Quantitative Market Research

West Australian Opera .

Strategic Direction Research Quantitative Results – Full Report

Prepared by: Nicole Biagioni – Account Manager Jessica Henderson – Account Manager Kristy Willoughby – Executive Director

Contents‌ 3

Our Approach

11

Awareness & Perceptions

21

Interacting with WAO

36

Strengths & Weaknesses

52

Driving Opera Attendance

84

Evolving WAO

92

The Insights 2

Our Approach

3

West Australian Opera is looking to‌

Gain a comprehensive understanding of internal and external stakeholder perceptions of WAO in order to inform future strategic positioning.

4

�

Internal High Level Perspective 1x workshop with Staff Members, 1 x Workshop with key Stakeholders, and 1x workshop with Board Members to understand high level internal attitudes and perceptions of WAO.

Insights from both the Workshops and Focus Groups will be combined and presented in a detailed combined report.

✓✓✓✓ 1

3

Initial 2 hour project set-up meeting to confirm methodology, approach, objectives, fees and timings.

5

4

2

Project Set-up Meeting

Quantitative Analysis & Reporting

Analysis & Reporting

External Qualitative Exploration

Research with both current Patrons of WAO and the general public to understand external views and perceptions of the organisation and what the future WAO should look like.

Quantitative Online Survey

A comprehensive report including the findings from all segments during the quantitative phase to be shared in an interactive and engaging presentation.

6

Both internal and external stakeholders will provide statistical evidence to help the future direction of the WAO organisation.

5

● Online survey link distributed by West Australian Opera via Facebook and Twitter

To gather insights, we spoke to people via an online survey…

posts.

Engaged with WAO

● Email invites were also directly sent to those on the WAO mailing list.

● Fieldwork conducted during the period from 11th through to 20th May 2018.

● n=629 surveys were completed.

● Online survey conducted with Perth residents via a trusted online panel.

● Fieldwork conducted during the period from General Population

11th through to 20th May 2018.

● Responses were weighted according to Perth Metropolitan ABS age and gender figures to assure population representativeness.

● n=320 surveys were completed.

6

Weighting All General Population data has been post-weighted by age and gender proportionate to ABS Census (2016) statistics to be reflective of the Perth metropolitan population.

Some analytical notes‌

Segment Analysis Data has been analysed at the overall level, with sub-group analysis shown where relevant. Differences between subgroups are significant at the 95% level of confidence and indicated with stars

%

n=

Figures Values shown in the charts are percentages (%), unless otherwise indicated and may not always add up to 100% exactly due to rounding.

Base Sizes May vary due to respondents being excluded from certain questions based on segment or disqualifying answers at previous questions.

Qualitative Insights Throughout this report, insights gathered from the qualitative phase of this project have been highlighted where relevant in callouts in the top right hand corner.

7

To ensure we gathered a range of opinions, we spoke to people with varying relationships to WAO‌

Engaged with WAO

General Population

Subscribers

Attended a performance / event recently

Other engagement / interactions

Perth metro residents

n=256

n=297

n=76

n=320

8

We spoke to a representative spread of the Perth metro population‌

This data was post-weighted to ensure reliability of the results.

Gender

Household Income

Male

49

Less than $50,000

Female

51

$50,001 to $75,000

15

$75,001 to $100,000

15

Age

18-29 years

22

30-39 years

20

$100,001 to $200,000

17

50-59 years

16

60-69 years

13

70+years

12

SINKS / DINKS

WAO Subscribers

Young Families

No

30

Over $200,000 4

40-49 years

Yes

20

I’d prefer not to answer

17 Household Composition

2 98

36 15

Mature Families

23

Empty Nesters

22 9

And we captured responses from those who have a closer relationship with WAO‌

As a result of the natural fallout of respondents, there are a higher proportion of females and empty nesters in this sample.

Gender

Household Status

31

Male

68

Female Age

18-29 years

3

30-39 years

7

40-49 years

11

50-59 years

$50,001 to $75,000

14

$75,001 to $100,000

14

Over $200,000

20

12

I’d prefer not to answer

20 29

70+years

30

24 Household Income

31

SINKS / DINKS

WAO Subscribers

No

16

$100,001 to $200,000

60-69 years

Yes

Less than $50,000

Young Families 6 Mature Families

41 59

Empty Nesters

14 45 10

Awareness & Perceptions

11

How well is WAO known compared to the competitor set?

12

Awareness of WAO is quite high – even among the General Population!

13

Around two thirds of the General Population have heard of WAO before.

Those aged over 60 are most likely to be aware of WAO. Meanwhile, awareness of other opera companies is much lower

86%

58%

86%

39%

84%

20%

82%

2%

66%

2%

62% 61%

18-39 years

50%

40-59 years

60%

60+ years

83% ď‚Ť

Q2. Tell us which of these organisations you have heard of before today. Base: All respondents (General Population n=320)

2% 2%

I have not heard of any of these 14

Among those Engaged with WAO, awareness is significantly higher.

However, prominence of smaller opera companies is still low, even among this sample.

99%

80%

99%

68%

97%

40%

95%

24%

94%

17%

82%

13%

81%

0%

Q2. Tell us which of these organisations you have heard of before today. Base: All respondents (Engaged with WAO n=629).

