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In preparation for the Campaign for Culture, research in the form of focus groups, telephone surveys and self-administered mail questionnaires, was conducted. The Cultural Alliance began the research with an initial round of focus groups. Eleven groups representing a broad array of demographic characteristics were convened. The key learning from this qualitative research was used to shape the quantitative study that forms the basis of the findings. The data presented below is based on 1,514 telephone respondents and 509 mail survey participants (34 percent response rate) who are leisure time decision-makers in the 18 county Philadelphia television market.
The research was sponsored by a grant from The Pew Charitable Trusts, with additional support from the William Penn Foundation and PNC Bank Foundation.
Usage
- 97% have participated in out-of-home leisure activities in the past year, both arts and cultural as well as other types of leisure activities.
- Frequency of participation in other leisure activities is far more prevalent compared to arts and culture. The average number of annual arts and culture visits was 19 compared to 62 for "other leisure"
- Individuals spend an average of $25 a month on arts and culture activities; about half of the arts and cultural activities in which people participate require paid admission.
Associated Spending
- More than half eat out in a restaurant in connection with attendance at arts and cultural events, spending an additional $23 per person on their dining-out experience.
- One in five also shop before or after an arts and cultural event, spending an average of $58, not including any spending at the event itself.
Attributes of Arts and Culture
The most important factors (5+ on a 6-point scale) when making a decision to participate in an arts/cultural activity are:
- "It appeals to you" (5.2)
- "It's entertaining" (5.2)
- "You feel safe going there" (5.1)
- "It is worth the price" (5.1)
- "You understand it enough to appreciate it" (5.0)
- "Convenient parking is available" (5.0)
Attitudes towards Arts and Culture
The top six attitudinal statements most agreed with (>4.5 on a 6-point scale) are:
- "There are lots of arts and cultural activities in downtown or Center City Philadelphia" (5.2)
- "Culture brings people together; you learn about yourself and others" (5.0)
- "It is important to learn about people from different cultures" (5.0)
- "Arts and cultural activities attract tourists to the area, thereby stimulating the economy" (4.9)
- "Arts and cultural offerings in the tri-state area make this region a better place to live" (4.7)
- "The tri-state area's arts and cultural offerings are a source of pride for our community" (4.7)
Key Strengths of Arts and Culture
- "Experience" strengths of arts and culture are that "you understand it enough to appreciate it," that it "is appealing," "entertaining" and "relaxing," and that it is suitable for children.
- "Value" strengths are "there is enough to do and see to be worth the time," "it is worth the price," "have heard good things about it" and knowing "you won't be disappointed."
- "Convenience" strengths relate to "ease of driving there" as well as "not taking too long to get there."
Key Weakness of Arts and Culture
- No discounted parking is the key category weakness.
Membership/Subscription and Donor Behavior
- One in five have memberships or subscriptions to arts or cultural organizations; those who do belong to two groups on average.
- About one third have donated to arts and cultural organizations.
- One in five have volunteered for arts and cultural organizations.
Media
- Newspapers (especially the Philadelphia Inquirer), word-of-mouth and radio are the most common sources of leisure information.
- Two-thirds of area residents have Internet access; one in four use it for information on leisure activities (no single web site dominates).
Profile of the Leisure Decision-Maker
Typical leisure decision-makers (and arts and culture users) tend to be:
- Female
- 25 - 54 years old
- Married
- With at least some college education
- Employed full-time
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