1. Arts for all Queenslanders Strategy: community survey Report September 2013

2. Document information 2 Prepared for Client contact Prepared by Research consultants Date Arts Queensland Iona Cominos instinct and reason Paul Vittles, Jarod Woodcock 30 September 2013

3. Contents 3 SECTION 1Objectives and methodology SECTION 2Sample profile SECTION 3Executive summary SECTION 4Main findings

4. Research purpose Research objectives Objectives & coverage survey a full cross-section of the Queensland community as part of agreeing and launching the ‘Arts for All Queenslanders’ Strategy assess community perceptions of access to the arts in their area obtain a measure of arts-related expenditure evaluate community perceptions of priorities for resource allocation examine community recommendations for key arts/culture attractions undertake analysis by area 4

5. Methodology & approach 5 *No interviews were conducted on Father’s Day, Sunday September 1 A survey among all Queenslanders a cross-section of 1,000 Queenslanders were surveyed via computer assisted telephone interviewing (CATI) from Saturday August 24 to Monday September 2*. The survey took on average between 5 to 6 minutes to complete. the coverage included 11 target areas (Bundaberg, Cairns, Gladstone, Gold Coast, Ipswich, Longreach, Mackay, Rockhampton, Sunshine Coast, Toowoomba, Townsville) plus a sample in Brisbane and the rest of Queensland. the lower population areas were boosted to provide a minimum of 50 interviews in each area. The final data set was weighted to a fully representative sample of the Qld population.

6. Methodology: sample structure & weighting A minimum sample of n=50 was achieved in smaller areas to reach the required levels for reliable statistical analysis. Data has been weighted according to Census ‘11 figures below, essentially weighting down the numbers in smaller areas so they are not over-represented in the total sample. 6 Achieved sample Qld population Census ’11 and weighted sample profile Brisbane (SA2)*12%27% Bundaberg (SLA)5%1% Cairns (SA4)6%5% Gladstone (SLA)5%1% Gold Coast (SA4)14%12% Ipswich (SA4)6%7% Longreach (SA2)3%Less than 0.5% Mackay (SA4)5%4% Rockhampton (SA3)5%3% Sunshine Coast (SA4)10%7% Toowoomba (SA4)5%3% Townsville (SA4)5% Other (rest of QLD)19%26%

7. Sample profile

8. Sample profile (age and gender) 8 Agen= Unweighted % Weighted % Total Sample1000100 16-24 13814%13% 25-29 606% 30-34 949%10% 35-39 828%6% 40-49 20220% 50-59 20120%21% 60-64 848%9% 65-69 778%9% 70+ 626%7% Gendern= Unweighted % Weighted % Total Sample1000100 Male 47948%47% Female 52152%53%

9. Sample profile (activity status & income) 9 Economic activityn= Unweighted % Weighted % Total Sample1000100 Full-time paid employment 42042%41% Part-time paid employment 17317%16% Self-employed 727% Unemployed and looking for work 374% Unable to work due to illness or disability 333% Retired 15215%17% Looking after the home full- time 596% Student 404% Other 141% Incomen= Unweighted % Weighted % Total Sample1000100 Less than $20,000 10911%12% $20,000 to $39,999 10511%10% $40,000 to $59,999 12212%11% $60,000 to $79,999 11812% $80,000 to $99,999 11011% $100,000+ 19720%19% Other/refused 23924%25%

10. Executive summary 10

11. Spend on the arts and culture varies little by gender, age or location. It mainly varies by income levels. Among those with a household income of $100K+, 60% spend $100+ per month in total, compared with just 28% of those with a household income of up to $40K. 33% of the lowest income group spend nothing. Interestingly, 11% of the highest income group spend nothing. Across Queensland, people perceive a high level of access for their communities to libraries and movies, along with good access to many arts and cultural events, activities and facilities. Perceived access levels are below 40% for opera, classical music and classical ballet Perceived access to museums and heritage varies across the target areas and is lower for the target areas compared to all of Queensland. It is very high in Longreach, and very low in Cairns and Gold Coast. Longreach residents perceive less access to arts and culture with the exception of museums and heritage. If friends or relatives are visiting wanting to experience local arts and culture, Queenslanders tend to recommend museums and heritage, visual arts, arts & cultural festivals, natural resources like the Great Barrier Reef, theatre, and then specific locations. Top priorities for scarce resource allocation in the eyes of residents are facilities like museums, theatres, libraries and community arts centres (66% high priority), arts & cultural events that attract people to the area (also 66%), activities in the local community (64%) and arts education, like artists working in schools (61%). Executive summary 11

12. Main findings

13. 13 Access to cultural events, activities or facilities Q5. Do you think people in your community have enough access to… Base: n=1000, weighted sample Q5. Do you think people in your community have enough access to… Base: n=1000, weighted sample Across Queensland, people perceive a high level of access for their communities to libraries (92% feel there is enough access) and movies (84%), along with good access to many arts and cultural events, activities and facilities. For most categories, half or more think there is enough access. Perceived access levels are significantly below half for opera (24%), classical ballet (32%), classical music (38%) and contemporary dance (44%).

