not  pertain  to  questions  common  to  the 
12  Local  Studies. 


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12  Local  Surveys  of  Arts  Participation Summary  Report 

E.         Survey  Form 

As  noted  in  the  report,  each  of  the  12  survey  instruments  were  different.  In  addition  to  "core 
questions"  relating  to  arts  participation  and  related  topics,  each  survey  also  included  other  questions 
of  special  interest  to  the  local  sponsor.  These  questions  covered  a  variety  of  topics,  including: 

awareness  of  local  arts  institutions 

culturally-diverse  programming 

participation  in  other  leisure  activities 

ticket  purchasing  behaviors 

additional  probing  of  barriers  to  attendance 

additional  probing  of  local  media  preferences 

musical  preferences 

perceived  need  for  new  facilities 

interest  in  continuing  education  programs 

other  topics 

Since  the  scope  of  this  report  is  limited  to  data  collected  across  all  12  sites,  only  the  "Core 
Questionnaire"  is  reproduced  here.  Local  survey  instruments  in  their  complete  form  may  be  obtained 
by  writing  the  Research  Office  of  the  National  Endowment  for  the  Arts,  1 100  Pennsylvania  Ave., 
N.W.,  Washington  DC,  20506 


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LOCAL  SURVEYS  OF  PARTICIPATION  IN  THE  ARTS 
Core  Questionnaire 


The  following  questions  are  about  your  activities  during  the  last  12  months— between 
1 ,  1 9_,  and ,  1 9_. 

1 .       With  the  exception  of  elementary  or  high  school  performances,  did  you  go  to  a  live  jazz 
performance  during  the  last  12  months? 

YES  (ASK  A-B) 1 

NO  (GO  TO  Q.2) 2 

A.  About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 

B.  In  what  type  of  place  or  facility  did  you  see  this  (most  recent)  performance?  IF 
R  OFFERS  THE  SPECIFIC  NAME  OF  A  FACILITY  BUT  CANNOT  CATEGORIZE  IT 
BY  TYPES  GIVEN  BELOW,  WRITE  THE  NAME  GIVEN. 

Church,  synagogue,  mosque,  other  facility  associated 

with  a  religious  organization    1 

Civic  center 2 

Coffee  house 3 

College  facility 4 

Concert  hall,  opera  house   5 

Dinner  theater 6 

Elementary  or  high  school  facility 7 

Library    8 

Museum  or  art  gallery 9 

Nightclub/Jazz  club    10 

Park  or  other  open-air  facility 11 

Theater 12 

Town  hall,  city  hall 13 

The  "Y"  (YMCA,  YWCA,  YMHA,  YWHA,  etc.)     14 

OTHER  (SPECIFY) 96 


2.  With  the  exception  of  elementary  or  high  school  performances,  did  you  go  to  a  live 
classical  music  performance  such  as  symphony,  chamber,  or  choral  music  during  the 
last  1 2  months? 

YES  (ASK  A-B) 1 

NO  (GO  TO  Q.3) 2 

A.       About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 


B.  In  what  type  of  place  or  facility  did  you  see  this  (most  recent)  performance?  IF 
R  OFFERS  THE  SPECIFIC  NAME  OF  A  FACILITY  BUT  CANNOT  CATEGORIZE  IT 
BY  TYPES  GIVEN  BELOW,  WRITE  THE  NAME  GIVEN. 

Church,  synagogue,  mosque,  other  facility  associated 

with  a  religious  organization    1 

Civic  center 2 

Coffee  house 3 

College  facility 4 

Concert  hall,  opera  house 5 

Dinner  theater 6 

Elementary  or  high  school  facility 7 

Library    8 

Museum  or  art  gallery 9 

Nightclub/Jazz  club    10 

Park  or  other  open-air  facility 11 

Theater 12 

Town  hall,  city  hall 13 

The  "Y"  (YMCA,  YWCA,  YMHA,  YWHA,  etc.)     14 

OTHER  (SPECIFY) 96 


3.       (With  the  exception  of  elementary  or  high  school  performances,)  Did  you  go  to  a  live 
opera  during  the  last  12  months? 

