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■UMIAccessing the World's Information since 1938 300 North Z e e b Road, Ann Arbor, Ml 48106-1346 USA

Order Number 1334733

A marketing study of the performances, films, and lectures department of the Asia society

Yau, Whei-ling, M.A.

The American University, 1988

UMI 300 N. Zeeb Rd. Ann Arbor, MI 48106

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A MARKETING STUDY OF

THE PERFORMANCES, FILMS, AND LECTURES DEPARTMENT

OF THE ASIA SOCIETY

by

Whei-ling Yau

Submitted to the

Faculty of the College of Arts and Sciences

of The American University

in Partial Fulfillment of

The Requirements for the Degree

of

Master of Arts

in

Arts Management

Signatures of committee

Chairman

'Dean oy the College

August 16, 1988______Date

1988 The American University Washington, D.C. 20016

SUERICAN UNIVERSITY LIBRARY A MARKETING STUDY OF

THE PERFORMANCES, FILMS, AND LECTURES DEPARTMENT

OF THE ASIA SOCIETY

BY

Whei-ling Yau

ABSTRACT

In its history, the Performances, Films, and Lectures

Department has been one of The Asia Society's growing program divisions. Owing to current financial constraints, the

Department decided to increase its earned income.

This thesis focuses on an audience study for the

Department's in-house events, using a survey to identify the

Department's current audiences. The survey indicates the

Department's potential for increasing its audiences and provides clues to improve its operations.

The thesis recommendations include the integration of programming and promotional operations, and the improvement of publicity by various strategies, which will enable the

Performances, Films, and Lectures Department to improve its marketing operations and to increase its ticket sales.

Further research is also suggested in this thesis.

ii ACKNOWLEDGEMENTS

I specially wish to thank the members of my thesis committee: Valerie B. Morris, Chair of the Performing Arts

Department, Jessica Bailey, Assistant Professor in the international Business Department, and David B. Pankratz, professorial lecturer in the Performing Arts Department, The

American University.

I also would like to acknowledge the consideration and help from The Asia Society, especially from the staff of the

Performances, Films, and Lectures Department: Beate Gordon,

Paula Lawrence, Karen Haight, Bonnie Stein, Linda

Kojabashian, Somi Roy, Grace Sun, and Terri Genin. I also thank Jan Arnet, Jo Ann Harvard, Ann Kutcher, and Lorri Kaye at The Asia Society. Without their kindly providing information, it would have been impossible for me to complete this thesis.

In addition, I greatly appreciate the help from my friends: Ms. Ronnie Ketchel, Ms. Lynn Andrews, Mr. and Mrs

Yuan-San Lu, and Ms. Chungshiuan Chang. I am indebted to Mr.

Dien-Fu Chang for his help in setting up the program of the

SPSSPC system and teaching me how to use it.

Finally, i want to thank my great parents and family for their support and encouragement.

iii TABLE OF CONTENTS

ABSTRACT...... ii

ACKNOWLEDGEMENTS......

Chapter 1. INTRODUCTION...... !

2. THE ASIA SOCIETY...... 4 History and current programs...... 5 Country committee...... 6 Education...... 8 Gallery...... ] [ ] 9 Performing arts...... 10 Other programs...... 11 Present headquarters...... 13 Organizational structure...... 15 Finance...... 16

3. THE PERFORMANCES, FILMS, AND LECTURES DEPARTMENT.... 19 History...... 19 Current programs and operations...... 22 Promotional efforts for events in New York City.. 29 Financial situation...... 33 Problem statement...... ! 34

4. AUDIENCE SURVEY...... 38 Survey results...!! 1 !.’ !.*.’ ! ! ...... !! \ [...... !! 11 41 Characteristics...... 42 Preferences...... 47 Evaluation...... 51

5. RECOMMENDATIONS...... 56 Conclusion...... 69

Appendix A. DISTRIBUTION OF QUESTIONNAIRES...... 73

B. THE QUESTIONNAIRE...... 74

C. SURVEY STATISTICS...... 8 1

D. RESULTS FROM OPEN-ENDED QUESTIONS...... g8

SELECTED BIBLIOGRAPHY...... CHAPTER ONE

INTRODUCTION

In recent years, concepts of marketing have been used increasingly by cultural organizations. Marketing/ as indicated by Philip Kotler in Marketing in Nonprofit

Organizations. is the skill of knowing how to plan and manage the organization's exchange relations with its various publics.1 it is involved in "studying the target market's needs, designing appropriate products and services, and using effective pricing, communication, and distribution to inform, motivate, and serve the market."2 Cultural organizations have found that by marketing, through improved satisfaction of the target market, improved attraction of marketing resources, and improved efficiency in marketing activities, they can solve the problems of declining customers and dwindling contributions.

In its history, the Performances, Films, and Lectures

Department of The Asia Society has offered a variety of programs to help Americans better understand Asia, especially its cultural aspects. This thesis is designed to

1Philip Kotler, Marketing for Nonprofit Organizations^ Second Edition, (NJ: Prentice-Hall, 1982), 27.

2Ibid.

1 2 determine, with limited budget and resources, the most efficient and effective ways for the Department to promote events and, thus, increase its audiences. It examines the

Department's current methods of promoting in-house events and identifies possible future marketing efforts.

This thesis answers the questions of who current audiences are; who potential audiences are; what current audiences feel about The Asia Society itself and the

Department's programs and services; whether the Department is making its current promotional efforts efficient and effective, such as promotional materials, publicity, and media relations; and what the Department should do in order to increase its ticket sales.

The methodology was to use a survey as a tool to identify the characteristics, preferences, and other audience information necessary to improve current marketing efforts. The survey was conducted by questionnaire with both open-ended and fixed-response questions. The thesis also used interviews with and documents of The Asia Society and the Department to gather information about current operations. All interviews were conducted in New York City, and interviewees included the staff of the Performances,

Films, and Lectures Department; Beate Gordon, Director, Paula

Lawrence, Assistant Director, Karen Haight, Program

Associate, Bonnie Stein, Program Associate, Somi Roy, Coordinator of the film program, Linda Kojabashian,

Coordinator of the lecture program, Terri Genin in the box

office, and Grace Sun, Administrative Assistant, as well as

Jan Arnet, Vice President for Finance and Administration, Jo

Ann Harvard, Administrative Associate to the Vice President of Finance and Administration, Lorri Kaye in the membership program, and Ann Kutcher in the Public Relation Department. CHAPTER TWO

THE ASIA SOCIETY

"The culture of a people is much more than masterpieces of art, music, and literature, important as those are. The culture of a people is to be founded in their beliefs, their traditions, their activities and the expression of all these in their daily lives and thoughts... The interchange of culture in this broad sense is a means of helping to bring people of different countries closer together in their appreciation and understanding of each other and each other's way of life..." John D. Rockefeller III.3

Founded by John D. Rockefeller III in 1956, The Asia

Society is a nonprofit, nonpolitical public education organization dedicated to increasing American understanding of the culture, history and contemporary affairs of Asia and its growing importance to the United States and to world relations.4 The Asia Society defines Asia broadly to include approximately thirty countries ranging from Japan, Korea and

China to India and the subcontinent, Southeast Asia,

Australia and New Zealand. It also extends its educational outreach to all the United States and works closely with its colleagues in Asia to develop activities.5

3"The Asia Society 1965-1986 Highlights of the First 30 Years", the Public Relations Department, The Asia Society, New York, 1986.

4The Asia Society, Annual Report 1986. (NY: The Asia Society, 1986), 8 .

5Ibid. 4 The Asia Society is also a membership organization, with various categories of membership. Members receive discounts on events, publications, gifts, and recordings.

The Asia Society has approximately 3,500 members in New York alone and 5,000 members including its regional centers.6

These members provide contributions through their membership fees to support The Asia Society's programs.

The Asia Society fulfills its institutional objectives through its program divisions, including the Departments of

Education and Communications, Asia Society Galleries,

Contemporary Affairs, and performances, Films and Lectures.7

History and Current Programs

Established in 1956, The Asia Society focused its

initial programs on educational materials for American school children and teachers. It was not until 1958 that the activities expanded to include public lectures and visitor services for Asians, which facilitated professional and business contacts, home hospitality and general personal helpfulness to Asians engaged in the professions, the arts,

6The Asia Society membership brochure, The Asia Society, New York; the number of the members was from Lorri Kaye, Membership office staff, on June 16, 1987.

7The Asia Society, Annual Report 1987. (NY: The Asia Society, 1987). sciences and technology, business, finance and government.8

In 1959, The Asia Society moved into its first home,

Asia House, at 112 East 64th Street, New York City. Asia

House contained The Asia Society's administrative headquarters, the Asia House Gallery for exhibitions of

Asian art, the Lecture Hall for holding recitals and lectures, and the Library for housing books and accommodating guests from Asia.

