Impact, trends and challenges of European opera & ballet houses

Participating in this European survey on the impact of opera and ballet programming offers theaters invaluable insights into audience preferences and engagement levels across diverse European regions. Understanding the emotional, intellectual, and social impact of productions enhances theaters' capacity to connect with their communities effectively. Benchmarking against peers facilitates cross-country learning, identifies industry trends, and addresses common challenges. Ultimately, active involvement in such surveys fosters continuous improvement, ensuring the ongoing relevance and success of European theater for opera and ballet.

Below are three reasons to accept Opera Ballet Vlaanderen's invitation to the Impact study:

1. Give opera / ballet houses or theatres across Europe insight in the behavior and expectations of their audience by an individual report with the results. What chord do you strike with your various target audiences: an emotional, intellectual, social or creative one? This survey gives you tools and arguments to steer your future marketing plans towards those various audiences.

2. Get a clear view on the position of your institution in society. You get insight at a European level in trends and challenges for opera houses, based on a comparative analysis by the researchers of the University Antwerp.

3. Benchmarking, cross country learning and insights in the impact of the Opera houses across Europe. Each type of programme has a different effect on audiences. Do you want to attract new audiences? This survey gives you insight into whether you need to contextualise your programme more emotionally, intellectually, socially or creatively. And you can also learn from the results from other participating houses.
   

Pragmatic and easily accessible research approach

— An easy to deploy study
— Low investment by the participating house
— Low time consumption of staff
— Survey Method: online, intelligent survey system (dynamic), several translations foreseen

All relevant topics are included in the survey

— Customer Experience, impact on visitors, Infrastructure, Services, Willingness to pay, Audience Profile, NPS, …
— Inclusivity, Accessibility, Cultural Connection & Integration, Tourism, …
— Beside a traditional questionnaire, we will also include questions that are related to a unique impact model that wants to capture the emotional impact of opera houses on their audiences.

European approach: standardized yet personalized

— Supported, guided and monitored by University of Antwerp, Sento and Opera Europa
— add questions relevant for your institution

Resulting in specific and deployable results

— Individual detailed report + access to dashboard
— Benchmarking (at a European level)
— A report with European insights

— the survey is set up and analyzed by experts. You follow the survey via a personal dashboard
— the survey is translatable
— you receive your individual report + the general report (in English)
— you can add 5 questions yourself
— timing: start survey september until december 2024

= > participation costs €1000

4 dimensions

Museum results (a previous survey)

— Participation fee as of €1,000
— Additional translations may possibly entail an additional cost

Opera Ballet Vlaanderen

Wim Van Bree - wvanbree@operaballet.be
Babs Voets - bvoets@operaballet.be

Antwerp Management School (University of Antwerp)

Prof. Annick Schramme - annick.schramme@uantwerpen.be
Francis de Bonnaire (LMR - LMOV) - francis@lmov.be

In collaboration with Opera Europa