Culture Segment profile of the adults that are in the current, lapsed and potential market for theatre Theatre visitors are more culturally active and spend considerably more than the culture market average Expression make up over a Adults in the current theatre market are far more likely than average to have engaged with the fifth of the potential theatre other market The potential market contains more Release 3% (15%) and less Essence (8%) than the culture market Base [1807] Base [1042] Base [552] as a whole. While showing potential, Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Release is less culturally active overall, and would require focused marketing to Average monthly cultural spend attract and convert them. types of artform tested: culturally active, with a much lower when visitors programs, proportion of both these markets also spend and 35% 82% of the current theatre market in the current market for at 45% more more on are also in the current visual arts the on food and market (average 65%) spend admission drink than museums or visual arts. This suggests 73% of the and the culture that their non-attendance is connected to of the current theatre are also tickets, market not attending cultural venues in general, in the market for musical / cabaret 40% more average. rather than specific to their interest in (average 43%) on attending theatre. 60% of the current theatre market transport, Cultural Those who have ever attended a play do are also in the current market for 37% more not show much of a difference in average comedy (average 41%) on Current play monthly cultural spend when compared to souvenirs In comparison, the lapsed and potential the culture market average. However, and theatre markets are less likely to be Ever play
Culture Segment profile of the adults that are in the current, lapsed and potential market for theatre Expression make up over a fifth of the potential theatre market The potential market contains more Release (15%) and less Essence (8%) than the culture market as a whole. While showing potential, Release is less culturally active overall, and would require focused marketing to attract and convert them. Theatre visitors are more culturally active and spend considerably more than the culture market average Adults in the current theatre market are far more likely than average to have engaged with the other 3% Base [1807] Base [1042] Base [552] Essence Expression Affirmation Enrichment Stimulation Release Perspective Entertainment Average monthly cultural spend types of artform tested: 82% of the current theatre market are also in the current visual arts market (average 65%) 73% of the current theatre are also in the market for musical / cabaret (average 43%) 60% of the current theatre market are also in the current market for comedy (average 41%) In comparison, the lapsed and potential theatre markets are less likely to be culturally active, with a much lower proportion of both these markets also in the current market for museums or visual arts. This suggests that their non-attendance is connected to not attending cultural venues in general, rather than specific to their interest in attending theatre. Those who have ever attended a play do not show much of a difference in average monthly cultural spend when compared to the culture market average. However, when at the spend of the visitors spend 45% more on admission and tickets, 40% more on transport, 37% more on souvenirs and programs, and 35% more on food and drink than the culture market average. Cultural Current play Ever play
Arts_Vic_v961.docx