There was a lot of talk at the 2015 Performing Arts Managers Conference about how to attract new guests and engage younger audiences. Several great ideas were offered, such as pushing for more arts appreciation in grade schools and presenting programs outside a venue’s walls and in communities. Specifically, though, how does one attract millennials?
Eventbrite has some answers, and it’s found it the company’s report, “The Art of Attraction: How to Grow Your Millennial Arts Audience.” Let’s take a look at some of the findings (quotes are from the report’s overview).
Millennials are Social Creatures Looking to Mingle
“[Forty-two percent] of this generation said they’d prefer going to events where they get to meet new people, and 32 percent would go to more events if there were people their age or friends in attendance. Adding a social component, like a happy hour or reception, would inspire 23 percent of millennials to frequent more arts events.”
Dress Code is a Form of Self-expression for Millennials
“Millennials embrace the tradition and formality around arts events and appreciate the opportunity to dress to impress at fancier gatherings—35 percent of millennials would rather attend an arts event that’s formal instead of casual. Nearly half of millennials (49 percent) even said they think performing and visual arts events are not dressy enough. While formality can be a draw for some millennials, they don’t want to be forced into a tux. [Sixty-three percent] of millennials would prefer events without the rules of a dress code.”
The Way to Millennials’ Hearts is Through Their Mouths
“Two in three (66 percent) millennials prefer arts events that have food, and over half (58 percent) prefer events that serve alcohol. [Thirty-one percent] of millennials would attend more arts events if they could nosh and sip on something during the show.”
Millennials Love Experiences With a Twist
“[Sixty-three percent] of millennials prefer events that are different from other events they’ve attended, and 29 percent would go to more events if they were held in a unique or unexpected venue. Some millennials are even craving a closer, more interactive look at the performing and visual arts world. [Forty-three percent] would prefer to attend events that incorporate audience participation.”
For Millennials, Offline = Out of Touch
“Many members of this generation actually would steer clear of events that don’t have a website (30 percent), Facebook or Twitter page (20 percent), or a YouTube page (19 percent). If events aren’t online, how are social-happy millennials supposed to do their research and spread the word to friends?”
Please view the full report to learn more findings from the study.
(Top image: s.yume via photopin cc; bottom image: Eventbrite)
