09-25-2003
Aventura Cultural Center Foundation Meeting 9/25/03
Agenda
1. Meeting called to order
2. Roll call of attendees
3. Approval of minutes
4. Introduction of guests, Michael Spring, Director of Department of Cultural
Affairs, Miami-Dade County, Deborah Margol, Deputy Director
5. Review history of the Cultural Foundation Committee and the Committee
charge
6. County support and the regional arts landscape - Mr.Spring, Ms.Margol
7. Completion of review of feasibilty study (demographics, finances, theater-site)
8. Subject and date of next meeting
A. Completion of review and recommendation for next step for
Commissioner's November meeting
9. Adjourn
,
it',
,.,
WEBBMAN AGEIIENT
:() Jl- J~ () nA -''1' If, 1)
Memorandum Report
TO: EPHRAIM WEINBURG, PERFOR.J.\fING ARTS CENTER STEERING COlYL\HTIEE
FROM: DUNCAN M. WEBB
SUBJECT: UPDATING THE MARKET ANALYSIS
DATE: 9/23/2003
CC: MICHAEL CHIPMAN
Further to our m~eting of August 25, we are pleased to provide an update of
our 2001 report. Our analysis considers what is occurring in the regions
around Aventura that will influence its future direction in regards to the
presence and growth of the arts and how that growth will affect planning for
new facilities.
The Market for Audiences and Funders
We will examine the market in terms of audiences and funders for four
different groups: Aventura City, Miami-Dade County, Broward County and
the visitor population. Specifically, for each group we want to know total
population, projected growth, the demographics of the population now and
demographic trends for the future. All statistics are drawn from the U.S.
decennial census, unless otherwise noted.
Aventura Size, Growth and Characteristics
The Aventura City population has grown significantly over the past decade.
In 2000, Aventura had a total population of 25,267, an increase of 69% from
14,914 in 1990. No information on projected growth for the City of Aventura
was available at this time.
Aventura is much less diverse than its surrounding counties, though the
percentage of Hispanic residents has increased over the past decade. In
2000,93.8% of the population was White, down from 98% in 1990. The
Hispanic population grew from 7.2% in 1990 to 20.7% in 2000. If trends
continue in Aventura as they are in the surrounding region, particularly in
Miami-Dade County, the Hispanic population will continue to increase and
playa larger role in the community.
The median age in Aventura is 52.8, significantly higher than the national
average of 35.3. Of the total population, 35.2% are 65 and older, much higher
1
WEBBMANAGEIIENT
\:; :i'N-r; f} ,gX 0 Kl/;, ,ED
than the national average of 12.4%. Of those 25 and older, 89.4% have a
high school diploma, compared with 80.4% nationally. The percentage of
those in Aventura with a bachelor's degree (22.4%) is much higher than the
national average (15.5%), as is the number of those with a graduate degree
(16.2%) compared with the national average (8.9%). These demographics
would indicate a very strong market for attendance at fine and performing
arts events.
Median Household Income in Aventura is $44,526, which is higher than the
national average of $41,994; the same is true for the Median Family Income
with $59,507 average in Aventura, and $50,046 average nationally. Per
Capita Income in Aventura ($41,092) is almost double than the national
average of $21,587.
Miami-Dade County Size, Growth and Characferistics
The Dade County population has seen dramatic, consistent growth over the
past decade. In 2000, Dade County had a total population of 2,253,362, an
increase of 15% from 1,967,000 in 1990. The population is projected to
increase 13% to 2,551,284 in 2010 and then increase 27% to 2,858,185 by
2020.
One of the most dynamic populations in the country, Dade County is 23.7%
Non-Hispanic White, 21.6% Black and 57.3% Hispanic. The Hispanic
population has increased dramatically from 5.3% in 1960 to nearly 60% in
2000. If trends continue, the Hispanic population in Dade County will reach
69% by 2020.
The median age in Dade County is 35.6, nearly equal to the national average
of 35.3. The population of those 65 and older is 13.4%, slightly higher than
the national average of 12.4%. Of those 25 and older, 67.9% have a high
school diploma, compared with 80.4% nationally. The percentage of those
with a bachelor's degree (12.3%) is also lower than the national average
(15.5%), but the number of those with a graduate degree (9.3%) is higher
than the national average (8.9%), a statistic that bodes well for potential
traditional arts (music, dance, theater) attendance.
Median Household Income in Dade County is $35,966, which is lower than
the national average of $41,994; the same is true for the Median Family
Income with $40,260 average in Dade County, and $50,046 average
nationally, and Per Capita Income at $18,497 in Dade County and $21,587
nationally.
2
WEBBIIAN AGEIIENT
o~ n iaA',f.
Broward County Size, Growth and Characteristics
In 2000, Broward County had a total population of 1,623,018, an increase of
29.3% from 1,255,488 in 1990. The population is projected to increase 20% to
1,954,572 in 2010 and then 40% to 2,273,287 by 2020.
Broward County is 58% Non-Hispanic White, 16.7% Hispanic, and 21.6%
Black. The Hispanic population has increased from 4% in 1980. Though the
Broward Hispanic population is not as prevalent or growing as fast as in
Dade County, it is a significant segment of the population.
The median age in Broward County is 37.8, slightly older than the national
average of 35.3. The population of those 65 and older is 16.1%, higher than
the national average of 12.4%. In terms of educational attainment, 82% of
those 25 and older have a high school diploma compared with 80.4%
nationally. The percentage of those 25 and older with a bachelor's degree
(15.8%) is almost equal to the national average (15.5%), as is the number of
those with a graduate degree (8.7%) compared to the national average (8.9%).
