The Right Audience.
NPAFE-curated sponsorships with Performing Artists offer a reach to an audience of 30+ million discriminating consumers who care deeply about who makes performing arts possible.
That means better brand awareness, higher conversion-retention rates, more cross-generational brand loyalty, and greater all-around recognition for the creativity and entrepreneurial strength of the country’s performing artists and the brands supporting them.
The Right Numbers
Arts and cultural production contributed more than $710 billion to the U.S. economy in 2015, over 4.5% of GDP. Of that total, independent performing artists and boutique performing arts companies contributed a whopping $40 billion. (National Endowment for the Arts)
Over one-half (56%) of those with an interest in the performing arts say they would “Almost always” or “Frequently” buy a product sponsoring arts or cultural events over one that does not.*
In contrast, only about a one-third (36%) of NFL fans, one-third (34%) of America’s Cup yachting enthusiasts and less than one-fifth (17%) of the Olympic Games audience chose products based on their sponsorships.*
Even more revealing: almost one-half (48%) of Americans with an interest in performing arts and cultural events indicated that they hold a “Higher” trust in companies that sponsor these events compared to those who do not, while only 16% of Olympic Games enthusiasts claim a “Higher” trust in their sponsors.*
*(Performance Research, 2015)
The Right Markets
Regional and other metro area sponsorships usually do way better for corporate sponsors of the performing arts than in New York City!
Here’s one example: in the Washington-Baltimore metro area, usually seen as a “smaller” market, performing arts attendance among metro area residents tops 6 million people per year, almost 3 times higher than for New York City metro area residents. More than half in the DC area go to several performances each year, compared to only 22% for the New York metro area.*
Another example? In the greater San Francisco metro area, 85% of performing arts audiences have a Bachelor’s degree or higher (individuals 25 years and older), compared to the region’s overall 38%. That’s more than double. 50% of performing arts audiences have household incomes of $100,000 or higher. In comparison, only 39% of the general population Bay Area residents have household incomes of $100,000 or higher. **
This sizable disparity in major demographic measures is replicated in all major metro area SMSAs compared to New York City, making the universe of performing arts audiences singly one of the country’s most attractive niche markets. These people are a captivated audience. They are primed to remember everything they see and hear, especially when corporate sponsors who make it possible are carefully showcased.
Sponsors carefully and completely showcased is exactly what happens, too. For every sponsor. At every performance. Before and after, too, when NPAFE itself and the artists applaud every corporate sponsor, live, on the web, and in the media.
*US Department of Commerce and National Endowment for the Arts
**William and Flora Hewlett Foundation