A FRAMEWORK FOR AUDIENCE DEVELOPMENT

Παρουσίαση

Audience Development for the arts has recently resurged as a significant and indispensable practice, as testified by its designation as a central axis of the European Union's Creative Europe programme and the growth of relevant literature.
Beginning with the complex factors motivating or prohibiting participation in the arts, this book studies audience development as a way for non-profit performing arts organisations to balance their financial, artistic and social objectives while they function in a challenging contemporary environment.
Focusing on the managerial challenges of opera houses, the Austrian Federal Opera House Volksoper Wien is studied during the Dominique Mentha administration (1999-2003), which was entrusted to implement a new self-governing, efficient and accountable management model for the House.
The mission, organisation, finances, and artistic and social objectives and challenges of the Volksoper under this new managerial system are explored. Additionally, the book presents the results of the first extensive survey of the organisation's audiences and analyses the profiles, preferences, visiting behaviour and comments of different customer groups during the Mentha era. Accordingly, the programming, marketing, and educational policies of the Mentha administration are assessed from an audience development perspective.
The theoretical premises and case study results discussed in this work lead to the design of a framework for integrating audience development into the structures and practices of non-profit arts organisations. (From the publisher)

Περιεχόμενα

Preface
Acknowledgements
INTRODUCTION
Thesis Formulation
Thesis Outline
NON-PROFIT PERFORMING ARTS ORGANISATIONS IN THE CONTEMPORARY ENVIRONMENT
AUDIENCE DEVELOPMENT
Main Points of Audience Development
Challenges of Audience Development
CONSUMER BEHAVIOUR AND ARTS PARTICIPATION
Beliefs and Attitudes on Opera
The Opera Audience
THE VOLKSOPER
The Volksoper from 1896 to 1999
Separation of the Federal Theatres - The Volksoper Wien GmbH
The Volksoper in the New System
Mission
Organisational Structure
Finances
THE AUDIENCE OF THE VOLKSOPER
The Volksoper Audiences in the Mentha era
Subscription - "Abonnement"
Cycles -"Zyklen"
Golden Card
Publikumsbefragung 2003 - The 2003 Audience Survey
Aims of the Survey
Method
Participants - Procedure
The Questionnaire
Data Analysis
Appropriateness of the Chosen Survey
Method
Analysing the Data
Describing the Volksoper Audiences
General Profile
The Volksoper Audiences by Customer Type
Visiting Behaviour
Attendance Frequency
Visiting Reasons
Accompaniment at the Volksoper Visit
Segmentation, Target Groups and a New Set of Audience Development Aims for the Volksoper
PROGRAMMING
Mentha's Artistic Policy and the Seasons' Programmes
Principal and Secondary Genre Preferences of the Volksoper Audiences
Principal Preferences
Secondary Preferences
Overlapping of Audiences
Programming and Audience Development Aims
MARKETING
Marketing and Audience Development
Marketing in the Volksoper
Image and Repositioning of the Volksoper
The Marketing Mix
Product
Definition
Membership Schemes
Subscription
Cycles
Golden Card
Other Services
Place
Definition
Venue
Ticket Distribution
Scheduling
Price
Definition
Setting the Price
Promotion
Definition
The Volksoper Promotion Policy
Advertising
Personal Selling
Sales Promotion
Public Relations
EDUCATION
Arts Education in the Volksoper
CONCLUSIONS
Assessing Audience Development in the Volksoper during the Mentha Era
The Framework
Audience Development in Non-Profit Performing Arts Organisations
Adjusting the Organisation's Structures and Practices
The Importance of Research
Balancing between Attenders and Non-Attenders
Planning the Programme
Acknowledging the Role of Marketing
Prioritising Education - Building Partnerships
A Final Note on the Volksoper
Bibliography
APPENDIX