Explore the common motivations and behaviours of Commuterland Culturebuffs:
Priorities
Arts and cultural events form an integral part of this group's social lives, so a good atmosphere for spending time with friends and family is essential.
- Motivations are multiple, ranging from the pursuit of learning opportunities for older children, to their own social and self-improvement goals.
- Attending events and socialising with friends, family and peers go hand in hand for Commuterland Culturebuffs, so opportunities for them to be both artistically stimulated and to enjoy themselves socially need to be provided.
- Ensuring quality of artistic experience, enabling social elements of attendance (café, restaurant, bar, shop etc), and maximising opportunities for depth of engagement (e.g. by enabling dialogue, encouraging input to the creative process, and discussion of experience and content) all help build relationships.
Spending
This group can afford to attend regularly, will pay premium prices to ensure a high quality of experience, and expect to build secondary spend into their trip.
- Commuterland Culturebuffs can afford to pay for high quality artistic events that provide opportunity to spend time with family and friends, and offer learning or self-improvement opportunities for themselves and their children.
- As there is such a strong social element to their motivations for attending, opportunities to encourage spending through catering and retail should be foregrounded, and emphasising quality is key.
- They are also amongst those most likely to purchase original works of art and handmade crafts.
- Commuterland Culturebuffs are potentially time poor, value time as a resource, and will pay premium prices for offerings that they can be confident will provide high quality experiences.
- Because time is as important as money, discounting strategies are less likely to be effective than things like priority access, or opportunities to add value to the experience, while emphasising quality and price clearly from the off is key.
Philanthropy
As likely prospects for making donations to all arts and cultural organisations, this group are the most generous givers to Museums, Galleries and Heritage.
- Commuterland Culturebuffs are likely prospects for making donations to arts and cultural organisations: 10% will have donated to an arts organisation in the last year, whilst 22% will have made donations to museums and galleries and 24% to heritage sites.
- They are also amongst those most likely to make larger donations: of those making donations to arts organisations, almost 1/4 gave more than £100.
- Their motivations for giving to arts and culture are quite altruistic, motivated to preserve those cultural facilities, rather than for any personal benefit.
- Charitable giving outside of the arts is most likely to be directed towards medical research, children and young people's charities or rescue services - these may form a potential basis for fruitful creative partnerships.