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Please use this identifier to cite or link to this item: http://hdl.handle.net/1860/3396

Title: The Effectiveness of Art Museums Marketing Late Night Programming to the Twenty-Five to Forty Age Group
Authors: Cretaro, Amy
Keywords: museum;late night;young audience;audience development;marketing;programming
Issue Date: 1-Nov-2010
Abstract: Over the last twelve years the art museum field has witnessed the birth of Late Night programming throughout the country, geared toward garnering a younger audience. As the American 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 relevant programming, 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 forty demographic will come.
Description: Advisor: Brian Moore
URI: http://hdl.handle.net/1860/3396
Appears in Collections:Arts Administration Theses

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