This paper is directed at performing arts managers interested in developing marketing techniques in order to expand the audiences for their performances. The paper outlines a model of the process by which an individual progresses from lack of interest in the performing arts to active participation and interest. The model that describes this…

In an effort to broaden the audience for the performing arts, attitudinal, life-style, and socioeconomic data on marginal and regular attenders of theater and symphony concerts in Atlanta (Georgia), Baton Rouge (Louisiana), Columbia (South Carolina), and Memphis (Tennessee) were collected. Telephone interviews were conducted with 1491 respondents…

Becoming involved in the arts is a process that involves movement through several stages, from disinterest to active attendance at and enthusiasm for performing arts events. Since target consumers at any time will differ in their placement on this continuum, marketing programs to expand arts audiences must first identify where each target segment…