I have not heard of any of these 15

How do people first react when they think of WAO?

16

Along with this high awareness, WAO is also associated with many positive attributes.

17

Entertaining, high quality and a sense of impressiveness are some of the top associations people have with WAO.

WAO is associated with being beautiful, majestic, and impressive, but also very traditional and inaccessible to most.

However, the General Population do hold some less positive perceptions, with 1 in 10 associating WAO with being frustrating or boring, and some saying it’s outdated.

General Population

Engaged with WAO

16

Entertaining / enjoyable

15

Quality of artists / chorus

12

Quality of artists / chorus Traditional / conservative / classic / formal

Quality of orchestra

19 16

Frustrating / boring

10

9

Impressive / awesome / spectacular

9

Quality performances

9

Elaborate sets / staging / lighting

8

Emotional / moving performances

8

Enchanting / uplifting atmosphere

Foreign language / incomprehensible

7

7

Professional / competent / talented

Outdated / irrelevant

7

7

Dressing up / costumes

Local talent / nurtures new talent Entertaining / enjoyable

8

Creative / theatrical / talented

8

Quality of orchestra

7

Stylish / glamorous / elaborate / colourful

Q5. What are the first thoughts, feelings or images that jump to mind when you think about WAO? Unprompted. Base: All respondents (General Population n=320, Engaged with WAO n=629).

9

6 18

Other perceptions among those Engaged with WAO‌

Mention of an iconic opera / composer

6

Traditional / conservative / classic

6

Specific venue mentioned

6

Local performers

6

Stylish / glamorous

6

Creative / theatrical

6

A special night out

5 4

Exciting Powerful / dramatic

4

Fabulous productions / company

4

Educational / cultural

4 4

Expensive Innovative / experimental

3

Varied program and repertoire

3

Beautiful artform

3

Accessible / inclusive

3

Thought-provoking / stimulating

2

Well-known / recognisable classics

2

Special / exclusive event

2

Well rehearsed

2

World class / international standard

2

Lacks vision / unimaginative / stale

2

Repetitive repertoire

2

Good venue

2

Q5. What are the first thoughts, feelings or images that jump to mind when you think about WAO? Base: All respondents (Engaged with WAO n=629) *Results below 3% not shown

19

Other perceptions the General Population have of WAO‌

Dressing up / costumes

6

Specific venue mentioned

6

Expensive

6

Quality performances

5

Emotional / passionate

5

Snobbish / elitist

5

Doesn’t interest me

5

Powerful / dramatic

5

Educational / cultural

5

Shrill

4

Mention of an iconic opera / composer

4

Classy / posh

4

Talented

4

Unsure

4

Story / narrative

3

Long performances

3

Exciting

3

Enchanting atmosphere

3

Italian

2

Impressive / Spectacular

2

Special / exclusive event

2

Well-known / recognisable classics

2

Thought-provoking / stimulating

2

Beautiful venues

2

Q5. What are the first thoughts, feelings or images that jump to mind when you think about WAO? Base: All respondents (General Population n=320) *Results below 3% not shown.

20

Interacting with WAO 21

What kind of engagement are the people of Perth having with WAO?

22

Despite reasonable awareness and positive perceptions of WAO, the majority of the General Population do not interact with them.

23

Those who are Engaged with WAO are most likely to have attended a performance or received the email newsletter.

However, 8 in 10 of the General Population who are aware of WAO have not engaged with it in the past year.

General Population

Engaged with WAO

Attended a WAO performance Received an email newsletter from WAO

Attended a WAO event Was / am a WAO Subscriber Followed WAO on social media

9

83

7

81

7

43

4

41

7

26

Attended a shopping centre Pop Up Activation

31

Worked with or for WAO

2 1

Other

31

I haven't had any recent interactions with WAO

13% of the entire General Population have interacted with WAO

3

Q3. If any, what kinds of interactions have you had with WAO in the past 12 months. Base: Those who have heard of WAO (General Population n=196, Engaged with WAO n=621).

79 24

Unsurprisingly, the most engaged segment are WAO’s loyal Subscribers.

25

Over half confirm the top two reasons for Subscription derived from the qualitative research – access to better seats and having something to look forward to!

Those who Subscribe with WAO are motivated by their passion for opera.

The main REASONS they choose to subscribe…

I am interested I am interested in /in enjoy operaopera / enjoy

28% of all respondents are Subscribers

92

I want I wanttotosupport supportWAO WAO

68

I get to attend the I get to attend opera season the opera season

68

Gives me something to Gives me something looktoforward to to look forward

Male

30%

Female

70% 

18-39 years

6%

40-59 years

26%

60+ years

68% 

Q10. What are the main reasons you are a Subscriber of WAO? Base: WAO Subscribers (n=263).

59

I get I getaccess accesstotobetter better tickets / seats tickets / seats

52

It offers better valuebetter for It offers money value for money I become engaged with I become engaged WAO with WAO I get I getthetheopportunity opportunitytoto attend exclusive attend exclusiveevents events

40 28 23 26

Is there an interest and appetite for opera in WA?

27

While those Engaged with WAO are passionate about opera, there is low interest among the General Population.

However, around 1 in 4 of the General Population are interested.

