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Latino Arts and Culture Participation
in the Greater Phoenix Region

MAR ICOPA PARTN E RSH I P

FOR AR TS AN D CU LTU R E
DEAR C OLLEAG U E S

Arts, Culture, and the Latino Audience is timely and relevant. Understanding this shifting
demographic will allow arts and culture organizations to make better informed marketing
and programming decisions that can result in increased Latino attendance and participa-
tion, increased revenues, and cultivation of relationships with an untapped donor base
while contributing to enhancing the quality of life of this market segment.

The data presented will provide an unprecedented look into the Latino market and the
segments within it and provide useful, timely and actionable intelligence you can include
in your marketing plans today.

MPAC positions itself, yet again, as a pioneer in disseminating critical information that
the arts community can act upon. Latino Perspectives Media has sought to engage the
attention of arts and presenting organizations and to inform our readership about the
many and varied opportunities to live and experience art in Maricopa County. This study
further validates our mission and positions the college educated, acculturated, and
upwardly mobile segment of the Latino community we serve at the center of its findings.

Congratulations to MPAC on the unveiling of this landmark study.

Saludos,
Ricardo Torres
Pub/CEO, Latino Perspectives Magazine

CONTE NTS: 02 T H E L AT I N O A R T S A N D C U LT U R E M A R K E T I S C O M P L E X
04 W H O I S T H E L AT I N O A R T S C U ST O M E R ?
06 W H AT D O L AT I N O S E N J OY ?
08 H OW D O L AT I N O S D E C I D E W H AT T O AT T E N D ?
11 H OW M U C H D O L AT I N O S S P E N D O N A R T S A N D C U LT U R E ?
12 H OW D O L AT I N O S R E A CT T O A R T S A N D C U LT U R E M A R K E T I N G ?
14 R E C O M M E N D AT I O N S
DEAR COLLEAGUES
Arts, Culture, and the Latino Audience is one of the few in-depth studies in any United States market of Latino participation in arts
and culture, and the first of its kind in Greater Phoenix. This growing and fundamental market continues to be of great interest to the
region’s arts and culture community, but it remains one of the least understood. How to develop strategies to move from a market
lost to a market opportunity is the impetus for this report.

Prepared for the Maricopa Partnership for Arts and Culture by Behavior Research Center and ArtsMarket, the study is designed
to gain an understanding of the Latino arts and culture consumer as a nuanced and multi-segmented market. Through in-depth
telephone interviews and focus groups the research team explored motivations for participating – or not – in the region’s arts and
cultural offerings, factors that impact attendance patterns, and opportunities to enhance Latino engagement.

The Latino audience already has a significant financial impact, infusing over $100 million annually as attendees at Greater Phoenix
arts and culture events and attractions. Imagine what this untapped market could contribute if fully engaged. It is MPAC’s hope
that the research and recommendations contained in this study will catalyze new approaches to identifying and reaching the Latino
cultural consumer. We are pleased to have had the opportunity to support this effort on behalf of the arts and culture community.

M Y R A M I L L I N G E R , Pr esident and CE O , M PAC

T H E L AT I N O A U D I E N C E A L R E A DY H A S A S I G N I F I C A N T F I N A N C I A L
I M PA CT, I N F U S I N G OV E R $ 1 0 0 M I L L I O N A N N U A L LY A S AT T E N D E E S AT
G R E AT E R P H O E N I X A R T S A N D C U LT U R E E V E N T S A N D AT T R A CT I O N S .
I M A G I N E W H AT T H I S U N TA P P E D M A R K E T C O U L D C O N T R I B U T E
I F F U L LY E N G A G E D .
— M Y R A M I L L I N G E R , P R E S I D E N T A N D C E O , M PA C
 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

A R T S , C U LT U R E A N D T H E L AT I N O A U D I E N C E .

THE LATINO ARTS AND CULTURE

MARKET IS COMPLEX
It is large, vibrant and full of potential for the arts and cultural organizations of Greater Phoenix. It is also
under marketed; the potential is currently not being realized. The research for this study, however, suggests
ideas on how to attract and nurture a market that is now 30% of the metropolitan population.

PHAS E 1
Fall of 2007: an in-depth telephone survey
T H I S ST U DY of 1,200 self-defined Latinos, at least 18 years
O F L AT I N O old, who reside in Greater Phoenix.
PA R T I C I PAT I O N Louise K. Stevens, president of ArtsMarket
I N TH E AR TS and a nationally recognized expert on arts
A N D C U LT U R E consumers, advised Behavior Research Center
O F G R E AT E R PHAS E 2 during the development and analysis of the
PHOE N IX HAD Spring of 2008: seven focus groups to explore telephone survey.
TW O PHAS E S Latino attitudes towards key issues identified
in the telephone survey.

H OW D O L AT I N O S R E A CT T O T H E M A R K E T I N G B Y VA L L E Y
A R T S A N D C U LT U R E AT T R A CT I O N S ?

Latinos use all forms of media advertising and especially the Internet to find
out about arts and cultural opportunities. However, very often Latinos do not
“see” arts and culture advertising because it does not show them in culturally
sensitive depictions. As a result, many Latinos feel that arts and culture
organizations do not market to them, that they are not wanted as participants.
 P_03

W H O I S T H E L AT I N O A R T S C O N S U M E R ?

