1. LA STAGE ARTS CENSUS UNDERSTANDING ARTS AUDIENCES

2. From Big List /List-Trades to Arts Census

3. LA “Big List” model 2001-2009: List-trades only Pay to play Pay to extract

4. LA Big List 2001-2009: 92 total participating orgs in 9 years Average of 28 per year Highest number of net households in list: 350K High churn rate

5. List requests by phone only All names uploaded once a year List pulls at any time - no permission necessary Cost prohibitive Model was a barrier for key theaters

6. 2008 Market Segmentation study Test case for new research model: 99 organizations participated 1.1 million unique households Over 75% of names appeared on one list

7. Partnerships with funders and municipal agencies: Los Angeles County Arts Commission California Community Foundation Center for Cultural Innovation/ Southern California Dance Futures Fund Santa Monica, Pasadena, Long Beach, Culver City, Los Angeles, Orange County, Ventura, Riverside, West Hollywood

8. Arts Census USPS National Statistics: 9.7 Billion pieces are not delivered annually 18%-20% of US Households move annually Free Quarterly National Change of Address

9. Permission-based online system Makes list trading more efficient 24/7 access to research and functionality Lists selected from other organizations require approval before trading Automated system e-mails trade requests to list owners and approval is a couple of button clicks away

10. List owner controls: Opt-in list trading by segment or household Who gets their lists, What lists they get, When they get the lists

11. Cross Tabulation by Genre

12. Cross Tabulation by Org

13. Demographic & Psychographic Attributes Over 200 to choose from: Age Buying Habits Children Education Ethnicity Income Marital Status Net Worth

14. Household Population By State 100 - 999 1,000 – 9,999 10,000 – 99,999 100,000 – 2,000,000

15. Household Population By County 1.3 million 1,200 1

16. Patron SCF Maps & Org Locations Census Orgs 400,000 200,000 0

17. Patron Penetration by Zip Code

18. 2011 Arts Census Metrics # of Organizations100+ Total File Size2.9 Million Multi-buyer Households (2+ Org) 20% Available for Trade70% Lists Created243 Exchange Requests343 Trade Approval Rate71% Names Approved8.5 Million

19. 2011 Arts Census2008 Big List # of Organizations100+35 Total File Size2,900,000350,000 Available for Trade1,820,000350,000 Increased by 500% households available for trade

20. Arts Census Saves organizations time and money Engages funders and municipal partners Facilitates more trading through permission-based system Provides community-wide research Strengthens case for advocacy

21. LA STAGE ARTS CENSUS UNDERSTANDING ARTS AUDIENCES