In its early years, The Asia Society's activities were divided into four fields: academic education, public education and information, the arts, and services to Asian visitors.9 Through its more than thirty-year history, there have been four basic program divisions running at The Asia

Society, even though they were given different titles:

country committee, education, gallery, and performing

arts.10

Country committee. Country committees (later renamed

country councils) were made up of the members of The Asia

Society with special interests in a given Asian country.

8"The Asia Society 1956-1986 Highlights of the First 30 Years."

9The Asia Society, The Asia Society: Report on Activities. (NY: The Asia Society, 1961), 8 .

10"section A: The Asia Society", The Asia Society Staff Handbook. 1987 Revision, The Asia Society, New York, 1 . 7

Their chief functions were to advise the Society on its activities regarding the specific Asian country; to present various membership events; to conduct studies on a variety of topics; and to develop long-range projects for better relations between the people of the United States and those of the relevant country in Asi a .11

From 1974 to 1981, the country councils were under the

Department of Meetings and Studies and assisted in organizing most of the membership and public activities. In

1975, the China Council was reorganized as a national resource center, with a network of twelve regional councils throughout the United States. In July 1981, the Department of Meetings and Studies was reorganized to be the Public

Affairs Department, with two new programs; America's Asian

Agenda Program, which seeks to alert the American public to key policy-related issues in Asian affairs and in United

States-Asia relations through conferences, publications and the media; and the Media Relations Program, which works with journalists and press briefings and assists the media in identifying information and sources on Asian affairs.12 The

Asia Society's Business Council became the Corporate Program under the Public Affairs Department in the same year. In

11The Asia Society, Annual Report 1966-67. (NY: The Asia Society, 1967), 6 .

12The Asia Society, Annual Report 1981-82. (NY: The Asia Society, 1982), 6 . 8

1983, the China Council also became part of the Department.13

In 1986, the Public Affairs Department was renamed the

Contemporary Affairs Department, consisting of the Asian

Agenda, Media Relations, the Corporate Program, and the

China Council.14

Education. The Education Department functions to serve schools, teachers and pupils with its various programs.

Through its thirty-year history, the Department has focused on development of educational materials for Asian study; assistance to teachers introducing accurate and expanded knowledge of Asia; maintenance of a consultation and information service for universities, school systems and individual teachers; the preparation of guides, lists, bibliographies and catalogues of educational materials, ranging from films and books to museum holdings and periodical literature; and organization of travelling exhibitions for schools and student visits to The Asia

Society's gallery exhibitions.15

In 1970, the Department enlarged its services to

13The Asia Society, Annual Report 1983. (NY: The Asia Society, 1983), 14.

14The Asia Society, Annual Report 1986. 14.

15The Asia Society, The Asia Society: Report on Activities. (NY: The Asia Society/ 1963), 17-18. 9 elementary schools.16 After 1970, the focus of the

Education Department has been on helping school systems, curriculum developers, and educational professionals to develop new and more effective approaches for teaching about

Asia at the K-12 levels, including models for introducing

Asian studies into the curricula and developing various audio, print, and video curriculum materials.17 In 1981, the

Department was renamed the Education and Communications

Department and expanded to provide a new structure for the

Society's nonprint communication activities.18 Also in 1981, the Department began publishing Focus on Asia Studies, a tri­ annual resource journal in a format useful to educators.19

Gallery. The Asia Society's fine arts program is dedicated to presenting Asian art to an American audience and to increasing their appreciation and understanding of

Asian culture. In the beginning years, the fine arts program, Asia House Gallery, did not seek a permanent collection of art works. It functioned only to organize exhibitions for the public, and all masterpieces were lent from private and public collections in every part of the

16The Asia Society, Annual Renort 1969-70. (NY: The Asia Society, 1970), 14.

17The Asia Society, Annual Report 1981 -as - 6 .

18Ibid.

19Ibid. 10 world.20 in 1974, Mr. and Mrs. John D. Rockefeller III gave the Asia Society their collection of Asian art, which focuses on four Asian cultures: Chinese, Japanese, Khmer, and Indian.21 In October 1981, The Asia Society moved into its new headquarters, which housed the Rockefeller Gallery, the Arthur Ross Gallery, and the Starr Gallery. Since then,

Mr. and Mrs. Rockefeller's collection has been permanently housed in the Rockefeller Gallery and the Arthur Ross

Gallery, while there are three to four rotating exhibitions held annually at the Starr Gallery.22 Also, the department has been renamed The Asia Society Galleries. All exhibitions are accompanied by appropriate educational materials, including catalogues, docent tours, videos, taped tours, brochures, slide presentations and lectures.23 In addition,

The Galleries is dedicated to the advancement of Asian art history, and publishes Archives of Asian Art. containing research and an overview of the important Asian art acquisitions made each year by American museums.24

Performing arts. The fourth division of The Asia

20The Asia Society, The Asia Society; Report on Activities, 27.

21|lSection A: The Asia Society", The Asia Society Staff Handbook f 8 .

22Ibid.

23The Asia Society, Annual Report 1986. io.

24Ibid. 11

Society is the performing arts program, which presents outstanding Asian performing groups to a large audience throughout the United States. This department will be discussed in detail in the next chapter.

Other programs. In addition to these four main divisions, The Asia Society has had many other programs in its history to help it achieve its organizational goals.

For example, the Asian Literature Program, from 1963 to

1976, translated contemporary and classical Asian literature into English and provided consultation services to agents and publishers and Asian authors.25 The Southeast Asia

Development Advisory Group was initiated in 1965, expanded in

1979 and ended in 1982, functioning as a secretariat to bring together specialists to discuss issues in the economic development of Asia.26 From 1967 until 1979, The Asia

Society conducted an "Arts of Asia Tours" program to provide guided visits to the princiPal monuments and museums of Asia and Asian collections in other parts of the world.27

In addition, since 1971, The Asia Society has organized a n annual international conference, the

Williamsburg Conference, to bring together leading figures

25The Asia Society/ Annual Report 1974-75. (NY: The Asia Society, 1975), 3 .

26The Asia Society/ Annual Report 1965-66. (NY: The Asia Society, 1966), 5.

27Ibid. 12 from America, Asia and the pacific to discuss the region's security and wellbeing in a private off-the-record setting.

This conference is administered by the Contemporary Affairs

Department.28 Aiso, from 1975 to 1983, the Society served as the American Secretariat for the Indo-U.S. Subcommission on Education and Culture, established to facilitate interchange in education and the arts.29

Since its inception, The Asia Society has increased its relevance and usefulness to the business community. Since

1964, briefings have been offered to executives of contributing corporations.30 From 197s to 1981, the

Business Council was established to organize seminars, briefings and lectures for corporate executives in New York and other cities each year.31

The publication program of the Society also included a series of introductory books called the "Asia Library."32 In addition, Asia Journal had been Polished quarterly since

1964,33 and, from 1973 to 1978, was succeeded by Asia

28Ibid., 2, 5-6.

29The Asia Society, t""»al Report- 3 974-75. 6; The Asia Society, Annual Report i q b 3 . 20.

30The Asia Society, annual Report- 1970-71. (NY: The Asia Society, 1971), 19.

31,,Section A: The Asia Society", The Asia Society Staff Handbook. 2.

32Ibid., 3.

33The Asia Society, annual Report 1970-71. 15. 13

Bulletin, a bimonthly spotlight on the Society's activities

and lectures.34 In 1978, The Asia Society launched Asia as

a full-fledged national magazine about Asian affairs and

Asian civilizations35 and terminated that magazine in 1983

for financial reasons, it was replaced by a newsletter for

members that contains the calendar of events and short

articles on Asian affairs and issues.36

In addition to its other activities, The Asia Society

has three regional centers to provide programs tailored to

the specific interests of local constituencies. The

Washington Center was founded in 1970 and included the China

Council and Williamsburg Program from 1979 until 1983.37 The

Asia Society/Houston was organized in 1979 by a group of

prominent Houstonians,38 and the Southern California Center

was officially formed in 1984.39

present headquarters. Since the late 1960s, Asia House

had been overcrowded and there had been three program

34The Asia Society, Annual Report 1973-74. (NY: The Asia Society, 1974), 9.

35

3 6^he Asia Society, Annual Rppn-rt 1983. 16.

37 ibid., 5-6.

38«rhe Asia Society, Annual Report 1979-80. (NY: The Asia society, 1980), 6 .

39The Asia Society, Annual Report 1986. 26. 14 divisions inefficiently located in rented office space outside Asia House. Therefore, The Asia Society began to plan a new Asia House in 1974 in order to bring together all programs under one roof and have a permanent home for the collection of Asian art donated by Mr. and Mrs. John D.

Rockefeller III.40

In the spring of 1981, The Asia Society moved into its present headquarters at 725 Park Avenue, which was designed by Edward Larrabee Barnes. The Lila Acheson Wallace

Auditorium runs through the two lowest floors of the building. With 258 seats, the auditorium is equipped for lectures, music and dance performances, and film screenings.

