ABA's membership model allows ideas and lessons to travel across arts genres and regions. Recently, we supported Santa Fe Opera in an effort to survey their local Latinx community, to understand arts & cultural preferences and habits. Using our Arts360 technology, we deployed a survey that received 92 responses, 67 of which self-identified as being of Hispanic/Latinx heritage.

While the survey is focused in the community of Santa Fe, New Mexico, the results can be helpful to any arts organization looking to conduct similar audience research. Key findings include: 

• "Preservation of Heritage or Culture” ranked as the most important quality in an arts organization for most respondents, with 48% reporting participation in or attendance at a tribal ceremony in the last several years.

• There is a clear perception that participating in arts & culture activities is not always affordable.

• Respondents value arts & cultural organizations that focus on their local community.

To read these and more findings, download the report below.