TRG VP Will Lester discusses who's coming to your arts events--and it's not necessary who you'd think. This was presented at the Lightning Rounds of Research during the 2011 National Arts Marketing Project (NAMP) Conference

2. Methodology

3. Who is in your
audience?

5. Only 1 in 5 first time
patrons ever return

6. Half of all Households are First-Timers

9. Audience Origin

10. Key Takeaways
• Audience Discovery
• Expense Allocations & Message
• Community Data
• Measure Results