In addition, there is the Burke Room in the auditorium lobby, serving as an overflow area for the auditorium, a conference room, and a room for display of visual materials. The first floor consists of the main lobby, the Starr Gallery for rotating exhibitions, the book store, the gift shop, coat- checking facilities, and gallery workroom, on the second floor are the Rockefeller Gallery and the Arthur Ross

Gallery. The third through seventh floors are office areas.

The eighth floor is a conference center, with three meeting rooms of different sizes.41 Presently# this new building

40The Asia Society, Annual Popnr-t 1975-76. (NY: The Asia Society, 1976), 1.

41,,Section A: The Asia Society”, The Asia Society Handbook. 6-7. 15 accommodates all the administration, programs and activities of The Asia Society.

Organizational Structure

The organizational structure of The Asia Society is that, under the support of a board of trustees, the president leads The Asia Society, with the assistance and supervision of the President's Council and the International

Council.42 Under Robert B. Oxnam, President, there are the

Finance and Administration Division, the Program, Planning and External Affairs Division, and four program departments: the Contemporary Affairs Department, the Education and

Communications Department, The Asia Society Galleries, the

Performances, Films, and Lectures Department, as well as three regional centers.43 The Finance and Administration

Division, currently supervised by Jan Arnet, Vice President, is in charge of overall administration and finance for The

Asia Society. Under this division, there are the department of Administration, Finance, Building, Bookstore, Events,

Volunteers, and Security.44 The Program, Planning and

External Affairs Division, currently supervised by Marshal M.

Bouton, Vice President, is responsible for fund-raising

42Ibid., 1 1 .

43Ibid.

44Ibid. efforts, primarily for The Asia Society's special events, membership, and general funding.45 It also works closely with program departments to raise funds for various programs.46 The Public Relations and Membership Department, currently supervised by Stephanie Orange, works on press relations for The Asia Society as a whole, assists the

Development Department in promoting special events, designs and distributes season brochures, and publishes annual reports and newsletters. It also administers the membership program.47

Finance

According to Annual Report 1986-87. total support and revenue of The Asia Society was $8,284,372 whereas total expenses were $7,221,520.48 Among the sources of revenue,

57% of the revenue was from contributions and grants, 14% from program fees, 10% from membership, 8% from investment income, 5% from special events (net income), and 3% from other sources; among the categories of expenses, 75% of the expenses were for programs, 19% for management, and 6% for

45Jan Arnet, interview by author, telephone, from Washington D.C. to The Asia Society, New York, 20 July 1988.

46Ibid.

47Ann Kutcher, interview by author, The Asia Society, New York, 19 May 1988.

48The Asia Society, Annual Report 1987. 19. 17 development.49

The revenue and expenses in 1980-81 had been

$4,579,382 and $4,681,856, respectively.®0 Among the sources of revenue, 61% of the revenue was from contributions and grants, 16% from administrative and program fees, 12% from investment income and other sources,

9% from special events (net income), and 2% from lapsed term endowment.51 Among the categories of expenses, 87% of the expenses were for program expenses, 8% for management and general expenses, and 5% for development.52 Comparing the revenue and expenses of 1986-87 with that of 1980-81, total revenue in 1986-87 has grown 81%, while total expenses have grown 54%. Contributions, including grants, and program fee revenues for 1986-87 have increased 69% and 2% respectively, while expenses have increased 33% for programs, 3% for management, and 77% for development. The percentage of program fees over program expenses was 10% in 1980-8 1 / and

49The percentages are organized from numbers of condensed income statement of Annual Report 1987 at page 19.

50The Asia Society, Annual Report 1980-81, (NY: The Asia Society, 1981), 33.

51The percentages are organized from numbers of condensed income statement in Annual Report 198n-»i at page 33.

52Ibid. 18

37% in 1986-87.53

53A11 figures are organized according to the numbers of condensed income statements shown in Annual Report 1980-81 and Annual Report 1986-87. CHAPTER THREE

THE PERFORMANCES, FILMS AND LECTURES DEPARTMENT

History

In 1961, The Asia Society started a performing arts program to assist in introducing Asian performing artists to

the United States.54 The program was to make possible

bookings at numerous institutions throughout the nation.

1970 was a significant year for the performing arts

program. The program, because of its connection with Mr.

John D. Rockefeller III, obtained a five-year grant from

Mrs. Lila Acheson Wallace to sponsor its national touring program.55 At this time, the program became a complete department responsible for all activities related to the performing arts. Since then, the national touring program has become the heart of the Performing Arts Department and has aimed to present around the United States outstanding authentic traditional performances from Asia. Because of the grant from Mrs. Wallace, the Department brought an average of three performing troupes from Asia to the United

54The Asia Society, The Asia society: Report on Activities, 23.

55Beate Gordon, interview by author, The Asia Society, New York, 23 June 1988.

19 20

States annually.56 Another program in the Department

included the school program originally in the Education

Department. The school program was designed to bring Asian

artists resident in New York City to teach, lecture, and

demonstrate traditional Asian performance styles in

elementary and high schools in the New York Metropolitan

area.57 in addition, the Performing Arts Department

presented several concerts annually in New York City.

In the beginning, the focus of the Department was on

the development of the national touring program. The school

program offered 30-40 presentations a year in schools and

museums. The school program was not expanded until the

Department earned profits from the bookings and received

grants from other organizations.58 The performances offered

by the Department in New York City were limited to a maximum

of four concerts a year because The Asia Society did not have its own theater and the concerts had to be held at a

rented space such as Carnegie Hall.59

A renewal of Mrs. Wallace's grant made it possible for the Department to expand its programs for ten years. From

56Ibid.

57The Asia Society, Annual Report 1072-7 3 . (NY: The Asia Society, 1973), 17.

58Gordon, interview by author, 23 June 1988.

59Ibid. 21

1970 to 1980, in addition to the growing activities of its

national touring program, the school program, and

performances in New York City, the Department was active in

producing various educational materials about Asian

performing arts, including videotapes, films, records, monographs and libretti. In 1975, the Department expanded

its programs by adding lecture-demonstrations, mini-

courses, workshops, residencies and master classes.60 jn

1981, the Department completed a slide library of Asian

dance and theater, which was designed to begin a

comprehensive documentation of the dance and drama of

Asia.61

in 1981, The Asia society moved into its new

headquarters. The expanded facilities in the new building,

especially the Lila Acheson Wallace Auditorium, enabled the

Performing Arts Department to enhance greatly its in-house

concerts. At the same time, because Wallace's grant expired

and the Department could not obtain enough funding for

substitution, the number of the national touring troupes

decreased from three to two.62

in 1983, the Department, for the first time in its

60The Asia Society, Annual Regort_i9 75.7 6 , (NY; The Asia Society, 1976), 15.

61The Asia Society, Annual Regprt_i980-8L/ 6.

62Gordon, interview by author, 23 June 1 9 8 8 . 22 history, presented contemporary forms of dance and music to widen its offerings.63

In 1986, The Asia Society, in order to centralize the administration of its New York public events, expanded the

Performing Arts Department, retitled the Performances, Films and Lectures Department. The new department included the film program from the Education and Communications

Department, and the lecture program from the Contemporary

Affairs Department and The Asia Society Galleries.64 in

1986, the new department, cosponsored by the International

Media Studies Foundation, Inc., initiated a three-year

"Asian Artists identification Project" to identify Asian performing artists living in the United States who perform traditional arts or create new performing arts influenced by

Asia.65

Current Programs and Operations

Presently, the Performances, Films and Lectures

Department has a staff of eight people to organize three seasons a year: winter, spring and fall, with a combination of traditional and contemporary performances, lectures and symposia, and feature films.

63The Asia Society, Annual Report 1983. 12-13.

64The Asia Society, Annual Report 1986. 18.

65Ibid. 23

The performance division continues the efforts o f the former Performing Arts Department. The national touring program brings two of Asia's finest, authentic, traditional performing groups to the United States every year, such as

Katsuya Yokoyama (Shakuhachi music from Japan) and Music from the People's Republic of China in 1985;66 and Sato

Takako's Ryukyuan Dance Company from Okinawa, Japan and

Tibetan opera music and dance from Lhasa in 1 9 8 6 . The resident performance program continues to give workshops and lecture-demonstrations at schools, universities, museums and cultural organizations, providing a comprehensive view of specialized forms such as Peking Opera, Kabuki, and

Balinese, Korean and classical Indian dance, Chinese and

Japanese traditional music, Japanese kite-making, flower arranging, calligraphy, tea ceremony and Indian crafts.68

This program coordinated approximately 150 performances in the 1985-86 season and loo performances in 1987.69 m addition, a continuing series of performances, workshops and

66Fact sheet of performances in 1985-86, the Performances, Films, and Lectures Department, The Asia Society, New York.

67Fact sheet of performances in 1986-87, the Performances, Films, and Lectures Department, The Asia Society, New York.