Engaged with WAO

12 3

16

8

17

79

73%

General Population

45

Not at all interested 0-2

20

3-4

Q4. How interested are you in opera? Base: All respondents (General Population n=320, Engaged with WAO n=629).

5

10

6-7

Extremely interested 8-10

28

Among the General Population, interest in opera is highest among older age groups.

All General Population

n=320

45

20

8

17

10

Male Female

n=156 n=163

47 43

17 23

9 7

16 18

11 10

18-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70+years SINKS/DINKS Young Families Mature Families Empty Nesters

40 43

n=71 n=64 n=55 n=51 n=40 n=38 n=115 n=49 n=72 n=70

23

26 57 59

7 6 5 5

15 16 19

41 29

16

46

5 6 8

33 53 37

13 18

3-4

15 13 17 17 12

13 21

47

Not at all interested 0-2 Q4. How interested are you in opera? Base: All respondents (General Population n=320)

13

14

5

9 12 6 3 24 29

18 15 17 14

6-7

13 11 8 17

Extremely interested 8-10

29

By comparison, almost everyone currently Engaged with WAO are highly interested in opera.

All Engaged with WAO

n=629

23

16

79

Male Female

n=197 n=430

14 22

18 15

76 80

18-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70+years

n=21 n=41 n=71 n=125 n=183 n=188

5 2 4 6 31 3 3 9

SINKS/DINKS Young Families Mature Families Empty Nesters

n=195 n=35 n=88 n=285

4 6 2 1

Not at all interested 0-2

3-4

Q4. How interested are you in opera? Base: All respondents (Engaged with WAO n=629).

5

29

67 78

20 17 22 18

73 74 79 86

19 17 16 15

6-7

75 74 78 82 Extremely interested 8-10

30

However, 1 in 2 of the General Population who are interested in opera and aware of WAO do not currently interact with it!

This groups represents a true market opportunity, as their interest in opera is already established.

Subscribers

21% Aware of WAO & interested in opera

Attended event

Other interaction

No interaction with WAO

n=67

This equates to 11% of the total General Population Q4. How interested are you in opera? Base: Interested in opera & aware of WAO (General Population n=67)

31

Are people aware of WAO’s advertising and media presence?

32

While those Engaged have high awareness of WAO’s media presence, the General Population are much less aware.

An increased online presence was identified as the main area of future communications focus for WAO by Non-Attendees.

This low awareness is apparent among all segments of the general population, and is not particular to any gender, age group or family type.

Engaged with WAO

89%

Q17. Have you seen or heard anything about WAO recently? Base: All respondents (General Population n=320, Engaged with WAO n=629).

General Population

8%

33

Across both samples, recent and upcoming performances are the most frequently recalled media content.

Engaged with WAO

General Population

18

Cunning Little Vixen

16

Subscriber email newsletter

26

Posters / Billboards

20

Cunning Little Vixen

The Quarry

8

Television ads / radio

12

WA Opera blog / social media presence

6

The Quarry

12

Carmen

5

His Majesty's

12

The Pinnacles 5

Flyers / brochures

8

4

Subscriber email newsletter

8

Posters / Billboards 4

Press releases / newspaper

7

Adverts 2

Carmen

7

Reviews

Facebook posts 2

Bus ad 4

Q18. Tell us what you remember seeing or hearing in as much detail as possible? Base: Those that have seen or heard something recently (General Population n=26, Engaged with WAO n=561).

34

And while emails have the highest cut-through among those Engaged with WAO, the General Population have most exposure to billboards and social media posts.

Email

66%

16%

Online

35%

16%

Social Media

21%

20%

Billboard or Poster

18%

27%

Television

9%

19%

Radio

8%

16%

Public Transport

3%

4%

Shopping Centres

3%

8%

Other

15%

20%

Can't Recall

2%

7%

Q19. Where do you recall seeing or hearing this? Base: Those that have seen or heard something about WAO recently (General Population n=26, Engaged with WAO n=561).

35

WAO’s Strengths & Weaknesses 36

Which key attributes do people most closely associate with WAO?

37

WAO is associated with many positive attributes, and is primarily seen as a core driver of the future of opera in WA.

38

Over half agree that WAO is critical to developing opera talent and believe it’s critical to the future of arts in the State.

While they do not perceive WAO negatively, the General Population do hold predominantly neutral perceptions towards many of these attributes – reflecting their lack of experience with and knowledge about WAO.

%6-10/10 Is critical to developing opera talent in WA

44

Is traditional

3 6

Is critical to the future of arts and culture in WA

10

Present high quality opera productions

6 5

Acts with integrity and responsibility

44

Ensures opera remains relevant in WA

10

Is artistically vibrant

12

Retains and keeps existing audiences engaged

7

6

Is innovative in the way they deliver opera to WA

9

Keeps up with the times Provides entertainment that reflects the community's interests Attracts new audiences to experience opera

37 10

13 14 Strongly Disagree 0-2

9

9

25 36 39

8

7 5

Is entertaining

30

30 37

11

28 39

23

39

54

21

33

23

32

55

22

32

54

22

31

53

22

30

52

27

25

52

25

24

49

24

43

62

21

45

23

19

42

39

22

19

41

13

39

20

16

38

19

10

3-4

5

Q8. How much would you say that you agree or disagree with these statements about WAO? Base: All respondents (General Population n=320).