Median Household Income in Broward County is $41,691, almost equal the
national average of $41,994; the same can be said for Median Family Income
($50,531 in Broward compared with $50,046 nationally) and Per Capita
Income ($18,497 compared with $21,587 nationally).
Population and Demographics Charts, Graphs and Maps
Miami-Dade Broward
Aventura City
County County
Florida
United States
Population
Age
iTotal
25.2671
2.253.3621
1.623,018i 12.336,0381 281.421 ,9061
.-" .-- -.-- ----.---.--.----r------.------- -- '-"--'-'---r--'-', ~-----'.'.-..--.-.1
! Median !!i2.~. 35.6! 37.8!' 35.61 35.3
1m 1 ............ .- '~H' ....m.--..-r ... ...
iUnder ~_______________._~--.---- 10.1% .___ 24.8%: 23.6%: 22.:t-----25.7%j
[65 and_LlP___. ____._n_..____.__.___L___n._15.2% __ _ ___.13.3%' ___.___.16Yi9L____1L6% _.___..lM%1
Race
1 White
i Black __ n..______
f.tIi~Q~~ or LalliJ.Q
! America!!J!}9JE.r:L_
· Asian
. - _.__n__." ,---- -... --...----[. .. -- .-.-. -.. -...- -...----.--.,---.--=-=:1.-.-..-----------.1
; 93.8% 23.70/0< 58.0%: 78.0%1 69.10/01
, ! ' , , I
... _____-1__ .____ 1.7%[---. .21.6%! 20.00/0, 14.6%~__-.1.f.J~i
_ .. ..~ _4Q,L"!9 . ._._57.30/01___ 16.7%[ __ 16.8% _ 12.5%1
. ..._______L____...QJ.~.L____. 0.40/0, 0.2%' ~__..QJl_"(gj
, 1.2%1 1.80N 2.30/0, 2.1%1 3.6%!
Education
67.9% 82.0% 79.9%;
12.3% 15.8% 14.3%1
_!tc~"&,_ ___. 8.7% '- _____.JL1."!&.... _.
80.4%
15.5%:
~~~O{o:
IHS or hiQher 89.4%1
'Over 25 wi bachelors decree 22.4% ,
,Qver:~'It!Jl@Qld.~t~_gegre~_._ .. _mL_ ___ _1Q,~~01
Income 1999
,M!;)dian Household Income___~.___I--.-~...g~~.n $35,966_ $41,691
. Median Family Income . _______.__-L-_.~~t.---....HQ,260, _$50,531.
!.e..~LQ.{lpita Incofllil_ ________ _.M1.092r--" _j18.497~ ___...JnJN._
! f?r'11ijiesl'l! mar? !b~rl$tOQ,Q9.o4~'~,"Io! .J~A"Io! .1J;3.~"(o~. __ n
i Families wi more than $200,000___-'-_ 9.5%1 3.0%. 3,3%:
~8,819T.~1,91
56251 $50,046
$21,5571 $21,587'
13.1%: 15.2%1
-----t. "-.' .mm._.m_,
2.9% .___ __2~9o/'!l
3
WEBBlKANAGEIIENT
',IN C on 1'(/ HAT ED
Age Breakdown Comparison
80 to 84 years
~..
,
- ,
- ,
,
90 years and over
70 to 74 years
60 to 64 years
50 to 54 years
40 to 44 years
30 to 34 years
20 to 24 years
10 to 14 years
Under 5 years
o
2
4
6
8
10
1--------'-----'------
,- % Aventura _ % National 0 % Broward ~ % Miami-Dade I
This chart shows the percentage of the total population in each age
group by geography. Some of the significant comparisons follow:
· Aventura has a vastly higher than average percentage of persons in
the 60-90 year old range than the national average. Take particular
note of the significantly higher percentage of 70-90 year-old group in
Aventura.
· The percentages are about average for Broward and Dade counties in
the 45-65 year-old range, but slightly higher than average in the 30-40
year-old range.
· Also note the dramatically lower percentage of the population in the 5-
24 year-old range, particularly in Aventura and Broward County.
· This is a population with a significant number of retirees and elderly
people, and a comparatively small number of young families.
4
WEBBMANAGEIIENT
2,500,000
..... ---------1
I
Dade/Broward County Population Growth
1960-2000
2,253,362
1,937,094
--------- - --------1~625;_7'&1--
1,267,792
935,047
I
In______
:
i
I
i
I
I
2000 I
----I
I-+- Brow ard County ...... Dade County i I
. . i
----~:~~--~:..:~=-.:.:..:.:..:-.==~-=-~~===========-..=::.....~~J
2,000,000
1,500,000
1,000,000
1,623,01
. --T,255;~88---------
1,018,200
620,100
500,000
o
1960
1970
1980
1990
F '>DIe CHi ':~1)HA TIO)
2020 Population Growth Projections
The two graphs above show significant growth in the general
population since 1960, and projected growth through 2020
90.0%
80.0%
70.0%
60.0% -
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
.-._------~----_._----"-------,
I
i
I
i
I
i
I
---.-----.------ "'''__4__.._..___"_..__ I
Broward County Demographic Shifts 1980-2000
58.0%
... \...... IU
. V.V /0
-+ 16.7%
1980
1990
2000
i-t-Hispanic Population l
! :--vVhi!e/_~o!1~~~~p.~!1i~ ~?!?~~~ti~~j
__J
i---Dade County Demographic Shifts 1960.2000
I
I
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0% -
0.0%
57.3 Yoi
23.7%,
1960
1970
1980
1990
2000
~.... n~__ _~~~p'_~_~i~.~oe~!~t!?~"""""'~~i!~(~9n~~i~p'~ni~~?p_ulation ]
These graphs above and below show important trends in the demographic
breakdown of Broward and Dade Counties. Note particularly the dramatic
shift in the Hispanic to Non-Hi~p;:mic poplJlatiQIlS since 196Q in Dade CQunty
and projections for both.
