The survey was conducted by Dr. Robert A. Peterson of the Graduate School of Business, University of Texas at Austin. The text was edited by Kristine Everett. The Austin Arts Needs Assessment Program was initiated under a special project of the Austin Arts Commission and the Parks and Recreation Department. This project, City Spirit, was designed to address problems of planning for the Arts in Austin. With funding provided by the City of Austin and the National Endowment for the Arts, a year-long program to provide information of assistance to the planning process was initiated by the Center for Cultural Resources. A pilot neighborhood project, a series of policy seminars, and a cultural needs assessment survey were included in the program. This document reports the findings of Phases I and II of the Arts Needs Assessment Survey.

The purpose of this survey was, in part, to objectively and empirically assess arts participation, needs and preferences within the community as well as provide insights into the most effective means of delivering arts offerings to the community. Phase I of this survey program consisted of an empirical survey of 989 Austin adults.... Phase II of the program consisted of re-interviewing 177 of the first phase study individuals. Respondents were questioned about several diverse cultural and arts-related activities and issues. Additionally, they were queried about their perceptions of five generic arts offerings: ballet or live dance, play or theatre, art exhibit or museum, museum other than art museum, and symphony. (p. 6, 7, and 8)

Purpose of the study: In response to a lack of such hard information, the City of Austin, through the Austin Arts Commission and with assistance from the National Endowment for the Arts, commissioned the Center for Cultural Resources to conduct a marketing and needs assessment study. The purpose of this program was, in part, to empirically and objectively assess arts participation, needs and preferences within the community, and to provide inputs into the most effective methods of delivery (i.e. marketing) arts and cultural activities.

More specifically, the purpose of the present research was to determine the nature of the existing and potential Austin cultural and arts market. That is: Who are the individuals who attend Austin cultural and arts offerings? What kinds of cultural and arts offerings do they attend? Where do these individuals attend specific cultural and arts events? Why do individuals attend a cultural and arts offering; and conversely, why do they not attend these offerings? What do they perceive about the variety of cultural and arts activities? What do they perceive about the quality of cultural and arts activities? Who are the attenders? The present report broadly defines those individuals currently attending cultural and arts offerings in Austin. In addition, six segments of Austin adults are investigated in detail with regard to their arts participation: Current non-attenders who are unlikely to be potential attenders. Current non-attenders who are possibly potential attenders. Current non-attenders who are probably potential attenders. Current attenders defined as light attenders. Current attenders defined as moderate attenders. Current attenders defined as heavy attenders.

What are the attendance patterns? Arts attendance patterns are reported with regard to the following generic art forms: an opera performance, a museum, a theatre performance, a ballet or live dance performance, a symphony, a music performance, such as a recital or chamber music, an art exhibit of paintings or sculpture, a non-classical music performance, an art gallery, or other cultural or arts event not included in these forms. These attendance patterns were further studied as to how they differed among various demographic groups in Austin. Why don't people attend offerings? The report provides insights into why people do not attend cultural and arts offerings in Austin. Among attenders and non-attenders, several reasons for not attending arts activities are examined and the differences in perceptions between attenders and non-attenders are discussed.

Austin cultural and arts goals: The five broad arts goals set forth by the City of Austin were investigated from a citizen's perspective. Perceptions of the importance of these goals were obtained, and comparisons were made among selected demographic groups as well as attenders and non-attenders. Variety and Quality of arts activities: Finally, the report provides insights into what people perceive about the variety and quality of cultural and arts activities.

CONTENTS
Section 1. Introduction.
Section 2. Executive Summary.
Section 3. Research methodology.
Section 4. Summary of Phase I results.
Section 5. Demographic subgroup results.
Section 6. An arts typology.
Section 7. General cultural and arts perceptions.
Section 8. Specific cultural and arts evaluations.
Appendix.

The survey was conducted by Dr. Robert A. Peterson of the Graduate School of Business, University of Texas at Austin. The text was edited by Kristine Everett. The Austin Arts Needs Assessment Program was initiated under a special project of the Austin Arts Commission and the Parks and Recreation Department.