RESEARCH | WHAT WORKS

Vitality of Cultural Life Research Index

Vitality of cultural life: To provide all residents access to a wide variety of artistic and cultural pursuits. To nourish creativity in children, youth and adults.

• Magic of Music Final Report: The Search for Shining Eyes (2006)
• Magic of Music Issues Brief #5: "Smart Concerts: Orchestras in the Age of Edutainment” (Dec. 2004)
  Whether motivated by demand, philanthropy or a personal vision of something new, creative music directors, musicians and even a few marketing directors are slowly reshaping the 19th century orchestra concert into a 21st century leisure experience. (16pp)
• Magic of Music Issues Brief #4: "Initiators and Responders: A New Way to View Orchestra Audiences” (July 2004)
  Demonstrates that most people who go to classical music performances didn't buy the ticket for their seat; instead, an "initiator" friend did so on their behalf. (12pp)
• Magic of Music Issues Brief #3: "Bridging the Gap: Innovations to Save Our Orchestras,” (Oct. 2003)
  by Leslie Whitaker, Ph.D. and Susan Philliber, Ph.D. of Philliber Research Associates. Suggests that education may not do enough to encourage attendance; other strategies are more effective at expanding and diversifying audiences. (12pp)
• Magic of Music Issues Brief #2: "Bridging the Gap: Orchestras & Classical Music Listeners,” (June 2003)
  by John Bare. Looks at the demographics of who is attending symphony music events. (8pp)
• Magic of Music Issues Brief #1: "Orchestra & Community: Bridging the Gap” (Feb. 2003)
  Penelope McPhee speech given at Oregon Retreat for Magic of Music participating symphonies. (12pp)

• “Classical Music Consumer Segmentation Study” (Oct. 2002)
  We are pleased to share Audience Insight's final report on the Classical Music Consumer Segmentation Study, an analysis of how Americans relate to classical music and their local orchestras.

• June 30, 2005
  Philadelphia and Camden Cultural Participation Benchmark Project
  (By the Social Impact of the Arts Project at the University of Pennsylvania.)
• February 2005
  Discovering a Better Way: Knight's Cooperative Arts Marketing Initiative
  Arts marketing efforts in Charlotte, Columbus, Detroit, Grand Forks and Long Beach were profiled by David P. Racine, Ph.D., Public/Private Ventures.
• “The RAND Model”
  Research by the RAND Corporation provides insight into how and why people participate in arts and culture. This valuable information has been integrated into a model that illustrates the various factors that influence how individuals decide to participate in arts and cultural activities. Understanding how people make those decisions can help organizations be more effective in their efforts to engage audiences in their communities.