Thesis
The effectiveness of art museums marketing late night programming to the twenty-five to forty age group
Master of Science (M.S.), Drexel University
10 Dec 2009
DOI:
https://doi.org/10.17918/etd-3396
Abstract
Over the last twelve years the art museum field has witnessed the birth of Late Nightprogramming throughout the country, geared toward garnering a younger audience. As theAmerican population ages, arts administrators across the country are actively pursuing 25 to 40 year-olds as the next generation of patrons and philanthropists. Art museums continually face diverse challenges in an effort to bring new audiences into their institutions. Evening mixers, along with an overhaul of institutional marketing are clear ways in which museums are seeking out young Americans. By conducting the survey of the fourteen art museums with relevantprogramming, holding three interviews, two site visits and internet research, I explored the various reasons why late night programming is held and how it is marketed to this audience segment, and if indeed 25-40 age group attends. As this study substantiates even without complete data on how late night program attendees and members move up the giving and philanthropic ladder over time; if you hold after hours programming the twenty five to fortydemographic will come.
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Details
- Title
- The effectiveness of art museums marketing late night programming to the twenty-five to forty age group
- Creators
- Amy Solomon Cretaro - DU
- Contributors
- Brian Moore (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 3396; 991014632348704721