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ADVICE Report: January–December 2011 Australia Council for the Arts

____________________________________________________________________________ 104

Western Australia

Data for Western Australia in this report has been contributed by the following organisations:

Metropolitan Barking Gecko Theatre Company Black Swan State Theatre Company Blue Room BOCS Ticketing Perth Theatre Company Perth International Arts Festival Perth Institute of Contemporary Arts Spare Parts Puppet Theatre STRUT Dance West Australian Ballet West Australian Opera West Australian Symphony Orchestra Note: The metropolitan WA dataset includes all significant organisations. Regional Albany Town Hall Theatre Bunbury Regional Entertainment Centre Carnarvon Civic Centre Esperance Civic Centre Goldfields Arts Centre, Kalgoorlie Mandurah Performing Arts Centre Walkington Theatre, Karratha Significant organisations not included in the ADVICE WA dataset: Queen’s Park Geraldton


____________________________________________________________________________ 105

Total events

There were 1,361 events reported in the WA ADVICE dataset during

2011. Of these almost 76% were professional events and over 24%

were non-professional events.

Almost 45% were music events, under one quarter (22%) were theatre

events, 5% were dance and the remaining 28% were a wide range of

other arts – including combined arts events, visual arts/crafts/design,

film/cinema, literary events, museum events and children/family and

festivals.

The main live performing arts events were predominantly professional

events – theatre (94%), music (92%) and dance (62%) – the exception

being other professional events (37%). The remaining events in each

main artform were presented by non-professional organisations.

Chart 58: Western Australia summary of events

560

288

40 140

1,028

48

17

25

243

333

0

500

1,000

1,500

2,000

Music Theatre Dance Other Total

Professional Non-professional

608

305

65

383

1,361

Events

Source: ADVICE dataset – tier 1 events, January–December 2011


____________________________________________________________________________ 106

Table 37: Western Australia summary by artform – tier 1

Events Tickets Revenue Avg. ticket price

Avg. booking time (days)

Music

Professional 560 338,120 $13,106,702 $38.76 35.07

Non-professional 48 28,173 $269,374 $9.56 27.26

Theatre

Professional 288 243,581 $7,788,051 $31.97 29.47


Dance

Professional 40 45,234 $1,939,745 $42.88 32.25


Other artforms*

Professional 140 103,697 $1,949,302 $18.80 na

Non-professional 243 58,202 $720,690 $12.38 na

Total

Professional 1,028 730,632 $24,783,800 $33.92 na

Non-professional 333 116,576 $1,270,144 $10.90 na

Grand total 1,361 847,208 $26,053,945 $30.75 na

Source: ADVICE dataset – tier 1, January–December 2011 * Other artforms include: combined arts event; visual arts/crafts/design; film/cinema; literary events; museum events; children/family and festivals


____________________________________________________________________________ 107

Chart 59: Western Australia summary of total events, tickets and revenue

45%

43%

51%

22%

30%

30%

5%

8%

8%

28%

19%

10%

0% 20% 40% 60% 80% 100%

Events

Tickets

Revenue

Music Theatre Dance Other

1,361

847,208

$26,053,945

Source: ADVICE dataset – tier 1, January–December 2011

Chart 60: WA summary of total events, tickets and

revenue (professional)

Chart 61:WA summary of total events, tickets and

revenue (non-professional)

54%

46%

53%

28%

33%

31%

4%

6%

8%

14%

14%

8%

0% 20% 40% 60% 80% 100%

Events

Tickets

Revenue


1,028

730,632

$24,783,800

14%

24%

21%

5%

7%

9%

8%

19%

13%

73%

50%

57%

0% 20% 40% 60% 80% 100%

Events

Tickets

Revenue


333

116,576

$1,270,144

Source: ADVICE dataset – tier 1, January–December 2011 Source: ADVICE dataset – tier 1, January–December 2011


____________________________________________________________________________ 108

Ticket sales and audience size

Almost 850,000 tickets were sold to the 1,361 events reported in the WA

ADVICE dataset during 2011. Of these 86% were sold to professional

events and 14% to non-professional events.