68The Asia Society, Annual Report 1984-85. (NY: The Asia Society, 1985), 3.

69The Asia Society, Annual Report 1986. 19; The Asia Society, Annual Report lQm, il. 24 lecture-demonstrations are presented in the Lila Acheson

Wallace Auditorium. Performances also include troupes touring under the national touring program, the resident performance program and other soloists and ensembles from

Asia. In addition, cooperation with other arts organizations, such as Music From Japan, has been an active source for in-house performances. For example, there wer e five Music From Japan concerts presented in the auditorium in 1986-87, including contemporary and traditional music.70

The Department presents approximately 15-20 performances a year.71 Aiming to preserve important Asian cultural forms, the Department continues to provide a collection of records, films, videos, libretti, photographs, and monographs. These materials are offered for rental or for sale .72

The film division is dedicated to presenting Asian cinema as an art form to audiences and, through these presentations, to help Americans learn more about Asia. The film division shows 40-45 films organized into 6-7 series

(themes) every year. The film program shows these films ©n a regular basis, one film with two screening on Fridays,

70Fact sheet of performances in 1986-87.

7According to the number of the performances in 1986 (21 performances) and in 1987 (14 performances) shown in The Asia Society's Annual Report 1986 and Annual Report-. 1987.

72The Asia Society, Annual Report 1986. 19. 25

with the goal that The Asia Society becomes an alternative

center for viewing Asian films regularly. In addition, the

Department presents some special screenings occasionally.73

The lecture program of the Department includes

traditional and contemporary Asian issues, Asian literature,

Asian culture, fine arts, and book warming.74 The

programming is a balance of issues, geography, and topics

relevant to all of the Asian nations, as well as a cross

section of contemporary and historical aspects. The program

also focuses on lectures and demonstrations of the fine arts

of Asia. The average number of lectures held by the program

each year is forty-four.75

All the activities of the Performances, Films and

Lectures Department are organized and administered by its eight staff members. The performance division retains the staff of the former Performing Arts Department minus one person, who was asked to resign because of budget constrictions.76 Beate Gordon, Director of the former

73Somi Roy, interview by author, tape recording, The Asia Society, New York, 2 May 1 9 8 8 .

74According to Ms. Kojabashian, book warmings are presentations of authors introducing their newly published books related to Asian topics.

75Linda Kojabashian, interview by author, The Asia Society, New York, 3 March 1988.

76Bonnie Stein, interview by author, tape recording, The Asia Society, New York, 27 April 1988. 26

Performing Arts Department since its inception in 1970, remains as Director of the Performances, Films and Lectures

Department. In addition to supervising the administration of the Department and the programming of the film and lecture divisions, Gordon programs the performance division, especially the national touring program and the in-house performances in New York City, she travels to Asia several times a year to choose the performing groups and decides on the program for the tour. She also auditions artists and

sets up schedules for the performances at The Asia

Society.77 Paula Lawrence, Assistant Director, is responsible for bookings for the national touring program and the resident performance program, besides organizing budgets for the whole Department.78 Karen Haight, Program

Associate, takes charge of the administration of the performances at The Asia Society, including contacting artists, coordinating technicians, making arrangements with the relevant departments in the Asia Society or other organizations, preparing necessary equipment, writing programs and promotional materials, supervising volunteers, and budgeting. Haight also assists Paula Lawrence in booking local resident performance programs, writes grant

77Beate Gordon, interview by author, The Asia Society, New York, l December 1987.

78Paula Lawrence, interview by author, The Asia Society, New York, 2 December 1988. 27

proposals, and supervises the Asian Artists Identification

Project.79 Bonnie Stein is in charge of publicity for the

concerts in New York and nationwide, which includes handling

press directly, preparing press kits, advertising, gathering

information for and editing programs, press releases and

monographs, supervising box office and maintaining mailing

lists for the performance division. She also advises the

film and lecture divisions on organizing public relations

campaigns and promotional events and the writing of

promotional materials. In addition, she assists Paula

Lawrence with the national touring program in terms of

itinerary, contracts, and information on the program to be

given to sponsors.80

In the film program, Somi Roy is the person

responsible for everything, from programming to budgeting

and from generic administration and advertising of the film

program to some fund-raising efforts. According to Roy,

there are three sources to find films. One is through

reading and researching printed materials such as film

festival brochures and film magazines. Roy also has a

network of people involved in international film festivals

and cinema with whom he exchanges information. The third

79Karen Haight, interview by author, tape recording, The Asia Society, New York, 27 April 1988.

80Stein, interview by author, 27 April 1988. 28 source is seeing the films themselves. ®

Linda Kojabashian is in charge of the lecture program, with the assistance of Jill Roberts. Kojabashian's responsibility encompasses programming, budgeting, promotion, general administration and coordination for the lecture program. Roberts is responsible for the sale and rental of the Department's printed and audio-visual educational materials, in addition to helping Kojabashian organize lectures. Kojabashian uses readings, research and recommendations as her sources for lectures programs.82

Grace Sun is an administrative assistant in the

Department. Mainly, she is in charge of administrative and secretarial work for Beate Gordon, other responsibilities include assisting Somi Roy in shipping films, and handling office administration for the Department.

The Asia Society set up the box office in 1984.

Currently, it is organized by Terri Genin; she orders tickets, establishes a filing system, gets advance orders by mail and phone, sends out tickets, and compiles statistics of ticket sales. She also talks to the people who call to ask for information or to buy tickets, in order to find out their interests and opinions of The Asia Society and the

81Roy, interview by author, 2 May 1 9 8 8 .

82Kojabashian, interview by author, 3 March 1988. 29 programs of the Department.83

Since The Asia Society moved into its present headquarters in 1981, the number of public events at its

Lila Acheson Wallace Auditorium has greatly increased.

Especially after the film and lecture programs were combined with the performing arts program in 1986, the Performances,

Films, and Lectures Department has emphasized its in-house activities, in addition to the national touring program and the resident performance program, to achieve its goals of both publicizing The Asia Society in New York and familiarizing Americans with Asia through various programs.

Promotional Efforts for Events -in New York cA*y

Basic promotion for the in-house activities of the

Performances, Films and Lecture Department is carried out through The Asia Society's membership newsletters and season brochures to 3,500 members in New York City. This is done through the Membership Program of the Public Relations

Department. Membership newsletters are published quarterly and contain information on the Society's activities along with an event calendar. The season brochures, designed by the Public Relations Department, are sent out three times a year for the winter, spring, and fall seasons to The Asia

Society's members in New York City.84 ^he Season brochures

83Terri Genin, interview by author, tape recording, The Asia Society, New York, 2 June 1988.

84Stein, Interview by author, 27 April 1988. 30 are also sent to others on the mailing lists from the

Performances, Films and Lectures Department, at a total of

20,000 including members.85

The Asia Society has built up an integrated computer system of mailing lists for all departments, which are divided into different categories: The Asia Society's committees, specific programs, geography, history, interest, media, national origin, organization, profession and volunteer.86 The list of Asia Society's committees includes audit committee, contemporary affairs committee, corporate council, executive committee, advisory committees of various departments, trustees, etc. The list for specific programs contains developed mailing lists from different departments such as galleries, the China Council, the bookstore, and the corporate program. The geographic category is set up by Asian countries or areas, such as

Australia, East Asia, Cambodia, China, and Hong Kong. There are 36 countries or areas in the geographic category. The history division includes 32 lists of various important conferences, members and individual contacts in the history of The Asia Society, such as Williamsburg XI, the Hong Kong

Conference, Study Mission Korea, and individual contacts by

85Ibid.

86"The Asia Society Committee Summary List", The Asia Society, New York. 31 staff members. There are 37 subcategories of topics, performing arts forms, and programs under the interest categories, such as dance/contemporary, contemporary affairs/culture, lecture/fine arts, and film/feature. The media category has critics of different art forms, press for different programs, Asian press, TV stations and radio. The category of national origin includes ambassadors, Asian

Americans, United Nations Missions and councils. The organization category includes lists of universities, booking agents, public schools, and others. The category of profession is divided by academic, business, corporate manager, film maker, foundation officer, government officers, etc. The volunteer category lists The Asia

Society's volunteers. The grand total of names on the lists is 73,067.87

Though the total number on the lists is large, the

Department does not use all of them for each event. It selects relevant lists instead because of the variety of its programs and events. The performance division usually chooses a target mailing of flyers and specific order forms of 500-3,000 for each performing arts event, selected from

The Asia Society's lists.88 The lecture program also sends

87Ibid.

