Honors Program Thesis (UNI Access Only)
This study serves to explore the motivations and values that consumers take into account when choosing to attend performing arts events. Specifically, this study aims to identify the patron motivations of regular attendees of the Gallagher Bluedorn Performing Arts Center (GBPAC) in Cedar Falls, Iowa. The GBPAC currently boasts a strong marketing focus and provides many offerings to reach a diverse customer base. This paper is a summary of findings from a replication of a study previously conducted by researchers Eric Kolhede and J. Tomas Gomez-Arias in 2017. Using the same survey as the original study, 1,369 responses were collected and analyzed. This data will be presented to the Gallagher Bluedorn Performing Arts Center in an effort to increase understanding of their patrons. Additionally, marketing recommendations to enhance the patron experience based off the survey’s findings will be presented to the venue.
Year of Submission
School of Kinesiology, Allied Health, and Human Services
University Honors Designation
A thesis submitted in partial fulfillment of the requirements for the designation University Honors
1 PDF file (28 pages)
©2018 Anna Baughman
Baughman, Anna, "Determining arts consumers' motivations: Marketing to patrons of the Gallagher Bluedorn Performing Arts Center" (2018). Honors Program Theses. 310.