The average audience size was 622 (slightly above the national average

of 600 people), 711 for professional events (national average 664) and

350 for non-professional events (national average 412).

43% of ticket sales were to music events, which had an average

audience size of 602 people per event (national average 593), 30% of

ticket sales were to theatre with an average audience size of 826

(national average 756), 8% were to dance with an average audience

size of 1,031 (national average 713) and 19% were to other performing

arts with an average audience size of 423 (national average 434).

Professional events accounted for the majority of ticket sales in each

main artform – theatre 97% (3% non-professional), music 92% (8% non-

professional), dance 68% (32% non-professional) and other performing

arts 64% (36% non-professional).

The average audience size for music events (602) was marginally higher

for professional (604) than non-professional events (587). For theatre

the average audience size (826) was also higher for professional (846)

than non-professional events (497), as it was for dance (1,031) with

professional (1,131) higher than for the non-professional (870) dance

events. The same pattern applied for the other artforms in WA, which

had an average audience size of 423, 741 for professional events and

240 for those offered by non-professional groups.

Note: this section refers to tickets sold and average audiences per event, not per

performance. Some genres, like opera, drama and ballet, are more likely to offer

multiple performances per event (ie longer seasons) which would lower their

average audience size per performance in relative terms.


____________________________________________________________________________ 109

Chart 62: Western Australia summary of ticket sales

338,120

243,581

45,234 103,697

730,63228,173

8,449

21,752

58,202

116,576

0

200,000

400,000

600,000

800,000

1,000,000



366,293

252,030

66,986

161,899

847,208

Tickets

Source: ADVICE dataset – tier 1 ticket sales, January–December 2011

Total revenue

The total revenue reported for 2011 in the WA ADVICE dataset was just

over $26 million. Of this 95% was revenue from professional events and

almost 5% was from non-professional events.

Just over half (51%) of the revenue generated was from tickets to music

events, 30% was from theatre, 8% from dance and the remaining 10%

from a wide range of other arts – including combined arts events, visual

arts/crafts/design, film/cinema, literary events, museum events,

children/family and festivals.

Total revenue to the main live performing arts events was predominantly

generated by professional events – theatre (99%), music (98%), dance

(92%) and other arts events (73%), with the remaining revenue

generated by each main artform from non-professional events.


____________________________________________________________________________ 110

In terms of the three key measures – total number of events, ticket sales

and revenue – music was the leading artform in WA (around 45% of total

events and ticket sales and over 50% of total revenue), followed by

theatre (around 30% of ticket sales and revenue, but only 22% of events

– reflecting theatre’s longer average season per event) and dance (5%

of events and 8% of ticket sales and revenue). There were many events

for other artforms reported in the ADVICE dataset for WA in 2011 (28%

of the total), but they generated a lower share of both ticket sales (19%)

and particularly revenue (10%).

Chart 63: Western Australia summary of revenue

$13,106,702

$7,788,051

$1,939,745 $1,949,302

$24,783,800

$269,374

$114,200

$165,880 $720,690

$1,270,144

$0

$10,000,000

$20,000,000

$30,000,000

$40,000,000



$13,376,076

$7,902,251

$2,105,625$22,66,992

$26,053,945

Revenue

Source: ADVICE dataset – tier 1 revenue, January–December 2011


____________________________________________________________________________ 111

Average ticket prices

The average ticket price reported for the main performing arts in WA in

2011 was almost $31 (slightly lower than the national average of almost

$36), just under $34 for professional events (national average just over

$40) and just under $11 for non-professional events (national average

just over $16).

Consistent with the national findings, the average ticket price to

professional events in each of the main artforms in WA was significantly

higher than the average ticket price to non-professional events – music

almost $39 (compared with just under $10 for non-professional events),

theatre $32 (compared with over $13 for non-professional events),

dance almost $43 (compared with under $8), while the gap was lower in

the other artforms – under $19 for professional events and over $12 for

those presented by non-professional groups.

