Mix It Up Project Report: Building New Audiences - Multicultural Arts ...

3. Barriers to Attendance
Mix It Up Research Project 2006
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Centre For Leisure Management Research
The other big debate throughout was ticket pricing. (Administration, The Arts Centre)
Barrier removal alone is not enough to ensure attendance at Mix It Up events. Products were developed or
packaged that would attract a different audience. Nonetheless, perceived barriers were a threat to some
audiences. They are discussed next.
Perceived Risk of Ticket Purchase
Additional information about the performers or specific show was actively sought to support the decision to
attend— the internet being a key channel.
100%
80%
60%
40%
The anchor to something that is known is a very important driver of attendance—potential
audience members want some assurance that their investment in time and money will be
worthwhile (particularly if inviting others to attend). The more that is known about the artists or
genres the stronger the driver of attendance and the lower the risk. (Arts Centre Research)
Access to Arts Centre Website - Mix It Up vs the Arts Centre 05/06
47%
76%
53%
24%
20%
19%
5% 6%
4% 5%
9%
4% 4%
0
NET Not visited website
Within last fortnight
1 - 3 months
NET Visited AC Website
Within last week
Within last month
the Arts Centre 05/06 Mix It Up Events
8% 8%
3+ months
Audiences who attended Mix It Up, visited the Arts Centre website in greater numbers than Arts Centre patrons
who attended other arts events at the Arts Centre. This finding supports the notion that audiences for Mix It Up
were indeed new audiences. This new market segment gathers information from the internet, as they were
younger audiences and the youth market is more likely to use the internet to find information.