Distance Influences Attendance
Compelling evidence that organizations should investigate ways in which they can take performances to new audiences, rather than expecting new audiences to come to them:
"Our research reveals that the arts are radically local. We expected distance to play a role as a cost in the value calculus, but we underestimated just how much location weighs in the decision to act or not to act. Based on an exploration of related research in retail settings, we initially estimated that a person living roughly 7 miles (12 kilometers) from an arts and cultural organization would be 80% less likely to attend than a person living in the organization’s immediate neighborhood. Analysis of the data revealed that, in the average community, a more accurate estimate is that patronage likelihood drops off by 80% at around 1 mile from the organization – not 7 miles."