88Bonnie Stein, interview by author, telephone, from New York to The Asia Society, New York, 28 June 1988. 32 out mailings of 2,000-3,000 for selected activities and sometimes will make phone calls to the people on the lists to reinforce the promotion.89 The film program does not send specific mailings for each film series; it publicizes its activities by season brochures mailed to approximately

2,000 people who are not members but who are interested only in the film program, as well as to The Asia Society's members and people on the mailing lists of the performance and lecture divisions.90

In addition to mailing information to people interested in different programs, the Department sends out press releases and public service announcements to selected press lists, according to the programs. Both the performance and the lecture divisions send out approximately

300-500 copies of press releases to various local newspapers, Asian press, magazines, TV and radio stations, and colleges.91 The performance division contacts the press by phone after sending the press releases; the members of the press often call the Department directly to request further information. Having handled the publicity at the

Department for five years, Bonnie Stein has developed media contacts and knows who is interested in each program, and

89Kojabashian, interview by author, 3 March 1988.

90Roy, interview by author, 2 May 1988.

91Stein, interview by author, 27 April 1988. 33 how and when to contact appropriate people.92 rphe press

releases of the film program are written and sent out by the

Public Relations Department; for each film series, approximately 50 copies of a press release are sent out to the press, chosen from a press mailing list of 150 people built by the film division.93 The film program does not have sufficient staff to conduct any follow-up with the press.94

The Performances, Films and Lectures Department also buys advertising space to promote its events. The total annual budget for advertising is $30,000-$40,000.95

Advertisements appear mainly in the New York Times and

Village voice (especially for the film program), and occasionally in other newspapers and magazines.

Basically, the performance, lecture, and film divisions are in charge of promotional efforts for their own events, including advertising, promotion to the press, and special mailings.

Financial Situation

Based on The Asia Society's 1986-87 financial

92Ibid.

93Ann Kutcher, interview by author, telephone, from New York to The Asia Society, New York, 28 June 1988.

94Roy, interview by author, 2 May 1988.

95Stein, interview by author, 27 April 1988. 34 statement, the total revenue of the Department was

$673,888.41, and the total expenses were $680,029.21.96

Among the sources of revenue, contributions were

$362,452.49.97 Admission fees were $185,962.63, approximately 28% of the total revenue.98 Among the expenses, printing expense related to promotion was

$38,893.73 (6% of the t o t a l ) . " This expense does not include the cost for season brochures and newsletters which are administered by the Public Relations Department.100

Problem Statement

The Asia Society had been supported generously by John

D. Rockefeller III from its inception until Rockefeller's death in the late 1970s; he helped The Asia Society raise funds and guaranteed all the costs of The Asia Society when needed.After Rockefeller died, The Asia Society lost not only a big donor but a contributor to fund-raising. At the same time, The Asia Society moved into its new

96Statement of revenue & expenses as of final 6/30/87, summary for the Performances, Films, and Lectures Department, The Asia Society, 10-14 and 48.

9 7 Ibid.

9 8 Ibid.

" i b i d .

100Stein, interview by author, 27 April 1988.

101Arnet, interview by author, 20 July 1988; Gordon, interview by author, l December 1987. 35 headquarters and required greater fund-raising efforts than ever before to balance its budget. Recently, according to

Jan Arnet, the Vice President for Finance and

Administration, The Asia Society has been successful in increasing its donors and contributions.102 In the near future, while making efforts to look for more donors and contributions, The Asia Society will continue to focus on a balanced budget.103

Through its history, the Performing Arts Department, and later the Performances, Films and Lectures Department, has grown in terms of the increasing number of activities and programs. The ten-year grant from Lila Acheson Wallace greatly helped the Department not only to expand the national touring program but also to be able to plan ahead to achieve its goals. However, after the ten-year grant expired in 1980, the Department did not find other long­ term funding sources for its programs.104 Funding for cultural performances has been very difficult, even though the Department has currently obtained grants for some of its programs, for example, a grant from the National Endowment

for the Arts for its lecture programs.105 Since the late

102Ibid.

103Ibid.

104Gordon, interview by author, 23 June 1988.

105Arnet, interview by author, 20 July 1988. 36

1970s, The Asia Society has focused its development efforts

mainly on the funding for its headquarters.106 Under these

circumstances, a restricted budget has made it impossible

for the Department to expand its programs, and has forced it

to limit its promotional efforts.107 confronting this

situation, the Department has planned fewer lectures and

performances for its 1988-89 season.108

However, because funding is reduced and the budget is

constrained, an improvement in audience attendance and

ticket sales is essential.109 According to Beate Gordon and

Paula Lawrence, despite promotional efforts, ticket sales

have not been satisfactory. Based on the statistics for the

1987 fall season, the average ticket sale for all activities

was 47% of capacity, while the average attendance, including

complimentary tickets, was 50%. The performance division

had sales of 60% and attendance of 93%. The film program

ticket sales were 45% and the average attendance was 50% of the total seats. For the lecture program, 40% of the

106Stein, interview by author, 27 April 1988.

107Ibid.

108Paula Lawrence, interview by the author, telephone, from Washington D.C. to The Asia Society, New York, 21 July 1988.

109Arnet, interview by author, 20 July 1988; Gordon, interview by author, l December 1987. 37 tickets were sold and 52% of the seats were filled.110

Realizing the need to improve its marketing efforts while making its fund-raising efforts, The Asia Society has conducted marketing research, including an interview survey in galleries and written questionnaires in the membership program as well as in the Performances, Films, and Lectures

Department. Through the research, The Asia Society has tried to better understand its constituencies so that it can improve programs and services, discover potential donors and audiences for the organization, and further develop appropriate planning to increase its donors and audiences.111

110The figures are organized from the box office statistics of the fall season in 1987.

111John F. Maloney, the proposal of The Asia Society's market research program, The Asia Society, New York, 1987. CHAPTER FOUR

a u d i e n c e s u r v e y

In order to develop appropriate strategies for improving ticket sales and participation, The Asia Society and the Performances, Films, and Lectures Department felt it important to be familiar with its audiences, including their characteristics and preferences. Therefore, The Asia

Society used a questionnaire to conduct an audience survey.

This survey was part of a series of marketing research efforts conducted by The Asia Society for its jnembership program, Asia Society Galleries and Performances, Films, and

Lectures Department, with the assistance of J o h n F. Maloney, a volunteer.112

The questionnaires were distributed in February and

March of 1988 at eleven events of t h e Performances, Films, and Lectures Department, held at The Asia Society. Those events were selected because they had a greater" attendance and targeted audiences from all diff®rent programs of the

Department, including two performances, two films, four lectures (two general lectures and two Asian fine-arts

112Ibid.

38 39 lecture-demonstrations), and three special events.113 (see

Appendix A. Distribution of Questionnaires.) Attached to each questionnaire was a cover letter from The Asia

Society's president, a season brochure, and a postage-paid envelope. Seventy-five questionnaires for each event were dispersed randomly to the audiences by volunteers before the event began.114 in order to encourage responses, the

Department offered free tickets for future events to respondents in exchange for completed questionnaires.

The total number of questionnaires distributed was

851, which represented one third of the total possible 2564 attendees at‘the canvassed events.115 As of April 30, the date on which The Asia Society stopped collecting data from returned questionnaires, 242 people had responded, a response rate of 28%.116

The questionnaire was designed by John F. Maloney, Jo

Ann Harvard, Administrative Associate to the Vice President for Finance and Administration, Beate Gordon, Director of the performances, Films, and Lectures Department, and Andrew

I 13Jo Ann Harvard, interview by the author, telephone, from Washington D.C. to The Asia Society, New York, 27 July 1988.

11475 questionnaires were distributed for each selected event except the lecture program: "President's Forum". There were loi questionnaires handed out by mistake.

l l5See Appendix A.

ll 6 Ibid. 40 Pekarik, Director of The Asia Society Galleries.117 The questions were designed to obtain a clear picture of the people who attended the events of the Performances, Films, and Lectures Department. The survey asked respondents about their reaction to events held by the Department, as well as their ratings of other divisions at The Asia Society, such as the book store, gift shop, and The Asia Society

Galleries. This thesis will focus on the results and analysis of the survey as it applies to the Performances,

Films, and Lectures Department.

The questionnaire was divided into four categories.

'•Today's Visit" aimed to focus on the specific event. "Asia

Society Membership" and "Future Events" ascertained respondents' interests and opinions on the programming of future activities. "May We Know A Little About You" asked for demographic information regarding sex, age, level of education completed, household income, occupation, and place of residence. Questions were also asked to ascertain how respondents obtained information about events at The Asia

Society, (see Appendix B. The Questionnaire.)

The questionnaire had both open-ended and fixed-

117Jo Ann Harvard, interview by author, The Asia Society, New York, 3 March 1 9 8 8 . 41 response questions.118 The data from the open-ended questions was collected and organized manually by two volunteers of The Asia society. The data of the fixed- response questions was processed by a computer; every question and answer was coded, the data was inputed according to the codes, and then processed by the

Statistical Package for the Social Sciences (SPSS) system, a computer system specific for data processing and statistics, with IBM4348. With the combined output from the data of the open-ended and fixed-response questions, the survey results were analyzed to be used by The Asia Society for developing appropriate marketing strategies for the future.

