An inquiry into audience attendance patterns: A study of George Mason University students

This thesis examines audience attendance patterns of 379 George Mason University (GMU) students. Chapter one profiles the arts marketing field, and gives the background of GMU and its Institute of the Arts. Chapter two presents the survey conducted, and the methodology used. Results of the study found that certain groups, (i.e, non-Arts and Sciences students, upperclassmen, and those who live off campus), attended less frequently, and were less aware of free ticket benefits. Nursing, Business and SITES students had a more positive response toward the importance of the arts than could have been anticipated from attendance rates. Chapter three traces the evolution of arts marketing literature in Subscribe Now!, Marketing the Arts and Waiting in the Wings. In the final chapter, the strengths and weaknesses of the Institute's marketing efforts are identified. The survey indicates that certain groups of students may benefit from further marketing attention.