1. Theatre Communications Group Audience (R)Evolution February 22, 2013

2. Objectives of the CEI Stimulate innovation Track engagement over time Inform cultural policy Reinforce culture as a recognized and valued component of a region’s quality of life

3. Arts learning & skills acquisition Inventive engagement Interpretive engagement Curatorial engagement Attend live performing arts programs Visit art museums and art galleries Visit history and science museums Attend community cultural events Media-based consumption Nine Components of the CEI Audience-Based Personal Practice

4. For each activity, both frequency and salience were measured. Four Frequency Cohorts One Salience Indicator On average, how frequently do you…

5. Adults with children have more active creative lives 25 28 35 46 50 38 59 65 67 75 70 62 0102030405060708090100110120130 Retiree Singles Retiree Couples Mid-Life, No Children Mid-Life, with Children Young Prof., with Children Young Prof., No Children CEI Score CEI BY LIFESTAGE Personal PracticeAudience-Based

6. Young Professionals w/out Children: Social Objectives Young Professionals w/Children: Learning/ Nurturing Objectives Attend museums, galleries, comedy clubs, poetry slams Social dancing All forms of curatorial/digital engagement Visit historic sites and museums Going to community ethnic or folk dances Make crafts, make videos

7. People of color are more engaged 56 47 36 73 62 58 0102030405060708090100110120130140 Hispanic Black or African- American White CEI Score CEI BY RACE Personal PracticeAudience-Based

8. Cultural role models matter 59 47 49 25 77 68 67 46 0102030405060708090100110120130140150 Both Outside Family Role Models Only In-Family Role Models Only No Cultural Role Models CEI Score CEI BY PRESENCE OF CULTURAL ROLE MODEL Personal PracticeAudience-Based

9. 99 Five Indicators of Civic Engagement

10. 10 CEI and civic engagement are highly correlated 68 52 40 33 30 26 96 81 61 53 42 30 0102030405060708090100110120130140150160170 Civic Score = 5 4 3 2 1 Civic Score = 0 CEI Score CEI BY CIVIC ENGAGEMENT SCORE Personal PracticeAudience-Based

11. Personal practice is linked to attendance

12. 1.Investments in culture are also investments in civic engagement and quality of life 2.A richer picture of cultural engagement appears when a broader definition of culture is used 3.Personal practice correlates with higher levels of audience- based activity 4.Communities of color are vitally engaged 5.Engaging more adults with modest education levels suggests emphasis on personal practice activities 6.The presence of children in the household appears to increase, not decrease, cultural engagement 7.Keeping older adults engaged in personal practice is a key challenge 8.Cultural role models are a key to increasing cultural engagement Summary Observations

13. The Goal – Doubling Cultural Engagement by 2020 13 1510 15 10 0 2030405060708090100110120130140150160170180190200 2020 2018 2016 2014 2012 2010 2008 CEI Score THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020 Curatorial engagement Interpretive engagement Inventive engagement Arts learning & skills acquisition Media-based consumption Attend community cultural events Visit historic sites, history and science museums Visit art museums and art galleries Attend live performing arts programs