Chart 64: Western Australia summary of average ticket prices

$38.76

$31.97

$42.88

$18.80

$33.92

$9.56

$13.52

$7.63

$12.38

$10.90

$0

$20

$40

$60

$80



$30.75

Ticket price

Source: ADVICE dataset – tier 1 average ticket price, January–December 2011


____________________________________________________________________________ 112

Average booking times

The average lead time for booking tickets to professional live performing

arts events in WA in 2011 was around five weeks for music, between

four and five weeks for dance, and around four weeks for theatre. The

average lead time for non-professional events was around four weeks

for music and dance, and three weeks for theatre.

The average booking time to professional events in WA for each of the

three main artforms was higher than for non-professional events – music

over 35 days (compared with over 27 days for non-professional events),

theatre over 29 days (compared with 18 days for non-professional

events) and dance over 32 days (compared with almost 27 days for non-

professional events).

Chart 65: Western Australia summary of average booking time

35.07

29.4732.25

27.26

18.00

26.88

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

Music Theatre Dance

Professional Non-professionalDays

Source: ADVICE dataset – tier 1 average booking time, January–December 2011


____________________________________________________________________________ 113

Location (metropolitan versus regional)

As expected, metropolitan areas reported a significantly higher volume

of tickets sold and revenue generated than regional areas of WA in the

three main professional artforms, and there were significantly more

professional events held in the city – except for professional dance,

where slightly more events were held in regional WA.

Of the total number of professional music events, almost 81% were held

in metropolitan areas of WA in 2011, with 19% in regional areas. The

average audience size was 604 per music event across the state, 680 in

metropolitan areas and 286 in the regions. Almost 90% of the revenue

was from metropolitan events with 10% generated in regional areas, and

a respective average ticket price of over $38 compared with $43 in

regional WA . The average booking time was almost three weeks longer

in metropolitan areas (36 days compared with over 19 days in regional

areas).

Of the total number of professional theatre events, 68% were held in

metropolitan areas with 32% in regional WA. The average audience size

was 846 per theatre event across the state, 1,152 per event in

metropolitan areas and 193 in the regions. Over 92% of the revenue was

from metropolitan events with almost 8% being generated in regional

areas, with a respective average ticket price of almost $32 compared

with almost $34 for regional WA. The average booking time was two

weeks longer in metropolitan than regional areas (over 30 days

compared with over 16 days in regional WA).

There were 40 professional dance events recorded in the ADVICE

dataset in WA for 2011; of the total number, 45% were held in

metropolitan areas with 55% in regional WA. The average audience size

was 1,131 per dance event across the state, 2,185 per event in

metropolitan areas and 269 in the regions. 87% of the revenue was

generated by metropolitan events with 13% being generated in regional

areas, with a respective average ticket price of $43 compared with over

$42 in regional WA. The average booking time was two weeks longer in

metropolitan than regional areas (34 days compared with over 20 days

in regional areas).


____________________________________________________________________________ 114

Table 38: Western Australia summary by location – tier 1 (professional)



Music

Metropolitan 452 307,254 $11,775,686 $38.33 36.11

Regional 108 30,866 $1,331,017 $43.12 19.23

Theatre

Metropolitan 196 225,805 $7,187,134 $31.83 30.58

Regional 92 17,776 $600,917 $33.80 16.24

Dance

Metropolitan 18 39,322 $1,689,070 $42.95 33.99

Regional 22 5,912 $250,675 $42.40 20.12

Source: ADVICE dataset – tier 1 (professional only), January–December 2011

Venues Metropolitan Venues Regional

Barking Gecko Theatre Company Albany Town Hall Theatre

Black Swan State Theatre Company Bunbury Regional Entertainment Centre

Blue Room Carnarvon Civic Centre

BOCS Ticketing Esperance Civic Centre

Perth Theatre Company Goldfields Arts Centre, Kalgoorlie

Perth International Arts Festival Walkington Theatre, Karratha

Perth Institute of Contemporary Arts Mandurrah Performing Arts Centre

Spare Parts Puppet Theatre Cummins Theatre

STRUT Dance

West Australian Ballet

West Australian Opera

West Australian Symphony Orchestra


____________________________________________________________________________ 115

Demand by artform – tier 2

In WA, non-classical music was the leading genre of professional music

in terms of the total number of events in 2011, followed by classical

music, which reported slightly higher total ticket sales but slightly lower

total revenue. The highest average ticket prices were reported for

musicals/opera (almost $51) and non-classical ($39) and classical (just

over $35) music, with the longest average booking times being for

classical music (almost 40 days) and contemporary music (almost 37

days) followed by non-classical music and musicals/opera (both around

33 days).

