SPOTLIGHT ON ARTS AUDIENCES

Alberta continues to be at a crossroads brought by a pandemic that has changed public life and reshaped our economy. This is especially true in the Arts & Culture sector which continues to experience a decline in engagement with events and activities. With this in mind, we contracted research firm Stone-Olafson to conduct in-depth research on the current engagement of arts audiences in the province. Alberta Foundation for the Arts, Calgary Arts Development, Calgary Foundation, Edmonton Arts Council, and Edmonton Community Foundation have all stepped forward to help fund this project.

This work was developed for this sector exclusively, and funded by arts-supporting foundations in Calgary and Edmonton. It builds upon research that began in 2020 but is designed to provide specific, relevant and reliable facts to support the leaders in the arts and culture sector as they build relevance and grow attendance. The project is two years long and will have six waves of in-field research and results.

Funding Partners:

Research Wave 4

The fourth wave of research focuses on:

• General interest in the arts/current levels of arts participation
• Updated understanding of the consumer mindset
• How well consumers' expectations are being met in the arts
• Marketing methods to inspire potential audiences (mid-funnel marketing)

Research Wave 3

The third wave of research focuses on:

How Albertans think about arts education,
How they think about spending habits, and
How they approach decision-making.