Overall Average

What We've Learned

The average arts and cultural organization brings in .24 people for every marketing dollar spent including marketing staff compensation. This translates to $4.11 in marketing expenditures to bring each attendee.

Our Formula: Marketing Impact

Ave. Marketing Expenses

Ave. Total In-Person Attendance

Marketing Expenses

Marketing expenses includes funds spent on advertising, communication, promotion, sales and public relations.  It includes marketing salaries and fringe since employee efforts are part of the greater investment in marketing.

Total In-Person Attendance

Total in-person attendance accounts for the number of people who physically attended or participated in the organization’s activity, whether they paid or attended free of charge, including general visitors, ticket holders, members, subscribers, students taking classes, workshop participants, those attending outreach activities, etc.

View CDP Survey Lines Used

High Performance Indicators: Marketing Impact

  • Driving Force Factors

  • Key Intangible Performance Indicators

  • Random

Identifying High Performance Indicators

One reason performance may be better is simply that the managing and/or artistic leadership make good decisions. This likely grows out of years of experience, learning, and developed expertise that forms an intangible yet essential ingredient. It is difficult to observe and measure but not impossible. We capture this as a Key Intangible Performance Indicator (KIPI). It allows us to determine that 41% of Marketing Expense performance and 38% of In-person Attendance can be attributed to good decision-making. Learn more»

View List of Markets

Individual Markets (CBSA Name):

  • New York-White Plains-Wayne, NY-NJ
  • Los Angeles-Long Beach-Glendale
  • Chicago-Naperville-Arlington Heights
  • San Francisco-Redwood City-So. S.F.
  • Washington-Arlington-Alexandria-Bethesda-Rockville-Fredericksburg

View List of Markets

Large Markets (CBSA Name):

  • Atlanta-Sandy Springs-Roswell, GA
  • Dallas-Plano-Irving, TX
  • Houston-The Woodlands-Sugar Land, TX
  • Minneapolis-St Paul-Bloomington, MN-WI
  • Phoenix-Mesa-Scottsdale, AZ
  • Riverside-San Bernardino-Ontario, CA
  • San Diego-Carlsbad, CA
  • Santa Ana-Anaheim-Irvine, CA

View List of Markets

Medium Markets (CBSA Name):

  • Boston-Quincy, MA
  • Cambridge-Newton-Framingham, MA
  • Detroit-Dearborn-Livonia, MI
  • Edison-New Brunswick, NJ
  • Nassau County-Suffolk County, NY
  • Newark, NJ
  • Oakland-Hayward-Berkeley, CA
  • Philadelphia, PA
  • Warren-Troy-Farmington Hill, MIv
  • Baltimore-Columbia-Towson, MD
  • Cincinnati, OH
  • Cleveland-Elyria, OH
  • Columbus, OH
  • Pittsburgh, PA
  • Sacramento--Roseville—Arden-Aracade, CA
  • San Jose-Sunnyvale-Santa Clara, CA

View List of Markets

Small Markets (CBSA Name):

  • Lake County-Kenosha County, IL-WI
  • Albany-Schenectady-Troy, NY
  • Allentown-Bethlehem-Easton, PA-NJ
  • Bakersfield, CA
  • Buffalo-Cheektowaga-Niagara Falls, NY
  • Dayton, OH
  • Fresno, CA
  • Grand Rapids-Wyoming, MI
  • Milwaukee-Waukesha-West Allis, WI
  • New Haven-Milford, CT
  • Oxnard-Thousand Oaks-Ventura, CA
  • Peabody, MA
  • Providence-Warwick, RI-MA
  • Rochester, NY
  • Tucson, AZ
  • Worcester, MA

View List of Markets

Very Small Markets (CBSA Name):