16

36

14 6-7

33 Strongly Agree 8-10

39

These perceptions are even more positive among those Engaged with WAO.

Those who know more about WAO are even more likely to agree that it’s critical to the future of arts and culture and developing opera talent in WA. An overwhelming majority also praise WAO for the quality of its productions! %6-10/10

Present high quality opera productions

412 11

83

94

4 14 9

82

91

Is critical to developing opera talent in WA

4 2 4 11

80

91

Is entertaining

41 4 12

79

91

Is critical to the future of arts and culture in WA

85

Acts with integrity and responsibility

4 1 10

Is artistically vibrant

435

18

70

88

Retains and keeps existing audiences engaged

42 7

17

70

87

Ensures opera remains relevant in WA

53 7

17

68

85

Is innovative in the way they deliver opera to WA

5 5 9

23

59

82

Keeps up with the times

5 5 10

23

58

81

14

71

Is traditional

35

12

30

51

81

Provides entertainment that reflects the community’s interests

44

13

31

48

79

5 8

Attracts new audiences to experience opera Strongly Disagree 0-2

3-4

18 5

Q8. How much would you say that you agree or disagree with these statements about WAO? Base: All respondents (Engaged with WAO n=629).

30

39

6-7

Strongly Agree 8-10

69

40

And there is strong consistency between samples, with four of the top five associations common across both groups.

However, four of the five least strong associations are also shared by both samples.

Stronger Associations

Acts with integrity and responsibility

Is critical to the future of arts and culture in WA

Provides entertainment that reflects the community's interests

Attracts new audiences to experience opera

Is critical to developing opera talent in WA

Present high quality opera productions

Keeps up with the times

Is innovative in the way they deliver opera to WA

Weaker Associations Q8. How much would you say that you agree or disagree with these statements about WAO? Base: All respondents.

41

What do people see as WAO’s greatest strengths?

42

While its high standard of performance is seen as a major asset, WAO’s increasing diversity and marketing strategies are also seen as strengths.

43

Those Engaged love all aspects of the performances – including the diversity and innovation of the content.

High quality performances

Attractive staging, sets & costumes

Strong and consistent marketing / branding

30%

14%

10%

Continuous innovation to maintain diversity & relevance

Showcases / nurtures local & international talent

9%

5%

Q7. What, if anything, do you think WAO does really well? Unprompted. Base: Those who have had an interaction with WAO in the past 12 months (Engaged with WAO n=605).

44

For the General Population who have interacted with WAO, a point of difference is that it features international talent as well as local artists.

High quality performances

Showcases / nurtures local & international talent

Continuous innovation to maintain diversity & relevance

Strong and consistent marketing / branding

33%

12%

10%

8%

Q7. What, if anything, do you think WAO does really well? Unprompted. Base: Those who have had an interaction with WAO in the past 12 months (General Population n=41).

Perform in a variety of locations across WA

8% 45

Here are some other ways that WAO are impressing the community‌

Engaged with WAO

General Population

Good variety of popular and less well known shows

3

Attractive staging, sets & costumes

Classic / sophisticated

3

Great seating

Strong leadership / management by Directors and staff

3

Fosters young talent

Involved in the community

2

Perform in a variety of locations across WA

2

Fosters young talent

2

Offer free community events

5 3 2

1

Q7. What, if anything, do you think WAO does really well? Unprompted. Base: Those who have had an interaction with WAO in the past 12 months (Engaged with WAO n=605, General Population n=41). *Results below 1% not shown

46

But‌ is there anything WAO has the opportunity to improve on?

47

While some of those Engaged with WAO think its diversity is a strong point‌

‌others still think the repertoire could be more varied, innovative and relevant.

48

There’s also support for attracting new audiences through varied performance venues and ticket offerings.

Our internal stakeholders also told us we need to vary our repertoire and attract a younger audience.

Those Engaged with WAO are particularly supportive of WAO broadening their appeal to new audiences, so that opera in WA is preserved for generations to come!

Vary the repertoire / more diversity

Attract younger audiences with more relevant shows / content

Vary ticket pricing / offer free and discounted events

Have more performances / longer runs

Vary the location of performances (including regional venues)

10%

9%

7%

6%

4%

Q21. What, if anything, do you think WAO could improve on? Unprompted. Base: All respondents (Engaged with WAO n=629).

49

The General Population want to know more about the opera, but also feel they need more incentive to buy tickets and come along to shows.

As many of the General Population do not have much experience with opera, they want to be assured that when they spend money on a ticket they’re guaranteed to be entertained!

Increase awareness through marketing / branding

Reduce cost of tickets to increase affordability

Create content and events that are engaging for young people

Improve accessibility by reducing negative perceptions of exclusivity

Broaden the appeal by performing in more locations

17%

15%

13%

6%

3%

Q21. What, if anything, do you think WAO could improve on? Unprompted. Base: All respondents (General Population n=320).

