A recent Wall Street Journal article talks about a firm Goldstar who has potentially cracked the code in getting Gen X and Gen Y engaged in the arts. Some of the dempgraphic data was very interesting:
• Prefer buying tickets online (and strongly prefer not to buy them over the phone).
• Own iPods and prefer purchasing songs "one at a time" to buying entire albums.
• Use TiVos and other digital video recorders to view TV programs at a time of their own choosing.
• Trust Web site user reviews far more than print-media reviews by "major local columnists." According to Goldstar, "More than 30% of respondents said negative user reviews on a Web site would 'strongly discourage' them from seeing a show. This is about 15 times more respondents than would be discouraged by a bad columnist's review."
• Feel little or no "sense of obligation to support important arts and cultural institutions with ticket dollars."
Ironically, a group met yesterday in Roanoke to discuss some aspects of this same issue. How do we get more young adults engaged in the rich arts organization for a city of Roanoke's size.
Three groups are looking to do just that - Arts Council of the Blue Ridge, Young at Art, Contemporaries and the Square Society. Visit each and join today.
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