Table of Contents
Issues in the Market
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- Definitions
- Abbreviations
Insights and Opportunities
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- First come, cheapest served
- I’m a regular VIP
- Make the occasion extra special
- A cultural wake-up call
Market in Brief
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- The audience
- Culture and the critics
- Theatre subsidy
- Strong supporting cast
- Top tickets
- Spotlight on the future
Fast Forward Trends
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- Trend 1: Happiness, Happiness
- Definition
- Observations
- Market Touchpoints
- Trend 2: “Damsels in De-stress”
- Definition
- Observations
- Market Touchpoints
- Trend 3: “Idol Worship”
- Definition
- Observations
- Market Touchpoints
Internal Market Environment
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- Crumbling theatres
- £250 million of investment required
- Where will the money come from?
- Tackling ticket rip-offs
- OFT recommendations for event advertising
- Getting tough on touts
- Tourists with a taste for the theatrical
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- Figure 1: Attitudes towards British culture, by incoming market, May 2006
- Inbound tourism on the rise…
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- Figure 2: Overseas residents’ holiday visits in the UK, by purpose of visit, 2001-05
- …with visitors spending more
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- Figure 3: Overseas residents’ holiday spending in the UK, by purpose of visit, 2001-05
- Seasonality
- People like to think that they are theatre-goers
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- Figure 4: Theatre visiting, 1996-2006
- Strong support
Broader Market Environment
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- Population trends
- 45-54 age group to take on greater significance
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- Figure 5: Trends and projections in the age structure of the UK population, by gender, 2001-11
- Core AB target group projected to grow in number
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- Figure 6: Forecast adult population trends, by socio-economic group, 2001-11
- Lifestage trends
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- Figure 7: Forecast adult population trends, by lifestage, 2001-11
- PDI and consumer expenditure
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- Figure 8: Trends in personal disposable income and consumer expenditure, 2001-11
Arts Council and National Lottery Funding
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- Funding essential to allow innovation
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- Figure 9: Income and expenditure of regularly funded organisations in 2003/04
- ACE-regularly funded organisations
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- Figure 10: Selected ACE-regularly funded organisations receiving in excess of £5 million, 2005/06-2007/08
- The National Lottery
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- Figure 11: National Lottery contribution to the arts, November 1994-March 2006
- The National Policy for Theatre
Competitive Context
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- Classical concerts – a niche, upmarket appeal
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- Figure 12: Attendance and interest in classical music concerts/recitals, 2002-06
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- Figure 13: Attendance of classical music concerts/recitals, by gender, age, socio-economic group, region, lifestage and Mintel’s Special Groups, 2006
- Dinner and/or a show?
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- Figure 14: Frequency of visiting restaurants in the evening, 2002-06
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- Figure 15: Frequency of visiting restaurants in the evening, by gender, age, socio-economic group, region, lifestage and Mintel’s Special Groups, 2006
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Royal Opera House
- The National Theatre
- Scottish Opera
- The Society of London Theatre
Market Size and Forecast
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- Central London Admission Trends
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- Figure 16: Trends in theatre admissions and box office revenue in central London, 2001-2011
- Figure 17: Trends in number of venues, performances and productions in central London, 2001-2011
- Factors used in the forecast
- Regional Admission Trends
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- Figure 18: Regional trends in theatre admissions and box office revenue in the UK, 2000-06*
Companies and Products
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- The Ambassador Theatre Group
- Subsidiaries and creative alliances
- Trading activity
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- Figure 19: The Ambassador Theatre Group, selected profit and loss, 2003/04 and 2004/05
- Live Nation UK
- UK venues
- Really Useful Theatres
- Trading activity
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- Figure 20: Really Useful Theatres Limited, profit and loss account, 2003/04 and 2004/05
- West End portfolio
- Productions in the pipeline
- Delfont Mackintosh
- Trading activity
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- Figure 21: Delfont Mackintosh Theatres Limited, profit and loss account, 2003/04 and 2004/05
- Ongoing investment
- Nimax Theatres
- Royal Opera House – The Royal Opera Company and the Royal Ballet Company
- Trading activity
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- Figure 22: Royal Opera House, selected income and expenditure, 2003/04 and 2004/05
- Figure 23: Royal Opera House, operation of ROH and cost of production and sales, 2003/04 and 2004/05
- Reaching new audiences
- The National Theatre
- Trading activity
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- Figure 24: National Theatre activity on unrestricted funds, 2005 and 2006
- Box office
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- Figure 25: National Theatre box office, 2001/02-2005/06
Brand Communication and Promotion
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- Local vs national advertising
- Online presence provides new opportunities
- SOLT pushing hard for its members
- Advertising expenditure by key players
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- Figure 26: Advertising, by selected performing arts companies, 2001-06
The Consumer – Attendance and Future Intentions
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- Who has been?
