Predicting public participation in the Arts and its marketing implications

Amy M. Maret¹ and Paul D. Berger²*

¹Chadwick, Martin, Bailey, Boston, MA 02111 U.S.A.

²Marketing Department, Bentley University, Waltham, MA 02452 U.S.A

*Corresponding Author E-mail: pdberger@alum.mit.edu

Abstract

Abstract

Participation in arts-related activities is consistently acknowledged as a major success factor for individuals and economies. In 2010, the arts industry in the United States generated $135.2 billion and supported 4.1 billion jobs in the U.S. (Americans for the Arts, 2011). However, data collected by the National Endowment of the Arts from 1982 to 2008 indicate that the arts are facing a decline in participation and an aging audience, which both suggest that the industry may struggle in coming years (NEA, 2009). In light of this information, it is crucial that arts organizations understand their audiences and how best to appeal to them. Using multiple regression analyses, we seek to identify the best models to predict participation for various art types and regions of the United States, and discuss the marketing implications of these results.

Keywords: The Musical arts, Marketing strategy, Multiple regression