Broward County Demographic Projections
Through 2030
70% 58%
60%
50%
37% 35%
40%
30% 29% 31 0 32%
27% . ~23 0
20% . ~!o- 2tQ/n . .
1 Va 22% 23% 23% 23% 24%
10% .2Q% 21%
0%
2000 2005 2010 2015 2020 2025 2030
,--:- --..-- ....-- ----.-. ------------,
1--t-l\bn.Hspanic White -Black Hspanic,
~ ,I
80.0%
70.0%
60.0% -
50.0%
40.0%-- -- ----------______
30.0% 20.3% 20.7% 20.6% 20.5% 20.4%
20.0% - ~ T -..J- :
10 00/ 23.7%
. 10 -. . -1~2%-16.4%14.1%
0.0%
Dade County Projected Demographic Shifts
Through 2020
63 5'11 66.4% . 0
. 3'''To-eQ~G9h----'-~----- -- ---
! ~Non-Hispanic
. White '
:-Black
Hispanic
i
L-._____________.____________________
2000 2005 2010 2015 2020
5
WEBBMANAGEIIENT
7::::1:.rC on {'Oxl A"f ED
Miami-Dade Income Distribution 1999
Less than $10,000
$150,000 to $199,999
$100,000 to $124,999
$60,000 to $74,999
$45,000 to $49,999
$35,000 to $39,999
I_ % Miami-Dade!
. I
i - % National J
"--.--------.-
$25,000 to $29,999
$15,000 to $19,999
o
5
10
15
The Income Distribution maps for Dade and Broward Counties on this page
show that Dade has a much higher than average percentage of households
that make $O-30K per year, and lower than average percentage of households
earning $50-100K, while Broward more closely matches national trends in all
categories.
Broward Income Distribution 1999
Less than $10,000
I
I
I
$150,000 to $199,999
$100,000 to $124,999
$60,000 to $74,999
$45,000 to $49,999
$35,000 to $39,999
$25,000 to $29,999
$15,000 to $19,999
i_ % Browardll
! _ % National
L___.._ _ __ __.__._____ __. J
o
2
4
6
8
10 12
The two maps on the following page show significant growth in the
concentration of wealth in Broward County from 1990 to 2000.
6
WEBBMANAGEIIENT
;~~ 'C ~) n. P' f~ H A 'J"' ,'r:,~ D
Income Distribution Maps for Miami-Fort Lauderdale MSA
1990 Median Household Income (by census tract)
2000 Median Household Income (by census tract)
7
Data Classes
llo lIars
Do - 10070
o 183.65 -30024
1130119 - l\.34.S8
. 444lJ - 67236
. &8992 - 1500)1
B.o.undaties
.~ County
Features
,N Major Road
:~tn(:"';;!
Stream/Waterbcdy
5tream/Waterbcdy
Items in grrsj text
are not vis io le
attl115 ZOOOl lewl
Data Classes
1lo1lars
o 0 - 258'6l\
o 25975 - 39233
II 39513 - 50473
.570&2 . 81669
. &3671 - 20c001
Boundaries
.!'I" . 00 CllUlty
Features
;V Major Road
~tn:I(:':
5tre.am/Waterbcdy
Stream/Wate rbcdy
ItA!fllS in .~r ii.';text
are not visible
at this zoom level
WEBBMANAGEIIENT
...~IN C n!lPOft ATED
Related Studies and Research
Classical Music Prospects: Telephone Survey of Miami Area Adults
In 2002 Audience Insight produced a study that characterized the Miami
market in terms of its potential to support live classical music programs,
identified and profiled prospects for classical music in the area, and
segmented Miami prospects according to their relationship with the art form
of classical music. Relevant findings of that study follow.
· 56% of Miami respondents were classified as "classical music
prospects," meaning they had an above average preference rating for
classical music, or attended at least one live performance in the past
12 months and would accept a free ticket to a classical music concert.
· These prospects currently attend a range of live classical music
concerts.
· 1/3 of Miami adults say they ate "very interested or "extremely
interested" in arts activities. In this respect Miami adults closely
mirror U.S. adults.
· 31% of Miami adults say arts activities playa "major role" in their
lives compared to 25% of U.S. adults.
· Among Miami adults, preference levels for classical music are roughly
equivalent to preference levels for jazz concerts and stage plays.
· 17% of respondents report attending at least one live classical music
concert in the past 12 months.
· In Miami arts participation rates are higher than national rates for
attending art museums/galleries, Broadway shows, opera and ballet.
· Miami adults attend slightly more performing arts events than U.S.
adults, on average.
· 16% of Miami adults say that they have volunteered for an arts or
cultural organization.
· 61% of Miami adults say that they would like to attend live
performances more often than they do now.
· 54% would attend a free classical music concert if a friend or family
member offered them tickets
· 67% of all "Prospects" read the Miami Herald, and 15% read The New
York Times Arts Section and the New Times.
