Institute Tracks Changing Audience Trends
by Larry D. Gustke
from the Winter, 2000 U.S. Outdoor Drama, page 3
The Institute of Outdoor Drama, since its inception in 1963, has monitored the demographics of audiences attending the nation’s outdoor historical dramas. More recently, the IOD conducted nationwide audiences surveys in 1976, 1986, and 1993 with the help of 20 theatres varying in budget size, attendance and geographic location. This past summer, 23 outdoor historical dramas (most of which were included in previous studies) participated in a similar survey of their audiences in an effort to help define the individuals and groups attending, their habits, preferences, and travel patterns.
A 30-item questionnaire focused on demographics, psychographics, travel behavior, patron satisfaction, and patron spending. A total of 3,471 questionnaires were returned for analysis. The following are selected results and general conclusions.
Slightly more than two-fifths (41.6 %) of the patrons that participated in the survey had previously attended the drama at which they were surveyed. Of those who had seen the drama before, 40.6% had last seen the drama prior to 1994.
The patrons were familiar with other outdoor dramas. More than two-thirds (67.1%) reported that they had seen other outdoor dramas.
The sources of information from which patrons got information about the outdoor drama they were attending included the traditional sources used by travelers and tourists. These were, in rank order: friends and relatives, previous attendance at the drama, being a local resident and a tourism brochure. These sources accounted for 61.3% of the sources of information listed by the patrons.
The time frame during which patrons plan their participation in the drama has diminished dramatically. Historically, most outdoor drama, tourism promotion and advertising was launched to provide information three or four months prior to the actual taking of the trip during the summer. The patrons of 2000 (58.7%) reported that the planning time frame is one month or less prior to making the trip. This would suggest that an adjustment is necessary in the placement of promotional messages.
Ticket prices were judged by the patrons as "about right." A little caution should be exercised in interpreting the result. The response may reflect the opinion that it is "priced right because it is cheaper than other similar or competing entertainment."
Patrons rated the overall experience as 3.6 on a 4-point scale. A substantial 65.5% reported that they thought the outdoor drama was excellent.
Activities or things the patrons would like to see added to the outdoor drama experience included: a dinner and theatre package, history tours, backstage tours, dinner at the theatre, children’s activities, and craft demonstrations. These "things" and other creative activities should be considered as possible enhancements to be added to the experience of attending the drama.
The patrons rated the educational value of the dramas as very high. They rated it as 4.9 on a 5-point scale. This rating, combined with the results about activities discussed above, suggest that more information about the context and historical importance of the dramas should be added to the experience of attending the drama.
These results provide basic information which should help marketing directors and managers to better understand their audiences and to develop enhanced experiences for them. For a copy of the complete IOD 200 National Audience Survey, contact the Institute.
Theatres participating in the 2000 audience survey included: Abraham! (New Salem IL) Black River Traders (Farmington, NM) Blue Jacket (Xenia, OH) Charlie Russell’s Montana (Missoula, MT) From This Day Forward (Valdese, NC) Horn in the West (Boone, NC) Incident at Looney’s Tavern (Double Springs, AL) The Legend of Daniel Boone (Harrodsburg, KY) The Legend of Jenny Wiley (Prestonsburg, KY) The Lost Colony (Manteo, NC) Oklahoma! (Tulsa, OK) Stephen Foster — The Musical (Bardstown, KY) Stonewall Country (Lexington, VA) The Sword of Peace/Pathway to Freedom (Snow Camp, NC) Tecumseh! (Chillicothe, OH) "TEXAS" Musical Drama (Canyon, TX) Trail of the Lonesome Pine (Big Stone Gap, VA) Trumpet in the Land (New Philadelphia, OH) Unto These Hills (Cherokee, NC) Viva El Paso! (El; Paso, TX) Worthy is the Lamb (Swansboro, NC) Young Abe Lincoln (Lincoln, IN)