Survey Results

Survey results were reported both on an overall basis

and for the five separate categories of events: performance,

film, general lecture, Asia fine-arts lecture-

demonstration, and special event. The results were divided

into two parts: characteristics and preferences. All

results reported apply only to respondents who returned

completed questionnaires. It is not known to what extent

this sample may be biased nor to what extent these results

may accurately be extrapolated to the larger universe of all

1 1 8 As Surveying Your Arts Audiencp notes, open-ended questions allow respondents to answer the questions by using his or her own words; fixed-response questions provide the full range of possible answers. 42 people attending events of the Performances, Films, and

Lectures Department.

characteristics. The overall ratio between female and male respondents was two to one. A higher percentage of females was shown in the attendance at special events, general lectures, and lecture-demonstrations of Asian fine arts: 76%/ 71%, and 69%, respectively. Films and performances were almost equally divided between female and male attendees: films 52% to 48% and performances 51% to

49%.

The overall age range of respondents was concentrated between 21 and 64, and the average age range was 35 to 49.

The age of over half the respondents attending special events was 35 to 49 (52%); the other half was separated under the age categories of 21-34 (21%) and 50-64 (20%).119

The age range for general lectures focused on 35-49 (41%) and 50-64 (28%). Performances also had a higher percentage in the age category of 35-49 (40%), while 31% of respondents attending performances were 21 to 34 and 20% were 50 to 64 years old. Approximately two thirds of the respondents attending the film events were 21-34 years old, 30% were between 35 and 49. The lecture- demonstrations of Asian fine arts attracted older people whose age range was 35 to

119percentages do not always add to 100% because of missing answers. 43

over 65. The age categories of 35-49 and over 65 had the

same percentage of 30% and the category of 50-60 was 28%.

The respondents were highly educated. On an overall basis, over half (59%) had completed graduate or post graduate schooling, and 35% had completed some or 4 years of college. Only 2% had high school education or less, in comparison with films and special events, performances and

lectures (both general lectures and fine-arts lecture- demonstrations) attracted people with a wider range of education, although respondents with less than college education were only a very small percentage (general lectures 5%, performances 3%, and fine-arts lecture- demonstrations 4%).

Regarding household income, on an overall basis, the household income of one fourth of the respondents was

$30,000-$49,999 annually, and one fifth had an income of

$50,000-$74,999 each year. About 12% earned $75,000-

$99,999 and 16% earned over $100,000. In addition, only 3% earned under $10,000 annually, and 16% earned $10,000-

$29,999. Comparing the five categories of events, the household income for respondents attending the film had a lower income range; 10% earned under $10,000 annually, and

38% had an annual income of $10,000-$29,999. The performance and general lecture events attracted people with an average income of $30,000-$49,999, with the percentage of 44 .

68% and 60%/ respectively. A large percentage of high

income (over $100,000) was shown from the respondents of the

special events and fine-arts lecture-demonstrations, with a

percentage of 28% and 32%.

On an overall basis, approximately half the

respondents worked in professional (31%) and managerial

(20%) fields, while 13% were employed in creative

professions/ and 11% were retired. The overall percentage

of students was 6%. other occupations among attendees were

clerical (4%)/ homemaker (2%), technical (3%), and others

(5%). A high percentage of professional and managerial

fields was shown for the special events (67%), the general

lectures (60%), and Asian-fine-arts lecture-demonstrations

(46%). Most of the respondents who attended the film events

were professionals (42%), creative professionals (16%), and

students (21%)• The main occupations of respondents at the

performances were management (17%), professions (20%), and

creative professions (20%). General and fine-arts lectures

had a higher percentage of retired attendees (15% and 24%)

than the other events, whereas the film events attracted a much greater number of students than the other four kinds of

events. The performance events had the same percentage of

students as retired people (11%).

Among respondents, 37% were members of The Asia

Society. They had joined the membership program for one 45 year or less (27%), 2-5 years (36%), or 6 or more years

(37%). Comparing each category of event, a higher percentage of members appeared at the special events (49%) , general lectures (40%), and fine-arts lecture-demonstrations

(51%). On the contrary, only 14% of respondents from film events were members and 17% from performances.

Among members, half who attended the films were in their first year of membership; 41% of members attending special events and 67% attending performances had participated in the membership program for two to five years; and approximately 50% of members from the general and fine-arts lectures had participated in the membership program for six or more years. Among non-members (63% of the total respondents), 72% said they would consider joining the membership program.

Many respondents also participate in the membership programs of other organizations. Most often mentioned were the Metropolitan Museum of Art (33%), the Museum of Natural

History (31%), The Museum of Modern Art (24%), the Cooper-

Hewitt Museum (14%), and the Japan Society (10%) . In addition, respondents often visited the aforementioned organizations as well as others, such as the China

Institute, the Frick Collection, the Guggenheim Museum, the

Morgan Library, the Museum of the City of New York, the 92nd

Street Y, and the Whitney Museum. 46

On an overall basis, 70% of respondents have traveled to Asia and 22% have lived there.

57% of respondents live in the Manhattan area and 21% in suburban New York, New Jersey, or Connecticut. 43% traveled to The Asia Society by subway and 30% by bus, while

32% walked.

Most people learned about The Asia Society's events through brochures (63%), The New York Times (43%), special mailings (36%), and membership newsletters (35%). In addition, 13% of respondents learned of the events from their friends and 15% from The Asia Society's windows.

Among respondents, 88% had previously attended events at The Asia Society, while for 10% the surveyed performance was their first event.

Overall, 36% of respondents visited The Asia Society

3-5 times in the past year; 28% visited 1-2 times; 12% visited 6-10 times, and 12% visited more than 10 times. The respondents at the five different kinds of events showed the same basic frequency of attendance during the past year.

Most of the respondents for each category of event came to

The Asia Society 1-2 or 3-5 times in the past year, with 3-5 times showing the higher percentage. Among five different events, attendance 3-5 times was 34% for special events, 36% for general lectures, 36% for films, 43% for performances, and 36% for fine-arts lecture-demonstrations. 47

The questionnaire listed events under the categories of lectures, films, gallery exhibitions, traditional performances, and modern performances, and respondents were asked their frequency of attending each kind of event. 20% stated they had attended one kind of event at The Asia

Society in the past year, whereas 10% attended two kinds of events, 9% attended three kinds of events, 8% attended four kinds of events, and 2% attended five kinds of events.

Using the same categories, 49% of respondents stated they attended lectures, 37% films, 52% gallery exhibitions,

30% traditional performances, and 14% modern performances.

Most respondents had come to each category of event one to three times in the past year.

Preferences. Most respondents came to The Asia

Society for a particular event (95%), and said they would not have visited The Asia Society if it were not for the specific event (93%) . In addition, when respondents came for a specific event, they would also visit The Asia

Society's book store (54%), gift shop (31%), and galleries (20%) .

Most respondents were satisfied with the event they attended; 57% of the respondents stated their expectations were met, and 28% felt that the event exceeded their expectations. Only 12% were disappointed by the program or services. A higher percentage of disappointment was voiced 48

for the special events (14%) and fine-arts lecture- demonstrations (28%) , while only 2% voiced disappointment

for the films and no disappointment was expressed for performances.

On an overall basis, on a scale of 1 to 10 (10 being

the highest), the average rating by respondents of the event

they attended was 8.3, and 73% of the respondents rated the

event at 10, 9, or 8. The average rating for each event was

for general lectures 9.3, performances 9.1» films 8.8,

special events 8.0, and fine-arts lecture-demonstrations

7.0.

Generally, respondents liked The Asia Society's book

store (62%), lectures (55%), gallery exhibitions (53%),

general ambience (45%), films (43%), traditional Asian performances (39%), and modern performances (15%).

Most respondents said they would be interested in

attending other events at The Asia Society (99%). Those

events considered most interesting were Asian art

exhibitions (74%), general lectures (59%) , traditional Asian performances (57%), contemporary Asian films (54%), classic

Asian films (51%), and lectures on Asian art (41%). Others

interesting but not listed in the given answers were Asian

architecture, food tasting, cooking demonstrations, films on

sociocultural topics, travel information, Archeology, 49 etc.120

24% of respondents stated that they might come to The

Asia Society more often if there were more information available on exhibits and activities; and 12% if the location were more convenient.

With respect to the scheduling of events, respondents preferred Thursdays (51%) and evenings (74%) for the events in June, July, and August; Saturdays (55%) and evenings

(74%) for the events the rest of the year. Mondays and mornings had the lowest percentage for preferred scheduling.

If they were to contribute to The Asia Society, 48% of respondents said that they wanted their gift to be used for presenting lectures, performances, and films, 35% for general support, 35% for teaching about Asian art and culture, 19% for additional exhibitions, 6% for enlarging the gallery areas, and 3% for other expenses.

