Managers Forum Sept 2016 Slides: Marketing and Audience Development for Youth Theatre Productions

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James Coutts Communications & Marketing Manager Youth Theatre Arts Scotland james@ytas.org.uk & Add Content here Clare McAndrew Researcher Culture Republic clare@culturerepublic.co.uk

Who attends Youth Theatre in Scotland?

How do audie Youth The compare to au at other ev

What did we do?

Profile of youth theatre audiences using box office data Data taken from: Pitlochry Festival Theatre, Beacon Arts Centre, The Arches, Lyceum Theatre, Perth Concert Hall (Horsecross), Aberdeen Performing Arts, Dundee Rep, Rothes Halls, the Brunton Theatre and the Traverse Theatre (from February 2014 to March 2015) Data grouped into ‘Regions’ (North, Central, South West, South East) Analysis included: Booking patterns Geographic analysis Mosaic profiling (including insight into sales channels and where to find them) Crossover with other artforms Pricing Trends

CR access box office data through Purple Seven Vital Statistics software

Anonymous data (only get customer postcode)

Compare with other organisations or draw data together from a range of venues

If you sell through a box office you can get this data

Mosaic Segmentation Experian is the leading supplier of consumer classifications in the world. One of the segmentations they have created is Mosaic Scotland. It is part of a family of household and neighbourhood classifications that covers the whole of the UK. It classifies Scotland’s consumers into 57 Types aggregated into 14 Groups.

Mosaic Scotland is designed specifically to help identify the characteristics that make living in Scotland different from the rest of the UK. It paints a rich picture of Scottish consumers in terms of socio-demographics, lifestyles and behaviour, and provides a detailed understanding of Scottish society.

To build Mosaic Scotland, Experian takes a four stage approach:

1. A macro analysis of societal trends in Scotland.

2. Identification of the most appropriate data sources as inputs.

3. A sophisticated proprietary approach to clustering unique to Experian.

4. Fieldwork and market research assist in validation and interpretation of the segmentation.

Key Findings – Ticket Sales More tickets sold per performance in the South East

Pricing – ticket price range biggest in South West and South East (£0-£12)

Ticket yield was higher in the South West

Tickets Per Performance

Ticket Yield

171

£5.97

£5.34 102 53

All events

£3.80 42

North

Central

£5.17

£3.27

41 South West South East

All events

North

Central

South West South East

Key Findings – Purchasing Tickets Few tickets bought more than one month in advance

Central highest % of tickets sold the week before (82%)

South West had the lowest percentage of tickets bought in the week before (37%)

North had the highest % of tickets bought on the day (29%); South West the lowest (8%)

82% 73% 65% 52% 37% 29%

24%

16% 9% All Events %

North % % Tickets bought on the day

8%

Central % South West % % Tickets bought in the week before the event

South East %

Key Findings – Repeat Attendance Low level of repeat attendance; overall 90% of households attended only 1 youth theatre event in 14/15. North had the highest percentage of repeat attendance and South West the lowest.

% HHs attending once 90%

90%

95% 83%

73%

All events

North

Central

South West

South East

Mosaic Groups Country Living top in North (15%) Prestige Positions top in Central (18%)

City Prosperity top in South East (21%) Rental Hubs top in South West (16%)

Mosaic Types Rural Vogue top in North (6%) Modern Parents top in Central (9%)

Premium Fortunes top in South East (9%) Central Pulse – top overall (8%) and in South West (9%)

Rental Hubs Domestic Success Prestige Positions City Prosperity Central Pulse Uptown Elite

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Chrysalis

69 tickets per performance (average)

Ticket yield lower at Chrysalis than YT overall and YT performances in Edinburgh

25% of tickets bought on the day or the day before

37% of tickets sold more than 2 weeks before (higher than YT overall and YT Edinburgh)

22nd Sept saw a spike in ticket sales (around the time of the Chrysalis trailer launch)

Full festival pass was the most common ticket type (most bought more than a week in advance)

Chrysalis – Mosaic Groups % Difference (Chrysalis vs all youth theatre events in 14/15) 9%

3%

2%

1%

-2%

0%

1%

1%

-1%

-1%

-1%

-4%

-12% A Ci ty Pros peri ty F Suburban Sta bi l ity K Muni ci pa l Chal l enge

-12% B Prestige Pos i tions G Domestic Succes s L Vi ntage Val ue

C Country Li vi ng H As pi ri ng Homema kers M Modest Tradi tions

D Rura l Real i ty I Fami l y Ba s i cs N Rental Hubs

E Seni or Securi ty J Tra ns i ent Renters

Chrysalis – Mosaic Groups % Difference (Chrysalis vs youth theatre events in Edinburgh FY14/15) 10%

5% 2%

-2%

-1%

1%

1%

2%

1% 0%

-2%

-8% -11% -13% A Ci ty Pros peri ty F Suburban Sta bi l i ty K Muni ci pal Cha l l enge

B Prestige Pos itions G Domestic Success L Vi ntage Val ue

C Country Li vi ng H As pi ri ng Homema kers M Modest Tra di tions

D Rural Real i ty I Fami l y Bas i cs N Rental Hubs

E Seni or Securi ty J Trans i ent Renters

Chrysalis - Mosaic Types Chrysalis Top 5 Mosaic Types (% HHs) 14%

8%

9% 7%

8% 6%

6% 4% 2%

N55 Central Pulse

A02 Uptown Elite Chrysalis HH %

A03 Metro High Flyers All YT events 14/15 HH %

5%

4%

5%

6%

1% N57 Student Scene 0% YT Edinburgh 14/15 HH %

F25 Ageing Access