Audience Development Studies and Stats

  • Creative Minnesota

    Creative Minnesota was developed by a collaborative of arts and culture funders and statewide arts service organizations in partnership with Minnesota Citizens for the Arts (MCA). The Creative Minnesota project is a collaboration of many partners whose goal is to create solid, hard data about the arts sector. This project is a long-term endeavor to collect and report data on the creative sector every two years for analysis, education and advocacy. Minnesota Theater Alliance has been an active partner by being represented on the Creative Minnesota committee, and engaging our performing arts community to participate in data collection. Also directly applicable, the Minnesota Theater Topic portion of the 2017 Creative Minnesota study.
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  • Free Night Outreach Experiment

    In October 2010, as one of our first programs, the Minnesota Theater Alliance participated in the sixth annual, national Free Night of Theater, led and supported by Theatre Communications Group (TCG), the national service organization for theaters. This audience development program offers free tickets to people to see one show at a theater they've never visited before. Working exclusively through partner organizations outside our industry for outreach, approx. 5,000 tickets were given away to 96 performances at 58 different theaters across the state. Every patron answered demographic questions to make their reservation. We cross-referenced demographics about the audience with the organization affiliation code they used to make their reservation. The result of our experiment was a ton of revealing data about which kinds of partner organizations reached which kinds of patrons.
    Click for more information
  • Minnesota audience data overview

    In Spring 2013, the Alliance launched MADE (Minnesota Audience Development Exchange), a cooperative database bringing together Minnesota arts and cultural organizations' patron lists cross referenced with demographic data through TRG Arts. In July 2013, TRG visited to share the first glimpse at what the data from 30 initial MADE member organizations reveals about our arts patrons.
    See the PowerPoint they presented here.
  • TCG Theatre Facts 2011

    Every year, Theatre Communications Group produces Theatre Facts, which provides three lenses through which to view the not-for-profit theatre field’s attendance, performance and fiscal health. Sarah Hart's story on Theatre Facts 2011 shows how theatres are deftly negotiating the bumps and curves of an economy in flux. This article was featured in the November 2012 issue of American Theatre.
    Read the article here
  • Intrinsic impact research by Theatre Bay Area

    The strength of the book Counting New Beans is in its impressive list of contributors. Through interviews, artistic leaders engage in conversation about audience, community, and the value of art. Beyond these thoughtful essays, the book includes the results of a two-year study titled,"Understanding the Intrinsic Impact of Live Theatre." This study, composed of patterns of audience feedback in 18 theaters and 58 productions, was commissioned by Clayton Lord of Theatre Bay Area and was completed by Alan Brown and Rebecca Ratzkin of WolfBrown.
    Read more

Event Archives

Event Archives

See what you missed or get the notes from what you saw. Detailed archives, including presentations, video, and more from past conferences.

Me/We: A Workshop Conversation for Performing Artists with Organizations, Collaborations, and Collectives
Andrew Simonet presented this workshop on October 29, 2015 with support from the McKnight Foundation and Springboard for the Arts. Notes, links and more info here.

Capacity Building Panel
In January 2015, the Alliance facilitated a Metropolitan Regional Arts Council workshop panel on capacity building in the arts, featuring panelists: DeAnna Cummings (Juxtaposition Arts), Julie Guidry (Upstream Arts), Randy Reyes (Mu Performing Arts), Peter Rothstein (Theater Latte Da), and Abdo Sayegh Rodriguez (TU Dance).

Touring and Presenting Panel Workshop
In March 2014, on Arts Advocacy Day, we brought together a panel of experience presenters and touring companies to share their collective wisdom about touring and presenting, from both ends of the booking relationship. The archive has a full audio recording of the panel discussion, links to resources, and a full attendee list.

Patron Software Smackdown Archive
In November 2013, we compared box office and CRM software tools currently available and in use by our local audience services professionals. Collected vendor materials available online, and a few print packages still left!

SIT Unconference 2013 Notes
In August 2013, we held an “Unconference,” entirely in Open Space format, to discuss issues of sustainability in theater. The conversation was shaped by those who attended, and ranged across the spectrum of sustainability – environment, economics, artistic, and community. Download the PDF of the notes here.

Who’s in Charge 2013 Archive
In May, 2013, the Alliance presented a collective conversation around critical challenges and opportunities in leadership, inclusion, and partnership facing our community. See videos, photos, presentation materials, links, and notes in the public archive.

Made in MN conversation
More information about the ongoing conversation with local playwrights, freelance directors and artistic directors interested in starting and shaping a conversation about how our community can collaborate to produce more local new work together.

Sustainability in Theater 2012 Archive
An archive of videos, presentations, links, and reference documents from the April 2012 conference on sustainable practices in the performing arts, presented by Minnesota Theater Alliance and the Sustainable Theaters of Minnesota Group.