Classical music was the leading genre of non-professional music in

terms of the total number of events and tickets sold, but greater revenue

was generated by non-classical music, which recorded by far the highest

average ticket price (over $23), followed by contemporary music (over

$15), musicals/opera (over $10) and classical music (over $7). Non-

classical music ranked second in terms of the total number of events,

tickets sold and average booking time, with classical music the longest

average booking time at around 38 days.

Drama was the leading genre of professional theatre in WA in terms of

tickets sold and revenue generated, though there were more comedy

events in total. Drama and comedy also attracted the highest average

ticket prices (almost $34) and the longest average booking times in

professional theatre were for drama (over 34 days) and contemporary

theatre (31 days).

Drama was also the leading genre of non-professional theatre in WA,

with more events, ticket sales and revenue than comedy, though higher

average ticket prices were recorded for comedy (over $28 compared to

over $17 for drama) in 2011. Comedy had the highest average lead

booking time of over 10 days, compared with drama at 7 days. No

events were recorded for non-professional physical or contemporary

theatre in the ADVICE dataset for 2011.

Ballet was the leading genre of professional dance in terms of the total

number of tickets sold and revenue generated in WA in 2011, though

there were more contemporary dance events. Ballet also had the highest

average ticket price ($44 cf contemporary dance at almost $38) and

longest average booking time (over 36 days cf 25 days for contemporary

dance).


____________________________________________________________________________ 116

Contemporary dance was the leading genre of non-professional dance

in terms of the total number of events, tickets sold and revenue

generated in WA in 2011, though only two contemporary dance events

were reported in the ADVICE dataset. The average ticket price for these

two events was over $30 with an average booking time over 11 days.

Non-professional dance in 2011 in WA was dominated by events

including school performances, private tuition classes/performances,

workshops, seminars and classes, and conferences.

Table 39: Western Australia music summary – tier 2



Professional 560 338,120 $13,106,702 $38.76 35.07

Non-classical music 285 134,466 $5,251,554 $39.05 33.51

Classical music 171 137,390 $4,854,586 $35.33 39.71

Musical/Opera 64 49,629 $2,526,702 $50.91 33.48

Contemporary 34 16,560 $472,410 $28.53 36.96

Other* 6 75 $1,450 $19.33 na


Non-classical music 10 4,948 $116,012 $23.45 20.86

Classical music 15 9,272 $69,468 $7.49 38.11

Musical/Opera 5 3,740 $39,416 $10.54 19.43

Contemporary 3 663 $10,235 $15.44 3.57

Other* 15 9,550 $34,244 $3.59 na

Source: ADVICE dataset – tier 2, January–December 2011 Note: Tier 1 total may not match sum of tier 2 codes due to missing data

* Other includes: school (govt & private) performance; private tuition classes/performances; workshop/seminar/class; and conference


____________________________________________________________________________ 117

Table 40: Western Australia theatre summary – tier 2



Professional 288 243,581 $7,788,051 $31.97 29.47

Drama 94 127,001 $4,311,325 $33.95 34.03

Comedy 140 74,541 $2,533,629 $33.99 26.08

Physical theatre 23 21,153 $390,901 $18.48 13.37

Contemporary 22 20,118 $505,253 $25.11 31.00

Other* 9 768 $46,944 $61.12 na


Drama 9 4,251 $71,087 $16.72 7.07

Comedy 4 1,185 $33,518 $28.29 10.28

Physical theatre - - - - -

Contemporary - - - - -

Other* 4 3,013 $9,595 $3.18 na


* Other includes: school (govt & private) performance; private tuition classes/performances; workshop/seminar/class; and conference


