The Bay Area Cultural Asset Map Visualizing the Big List
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Transcript of The Bay Area Cultural Asset Map Visualizing the Big List
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The Bay Area Cultural Asset Map
Visualizing the Big List
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BACAM (Bay Area Cultural Asset Map)
Commissioned by the Hewlett Foundation
Created by Fractured Atlas
Incorporates 2010 Bay Area Big List data 151 arts organizations 1.4 million attendance records, 642,000 unique names
Objectives Research Actionable visualizations Effectiveness measurement
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Understanding Audience Saturation
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African-American
Relative density of Af-Am arts attendees(all organizations)
Density of African-American total population
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Asian-American
Relative density of As-Am arts attendees(all organizations)
Density of Asian-American total population
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Caucasian
Relative density of Caucasian arts attendees(all organizations)
Density of Caucasian total population
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Types of conclusions we might draw Generally, uniformly saturated at a high level among
Caucasians (duh)
Relatively good saturation among Af-Am audiences in Bayview/Hunters Point and the Western Addition, but less so in outlying areas like the Sunset and the Richmond
Ditto with As-Am audiences in Chinatown, but less well-saturated in Outer Sunset/Richmond and towards South San Francisco
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Organization-Specific Visualizations
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City Lights Theater Company $500,000-$1,000,000 annual budget (midsize)
Located on South 2nd St, San Jose, relatively unappealing neighborhood
Relatively homogenous audiences
Relatively risky work (new work, adult themes, nudity, etc)
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Zooming in on Audiences
1. Understand the demographics of the region’s artsgoers
2. See your demographic layout next to the entire artsgoing population
3. Zoom in on your immediate area
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City Lights Theater Company attendeesArtsgoing population, entire Bay Area (all orgs)
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Artsgoing population, entire Bay Area (City Lights only)
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Age: All Arts Attendees age 65+
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Education: Arts attendees with graduate degrees
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Race/Ethnicity: Arts attendees of Hispanic origin
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Comparing Hispanic arts attendee populations
Relative density of Hispanic arts attendees(all organizations)
Relative density of Hispanic arts attendees(City Lights Theater Company)
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Zooming in: CLTC Hispanic attendees, density by census bloc
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Conclusions As administrators, we need to make the Big List accessible Visualization reveals trends that might otherwise go
unnoticed Maps make advocacy (and micro-advocacy) easier, more
targeted Data has to be re-incorporated every year (arduous
process) Implications for judging organization effectiveness
Future implications Outplanting organizations? Targeted funding? Targeted ASO outreach?