The traditional segmentation of Latino arts and culture consumers by language (Spanish
dominant, Bilingual, English dominant) is better described by a new market structure
consisting of Learners, Straddlers and Trendsetters. In addition, Latino arts consumers
operate differently depending on whether they are a family with children, adults by
themselves, older/retirees, or younger/singles.

W H AT D O L AT I N O S C U R R E N T LY E N J OY ?

Latinos are active cultural consumers. Their interests are very similar to those of non-
Latinos, except that many also have great interest in events and attractions related to their
own culture, such as Latino music events, dance performances, festivals and craft fairs.
Forty-one percent attend history, science or children’s museums, 22 percent visit art
exhibitions, 11 to 14 percent attend non-Latino performing arts events.

SUMMARY OF FINDINGS…
“THE VALUE OF GOING TO A MUSEUM IS WHAT IT DOES FOR YOU:
RELAXATION, SATISFYING CURIOSITY, SEEING THE KIDS ENJOYING
THEMSELVES, SPENDING QUALITY TIME WITH THE FAMILY.”
— F O C U S G R O U P PA R T I C I PA N T

H OW D O L AT I N O S D E C I D E W H AT T O AT T E N D ?

There is great potential for Latino audience development because the Latino interest in arts and
culture outpaces actual attendance by as much as two to one. Many factors enter into the attendance
decision such as cost, the perception of a casual, inviting atmosphere and weekend availability for
families. The attendance decision is usually spontaneous and close to the time of the event.

H OW M U C H D O L AT I N O S C U R R E N T LY S P E N D O N A R T S A N D C U LT U R E ?

Latinos spend an estimated $118 million annually on arts and culture in Greater Phoenix.
The research suggests that arts and culture organizations should target their marketing to the
41 percent of Latinos who either attend what they self describe as “big” events all year or who
save up to attend a few of these big events. Price is often more of a perceived than
an actual attendance barrier.
 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

WHO IS

THE LATINO ARTS AND CULTURE CONSUMER?

As research on Latino markets has progressed in recent years, there has been an evolution in
segmentation thinking …moving from the once widespread tendency to characterize it as a monolithic
market in which one size fits all, to a finer and more appropriate understanding that the Latino market
is comprised of many layers, segments and dynamics.

Most marketers recognize the need to segment the Latino market relative to its most obvious
acculturation marker: language skills. Many marketers understand the broader implications between
Latinos who are Spanish dominant, those who are Bilingual, and those who are English dominant
and who, although they may speak little or no Spanish, nonetheless think of themselves as Latino
and maintain an affinity for the traditional or emerging Latino culture and styles.

This study suggests that another dimension should be added to our thinking when pondering questions
of how to market arts and culture opportunities to Latinos. We may benefit our strategic thinking by
also weighing the perceived importance of arts and culture in the lives of Latinos. The study shows that
interest in arts and culture products cuts strongly across all groups while participation is dampened not
by interest or desire, but by barriers that trace to price, struggles to make a living and even belief that
arts and culture organizations may not offer hospitable environments for people who are Latino.

WE MAY BENEFIT OUR STRATEGIC THINKING BY

ALSO WEIGHING THE PERCEIVED IMPORTANCE OF
ARTS AND CULTURE IN THE LIVES OF LATINOS.
Latinos find ways to satisfy their cultural and entertainment thirsts, albeit at a less frequent level than
would be found if perceived cost and other barriers were not in play. The findings clearly raise the
question of whether traditional marketing and ticket offering methods are appropriate for any but the
most acculturated and affluent segments of this market ... and whether non-traditional approaches
would better serve both the arts and culture organizations and the market.

F O CU S G R OU P PR OFI LE OF TH E B I LI N G UAL AN D
E N G L I S H D O M I N A N T L AT I N O A R T S A N D C U LT U R E C O N S U M E R

The six focus groups with Bilingual/English dominant Latino arts and culture consumers indicated that
they are more like general arts and culture consumers than they are different. They are older, more affluent, B I L I N G U A L L AT I N O
and have more education. However, they are not monolithic; they consist of four sub-markets: families with AR TS C ON S U M E R S
children, adults by themselves, older/retirees, younger singles. As with the general arts consumers, special
interests (e.g. jazz music) can cross over many of these sub-markets.
However, Latino arts and culture consumers are unique in several important ways. The feelings expressed G E N E RAL AR TS
in the groups indicate that many demand recognition of their culture, or they will limit or withhold their atten- CONSU M E RS
dance. The younger consumers are more intent on exposing themselves and especially their children to arts
and culture. Many are determined to cut through the ethnic bias often perceived in the arts and cultural world.
They want to see images that say “we are visible, we have hard earned money to spend.” Importantly, they
will try something new in response to promotions that help them see value for their dollar.
 P_05

A NEW FRAMEWORK
FOR ARTS MARKETING
TO LATINOS
N EW TH I N KI NG
A S A R E S U LT O F
TH IS R ESEARCH,
I T M AY B E R E L E VA N T LEAR N E RS
TO R E DE FI N E TH E These un-acculturated Latinos need source information
L AT I N O M A R K E T,
R E L AT I V E T O A R T S
about products and services new to their lives.
A N D C U LT U R E T H E Y A R E F L E D G L I N G C U LT U R A L C O N S U M E R S S E E K I N G A F F O R D A B L E O P P O R T U N I T I E S . T H E Y A R E
M A R K E T I N G , A LO N G M O ST L I K E LY F O R E I G N B O R N A N D S PA N I S H D O M I N A N T B U T M AY A LS O H AV E S I G N I F I C A N T M I D D L E
T H E F O L LOW I N G I N C O M E S E G M E N T S . ( A LT H O U G H N OT S U R V E Y E D , T H E R E I S A LS O A G R OW I N G S E G M E N T O F T H E
LI N ES: S PA N I S H D O M I N A N T M A R K E T T H AT I S S O P H I ST I C AT E D A N D A F F LU E N T. )

