Arts Revenue Survey: Surprising Results
There's a lot of press
every day about how our our economy is doing, but not much information
about how arts and cultural organizations are faring. Last December,
in partnership with TRG (Target Resource Group), we decided to undertake
a survey of arts managers to try to understand how the just-finished
holiday season turned out, in terms of revenue. We sent out nearly
8,000 surveys and got back over 300 responses, a large enough sample to
get some good directional indicators. The results, which we are
publishing today, were at once surprising and somewhat obvious.
The big learning was that 47% of the organizations that responded
indicated that they had done better than budget, and another 10%
reported that they had met budget. This kind of result has been
mentioned to me in casual conversation with many of you in the last few
weeks. It seems that despite the economy, audiences are not cutting back
in a dramatic way, at least not yet.
The main fact that didn't make it into the report is that our
industry seems to have now embraced online marketing. Fully 89.6% of
respondents indicated that they used some form of e-mail marketing, and
about 30% said that they sold at least a third of their tickets online.