The questionnaire also asked respondents, in an open- ended format, for their suggestions to improve the programs and services of The Asia Society. The respondents who answered this question suggested: checking quality of speakers before inviting them, having more lectures on current culture/lifestyle and on political and economic topics, having Saturday and Sunday dance programs, better

12°Results from the open-ended question: "Future Events", Question Three. See Appendix D. 50 running events so that they start on time and do not run late, having more in-depth explanations and background information, having more traditional dance and music programs, keeping the galleries open at night, having single events, serving Asian food at receptions, reducing prices for the events, etc.121

To summarize, the results of this survey show a basic profile of the audiences attending the events of the

Performances, Films, and Lectures Department. They are highly educated, professional, wealthy, and middle aged.

The film events have younger and lower-income audiences while the fine-arts events have older and higher-income audiences. More females than males attend the events.

Approximately one third of the audiences are members of The

Asia Society. Among non-members, most stated they would consider joining the membership program. Most of the audiences learned of the events from The Asia Society's season brochures, The New York Times, special mailings, and membership newsletters. Most of the audiences attended events of The Asia Society before the surveyed event, and almost one third of the audiences attended more than one kind of event, in the categories of films, contemporary performances, traditional performances, lectures, and

121Results from open-ended question: "Future Events", Question Ten. See Appendix D. 51

gallery exhibitions. Basically, audiences like the

Department's events and want to attend other events in the

future. This profile shows the basic strengths of the

Performances, Films, and Lectures Department. The survey

results also provide clues that will improve the operations

of the Department in the future. (Detailed statistics are

shown in Appendix C.)

Evaluation

A survey can be the best way to obtain reliable

information regarding audience attitudes and behaviors, if

it is designed with appropriate and relevant questions, and

conducted with the right process.122 surveying Your Arts

Audience, a publication of the National Endowment for the

Arts, lists basics for designing a good questionnaire. The

questions in a good questionnaire should be specific, use

everyday language, never overestimate respondent knowledge, never lead respondents, avoid offering a single socially desirable answer when providing fixed-response alternatives, keep questions short and concrete, stay a way from double- barreled questions, and accentuate the positive.123

According to these basics, the survey conducted by The Asia

122National Endowment for the Arts, Surveying Your Arts Audiences. (DC: Publishing Center for Cultural Resources, 1985), 11.

123Ibid., 16-17. 52

Society was well-designed. It included clear, specific questions relevant to audience identification and program development and provided essential data to establish a marketing plan for The Asia Society.

However, the survey did not ask some important and necessary questions. For example, pricing is very important in planning a marketing mix to maximize income potential, to stimulate sales and to open new markets.124 In determining the principles leading to a pricing structure, the

Department must take into account both the consumer and its own perspective. Failure to ask questions on pricing limited the survey's effectiveness in providing sufficient information for planning suitable marketing strategies.125

In the questionnaire, there was a question asking how the audiences learned of The Asia Society's events, designed to reflect the effectiveness of the Department's publicity and advertising campaign. However, no question was asked regarding the publications or newspapers that the audiences usually read, which could have provided information to help the Department strengthen publicity and advertising planning

124Michael House, "The Marketing Mix," Market the Arts, compiled and edited by Joseph V. Melillo, (NY: Foundation for the Extension and Development of the American Professional Theatre, 1983), 69.

125In an open-ended question asking general opinions to The Asia Society, four people complain the prices are too expensive. 53 by selecting the most effective communication tools.

In addition to questionnaire design, procedures in conducting the survey can affect its reliability. Sampling affects the survey's representativeness of the whole audience;126 the researcher should have no control over who gets selected for inclusion in the sample and each person or population unit should have a probability of being selected.127 For this survey, the Department distributed questionnaires at eleven events selected from 29 total events, which included different kinds of events such as special events, films, general lectures, fine-arts lecture- demonstrations, and performances. The attendance at those events was from 100 to 309, while there were 75 questionnaires dispersed randomly at each event. According to the method of simple and systematic random sampling in

Surveying Your Arts Audience, which uses a table of random numbers to make sure every element in the population has an equal chance of being included, the Department's survey sample may not have been representative because the audiences at each event a had different probability of being included in the sample.128

126National Endowment for the Arts, surveying Your Arts Audience. 25.

127Ibid.

128Ibid., 34. 54

On the other hand, according to multistage sampling, sampling units are decided based on days, exhibits, or events, and each unit has an equal probability.129 With this method, since the Department handed out 75 questionnaires at every event, the sample of the survey was representative of the Department's audiences. However, 101, instead of 75, questionnaires were handed out at the selected lecture "President's Forum" by mistake; this may have had a negative effect on the representativeness of the sample.

The return rate of the survey was 28%. As indicated in Surveying Your Arts Audience, a response rate for handed- out questionnaires of less than 60% should not be trusted.130 On the other hand, according to Joseph Wesley

Zeigler in the Journal of Arts Management and Law, "a 20% response rate is legitimate."131 However, 242 returned questionnaires represent only 9% of the total 2564 people at the eleven selected events.132 When comparing the

Department's overall audience, the percentage of return will be smaller. Therefore, the return rate of 28% may not have

129Ibid., 36.

130Ibid., 27.

131 Joseph Wesley Zeigler, Book review of Surveying Your Arts Audience. The Journal of Arts Management and Law 16, no. 4 (Winter 1987) ; 80.

132See Appendix A. 55

been satisfactory.

The survey asked 36 questions in total, Zeigler

indicates that 25 questions should be the maximum on a

survey.133 On the other hand, Surveying Your Arts Audience

suggests that a questionnaire can contain up to 50

questions.134 The Asia Society distributed questionnaires

at each selected event, and asked audiences to fill the

questionnaires out at home and send them back. Since there was time to answer the questions, the number may have been

appropriate.

The survey data of fixed-response questions was processed by the SPSS computer system. Data entry involved taking the results directly from the questionnaires and converting answers into numbers in a form acceptable by the computer. However, when designing the questionnaire, the

Department did not consider the importance of coding. It was hard to input data of certain questions, which had to be processed manually. This caused difficulty in tabulation and limited the efficacy of using the SPSS system.

133Zeilger, Book review, The Journal of Arts Management and Law. 81.

134National Endowment for the Arts, Surveying Your Arts Audience. 39. CHAPTER FIVE

RECOMMENDATIONS

According to Douglas Eichten in Market the Arts, after understanding the situation of the organization and its current audience, there are four major areas to be considered in establishing objectives for a marketing plan: audience maintenance, audience expansion, audience development, and audience enrichment.135

The Performances, Films, and Lectures Department has limited the expansion of its programs and, especially, its promotional efforts. The Department has decided to focus its promotional efforts on maintaining current audiences and encouraging them to attend more events than before. In the future, when more resources and budget are available, the

Department will be able to consider how to enlarge its audiences to attract those who have never attended The Asia

Society's events and who may have different characteristics

from the present audience. The current audience is usually the first group

targeted in a marketing campaign, not only to re-purchase

135Douglas Eichten, "The Marketing Plan," Market the Arts. compiled and edited by Joseph V. Melillo, (NY: Foundation for the Extension and Development of the American Professional Theatre, 1983), 60-62.

56 57 tickets, but also to increase the frequency of their attendance.136 According to The Asia Society survey, most of the Department's audiences are not new (88% had attended

1-5 times). Maintenance of these audiences is very important. To maintain attendance and to increase frequency, a strong relationship with the current audience is necessary and will be strengthened by frequent communication.137 The survey results indicate that season brochures, newsletters, and special mailings have been successfully used as tools to communicate with audiences.

Audiences have been pleased with the events and have wanted to attend other events in the future. According to the survey, the Department has built very good relations with its current audiences; it serves as a good beginning for the

Department. The Department should continue its communication efforts to its current audiences.

As indicated by Eichten, these current audiences shape the foundation for a successful marketing campaign, offering a base to expand, develop and enrich audiences efficiently and effectively.138 when trying to reach audiences, the organization should start with target markets which are most like those groups of people who already attend.139 The

136Ibid.

137Ibid.

138Ibid.

139Ibid. 58

survey results, which show the profile of the Department's

audiences, will provide direction for the Department to

eventually target new audiences.

According to the survey, most of the audiences

attending films were younger and earned lower incomes than

those who attended other events. Most of the audiences

attending lectures, especially fine-arts lecture-

demonstrations, were older than 35 (30% of the audience

attending fine-arts lecture-demonstrations were over 65) ,

and a large percentage of them earned high income (32% over

$1 0 0 ,000). Contemporary and traditional performances mainly

attracted middle-aged audiences with incomes ranging from

$30,000 to $74,999.

Despite these basic differences, the Department has

developed an audience with some similarities in composition.

For example, all the divisions have attracted a group of people who are 35-49 years old, highly educated, professional and wealthy. The Department, based on the characteristics of its current audiences, should target a segment market that is similar in composition. When buying mailing lists, the Department should choose lists with that composition.