14. 14 Access to museums and heritage by area Q5. Do you think people in your community have enough access to museums and heritage? Base: n=1000, weighted sample; NOTE: Base sizes shown in chart are unweighted Q5. Do you think people in your community have enough access to museums and heritage? Base: n=1000, weighted sample; NOTE: Base sizes shown in chart are unweighted Note: yellow bars indicate area is significantly different from the total The greatest variation is for perceived access to museums and heritage events, activities or facilities. Ipswich and Longreach residents are significantly more likely to perceive higher access, reflecting the presence of the rail and Qantas museums respectively. The numbers are considerably lower in Cairns and Gold Coast.

15. 15 Access to cultural events, activities or facilities key differences Cultural event, activity, facility (Q5)Significant differences (compared to) Hands-on arts activitiesLongreach 39% (Total sample 66%, All target areas 69%) Visual arts (e.g. gallery exhibitions)Longreach 43% (Ipswich 78%, Brisbane 70%) Arts and cultural festivals, including music festivals Longreach 23% (Total sample 64%, All target areas 63%, Brisbane 74%) Museums and heritage16-24 year olds 46% (Total sample 59%) Contemporary musicLongreach 19% (Total sample 58%, All target areas 57%) Theatre25-34 year olds 76% (Total sample 57%); Longreach 0% (Total sample 57%, All target areas 57%); Brisbane (Total sample 57%, All target areas 57%) Musicals25-34 year olds 69% (Total sample 56%); Longreach 8% (Significantly lower than all areas); Brisbane 72% (Total sample 56%, All target areas 52%) Circus showsCairns 77% (Total sample 51%, All target areas 53%); Longreach 12% ComedyLongreach 8% (Total sample 48%, All target areas 46%) Contemporary danceLongreach 15% (Total sample 44%, All target areas 43%) Classical music25-34 year olds 51% (Total sample 38%); Income up to $40K 26% (Total sample 38%); Longreach 4% (Total 38%, All target areas 33%) Classical balletIncome $100K+ 40% (Income up to $40K 23%); All target areas 24% (Total sample 32%); Longreach 8% (Total 32%); Brisbane 54% (Total 32%); Other area 23% (Total sample 32%) OperaAll target areas 16% (Total sample 24%); Brisbane 47% (Significantly higher than most areas) Apart from museums and heritage, Longreach residents tend to think that access to arts or cultural events, activities or facilities for people in their community is more limited.

16. Q6.How often do you travel within Queensland to attend or participate in arts or cultural events or activities that involve you staying away from home in paid accommodation for at least one night? Base:n=1000, weighted sample Q6.How often do you travel within Queensland to attend or participate in arts or cultural events or activities that involve you staying away from home in paid accommodation for at least one night? Base:n=1000, weighted sample Frequency of overnight travel to attend or participate in the arts The majority of Queenslanders travel overnight either once a year or never, with those on low incomes more likely to never travel overnight, as we would expect. There are no major differences by age, area or gender. 16 Students, 5% Income: Less than $20K, 17% Income: Less than $20K, 66%

17. Q7.How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities? Base:n=1000, weighted sample Q7.How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities? Base:n=1000, weighted sample Monthly spend on tickets and fees 17 Across the whole population, one in four (26%) spend nothing on tickets to attend arts or cultural activities or on fees to participate, and a further one in four (24%) spend under $25. However, there are significant numbers spending $50-99 each month (18%), $100-199 (15%) and $200+ (7%).

18. Q7.How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities? Base:n=1000, weighted sample Q7.How much would you typically spend each month on arts or cultural activities on tickets to attend events or fees to participate in any arts or cultural activities? Base:n=1000, weighted sample Monthly spend on tickets and fees by income 18 There are no major differences in monthly spend on tickets or fees by age, area or gender. Income is the main influence on spend. Among households with an income of up to $40K, 36% spend nothing and only 29% spend more than $50 a month. Among those with a household income of $100K+, 58% spend more than $50 per month on tickets or fees for arts or cultural activities, although note that 16% of this highest income group spend nothing.

19. Q8.How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.? Base:n=1000, weighted sample Q8.How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.? Base:n=1000, weighted sample Total monthly arts/cultural spend 19 In terms of total spend, including travel, food & drink, overnight accommodation where relevant, and buying goods, it ranges from 22% of Queenslanders spending nothing to 26% spending $200+ each month. Excluding those who say they do not spend anything, the mean monthly spend in total on arts or cultural activities is $209 across the State.

20. Q8.How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.? Base:n=1000, weighted sample Q8.How much would you typically spend each month in total on arts or cultural activities, including tickets, the cost of travel to an event or overnight accommodation, and what you spend there, eg on food and drink, buying books, buying CDs, etc.? Base:n=1000, weighted sample Total monthly spend by income 20 There are no major differences in total monthly spend by age, area or gender. Income is the main influence on monthly spend. Among households with an income of up to $40K, 33% spend nothing and only 28% spend more than $100 a month. Among those with a household income of $100K+, 60% spend more than $100 per month in total on arts or cultural activities, although note that 11% of this highest income group spend nothing.

