ARTS, INNOVATION AND THE NEW TOURIST DR RICHARD W. BENFIELD PROFESSOR OF GEOGRAPHY – TOURISM CCSU

CULTURAL TOURISMDEFINITION Heritage Tourism Historic Homes Cultural Heritage Tourism Cultural Heritage What is the Tourism Perspective? What is the Hospitality perspective What is the Geography perspective

CULTURAL TOURISM Heritage Historic Houses Historic Sites Cultural Landscapes Gardens Heritage Gardens Art Arts Performance Symphony Dance Opera Pop

THE DATA First study 2001TIA Then 2009 Then 2013Mandala Research

2001 Historic Places/Museums are popular attractions for U.S. travelers taking trips within the U.S. One in seven (14%) of all U.S. person-trips includes a visit to an historic place or museum. Historic trips are more likely than trips overall to be taken by air (25% of person-trips) and include lodging at hotels, motels, or bed and breakfast establishments (67% of overnight household trips). (Source: The Historic/Cultural Traveler, TIA 2001 Edition.)

2013 All data curtesy of Mandala Research FIRST FINDING Historic Travelers are a PSYCHOGRAPHIC SEGMENT Not DEMOGRAPHIC BUT Values/Attitudes/Lifestyles

US National Average = 39%

THE VALUE OF EDUCATION PROGRAMS

Innovation: This is product development (part of marketing) New directions next semester, Itinerary planning (nature of the product) and research, costing and pricing, presentation) and Marketing The way you communicate to your predetermined (research) audience/prospective buyers

11% 6 % 11% 26%

Why New Products fail (and they do!)

2016

Tennis Anyone … with Henry VIII

TOURISM AND ARTS PARTICIPATION

What are the top five participatory activities of Americans on vacation? WHAT DO DOMESTIC TOURISTS PARTICIPATE IN ?

KEY CONCEPTS OR MANTRA’S Know your customer through RESEARCH You will get tired of me keep repeating research but you HAVE to be able to do it SEGMENTATION (You cannot market to everyone) The more (accurately) you segment the market the more successful you will be

THE IMPORTANCE OF: 1. Zip codes 2. Visitor Research

PARTICIPANT AND MARKET ANALYSIS OF THE ARTS AND ART GENRES IN THE CENTRAL CONNIECTICUT REGION BY DR. RICHARD BENFIELD AND THE STUDENTS OF GEOG 454 SPRING 2015

RESEARCH SITES Surveys at Eight Arts genres Film Theatre Childrens Theatre Hole in the Wall/Gypsy Chamber Music Church Organ Recital Opera Art League

AND OUTSIDE FIVE LIBRARIES Libraries give us a barometer of the “general population” NOT Respondents to individual genres

FrequencyPercentValid PercentCumulative Percent ValidYES NO Total Would you describe yourself as being interested in the arts and culture?

Business you already have: % of market or Market Share Business you think you can get/increase to % of market TOTAL MARKET (very unlikely to ever reach that)

Surveys for individual genres then asked what art form they had partaken of in the previous year: Generally < 10 % !!!!!!! So 100% have interest but only 10% go MARKETING

What do you think are the reason(s) if you have not, or do not wish to visit the venues above?

FrequencyPercentValid Percent Valid NewBritainArts.org46.1 Other Internet site Local or regional newspaper TV Mail12.0 Facebook or other social media Total Missing System 48.2 Total Where would be your first source of information on current arts and cultural events in our region?

Where would be your first source of information on current arts and cultural events in our region?

Which newspaper do you read on a regular basis?

Which magazines do you read on a regular basis?

What Social Media do you use?

FrequencyValid Percent ValidTo find out what is happening To get times and locations I do NOT use the internet for these things920.5 Total MissingSystem5 Total49 How do you use the Internet in general to research arts events?

What is your age? What is your family's approximate annual income (before taxes)? FrequencyPercentValid Percent ValidUnder $25, $25-40, $41-75, Over $75, Total MissingSystem Total

What is the highest level of education you have attained?

THE PROBLEM …