ST R A D D L E R S
OLD THINKING Transitional bilinguals are cultural experimenters in the process of re-defining
themselves and identifying cultural forms with which they want a relationship.
T H E Y A R E F U L LY B I L I N G U A L A N D I N C LU D E E N G L I S H L E A R N E R S A N D F O R E I G N B O R N , M I D D L E
S PA N I S H
I N C O M E A N D A B OV E W I T H G R OW I N G FA M I LY B U D G E T S . T H E Y S E E K A N D M AY B E R E S P O N S I V E
DOMINANT 35%* T O N E W P U R C H A S I N G O P T I O N S . T H E Y A R E “ ST R A D D L E R S ” . . . C O N S U M E R S H AV I N G O N E F O OT I N
T H E I R O L D C U LT U R A L T R A D I T I O N S A N D T H E OT H E R I N T H E N E W . . . A N D R E A DY T O M A K E A J U M P.

TR E N D S ETTE R S

B I LI N G UAL 39%* These Latinos are English dominant who seek distinctiveness and are responsive
to advertising that recognizes their cultural values and personal goals.
ENGLISH
I A M L AT I N O ! T H E S E C O N S U M E R S A R E N O R M A L LY D E F I N E D B Y U . S . N AT I V I T Y, H I G H E R I N C O M E S ,
DOMINANT 26%* D I S P O S A B L E I N C O M E A N D E D U C AT I O N AT TA I N M E N T, B U T I N OT H E R WAY S T H E Y A R E A M O N G T H E
H A R D E ST T O P R O F I L E . AT O N E A N D T H E S A M E T I M E , T H E Y A R E F U L LY I N V O LV E D I N C O N T E M P O R A R Y
A M E R I C A N C U LT U R E Y E T R E TA I N A F F E CT I O N F O R T H E C U LT U R E O F T H E I R E T H N I C R O OT S A S
E X P R E S S E D I N M O D E R N F O R M S . F O R T H E M , P R I D E I N C U LT U R E I S F O C U S E D O N L AT I N O C U LT U R -
A L T R E N D S , ST Y L E S A N D I C O N S O F T O D AY I N A M E R I C A . H O N O R I N G T H I S P R I D E A N D T H E I C O N S
O F T H I S P R I D E I S TA K E N A S R E S P E CT. A N D B E C A U S E T R E N D S E T T E R S M AY E X E R T A ST R O N G
“ P U L L I N G ” I N F LU E N C E O N “ ST R A D D L E R S ” T H E I R I C O N I C VA LU E I N M A R K E T I N G I S P OT E N T.

* P R O P O R T I O N O F S U R V E Y R E S P O N D E N T S W H I C H I S P R OJ E CTA B L E T O A L L 1 8 + L AT I N O S
W I T H L A N D L I N E T E L E P H O N E S I N G R E AT E R P H O E N I X .

F O C U S G R O U P P R O F I L E O F T H E S PA N I S H D O M I N A N T A R T S A N D C U LT U R E C O N S U M E R

The one focus group with Spanish dominant arts and culture consumers verified indications from the 2007
S PA N I S H D O M I N A N T
Baseline Latino Survey that they are a separate and unique market. Participants in this group rarely attend
AR TS C ON S U M E R S
cultural events or museums if the programs are not in Spanish or if the programs carry high ticket prices.
They tend to be insular and prefer the company of other Spanish speakers. They tend to be neighborhood
oriented for events, and they become aware of event choices through word of mouth, Spanish flyers and
Spanish media advertising.
In addition to language, affordability also controls their choices of what cultural events to attend.
They are highly reactive to discounts and other kinds of promotion. G E N E RAL AR TS
CONSU M E RS
As would be expected, these Latinos are wary of the attitudes of some who assume that all Spanish
speakers are “illegal.”
 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

W H AT D O

LATINOS CURRENTLY ENJOY?

The survey asked Latinos whether and how often they or members of their immediate family
had attended each of 22 cultural/entertainment events during the past 12 months. This question
structure more accurately reflects household activity than do questions that only ask about the
activities of one adult. The attendance percentages of Learners (Spanish dominant), Straddlers
(Bilingual) and Trend Setters (English dominant) shows the effects of acculturation. This analysis
reveals the following overall patterns.

