In partnership with: Turning Data Into Action The ArtsBoston Audience Initiative #artsdata

Founded in 1975, ArtsBoston helps build and sustain demand for Greater Boston’s live arts experiences. We serve 170+ performing and visual arts organizations Boston Children’s Chorus What Is ArtsBoston Champion to Help Develop Audiences Resource For Affordable Access Connector/Creative Partner Research-Driven Organization

Identifying Needs In The Community Who Are We Reaching Now? Who is Missing? How Can We Get Them To Come Back? How Can We Find More? … and Afford To Do It All?

Unlocking Knowledge

Greater Boston’s first resource for actionable data about arts audiences. 1 in 3 Boston metro households included 56 Participating Organizations 1.4 Mil Unique Households 750+ Reports Run 1Mil+ Addresses Traded ArtsBoston Audience Initiative Today

Audiences are people

MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

MEET CUTE THE FIRST FEW DATES LONG-TERM COMMITMENT PERSONAL RELATIONSHIPS The Data Behind Relationships

MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

MEET CUTE THE FIRST FEW DATES PERSONAL RELATIONSHIPS The Data Behind Relationships

Sector-wide community findings geography

Overall, 90% of Households are within 45 miles of Boston. Organizations can zero in on zip codes that match their goals. Community Benchmark: Geography

Sector-wide community findings demographics

Community Benchmark: Age

* Census Bureau ACS Community Benchmark: Income

* Census Bureau ACS Community Benchmark: Ethnicity

Sector-wide community findings behavior

14% - 2 Organizations 5% - 3 Organizations 2% - 4 Organizations 3% - 5+ Organizations Behavior: Multi-Buyers 76% - 1 Organization

Who else’s patrons attend our performances? 30% of Boston Baroque patrons have attended A.R.T. 70% are HOT PROSPECTS Where else do our patrons attend? Behavior: Crossover

Existing But New To You Behavior: First-Time Buyers More than ½ of your audience attended for the first time.

Existing But New To You Behavior: First-Time Buyers 4 out of 5 first-time buyers don’t come back

Identifying Needs In The Community Who Are We Reaching Now? How Can We Get Them To Come Back? How Can We Find More Like Them? … and Afford To Do It All?

January 1, 2013 – December 15, 2013 Members Pulled:  491 Targeted Prospect Lists Created  399 Demographic Reports  84 Segment Penetration Reports  148 Zip Code Penetration Reports Quarterly NCOA on 2,098,923 records Average savings for each organization: Over $8,200 Total savings: Over $462,945 ArtsBoston Audience Initiative: Value

ArtsBoston Audience Initiative: Usage

Case Studies

1. Capture data 2. Invite back immediately  Direct mail  3. Acknowledge participation  Thank you  We know you’re new 4. Incentivize the behavior  Appropriate invitation  Time sensitive 5. Evaluate 6. Adjust 7. Repeat! Results  63% increase in multi-buyers  50% increase in new subscription revenue Quick Wins To Address Churn

2012 / 2013 Season  Marie Antoinette  The Lily's Revenge  Pippin  Hansel and Gretel  The Glass Menagerie  Beowulf - A Thousand Years of Baggage  Pirates of Penzance Results  1-2% bought subscriptions  20% purchased single tickets at some point during the season Finding the Best Prospects

Using reporting tools in the AAI to track participation/demographics of new Community Membership program, which reaches out to clients of local social service agencies. Using the AAI to track diversification efforts through the Heart Strings program and marketing. H&H uploads lists after every performance and download demographic reports to analyze audience make-up. Diversifying Audiences

Thank You John Beck Deputy Director

ArtsBoston Audience Initiative Video