1. Section 4.4 : Libraries vs. Arts Venues in General

2. Participation in the Arts Research, 2006Page 2 Q: Which of the following venues are you aware of? Q: Which of the venues have you been to in the last year? Regional Library Awareness and Attendance The range of awareness of, and attendance at, Regional libraries is indicated above. Insufficient data was collected to make a comparison to Brisbane Metro. Use of Regional libraries was high when compared to other types of venue.

3. Participation in the Arts Research, 2006Page 3 Regional Library - Perception of Attendees Q: Thinking back to when you went to [VENUE] can you tell me how much you agree or disagree with the following statements? MEAN SCORES FOR ALL REGIONAL VENUES POSITIVE ATTRIBUTES NEGATIVE ATTRIBUTES More Negative More Positive More Negative Overall satisfaction with regional libraries was quite high, at an overall mean of 8.0. There was also a very strong intent to re-use the library, and a high opinion of the helpfulness and approachability of staff. Despite the high overall satisfaction with the library, there was a slightly poorer perception of the library facilities. There was no statistical difference between the segments on these attributes. OVERALL SATISFACTION +ve Attributes Higher # = Better - ve Attributes Lower # = Better

4. Participation in the Arts Research, 2006Page 4 Regional Library – Perception of Non-Attendees Q: Can you tell me how much you agree or disagree with the following statements? BASE: Aware of venue, but haven’t attended last 12 months REGIONAL LIBRARIES Combined perceptions of regional libraries are generally positive. There is, however, a strong negative perception, for respondents overall, that they do not have much in common with people who use the library. There was no statistical difference between the segments on these attributes. MORE POSITIVEMORE NEGATVE

5. Section 4.5: Venue Summary

6. Participation in the Arts Research, 2006Page 6 Generally, the aim for Queensland venues is to increase audience numbers. There were no particular points of dissatisfaction with the venues investigated, as demonstrated by the generally high satisfaction levels reported. Although, there are some specific barriers associated with specific venue types (e.g. performing arts is more expensive). This suggests that venues (generally) need to concentrate on emphasising and developing triggers to participation. Triggers to participation were investigated at the Qualitative stage of the research. From the Qualitative research it was concluded that (see qualitative conclusions and profiles): The Interested were motivated to participate when the arts option was more exciting/interesting/worthwhile than the other entertainment options open to them and when it offered a way to combine social obligations i.e. the need to spend time with family and friends. The Disinclined were more motivated to participate when the arts event was something they “could not miss”. For those with children this might be a (free) educational opportunity, or for those without, it might be a “guaranteed” good event. Both segments, for these reasons, emphasised the need for clear promotion of programming that allowed them to decide the “value” of an event/exhibition. Several respondents at the qualitative stage emphasised the need to ascertain at the first point of contact (whether that be a billboard or at the venue) exactly what would be on display and what times and costs were. Both segments reported noting arts events/exhibitions they would like to see, but then forgetting about the event or not following it up, hence a preference for a compiled information source for a venue or venues generally. They both also indicated that promotional materials should provide comprehensive information in terms of the specifics of events. They disliked “cryptic” advertising and were less willing to spend money on or investigate an arts event that did not clearly outline what relevance it had to them. Cost and location information also emerged as important features if promotional material. Increasing Venue Attendance Summary

7. Section 5: Promotional Materials – Findings from Qualitative Focus Groups

8. Participation in the Arts Research, 2006Page 8 Looking for ‘Quality’… In each group at least a quarter of Respondents agreed that they pick up flyers advertising events that they ‘know’ they will like. This method of advertising can be effective if a big name show or actor is advertised. People will make the effort to pick this out as it is likely to be a quality offering. When testing the limits of the risk respondents were prepared to accept, all groups agreed that if a big name star or a very famous show is advertised they will pay up to $100-150 for a ticket. If respondents can’t see cost or ticketing information immediately on a small flyer, they are more likely to search for it when the show is a big name one. In effect the famous “Brand” obliterates all other barriers. Function Over Form… Only a few younger respondents from the Interested segment picked up flyers solely based on unusual design or bright colour. Overall, respondents were more attracted to recognisable names or booklets with compiled information about events (see below). The emphasis was on function over form. Respondents wanted to see all the information needed for the decision then and there. They do not make the effort to do further searching if all the information they need is not provided in the initial communication. Promotional Media: Likes and Dislikes During the Focus Groups, respondents were presented with a range of flyers and magazine style publications, gathered from various venues and cafes around Brisbane. Three themes emerged in response……

9. Participation in the Arts Research, 2006Page 9 The ‘One-Stop-Shop’ Respondents overwhelmingly said they wanted to access one information source that lists a wide range of events and venues and also has a calendar style listing of everything that is happening. This preference was consistent for younger and older groups across segments. Younger respondents without family commitments must decide between competing and immediate entertainment options. The ‘technologically minded’ amongst them agreed that regular email newsletters with an inventory of events and ticket offers might be the best way for the arts to grab a greater share of their entertainment downtime. Those who didn’t access the internet very much, and the older groups, agreed that a booklet or calendar detailing all upcoming events across venues would be a good way to help them plan for an Arts event. It seemed this method of advertising arts events could, therefore, accommodate both long and short lead times, unlike some other forms (e.g. flyers or posters around town which depend more on proximity of respondent or respondent holding on to flyers for some time, which they all said they didn’t do). Further, although respondents didn’t want to receive a lot of ‘junk mail’ e.g. flyers or posters for individual events, they were open to adding their names to mailing lists for this type of promotional material. Promotional Media: Likes and Dislikes