O B S E R VAT I O N 1 O B S E R VAT I O N 5

Latinos are active cultural consumers with In all but three activity categories,
20 to over 60 percent of families active participation rises significantly with
in 15 of the 22 categories. The major bilingual and English proficiency, which
influences on attendance are language, may also reflect economic and age factors.
cost, awareness and available time. However, where language and expense are
not major concerns, Learners attend at
O B S E R VAT I O N 2 about similar rates as Straddlers and Trend
All Latinos have a strong proclivity toward Setters, e.g. zoos and amusement parks
FINDINGS:
outdoor activities. Two outdoor categories (57%, 58%, 60%), Latino music concerts
are the most widely attended: zoos and (30%, 36%, 25%), and Latino Folkloric
botanical gardens (58%); amusement events (40%, 45%, 40%).
parks, state fairs and carnivals (61%). 2 0% T O OV E R
60% O F FA M I L I E S
O B S E R VAT I O N 6
A R E A CT I V E I N
O B S E R VAT I O N 3 The majority of Latino families (64%) 15 OF TH E 22

Within the arts and culture category, have children living at home, and among C AT E G O R I E S

41 percent of family members attended these 34 percent report children involved

museums, and 22 percent visited art in arts education activities, mostly graphic INFLUENTIAL
exhibitions or galleries. Attendance at arts, music or dance. FA C TO R S :

plays, opera, symphony, pops events and

LAN G UAG E
dance are lower, in the 10 to 15 percent O B S E R VAT I O N 7
range. Learner attendance for these events Not shown in the table is attendance
C O ST
is quite low because of cost/language relative to a family’s income level.
problems but more than doubles for The research shows some skew of higher
Straddlers and Trend Setters. AWA R E N E S S
attendance among the most affluent
Latinos, but in the middle and lower
income categories, attendance patterns AVA I L A B L E T I M E
O B S E R VAT I O N 4

School related arts and culture are more uniform between categories.
events (43%) and church based music
performances (29%) touch many
Latinos. Both are family related and
are generally low cost.
 P_07

ARTS AND CULTURE

EVENT ATTENDANCE
by LATINOS

% O F FA M I L I E S W I T H A N Y M E M B E R
AT T E N D I N G I N PA ST 1 2 M O N T H S
LEAR N E R S TR E N D SETTE RS
( S PA N I S H STRAD D LE R S (ENGLISH
ALL DOM I NANT) (B I LI N G UAL) DOM I NANT

1 Amusement park, state fair or carnival 61% 54% 63% 69%

2 Zoo or botanical garden 58 57 58 60

3 College or professional sports event 47 35 49 59

4 Child’s school play, dance performance or art show 43 36 45 51

5 Latino Folkloric event or festival such as Cinco de Mayo 42 40 45 40

6 History, science, children’s or other type of museum 41 27 45 53

7 Neighborhood festival or arts and craft fair 32 24 36 36

8 Out-of-school child’s play, dance performance or art show 32 19 38 41

9 Ranchero, norteño or mariachi concert or club performance 31 30 36 25

10 Church-based music performance separate from a regular service 29 22 34 30

11 Auto or specialty car show 26 17 32 31

12 Big name Latino music performance 25 16 34 22

13 Folk or ethnic music event or festival 23 13 29 25

14 Rock or hip-hop concert or club performance 22 8 26 33

15 Painting, sculpture, photographic or other fine art exhibit or gallery 22 11 28 27

16 Folk or ethnic dance performance 18 7 23 24

17 Dramatic play 14 7 17 21

18 Jazz or blues concert or club performance 14 7 17 19

19 Ballet or modern dance performance 13 7 17 15

20 Holiday pops concert 11 4 17 11

21 Opera, symphony or other classical music event 11 6 14 11

22 Performance of a Broadway play 11 4 16 13

 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

H OW D O

LATINOS DECIDE WHAT TO ATTEND?

I N T E R E ST I S T WO TI M E S ACTUAL AT TE N DAN CE

Obviously, the key to the attendance decision is interest in what the arts and culture organizations
are presenting. One can see the potential of the Latino market by comparing the interest levels
in various arts and culture activities with the attendance levels cited on the previous page. For each
category shown below, interest is substantially greater than attendance, more than double for many
categories. This untapped interest represents great visitor and audience potential for arts and
culture organizations.

G R E AT 45% SOM E 45% (SUM) 90%

AT T E N D I N G Z O O S ,
B OTA N I C A L G A R D E N S
OR SCIE NCE MUSE U MS
41-58%

G R E AT 39% SOM E 44% (SU M) 83%

VISITING ART OR
H I ST O R Y M U S E U M S
22-41%

G R E AT 36% SOM E 49% (SU M) 85%

AT T E N D I N G
L AT I N F E ST I VA LS
O R C R A F T FA I R S
23-41%

G R E AT 35% SOM E 50% (SU M) 85%

AT T E N D I N G L AT I N
M U S I C OR DAN CE
PE R FOR MANCES
25-31%

G R E AT 28% SOM E 49% (SU M) 77%

AT T E N D I N G N O N - L AT I N
M U S I C OR DAN CE
PE R FOR MANCES 13-29%

AT T E N D I N G C L A S S I C A L
AR TS PE R F OR MAN CE S G R E AT 28% SOM E 49% (SU M) 77%
S U C H A S SY M P H O N I E S ,
M ODE R N OR BALLET
DAN CE, OPE RA OR 13-29%
P L AY S / L I V E T H E AT E R

L E V E L O F I N T E R E ST A CT U A L AT T E N D A N C E
 P_09

DECISION FACTORS
“I LIKE TO FIND THINGS TO PIGGYBACK
ON WHAT THE KIDS ARE LEARNING IN SCHOOL.”

9
— F O C U S G R O U P PA R T I C I PA N T

FA CT O R 1

The word “casual” was often used during focus groups to describe an inviting atmosphere;
anything that implies “not casual” was off-putting.

