Outdoor Arts Facts & Figures
Following two years of Audience Finder research and analysis (2013-2014), it has become a consistent and demonstrable fact that Outdoor Art attract a wide-ranging and diverse audience that is truly representative of the total population. The headlines from the 2014 report are as follows:
…engage an enviable range of ages
- Outdoor Arts are remarkably successful at attracting an audience of all ages, and is particularly strong in the younger (16-24 & 25-34) and middle range (35-44 and 45-54) ages.
- This is much more marked than for other art form audiences.
…attract audiences that are truly representative of the population
- Outdoor Arts audiences represent a broad range of people from different ethnicities, more representative of the population as a whole compared with other art form sectors.
- Worthy of note is an increase in the ‘White Other’ category, recent residents coming from Europe and Eastern Europe in particular.
…genuinely reach out to people with less cultural engagement
- Outdoor Arts attracts all audience profiles from those with the highest engagement with the arts to those with the least engagement.
- It is unusual to see such high representation from the latter, demonstrating the capacity for Outdoor Arts to reach an audience that other art forms rarely reach.
- 10% had not attended any other arts activity… not even cinema
…engage audiences with positive reasons for being there
- Top motivations…
- ‘to be entertained’
- ‘to spend time with friends and family’
- ‘to enjoy the atmosphere’
- ‘to do something new’
- ‘to do something out of the ordinary’
- ‘to be inspired.’
- This is useful in understanding the combination of factors for attending when marketing Outdoor Arts.
…offer intrinsic social benefits
- Many people attend as part of groups – both adult groups and family groups
- 22% of people in multi-family groupings, which is relatively high
…are rated as high-quality experiences
- There is a high degree of satisfaction for the events offered, and audiences rate Outdoor Arts events highly across a range of areas including the quality of the performances and the overall experience.
- 97% rating the experience ‘good’ or ‘very good’.
…engage with a local audience
- Outdoor Arts audiences a are predominantly local.
- 69% of audiences travel from within a 20 mile radius – indicating a strong connection between place, community and outdoor events.
…have inbuilt place-making benefits
- One of the most notable characteristics of Outdoor Arts is the way in which it appears to contribute to pride in place and its active role in encouraging community cohesion.
- 70% of people strongly agreed with the statement that ‘the event is good for the area’s image’.
- Given that the majority of people in the audience are relatively local and report positive experiences, this implies that Outdoor Arts affect a sense of ‘local pride’.
…fuel cultural tourism
- Of those visiting from outside the area, the Outdoor Arts event was the main drive for their visit.
- While in the area they engaged in a range of activities:
- 59% visited a restaurant or café
- 49% visited a pub or bar
- 39% did some shopping
- 21% took part in another arts or cultural activity
- This shows positive indications towards impact on local economies.
Many of these results are already well known to Outdoor Arts practitioners and programmers, but it is important to celebrate and acknowledge these as the essential hard data needed to help the sector capitalise on its work.