. 2/3 of Miami Prospects have attended a classical concert by an
orchestra, and about half of those say that they did so within the past
12 months.
8
WEBBMANAGEllIENT
~I>JCOn f'(}IitATii:D
Postal Survey of New World Symphony Subscribers and Single
Ticket Buyers
Audience Insight produced another study in 2002 for the New World
Symphony intended to establish a strong information base about New World
Symphony subscribers and single ticket buyers that will help to guide
marketing decisions. It also sought to understand the complex relationships
that NWS audiences have with the art form of classical music, in order to
serve them better, to profile NWS ticket buyers in terms of their lifetime
experience with the institution and to gain a sense of the values and benefits
that NWS ticket buyers seek from the live concert experience.
Following are relevant findings from that study about the classical music
market in the Miami area:
. 57% of respondents were female, 83% were over the age of 55, 62%
. were married
. 93% of subscribers where White, 5% were Hispanic
. 86% of single ticket buyers were White and 16% Hispanic.
. 26-28% of subscribers or ticket buyers had graduated from college and
56% had graduate degrees.
. 33% of subscribers had annual household incomes of $200,000 or more.
. Average annual frequency of attendance at classical music concerts
was 13.8 times for subscribers and 9.5 times for single ticket buyers.
Jackie Gleason Theater of the Performing Arts Telephone Survey
Final Report
In 2000, Strategy Research Corporation and Market Facts produced a study
to describe who goes to the theater, what type of performances different
groups of people attend, how they hear of the shows, how tickets are
purchased and what patrons do before and after the show. The study also
sought to uncover any insights into what makes a particular performance a
"hit" to be used as a basis for actionable marketing efforts by the Jackie
Gleason Theater of the Performing Arts. Relevant findings from this report
follow.
. Hispanics were significantly more likely than Whites or African
Americans to attend Hispanic shows.
. Whites were significantly less likely to attend Hispanic shows and
most likely to attend Broadway Series, Dance, Opera/Classical Music,
and Country/Rock shows.
. Although African Americans were significantly more likely to attend
Family and Jazz/Pop concerts, they were just as likely to attend all
other shows.
9
WEBBMANAGElIIENT
,;:} I"ilC () n. Y" (} "flAT ED
381 27 381 81
----~---_ 65 551' 511
---9.l---_-L-..____~__Q.l 4!
. NOTE; The total percentage is not 100% because lhase answering alher were not included
· The over 65 age group was most likely to attend Broadway Series and
Opera/Classical shows
_ .. ..-nl.2..s.;_..__ "~~1. ___-'.a.. ......- .2..4.L. 39! 38 35
~OJ 35 36 3 31' .4L.. ...-~i22~':~=~_._3~ ~~::-:==__j.Q
___ ::_.~-=___~::~tr:=..~~~:~~C._~--=~.~~~.. ...__-1~. ---.._-~.~.---._-~.:_.._-;-~
.. 89% of Hispanic performance attendants were Dade County residents
as opposed to 11 % from Broward
· Dade residents were most likely to attend Hispanic shows, over other
show types.
· Although Broward residents were just as likely to attend CountylRock
shows as Broadway Series, Jazz/Pop Concert and Family shows they
were more likely to attend these than Dance, Opera/Classical,
Hispanic and Comedy shows.
· Other key findings of the report show that most Classical Music
attendees were over the age of 50 and more were Dade residents than
in 1993. Also those with an annual household income of over $50,000
attend more performances per year than others, most notably
Broadway musicals, opera, classical music and ballet.
Non-resident Audiences
In 2001 the Greater Miami Convention and Visitors Bureau conducted a
Visitor Profile and Economic Impact Study. Some highlights of the findings
in that study are as follows:
· Overnight visitors spent $13.5 billion in direct expenditures in Greater
Miami and the Beaches. Average daily expenditures rose to $211.58;
average expenditure per trip was $1,324.49; average length of stay was
6.26 days.
· 96% of overnight visitors said they were "extremely or very satisfied"
with their stay. The weather and climate were cited as the number one
reason for visiting.
10
WEBBMANAGEIIENT
.i,XNG~)J1 .HA
· 10.5 million visitors stayed at least one night in Greater Miami and
the Beaches - this included a market mix of 50% domestic and 50%
international visitors
· Total visitor levels declined from 2000, largely due to 9/11.
· VacationlPleasure travel was the reason a majority of people visited
(represents 65% of market mix) in 2001. Business/Convention travel
comprised 13.7% and people visiting friends and relatives were 15.4%
of the market mix.
· Cultural activities were among the notable characteristics cited for
what visitors like about the area.
· 10.7% of visitors attended Miami area theaters during their stay.
· The largest percentage of domestic visitors came from the Northeast
(predominantly New York), followed by Southern, Midwest and
Western states.
· Almost 63% of international visitors came from Latin America,
including 2.2 million from South America, 700,000 from the Caribbean
and 416,000 from Central America. There were 1.2 million European
visitors and 585,000 Canadians.
Audience Distribution Maps
Florida Grand Opera
Tick et Buyers
_1
_2-50
_ 51 - 250
_ 251-500
_ 501-910
80YNTO~J BEACH
BOCA RATON
FGO Reach
Ticket Buyers by Zip Code
Last 5 years Total
NORTH MIAMI BEACH
~\~_..
~
WEBBMANAGEIIENT
~~c c' y'~
.T~~:
Concert Association of Florida
Of1dfy
- -
-.......G._a'M~1Hcl~~:aI't}aAT:sU.
