using box office data with the Audience 360º Project

Audience 360º s a project that aims to help performing arts organisations and venues to grow and diversify their audiences. It does this by allowing them to mine information from a vital resource: box office data.

Using the Vital Statistics Agency software developed by UK company Purple Seven, Audience 360º brings together daily customer data from arts venues, including different box office systems. This Audience Data Programme enables us to access and analyse transactional data to understand the health of the arts market nationally, regionally and by artform.

Primary aims of Audience 360º

1. To providing participating organisations with a fast and efficient way of looking at their own patron data and compare it with aggregated data from a number of other participating organisations in New Zealand
2. To create a profile of New Zealand audiences as a benchmarking and trend analysis tool. This data will be used by us to publish information for the benefit of the wider arts and cultural sector in New Zealand.

What  do organisations get from Audience 360º

Each participating organisation receives yearly reports on:

• repeat attendance - the frequency of attendance of audiences
• booking time - how far in advance audiences book
• artform crossover - how many artforms the audience attends and the audience cross-over
• Mosaic Types - geodemographic profiling of arts audiences
• drive distance and time - how far audiences are prepared to drive to the venue and how long it takes them.

Audience 360º is also an occasion to gather several New Zealand arts organisations together to talk about audience development, marketing and data integrity. We organise regular meetings and workshops to improve the programme and share its results with the participants.

To date, 24 arts organisations and venues are participating in the project. The Audience 360º project aims to have 32 arts organisations and venues signed up by 2011.

Who's paticipating

Northland

• The Centre, Kerikeri

Auckland

• THE EDGE®
• Maidment Theatre – Te Atamira
• Auckland Theatre Company
• The PumpHouse Theatre
• Auckland Philharmonia Orchestra
• TAPAC
• NBR New Zealand Opera
• Skycity Theatre
• Q Theatre

Hamilton

• Hamilton City Theatres

Palmerston North

• Centrepoint Theatre

New Plymouth

• TSB Showplace

Palmerston North

• Centrepoint Theatre

Wanganui

• Royal Wanganui Opera House

Wellington

• Capital E - National Theatre for Children
• Downstage Theatre
• Positively Wellington Venues (includes St James, Wellington Opera House, Michael Fowler Centre, Wellington Town Hall and TSB Bank Arena)
• Royal New Zealand Ballet
• Circa Theatre

Christchurch

• The Court Theatre
• Isaac Theatre Royal
• Christchurch Symphony Orchestra

Dunedin

• Fortune Theatre

Audience 360º resources

Audience 360º Report - July 2011 audit report (pdf 1.1MB)

Mosaic: 42 ways to know your market better (pdf 2.3MB)

Vital Statistics Essentials: User Manual (pdf 1MB)

Contact information

For further information please contact sabrina.leruste@creativenz.govt.nz

Audience 360º is run in association with Pacific Micromarketing.