Artform attendance Release’s relatively low cultural engagement is highlighted by the fact that they are significantly less likely than average to The Release segment is preoccupied with have engaged with all artforms. Cultural behaviour meeting life’s demands and seeks opportunities for relaxation, entertainment Their tendency to default to mainstream and socialising in their leisure time. They cultural activities is also highlighted in their Consumption and creation in the need to be encouraged to view the arts as a artform consumption and venue past 12 months social activity and another means of taking engagement. time out from their stressful and busy lives; Aware of 23 out of 60 venues tested on average currently they do not perceive they can get Visited 11 of the tested venues / organisations in their More likely to this from engaging with arts and culture and lifetime have visited or therefore look elsewhere. 6 of the tested venues / organisations in the past three years on average their Their spend and engagement with parks engagement. Zoos and safari culture is relatively low and they may parks Animal theatre 79% sanctuaries and feel of the loop’ when it comes to the films ‘out done 32% Music arts. Consequently they will often opt for Rock and pop music Library Ballet and relatively low-risk activities time is – events 43% classical Blockbuster precious and they want a guaranteed and Hollywood return on films Theme Museums nature reserves dance 19% 37% Parks and gardens Visual arts Average annual spend Scenic 23% 38% countryside $700 8% Less likely to Average monthly cultural spend have visited or $28.14 done on admission/tickets on $15.94 on food and drink
The Release segment is preoccupied with meeting life’s demands and seeks opportunities for relaxation, entertainment and socialising in their leisure time. They need to be encouraged to view the arts as a social activity and another means of taking time out from their stressful and busy lives; currently they do not perceive they can get this from engaging with arts and culture and therefore look elsewhere. Cultural behaviour Consumption and creation in the past 12 months More likely to have visited or Artform attendance Release’s relatively low cultural engagement is highlighted by the fact that they are significantly less likely than average to have engaged with all artforms. Their tendency to default to mainstream cultural activities is also highlighted in their artform consumption and venue engagement. Aware of 23 out of 60 venues tested on average Visited 11 of the tested venues / organisations in their lifetime 6 of the tested venues / organisations in the past three years on average Their spend and engagement with culture is relatively low and they may feel ‘out of the loop’ when it comes to the arts. Consequently they will often opt for relatively low-risk activities – time is precious and they want a guaranteed return on their engagement. done Rock and pop music events Blockbuster and Hollywood films Theme parks Zoos and safari parks Animal sanctuaries and films Ballet and classical Museums theatre Music Library 32% 43% 79% nature reserves dance Parks and gardens Visual arts 19% 37% Average annual spend $700 Scenic countryside Less likely to 23% 8% 38% Average monthly cultural spend $28.14 on admission/tickets $15.94 on food and drink on have visited or done
Arts_Vic_v961.docx