Courtney Brickman Thesis

Richard Florida has identified the Creative class as an emerging socio-economic class that is comprised of individuals working in knowledge based industries . Through Floridaâs analysis, the Creative Class is identified as the highest paid economic class (per hour) and the most likely patrons of the arts. Unfortunately traditional arts organizations are not providing their offerings in ways that attract or retain these new audiences, resulting in declining attendance and decreasing financial support. Exploration into audiencesâ arts preferences identifies value, satisfaction, and time as components in determining attendance and repurchase intention. These components are all evaluated based on the visitor experience. The Creative Class lifestyle âis a quest for experience.â Therefore experience can be recognized as the main factor in determining attendance and financial support. The purpose of this research is to examination what arts organizations are doing to address this new arts audience, and identify emerging changes in the evolving relationship between arts audiences and arts organizations. This research is important to the survival of arts organizations, as this data reveals new organizational models to meet the preferences of new audiences and provides insight into how traditional organizations can remain relevant.M.S., Arts Administration -- Drexel University, 200