3~1iIes
Single Tickets by Zip Code
Premier Series 02-03
BOYNTON BEACH
Palm Beach
BOCA RATON
FORT LAUDERDALE
8ro\llillWtl Center br tl"e Arts
oilier
/IIORfH MIAMI BEACH
.-ateGlessO'l r......
~ CClllrty Auiitorillm
00
o 4.5 9
· Legend
FLZlps
Pram i ef' 02..03
01-2
11I1 J -6
_7-n
_1~-~.gj
_ 3Il-219
18
E.7
~..
'~:f
As the maps above show, the area just north of Miammii. Beach, :iim.cludizng
A ventura shows a high density of ticket buyers f()r ;the Concert Associatiom. of
Florida and Florida Grand Opera. That strong atten&nce and interest m the
arts would most likely spill over into a performing artt:s center located ill
Aventura itself. -
Market Analysis Conclusions
What does all this information mean?
We base our conclusions on statistics gathered from comprehensive studies
released by the National Endowment for the Arts and the RAND
Corporation. Summaries of those studies follow.
12
WEBBMANAGEIIENT
..s ll~ C () li},~' () J;1. :.'\. TED
2002 Survey of Public Participation in the Arts
Although they changed travel and other plans, Americans continued to
attend arts events in the twelve months after September 11, 2001 - based on
the 2002 Survey of Public Participation in the Arts (SPPA). Nearly one-third
of adults reported going to at least one jazz, classical music, opera, musical,
play or ballet performance during the twelve months ending August 2002, not
including elementary or high school performances. About one-quarter of
adults said they visited an art museum or art gallery. Combined, 39 percent
of adults, or 81 million people, attended these types of events. This is 5
million more than attended (76 million) in 1992, the last year of a directly
comparable National Endowment for the Arts survey. The National
Endowment for the Arts has been tracking attendance at these "benchmark"
events since 1982.
The percentage of adults reporting attendance at live jazz, classical music,
opera, musicals, nonmusical plays, ballet and art museums/galleries held
steady between 1992 and 2002. As in 1992, more people reported attending
musical plays than any other type of performing arts examined in the SPP A.
The SPPA also examined activities such as visiting historic sites and reading
literature.
Counting all of the art forms and types of participation in the arts examined
in the SPPA, 76 percent of adults, or 157 million people, made the arts part of
their lives in the twelve months ending August 2002. The survey investigated
different forms of participation, including viewing or listening to performing
arts on television or radio, reading literature, visiting historic sites,
performing and creating art, owning art and taking arts classes. Nearly two-
thirds of Ame'rican adults attended arts and cultural events, visited historic
sites or read literature from September 2001 through August 2002. Four-in-
ten reported personally performing or creating art during this period. Over
half watched or listened to the arts on television, radio, recorded media or the
Internet. About 5 percent took an arts-related class.
Methodology
The 2002 SPPA marks the fifth NEA survey of arts participation in the past
20 years. The surveys conducted in 1992 and 1982, also conducted by the U.S.
Bureau of the Census, are the primary points of comparison for the 2002
SPPA. The SPPA supplements in 1992 and 1982 were attached to the
National Crime Survey while the 2002 SPPA was collected as a supplement
to the Current Population Survey. The 17,135 adults participating in the
2002 SPPA exceeded previous surveys. The response rate was 70 percent-
13
WEBBMAN AGEIIENT
'~l 1'1 {; .() no n.A T .ED
similar to the rate in the second half of 1992 (68 percent) when a similar
questionnaire was used.
Questions asked of respondents were consistent from 1992 to 2002 with the
exception of several additional questions asked about traveling to arts events
and time spent on the Internet viewing, discussing or learning about the arts.
DVD viewing was also added to the 2002 SPPA media participation
questions.
In 1997, the SPPA was conducted through a telephone survey independent
from any Census research studies. Data are not directly comparable to 2002
because of these differences in data collection. Even though the methodology
for the 2002 and 1992 surveys are more similar, comparisons should be made
cautiously because of the change of sponsoring survey (National Crime
Survey in 1992 versus Current Population Survey in 2002) and different
season for the study (surveys conducted each month in 1992 and only in
August in 2002). It is unknown how the topic of prior questions may affect
responses to arts participation questions.
Attendance
The SPP A has tracked attendance at certain performing arts events since
1982. Attendance rate trends were examined for seven "benchmark" activities
followed by analysis of other live arts events.
Benchmark attendance. In the twelve months ending August 2002, 39 percent
of U.S. adults attended at least one of the following arts activities: jazz,
classical music, opera, musicals, plays, ballet or art museums. These seven
activities identify a "benchmark" participation rate for live arts attendance
that the NEA has monitored since 1982. Although the 2002 rate is 2
percentage points below 1992's rate of 41 percent, this difference is not
statistically significant. The actual number of participants increased from 76
million to about 81 million reflecting the growth in the adult population from
1992 to 2002.
Rates of attendance for most arts activities have remained relatively constant
since 1982's SPPA. There were no statistically significant differences between
the percentages of adults attending in 1992 versus 2002.
Other live arts attendance. In addition to the seven activities described above,
survey respondents were asked about going to arts and crafts fairs and
festivals and visits to historic sites. September 11 may have affected
attendance at fairs, festivals and historic sites. Festival and fair attendance
fell to 33 percent of adults in 2002, 7 percentage points below 1992 and a
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statistically significant decline. This was the largest decline of any live
attendance event in the SPPA. Visits to historic sites dropped from 34
percent of adults in 1992 to approximately 32 percent in 2002, the second
largest drop. among live events. This decline was also statistically significant.