YES  (ASK  A-B) 1 

NO  (GO  TO  Q.4) 2 

A.      About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 


B.  In  what  type  of  place  or  facility  did  you  see  this  (most  recent)  performance?  IF 
R  OFFERS  THE  SPECIFIC  NAME  OF  A  FACILITY  BUT  CANNOT  CATEGORIZE  IT 
BY  TYPES  GIVEN  BELOW,  WRITE  THE  NAME  GIVEN. 

Church,  synagogue,  mosque,  other  facility  associated 

with  a  religious  organization    1 

Civic  center 2 

Coffee  house 3 

College  facility 4 

Concert  hall,  opera  house   5 

Dinner  theater 6 

Elementary  or  high  school  facility 7 

Library 8 

Museum  or  art  gallery 9 

Nightclub/Jazz  club    10 

Park  or  other  open-air  facility 11 

Theater 12 

Town  hall,  city  hall 13 

The  "Y"  (YMCA,  YWCA,  YMHA,  YWHA,  etc.)     14 

OTHER  (SPECIFY) 96 


4.       (With  the  exception  of  elementary  or  high  school  performances,)  Did  you  go  to  a  live 
musical  stage  play  or  an  operetta  during  the  last  12  months? 

YES  (ASK  A-B) 1 

NO  (GO  TO  Q.5) 2 

A.      About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 


B.  In  what  type  of  place  or  facility  did  you  see  this  (most  recent)  performance?  IF 
R  OFFERS  THE  SPECIFIC  NAME  OF  A  FACILITY  BUT  CANNOT  CATEGORIZE  IT 
BY  TYPES  GIVEN  BELOW,  WRITE  THE  NAME  GIVEN. 

Church,  synagogue,  mosque,  other  facility  associated 

with  a  religious  organization    1 

Civic  center 2 

Coffee  house 3 

College  facility 4 

Concert  hall,  opera  house 5 

Dinner  theater 6 

Elementary  or  high  school  facility 7 

Library    8 

Museum  or  art  gallery 9 

Nightclub/Jazz  club    10 

Park  or  other  open-air  facility 11 

Theater 12 

Town  hall,  city  hall 13 

The  "Y"  (YMCA,  YWCA,  YMHA,  YWHA,  etc.)     14 

OTHER  (SPECIFY) 96 


5.       (With  the  exception  of  elementary  or  high  school  performances,)  Did  you  go  to  a  live 
performance  of  a  non-musical  stage  play  during  the  last  1 2  months? 

YES  (ASK  A-B) 1 

NO  (GO  TO  Q.6) 2 

A.      About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 


B.  In  what  type  of  place  or  facility  did  you  see  this  (most  recent)  performance?  IF 
R  OFFERS  THE  SPECIFIC  NAME  OF  A  FACILITY  BUT  CANNOT  CATEGORIZE  IT 
BY  TYPES  GIVEN  BELOW,  WRITE  THE  NAME  GIVEN. 

Church,  synagogue,  mosque,  other  facility  associated 

with  a  religious  organization    1 

Civic  center 2 

Coffee  house 3 

College  facility 4 

Concert  hall,  opera  house   5 

Dinner  theater 6 

Elementary  or  high  school  facility 7 

Library    8 

Museum  or  art  gallery 9 

Nightclub/Jazz  club    10 

Park  or  other  open-air  facility 11 

Theater 12 

Town  hall,  city  hall 13 

The  "Y"  (YMCA,  YWCA,  YMHA,  YWHA,  etc.)     14 

OTHER  (SPECIFY) 96 


6.       (With  the  exception  of  elementary  or  high  school  performances,)  Did  you  go  to  a  live 
ballet  performance  during  the  last  1 2  months? 

YES  (ASK  A-B) 1 

NO  (GO  TO  Q.7) 2 

A.      About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 


B.  In  what  type  of  place  or  facility  did  you  see  this  (most  recent)  performance?  IF 
R  OFFERS  THE  SPECIFIC  NAME  OF  A  FACILITY  BUT  CANNOT  CATEGORIZE  IT 
BY  TYPES  GIVEN  BELOW,  WRITE  THE  NAME  GIVEN. 

