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Audience Outlook Monitor — 2023

Patternmakers leads a major tracking study of audiences in partnership with US research agency WolfBrown.

Patternmakers led a major tracking study of audiences in partnership with US research agency WolfBrown.

Initiatied in the first weeks of the COVID-19 global pandemic, the study has evolved over time to explore topics like ticket-buying timelines, audience appetites for different content, and behavioural trends related to the cost-of-living crisis.

Patternmakers has partnered with Australia Council for the Arts, Create NSW, Creative Victoria, Arts Queensland, Department of the Premier and Cabinet (Arts SA), DLGSC WA and Arts ACT to deliver this project between 2020 and 2023.

Our 2020-2023 program of work helped artists and cultural organisations connect with audiences, tracking the way people engaged with arts, culture and creativity in the pandemic and post-pandemic landscape. Artists and cultural organisations needed to continually innovate the events they programmed, their marketing and their policies.

The work is regularly cited in the media and in major policy papers such as Revive, the Australia Government's National Cultural Policy. It is providing artists and cultural organisations with a resource to guide decision-making and forward planning, to help revitalise our communities.

Explore the Audience Outlook Monitor research launched in 2023:

 

Click below to view all of our past Audience Outlook Monitor publications:

Image Credit: Nicholas Smith, courtesy of Campbelltown Arts Centre.

 
 

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Dance Sector Uplift Project with Arts Northern Rivers

The Patternmakers team worked with Arts Northern Rivers on the Dance Sector Uplift Project in 2023.

In 2023, Arts Northern Rivers commissioned Patternmakers to assist with the Dance Sector Uplift project, designed to reactivate dance, physical theatre and experimental performance across the region.

We analysed and compiled the results of artist surveys and consultations with members of the Northern Rivers community into a report in order to inform the direction and outcomes of the project.

Read the report below to identify the strengths and challenges, supported with evidence and data, and recommendations on how to plan ahead, to create a vision, and help independent artists realise their creative potential while working collectively within the community.

Image | Dancers: Omer Backley-Astrachan, Kirsty Kiloh, Charemaine Seet in The Draw IN by Geraldine Balcazar. Photograph by Shane Rozario.

 
 
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Market research into the circular economy for Markot and we scout

In 2023, the Patternmakers team worked with Markot and we scout to engage in market research into the circular economy for major baby and parent goods.

In 2023, Patternmakers worked with Markot and we scout to engage in market research into the circular economy for major baby and parent goods.

Through a survey, Patternmakers gathered insights into the key attitudes and behaviours of Australian parents related to the circular economy for major baby and parent goods, including awareness levels, current engagement patterns, perceptions around waste and the need for circular economy options for major items, and the barriers to entry.

Patternmakers also tested Australian parents' interest in Markot's proposed buy-back scheme for major baby and parent goods as a new circular economy, and gathered insights into how such a scheme would impact families, the economy, and the environment.

 
 
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Improving the accessibility of live music venues in Melbourne

In 2023, Patternmakers worked with Morwenna Collett and Music Victoria to identify ways to improve the accessibility of live music venues in Melbourne.

In 2023, Patternmakers worked with Morwenna Collett and Music Victoria to identify ways to improve the accessibility of live music venues in Melbourne.

Live music is a significant part of Victoria’s culture – and Music Victoria has identified an opportunity to help music venues increase the accessibility of their spaces. With support from City of Melbourne and City of Yarra, Music Victoria led the Accessible Music Venues project, to assist venues to build their knowledge and identify ways to improve their onsite and online accessibility.

Visit the Music Victoria website to learn more about the project, or download the report below:

 
 

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Evaluation of A is for Atlas' Social Art Practice, Dining Room Tales

In 2023, Patternmakers partnered with contemporary performance company A is for Atlas to evaluate Dining Room Tales and explore its social impact.

In 2023, Patternmakers is partnering with contemporary performance company A is for Atlas to evaluate Dining Room Tales and explore its social impact.

Starting in 2011, Dining Room Tales is a social art practice which invites audiences to share time, food and conversation with an internationally acclaimed artist and other members of the community.

Since 2021, performances have been centred in regional Victoria and preliminary data suggests Dining Room Tales' audiences are valuing the opportunity to witness something new and connect with their community.

Image Credit: Image of Whang Zeng-Ting, from the Dining Room Tales website.

