Analysing where your audiences come from and how they will travel provides real clues about where and how to communicate with them, as well as understanding the practical constraints that get in the way of more people attending. This kind of data describes how far audiences travel, and how the distance between their home, venue or location influences the likelihood of arts participation, and the strength of your programme appeal. It is possible to consider how much distance (and cost) is a likely to be a key factor in what and how often people participate. You can also explore if other factors are more important, such as the kind of community or specific household characteristics and interests that are at play.
For example, we know from our data that distance from arts events and venues can affect lower income households much more than others. However, overcoming cost may become easier where there is a wider incentive on offer. An approach that increases the perceived benefits and value of the experience that merits spending and strengthens its appeal – for example, linking it with other local leisure pursuits (such eating, drinking, socialising, family entertainment).
Q: How far do audiences travel?
The chart above shows that local audiences are more likely to attend, regardless of transaction date or art form. This trend is consistent for urban arts events and venues but less consistent for Scottish cultural organisations based in rural areas.