Church,  synagogue,  mosque,  other  facility  associated 

with  a  religious  organization    1 

Civic  center 2 

Coffee  house 3 

College  facility 4  , 

Concert  hall,  opera  house 5 

Dinner  theater 6 

Elementary  or  high  school  facility 7 

Library    8 

Museum  or  art  gallery 9 

Nightclub/Jazz  club    10 

Park  or  other  open-air  facility 11 

Theater 12 

Town  hall,  city  hall 13 

The  "Y"  (YMCA,  YWCA,  YMHA,  YWHA,  etc.)     14 

OTHER  (SPECIFY) 96 


(With  the  exception  of  elementary  or  high  school  performances,)  Did  you  go  to  a  live 
dance  performance  other  than  ballet,  such  as  modern,  folk,  or  tap,  during  the  last  12 
months? 

YES  (ASK  A-B) 1 

NO  (GO  TO  Q.8) 2 

A.      About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 


6 


B.  In  what  type  of  place  or  facility  did  you  see  this  (most  recent)  performance?  IF 
R  OFFERS  THE  SPECIFIC  NAME  OF  A  FACILITY  BUT  CANNOT  CATEGORIZE  IT 
BY  TYPES  GIVEN  BELOW,  WRITE  THE  NAME  GIVEN. 

Church,  synagogue,  mosque,  other  facility  associated 

with  a  religious  organization    1 

Civic  center 2 

Coffee  house 3 

College  facility 4 

Concert  hall,  opera  house   5 

Dinner  theater 6 

Elementary  or  high  school  facility 7 

Library    8 

Museum  or  art  gallery 9 

Nightclub/Jazz  club  coffee  house 10 

Park  or  other  open-air  facility 11 

Theater 12 

Town  hall,  city  hall 13 

The  "Y"  (YMCA,  YWCA,  YMHA,  YWHA,  etc.)     14 

OTHER  (SPECIFY) 96 


8.  During  the  last  12  months,  did  you  visit  an  art  museum  or  gallery? 

YES  (ASK  A)    1 

NO  (GO  TO  Q.9) 2 

A.      About  how  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 

9.  (During  the  last  12  months,)  Did  you  visit  an  art  fair  or  festival  or  craft  fair  or  festival? 

YES  (ASK  A)    1 

NO  (GO  TO  Q.10) 2 

A.       How  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 

1 0.  (During  the  last  1 2  months,)  Did  you  visit  an  historic  park  or  monument  or  tour  buildings 
or  neighborhoods  for  their  historic  or  design  value? 

YES  (ASK  A)    1 

NO  (GOTO  Q.11) 2 

A.       How  many  times  did  you  do  this  during  the  last  12  months? 

NUMBER  OF  TIMES 


1 1 .  With  the  exception  of  books  required  for  work  or  school,  did  you  read  any  books  during 
the  last  1 2  months? 

YES  (ASK  A)    1 

NO  (GO  TO  Q.12) 2 

A.      About  how  many  books  did  you  read  during  the  last  12  months? 

Number  of  books 

12.  (During  the  last  12  months,)  Did  you  read  any... 

YES  NO 

Plays? 1  2 

Poetry? 1  2 

Novels  or  short  stories? 1  2 

13.  (During  the  last  12  months,)  Did  you  listen  to: 

YES  NO 

A  reading  of  poetry,  either  live  or  recorded?    1  2 

A  reading  of  novels  or  books,  either  live  or  recorded? 1  2 


8 


1 4.  During  the  last  1 2  months,  have  you  watched  any  of  the  following  on  television  or  video 
(VCR)  tape? 

A.    How  many  times 
Watched  in  did  you  do  this 

Type  of  Performance  past  1 2  months?  in  past  1 2  months? 

A  jazz  performance?  YES 1  =>      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     <r^  4U*>    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<?tf(DA 
\     SlTtS 
LpivLY^ 


YEAR-ROUND    1 

PART  OF  YEAR    2 

OTHER  (SPECIFY) 3 


For  how  many  years  have  you  lived  in  Florida  (either  year-round  or  for  part  of  the  year)? 

STTtS  YEARS 

Including  yourself,  how  many  people  live  in  your  household? 

