Photo: Jane Comfort and Company, by Arthur Elgort
Cross-Ethnic Research & Marketing Initiative
The Dance Center of Columbia College Chicago has achieved notable success in attracting ethnically-specific minority audiences to its performances. Data collected from audience surveys between 2000 and 2008 indicates that 45% of The Dance Center’s audience is non-Caucasian. However, the same data shows that the ethnic composition of audiences varies widely from event to event and is largely dependent on the works presented. Our data confirms the anecdotal assumption that culturally-specific performances attract larger percentages of audiences reflective of the tradition or heritage represented in the work performed. Deeper analysis of our survey data segmented by ethnicity reveals a disinclination for non-Caucasian audiences to attend performances that are not reflective of their own cultural traditions.To understand better the obstacles and opportunities for increasing sustainable cross-ethnic participation in our programs, The Dance Center launched a multi-year Cross-Ethnic Research & Marketing Initiative in 2008. While attracting first- time minority audiences remains a high priority for The Dance Center, the goal of the Initiative is to stimulate repeat attendance by broadening cross-ethnic participation regardless of the cultural specificity of the work presented.
The plan calls for a period of focused research followed by the development of targeted strategies and a comprehensive marketing plan to be implemented and evaluated over three years.
The Dance Center has assembled an Intercultural Advisory Group to provide input and comment upon each step of the Initiative. The group consists of an ethnically diverse mix of Chicago and national marketing and research specialist, and dance artists and arts managers representing Chicago-based dance, theater and music groups.
Slover Linett Strategies, a Chicago-based marketing research firm, was selected to conduct a Literature Review on Cross-Ethnic Arts Attendance and an initial phase of qualitative research. As part of the Literature Review, Slover Linett was allowed to perform a custom analysis of datasets from the Values and Impact Study conducted by Alan S. Brown and his firm, Wolf Brown, on behalf of 14 major university arts presenters.
Slover Linett’s research methodology – focus groups and phone interviews with key audiences – was designed to identify barriers, obstacles and motivations for cross-ethnic participation. Their research also examined why Caucasian audiences are more willing to “cross-over,” what their motivations are, and why the barriers and obstacles to cross-ethnic participation seem to apply less to Caucasian audiences. The research, conducted in spring 2008, is summarized in a report of Qualitative Research on Ethnic and Cross-Ethnic Dance Attendance.
The Dance Center, Slover Linett, and members of the Intercultural Advisory Group have developed a logic model for the Initiative. A logic model is a visual diagram illustrating the intended relationships between a program’s resources, activities, and outcomes. The Logic Model will serve as a framework for the development of a set targeted strategies, a marketing plan, and evaluation benchmarks intended to broaden The Dance Center’s audience by increasing cross-ethnic participation.
Implementation and testing of the plan will occur over a three-year period: 2009-2011. During the implementation phase, The Dance Center will maintain its long-standing commitment to presenting extended community engagement residencies and performances with world-class culturally-specific and intercultural contemporary dance companies. Audience demographic data will be collected and analyzed during the implementation phase in order to measure the efficacy of our efforts and provide a feedback loop for continued success.
As demographic shifts continue across the country, it is important to have leadership, relationships and content in performing arts organizations that both reflect and stimulate cross-cultural awareness, sensitivity, and learning. The Cross-Ethnic Research & Marketing Initiative represents a serious and meaningful approach to intercultural exchange and civic engagement that will help animate and stabilize Chicago’s diverse urban community.
The Dance Center is unaware of any successful models that stimulate the kind of broader cross-ethnic participation and intercultural exchange this project intends to address. With thorough documentation and dissemination of findings from The Dance Center’s research, strategies, and implementation outcomes, the proposed project has the potential for making a significant and lasting impact on the performing arts presenting field, both locally and nationally.
Leadership funding for The Dance Center of Columbia College Chicago’s Cross-Ethnic Research & Marketing Initiative has been provided by The Chicago Community Trust, Columbia College Chicago’s School of Fine and Performing Arts, and Columbia College Chicago’s Office of Marketing and Communication.
