FEASIBILITY_STUDY , item 14. PDF 1 MB - Meetings, agendas and ...

A feasibility study prepared for the Black Box TrustNovember 20113.4 Audience diversityIt has been widely commented throughout consultation with key stakeholders that the Black Boxhas “created its own identity”, “its own type of audience”, “it appeals to most people -the audience is bohemian, eclectic and quirky”. DSD, ACNI, Audiences NI, CQSGTo determine whether these perceptions provided a true reflection of the type of audience theBlack Box attracts, we requested a mosaic analysis from Audiences NI to profile thecharacteristics of those who had attended the venue between August 2008 and October 2011.The mosaic information was provided based on the names and addresses of all the accountswithin the Black Box‟s Worldpay booking system. It did not include any mailing list data, doorsales or through other ticket sellers. It is worth noting that a significant proportion of tickets arelikely to be sold at the door of the venue, therefore the actual size of attending audiences will begreater and may boost the details of characteristics within certain groups.The dataset was de-duped and then compared against Mosaic Northern Ireland fordemographic profiling. Further details of the analysis provided by Audiences NI, is provided inAnnex B.3.4.1 What sort of people booked at the Black Box in Belfast?At least 0.6 percent of the households, who booked their tickets for events in advance online, inNorthern Ireland, attended the Black Box between August 2008 and October 2011.Approximately 70 percent of these households fall within four main Mosaic NI Groups, namely„Wealth and Wisdom‟, „Better Off Families‟, „Ageing Suburbanites‟ and „Students and Singles‟.Table 3.2 below provides an overview of the nine main groups representing the types ofaudience attending the Black Box.19