RESOURCES

Arts And Culture Survey

The City of Albuquerque's Cultural Services Department and the Audience Building Consortium - facilitated by Creative Albuquerque - recently conducted the 2010 Arts and Culture Survey for Albuquerque to help gauge the present needs of local arts and culture groups, and to find out how best to attract and serve customers and donors. And the results are in! Learn how arts organizations, artists and local patrons feel about their cultural experiences in Albuquerque...

Results of 2010 Arts & Culture Survey

Arts & Culture Builds Jobs

We conducted this survey because arts and culture provides jobs in Albuquerque. According to UNM’s Bureau of Business and Economic Research (BBER) our local creative sector generates $1.2 Billion in annual revenues, $413 Million in wages, and 19,500 jobs.

About the Survey

The 2010 Arts & Culture Survey was designed to find out what you need. We also wanted to identify what's working well and what needs to improve for arts and culture in Albuquerque.

The survey was conducted from November 15-31, 2010 using the online tool, surveymonkey.com. The survey was promoted heavily throughout the city. All were welcomed and encouraged to respond.

What the Results Tell Us

852 respondents answered one or more survey questions. Here's what they said.

To learn more and view all the results, you can also download the full report.

Q: Are local arts organizations and artists interested in paying for shared marketing efforts? If so, how do they value these efforts?

  • Yes, 67% of responding arts organizations are interested in paying for shared marketing and promotion.
  • 59% were willing to pay more than $100 per year for shared marketing and promotion.

Q: Are local arts organizations and artists interested in sharing their email databases with the intent of reaching a larger audience together?

  • Yes, 64% of responding arts organizations are interested in sharing their email database in exchange for contacts from other organizations.

Q: Is there a need in Albuquerque for a shared online calendar?

  • Yes, both arts organizations and artists would like to see an centralized events calendar for Albuquerque. For both arts organizations and individual creatives, a centralized calendar was the highest ranked suggestion for improvement.
  • 63% of patrons (82 people) report a lack of awareness of local events and 90% currently rely on print publications for event listings.

Q: Should a shared online calendar include centralized online ticketing?

  • No, centralized ticketing ranked last (“least helpful”) for arts organizations responding.
  • Furthermore, arts patrons indicated that the ability to purchase tickets was not prohibitive. In fact, purchasing tickets was the least important reason for not attending local events.

Q: Do we need a dedicated arts & culture TV station in Albuquerque?

  • Yes, 70% of responding arts organizations indicated that a dedicated arts & culture TV channel would be important or very important.
  • However, the survey results indicate that patrons do NOT currently look to TV for arts coverage so developing an arts & culture channel would require significant promotion in order to raise public awareness.

Q: Should the Audience Building Consortium offer social media and technology training?

  • Maybe. Arts organizations indicate this is not their most important priority for improvement. Any social media or technical training should probably be informal and part of shared marketing efforts

Download the results

Download the 2010 Arts & Culture Report (PDF) to view a summary

Download the raw dataset (.xls)

What's Next?

The Audience Building Consortium on behalf of the City of Albuquerque will be moving forward as follows:

  1. Publish this information at http://www.cabq.gov/publicart/ and http://www.creativeabq.org/

  2. Issue a press release about the results.

  3. Invite stakeholders (organizations, artists, patrons) to participate in focus groups to discuss key areas of the findings.

  4. Conduct feasibility research and funding analysis for a centralized events calendar and arts & culture TV station.

Questions?

If you have questions about any of this research, please feel free to contact us at publicart@cabq.gov.

Who Sponsored The Survey?

The 2010 Arts & Culture Survey was conducted on behalf of the City of Albuquerque Cultural Services Department and the Audience Building Consortium - facilitated by Creative Albuquerque - to solicit information on how to improve and coordinate marketing and promotional efforts for artists and arts & cultural organizations in the Albuquerque metro area, and to figure out how best to attract and serve patrons.