Tool #8: Collecting data

It’s always a good idea to collect and track data that supports the work you’re doing. Sometimes this data will be required in a final grant report. It can also be useful to know more about your audience to develop strategic marketing tactics to attract new audience members. For these reasons and more, we suggest you gather supporting data.

Survey your attendees at the conclusion of your events and gather information regarding distance traveled. How long are they staying and are they from in state, out of state, out of the country? If it would be helpful to your local HOT funding application, ask them to share demographic information, including race, ethnicity, age, and gender identity. Ask them how they learned about your event. Take a look at the sample audience survey in the resources below.

If you contracted for a group hotel room block, ask for a final report from the hotel that details how many room nights were booked. Be sure this includes any rooms you secured for visiting artists or presenters.

If you signed a contract for venue space and/or food & beverage, ask for a final report from the venue that details those costs.

You also might want to begin collecting economic data about your organization that you can later share with decision makers. Check out the two tools created by Americans for the Arts as part of their Arts & Economic Prosperity Study which can help you measure economic impact across the arts sector (see resources below).

All of the information you gather can be useful in building a case for your municipality to initiate, grow, or maintain their investment of HOT in the arts.