Performing Arts - UK - October 2010

ISSUES IN THE MARKET
Main issues
Definition
Abbreviations
FUTURE OPPORTUNITIES
Taking Theatre Outside the Box
Here Come The Girls
MARKET IN BRIEF
Performing arts buck the recession
... but problems ahead?
London market strong
...while regions benefit from sustained investment
National Theatre leads on audiences, Royal Opera House on revenues
Really Useful largest of commercial operators
Two in five have been in the past year
Musicals most popular
Three-quarters buy drink, half buy food and programmes/merchandise
Money main obstacle to going more often
Package potential?
INTERNAL MARKET ENVIRONMENT
Key points
Theatre-going trends
Figure 1: Theatre visiting, 2000-10
Figure 2: Theatre visiting, by demographics, 2010
Figure 3: Trends in performing arts attendance, 2005/06-2009/10
Bringing the performing arts to a wider audience?
Figure 4: Key statistics for A Night Less Ordinary scheme, 2009-10
Funding fears
Figure 5: Source of income for Arts Council England’s regularly funded organisations, 2007/08 and 2008/09
Figure 6: Arts Council England funding, 2010/11-2014/15
Figure 7: Arts Council England funding for the five English national performing arts companies*, 2008/09-2010/11
Figure 8: Number of performances, by selected leading subsidised operators, 2008 and 2009
The tourist pound
Figure 9: Trends in Sterling exchange rates, 2005-10
Figure 10: Agreement with statement ‘I am attracted to Britain by its culture (eg theatre, music etc.)’, by incoming market, September 2009
Figure 11: Number of holiday visits to UK, by nationality, 2005-09
Theatres improve but more work required
BROADER MARKET ENVIRONMENT
Key points
Consumer spending under pressure
Figure 12: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
Figure 13: GDP quarterly percentage change, Q1 2004-Q2 2010
Confidence ebbs and flows
Figure 14: Trends in consumer confidence, September 2007-September 2010
Employment concerns abound
Figure 15: Employment and unemployment, by gender, 2005-15
Recession impacts on out-of-home leisure
Figure 16: Spending intentions towards leisure activities in coming year, March 2010
Middle-aged growth positive for performing arts
Figure 17: Trends in the age structure of the UK population, by gender, 2005-15
Proliferation of the posh
Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
Third agers grow ahead of the curve
Figure 19: Forecast adult population trends, by lifestage, 2005-15
Broadband Britain
Figure 20: Broadband penetration, by demographics, 2004-10
COMPETITIVE CONTEXT
Key points
Theatre among fastest-growing sectors of leisure market…
Figure 21: Consumer expenditure in selected leisure markets, 2005-10
…while live entertainment still high up the list
Figure 22: Participation in leisure activities, 2009
Figure 23: Trends in what extra money is spent on, November 2009-June 2010
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Funding
Tourism
Venues
Escapism
Growing online community
Weaknesses
Economy
Ticket prices
Renovation
Narrow customer base
Competition
WHO’S INNOVATING?
Key points
Reducing theatre’s carbon footprint
Recycling and reusing
Streaming and downloading
UpClose and personal
MARKET SIZE AND FORECAST
Key points
Performing arts benefit from escapism and staycation trends
Figure 24: UK performing arts revenues and admissions, 2005-10
Demand set fair...
...but funding less certain
SEGMENT PERFORMANCE
Key points
London bucks the recession
Figure 25: Trends in theatre admissions and box office revenue in Central London, 2005-10
Figure 26: London theatre admissions, by genre, 2008 and 2009
Figure 27: London theatre revenues, by genre, 2008 and 2009
Figure 28: London theatre average ticket prices, by genre, 2008 and 2009
Regional theatre on the up
Figure 29: Trends in selected regional theatre admissions and revenue, 2002-10
Secondary revenue
Figure 30: Trends in secondary revenue* of performing arts venues, 2005-10
COMPANIES AND PRODUCTS
Key points
 OVERVIEW
 SUBSIDISED THEATRE
English National Opera
Figure 31: English National Opera financial results, 2005-09
Birmingham Royal Ballet
Figure 32: Birmingham Royal Ballet financial results, 2005-09
National Theatre
Figure 33: National Theatre financial results, 2006-10
Figure 34: Trends in attendance at National Theatre performances, by theatre, 2006-10
Figure 35: Trends in box office revenue and average ticket price for National Theatre, by theatre, 2009-10
Royal Opera House
Figure 36: Royal Opera House financial results, 2005-09
Royal Shakespeare Company
Figure 37: Royal Shakespeare Company financial results, 2005-09
 COMMERCIAL THEATRE
The Ambassador Theatre Group Ltd
Figure 38: The Ambassador Theatre Group Ltd financial results, 2005-09
Delfont Mackintosh Theatres Ltd
Figure 39: Delfont Mackintosh Theatres Ltd financial results, 2005-09
Really Useful Theatres Ltd
Figure 40: Really Useful Theatres Ltd financial results, 2005-09
BRAND COMMUNICATION AND PROMOTION
Key points
Subsidised performing arts organisations spend the most
Figure 41: Advertising expenditure for selected leading performing arts companies, 2006-10*
Figure 42: Advertising expenditure for selected leading performing arts companies, by media type, June 2009-May 2010
Focus on increasing accessibility and affordability
Digital divide
Figure 43: Trends in visiting performing arts organisations’ websites, September 2008-September 2010
WHICH TYPES OF PERFORMING ART DO PEOPLE VISIT?