50

People also made some other suggestions for improvements‌ Engaged with WAO

General Population

4

Offer more inclusions in the Subscription package

Increase variety in the repertoire

1

Improve experience when attending the theatre

3

Improve access for the disabled

1

Strengthen and increase marketing and branding

3

Vary performance times / length of shows

1

2

Dispel myths about elitism and inaccessibility Improve the quality of staging and performances

1

Offer more education around opera history and etiquette

1

Vary the length and time of shows

1

Feature big-name soloists and conductors

1

No changes necessary

No changes necessary Unsure

5 33

5

Q21. What, if anything, do you think WAO could improve on? Unprompted. Base: All respondents (Engaged with WAO n=629, General Population n=320). *Results below 1% not shown

51

Driving Opera Attendance

52

What’s holding people back from attending a WAO performance?

53

Attendance among the General Population is low, with the main reason for this being a general disinterest in opera itself.

54

A lack of interest in and exposure to opera were some of the key reasons for not attending.

As they haven’t been before, people are sceptical as to whether they would enjoy the opera.

100

18-29 years

49% 

90

30-39 years

36%

80

40-49 years

48% 

70

50-59 years

53% 

60-69 years

44%

70+ years

24%

60

50 40 30

43

32

29

28

26

Many of these barriers may be misperceptions that could be overcome by experiencing opera first-hand.

18-29 years

38% 

30-39 years

38% 

40-49 years

27%

50-59 years

18%

60-69 years

17%

70+ years

15%

23

20 10

18

16

16

11

5

8

5

0

Opera I'm not sure if I I choose to I have never I do not know generally would enjoy / attend considered that the does not understand different Arts / attending the performances interest me the opera Cultural opera are on events

Prices are too high

The type of I don't have I would feel Before today, Arts / Cultural events WAO anyone to go out of place at I was not events hold do not with the opera aware generally do interest me of WAO not interest me

Q9. What are the main reasons you have never attended a West Australian Opera production? Base: Those who are not WAO subscribers or attendees of a performance or event (General Population n=292).

Other

None of these

55

For those Engaged, the price of attending and other competing events are what’s stopping those who haven’t attended before.

This group doesn't lack interest in the opera, so they’re a key target market for WAO!

100 90

80 70 60 50

38

40 30

22

25

21

20

12

10

8

3

1

1

1

1

The type of events WAO hold do not interest me

Before today, I was not aware of WAO

I have never considered attending the opera

0

Prices are too high

I choose to attend different Arts / Cultural events

I don't have anyone to go with

I do not know I'm not sure Opera generally that the if I would enjoy / does not performances understand interest me are on the opera

Other

Q9. What are the main reasons you have never attended a West Australian Opera production? Base: Those who are not WAO subscribers or attendees of a performance or event (Engaged with WAO n=76).

None of these

56

Is perceived value for money restricting opera attendance?

57

People have relatively realistic expectations when it comes to how much a night at the opera costs.

58

However, on average the General Population assume the price is around $20 lower than what those Engaged with WAO think.

Engaged with WAO

General Population

Av. $117

Av. $97

Interestingly, over half of those Engaged think a standard ticket costs more than it actually does ($100), compared to just a third of the General Population.

57%

4%

39%

42%

12%

3%

$0-50

$51-$100

$101-150

$151-200

$201-250

17%

51%

26%

5%

2%

33% Q11. What do you think a night out at a WAO Opera costs for a standard adults ticket? Base: All respondents (General Population n=320, Engaged with WAO n=629).

59

Non-Attendees had a strong perception that attending the opera would be expensive and not worth the risk since they’re not sure if they’ll enjoy it.

Despite similar expectations around price, those Engaged with WAO have much higher perceptions of value.

Almost 1 in 2 of the General Population do not think that a standard adult ticket costing $100 offers good value for money, compared to 4 in 5 of those Engaged that think it does.

79%

Engaged with WAO

27

13

25

54

45%

General Population

20

Extremely poor value for money 0-2

25

3-4

26

5

19

6-7

11

SINKs / DINKs

49% 

Young Families

23%

Mature Families

47% 

Empty Nesters

61% 

Extremely high value for money 8-10

Q12. An average adult ticket for a WAO performance costs $100. Do you think this offers value for money? Base: All respondents (General Population n=320, Engaged with WAO n=629).

60

Among the General Population, older generations tend to have higher perceptions of value.

20

All General Population n=320

25

Male n=156 Female n=163 18-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70+years SINKS/DINKS Young Families Mature Families Empty Nesters

n=71 n=64 n=55 n=51 n=40 n=38

n=115 n=49 n=72 n=70

25 22

15

27

12

31

17

26 17 16 17 22 23 Extremely poor value for money 0-2

11

23 29

18 19

13 10

25 13

30 13 21 16

19 27 24 24

30 18

29 23 20 25

24 33

19

19

26 33

29 32

26

3-4

5

Q12. An average adult ticket for a WAO performance costs $100. Do you think this offers value for money? Base: All respondents (General Population n=320).

8

6 8

11 21 21 26 19 16 18 22 6-7

13 17 18 11 9 10 12 Extremely high value for money 8-10

61

As perceptions of value play a key role in driving attendance, this could be improved among the General Population to attract new audiences.

62

In fact, of the General Population who are interested in attending opera, almost half mention price as a reason they have not already attended.

To further support this, those who are interested and have higher perceptions of value for money are more likely to attend a WAO performance in the future.

