This Sacramento market study was undertaken through the leadership of the Sacramento Metropolitan Arts Commission, as a venture to further its on-going work in addressing organizational stabilization.

Market understanding and knowledge of how to respond to the marketplace is key to audience development, which in turn impacts both earned and contributed income. Twenty of Sacramento arts and cultural organizations participated directly in the process. Every cultural organization in the region, as well as policy makers and funders, can benefit from the findings in understanding market potential, consumer attitudes and beliefs about the arts in Sacramento.

Three research methods were used:

1. geodemography;
2. database analysis; and
3. focus groups with casual attendees and infrequent attendees of Sacramento art institutions, based on their geographic proximity to Sacramento

The basic question raised was:

Is there a larger potential audience than the combined audience we now have?

This study has shown there is a significant potential audience. Clearly, there is tremendous room to cultivate new participation through competitive marketing.

CONTENTS
Introduction.
Summary of Key Research Findings.
Positioning the Arts to Respond.
Summary.