Data from ABA Audience Survey

What types of obstacles do your audience's experience when attending an arts event? How do these obstacles and other drivers affect a patron's likelihood to repurchase at the same venue? We present preliminary research from ABA's Audience Survey, fielded before the shutdown Feb-Mar 2020, and completed by 4500+ arts patrons from a number of ABA member organizations. Full findings will be shared at our member virtual summit, Coming Back Stronger: Using the Shutdown To Rebuild Audience Loyalty (Oct. 29-Nov. 19).

The sample of findings suggest:

Arts respondents experience a variety of performance obstacles (like parking, high costs, and traffic) but these same obstacles have little impact on repurchase intent.
Patrons are more likely to repurchase at the same venue if the obstacle they experienced was personal and in their control, i.e. finding companions and limited time, rather than related to the venue and out of their control, i.e. performance problems and inconvenient travel
The level of how welcome a patron feels at a performance significantly correlates to their willingness to go back to the same venue.

October 26, 2020