Cool Customers

Cincinnati companies have supported the arts for generations because it is good for the community.

But there is another reason to invest: the people who engage with the arts are attractive consumers.

An Audience Intelligence Study created by Game Day using Nielsen MRI-Simmons consumer data for Greater Cincinnati examined the demographics, lifestyles, media habits and purchasing behaviors of local arts patrons and philanthropists.

The takeaway for marketers is compelling. Arts audiences include affluent, educated and active consumers who dine out, travel, invest, buy cars, consume media, volunteer and give.

They Have Spending Power

Among the arts patrons studied, 33% have household incomes of $150,000 to $249,999 and another 18% have incomes of $250,000 or more.

The concentration is even greater among arts philanthropists: 33% are in the $150,000 to $249,999 range and 26% are at $250,000 or more.

Affluent arts audiences

But income is only part of the story. How this audience spends its money is where the business case gets interesting.

They Dine, Travel and Participate

Arts patrons are about twice as likely as the Cincinnati market average to be upscale restaurant consumers. Arts philanthropists index at 329, or more than three times the market average.

Arts philanthropists are also more than twice as likely to be vacation big spenders, charitable donors and volunteers. 

That makes arts sponsorship relevant to far more than cultural organizations. Restaurants, hospitality brands, travel companies, consumer products and retailers all have a reason to pay attention.

Think about a night at a performance or cultural event. The economic transaction doesn't necessarily begin and end with a ticket. There may be dinner, drinks, transportation, parking, shopping and entertainment. The arts can be a catalyst for consumer spending across Cincinnati.

They Buy and Invest

The audience is also attractive to higher-consideration categories.

Arts patrons significantly over-index among consumers planning higher-priced vehicle purchases. 

The research also identifies affinities with premium automotive brands.

Financial services may offer an even stronger sponsorship case. Arts philanthropists index at 235 for financial planners, 283 for estate-planning services and 415 for stockbrokers.

An attractive audience for financial services. For banks, wealth managers, insurance companies, law firms and financial advisers, the arts offer access to consumers they already spend significant marketing dollars trying to reach.

They’re Younger Than You Might Think

The stereotype of the arts patron as primarily older doesn't match the audience studied.

Millennials ages 30 to 44 represent 37.7% of arts patrons, the largest generation in the profile. Gen Z adults account for another 22.8%. Together, the two generations represent more than 60% of patrons studied. 

That's important for companies trying to reach their next generation of customers, employees and community leaders.

Stop Buying Logos. Start Building Experiences.

Perhaps the biggest opportunity is to rethink what an arts sponsorship actually is.

The traditional model has been: Company investment → logo + tickets + hospitality

The new model should be: Audience intelligence → brand alignment → experience → content → engagement → measurable results

An automotive company could create a VIP transportation experience. 

A financial institution could sponsor conversations about collecting, philanthropy and legacy. 

A restaurant could build dinners around performances. 

A technology company could create immersive experiences. 

A real estate company could connect architecture, design and neighborhoods.

The best sponsorship doesn't interrupt the arts experience. It makes it better.

Purpose + Profit

There is still a powerful civic reason for companies to support Cincinnati's arts.

Arts investment introduces children to creativity, supports artists, strengthens neighborhoods, attracts visitors and makes Cincinnati a more appealing place for talented people and companies.

But purpose and profit don't have to compete.

Cincinnati's arts audience is dining. Traveling. Investing. Buying. Volunteering. Giving. Raising families. And participating in the community.

So perhaps the next sponsorship conversation shouldn't begin with: “Will your company support the arts?”

It should begin with: “Would your company like to build a relationship with some of Cincinnati’s most valuable consumers?”

Supporting the arts is good for Cincinnati. The data suggests it can also be very good for business.

– Jackie Reau