Other arts activity. The SPP A also asks about reading habits. In 2002, 56
percent of respondents indicated they had read a book during the previous
twelve months, about the same as in 1992.
However, the percentage of respondents reading literature, defined in the
survey as plays, poetry or novels, decreased by 8 percentage points from 1992
to 2002 (46 percent of 2002 respondents), a statistically significant drop.
Broadcast and Recorded Media
Although the past decade saw impressive advances in media options for
viewing and listening to the arts, this form of arts participation experienced a
relatively large decrease from 1992.
Participation via every type of listening or viewing showed statistically
significant declines. Even so, the percentage of adults reporting viewing or
listening via broadcast and recorded media remained higher than live
attendance.
TV; VCR or DVD viewing. Jazz, classical music, opera, musicals, plays, dance
(including ballet) and visual arts each experienced at least a 5 percentage
point decline in respondents' viewing of these art forms on broadcast or cable
TV, video or DVD from 1992 to 2002. The largest decline, from 34 to 25
percent, was for respondents indicating they had watched a program about
artists, art works, or art museums in the previous twelve months.
The percentage of respondents who reported watching non-musical plays and
opera decreased by one-half. The percentage of adults viewing classical music
performances declined from 26 percent in 1992 to 18 percent in 2002. Those
viewing dance declined from 20 to 12 percent of adults. Viewing of jazz and
musicals declined as well. Projecting these results to the adult population in
the U.S., the number of adults viewing these art forms on TV, VCR or DVD
declined from 1992 to 2002.
Radio. The percentage of adults reporting that they listen to jazz, classical
music, opera, musicals and plays on the radio declined from 1992 to 2002.
Though not as dramatic as for viewing performances on TV, declines were
substantial. The largest absolute decrease was for classical music, falling
from 31 percent of adults listening on the radio in 1992 to 24 percent in
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2002. However, it should be noted that the 49 million classical music
listeners reported in 2002 was still more than a third larger than the number
in 1982 (36 million).
Recordings. Classical music also saw the largest absolute decline in the
percentage of adults listening to audio recordings, from 24 percent in 1992 to
19 percent in 2002. Other performing arts also experienced large declines.
Internet. The 2002 SPP A asked several questions regarding use of the
Internet. About 53 percent of respondents said they use the Internet. A total
of 19 percent of all survey respondents (one third of Internet users) reported
exploring at least one arts topic on the Internet.
Of the art forms, music is the most frequent topic of Internet investigation,
totaling 13 percent. of respondents, or 27 million American adults. The second
most commonly investigated arts topic on the Internet is literature (9 percent
of respondents), followed by visual arts (6 percent), theater (4 percent), dance
(2 percent) and opera (1 percent).
Personal Participation in the Arts
The 2002 SPPA researched personal participation in the arts through
questions on performing and creating art.
Performance and creation. Singing in a choir, chorale or other vocal group
remained the most popular form of personal performance in 2002. With 9.8
million adults participating, it had more than double the number of
participants than any other type of personal performance except dance.
Weaving, sewing and other needlework remained the most popular among
the visual arts activities. Though these activities have relatively higher levels
of participation than other performing arts or visual arts activities, both
experienced statistically significant declines from 1992 to 2002.
Only photography, ballet, composing music and writing literature increased
in activity from 1992 to 2002. The percentage of adults who said that they
had performed classical music in the past twelve months dropped by one-half
in 2002, from 4 percent to 2 percent. Adults who performed dance other than
ballet dropped from 8 percent to 4 percent of respondents. Both declines are
statistically significant.
Classes. In the 2002 survey, more respondents took classes in the performing
arts in the prior twelve months (6 million adults) than in the visual arts (5
million). The most popular type of class was music - 2 percent of
respondents reported that they had taken a music class in the past twelve
months (4 million adults).
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Summary
About the same share of adults participated in performing arts and visual
arts activities (about 59 percent) in the twelve months ending August 2002.
For performing arts, most adults participated by watching or listening to
music, plays or dance on television, the radio, via audio recordings or the
Internet. Over half of adults say they have viewed some type of performing
arts media in the previous twelve months. Participation through attendance
at live events is smaller (32 percent), with more adults attending plays
(musicals or non-musical plays) than other types of performing arts events.
For the visual arts, participation is most often in the form of attending an art
museum or gallery or an arts and crafts fair or festival. In addition, nearly 39
percent report personally creating some type of visual art, though this
includes ownership of an original artwork.
Approximately one-half of U.S. adults experienced "literature" in some way in
2002 (poetry, plays, novels or short stories). In sum, over 76 percent of adults
have experienced art in some form in the twelve months ending August of
2002.
The RAND Study on the Future of Performing Arts in the United
States
In 1999 the Pew Charitable Trust commissioned the RAND Corporation to
create a comprehensive report on the state of the performing arts at the end
of the 20th century and make projections about where the arts are going in
the years to come. RAND pulled together data from many sources, including
national and regional arts participation surveys conducted by the National
Endowment for the Arts every five years since 1982, to create the most
comprehensive report to date on current and future state of the arts in
America.
The RAND report revealed important and significant data, with both good
and bad implications for American art.s organizations. On the one hand, the
arts appear to be booming: the number of organizations offering live
performances continues to grow, Broadway plays and live opera are bringing
in record audiences, and the demand for commercial recordings is stronger
than ever. Arts participation grew through the 1990s, and receipts from
events increased from $13 billion in 1992 to $20 billion in 1996.