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- Figure 27: Attendance at performing arts events in the last 12 months, August 2006
- Who has been? – Detailed Demographics
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- Figure 28: Attendance at performing arts events in the last 12 months, by demographic sub-group, August 2006
- An upmarket pastime
- Education breeds appreciation?
- Female enthusiasm is music to the ears
- Something for the oldies
- Where else have they been?
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- Figure 29: Attendance at performing arts events in the last 12 months, by attendance at other performing arts, August 2006
- Who will go in the future?
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- Figure 30: Likelihood of attending performing arts events in the future, August 2006
- Who will go in the future? – Detailed Demographics
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- Figure 31: Likelihood of attending performing arts events in the future, by demographic sub-group, August 2006
- Younger generation may go when they hang up their clubbing boots
- Encouraging theatre-goers to try something new
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- Figure 32: Likelihood of attending performing arts events in the future, by attendance at performing arts events in the last 12 months, August 2006
- How much will they pay?
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- Figure 33: Potential expenditure on tickets for performing arts events, August 2006
- How much will they pay? – Detailed Demographics
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- Figure 34: Potential expenditure on tickets for performing arts events, by demographic sub-group, August 2006
- Opera-goers have higher cost expectations…
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- Figure 35: Potential expenditure on tickets for performing arts events, by attendance at performing arts events in the last 12 months, August 2006
- …but price promotions are still important
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- Figure 36: Potential expenditure on tickets for performing arts events, by likelihood of attending performing arts events in the future, August 2006
The Consumer – Perceptions of the Arts
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- Figure 37: Attitudes towards the performing arts, August 2006
- Attitudes towards the performing arts – Detailed Demographics
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- Figure 38: Most popular attitudes towards the performing arts, by demographic sub-group, August 2006
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- Figure 39: Next most popular attitudes towards the performing arts, by demographic sub-group, August 2006
- Does attendance affect attitudes?
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- Figure 40: Attitudes towards the performing arts, by attendance at performing arts events in the last 12 months, August 2006
- Special occasions can drag even the most reluctant to the theatre
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- Figure 41: Attitudes towards the performing arts, by likelihood of attending performing arts events in the future, August 2006
- Tickets for £20?
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- Figure 42: Potential expenditure on tickets for performing arts events, by attitudes towards the performing arts, August 2006
- Does negativity breed negativity?
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- Figure 43: Most popular attitudes towards the performing arts, by other attitudes towards the performing arts, August 2006
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- Figure 44: Next most popular attitudes towards the performing arts, by other attitudes towards the performing arts, August 2006
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The Consumer – Removing Barriers and Identifying Targets
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- Assessing negative perceptions of the arts
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- Figure 45: Repertoire of negative attitudes towards performing arts, August 2006
- Assessing negative perceptions of the arts – Detailed demographics
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- Figure 46: Repertoire of negative attitudes towards performing arts, by demographic sub-group, August 2006
- The effects on attendance
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- Figure 47: Attendance at performing arts events in the last 12 months, by repertoire of negative attitudes towards performing arts, August 2006
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- Figure 48: Likelihood of attending performing arts events in the future, by repertoire of negative attitudes towards performing arts, August 2006
- Target groups
- The Audience (38% of the sample or 18.9 million adults aged 15+)
- Possibles (24% of the sample or 11.9 million adults aged 15+)
- No Shows (38% of the sample or 18.9 million adults aged 15+)
- Target groups – Detailed Demographics
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- Figure 49: Performing arts target groups, by demographic sub-group, August 2006
- Potential ticket expenditure
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- Figure 50: Potential expenditure on tickets for performing arts events, by performing arts target groups, August 2006
- Target groups and their attitudes
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- Figure 51: Attitudes towards performing arts, by performing arts target groups, August 2006
- No Shows demonstrate indifference over animosity
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- Figure 52: Repertoire of negative attitudes towards the performing arts, by performing arts target groups, August 2006
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