____________________________________________________________________________ 118

Table 41: Western Australia dance summary – tier 2



Professional 40 45,234 $1,939,745 $42.88 32.25

Contemporary 20 18,136 $684,605 $37.75 24.98

Ballet 13 25,312 $1,116,219 $44.10 36.52

Other* 6 372 $15,289 $41.10 na


Contemporary 2 2,371 $72,508 $30.58 11.24

Ballet - - - - -

Other* 23 19,381 $93,372 $4.82 na


* Other includes: school (govt & private) performance; private tuition classes/performances; workshop/seminar/class; conference; and other


____________________________________________________________________________ 119

Household attendance by artform

Almost three quarters (74%) of households purchasing tickets to a

professional music event in WA did so only once in 2011, with 14%

purchasing twice, 9% three or four times and 4% purchasing five or

more times.

Repeat purchasing rates were highest for classical music (23%),

followed by musicals/opera (22%) and non-classical music (19%), with

classical music (3%) and non-classical music (2%) having the highest

proportion of households purchasing five or more times during this

period. The repeat purchasing rate for contemporary music was 8%, with

this genre of professional music being dominated by one-off purchasing

(92%).

Almost three quarters (74%) of the households purchasing tickets to a

professional theatre event in WA did so only once in 2011, with 14%

purchasing twice, 7% three or four times and 5% purchasing five or

more times.

In professional theatre, repeat purchasing rates were highest for drama

(27%), followed by comedy theatre (16%), with 5% of households

purchasing tickets to professional drama doing so five or more times.

Two genres of professional theatre were strongly dominated by one-off

purchasing – contemporary theatre (89%) and physical theatre (88%) –

with only 11% of those households purchasing tickets doing so twice or

more times to each of these genres.

82% of households purchasing tickets to a professional dance event in

WA in 2011 did so only once, with 11% purchasing twice, 6% three or

four times and 1% purchasing five or more times.

In professional dance, repeat purchasing rates were highest for

contemporary dance (19%), followed by ballet (12%), with 7% of

households purchasing tickets to professional contemporary dance

doing so three or more times (5% for those purchasing ballet tickets).

Note: a household is based on a customer’s address and may include one or more

people that have purchased tickets. For example, a parent may purchase tickets for

their children, or a husband and wife may purchase tickets to different events on

different occasions. This second example would be shown as two purchase

occasions for one household.


____________________________________________________________________________ 120

Chart 66: Western Australia household attendance by artform

82%

74%

74%

11%

14%

14%

4%

5%

6%

2%

2%

3%

1%

5%

4%

0% 20% 40% 60% 80% 100%

Dance

Theatre

Music

1 time 2 times 3 times 4 times ≥5 times

Source: ADVICE dataset – professional events only, January–December 2011

Base: WA Households


____________________________________________________________________________ 121

Table 42: WA household attendance – music

1 time 2 times 3 times 4 times 5 or more times

Music 74% 14% 6% 3% 4%

Non-classical music 81% 12% 4% 1% 2%

Classical music 77% 12% 5% 2% 3%

Musical/Opera 78% 11% 7% 2% 1%

Contemporary 92% 6% 1% 0% 0%

Source: ADVICE dataset – professional events only, January–December 2011 Base: WA Households: music (n=48,930)

Table 43: WA household attendance – theatre


Theatre 74% 14% 5% 2% 5%

Comedy 84% 11% 3% 1% 1%

Drama 73% 14% 5% 3% 5%

Physical theatre 88% 9% 2% 0% 0%


Source: ADVICE dataset – professional events only, January–December 2011 Base: WA Households: theatre (n=44,508)

Table 44: WA household attendance – dance


Dance 82% 11% 4% 2% 1%

Ballet 88% 7% 4% 1% 0%


Other 100% 0% 0% 0% 0%

Source: ADVICE dataset – professional events only, January–December 2011 Base: WA Households: dance (n=11,247)


____________________________________________________________________________ 122

Ticket sales and revenue by Mosaic segment

Four Mosaic segments accounted for the majority of professional ticket

sales to the three main artforms in WA (68%) and for the majority of total

revenue (67%). The leading segments were Privileged Prosperity (26%

of tickets and 27% of revenue), Academic Achievers (17% and 16%

respectively), Family Challenge (13% for both) and Suburban

Subsistence (12% for tickets and 11% of revenue).

