Performing Arts - UK - October 2010
- The past two years have seen the performing arts industry record a strong performance, boosted by the trend towards escapism and stronger domestic and inbound tourism. In 2010, the market is expected to be worth just over £2 billion, an increase of 21% compared to 2005.
- Funding is set to become a major issue for the arts, with the budget of the Arts Council for England having been cut by 29.6% in real terms over the next five years as a result of the government’s Comprehensive Spending Review. This will place renewed pressure on subsidised arts organisations at a time when corporate sponsorship and donations are quite hard to come by.
- Just over two in five adults (42%) claim to have visited some form of performing arts in the past year. The most popular genre is musicals (visited by nearly a quarter), followed by plays (nearly a fifth) and pantomimes (just over one in ten).
- The typical performing arts visitor is female, high-earning and from the 45-54 year-old age range. The characteristics of visitors to each genre differs slightly, with the profile for pantomime visitors being slightly younger (due to having young children of pantomime age) and the audience for ballet and opera tending to be older than average.
- Around three-quarters of performing arts visitors buy drinks at the venue, compared to just over half who buy programmes and/or merchandise and just under half who buy food. The majority of people spend a relatively modest amount, under £10 on average.
- The population can be divided into three target groups – the Culture Vultures, Show People and No-Gos. Culture Vultures and Show People share similar characteristics in that they are most likely to be female and from high-earning households but Culture Vultures are slightly younger and visit a broad portfolio of performing arts whereas Show People focus on musicals. No-Gos tend to be men and those from the youngest and oldest age groups and people from lower-earning households.
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