 
 

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Evaluation of the Sydney Opera House's Centre for Creativity

In 2022, Sydney Opera House partnered with Patternmakers to create an Evaluation Framework for its new Centre for Creativity.

In 2022, Sydney Opera House partnered with Patternmakers to create an Evaluation Framework for its new Centre for Creativity (CFC), described as a ‘purpose-built home for hands-on creative experiences’.

The CFC aims to foster creativity, with the ultimate goals of improving wellbeing and cultivating creative citizenship. It also aligns with the SOH commitment to the UN Sustainable Development Goals (SDGs), including quality education, climate action and reduced inequalities.

To track its progress towards these goals, it enlisted Patternmakers to establish an Evaluation Framework – which would ‘set the template’ for an annual evaluation of CFC activity.

Image Credit: www.sydneyoperahouse.com/visit/our-venues/centre-for-creativity

 
 

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Evaluation of the SongMakers program for APRA

In 2022 and 2023, Patternmakers is working with APRA/AMCOS to evaluate a new version of the celebrated SongMakers program.

In 2022 and 2023 we’re working with APRA/AMCOS to evaluate a new version of the celebrated SongMakers program.

SongMakers is a songwriting program for young people in secondary schools, that has kickstarted the careers of a number of emerging Australian musicians. The latest version adapts this program for a school holiday format for young people in regional NSW, with support from the NSW Government. 

This research involves surveying young people at the end of SongMakers workshops about the impacts of the program across domains including songwriting craft, participant wellbeing, and music industry knowledge. It also incorporates interviews with key stakeholders like program mentors and regional venue partners, and case studies with standout participants. 

To date we have delivered an interim report which has shown that the program is successfully cultivating technical skills, improved mood, ambition and passion for songwriting amongst participants, and identified a need for further extracurricular opportunities like SongMakers for young people in regional areas. At the end of the program, a final report will be produced based on further fieldwork, including a survey of all participants to explore their career trajectories since participating.

Image Credit: songmakers.com.au/holiday-sessions/

 
 

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Audience Research for the Australian Chamber Orchestra

Patternmakers is working with Australian Chamber Orchestra (ACO) to inform a community focussed and diversified audience development strategy.

In 2023, we are working with the Australian Chamber Orchestra (ACO) on an audience research project.

The research aims to gather data about existing and potential audiences to inform a community focussed and diversified audience development strategy. The project also aims to provide insights that can inform future programming for the orchestra and ACO's new home, Pier 2/3 in Sydney.

The research involves a series of stakeholder interviews, focus groups with different audience segments and an online survey of past and potential future attenders.

Image Credit: www.aco.com.au/

 
 

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Audience Research for the Sydney Jewish Museum

In 2022 and 2023, Patternmakers worked with the Sydney Jewish Museum on an audience research project to build a profile of past SJM audiences, and explore the motivations and barriers of potential new visitors.

In 2022 and 2023, Patternmakers worked with the Sydney Jewish Museum on an audience research project.

The goal was to build a profile of past SJM audiences, and explore the motivations and barriers of potential new visitors. The methodology included focus groups, interviews, a databases survey and a panel survey of museum goers.

The findings are informing the musuem's Master Plan and an audience development strategy for the next five years. The report includes segment profiles to inform programming and decision making at the museum.

Image Credit: sydneyjewishmuseum.com.au/

 
 

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Producing an action plan for arts and culture on the West Coast of Tasmania

In 2023, Patternmakers, with facilitation by West Coast Council, The Unconformity and WD Booth Charitable Trust, will produce a shared vision for arts and culture on the West Coast of lutruwita/Tasmania.

In 2023, Patternmakers, with facilitation by West Coast Council, The Unconformity and WD Booth Charitable Trust, will produce a shared vision for arts and culture on the West Coast of lutruwita/Tasmania.

The West Coast Cultural Strategy is an action plan that aims to establish a future vision and roadmap for West Coast arts and culture, as informed by members of the community.

The strategy intends to:

  • Review arts and culture on the West Coast and how it serves the community

  • Invite artists, groups, businesses, audiences and community members to share ideas, needs and opportunities

  • Develop a shared vision for arts and culture on the West Coast, including strategic goals and action items.

All people who live, work on, or have ties to, the West Coast are invited to contribute to this strategy.

There are a range of ways to engage:

  • Community discussion groups in March and May 2023

  • Online and physical surveys

  • One-on-one meetings with the consultants.

For more information, visit:

culturalstrategy.theunconformity.com.au

 
 

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