1. ARTS, INNOVATION AND THE NEW TOURIST DR RICHARD W. BENFIELD PROFESSOR OF GEOGRAPHY – TOURISM CCSU

2. CULTURAL TOURISMDEFINITION Heritage Tourism Historic Homes Cultural Heritage Tourism Cultural Heritage What is the Tourism Perspective? What is the Hospitality perspective What is the Geography perspective

3. CULTURAL TOURISM Heritage Historic Houses Historic Sites Cultural Landscapes Gardens Heritage Gardens Art Arts Performance Symphony Dance Opera Pop

4. THE DATA First study 2001TIA Then 2009 Then 2013Mandala Research

5. 2001 Historic Places/Museums are popular attractions for U.S. travelers taking trips within the U.S. One in seven (14%) of all U.S. person-trips includes a visit to an historic place or museum. Historic trips are more likely than trips overall to be taken by air (25% of person-trips) and include lodging at hotels, motels, or bed and breakfast establishments (67% of overnight household trips). (Source: The Historic/Cultural Traveler, TIA 2001 Edition.)

6. 2013 All data curtesy of Mandala Research FIRST FINDING Historic Travelers are a PSYCHOGRAPHIC SEGMENT Not DEMOGRAPHIC BUT Values/Attitudes/Lifestyles

14. US National Average = 39%

15. THE VALUE OF EDUCATION PROGRAMS

16. Innovation: This is product development (part of marketing) New directions next semester, Itinerary planning (nature of the product) and research, costing and pricing, presentation) and Marketing The way you communicate to your predetermined (research) audience/prospective buyers

19. 11% 6 % 11% 26%

22. Why New Products fail (and they do!)

24. 1947 1967 1976 1973 1996 1993

25. 2016

26. Tennis Anyone … with Henry VIII

27. TOURISM AND ARTS PARTICIPATION

29. What are the top five participatory activities of Americans on vacation? 2001 2010 WHAT DO DOMESTIC TOURISTS PARTICIPATE IN ?

32. KEY CONCEPTS OR MANTRA’S Know your customer through RESEARCH You will get tired of me keep repeating research but you HAVE to be able to do it SEGMENTATION (You cannot market to everyone) The more (accurately) you segment the market the more successful you will be

33. THE IMPORTANCE OF: 1. Zip codes 2. Visitor Research

36. PARTICIPANT AND MARKET ANALYSIS OF THE ARTS AND ART GENRES IN THE CENTRAL CONNIECTICUT REGION BY DR. RICHARD BENFIELD AND THE STUDENTS OF GEOG 454 SPRING 2015

37. RESEARCH SITES Surveys at Eight Arts genres Film Theatre Childrens Theatre Hole in the Wall/Gypsy Chamber Music Church Organ Recital Opera Art League

39. AND OUTSIDE FIVE LIBRARIES Libraries give us a barometer of the “general population” NOT Respondents to individual genres

42. FrequencyPercentValid PercentCumulative Percent ValidYES4489.8 NO510.2 100.0 Total49100.0 Would you describe yourself as being interested in the arts and culture?

44. Business you already have: % of market or Market Share Business you think you can get/increase to % of market TOTAL MARKET (very unlikely to ever reach that)

45. Surveys for individual genres then asked what art form they had partaken of in the previous year: Generally < 10 % !!!!!!! So 100% have interest but only 10% go MARKETING

46. What do you think are the reason(s) if you have not, or do not wish to visit the venues above?

47. FrequencyPercentValid Percent Valid NewBritainArts.org46.1 Other Internet site1628.6 Local or regional newspaper1422.4 TV72.0 Email712.2 Mail12.0 Facebook or other social media1014.3 9.0024.1 Total6291.8100.0 Missing System 48.2 Total66100.0 Where would be your first source of information on current arts and cultural events in our region?

48. Where would be your first source of information on current arts and cultural events in our region?

49. Which newspaper do you read on a regular basis?

50. Which magazines do you read on a regular basis?

51. What Social Media do you use?

52. FrequencyValid Percent ValidTo find out what is happening2761.4 To get times and locations2018.2 I do NOT use the internet for these things920.5 Total55100.0 MissingSystem5 Total49 How do you use the Internet in general to research arts events?

53. What is your age? What is your family's approximate annual income (before taxes)? FrequencyPercentValid Percent ValidUnder $25,000 612.215.8 $25-40,000 918.423.7 $41-75,000 816.321.1 Over $75,000 1530.639.5 Total 3877.6100.0 MissingSystem 1122.4 Total49100.0

54. What is the highest level of education you have attained?

55. THE PROBLEM …