Artform attendance Arts attendance is driven by their action’ is highly appealing to ‘Live thirst for new experiences Stimulation, judging by their engagement with different artforms; they are one of the segments most events and activities tend to focus on Art gallery Museum This segment wants to live a varied, opportunities to Rock and pop music entertaining life of novelty and challenge. festival socialise and to ensure that they remain Live events Stimulation are opinion-makers rather than the ones Play/drama followers. Their keen sense of adventure, likely to have engaged with festivals and appreciation of innovation and a desire to Cultural behaviour theatre in the past three years. That is stand out from the crowd means that they not to the expense of museums and are constantly on the lookout for new Consumption and creation in the past visual arts which also feature highly in experiences. Their cultural consumption 12 months their consumption. reflects this revealing a broad range of – interests and a segment that is prepared to of 30 out of 60 venues tested on average take risks. Visited 16 of the tested venues / organisations in their More likely to lifetime have visited or Their main reasons for attending arts 9 of the tested venues / organisations in the past done three years on average the know’ amongst their peer group. done 10% ‘in Independent film Coast and seaside Average monthly cultural Adventure sport spend Dance 10% / $58.79 Recent on admission/tickets Dance Multi- Less likely (past 12 to have months) art $28.23 Ever visited or on food and drink 7% / 15.3 average annual frequency of $20.24 on transport to the
Arts attendance is driven by their thirst for new experiences Artform attendance ‘Live action’ is highly appealing to Stimulation, judging by their engagement with different artforms; they are one of the segments most This segment wants to live a varied, entertaining life of novelty and challenge. Stimulation are opinion-makers rather than followers. Their keen sense of adventure, appreciation of innovation and a desire to stand out from the crowd means that they are constantly on the lookout for new experiences. Their cultural consumption reflects this – revealing a broad range of interests and a segment that is prepared to take risks. Their main reasons for attending arts events and activities tend to focus on opportunities to socialise and to ensure that they remain the ones Cultural behaviour Consumption and creation in the past 12 months More likely to have visited or done Art gallery Museum Rock and pop music festival Live events Play/drama likely to have engaged with festivals and theatre in the past three years. That is not to the expense of museums and visual arts which also feature highly in their consumption. of 30 out of 60 venues tested on average Visited 16 of the tested venues / organisations in their lifetime 9 of the tested venues / organisations in the past three years on average ‘in the know’ amongst their peer group. Average monthly cultural spend $58.79 on admission/tickets $28.23 on food and drink Independent film Coast and seaside Adventure sport Dance Less likely to have visited or done Dance Multi- art 10% / 7% / 10% Recent (past 12 months) Ever $20.24 on transport to the 15.3 average annual frequency of
Arts_Vic_v961.docx