One of the early super sessions I participated in at the APAP conference earlier this month featured Rebecca Ryan speaking about how to attract young people to the arts. Ryan is the principal at Next Generation Consulting which did a pretty good study for the Arts Council of Indianapolis about just that topic. They ask about behavior rather than intent–what is the last arts event you attended rather than what type of event do you think you might like to attend.
She shared some of the conclusions of that study at the conference, the executive summary of which may be found on her website. Some of the more interesting findings about the under 40 set may be found on page 3 where she talks about why young people attend the arts, how much they are typically willing to pay and what the best media for reaching them can be.
The whole summary is only 7 pages long so read it! But in order to entice you into doing so, a few highlights-
“Young patrons attend arts and cultural events for reasons beyond the art itself. Specifically, young patrons want experiences that foster learning, connecting, and sensing.” (page 3)
(Their site has a blog entry giving an example of this during a visit to MoMA)
– The most popular reason 20-40 years olds attend arts andculture events is to learn something;
– Being social is the second most popular reason young patrons attend arts and culture events;
– Supporting an artist or arts organization ranked third among the reasons all arts patrons (regardless of age) attend arts and culture events. (page 4)
Pay attention to this one (my emphasis):
Our research shows many young people who, when asked for examples of their arts participation, mentioned for-profit galleries, house concerts, rock shows, and music clubs. These young people didn’t consider arts events to only be non-profit arts events, but rather had a much broader definition of ‘art.’ (page 4)
One of the ways she suggested was easy to tap into the younger generation’s desire to share an experience is to include a “Tell A Friend” link to each event page. Since we here at Butts In the Seats are all about inexpensive, practical solutions, (well, that and attractive arts management groupies, but we haven’t found any yet), I thought I would provide the HTML code for doing a tell a friend link.
The following method will launch a person’s email program (so it won’t work if they access email via web browsers), insert a subject line and put a short blurb about your show in the body of the email. You can do much more attractive jobs with java script set ups, this method doesn’t even allow for blank lines between information, but if you choose your information wisely, you can do an effective job.
Code:
<a href=”mailto:?subject=Your Subject Here&body=Description of a really great show with lions and tiger and bears, oh my! on Saturday, February 3, 8 pm. $23 adults/$19 students, seniors, military. More information at http://mytheatredomain.com”>Tell A Friend!</a>
Note: The ampersand before body has to be &”amp; without the quotes. I couldn’t make show up correctly without making it confusing.
Assuming you have a mail client that will launch, click on the following to see this in action:
Tell A Friend!
And I would be remiss if I didn’t provide an opportunity for you to tell your friends about Butts In The Seats-
Tell A Friend About the Butts In The Seats Blog
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