The problem with arts industry reports

So many audience surveys are asking the same questions. (Which is why so many arts industry reports sound exactly the same.) You’ve noticed this, right?

You listen attentively, waiting for that one nugget that will change your strategy—but halfway through, that nagging voice in your head whispers: “How is this actually helpful?”

You’re told:

→ “Audiences are younger and more diverse.”

→ “Newcomers agreed the performance was outstanding.”

→ "Most first-timers never return."

→ “Cost is a barrier.”

And you're left, yet again, without an answer to the biggest question of all:

"What motivations might drive nonconsumers to engage in the first place?" (aka "How do we get butts in seats?")

The answer isn’t demographics. It's not the quality of the product. And it’s certainly not the price.

The trouble with these surveys is this: They measure what happened—but not why it mattered. Demographics tell you who someone is, but not why they might come. (And I'm not talking surface level why. I mean this-aligns-with-my-life-priorities why.)

So you can target “women 35–54,” and still have no idea HOW TO MATTER to them.

There is a better way. Learn more in my upcoming webinar.