NUMBER  IN  HOUSEHOLD 

IF"1"  ONLY,  GO  TOO.  4. 
A.       How  many  people  in  your  household  are  1 8  years  old  or  older? 

NUMBER 


4.  How  old  were  you  on  your  last  birthday? 

YEARS 

5.  Are  you  currently... 

married,    1 

widowed,    2 

separated    3 

divorced,  or     4 

never  married    5 

6.  What  is  the  highest  grade  of  school  or  highest  degree  you  have  completed?  (DO  NOT 
READ  CATEGORIES.) 

No  school    1 

Grades  K-8    2 

Grades  9-11     3 

Completed  high  school  (or  GED) 4 

Vocational  school  (after  high  school)    5 

Some  college  or  Associates  Degree    6 

Bachelors  Degree 7 

Some  graduate  school     8 

Graduate  degree    9 

Other  (SPECIFY) .  10 


15 


7.       Which  of  the  following  best  describes  your  race  or  heritage?   Do  you  consider  yourself 
to  be... 

White,  non-Hispanic,     1 

Black  or  African-American,    2 

Hispanic, 3 

Caribbean  islander  (SPECIFY) 4 

Central  American  (SPECIFY) 5 

South  American  (SPECIFY) 6 

Native  American  or  Alaskan, 7 

Asian,  Pacific  Islander,  Filipino,  or    8 

Something  else?  (SPECIFY) 9 


8.  Which  of  the  following  categories  best  describes  your  household's  total  family  income 
in  1991? 

Less  than  $10,000 1 

$10,000  to  $14,999    2 

$15,000  to  $19,999    4 

$20,000  to  $29,999    5 

$30,000  to  $49,999    6 

$50,000  to  $74,999    7 

$75,000  to  $99,999    8 

$100,000  or  more 9 

9.  What  is  your  zip  code? 

ZIP  CODE 

10.  INTERVIEWER  OBSERVATION: 

R  is  MALE 1 

R  is  FEMALE    2 


16 


12  Local  Surveys  of  Arts  Participation Summary  Report 

F.  Bibliography:  Public  Participation  in  the  Arts 

The  following  bibliography  was  prepared  by  the  Research  Division  of  the  National 
Endowment  for  the  Arts. 

Abreu,  Dan;  Friedman,  Andrea;  Logan,  Catrina;  Reinhart,  Kay;  andZiff,  Charles,  Survey  of  Public 
Participation  in  the  Arts:  Musical  Theatre.  Operetta,  and  Opera  Attendees.  National  Endowment  for 
the  Arts,  1987 

Andreasen,  Alan  R.,  Expanding  the  Audience  for  the  Performing  Arts.  National  Endowment  for  the 
Arts  and  Seven  Locks  Press,  Washington,  DC  1991 

Andreasen,  Alan  R.  and  Belk,  Russell  W.,  "The  Effect  of  Family  Life  Cycle  on  Arts  Patronage," 
Journal  of  Cultural  Economics.  6:2,  pp.  25-35. 

Arts  for  America/NALAA,  The  Arts  in  Rural  Areas.  Washington,  DC  1988. 

Balfe,  Judith  H.  and  Heine,  Joni  Cherbo,  editors,  Arts  Education  Beyond  the  Classroom.  ACA 
Books,  New  York,  1988. 

Balfe,  Judith  H.  "Social  Mobility  and  Modern  Art"  Social  Movements.  Conflict  and  Change.  Vol.  4 
(1981),  pp  235-251. 

Bamossy,  Gary,  "Socializing  Experiences  as  Predictors  of  Performing  Arts  Patronage  Behavior," 
Journal  of  Cultural  Economics.  6:2,  pp.  37-43 

Baumol,  William  J.  and  Bowen,  William  G.,  Performing  Arts:  The  Economic  Dilemma.  The 
Twentieth  Century  Fund,  New  York,  1966 

Blattberg,  Robert  C.  and  Broderick,  Cynthia  J.,  "Marketing  of  Art  Museums"  in  Feldstein,  Martin, 
The  Economics  of  Art  Museums.  University  of  Chicago  Press,  Chicago,  1991,  pp  327-346. 