However, the study also found that theatre groups, symphony orchestras, and
dance companies are cutting costs or closing their doors because they are
unable to attract the audiences and contributions needed to meet expenses.
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The study also found that participation in the arts is rising due to increasing
populations, but it is important to remember that less than half (only 42%) of
adults reported going to at least one performing arts event in the previous 12
months (but at an average of 5.4 times) and that some art forms are much
better attended than others. Also, the report found that 96% of adults polled
watched television for three hours per day and 65.5% went to movies at least
once in 12 months, underlining the trend toward media-based arts
participation.
Further attendance data from 1997 showed that those polled attended each of
the following art forms at least once in the previous 12 months: jazz
performance 11.9%, classical music 15.6%, opera 4.7%, musical play 24.5%,
non-musical play 15.8%, ballet 5.8% and other dance 12.4%. Average rates of
attendance per year varied between 1.7 and 3.1 times for each genre. Jazz
was the most frequently attended; opera and ballet were the least frequently
attended.
Education is by far the best predictor of performing arts attendance,
surpassing age, income, and gender (although women attend more frequently
than men) as attendance predictors. Persons with some college education
attended the arts more than twice as often as those with only a high school
diploma. Those with graduate degrees attended four times as often as those
with only a high school education.
There are several reasons education plays such a significant role in
predicting arts attendance. One is that more highly educated individuals are
more likely than others to have been exposed to the arts by family members
during their childhood and to have taken courses in the arts during their
schooling. Education also helps people develop skills in dealing with the
abstract, a skill that is useful for appreciating the arts. The study also
suggests that because attendance is the most social form of arts participation,
more highly educated people may be more interested in the social dimensions
of participation than others.
When 3,500 people nationwide were asked why they did not go to events as
often as they would like, respondents cited time, available events, and
expense as the top three reasons. Another deterrent to live arts attendance is
the dramatic growth in attendance for the non-live arts, both recorded and
broadcast performances. The report attributes the popularity of media
delivery to several factors: the increasing quality of electronically reproduced
substitutes for live performances, the rising direct and indirect costs of
attending a live performance, and an increasing preference among Americans
for home-based leisure activities.
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The RAND study cites a number of socio-demographic trends that are likely
to further dampen future demand for live performances. Although education
levels are expected to rise - a trend that should create more demand for the
arts - Americans are placing an increasing premium on flexibility in their
leisure activities. Also, baby boomers will gradually be replaced by a younger
generation that appears less inclined to attend live performances and is more
comfortable with entertainment provided through the Internet and other
emerging technologies. The uncertain status of arts education in public
schools may also be a factor in reducing demand for the arts.
The number of nonprofit performing arts organizations increased by over 80
percent between 1982 and 1997, while the number of commercial performing
arts organizations increased by over 40 percent. At the same time the
average real revenues for nonprofit performing groups have declined,
suggesting that most of the new nonprofit organizations are small. These
small companies tend to emphasize local participation and rely heavily on
volunteer labor.
The report concludes that the structure of the performing arts system is
undergoing a fundamental shift. While the commercial recorded and
broadcast performing arts industry is growing more and more concentrated
globally, live performances are proliferating at the local level, typically in
very small organizations with low operating budgets and a mix of paid and
unpaid performers and staff. At the same time, a few very large nonprofit and
commercial organizations are growing larger and staging ever more elaborate
productions. Mid-sized nonprofit organizations, on the other hand, are facing
the greatest difficulty in attracting enough revenues to cover their costs.
Many of these groups are likely to disappear.
On a positive note, it is evident that arts organizations within a community
enrich its cultural life on many levels, not the least of which is actual revenue
from local, state, and federal government income taxes which totaled over
$23 billion nationwide in 2000. The arts also provide a necessary and life-
enhancing source of entertainment, a vehicle for the preservation and
transmission of culture and societal benefits such as openness, competence,
livable environment, community pride and diversity. Many communities
have been revitalized when arts facilities and organizations were developed
from within.
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Forces and Trends
Following are brief descriptions of broader forces and trends that can have a
major bearing on the future of a new facility in Aventura:
The non-profit arts industry: The Rand Corporation recently published a
report on the future of the performing arts in which it highlighted the
vulnerable position and precarious future of small and mid-size arts
organizations in small and mid-size communities. With aging audiences,
increasing competition and limited skills, these organizations are in a fragile
state. Given this national trend and limited observations about the state of
local arts groups, we would express some concern about the state and
prospects of the local arts industry. The good news from that report is that it
suggests that arts organization can succeed if they focus on promoting their
benefits on the level of individual (enjoyment/enrichment), the group (a
positive shared experience), the community (economic and community
impacts) and society as a whole (civilization, tolerance and so on).
Leisure Time: Competing for audiences is a complicated and involved effort.
No longer can a theater sell only what is on the stage. Increasingly,
consumers must be sold the entire experience, from the moment they get up
off the couch, get in the car, drive to the theater, park, walk, shop/eat/drink,
purchase tickets, find their seats, see the performance and then reverse the
process. Arts organizations must be more pro-active in the way they
influence and sell the entire experience.
