Understanding Local Audiences: Ticket Sales Analysis, Hult Center for the Performing Arts, 1994-2002
This project aimed to advance the knowledge of the Hult Center’s current audiences and the local market, based on the analysis of the previous ticket sales trends. Understanding of the audiences is a crucial basis for arts organizations to strategically plan their activities. The literature reviewed for this project includes issues in audience research and audience development. Taking an audience research initiative at the local level, this project analyzed ticket sales records of the Hult Center for the Performing Arts from 1994 to August 2002. The analysis presents statistics of (1) the local audiences’ attendance behavior by type of performances, show date and time, and ticket price, and (2) overall presentation patterns of different types of promoters.