Blatti,  Jo,  editor,  Past  Meets  Present:Essays  about  Historic  Interpretation  and  Public  Audiences. 
Smithsonian  Institution  Press,  Washington,  DC  1987. 

Blau,  Judith  R.  and  Quets,  Gail  A.,  The  Geography  of  Arts  Participation:  Report  on  the  1982  and 
1985  Survey  of  Public  Participation  in  the  Arts.  National  Endowment  for  the  Arts  1987 

Cameron,  S.,  "The  Supply  and  Demand  for  Cinema  Tickets:  Some  U.K.  Evidence",  Journal  of 
Cultural  Economics.  10:1,  June  1986,  pp  38-62. 

Cornwell,  Terri  Lynn,  Democracy  and  the  Arts:  The  Role  of  Participation.  Praeger,  New  York,  1990. 

Cwi,  David,  "Changes  in  the  U.S.  Audience  for  the  Arts,"  Govenments  and  Culture.  Association  of 
Cultural  Economics  1984.  pp.  32-42 

Cwi,  David,  "Market  Segments  for  Theatre:  Research  to  Increase  Arts  Participation,"  Economic 
Efficiency  and  the  Performing  Arts.  Association  of  Cultural  Economics  1986,  pp.  150-158 


-106 


12  Local  Surveys  of  Arts  Participation Summary  Report 

Cwi,  David,  editor,  Research  in  the  Arts:  Proceedings  of  the  Conference  on  Policy  Related  Studies  of 
the  National  Endowment  for  the  Arts.  Walters  Gallery,  Baltimore  1978  Section  on  Research  on  the 
Anisic  and  Cultural  Consumers,  pp.  10-34  includes  the  following  articles: 

Orend,  Richard,  "Developing  Research  on  the  Arts  Consumer" 

Andreasen,  Alan  R.  and  Belk,  Russell  W.,  Consumer  Response  to  Arts  Offerings:  A  Study  of 

Theatre  and  Symphony  in  Four  Southern  Cities" 

Peterson,  George  L.  and  Anas,  Alex,  "A  Behavioral  Approach  for  Assessing  the  Demands  for 

Cultural  and  ArtisticRecreational  Activities" 

Katzman,  Natan,  "How  Broadcasters  Assess  the  Response  to  Program  Offerings" 

Cwi,  David,  "The  Policy  Uses  of  Audience  Studies" 

Useem,  Michael  and  DiMaggio,  Paul,  "A  Critical  Review  of  the  Content,  Quality  and  Use  of 

Audience  Studies" 

Dickenson,  Victoria,  "Museum  Visitor  Surveys:  An  Overview,  1930-1990",  Cultural  Economics. 
Ruth  Towse  and  Abdul  Khakee,  editors,  Springer-Verlag,  New  York,  1992,  pp  141-150. 

DiMaggio,  Paul  J.;  Useem,  Michael  and  Brown,  Paula,  The  American  Art  Audience:  Its  Study  and 
Its  Character.  National  Endowment  for  the  Arts  1977 

DiMaggio,  Paul  J.,  Audience  Development:  An  Examination  of  Selected  Analysis,  and  Prediction 
Techniques  Applied  to  Symphony  and  Theatre  Attendance  in  Four  Southern  Cities.  National 
Endowment  for  the  Arts,  1978 

DiMaggio,  Paul  J.;  Useem,  Michael  and  Brown,  Paula,  "Audience  Studies  of  the  Performing  Arts 
and  Museums:  A  Critical  Review,"  National  Endowment  for  the  Arts,  1978 

DiMaggio,  Paul  J.  and  Ostrower,  Francie,  Race  Ethnicity  and  Participation  in  the  Arts:  Patterns  of 
Participation  by  Hispanic.  White  and  African- Americans  in  Selected  Activities  from  the  1982  and 
1985  Surveys  of  Public  Participation  in  the  Arts.  Seven  Lock  Press,  Washington,  DC,  1992 

DiMaggio,  Paul  J.  and  Useem,  Michael,  "Cultural  Democracy  in  a  Period  of  Cultural  Expansion:  The 
Social  Composition  of  Arts  Audiences  in  the  United  States",  Social  Problems.  Vol  26,  1978,  pp  179- 
97. 

