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Performing Arts - UK - December 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK performing arts market size and forecast, 2009-19
West End’s record year sets tone for value growth
Musicals call the tune on attendances
Figure 2: London theatre attendances, by genre, 2013
Market drivers
A nation of arts lovers – On stage and screen
Performing arts on tourists’ to-do list
Companies, brands and innovation
Commercial sector dominates London market
Figure 3: London theatre attendances, by venue type, 2012-13
A new dimension of immersive theatre
The consumer
Occasional attendees a growing segment
Figure 4: Performing arts attended, September 2014
Food and drink a victim of spending cuts
Figure 5: Secondary spending around performing arts events, September 2014
Star quality dazzles an older crowd
Figure 6: Motivations for attending performing arts, September 2014
Couples most common, but women more social than men
Figure 7: People attended performing arts with, September 2014
Familiarity risks breeding discontent
Figure 8: Incentives to attend performing arts, September 2014
What we think
ISSUES AND INSIGHTS
What’s next for digital performing arts?
The facts
The implications
How can performing arts venues revive secondary spending?
The facts
The implications
Is ‘immersive theatre’ more than a passing trend?
The facts
The implications
TREND APPLICATION
Trend: Click and Connect
Trend: Data Creators
Trend: Let’s Make a Deal
MARKET DRIVERS
Key points
Performing arts a national interest
Figure 9: Past year attendance/participation in the arts, by gender, 2005/06 and Q1 2014/15
Quality and quantity the key issues in theatre access
Figure 10: London theatre capacities, 2012/13
From stage to screen
Figure 11: Event cinema box office takings, 2013
Theatre and dance keep their shows on the road
Figure 12: Arts Council England National Portfolio Organisations, by share of number and activities, 2012/13
Ticket pricing gets creative
Figure 13: Average London theatre prices, 2011/12 and 2012/13
Tax relief and crowdfunding shore up investment
Figure 14: Income sources of Arts Council England National Portfolio theatres, 2012/13
Performing arts well positioned on the tourism map
Figure 15: Aspects of arts and culture in the UK that make it an attractive destination for overseas visitors, January 2014
More immersive experiences to appeal to the young
Figure 16: Experience of attending the theatre while growing up, by age, July 2014
Digital arts becoming a social science
Figure 17: Digital engagement with the arts, 2011/12-2013/14*
Figure 18: Most popular platforms for writing theatre reviews, May 2013
WHO'S INNOVATING?
Key points
Reality TV? Reality theatre
Please remember to turn on your mobile during the performance
Curtain down on subtitles?
A review of the view
Online audiences accessing all areas
Children step app onto the stage
Find the circumference of a (dress) circle
MARKET SIZE AND FORECAST
Key points
More hits than misses helps keep market growing
Figure 19: UK performing arts market size and forecast, 2009-2019
Forecast
Figure 20: Forecast of UK performing arts market size, 2009-19
Forecast methodology
SEGMENT PERFORMANCE
Key points
A record year for London theatre
Figure 21: Trends in London theatre admissions and box office revenue, 2009-14
Big shows and big names draw in the crowds
Figure 22: London theatre attendances, by genre, 2012-13
Opera fulfils the bulk of its potential
Figure 23: London theatre revenue, by genre, 2012-13
Premium performers command premium prices
Figure 24: Average London theatre ticket prices, by genre, 2012-13
MARKET SHARE
Key points
A strong year for commercial audiences
Figure 25: London theatre attendances, by venue type, 2012-13
Commercial revenues the star performer
Figure 26: London theatre revenues, by venue type, 2012-13
Regular interest gets subsidised theatre closer to capacity
Figure 27: Average proportion of available seats sold in London theatres, by venue type, 2012-13
COMPANIES AND PRODUCTS
Key points
Subsidised theatre and dance
Birmingham Royal Ballet
Figure 28: Birmingham Royal Ballet financial results, 2009-13
English National Opera
Figure 29: English National Opera financial results, 2009-13
National Theatre
Figure 30: National Theatre financial results, 2010-14
Figure 31: Trends in attendance at National Theatre performances, by theatre, 2010-14
Royal Opera House
Figure 32: Royal Opera House financial results, 2009-13
Royal Shakespeare Company
Figure 33: Royal Shakespeare Company financial results, 2010-14
Commercial theatre
Ambassador Theatre Group
Figure 34: The Ambassador Entertainment Group Ltd financial results, 2009-13
Delfont Macintosh Theatres
Figure 35: Delfont Mackintosh Theatres Ltd financial results, 2009-13
Really Useful Theatres
Figure 36: Really Useful Theatres Ltd financial results, 2009-13
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend begins to slip
Figure 37: Advertising expenditure of leading performing arts companies, 2010-2013
Arts seek visibility in congested leisure market
Figure 38: Advertising expenditure of leading performing arts companies, by media type, 2010-2013
THE CONSUMER – PERFORMING ARTS ATTENDED
Key points
Performing arts offer something for almost everyone
Figure 39: Performing arts attended, September 2014
Musicals take the lead in reaching younger Millennials
Figure 40: Performing arts attended at least once a year but less often than every six months, by age, September 2014
Audiences happy to switch genres
Figure 41: Performing arts attended at least once a year or more often, by other performing arts attended at least once a year or more often, September 2014
THE CONSUMER – SECONDARY SPENDING AND PERFORMING ARTS
Key points
Secondary spending takes a back seat
Figure 42: Secondary spending around performing arts events, September 2014
Venue dining to sell on price and experience
Figure 43: Pre-performance meal habits, by gross annual household income, September 2014
Programmes needing a rehab programme
Figure 44: Purchasing of programmes, by age, September 2014
Venue bar drinkers most likely to buy another round
Figure 45: Secondary spending around performing arts events, by venue in which pre-performance drinks purchased, September 2014
THE CONSUMER – MOTIVATIONS FOR ATTENDING PERFORMING ARTS
Key points
Star quality turning older heads
Figure 46: Motivations for attending performing arts, September 2014
Figure 47: Attending performing arts events to see a particular performer, by age, September 2014
Valuing members beyond the joining fee
Figure 48: Secondary spending around performance arts events, by attendance as a member or ‘friend’ of the venue, September 2014
Opera and dance have most friends
Figure 49: Selected motivations for attending performing arts events, by type of performing arts attended, September 2014
THE CONSUMER – WHO DO PEOPLE ATTEND PERFORMING ARTS WITH?
Key points
A night out for couples, but with women taking the lead
Figure 50: People attended performing arts with, September 2014
A lucrative gap between office and auditorium
Figure 51: Secondary spending around performing arts events, by people attended with, September 2014
Opera and dance see most solos
Figure 52: Attending performing arts events alone, by performing arts attended, September 2014
THE CONSUMER – INCENTIVES TO ATTEND PERFORMING ARTS
Key points
Cost more of an issue for women
Figure 53: Incentives to attend performing arts, September 2014
Stale venues make the membership offer harder to refresh
Figure 54: Selected incentives to attend performing arts, by past-year attendance as a member/’friend’ of the venue, September 2014
Helping work colleagues step outside their routine
Figure 55: Selected incentives to attend performing arts, by past-year attendance of performing arts with work colleagues, September 2014
It’s not just who you know, it’s what they know
Figure 56: Willingness to attend performing arts “if I had someone else to go with”, by other incentives to attend performing arts, September 2014
APPENDIX – MARKET SIZE AND FORECAST
Figure 57: Forecast of UK performing arts market size, 2014-19

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