Government support: Government support for the arts is generally on the
decline on a national basis. More importantly, the amount of pure arts
funding is declining rapidly. In many communities, the challenge is to seek,
funding for arts organizations and facilities that comes from areas like
economic development, education, transportation, tourism and so on. Most
urgent at present is the potential loss of arts funding from the State of
Florida. This in fact is not an anomaly. Consider what's happening on other
States:
Arizona: The joint legislative budget committee has recommended eliminating
the Arizona Arts Commission and its $5.1 million annual budget. Another $7
million, the principal in a state endowment fund for the arts, would be removed,
leaving the endowment at zero. The governor proposes funding the arts
commission at last year's level and retaining the endowment principal.
California: Arts funding was slashed from $30.7 million to $20 million last year.
The proposal for next year is $11.5 million.
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Colorado: State arts support, the lowest in the nation, was reduced from $2
million in 2001 to $963,863 last year. The legislature's joint budget committee in
late March voted to eliminate arts funding for 2003-04. This would also cancel
$613,600 in federal matching funds.
Massachusetts: Arts funding was cut 62 percent last year, to $7.3 million. Gov.
Mitt Romney proposes keeping funding at that level.
Minnesota: Gov. Tim Pawlenty cut $384,000 out of this year's state arts board
budget of $12.7 million. Pawlenty proposes cutting the 2003-04 arts budget to
$7.6 million.
Missouri: In 2002, the Missouri Arts Council budget was cut by $2 million to
$3.9 million. The house budget committee recommends $953,000 for the arts in
2003-04 to qualify for National Endowment for the Arts matching funds. The
committee also is considering taking principal funds from the cultural trust.
New Jersey: In February, Gov. James McGreevey proposed eliminating all $43
million in arts funding, including $18 million for the state arts council. In late
March, his office reported that he is prepared to restore half the arts council's
budget.
Ohio: The house recommended a decrease in arts funding from $31.2 million to
$24.5 million.
Oregon: The legislature has frozen unspent arts funds for the 2002-03 fiscal
year ending in June and is considering eliminating the $2.4 million that was to
be spent during the next two fiscal years.
Pennsylvania: Gov. Ed Rendell has threatened to veto the entire 2003-04 state
budget unless the Pennsylvania Council on the Arts receives $14 million, the
same as last year.
Rhode Island: Proposals involve a cut of $180,000 off the current year's $2.3
million arts budget.
Washington: Gov. Gary Locke proposes cutting the state arts commission
budget from $5.6 million to $3.4 million.
Private sector funding: The great challenge is that this is a relatively new and
unusual city without the centuries old traditions of arts philanthropy that
exist in other parts of the world. The good news is that many of South
Florida residents do come from those more traditional parts of the world; the
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bad news is that most don't, and many that do are not in a position to give.
There is significant competition for funding with the Performing Arts Center
project and 2 museums coming to Centennial Park. For the PAC, there is
$25 million to raise from the private sector. It is also possible that most of
the major funders are advanced in years. And there is a big question as to
where the next generation will come from.
Conclusions
While Aventura is a small community, it is growing, and it shows many signs
of strong potential support for the arts. The extremely high level of
educational attainment, higher than average income and large retired
population correspond with national studies on the important characteristics
of populations that will participate in and attend the arts. In short, an
educated, affluent, older population is a perfect fit for classical music and fine
arts programs in the Aventura area. That said, planners should keep in
mind the growing Hispanic population and how it will affect future
programming and marketing efforts.
The character of Miami-Dade and Broward County is all about differences.
The area has an almost unparalleled range of age, ethnicity, income and
educational attainment levels, an enormous visitor population and a resident
population that is very interested in attending, participating in and giving to
the arts. Based on studies discussed above, there is also evidence of a large,
untapped arts audience base for classical music in the Miami area.
Senior citizens and active retirees make up a large and important sector of
the population, particularly when considering the potential for increasing the
arts audiences. According to studies cited above, 31 % of Miami area adults
(1,201,678 of a total 3,876,380) say arts activities playa "major role" in their
lives and 61 % of Miami adults say they would like to attend live
performances more often than they do now. Also, 56% of Miami survey
respondents were classified as having an above average preference for
classical music or attended at least one live performance in the past 12
months and would accept a free ticket to a classical music concert.
Another important trend to consider is the shifting demographic composition
of the population, particularly the fast-growing Hispanic population that is
also increasingly educated and affluent.
Additionally, 10.7% (over 1 million) of the 10.5 million annual visitor
population attended Miami area theaters during their stay, many of whom
would likely be interested in fine arts programs. We believe there is
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significant potential to develop the non-resident audience. That potential can
be divided into two segments:
· Transient visitors. 50% of the 10.5 million visitors are international,
with 63% from Latin America and a significant portion from Europe
and Canada. These travelers are more likely to be interested in
attending classical arts events, as their stays are longer, their
pocketbooks deeper and their cultural tastes probably more in line
with traditional fine art forms.
· Seasonal visitors - snowbirds from the North and South. Domestic
visitors make up 50% of the total visitor population and those who stay for
extended periods of time are the most likely to attend the performing arts.
They are usually retirees with disposable time and income, and they are
often highly educated - all three of which would suggest a strong potential
for classical music and fine arts performance attendance.
On a final note, it is evident that the winds are changing, both in terms of who
attends the arts in general and in the population and demographics of
Southeastern Florida in particular. If anything, Aventura, JVIiami-Dade and
Broward Counties are a theater of change and the most successful presenters of
the arts in that region are those who not only acknowledge those changes, but
also anticipate and embrace them in programming and planning for new
facilities. We hope that the information in this report will enable those involved
in planning for new performing arts facilities and programs in Aventura to make
sound choices - choices based on a solid understanding of where things are now
and a keen awareness of those changes waiting in the wings.
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