Evrand,  Yves,  "The  Determinants  of  Cultural  Consumption,"  Artists  and  Cultural  Consumer. 
Association  of  Cultural  Economics,  Akron,  OH  1986  pp.  192-201 

Feldstein,  Martin,  editor,  The  Economics  of  Art  Museums.  University  of  Chicago  Press,  Chicago, 
1991,  "The  Museum  and  the  Public",  a  panel  discussion,  Ch.  2,  pp.35 -60. 

Felton,  Marianne  Victorius,  "Major  Influences  onthe  Demand  for  Opera  Tickets,"  Journal  of  Cultural 
Economics.  13:1  pp.53-64 

Felton,  Marianne  Victorius,  "On  The  Assumed  Inelasticity  of  Demand  for  the  Performing  Arts", 
Journal  of  Cultural  Economics.  16:1,  June  1992,  pp  1-12. 

Fitzhugh,  Lynne,  "An  Analysis  of  Audience  Studies  for  the  Performing  Arts  in  America",  Journal  of 
Arts  Management  and  Law.  Part  I:  "The  Audience  Profile"  is  in  13:2,  Summer  1983  pp  49-85;  Part 
II:  "Market  Behavior"  is  in  13:3,  Fall  1983,  pp  5-31. 


107 


12  Local  Surveys  of  Arts  Participation Summary  Report 

Gapinski,  James  H.,  "Economics,  Demographics  and  Attendance  at  the  Symphony,"  Journal  of 
Cultural  Economics.  5:2  pp.  79-83 

Gray,  Charles  M,  "Subsidizing  the  Arts  with  Vouchers:  A  Case  Study  of  the  Twin  Cities 
Metropolitan  Arts  Alliance,"  1992  unpublished  paper 

Harris,  Louis,  and  Associates,  Americans  and  the  Arts:  A  Nationwide  Survey  of  Public  Opinion, 
periodic  surveys,  American  Council  for  the  Arts,  New  York,  1992,  1988,  etc. 

Heilbrun,  James,  "The  Distribution  of  Arts  Activities  Among  U.S.  Metropolitan  Areas,"  Cultural 
Economics  88:  An  American  Perspective.  Association  of  Cultural  Economics  1988  pp.  33-40 

Heilbrun,  James,  "Growth  and  Geographic  Distribution  on  the  Arts  in  the  U.S.,"  Artists  and  Cultural 
Consumers.  Association  of  Cultural  Economics,  Akron,  OH  1986  pp.  24-35 

Hendon,  Mary  Ann;  Richardson,  James  F.  and  Hendon,  William  S.,  Bach  and  the  Box:  The  Impact 
of  Television  on  the  Live  Arts.  Journal  of  Cultural  Economics,  Special  Supplement  1985 

Hendon,  R.  Claude,  "A  Comparative  Study  of  Leisure  Activities  of  the  Elderly  in  the  Community 
and  in  Nursing  Homes,"  Cultural  Economics  88:  An  American  Perspective.  Association  of  Cultural 
Economics,  1988  pp.  143-148 

Hendon,  R.  Claude,  "Arts  Participation:  Comparing  the  Elderly  and  Non-Elderly,"  Journal  of 
Cultural  Economics.  16:1,  pp.  83-92 

Hoffman,  Miles  K.  and  Fritschner,  Linda  Marie,  "Arts  and  Art  Audiences:  Testing  the  Market",  The 
Journal  of  Arts  Management  and  Law.  14:2  Summer  1984.  pp5-19. 

Hood,  Marilyn,  "Staying  Away:  Why  People  Choose  Not  to  Visit  an  Art  Museum",  Museum  News. 
April  1983,  pp  50-57. 

Hood,  Marilyn,  "Getting  Started  in  Audience  Research",  Museum  News.  February,  1986,  pp  25-31. 

Horowitz,  Harold,  The  American  Jazz  Music  Audience.  National  Jazz  Service  Organization, 
Washington,  DC,  1986. 

