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Penn State’s Center for the Performing Arts has been a staple of the university and surrounding community since its official founding in 1985. Each season, CPA presentations include a wide range of performing arts genres with a focus on touring Broadway, classics, jazz, chamber music, dance, theatre, world music, and family presentations that engage the students, faculty, staff, and residents of central Pennsylvania. According to their impact report, the Center for the Performing Arts attempts to schedule performances that are of the highest caliber, offer a diverse balance of artistic voices, incorporate both the familiar and the challenging, integrate in a meaningful way with the academic community, and provide cultural enrichment for the central Pennsylvania.
Throughout the course of the semester, INART 005 students have been exposed to a variety of the performances that the Center for the Performing Arts has to offer. These performances have ranged from musical theatre and ballet to classical music and modern jazz. Students have had (or will have) the opportunity to choose five performances that they wish to attend and learn about. The people responsible for planning a season at the Center for the Performing Arts are faced with even greater options as they plan each new season. The factors that they must consider include audience demographics, venue, educational value, entertainment value, and variety.
Audience Demographics:
When planning a performing arts season, it’s important to take into account the demographics of a performing arts institution’s potential audience. In other words: how many people are in the community, and what is their likelihood of being an audience member? According to 2010 census data, Centre County, Pennsylvania has a population of 153,990 permanent residents. Of these residents, 92.2% have a high school diploma and 38.4% have an bachelor’s degree or higher. According to the Center for the Performing Arts 2006-2011 Impact report (available on the CPA website) the CPA has sold or distributed, on average, 43,133 tickets per season to non-students. At the same time, they have sold an average of 10,019 student tickets per season. The impact report also mentions that student attendance has grown from 25% to 33% of the total audience in the last five years. Examining these statistics and trends makes it clear that the Center for the Performing Arts relies heavily on both the student population and other members of the community to make up their audience. Moving forward, what kind of audience should the Center for the Performing Arts be attempting to appeal to most? Can a reasonable balance be struck?
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