  • Wilmington, DE
  • Akron, OH
  • Alpena, MI
  • Altoona, PA
  • Ann Arbor, MI
  • Ashland, OH
  • Athens, OH
  • Auburn, NY
  • Barnstable Town, MA
  • Barre, VT
  • Battle Creek, MI
  • Bay City, MI
  • Bellefontaine, OH
  • Bennington, VT
  • Big Rapids, MI
  • Binghamton, NY
  • Bishop, CA
  • Bloomington-Normal, IL
  • Bloomsburg-Berwick, PA
  • Bradford, PA
  • Burlington-South Burlington, VT
  • California rural
  • Cambridge, MD
  • Canton-Massillon, OH
  • Chambersburg-Waynesboro, PA
  • Champaign-Urbana, IL
  • Charleston-Mattoon, IL
  • Danville, IL
  • Davenport-Moline-Rock Island, IA-IL
  • Decatur, IL
  • Duluth, MN-WI
  • East Stroudsburg, PA
  • Easton, MD
  • Effingham, IL
  • Erie, PA
  • Fergus Falls, MN
  • Findlay, OH
  • Flagstaff, AZ
  • Flint, MI
  • Galesburg, IL
  • Gettysburg, PA
  • Glens Falls, NY
  • Hagerstown-Martinsburg, MD-WV
  • Hanford-Corcoran, CA
  • Harrisburg-Carlisle, PA
  • Holland-Grand Haven, MI
  • Hudson, NY
  • Huntingdon, PA
  • Illinois rural
  • Indiana, PA
  • Ithaca, NY
  • Jackson, MI
  • Jacksonville, IL
  • Johnstown, PA
  • Kalamazoo-Portage, MI
  • Kankakee, IL
  • Kingston, NY
  • Lake Havasu City-Kingman, AZ
  • Lancaster, PA
  • Lansing-East Lansing, MI
  • Lebanon, VT
  • Lebanon, PA
  • Lewisburg, PA
  • Lewistown, PA
  • Lexington Park, MD
  • Lima
  • OH
  • Macomb, IL
  • Malone, NY
  • Mankato-North Mankato, MN
  • Mansfield, OH
  • Marion, OH
  • Marquette, MI
  • Maryland rural
  • Massachusetts rural
  • Meadville, PA
  • Merced, CA
  • Michigan rural
  • Minnesota rural
  • Modesto, CA
  • Mount Vernon, OH
  • New Castle, PA
  • New Philadelphia-Dover, OH
  • New York rural
  • Nogales, AZ
  • Norwich-New London, CT
  • Ocean Pines, MD
  • Ogdensburg-Massena, NY
  • Olean, NY
  • Oneonta, NY
  • Ottawa-Peru, IL
  • Pennsylvania rural
  • Peoria, IL
  • Phoenix Lake-Cedar Ridge, CA
  • Pittsfield, MA
  • Portland-South Portland, NH
  • Portsmouth OH
  • Pottsville, PA
  • Poughkeepsie-Newburgh-Middletown, NY
  • Prescott, AZ
  • Quincy, IL-MO
  • Reading, PA
  • Red Bluff, CA
  • Rockford, IL
  • Safford, AZ
  • Saginaw, MI
  • Salinas, CA
  • Salisbury, MD
  • San Luis Obispo-Paso Robles-Arroyo Grande, CA
  • Sandusky, OH
  • Santa Barbara-Santa Maria-Goleta, CA
  • Santa Cruz-Watsonville, CA
  • Santa Rosa, CA
  • Sault Ste. Marie, MI
  • Sayre, PA
  • Scranton--Wilkes-Barre—Hazleton, PA
  • Selinsgrove, PA
  • Show Low, AZ
  • Sidney, OH
  • Sierra Vista-Douglas, AZ
  • Somerset, PA
  • Springfield, IL
  • Springfield, MA
  • Springfield, OH
  • St Cloud, MN
  • State College, PA
  • Stockton-Lodi, CA
  • Syracuse, NY
  • Toledo, OH
  • Traverse City, MI
  • Trenton, NJ
  • Truckee-Grass Valley, CA
  • Ukiah, CA
  • Utica-Rome, NY
  • Vallejo-Fairfield, CA
  • Van Wert, OH
  • Vermont rural
  • Visalia-Porterville, CA
  • Williamsport, PA
  • Wooster, OH
  • York-Hanover, PA
  • Youngstown-Warren-Boardman
  • PA
  • Yuma, AZ
  • Zanesville, OH

Marketing Impact

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What We've Learned

The average arts and cultural organization brings in .24 people for every marketing dollar spent including marketing staff compensation. This translates to $4.11 in marketing expenditures to bring each attendee.