Is price really what’s keeping people away from #ballet, #opera, or #symphony performances? Groundbreaking new research says otherwise: social connections and education are even more powerful barriers than dollars. A UC San Diego study of 7,500 U.S. and UK participants found education, vocabulary, and—most critically—social networks matter far more than income when it comes to “highbrow” cultural attendance. In the UK, knowledge and cultural literacy lead the way; in the U.S., it’s community connections. The lesson for arts organizations: affordable tickets are helpful, but deep inclusion requires outreach, mentorship, and education to help new audiences feel like they truly belong. Sweibel Arts partners with performing arts groups to create welcoming spaces and strategic outreach—making culture accessible for all. Want actionable steps to grow your audience beyond price? Let’s talk about real inclusion. Read more: https://lnkd.in/eEqnmpG3
Absolutely. This is a matter of belonging, not just access.
Marketing & Communications Professional - Nonprofit & Social Impact
2wAgreed! It's easy to think price reduction will increase ticket sales for classic arts organizations and broaden reach but it only goes so far. If the programming doesn't appeal to diverse audiences it doesn't matter what the ticket prices are. Also, feeling included as an audience member is equally important. I could go on(and have) for pages on how arts orgs should shift their marketing and org strategies to grow and sustain an audience & member base.