Artists and Audiences, Changing Lives

With the generous support of the Wallace Foundation, over the past two seasons the Annenberg Center for the Performing Arts has embarked on an extensive effort to understand the values of its audiences and how those values drive ticket purchase and impact engagement. Building on the 2007 Major University Presenters Values and Impact study conducted by WolfBrown, the Center partnered with five other Major University Presenters to conduct an actionable values-based segmentation study which yielded a detailed segmentation model as well as a segmented database of patrons. The Center was charged with using the research to develop audience engagement programs for the various segments with the intent of increasing engagement, loyalty and retention among its audience.