Of those with HIGH perceptions of value

44% of gen pop interested in opera

Say price is a barrier to attending

Of those with LOW perceptions of value

61% are likely to attend in the future

13% are likely to attend in the future

Base: General Population who are interested in opera at Q4 (n=320).

63

Those Engaged with WAO are also willing to pay more to attend a performance than the General Population.

64

While the majority of the General Population are willing to pay up to $100, those Engaged are prepared to pay between $50 and $150.

However, it is important to note that half of the General Population are only willing to pay $50 to attend.

100

Engaged with WAO

90 80 70 60

50

50

48

SINKs / DINKS

49%

Young Families

71% 

Mature Families

44%

Empty Nesters

46%

General Population

43

36

40

SINKs / DINKS

35% 

Young Families

14%

Mature Families

40% 

Empty Nesters

38% 

30

20 10

8

5

7

1

2

1

0

$0-50

$51-100

$101-150

$151-200

Q13. How much would you actually be willing to pay for a standard adult ticket to a WAO performance? Base: All respondents (General Population n=320, Engaged with WAO n=629).

$201-250 65

The average amount those Engaged with WAO are willing to pay is almost double that of the General Population.

General Population

Engaged with WAO % of responses

Av. $106

20

Av. $58

20

15

15

10

10

5

5

0

0 0

50

100

150

200

250

0

50

100

18-29 years

$57

30-39 years

$66

40-49 years

$49

50-59 years

$60

60-69 years

$57

70+ years

$59

150

200

250

$ willing to pay Q13. How much would you actually be willing to pay for a standard adult ticket to a WAO performance? Base: All respondents.

66

What is the appetite for attending WAO events in the future?

67

Those Engaged with WAO appear to be very satisfied with their experience, as they are extremely likely to attend a performance in the future.

68

Our qualitative research also revealed that those in the General Population are unlikely to attend in the future, but our current Attendees are all extremely likely to return!

However, the General Population have significantly lower intentions to attend an upcoming show.

88%

5% Engaged with WAO

23 7

74% General Population

76

18%

57

Extremely unlikely to attend 0-2

12

17

3-4

8

10

5

Q6. How likely are you to attend a WAO performance in the next 12 months? Base: All respondents (General Population n=320, Engaged with WAO n=629).

8

6-7

Extremely likely to attend 8-10

69

While likelihood to attend is low across all segments, younger families are among those least likely to attend in the near future.

All General Population

n=320

57

17

8

10

8

Male Female

n=156 n=163

57 57

17 18

7 9

10 10

9 7

n=71 n=64 n=55 n=51 n=40 n=38

53 61 61 70 45 48

9

9

n=115 n=49 n=72 n=70

60

18-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70+years SINKS/DINKS Young Families Mature Families Empty Nesters

21

9 18 5 5 12 19 6 11 4 12 6 10 2 17 14 10 14 16 10 19 8 17

63

5 6 6

25 61 46

Extremely unlikely to attend 0-2

15 17

3-4

Q6. How likely are you to attend a WAO performance in the next 12 months? Base: All respondents (General Population n=320).

15

5

8 10 6 12 5 11 11

6-7

Extremely likely to attend 8-10

70

Of the General Population likely to attend a performance in the future, almost two thirds have never attended before.

This presents a true market opportunity, and further highlights the need to overcome the barriers preventing the General Population from attending the opera.

Subscribers

18% Likely to attend WAO performance

Attended event

Have not attended event / performance

n=57

Q6. How likely are you to attend a WAO performance in the next 12 months? Base: Likely to attend WAO in future (General Population n=57).

71

How can WAO appeal to those who haven’t attended a performance recently?

72

Lower prices would be the most significant motivating factor to attract new or lapsed audiences to the opera.

73

Being invited to the opera by someone would also be a key reason people would be more likely to attend.

Have never attended 50

46 29

Lower prices

If someone invited me to attend with them

Being aware of WAO performances

22 Traditional popular operas 19

Different styles of music / performances

Have attended previously Lower prices 54 Traditional popular operas

52

If someone invited me to attend with them 30 Non-traditional popular opera 23 Different styles of music / performances

23

Productions in different locations

23

14

More contemporary productions

14

Non-traditional popular opera

More innovative performances

14

Productions in different locations

More contemporary productions 20

8 More innovative performances

5 Higher quality productions

Being aware of WAO performances

18

Higher quality productions

8 Other

Other

17 11

None of these 2

2 None of these 8 I would not be interested in attending

20

I would not be interested in attending 0

Q20. What would make you attend a WAO performance or event for the first time / more often? Base: Those who have not attended WAO recently (WAO subscriber or attendee n=318, Non subscriber/attendee n=236).

74

Which operas would people most like to see WAO to perform?

75

There is definite consistency between those Engaged with WAO and the General Population in terms of which operas they would most like to see.

76

And their preference is for traditional popular operas!

Madame Butterfly

While these titles dominated the mentions, a variety of other styles and eras of operas were also mentioned by both samples.

20%

17% 14%

La Traviata

17%

Carmen

10% La Bohème

Madame Butterfly

La Bohème

14% 9% Carmen

Aida

14%

Q14. Which four operas would you most like to see WAO perform? Unprompted. Base: All those interested in opera at Q4 (General Population n=86, Engaged with WAO n=599).

77

Here’s a snapshot of all operas mentioned!

