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Pricing as the Key to Attracting Students to the Performing Arts

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Abstract

There is a general assumption that young people do not attend arts events because ticket prices are too high. To test the validity of this assumption, a survey of students' attitudes toward attending the performing arts was conducted. The data revealed that whilst students are concerned about cost, the major barrier is the perception that arts events are boring. It was found that students will purchase tickets for arts events that are perceived as entertaining and allow socialisation. This work continues the discussion contained in the recently published paper by John W. O'Hagan on equal participation in the arts.

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References

  • ArtsCouncil of England (1994) Youth Audience Research 1994 Report. Prepared by Research Surveys of Great Britain Limited, London.

  • Arts Council of Great Britain (1995) Target Group Index 1994/5. Prepared by British Market Research Bureau International, London.

  • Arts Council of Great Britain (1991) Report on a Survey on Arts and Cultural Activities in Great Britain. Prepared by Research Survey of Great Britain Limited, London.

  • Arts Council of Great Britain and the Scottish Arts Council (1991) Pricing in the Arts Report. Prepared by Millward Brown Market International, London.

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  • De Veaux, S. (1995) Jazz in America: Who's Listening? (National Endowment for the Arts, Research Division Report No. 3). Seven Oaks Press, Santa Anna Ca.

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  • O'Hagan, J. (1996) “Access to, and Participation in the Arts: The Case of Those with Low Incomes/Educational Attainment”. Journal of Cultural Economics 20: 269–282.

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Authors and Affiliations

  1. University of Westminster, 309 Regent Street, London, W1R 8AL, U.K.

    Bonita M. Kolb

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  1. Bonita M. Kolb
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Kolb, B.M. Pricing as the Key to Attracting Students to the Performing Arts. Journal of Cultural Economics 21, 139–146 (1997). https://doi.org/10.1023/A:1007354503158

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  • DOI: https://doi.org/10.1023/A:1007354503158

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