BOOMERS OR BUST! PROJECT

independent arts foundationboomers or bust: addendum 3

Research about arts & older audiences

Report prepared by Vincent Burke Consultancy Services

for Independent Arts Foundation & Office for the Ageing (SA)

Date: August 2014

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BOOMERS OR BUST! PROJECT

BOOMERS OR BUST

Older audiences, arts & entertainment

AT A GLANCE SUMMARY

Overall contention: Boomers and older people are more cautious about their spending – not cashed up – their attendance at arts & entertainment events likely to decline

Main focus in arts audience development is on attracting the young – not enough being done to attract new older audiences or retain loyal attenders – despite average earnings for 65+ age group being less than earnings for under 35 age group – it’s a social equity issue

Key findings:

  • 13% of current population aged 65+ - will double by 2024 – Boomers constitute 27%
  • Big increase in boomers living alone – especially female – high divorce rate
  • Most older people stay in own home – less than 10% in aged care – risk of isolation
  • Growing reluctance to go out at night – anxiety about driving, public transport
  • Overall cost a big factor – ticket prices, add-on costs, transport/parking, eating out
  • Decline of groups market also a factor in declining affordability

Government ageing policies focused on “active ageing” and social inclusion – arts attendance a positive antidote to social isolation – need for strong social networks

IAF commissioned extensive household and online research which showed:

  • 35% of seniors market (retirees) attending less often – 26% attending more often
  • cost singled out by 75% as main reason for decline plus family commitments
  • 48% cite additional costs; 33% transport anxiety; 22% going out at night alone
  • growing aversion to committing to season subscriptions (72% reluctant)
  • social interaction a strong drawcard to attend arts events - only 7% attend alone
  • 67% argue for better discounts for seniors who are not on pensions
  • whilst many unenthusiastic about attending with a group, 41% had done so
  • 58% perceive cost saving as key benefit of group bookings

Overall conclusions of project:

-need to creatively address costs of arts attendance for all older people

-need for more attractive terms and rates for groups of older people

-need to avoid language that patronises older people

-today’s older audience member is tomorrow’s potential arts benefactor

-every empty seat represents lost box office revenue

IAF urges the performing arts industry to consider the data in this report, and to take note of the initiatives being taken elsewhere (US & UK) to attract older people to be regular attenders.

Section 1Introduction

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BOOMERS OR BUST! PROJECT

1.1The Independent Arts Foundation (IAF) is a non-profit membership organisation, established in 1991. Its role is to support the development of the arts in South Australia, particularly young, emerging artists, writers, actors, performers and musicians. It organises a year-round program of events for its members, using its surplus income to support young artists.

1.2In 2012, the IAF sought to ascertain whether, as supporters of the arts get older, and despite retirement offering more time for cultural enrichment, their attendance declines. It embarked on a major research project – funded by a grant obtained through Office for the Ageing SA- to discern older people’s attitudes and perceptions relating to arts attendance, and to what extent these may have changed with age. The aim of the project is also to develop ways to encourage older people to attend arts and entertainment events regularly by making it easier and more affordable.

1.3IAF’s primary aim is to develop ongoing arts attendances, but this project is also based on widespread recognition that arts participation is one of the activities which enable older people to avoid social isolation. Getting out of the house is vital for the health and wellbeing of people, as they age. This project aims to establish how best to achieve such outcomes.

1.4Whilst IAF had some ideas of how to go about achieving these outcomes, it was determined to test them fully through extensive research, including:

  • desk research of how these issues have been addressed elsewhere
  • discussion with representatives of arts organisations and promoters
  • consumer research
  • We have produced a report based on extensive consumer research, which included a proposal to the arts and entertainment industries. We also produced a report based on our consultation with representatives of the arts industry: commercial and independent theatre producers who present national touring productions and the local arts industry in SA.
  • This report (an addendum to the main report) comprises our desk research of ageing trends in Australia, the impact of ageing on arts attendance and the response to similar trends overseas, notably the USA and UK.
  • IAF believes older arts consumers need advocacy support in relation to this issue, and seeks to encourage the arts and entertainment industries to pay more attention to the needs and expectations of their older supporters.
  • Much of the marketing and audience development by arts organisations is directed at attracting younger people to the arts, and IAF totally supports this. It is indeed one of its own key objectives. However, IAF believes that arts organisations should attach equal importance to retaining the loyalty of those who have supported them over the years in so many ways.
  • Vincent Burke Consultancy Services (former marketing executive of Adelaide Festival Centre) was commissioned by IAF to coordinate this project. The services of McGregor Tan Research, SA’s leading market research organisation, were used to conduct the consumer research.
  • A Steering Committee was established by IAF to oversee this project, comprising arts advocate Frank Ford AM, Chair of IAF; Greg Mackie OAM, formerly Executive Director, Office for the Ageing, and Deputy Chief Executive, Cultural Development, Department of the Premier and Cabinet; and Tina Turci, a long-time arts administrator, former executive of Country Arts SA and currently a serving board member of IAF.
  • Clarification of scope and terms used in this report:
  • This project embraces the arts and entertainment, i.e. popular shows and concerts as well as cultural activities.
  • In referring to arts participation by older people, IAF refers solely to attendance at arts and entertainment events, and not to participation in arts activities which may constitute a form of therapy.
  • The hardest task has been to choose the right terms to describe the target market of this project. Words like old, older, seniors, the aged, the ageing etc are widely used by other organisations and in reports. IAF hopes its consultations will help resolve this dilemma.
  • Once the IAF’s main report and proposal has been submitted to the local arts and relevant Government agencies (along with the separate reports recording our research and exploration of related issues), IAF will continue to advocate for the older age group in our audiences and will encourage the arts industry to work together to address the issues we have highlighted.
  • The report and its three addenda (consumer research, arts industry perceptions and literature research on trends relating to the arts and ageing) are contained on the IAF website:

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BOOMERS OR BUST! PROJECT

Section 2Summaryof the data relating to arts and the ageing in Australia

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BOOMERS OR BUST! PROJECT

Initial overview

Whilst some retirees will enjoy the benefits of enhanced provision for their retirement, most will be likely to experience a downturn in their income, with a high proportion earning less than the equivalent of the living wage. It is also highly likely that attending arts and entertainment events will not be a top priority for most retirees, not least because of the cost of attending.

Hitherto, ‘audience development’ by arts organisations has meant attracting young people to become attendees. Whilst that is clearly laudable and vital for the arts,there is also a need to find ways of reversing the downward trend among older attendees, including attracting people who have hitherto been less able to attend arts events because of work commitments, but who may be able to do so with a reduction in their work commitments.

Apart from seeking outcomes or directions which will benefit the arts, this project is equally committed to focusing on the wellbeing of older people who benefit from regular arts participation. Research demonstrates that older people’s health and wellbeing are enhanced by enjoying a busy social life - getting out and meeting people.

This reportidentifies the general trends and relevant statistics concerning ageing in Australia with a focus on South Australia. It addresses how the arts can play a part in positive ageing. In recent years, there has been extensive research plus media reports, publications and books on which we rely as a background for this project. There is special emphasis on trends relating to the baby boomer generation.

It includes a literature review of arts and the aged schemes in the United States and in Britain, indicating that there are several successful models operating overseas which address the core issues of this project.

The ageing population and the impact of retirement of baby boomers from the permanent workforce have major implications for society, especially in South Australia. About one third of the SA population are aged 50+. There has been a big increase in the number of boomers, especially women, living alone. Contrary to many assumptions, baby boomers are not cashed up for their retirement. Many of them will end up on a much reduced income when they retire.

Government policies for the ageing have focused on encouraging older people to stay in their own homes, which riskssome of them becoming socially isolated. Less than 10% of the ageing population live in retirement villages or aged care facilities. The focus in many studies is on encouraging social interaction to achieve and maintain a sense of general wellbeing. The contention of this report is that attending arts and entertainment events is a positive way to achieve this interaction with others, and that more needs to be done to achieve this.

From an arts perspective, there is compelling evidence (including research commissioned for this project) that retirees experience a reduction in their income, and that the cost of attending arts and entertainment events is the main obstacle. We contend that the arts and entertainment industriesare doing little to encourage older people to attend events regularly, offering a token reduction for pensioners and people on “concessions”. It is equally important to address other costs associated with attending a show (transport, parking, eating out etc) and the anxieties older people have about travelling at night or using public transport.