Q14. Which four operas would you most like to see WAO perform? Unprompted. Base: All those interested in opera at Q4 (General Population n=86, Engaged with WAO n=599).

78

And when do people want to attend a WAO performance?

79

Across the board, evening performances are preferred over matinees.

80

While weekend evening performances are most popular, 7:30pm weekday performances are significantly preferred over 6:30pm.

Engaged with WAO

Interestingly, a quarter of the General Population would be interested in attending a matinee performance. Is this an opportunity to appeal to a new audience?

General Population

Weekend evening (commencing at 7:30pm) Weekday evening (commencing at 7:30pm)

8

53

11

8 42

32

10

Weekday evening (commencing at 6:30pm)

37

16

Weekend matinee

10

19

Weekday matinee

Other

Q15. If you were planning to attend a WAO production, which one performance time would you be most likely to attend? Base: All respondents (General Population n=320, Engaged with WAO n=629).

81

Who are people most likely to go to the opera with?

82

People are most likely to attend the opera with their partner or friends.

A larger proportion of the General Population are likely to attend with their parents compared to those Engaged with WAO.

57 45 Engaged with WAO 11

Partner

General Population

Friends

8

7

Children

Other family members

Parents

8

7

14

4

3

2

4

5

Siblings

Colleagues

Grandchildren

Other

None of these

3

3

2

7

12

34 54

Q16. And who would you be most likely to attend with? Base: All respondents (General Population n=320, Engaged with WAO n=629).

83

Evolving WAO 84

What do the people of Perth look for in entertainment events?

85

To target the General Population, WAO needs to promote the quality of their live performances.

Using some famous faces or attracting crowds with free attendance could help to boost General Population interest in attending future events.

Engaged with WAO

General Population

High quality performers

Classic performances

Emotionally engaging performances

Live music

Entertaining story lines

High quality performers

Live music

Famous / well known performers

Free attendance

Entertaining story lines

92%

84%

68%

64%

51%

72%

65%

54%

50%

39%

Famous / well known performers

Elaborate staging and sets

Free attendance

Contemporary performances

Outdoor location

Family-friendly environment

Emotionally engaging performance

Outdoor location

Classic performances

Contemporary performances

49%

30%

30%

30%

23%

34%

33%

29%

27%

22%

Exclusive / special event

Family-friendly environment

Opportunity to engage with performers

Other

I do no attend Arts / Culture events

Exclusive / special event

Elaborate staging / sets

Opportunity to engage with performers

Other

I do no attend Arts / Culture events

22%

16%

10%

6%

0%

21%

20%

11%

4%

7%

Q1. We want you to tell us what you look for when considering attending Arts and Culture event or performances? Base: All respondents (General Population n=320, Engaged with WAO n=629).

86

What should WAO’s key areas of focus be moving into the future?

87

As found throughout the qualitative research, engaging new audiences, including youth audiences, is seen as a crucial point of focus for WAO’s future.

88

New audiences could be engaged by offering tickets at various price points and presenting opera in a range of formats to appeal to a broader market.

A strong desire for WAO to engage new and in particular youth audiences was a priority for the future. There was also a focus on ticket offerings that incorporate more ‘extras’ including pre-performance entertainment.

Engaged with WAO 49

General Population Engage audiences from a young age to build an appreciation of opera

45 Inspire new audiences to attend and experience opera 42 Explore new ticket offerings / packages at different price points 39

Present a mix of classical and contemporary performances

25 Present performances in a variety of different venues across Perth 23

Enhance the experience of going to the opera with pre-show functions and specials

22 Collaborate with other organisations to leverage their audiences and exposure 21

Maintain existing audiences

14 Be more innovative in the way they present opera

Explore new ticket offerings / packages at different price points 45 Inspire new audiences to attend and experience opera 44 Engage audiences from a young age to build an appreciation of opera 39 Be more present with online / social media marketing Present a mix of classical and contemporary performances

27

Present performances in a variety of different venues across Perth 27

Collaborate with other organisations to leverage their audiences and exposure Produce performances / events that are more entertaining

19 18

Be more innovative in the way they present opera 16 Become more contemporary

10 Produce performances / events that are more entertaining 7 Be more present with online / social media marketing

29

15

Enhance the experience of going to the opera with pre-show functions and specials 13

4 Become more contemporary Q22. If you had to choose three areas that WAO should focus on, which of the following would you choose? Base: All respondents (General Population n=320, Engaged with WAO n=629).

Maintain existing audiences 9 89

Again, four of the top and bottom five priorities across both groups are consistent – providing a convincing indication of the way forward.

90

A common theme among our regular Attendees was that they all started attending the opera at a young age and had a very memorable experience that piqued their interest for the future.

Offering attractive admission prices and presenting varied content to attract new audiences is seen to be most crucial for WAO. Higher priority

Engage audiences from a young age to build an appreciation

Inspire new audiences to attend and experience opera

Explore new ticket offerings / packages at different price points

Present a mix of classical and contemporary performances

Maintain existing audiences

Be more innovative in the way they present opera

Produce performances / events that are more entertaining

Become more contemporary

Lower priority Q22. If you had to choose three areas that WAO should focus on, which of the following would you choose? Base: All respondents (General Population n=320, Engaged with WAO n=629).

