How One Performing Arts Center Used Audience Data to Better Reflect Its Community

Introduction 

For performing arts centers, the ability to connect with audiences begins with understanding who those audiences are. That means more than just knowing who’s buying tickets—it means learning how those ticket buyers reflect (or don’t reflect) the broader community. 

The Adrienne Arsht Center for the Performing Arts of Miami-Dade County, one of the world’s leading cultural venues, turned to USADATA for help in gaining that deeper understanding. The result? A clear picture of their audience, data-driven outreach, and more inclusive programming. 

About the Adrienne Arsht Center 

Located in the heart of downtown Miami, the Adrienne Arsht Center is a 501(c)(3) non-profit organization that presents nearly 400 events each year, from world-class jazz and flamenco performances to free community programs and arts education for nearly 60,000 children annually. Since its opening in 2006, the Center has become a cultural cornerstone and a catalyst for billions of dollars in local development. 

The Challenge 

The Arsht Center’s mission is simple yet ambitious: to engage and connect people from every corner of the community. 

To live that mission, they needed to know whether their ticket buyers represented the diverse population of Miami-Dade County. Without detailed demographic insights, it was difficult to measure their reach, identify gaps, or guide marketing and programming toward underrepresented groups. 

The Solution: Partnering with USADATA 

The Arsht Center partnered with USADATA due to our experience in the performing arts sector and the ease of use of our SL360 audience insight platform. 

Through SL360, the Arsht Center team could: 

• Securely upload their ticket buyer data 

• Append third-party demographics like age, gender, and ethnicity 

• Compare audience profiles to community demographics 

• Build dashboards that turned raw data into actionable insights 

The Results 

With their newly enriched database, the Arsht Center could: 

• See exactly how their ticket buyers matched (or differed from) the community profile 

• Target specific groups with tailored marketing messages 

• Plan programming that reflected the cultural diversity of Miami-Dade 

Even more impressive, when the COVID-19 pandemic shut down in-person performances, the Center began conducting bi-monthly patron surveys to gauge when audiences would feel comfortable returning. The self-reported survey data matched USADATA’s appended demographics almost perfectly—validating the accuracy of the audience profile. 

"By appending our database with third-party demographics from USADATA, we're able to create a dashboard to see if the ticket buyers match the community they are in. We then use the information to drive marketing initiatives." 
— Assistant Vice President, Business Development, Arsht Center 

Why Audience Data Matters for Performing Arts Centers 

This case is just one example of how performing arts organizations can use data to: 

• Identify and reach underrepresented audiences 

• Increase attendance with targeted marketing 

• Ensure programming reflects the community’s diversity 

• Strengthen donor and sponsor relationships with proof of community impact 

Start Understanding Your Audience Today 

Your next sold-out show starts with knowing exactly who’s in your seats—and who should be. 

Schedule a Free Consultation with USADATA →

Or call us today at (800) 399-8611 to speak with a Data Expert.