Trends relating to Australia’s ageing population

The most recent decades have witnessed an almost obsessive focus on the impact of the baby boomers, the ageing population and how these generations are preparing for their needs in retirement. The reality for many is fairly bleak. Compulsory superannuation was introduced too late in the careers of many in these age groups to make adequate financial provision for their retirement. Those with viable plans suffered a major setback with the 2008 global financial crisis. We are now witnessing the emergence of “rich boomers and poor boomers”, with the majority expected to have a much-reduced income.

Various Government reports have served as a resource in this project (notably the Liveability Report and the Intergenerational Report) in which the associated notions of social inclusion, active ageing and the importance of cultural activity are canvassed as important to ensure and maintain good health and positive wellbeing for the older generations.

We are using the phrase “older generations” to emphasise that we are not considering one homogenous group of people aged 50+. Rather, we seek to stress both the “young old” and “old old” cohorts within our society. Ironically, the people most inclined to reject the notion that they are old or even ageing are the baby boomers, the very target groups of this study.

The South Australian picture

Much is made of the fact that South Australia has a higher proportion than other mainland states and territories of older people within its population. Some key pointers:

  • 23% of the SA population are baby boomers – one third are aged 50+
  • 13% of the SA population are aged 65+ and this is expected to double by 2024
  • More women than men in this age group are living alone, and this is increasing

Several studies, reports, published articles and books have focused on what Alexandre Kalache referred to as The Longevity Revolution – creating a society for all ages.

They stressed that baby boomers were not (nor would they be) a burden on society. They were portrayed as having much to offer in terms of experience and spending power, and these writers all argued in favour of strategies that allowed older people to maintain their independence and participate fully in the life of today’s society.

Reference is made to older people who are “imprisoned in their homes” (Kalache), leaving them “vulnerable to loneliness and lack of social connection”. He stressed the potential role of baby boomers as “consumers of art, music and leisure in the CBD”.

Ageing and the arts in South Australia

We have noted in other reports thatlittle was being done to retain the loyalty of older arts supporters or to encourage retirees to become regular attenders in retirement..

Some arts organisations told us of their efforts to reach out to the older market by offering more daytime or matinee shows. In general, the only concessions offered are to pensioners and sometimes to holders of the Seniors Card. Apart from a few highly localised initiatives in other states, we are not aware of any proactive measure undertaken by any arts funding body or other government agencies seeking to address the issues highlighted by this project.

This is despite an online project called Disseminate, which was part-funded by the Australia Council in 2006 which drew attention to the concept of “arts and ageing”, and suggested the arts had the potential to play a positive role in the ageing process.

In 2008, a report entitled State of Ageing in South Australia described the changing nature of SA’s population and the changing composition of SA households, with a significant increase of older women living alone and a growing preference among all older people to continue living in their own home, rather than moving into retirement villages or aged care facilities.

This report focused on the importance of “community connections and social inclusion”, stressing the risk of negative health and wellbeing outcomes if these were not achieved. Strong social networks ensure longer survival, and protect against disability, moving to residential care and ill health due to psychological and physical stress.

The Community Arts Network (SA) was funded to conduct a study entitled Creative Ageing and the Arts, which sought to identify ways in which participation in the arts can support the process of positive ageing. Its main outcome was to develop a self-styled toolkit or guide to best practice in this process. However, the project appears to have gone into a state of limbo.

The Boomers or Bust project initiated by the IAF is the first attempt in Australia to focus on the needs and expectations of older audiences for arts and entertainment events.

Ageing and the arts in USA and UK

Our online literature search in the early stages of this project made us aware that policy discussions on the topic “ageing and the arts” had started in the USA fifty years ago, with the first White House Conference on Aging (sic) taking place in 1961. Twenty years later, the US National Endowment for the Arts started to encourage greater participation in the arts by older people.

A further twenty years on, the National Center for Creative Aging was founded to foster “an understanding of the vital relationship between creative expression and healthy aging and to developing programs that build on this understanding.”

Dr Gene Cohen emerged at this time, and he is credited as possibly the architect of this concept of positive ageing through the arts.

The arts are a uniquely powerful method which allows the brain to continue to develop and remain effective in old age.

From an early stage, it was recorded that US baby boomers were attending arts events at a lower level than other pre-boomers, and it was assumed that they would “age into” arts participation as they grew older. However, the early studies established that it was not age per se but several other factors which influenced a gradual decline in attendance, namely educational achievement, gender, marital status and income. The point was realised by arts professionals in the USA, who were themselves approaching retirement, and realised that their successors might not fully appreciate the underlying trends among the ageing.