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THE CURATED ARTS EXPERIENCE
CECI DADISMAN // DIRECTOR OF MARKETING & PR // PALM BEACH OPERA
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THE USE OF TECHNOLOGY BEFORE, DURING, OR AFTER AN EVENT THAT ENGAGES THE
PARTICIPANT OR ENRICHES THE EXPERIENCE.
THE CURATED ARTS EXPERIENCE
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FIRST, SOME DATA ABOUT DIGITAL
THE CURATED ARTS EXPERIENCE
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Not Enough Budget
71%
Measuring ROI
62%
The biggest obstacle
for digital marketing success?
Source: Capacity Interac1ve // Performing Arts Digital Marke1ng Benchmark Survey
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Source: Capacity Interac1ve // Performing Arts Digital Marke1ng Benchmark Survey
94%
8%
Have Google Analytics Installed
Using it to its potential
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Source: Capacity Interac1ve // Performing Arts Digital Marke1ng Benchmark Survey
Ballet 60%
Presenter 49% Modern
Dance 48%
Theater 43%
Opera 39%
Orchestra 27% Arts orgs
sell an average of
46% of their tickets online
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PaLM BEACH OPERA SELLS
46% OF TICKETS
ONLINE
Phone 50%
Online 45%
In Person 5%
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More than half of American adults ages 65 or older use the internet.
Of those people, 70% use the internet daily.
Source: Pew Research Center’s Internet & American Life Project
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75% of internet users
age 50 and over make
purchases online.
66% of them
research larger purchases
online.
Source: eMarketer
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CONSUMER BEHAVIOR IS CHANGING. #FACT
THE CURATED ARTS EXPERIENCE
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CASE STUDY: LYRIC OPERA OF CHICAGO
Source: Chicago Sun Times
TICKET SALES ARE UP 15% J
MAINSTAGE OPERA TICKET
SALES ARE DOWN L
? !
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THE CURATED ARTS EXPERIENCE
“…of the 36,100 attendees for “Oklahoma!,” more than 18,000 were seeing a Lyric Opera performance
for the first time. “This was the largest number of individual tickets Lyric has ever sold for a single
production,” Freud said. Nine thousand other first-timers attended other Lyric Unlimited events.”
Source: Chicago Sun Times
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CASE STUDY: NEW WORLD SYMPHONY
Source: New World Symphony/Mellon Foundation
OF SEASON IS Alternative
performances 10% PRODUCED
NEW AUDIENCE MEMBERS OVERALL
31%
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BEFORE & AFTER
THE CURATED ARTS EXPERIENCE
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THE LOBBY EXPERIENCE
THE CURATED ARTS EXPERIENCE
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WHERE DO PEOPLE GET THEIR
INFORMATION ABOUT A SHOW?
THE CURATED ARTS EXPERIENCE
Lobby 30%
Program Book 60%
Other 10%
Source: WolfBrown 2013
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GIANT INTERACTIVE SCREENS
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WOOLLY MAMMOTH THEATRE COMPANY
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FEEDBACK CAN BE HIGH OR LOW TECH
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DURING THE EVENT
THE CURATED ARTS EXPERIENCE
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SURVEYS ARE STILL IMPORTANT
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TWEET SEATS!
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WALLACE GRANT FINDINGS SEATTLE OPERA
When patrons are aware of them, these kinds of technology-based features may contribute toward an enjoyable simulcast experience,
high levels of interest in future attendance, and feelings of connection to Seattle Opera. But it is not the technology itself
driving this impact—it’s the learning and context that they provide. The end is more important than the means.
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CECI DADISMAN
Director of Marketing & PR Palm Beach Opera
@cecidadisman
LET’S CONNECT