Arts Audiences: Establishing a Gateway to Audience Development and Engagement

ABSTRACT

Demand for mainline cultural art forms, including symphonies, opera, and jazz, is diminishing. As the arts face challenges concerning shrinking and aging audiences, reaching new consumer segments has become an imperative. The present research empirically examines how external forces related to an individual's opportunity to participate in the arts and internal variables related to motivation and ability influence audience development initiatives. In addition, the influence that these variables have on important engagement outcomes such as perceived value, loyalty, and advocacy are also evaluated. Findings offer insight for arts administrators into how consumption for live performing arts offerings can be fostered.