Determining arts consumers\u27 motivations: Marketing to patrons of the Gallagher Bluedorn Performing Arts Center

This study serves to explore the motivations and values that consumers take into account when choosing to attend performing arts events. Specifically, this study aims to identify the patron motivations of regular attendees of the Gallagher Bluedorn Performing Arts Center (GBPAC) in Cedar Falls, Iowa. The GBPAC currently boasts a strong marketing focus and provides many offerings to reach a diverse customer base. This paper is a summary of findings from a replication of a study previously conducted by researchers Eric Kolhede and J. Tomas Gomez-Arias in 2017. Using the same survey as the original study, 1,369 responses were collected and analyzed. This data will be presented to the Gallagher Bluedorn Performing Arts Center in an effort to increase understanding of their patrons. Additionally, marketing recommendations to enhance the patron experience based off the survey’s findings will be presented to the venue