Key points
Musicals top the bill
Figure 44: Types of performance art events people visit, May 2010
An affluent, female and middle-aged audience
Figure 45: Types of performance art events people visit, by most popular types of performance art events people visit, May 2010
Figure 46: Types of performance art events people visit, by next most popular types of performance art events people visit, May 2010
Figure 47: Types of music concert and festival people visit, by most popular types of performance art events people visit, May 2010
Figure 48: Types of music concert and festival people visit, by next most popular types of performance art events people visit, May 2010
Most visit just one type of performing art
Figure 49: Repertoire of types of performance art events people visit, May 2010
Musicals most popular among those going to one type
Figure 50: Types of performance art events people visit, by repertoire of types of performance art events people visit, May 2010
HOW MUCH DO PERFORMING ART-GOERS SPEND ON FOOD?
Key points
Food not a significant area of in-venue spend
Figure 51: Performance art-goers’ spend on food, May 2010
Figure 52: Performance art-goers’ spend on food, by types of performance art events people visit, May 2010
Figure 53: Performance art-goers’ spend on food, by repertoire of types of performance art events people visit, May 2010
HOW MUCH DO PERFORMING ART-GOERS SPEND ON DRINK?
Key points
Three quarters of performance art-goers like a drink
Figure 54: Performance art-goers’ spend on drinks, May 2010
Figure 55: Performance art-goers’ spend on drinks, by types of performance art events people visit, May 2010
Figure 56: Performance art-goers’ spend on drinks, by repertoire of types of performance art events people visit, May 2010
HOW MUCH DO PERFORMING ART-GOERS SPEND ON MERCHANDISE?
Key points
Half buy programme and/or merchandise
Figure 57: Performance art-goers’ spend on programmes and/or merchandise, May 2010
Figure 58: Performance art-goers’ spend on programmes and/or merchandise, by types of performance art events people visit, May 2010
Figure 59: Performance art-goers’ spend on programmes and/or merchandise, by repertoire of types of performance art events people visit, May 2010
Cross-purchasing of food, drink and programmes and/or merchandising
Figure 60: Performance art-goers’ spend on food/drinks/merchandise, by performance art-goers’ spend on food, May 2010
Figure 61: Performance art-goers’ spend on food/drinks/merchandise, by performance art-goers’ spend on drinks, May 2010
Figure 62: Performance art-goers’ spend on merchandise, by performance art-goers’ spend on food/drinks/merchandise, May 2010
WHAT ARE PEOPLE'S ATTITUDES TOWARDS THE PERFORMING ARTS?
Key points
Cost biggest obstacle to going more often
Figure 63: People's attitudes towards performing arts, May 2010
Musical-goers most likely to go more often if tickets were cheaper
Figure 64: Attitudes towards performing arts, by most popular types of performance art events people visit, May 2010
Figure 65: Attitudes towards performing arts, by next most popular types of performance art events people visit, May 2010
PERFORMING ARTS TARGETING OPPORTUNITIES
Key points
Figure 66: Performing arts target groups, May 2010
Culture Vultures
Show People
No-Gos
Culture Vultures biggest performance art-goers
Figure 67: Types of performance art events people visit, by target groups, May 2010
Food most important to Show People
Figure 68: Performance art-goers’ spend on food, by target groups, May 2010
Show People spend big on drink
Figure 69: Performance art-goers’ spend on drinks, by target groups, May 2010
Merchandise all part of the experience for Show People
Figure 70: Performance art-goers’ spend on programmes and/or merchandise, by target groups, May 2010
Money not the issue for No-Gos
Figure 71: Attitudes towards performing arts, by target groups, May 2010
APPENDIX – WHICH TYPES OF PERFORMING ART DO PEOPLE VISIT?
Figure 72: Most popular types of performance art events people visit, by demographics, May 2010
Figure 73: Next most popular types of performance art events people visit, by demographics, May 2010
Figure 74: Repertoire of types of performance art events people visit, by demographics, May 2010
APPENDIX – HOW MUCH DO PERFORMING ART-GOERS SPEND ON FOOD?
Figure 75: Performance art-goers’ spend on food, by demographics, May 2010
APPENDIX – HOW MUCH DO PERFORMING ART-GOERS SPEND ON DRINK?
Figure 76: Performance art-goers’ spend on drinks, by demographics, May 2010
APPENDIX – HOW MUCH DO PERFORMING ART-GOERS SPEND ON MERCHANDISE?
Figure 77: Performance art-goers’ spend on programmes and/or merchandise, by demographics, May 2010
APPENDIX – WHAT ARE PEOPLE'S ATTITUDES TOWARDS THE PERFORMING ARTS?
Figure 78: Most popular people's attitudes towards performing arts, by demographics, May 2010
Figure 79: Next most popular people's attitudes towards performing arts, by demographics, May 2010
APPENDIX – PERFORMING ARTS TARGETING OPPORTUNITIES
Figure 80: Performing arts target groups, by demographics, May 2010