A newly published study from audience research firm Indigo explores the behaviors and motivations of first-time attendees at UK performing arts events, indicating a significant increase in new audiences in 2023 compared to pre-pandemic levels. Despite the challenges of recovery from the pandemic, the report highlights several key findings and recommendations for arts organizations to attract and retain new audiences effectively.
Why it matters:
- Increased New Audiences: The study reveals a notable rise in first-time attendees for arts and cultural events in 2023, with over half of attendees being new to booking such events, indicating a potential growth opportunity for the arts sector.
- Retention and Engagement Strategies: By analyzing retention rates and audience feedback, the report suggests strategies to improve the likelihood of new audiences returning for future events, such as enhancing accessibility, leveraging email and social media automation, and offering value-driven experiences.
- Importance of Diversity and Wellbeing: The findings underscore the significance of catering to younger, more diverse audiences and prioritizing audience experience, with a majority of new attendees reporting better-than-expected experiences and increased wellbeing after attending events.