Horowitz,  Harold;  Keegan,  Carol  and  Kempnich,  Barbara,  "Cultural  Participation  and 
Geographic/Population  Schema:  From  New  York  City  to  the  Rural  Farm,"  Artists  and  Cultural 
Consumers.  1986  pp.  36-50 

Hughes,  Michael  A.  and  Peterson,  Richard  A.,  "Isolating  Cultural  Choice  patterns  in  the  U.S. 
Population",  American  Behavioral  Scientist.  Vol  26,  March/ April  1983,  pp  459-478. 

Johnson,  Alton  C.  and  Prieve,  E.  Arthur,  Older  Americans:  The  Unrealized  Audience  for  the  Arts. 
Center  for  Arts  Administration,  University  of  Wisconsin,  Madison,  1975. 

Kangun,  Norman;  Otto,  Gordon  and  Randall,  Dana  C,  "Marketing  Strategies  for  Bolstering 
Symphony  Attendance  among  College  Students",  Journal  of  Cultural  Economics.  16:1,  June  1992, 
pp  25-40. 


-  108- 


12  Local  Surveys  of  Arts  Participation Summary  Report 

Katz,  Jonathan  and  Sikes,  Toni  Fountain,  editors,  Consumer  Behavior  and  the  Arts,  a  special  issue  of 
The  Journal  of  Arts  Management  and  Law.  15:1,  Spring  1985.  (Entire  issue) 

Keegan,  Carol,  Public  Participation  in  Classical  Ballet:  A  Special  Analysis  of  the  Ballet  Data 
Collected  in  the  1982  and  1985  Survey  of  Public  Participation  in  the  Arts.  National  Endowment  for 
the  Arts,  1987 

Kurabayashi,  Yoshimasa  and  Ito,  Takatoshi,  "Socio-Economic  Characteristics  of  Audiences  for 
Western  Classical  Music  in  Japan:  A  Statistical  Analysis",  Cultural  Economics.  Ruth  Towse  and 
Abdul  Khakee,  editors,  Springer- Verlag,  New  York,  1992,  pp  275-287. 

McCain,  Roger  A.,  "Game  Theory  and  Cultivation  of  Taste,"  Journal  of  Cultural  Economics.  10:1, 
pp.1-16 

McCain,  Roger  A.,  "Reflections  on  the  Cultivation  of  Taste,"  Journal  of  Cultural  Economics.  3:1,  pp. 
30-50 

McCaughey,  C.  A  Survey  of  Arts  Audience  Studies:  A  Canadian  Perspective.  1967  to  1984. 
Research  and  Evaluation,  The  Canada  Council,  Ottawa,  1984. 

Mitchel,  Arnold,  The  Professional  Performing  Arts:  Attendance  Patterns.  Perferences  and  Motives. 
Association  of  College,  University  and  Community  Arts  Administrators  Inc.,  Madison,  Wisconsin 
1984 

Morison,  Bradley  G.  and  Fliehr,  Kay,  In  Search  of  an  Audience:  How  an  Audience  was  found  for  the 
Tyrone  Guthrie  Theatre.  Pitman,  New  York  1968 

Morison,  Bradley  G.  and  Dalgleish,  Julie  Gordon,  Waiting  in  the  Wings.  American 
Council  for  the  Arts,  New  York  1987 

Morrison,  William  G.  and  West,  Edwin  G.,  "Child  Exposure  to  the  Performing  Arts:  The 
Implications  for  Adult  Demand,"  Journal  of  Cultural  Economics.  10:1  pp.  17-23 

National  Endowment  for  the  Arts,  A  Sourcebook  of  Arts  Statistics:  1991  (1989.  1987).  Washington 
DC,  1992,  1990,  1988. 

National  Endowment  for  the  Arts,  Research  Division,  Surveying  Your  Arts  Audience.  Washington, 
DC,  1985. 

National  Endowment  for  the  Arts,  Research  Division,  The  Arts  Public  in  the  South.  Publishing 
Center  for  Cultural  Resources,  New  York,  1984. 

National  Endowment  for  the  Arts,  Research  Division,  Arts  and  Cultural  Programs  on  Radio  and 
Television.  Washington,  DC  1977 

O'Hare,  Michael,  "Why  Do  People  Go  to  Museums?  The  Effect  of  Prices  and  Hours  on  Museum 
Utilization",  Museym.  27:3,  pp  134-146. 