OUT OF

10
FA CT O R 2

Great sensitivity is expressed about situations that are welcoming and comfortable for the largest
Latino sub-market, families with children, such as open air events in parks or special times for
children. On the other hand, the other Latino sub-markets are similar to the general market in
their desires to attend theater, indoor concerts, dance, etc.
S AY L AT I N O
FA CT O R 3
C U LT U R E /
Since cost is significant to most but not all Latinos, discounts and special offers are E N T E R TA I N M E N T
very attractive, almost mandatory, to get trial. For example, in the focus groups there I S I M P O R TA N T

was good reaction to promotional ideas such as involving cross event couponing from TO TH E M

a museum to the zoo.

8
FA CT O R 4

It is often said that most Latino families go to arts and culture events, “with the whole family,”
a view that may discourage some organizations from pursuing ticket sales to people who want
to bring the children. In fact, it appears, especially among Latino arts and culture event
consumers, that about half are not inclined to go to such events with the family. As a socially
correct value, close to 60 percent think going with the entire family is the right thing to do, but
when asked to parse out a $300 windfall on cultural or entertainment events, only 41 percent OUT OF

10
allocate the money to “entire family” activities. Bilingual Latinos, empty nesters and Latino
adults over the age of 50 are more likely to treat themselves rather than the whole family.

FA CT O R 5

On the other hand, with half definitely inclined to include the entire family, opportunity exists
for some organizations to promote “family friendly” and “family affordable” events. S AY T H E S A M E
A B O U T N O N - L AT I N O
FA CT O R 6 C U LT U R E /
E N T E R TA I N M E N T
Nine of ten say “Latino culture/entertainment” is important to them and eight of ten say
the same about non-Latino culture and entertainment.

D E C I S I O N P R O C E S S I S V E R Y S P O N TA N E O U S

In four of ten households, the decision to go to an arts or culture event is a family

JOI NT DECISION decision, in a third of cases it is a joint spousal decision. It became very clear in
W O M E N L AY O U T
T H E A LT E R N AT I V E S
WITH H USBAN DS the focus groups that women are the primary decision makers (similar to the
& KIDS general market). The decision to attend happens just days before events or even
the same day. The woman will lay out the alternatives, and a joint decision with
husband/children will follow.
 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

ANNUAL SPENDING
PROJECTIONS

VISITI NG ZOOS,
L AT I N O M U S I C O R
B OTA N I C A L G A R D E N S ,
DAN CE PE R F OR MAN CE S
SCI E NCE M USE U MS

AN N UAL D OLLAR S S PE N T 25.5 million 23.8 million T OTA L A R T S A N D

C U LT U R E S P E N D I N G
AV G E X P E N D I T U R E P E R Y E A R ( 2 ) $142 $183 $118.1 million
E ST H O U S E H O L D S AT T E N D I N G ( 1 ) 179,490 130,275

CLASS I CAL AR TS
PE R FOR MANCES
L AT I N O F E ST I VA LS SY M P H O N I E S , M O D E R N O R
O N AV E R A G E , L AT I N O S
O R C R A F T FA I R S BALLET DAN CE, OPE RA AN D
R E P O R T OV E R A L L P E R
P L AY S O R L I V E T H E AT E R
C AT E G O R Y E X P E N D I T U R E S
AN N UAL D OLLAR S S PE N T 21.7 million 16.7 million OF B ETW E E N

AV G E X P E N D I T U R E P E R Y E A R ( 2 ) $163 $206 $110 & $206

E ST H O U S E H O L D S AT T E N D I N G ( 1 ) 133,170 81,060

N O N - L AT I N M U S I C O R VISITING ART OR
DAN CE PE R F OR MAN CE S H I ST O R Y M U S E U M S

AN N UAL D OLLAR S S PE N T 16.1 million 14.3 million

AV G E X P E N D I T U R E P E R Y E A R ( 2 ) $154 $110
E ST H O U S E H O L D S AT T E N D I N G ( 1 ) 104,200 130,275

SU MMARY Knowing what families

Latino consumers were asked how many dollars they spent attending each of six arts and culture are spending on these
categories ranging from classical arts performances to Latino festivals to zoos and botanical types of events and
having U.S. Census
gardens. It should be remembered that from the consumer standpoint, the family costs of estimate of 289,500
attending an arts and culture exhibition or event may include more than the cost of admission Latino households in
alone – parking, meals and beverages before or after the event or purchased at the event, items Greater Phoenix, it is
bought at venue stores, and so on. On average, Latinos report overall per category annual projected that Latino
consumers spend an
expenditures of between $110 and $206. Remembering that those who attend such events do estimated $118.1
so several times a year on average and do so with multiple members of the household, they million annually on
appear remarkably frugal in controlling their entertainment budgets. arts and culture.

( 1 ) C L A R I TA S , 2 0 07 E ST I M AT E ; ( 2 ) B R C H I S PA N I C M A R K E T S U R V E Y – M E A N H O U S E H O L D A N N U A L E X P E N D I T U R E
 P_11

H OW M U C H D O

LATINOS CURRENTLY SPEND

ON ARTS AND CULTURE?

C OR E AT T E N DE R S

One of the most telling survey questions asked Latinos to describe financially how they attend cultural
or entertainment events in the course of a year.

