Theatre Communications Group Audience (R)Evolution February 22, 2013

1. Theatre Communications Group Audience (R)Evolution February 22, 2013

2. Objectives of the CEI Stimulate innovation Track engagement over time Inform cultural policy Reinforce culture as a recognized and valued component of a region’s quality of life

3. Arts learning & skills acquisition Inventive engagement Interpretive engagement Curatorial engagement Attend live performing arts programs Visit art museums and art galleries Visit history and science museums Attend community cultural events Media-based consumption Nine Components of the CEI Audience-Based Personal Practice

4. For each activity, both frequency and salience were measured. Four Frequency Cohorts On average, how frequently do you… One Salience Indicator

5. Adults with children have more active creative lives CEI BY LIFESTAGE Personal Practice Audience - Based Young Prof., No Children 38 62 Young Prof., with Children 50 70 Mid - Life, with Children 46 75 Mid - Life, No Children 35 67 Retiree Couples 28 65 Retiree Singles 25 59 0 10 20 30 40 50 60 70 80 90 100 110 120 130 CEI Score

6. Attend museums, galleries, comedy clubs, poetry slams • Social dancing • All forms of curatorial/digital engagement • Visit historic sites and museums • Going to community ethnic or folk dances • Make crafts, make videos

7. People of color are more engaged CEI BY RACE Personal Practice Audience - Based White 36 58 Black or African - 47 62 American Hispanic 56 73 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 CEI Score

8. Cultural role models matter CEI BY PRESENCE OF CULTURAL ROLE MODEL Personal Practice Audience - Based No Cultural Role Models 25 46 In - Family Role Models Only 49 67 Outside Family Role Models Only 47 68 Both 59 77 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 CEI Score

9. Five Indicators of Civic Engagement 9 9

10. CEI and civic engagement are highly correlated CEI BY CIVIC ENGAGEMENT SCORE Personal Practice Audience - Based Civic Score = 0 26 30 1 30 42 2 33 53 3 40 61 4 52 81 Civic Score = 5 68 96 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 CEI Score 10 10

11. Personal practice is linked to attendance

12. Summary Observations • Investments in culture are also investments in civic engagement and quality of life • A richer picture of cultural engagement appears when a broader definition of culture is used • Personal practice correlates with higher levels of audience-based activity • Communities of color are vitally engaged • Engaging more adults with modest education levels suggests emphasis on personal practice activities • The presence of children in the household appears to increase, not decrease, cultural engagement • Keeping older adults engaged in personal practice is a key challenge • Cultural role models are a key to increasing cultural engagement

13. THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020 Curatorial engagement 2008 15 10 10 10 15 15 10 10 Interpretive engagement 2010 Inventive engagement 2012 Arts learning & skills acquisition Media - based consumption 2014 Attend community cultural 2016 events Visit historic sites, history and science museums 2018 Visit art museums and art galleries 2020 Attend live performing arts programs 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 CEI Score The Goal – Doubling Cultural Engagement by 2020