Orend,  Richard  J.,  Leisure  Participation  in  the  South  1980:  Volumes  MIL  Human  Resources 
Research  Organization  and  National  Endowment  for  the  Arts,  1980 


109 


12  Local  Surveys  of  Arts  Participation Summary  Report 

Orend,  Richard  J.,  Socialization  and  Participation  in  the  Arts.  National  Endowment  for  the  Arts, 
Washington,  DC,  1989 

Owen,  Virginia  Lee  and  Hendon,  William  S.,  editors,  Managerial  Economics  for  the  Arts. 

Association  of  Cultural  Economics,  Akron,  OH,  1985.  Section  on  "Measuring  Arts  Participation", 

pp  181-206  includes  the  following  articles: 

Horowitz,  Harold,  "Measuring  Arts  Participation  in  Canada  and  the  United  States" 
Kinsley,  Brian  L.,  "Cultural  Activities  Surveys  -  The  Canadian  Case" 
Robinson,  John  P.,  "Estimating  the  Public's  Exposure  to  and  Expenditures  on  the  Arts" 
Zuzanek,  Jiri,  Studies  of  Arts  and  Cultural  Participation:  Problems  and  Controversies" 

Pankratz,  David  B.,  "Arts  Policy  and  Older  Adults"  The  Journal  of  Arts  Management  and  Law.  1 8:4, 
Winter  1989.  pp.  13-64. 

Pankratz,  David  B.  and  Morris,  Valerie  B.,  editors,  The  Future  of  the  Arts:  Public  Policy  and  Arts 
Research.  Praeger,  New  York,  1990.  "Part  III:  Social  Trends  and  Research  on  Public  Participation  in 
the  Arts"  pp  63-187  includes  the  following  articles: 

Cornwell,  Terri  Lynn,  "Democracy  and  the  Arts:  The  Role  of  Participation" 

Shuster,  J.  Mark  Davidson,  "Correlates  of  State  Arts  Support:  The  Geographic  Distribution 

of  Organizations,  Artists,  and  Participation" 

DiMaggio,  Paul  J.  and  Ostrower,  Francie,  "Participation  in  the  Arts  by  Black  and  White 

Americans" 

Meyersohn,  Rolf,  "Culture  in  the  Bronx:  Minority  Participation  in  the  Arts" 

Keller,  Anthony  S.,  "Arts  Policy,  Cultural  Diversity,  and  the  New  Century" 

Pankratz,  David  B.,  "Arts  Policy  in  an  Aging  Society" 

Also  see  extensive  "Selected  Bibliography",  pp  289-310. 

Peterson,  Richard  A.  "Patterns  of  Cultural  Choice",  Special  issue,  American  Behavioral  Scientist. 
Vol  26,  1983. 

Pommerehne,  Werner  W.  and  Kirchgassner,  Gebhard,  "The  Decline  of  Conventional  Culture:  The 
Impact  of  Television  on  the  Demand  for  Cinema  and  Theatre  Performances,"  Economic  Efficiency 
and  the  Performing  Arts.  1986  pp.  44-61 

Rau,  William,  "Does  Education  Lead  to  Fine  Arts  Appreciation,"  Artists  and  Cultural  Consumer. 
Association  of  Cultural  Economics  1986  pp.  284-286 

Reed,  John  Shelton  and  Marsden,  Peter,  Leisure  Time  Use  in  the  South:  Secondary  Analysis. 
National  Endowment  for  the  Arts  1980 

Robinson,  John  P.  "Cultural  Indicators  from  the  Leisure  Activity  Survey",  American  Behavioral 
Scientist.  Vol  26,  1983,  pp  543-552. 

Robinson,  John  P.;  Keegan,  Carol  A.,  and  Triplett,  Timothy  A.,  Survey  of  Public  Participation  in  the 
Arts:  1985.  Volume  I  Project  Report.  University  of  Maryland  and  National  Endowment  for  the  Arts, 
Washington,  DC  1987. 

Schliewen,  Rolf  E.,  A  Leisure  Study  -  Canada  1975.  Arts  and  Culture  Branch,  Department  of  the 
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