The majority (59% of Latino households) put themselves in the category of finding free or inexpensive
things to do, a tendency that rises within the lowest income and acculturation groups but is not exclusive
to them.
FIG. 1
The unique value in this question is in helping to more clearly define the other 41 percent of Latino
households which fall into two categories: 14 percent of Latino households commit resources to go to
what they self define as “big” events, such as concerts, which they perceive as having high admission THERE ARE
costs; 27 percent of Latino households save up for one or two “big” events during the year but in CULTURAL AND
between go to smaller events. Together, these two categories of Latinos are the CORE ATTENDERS, ENTERTAINMENT
the key promotional targets for arts and culture organizations. EVENTS WE
WOULD LIKE
I NC OM E NOT A D R IV E R
TO GO TO BUT
THEY ARE JUST
Family income is not a strong correlate of either Latino consumer interest in arts and culture opportunities
TOO EXPENSIVE
nor is it a predictor of participation. Other factors such as age, family size, nativity or language skills are
TO TAKE THE
more likely to define participation in specific kinds of events. This is because many Latinos (27%) “save
WHOLE FAMILY.
up” for big ticket events they wish to attend. Consequently many middle income families are more
— S U R V E Y Q U E ST I O N
participatory than might otherwise have been thought; they may be a pool for ticket sales development.

This “save up for events” behavior (coupled with the well known “credit adverse” or “cash mentality” 83%
tendency of Latinos, particularly those over 40) suggests that arts and culture organizations may
better serve both themselves and the market by evaluating whether there are ways to help these “save 60%
up” Latinos to fulfill their interest through ticket acquisition methods that are more friendly to their way
of thinking.
23%
17%
A F F OR DAB I LIT Y P E RC E P TION

Such strategy could be strengthened by increasing awareness that these arts and culture opportunities
ST R O N G LY A G R E E

AG R E E

(N ET AG R E E)

( N E T D O N OT A G R E E )

are more affordable than most Latinos assume. As of the time of this survey, eight of ten assume that
most arts and culture events of interest to them are out of reach price wise. F I G . 1

The focus groups echoed this Latino assumption that the prices of attending arts and culture
organizations and events are out of reach even though many spend much more on ball games and other
recreation. Thus, price may be a perceived rather than actual barrier. Indeed, many in the groups report
that they are comfortable spending $35 to $55 per ticket for events that appeal to them.
 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

H OW D O

LATINOS REACT TO THE MARKETING BY

ARTS AND CULTURE ORGANIZATIONS?

C ONT E NT

The focus groups were very clear that Latinos largely do not feel that arts and culture organizations market
to them. This was the case whether the focus group members were Learners, Straddlers or Trendsetters.

As a result, there is an underlying attitude that arts and culture organizations do not value Latinos as
customers. So, they turn their back on this perceived indifference. They believe that arts and culture
organizations see Latinos as a monolithic “Mexican” market rather than as upwardly mobile, in touch,
modern consumers who have lots of choices and who reflect the cultures of many Latin countries in
addition to Mexico.

“YOU NEED TO SEE IMAGES OF US IN THE ADS

THAT MAKE YOU FEEL COMFORTABLE.”
— F O C U S G R O U P PA R T I C I PA N T

The major reason for this attitude is that Latinos do not “see” local arts marketing because arts
advertising does not show them or their culture prominently. As a result, arts advertising is invisible
to them even though it appears in media they routinely use. The words and images are not culturally
relevant to their self-view.

Compounding this perception is the belief among many Latinos that current arts advertising is directed
more to the experienced/traditional customer rather than to the newcomer customer like them. This belief
is aggravated by the fact that the “free” times at many institutions are during the week and so are
unavailable to working parents.

Overall, all the focus groups were positive about the arts and culture advertising and brochures offered
for discussion. The groups were especially enthusiastic about the website, ShowUp.com. However,
nearly all participants were unaware of the advertising either because it did not reach them, or they did
not see the advertising as interested in Latinos as consumers.

LEAR N E RS ST R A D D L E R S TR E N D S ETTE R S

L AT I N O S L A R G E LY D O N OT F E E L T H AT A S A R E S U LT, A R T S A D V E R T I S I N G I S
A R T S A N D C U LT U R E O R G A N I Z AT I O N S I N V I S I B LE TO TH E M E V E N TH OU G H I T
MAR K ET TO TH E M. A P P E A R S I N M E D I A T H E Y R O U T I N E LY U S E .
 P_13

THE
MEDIA MIX
17%
N E W S PA P E R 11%
P O ST E R / B I L L B O A R D
18%
RADIO

11%
MAGAZ I N E

TE LE V I S I ON AN N OU N CE M E N TS,
W E B S I T E S , R A D I O A N D N E W S PA P E R S
AR E TH E DOM I NANT SOU RCES R E LI E D
U P O N B Y L AT I N O S F O R A R T S A N D

21% 24% C U LT U R E I N F O R M AT I O N .

TE LEVISION
WE B SITES

11%
MAI L BROCH U R E

M E DIA

The survey reported that web sites compete for first place among the more frequent event attenders.
Over half (54%) of Latino consumer households have access to the Internet and use it an average of As would be expected,
2-3 hours per day. The focus groups confirmed the growing importance of the web as a Latino marketing
people seek event
information in their
tool. About 60 percent of the group participants were regular Internet users for information about activities
native language.
and many others have family members who serve that role. Group members who are the most active arts
and culture Internet users rely on Google or azcentral.com for event searches. However, despite their
Internet familiarity, there was no mention of the web sites of the individual arts and culture organizations. Bilinguals are
comfortable in either
Three of ten report receiving mail announcements for arts and culture events. Latino consumers,
Spanish or English.
both in these studies and in others, are more open to and likely to read general promotions received
via flyers and through mail… a finding especially important for arts and culture organizations interested
in developing strong consumer traffic and loyalty from geographic areas in the region of their venue. People who buy
tickets to “big” (more
Although Spanish language television is used by seven of ten Latinos, only 38 percent describe expensive) events,
themselves as “regular viewers” of Spanish TV. Regular viewership of Spanish language TV correlates however, definitely
with attendance at ranchero, norteño or mariachi concerts. lean towards English.