91

Summing up the Insights 92

Where does WAO stand today?

93

There’s a lot to be proud of!

1

2

3

Awareness is fairly high overall Even among the General Population, in which the majority are aware of WAO.

WAO is crucial to arts & culture in WA It is seen as being important for the future of not only the arts and opera, but also of local talent.

WAO has some strong positive associations It is known for producing high quality performances, with an engaging and inspiring atmosphere.

WAO has a loyal base

4

Those who are Engaged with WAO are extremely likely to continue attending the opera and have positive things to say about it.

94

But there’s also a few weaker spots with room to improve…

1

2

3

4

Consideration and appetite for opera among the General Population is low The community do not know enough about opera to actively expose themselves to it.

Some see WAO as dated and inaccessible This can be a major barrier for considering attending the opera.

WAO aren’t appealing to the majority of the General Population The vast majority of the General Population haven’t engaged with WAO in any form, and do not have high awareness of marketing content.

Ticket price and perceptions of value are major barriers for those who don’t attend The General Population in particular are unlikely to see WAO ticket prices as offering good value for money.

95

So, where does WAO need to be tomorrow?

96

In order to ensure its success in the future, WAO need to‌

Engage young people

Attract new audiences

Don’t forget the classics

Present a variety of styles

Engage with well-known talent

Offer a new variety of ticket packages

Encourage attendees to bring a friend

97

In order to ensure its success in the future, WAO need to…

Engage young people to foster an interest and appreciation for generations to come

Attract new audiences by increasing awareness, eliminating negative perceptions and becoming more accessible

Don’t stray away from what people love – the popular, large-scale classics known by the majority remain essential

Present a variety of styles in different venues – this will appeal to a broader market and help with making opera more accessible to all

Engage with wellknown talent to drive awareness and interest – someone with widespread appeal will also boost media activity!

Offer new ticket packages and price points to suit all audiences – free events would have wide appeal to newcomers

Encourage those who attend opera regularly to invite family or friends, providing an ‘entry point’ for newcomers

98

Is there anyone WAO should be focusing its efforts on?

99

YES!

We’ve identified four target markets with potential, which would be worthwhile pursuing.

100

The Low Hanging Fruit…

Interested, but haven’t attended Those who say they are interested in opera but haven’t attended before (22% of those interested in opera).

Engaged but haven’t attended Those who are Engaged with WAO but haven’t attended before (15% of those Engaged with WAO).

Likely to attend but haven’t yet Those who say they’re likely to attend in future, but haven’t done so recently (17% of those who are likely to attend).

Interested, but unlikely to attend Those who say they’re interested in the opera, but aren’t likely to attend in the next 12 months (13% of those interested in opera).

101

So who falls into these target segments and what do they want?

102

All four of our low hanging fruit segments have a fairly similar profile…

63%

Are female

Don’t attend as they don’t know that performances are on

15%

Haven’t attended as they have the perception that prices are too high

23%

Would attend if prices were lower

53%

46%

Are aged over 60 years

37%

Are SINKs/DINKs

54%

Would attend with their partner

Believe average ticket prices provide value for money, once informed

63%

37%

Would be most likely to attend a weekend evening commencing at 7.30pm

Think a key area of focus should be on creating new ticket offerings and price points

51%

19%

Aren’t aware that the performances are on

Average ticket price willing to pay

$86

n=201

103

A profile of those who are interested but haven’t attended

61%

Are female

61%

Are likely to attend the opera in the next 12 months

27%

Haven’t attended because they think WAO prices are too high

60%

Would attend if prices were lower

Aren’t aware that the performances are on

n=150

19%

Don’t have anyone to go with

15%

Believe WAO’s main area of focus should be exploring new ticket offerings and price points

55%

Average ticket price willing to pay

$84

104

A profile of those who are engaged but haven’t attended

71%

Are female

Would be most likely to attend on a weekend evening at 7.30pm

42%

65%

Are likely to attend the opera in the next 12 months

Think WAO need to present a mix of classical and contemporary performances as an area of focus

41%

17%

Haven’t attended because they choose to attend other Art / Cultural events

Believe WAO’s main area of focus should be exploring new ticket offerings and price points

61%

55%

Would attend if prices were lower

Average ticket price willing to pay

$89

n=95

105

A profile of those who are likely to attend but haven’t yet

62%

Are female

25%

Are aged 18-39

20%

Haven’t attended because of perceptions that prices are too high

58%

Would attend if they thought WAO ticket prices were lower

n=101

Would attend if WAO offered traditional popular operas

42%

Believe WAO’s current ticket prices offer good value for money (after being told)

70%

Believe WAO’s main area of focus should be exploring new ticket offerings and price points

48%

Average ticket price willing to pay

$88

106

A profile of those who are interested in opera but aren’t likely to attend in the next 12 months

64%

Are female

51%

Are aged 60+

28%

Haven’t attended because of perceptions that prices are too high

47%

Would attend if they thought WAO ticket prices were lower

n=91

Haven’t attended as they don’t have anyone to go with

17%

Would be more likely to attend if we have more innovative performances

17%

Believe WAO’s main area of focus should be exploring new ticket offerings and price points

54%

Average ticket price willing to pay

$85

107

Hunt Smarter.

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