These same four segments were the largest for professional music ticket

sales and revenue in WA, accounting for 66% and 65% respectively.

The leading segments were Privileged Prosperity (26% of tickets and

26% of revenue), Academic Achievers (16% and 15% respectively),

Family Challenge (13% on both) and Suburban Subsistence (11% of

tickets and 11% of revenue).

These same four segments were again the largest for professional

theatre ticket sales and revenue in WA, accounting for 69% on both

measures. The leading segments were Privileged Prosperity (26% of

tickets and 27% of revenue), Academic Achievers (17% for both), Family

Challenge (14% for tickets and 13% of revenue) and Suburban

Subsistence (12% for both measures).

These same four segments were also the largest for professional dance

ticket sales and revenue in WA, accounting for 64% and 66%

respectively. Again the leading segments were Privileged Prosperity

(26% of tickets and 28% of revenue), Academic Achievers (16% of

tickets, 17% of revenue), Family Challenge (12% and 11% respectively)

and Suburban Subsistence (10% on both measures). The Provincial

Optimism segment was next largest (8% of tickets and 7% of revenue).


____________________________________________________________________________ 123

Chart 67: WA ticket sales and revenue by Mosaic segment

3%

12%

5%

7%

4%

3%

13%

6%

6%

17%

26%

3%

11%

5%

6%

4%

3%

13%

6%

6%

16%

27%

0% 10% 20% 30%

K Community Disconnect

J Suburban Subsistence

I Farming Stock

H Provincial Optimism

G Learners & Earners

F Metro Multiculture

E Family Challenge

D Pushing the Boundaries

C Young Ambition

B Academic Achievers

A Privileged Prosperity

Total revenue Total tickets

Source: ADVICE dataset – professional events only, January–December 2011 Base: Available data – music, theatre, dance

Tickets = 328,878 (53% of total WA professional music, theatre and dance tickets) Revenue = $15,678,676 (69% of total WA professional music, theatre and dance revenue)

Chart 68: WA ticket sales and revenue by Mosaic segment – music

3%

11%

5%

8%

3%

3%

13%

6%

5%

16%

26%

3%

11%

5%

7%

4%

3%

13%

6%

6%

15%

26%

0% 10% 20% 30%



I Farming Stock




E Family Challenge


C Young Ambition



Music revenue Music tickets

Source: ADVICE dataset – professional events only, January–December 2011 Base: Available data – music

Tickets = 153,572 (45% of total WA professional music tickets) Revenue = $8,318,784 (64% of total WA professional music revenue)


____________________________________________________________________________ 124

Chart 69: WA ticket sales and revenue by Mosaic segment – theatre

2%

12%

4%

5%

4%

3%

14%

6%

7%

17%

26%

2%

12%

4%

5%

4%

3%

13%

6%

7%

17%

27%

0% 10% 20% 30%



I Farming Stock




E Family Challenge


C Young Ambition



Theatre revenue Theatre tickets

Source: ADVICE dataset – professional events only, January–December 2011 Base: Available data – theatre

Tickets = 147,460 (61% of total WA professional theatre tickets) Revenue = $5,889,957 (76% of total WA professional theatre revenue)

Chart 70: WA ticket sales and revenue by Mosaic segment – dance

3%

10%

6%

8%

4%

2%

12%

7%

6%

16%

26%

3%

10%

6%

7%

4%

3%

11%

6%

6%

17%

28%

0% 10% 20% 30%



I Farming Stock




E Family Challenge


C Young Ambition



Dance revenue Dance tickets

Source: ADVICE dataset – professional events only, January–December 2010 Base: Available data – dance

Tickets = 27,846 (62% of total WA professional dance tickets) Revenue = $1,469,935 (76% of total WA professional dance revenue)

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