Becoming involved in the arts is a process that involves movement through several stages, from disinterest to active attendance at and enthusiasm for performing arts events. Since target consumers at any time will differ in their placement on this continuum, marketing programs to expand arts audiences must first identify where each target segment…

Research presented in this report focuses on data obtained through the 1982 and 1985 "Survey of Public Participation in the Arts" and relates to musical theater, operetta, and opera attendance. The objectives of this study were to focus on those findings which might help opera or musical theater organizations attract and understand…