Dramatic Improvements Arts Management and Media Consultants and Arts Research and Ticketing Services Australia are pleased to announce that they have been successful in securing a significant grant from the Audience Development and Advocacy Division of the Australia Council for a project involving National Market Research And Development For The Regional Performing Arts Industry.

The Project involves analysing and summarising the computerised box office data from approximately 30 regional performing arts centres across Australia. The data will be profiled to produce geodemographic profiles of attendees complemented by an analysis of attendance patterns.

The Project aims to lay some foundations to addressing the challenge of advancing the industry knowledge of Australia’s existing performing arts attendees and sourcing new audiences. The project also aims to equip the management and staff of performing arts centres to employ this knowledge and geodemographic techniques to a greater degree of sophistication in their marketing initiatives.

Each venue will receive a copy of the analysis for their venue. A training information kit will also be produced and distributed to all participating venues, to assist with the employment of the research results in ongoing marketing activities.

The results from each venue will be aggregated to generate state and national analyses. Individual venues will not be identified within this summarised data, and all of venue information will remain strictly confidential.

Participating venues will be asked to make a small financial contribution of $250 to the Project. The actual cost of the Project for each venue is over $4,000 - the balance being supported by the Australia Council funding and Pacific Micro Marketing sponsorship.

The Project Team will shortly be compiling a list of venues who would like to participate in this development opportunity and you are welcome to indicate your willingness to be a part by contacting us. Please find enclosed information about the Project that we hope should answer many of your questions.

If you do have queries, please do not hesitate to contact David Eedle at Dramatic Improvements or Tim Roberts at ARTS Australia.

Back to National Research Project Entry Point

This project is conducted in partnership with the Australia Council, the Commonwealth Government's arts funding and advisory body.

Sponsored by Pacific Micromarketing the Asia Pacific licensee for Experian Micromarketing. MOSAIC is jointly developed by Experian and Pacific Micromarketing