Radio music preferences are very diverse, especially when viewed with regard to consumer language
skills. Twelve music categories ranging from gospel to country and western to Latin salsa/merengue are
enjoyed by 10 percent or more of Latinos. Mariachi/Frontera/Norteño music has a wide audience
but listenership evaporates among English dominant Latinos.
 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

R E C O M M E N D AT I O N S :
W H AT C A N A R T S A N D C U LT U R E O R G A N I Z AT I O N S I N G R E AT E R P H O E N I X D O

TO ATTRACT MORE LATINO VISITORS?

The findings of the Baseline Latino Market Survey provide the basis for estimating the current annual
spending by Latinos on arts and culture at $118 million in 2007/2008. Based on the follow-up focus
groups, it is estimated that their spending could grow significantly if marketing were made more relevant
for Latinos.

While there may have been a theory prior to the research that arts and culture organizations need
to develop more Latino oriented product in order to better attract Latinos, the research indicated that
the challenge lies mainly in the outreach efforts (advertising and promotion) and at the operational
level (pricing, availability and welcoming atmosphere).

“VERY OFTEN YOU DON’T HEAR ABOUT

THINGS YOU WOULD HAVE ENJOYED.“
— F O C U S G R O U P PA R T I C I PA N T

It does not appear that a major Spanish language marketing investment is needed to run in parallel with
the basic marketing investment. Rather, current marketing should be adjusted to appeal to and reach the
bilingual Latino market which is the audience expansion opportunity.

T H E F O L LOW I N G ST R AT E G I E S A R E
S U G G E ST E D B A S E D O N T H E R E S E A R C H .

1 Make advertising more visible and informative for Latinos.

In addition to normal exhibition/event information, reformat advertising so that:
(a) Latinos are able to recognize themselves in the advertising of arts and culture organizations.
Advertising should show both Latinos and non-Latinos enjoying the attraction in a casual, relaxed
manner. Many assume that arts and culture events are formal affairs and are encouraged when
made aware that casual attire is common and acceptable.
(b) Latinos are depicted as upwardly mobile, sophisticated visitors.
(c) The value in terms of fun, making family memories and cultural satisfaction is communicated.
The concept of “Making Memories” appears to be uniquely powerful among Latino arts consumers who
wish to expose their children to arts and culture and the phrase may have significant marketing value.
(d) Latinos receive clear information: when, where, how much, how to order, parking, etc.

2 Develop marketing strategies to counteract the fear of the unfamiliar.

The research shows that Latinos seek ways to learn more about events and attractions before investing
in them. Use the Internet, advertising, PR and promotional tools to provide this critical assurance.
 P_15

pOTENTIAL LATINO
ARTS AND CULTURE
ATTENDANCE

T O D AY ’ S L AT I N O AT T E N D A N C E

AT T E N D A N C E P OT E N T I A L

R E S E A R C H S U G G E ST S T H AT B Y
E M P LOY I N G T H E 5 F O L LOW I N G
ST R AT E G I E S , L AT I N O AT T E N D A N C E
AT A R T S A N D C U LT U R E E V E N T S
C OU LD I N CR EAS E.

FIG. 1

B A S E L I N E L AT I N O M A R K E T S U R V E Y
2 0 07 / 2 0 0 8

3 Employ media and promotional targeting strategies to reach Latinos in their homes
and where they shop with mediums that they routinely use.
Neighborhood flyers, event marketing and cross sales tactics are well received by Latinos but are
under-utilized by arts and culture organizations. The research indicates that most existing promotional
ideas will work as well with Latino as with non-Latino arts and culture consumers, but Latinos have
to be made aware of them.

4 Use advertising, PR and promotion to combat the unwarranted Latino perception

that the admission costs of arts and culture organizations are out of reach.

5 To increase Latino family attendance, make free or reduced cost family

activities available on weekends.
Advertising and promoting these activities will draw larger audiences, especially Latinos. The research
shows that the weekend is the only practical time for Latino families to visit arts and culture attractions
and events. For example, a monthly free Saturday, metropolitan wide, promoted by all arts and culture
organizations would have a great impact on the Latino community.
 LATINO ARTS AND CULTURE PARTICIPATION IN THE GREATER PHOENIX REGION 08 REPORT

BASELINE LATINO MARKET SURVEY FA L L 2 0 07

M ET H OD OLO GY

QUALI FI E D D ATA C O L L E CT I O N M A R G I N O F E R R O R AT
SAMPLE UN IVE RSE: R E S P ON DE N TS: SAM PLE SI Z E: M E T H O D O LO GY : 95% CON FI DE NCE LEVE L:

Maricopa County Self-defined 1,200 interviews Telephone +/-2.9%

Hispanics 18 or over interviewers

R E S P ON DE NT DE MO G RAP H ICS

C O L L E G E G R A D U AT E SOM E H IG H SCHOOL
MALE OR MOR E OR LESS

18%
GENDER 50% E D U C AT I O N A L
28%
AT TA I N M E N T
21%
50%
33%
SOM E
FE MALE H IG H SCHOOL
COLLEG E
G R A D U AT E

CH ILDR E N IN HOUSE HOLD

NON E 28% 4 YRS OR YOU NG E R 32% 5-13 YEARS 49% 14-17 YEARS 29%

S PA N I S H E NG LISH U.S. FOR E IG N

S U R V EY DOM I NANT B I LI N G UAL DOM I NANT BOR N BOR N

R E S P ON DE N T AG E Under 25 11% 8% 15% 8% 11% 11%

25 to 34 29 39 22 28 27 32

35 to 49 36 41 30 37 29 43

50 to 64 17 9 21 21 23 10

65 or over 7 3 12 6 10 4

100% 100% 100% 100% 100% 100%

MEDIAN 39.2 36.0 41.5 40.6 41.3 37.3

FA M I LY I N C O M E $24K or less 27% 37% 26% 18% 23% 33%

$24.1K to $36K 23 31 20 19 20 28

$36.1K to $48K 19 18 19 22 21 17

$48.1K or more 31 14 35 41 36 22

100% 100% 100% 100% 100% 100%

MEDIAN (in thousands) $36.1 $29.1 $38.8 $43.3 $40.1 $31.3

FOCUS GROUPS S P R I N G 2 0 0 8

C OM P OS IT ION O F TH E FO C U S G ROU P S

I N C LU D E D B I L I N G U A L O R E N G L I S H
D O M I N A N T L AT I N O S W H O AT T E N D

I N C LU D E D S PA N I S H D O M I N A N T L AT I N O S . FR E E AN D I N EX PE N S I V E E V E N TS.

T H E R E WA S N O Q U A L I F I C AT I O N A B O U T
T H E T Y P E O F AT T E N D A N C E .

G ROU P 6 (3/5/08)

6 participants
TH E FOCUS G ROU P 1 (2/12/08) AN D
GROUPS WERE G ROU P 2 (2/13/08)
ORGAN I Z E D ON
TH E BAS I S OF 13 participants
H OW T H E L AT I N O
PA R T I C I PA N T S
AT T E N D A R T S G ROU P 5 (3/4/08) AN D
A N D C U LT U R E G ROU P 7 (3/6/08)
E V E N TS I N TH E
COURSE OF 15 participants
A YEAR:
G ROU P 3 (2/26/08) AN D
G ROU P 4 (2/28/08)

12 participants

I N C LU D E D B I L I N G U A L O R E N G L I S H
D O M I N A N T L AT I N O S W H O G O T O “ B I G ”
(S E LF DE FI N E D AS M OR E EX PE N S I V E) I N C LU D E D B I L I N G U A L O R E N G L I S H
E V E N TS TH R OU G H OU T TH E YEAR. D O M I N A N T L AT I N O S W H O S AV E F O R
S E V E RAL “B I G” (S E LF DE FI N E D AS
M O R E E X P E N S I V E ) E V E N T S B U T A LS O
AT T E N D S M A L L E R E V E N T S .

S TR U CT U R E OF T H E FO C U S G ROU P S

G ROUPS 1-6 F I R ST, D I S C U S S I O N S A B O U T C U R R E N T AT T E N D A N C E PAT T E R N S ,

I N F O R M AT I O N A C C E S S E D A B O U T A R T S A N D C U LT U R A L E V E N T S
AN D TH E DECISION PROCESS.
T H E F I R ST S I X F O C U S G R O U P S
H A D A T H R E E PA R T ST R U CT U R E : S E C O N D , D I S C U S S I O N S A B O U T F O U R K E Y B A R R I E R S T O AT T E N D A N C E
W H I C H E M E R G E D F R O M T H E 2 0 07 B A S E L I N E H I S PA N I C M A R K E T S U R V E Y.
T H E S E D I S C U S S I O N S F E AT U R E D P R O M OT I O N A L I D E A S F O R H E L P I N G T O
OV E R C O M E E A C H O F T H E B A R R I E R S . S O M E O F T H E I D E A S A R E A L R E A DY
GROUP 7 I N PLACE BY M U S E U M AN D PE R F OR MAN CE V E N U E S OR C OU LD B E MADE
PA R T O F T H E I R O P E R AT I O N S .
T H E S E V E N T H G R O U P WA S A N U N ST R U CT U R E D
T H I R D , D I S C U S S I O N S A B O U T C U R R E N T A R T S A N D C U LT U R E
S U M M A R Y D I S C U S S I O N W H I C H E X P LO R E D A N D
A D V E R T I S I N G , S E A S O N A L B R O C H U R E S A N D U S E O F T H E I N T E R N E T.
AU G M E N TE D TH E FI N DI N G S OF TH E PR E CE D-
ING SIX G ROUPS.
W W W. M PA C A R T S . O R G

M A R I C O PA PA R T N E R S H I P F O R A R T S A N D C U LT U R E

T E L 6 0 2 - 2 24 - 8 4 0 0 FA C S I M I L E 6 0 2 - 2 24 - 8 4 0 1

2 3 9 0 E . C A M E L B A C K R D . ST E 2 0 4

PHOE N IX, AZ 85016