21. Priorities for government investment 3.94 3.93 3.89 Mean 21 Q9. We know from previous research that 78% of Queenslanders support government investment in the arts, but there is always a limited budget so it’s all about priorities. For each area, please tell me what priority you think it should have? Base: n=1000, weighted sample Q9. We know from previous research that 78% of Queenslanders support government investment in the arts, but there is always a limited budget so it’s all about priorities. For each area, please tell me what priority you think it should have? Base: n=1000, weighted sample 3.83 3.65 3.62 3.54 The chart below shows the rank order of priority as perceived by the Queensland community as a whole.

22. Priorities for government investment mean score by age 22 Area of spending (Q9) Total16-2425-3435-4445-5455+ n= 1000133154180193340 Arts and cultural places and facilities like theatres, museums, libraries and community arts centres 3.943.894.053.923.983.88 Arts and cultural events that attract tourists and visitors to the area 3.933.883.953.924.083.85 Activities in the local community like festivals, markets and creative skills classes 3.893.863.983.883.913.87 Arts education, like artists working in schools 3.833.873.843.874.033.67 Touring events or exhibitions going in to local communities, like theatre shows or writers' talks 3.653.693.673.623.783.58 Support for amateur arts and cultural groups in local communities, like local theatre groups or local history groups 3.623.603.663.513.663.64 Support for professional artists and arts organisations to produce and present work 3.543.563.593.553.623.44 Queenslanders aged 45-54 are more likely to give a higher priority for Arts education, like artists working in schools, whereas Queenslanders aged 55+ are less likely to rate higher priority for this area. Note: pink cell indicates significantly different from total

23. Priorities for government investment mean score by area 23 Area of spending Total Target areas BrisbaneOther n=1000495252 Arts and cultural places and facilities like theatres, museums, libraries and community arts centres 3.943.904.143.80 Arts and cultural events that attract tourists and visitors to the area 3.933.993.923.81 Activities in the local community like festivals, markets and creative skills classes 3.893.803.963.85 Arts education, like artists working in schools 3.833.873.833.74 Touring events or exhibitions going in to local communities, like theatre shows or writers' talks 3.653.663.673.63 Support for amateur arts and cultural groups in local communities, like local theatre groups or local history groups 3.623.653.543.63 Support for professional artists and arts organisations to produce and present work 3.543.533.573.51 There are no major differences in priority when comparing the 11 target areas with the sample as a whole. The one significant difference is Brisbane residents being more likely to give a higher priority for Arts and cultural places and facilities like theatres, museums, libraries and community arts centres. Note: pink cell indicates significantly different from total

24. Recommendations to friends or relatives 24 Q10.If you had a friend or relative planning a two-week visit to Queensland and wanting a positive experience of the arts or culture of Queensland, what three things would you recommend they see or do here? Base: n=1000, weighted sample Q10.If you had a friend or relative planning a two-week visit to Queensland and wanting a positive experience of the arts or culture of Queensland, what three things would you recommend they see or do here? Base: n=1000, weighted sample Top 10 recommendations 1st recommend- dation n=1000 % 1 st and 2 nd recommend- dations n=1000 % 1 st, 2 nd and 3 rd recommend- dations n=1000 % Museums and heritage243947 Visual arts233542 Arts and cultural festivals, including music festivals101825 Specific location (e.g. Brisbane, Gold Coast, Port Douglas)81419 Natural resources (e.g. the beach, Great Barrier Reef, National Parks) 71318 Theatre71827 Contemporary music248 Musicals257 Indigenous/Aboriginal and Torres Strait Islander art or cultural events 245 None/No other/Up to guest41120

25. Recommendations to friends or relatives key differences Longreach residents are more likely to recommend museums and heritage but also more likely to not make a recommendation or leave it up to their guest. Mackay residents are more likely to recommend natural resources. Cairns residents are more likely to recommend Indigenous art or cultural events. 25 Recommendation (Q10 1 st rec.)Significant differences (compared to) Museums and heritageLongreach 50% (Total sample 24%, All target areas 23%) Visual artsIncome $100K+ 36% (Income up to $40K 19%, Income $40K to $100K 18%); Gold Coast 33% (All target areas 20%); Brisbane 39% (Total 23%, All target areas 20%) Arts and cultural festivals, including music festivals 45-54 15% (Total sample 10%); Brisbane 2% (Total sample 10%, All target areas 12%) Specific Location (e.g. Brisbane, Gold Coast, Port Douglas) 55+ 5% (Total sample 8%), 16-24 s 14%, 35-44s 13%); Retired 2% (Total 8%); Natural resources (e.g. the beach, Great Barrier Reef, National Parks) Mackay 31% (Total sample 7%, All target areas 6%) TheatreNone Indigenous/Aboriginal and Torres Strait Islander art or cultural events Cairns 25% (Total sample 2%, All target areas 3%) Contemporary music None Musicals Female 3% (Male 1%) None/No other/Up to guest Longreach 15% (Total sample 4%)