Explore the common motivations and behaviours of Frontline Families:
Priorities
Least likely to think of themselves as 'arty', culture generally plays a very small role in their lives, and less than a third think that the arts are 'important'.
- This group are least likely to feel that culture makes a difference to their area or benefits them, although there is a sense that they do feel it is important, perhaps for others who have the time, money, access or opportunity.
- Nevertheless, family friendly arts and culture events can sometimes be an attractive activity and, despite low overall engagement, they are occasionally interested if offerings are within their budgets and locality.
- Guaranteed family enjoyment and fun will take precedence over consciously engaging with the arts, museums or heritage, so the appropriate facilities and welcome are essential to ensure that this group, who are unfamiliar with cultural venues, feel that the whole experience accommodates their needs.
- Fundamentals, from baby changing to buggy parks, as well as appropriate and affordably priced food and drink facilities, are key, while staff should be trained and empowered to ensure families feel safe, looked after and able to take part.
- For younger families, use of café spaces on a regular basis with soft play or toys provided could also be an entry point.
Spending
Fundamentally looking for a chance to get out with the children and enjoy some social time without having to worry about the expense.
- While they are sometimes willing to pay a higher price than might be expected for family treats, it will only be for a guaranteed product that is both popular and well-known.
- Hidden costs for a day out with the family may prove a barrier to engagement, so pricing strategies should consider add-ons such as transport, food and take-aways for children.
- Engaging families in community activities provides opportunities, as long as they are free and offer social interaction for parents.
- Many families may just need an entry point to their local venue or museum – family fun days, free events or low cost tickets to appropriate programmes, e.g. family days in the school holidays, may offer them a foot in the door.
Philanthropy
Generally this group feels that giving to culture is a good thing, and some even do on occasion, but they have little means to do so.
- Despite being stretched, some do donate to heritage, museums and galleries and a few to the arts, particularly if it has impacts locally.
- Amounts are mostly less than £20.
- Forging a relationship may be the first step as they are more likely to donate if they have some sort of personal connection through their children or their local community.