Insights
Sep 11, 2024 _ insights
GBBN Research Published in Arts and the Market
Our research paper titled “Architecture matters: exploring audiences’ holistic theatrical experience through social media reviews,” was recently published by Arts and the Market a journal dedicated to publishing high-quality and original contemporary research addressing issues related to the intersection of arts and audience research.
Until now, research into audience experience has primarily focused on types of performances and the performances themselves. These tracks left a significant research gap regarding audiences’ holistic experience in the physical space where arts take place–the theater architecture. Our research fills this gap by hypothesizing that the architectural attributes of the theater, including aesthetics, comfort, and atmosphere contribute to holistic theater experiences for audiences.
Using the Cincinnati Shakespeare Company in Cincinnati, Ohio as a case study, our research uses crowdsourced data of rating scores, textual review, and reviewer-uploaded photos from mainstream social media platforms, and explored to what extent architecture and design impact the audiences’ theatrical experience.
The Key Findings:
The study identified five major themes in social review:
- The show
- Architectural design and attributes
- Staff and service
- Neighborhood and amenities
- Financial consideration
Comments about theater architecture constituted a substantial portion of reviews, with seating comfort, intimacy and stage visibility being frequently discussed features. Several subthemes related to architectural design emerged as key contributors to audiences’ spatial experiences: aesthetics; design and spatial configuration; the bar and lobby; the new facility; seats; sets and stage; acoustics; and atmosphere and experience.
The Takeaway:
Architecture impacts the audience’s experience and can be used by organizations to enhance how they attract and engage their patrons.
Download the full research paper here.
Learn more about this research here.
Shan Jiang, Ph.D., is an associate at GBBN and is the firm’s director of research. An established researcher, educator, and thought leader, she has published dozens of articles in peer-reviewed journals, presented at conferences, and recently published a full monograph with Routledge on therapeutic landscapes, healthcare design, and sustainable community development. At GBBN, Shan leads firm-wide research efforts, helping design teams in all markets conduct research while drawing on the best, established research to inform their work.
Marcene Kinney, AIA, LEED AP is a principal and the director of arts at GBBN. She uses architecture and design to create a sense of belonging, inclusion, and well-being in the arts. Her recent work includes the Taft Museum of Art Renovation, the Margaret and Michael Valentine Center for Dance, the Andrew J Brady Music Center, and the Cincinnati Art Museum’s Hanna Wing, and the Cincinnati Shakespeare Company’s Otto M. Budig Theater.
Christopher Yost, AIA, LEED AP is an associate principal at GBBN. He was drawn to architecture by a belief in the substance and magnetism of cities, and an interest in the visual arts. Through architecture, Chris advocates for elements that uplift people in the built environment including public space, connection to nature, and natural light. His latest work includes the Cincinnati Art Museum, Cincinnati Arts Association Aronoff Center studies, and Hennepin Arts.