The Asia Society's membership is composed of groups of people who are already interested in Asia. Based on the survey, they have actively attended events; approximately 59 one third of the audiences were composed of The Asia

Society's members. Therefore, members should be a potential market for the Department.

In addition, the survey results showed that over half of the respondents lived in the Manhattan area, 32% of respondents walked to The Asia Society, and 15% of respondents learned about events through The Asia Society's window display. At least part of the current audiences is composed of neighbors. The Department might consider drawing other neighbors as a target market. The Department should conduct further research to find out who might be potential audiences among the neighbors, how much they know about the organization and the events, and what their preferences are, in order to develop appropriate strategies to encourage them to attend events.

Audience development is often concerned with fostering future audiences and future donors through education.140

The survey results showed that the overall percentage of student audiences was 6%; most of these student audiences attended the film and performance events. 21% of the audiences attending the film events were students, performances 11%, while lectures (both general and fine- arts) attracted no students, students constitute a substantial market; they are also the most accessible as

140Ibid. 60 potential long-term audiences.141 To make the overall

audience younger, which will benefit The Asia Society from a

long-term standpoint, the Department should consider using

strategies, such as discounts, to attract students. The

Department should conduct in-depth research to determine who might be interested in the Department's events, how they like the current events presented, what price range they prefer, what the most effective media sources are for students, etc.

Audiences should have an enjoyable experience.142 In the survey, some respondents wanted galleries open at night so that they could attend events and see the exhibit in one visit; they suggested topics for lectures and other programs, such as a political-economic discussion and a food tasting; they complained that some events did not start on time, did not run audio-visual equipment appropriately, and did not have enough in-depth explanations and background information. All these critiques should be considered very carefully by the Department. The Department should consider setting up a box permanently at the auditorium to gather opinions from audiences at every event.

141Robert Schlosser, "Audiences," Market the Arts, compiled and edited by Joseph V. Melillo, (NY: Foundation for the Extension and Development of the American Professional Theatre, 1983), 92.

142Ibid. 61

In addition, the box office receives a number of phone

calls every day and would be a good source of information

about the preferences and characteristics of the audiences.

The Department should continue using the box office to

obtain audience information by listening to reactions and opinions, and asking relevant questions such as personal data, and media sources.

Based on the 1987 Fall Season Brochure of The Asia

Society, the Department basically organizes programs separately in its three divisions. Each division tries to present events interestingly by using different approaches.

The film division, for example, organizes several films together by specific topics, with a discounted series ticket price. The performance division presents its programs alone, sometimes combined with workshops. The lecture division programs one-day symposiums, which gather several lectures under one specific topic. Fine-arts lectures are often programed with demonstrations.

Based on the survey, most members of the audiences attended other events at The Asia Society. In the past 12 months, in the categories of lecture, film, gallery exhibit, traditional performance, and modern performance, 20% of the audience had attended only one kind of event, while 29% attended more than one kind of event. Most audiences were interested in other kinds of events. For example, among 62

different events, the audiences attending special events were interested in gallery exhibits, general lectures, and

traditional performances; the audiences attending general

lectures were interested in gallery exhibits, traditional performances, and fine-arts lectures; the audiences

attending films were interested in gallery exhibits,

traditional performances, and general lectures; the

audiences attending performances were interested in gallery

exhibits, classical films, and contemporary films; the audiences attending fine-arts lecture-demonstrations were

interested in gallery exhibits, general lectures, and traditional performances.

Unlike the commercial sector, the non-profit, culture

industry usually does not design its product to appeal to specific consumer demands. However, non-profit organizations can often use the methods and systems developed by the commercial sector to present their product to selected markets.143 For example, they can analyze their product and determine how the marketplace perceives it, who would and would not buy the product, and what those people need to hear in order to make the purchase; then, they can package the product, price it, establish the manner in which tickets will be sold, and promote the product.144 As

143House, "The Marketing Mix," Market the Arts. 65-75.

144Ibid. 63

indicated by Michael House in Market the Arts, "to increase

the product's potential for success, the arts marketeer

structures the presentation of the product to emphasize the

real benefits for which the selected markets are willing to

make the exchange... without changing the ingredients, only

pointing out its virtues to the public by its successful

package.1,145

To increase frequency of attendance, the Department

should consider packaging its product differently; greater

integration and cooperation in programming amongst the film,

lecture and performance divisions should be considered. In

addition to each division's own programming, the Department

should consider designing a series of films, lectures, and

performances with one specific or similar topic. For

example, the film series, lectures, and performances related to Australia or the Chinese New Year could be programmed together. Integrated programming would allow the Department to offer a more fully developed presentation on a specific topic. Since many of the current audiences are interested in more than one of the Department's events, integrated programming will attract those who are interested both in specific topics and in the events of a specific division to other events.

According to the results of the survey, many

145Ibid., 66. 64

respondents would like to attend receptions, food tasting,

single events, and other social activities. Attendance

might be improved if the Department added social functions

into its events.

In addition to integrated programming, the Department

should consider various sale programs to selected markets in

order to increase attendance. Currently, there is only one

price for each specific event, although prices vary from $5

to $50.146 The Asia Society's members receive a small

discount. Generally, the price for a film series is less,

while traditional performances, lecture-demonstrations or.

Asian fine arts and special events have higher prices. All

planned sale programs should be based on established

objectives, either on expanding and developing audiences or

on maximizing income potential. For instance, with

integrated programming, the Department could arrange

discounted prices for those who purchase tickets for the whole series. Since The Asia Society's members make up a potential audience, the Department might consider enlarging the discount for members in order to encourage more of them to attend. To develop future audiences and donors, student discounts should be considered, because most students cannot afford high prices. Also, a group sale program might be

146The Asia Society 1988 winter season brochure, The Asia Society, New York. 65 useful to encourage student attendance.147

According to Philip Kotler, "Promotion is the development of persuasive communications.1,148 While developing new programs and making them available to target consumers, non-profit organizations must also communicate with and motivate their publics. Communications must be directed to target consumers in order to keep them informed and to promote market exchanges— selling a good or service, attracting members, raising money, or gaining support for a cause.i,?149

The Asia Society's current audiences are the best potential audiences for attending the events of other divisions. Therefore, the Department should consider integrating the promotion for films, lectures, and performances, in order to draw the audiences from one specific kind of event to others. The Department should consider combining in one announcement the events of several different divisions. An oral announcement about coming events made by the staff could also strengthen promotion.

In addition, instead of leaving flyers on a desk as is currently practiced, flyers for different divisions could be inserted in event programs and handed out to the audiences.

147Schlosser, "Audience,” Market the Arts. 92.

148Kotler, Marketing for Nonprofit Organizations. 374.

149Ibid., 353. 66

Flyers of programs from different divisions could be sent

out together to strengthen mailing efforts.

The Department should intensify its publicity efforts

both within and outside The Asia Society. According to the

survey, when coming to attend the event, the audiences also

like to visit The Asia Society's galleries, hook "tore, and

gift shop. The Asia Society itself can be a good source to publicize the programs. The Department should consider

distributing its promotional materials such as flyers and

season brochures in The Asia Society's book store, gift

shop, and galleries. Flyers could be inserted in customer's bags in the book store and gift shop.

The survey indicated that the Department's audience

often attended events at other organizations, including the

Metropolitan Museum of Art, the Museum of Natural History, the Museum of Modern Art, the Cooper-Hewitt Museum, the

Japan Society, the China Institute, the Frick Collection, the Guggenheim Museum, the Morgan Library, the Museum of the

City of New York, the 92nd Street Y, and the Whitney Museum.

Besides sending promotional materials to the mailing lists, these materials could also be dispersed in those arts organizations, and other public places such as libraries, and the cultural departments of New York City. To reinforce promotion to students, attractive materials distributed in student unions and relevant departments in colleges and universities should be considered. In addition, the

Department should consider exchanging its promotional materials with other cultural organizations such as the

China Institute and the Japan Society. For instance, information on the Department’s coming events could be arranged to appear in the publications and event programs of other organizations, and vice versa.

Large numbers of current audiences join other cultural organizations' membership programs, such as the Metropolitan

Museum of Art, the Museum of Natural History, the Museum of

Modern Art, the Cooper-Hewitt Museum, and the Japan Society.

The Department should consider buying mailing lists from these organizations and merging them with its own mailing lists.

According to a report on publicity for 1986-87, the

Department has worked closely with the press and the media.

Information about events has often appeared.150 New York

City area press mentioned the Department's events 374 times totally, including listings and features, with 11 times for fine-arts lecture-demonstrations, 33 for films, and 300 for performances. New York City area radio broadcasts mentioned the events 152 times, twice for lectures and 150 times for performances; television mentioned performances 40 times.151

150Report on publicity 1986-87, the Performances, Films, and Lectures Department, The Asia society, New York.

151Ibid. 68

In an interview with Bonnie Stein, she stated that the

Department has developed very good media relations.152

These successful efforts should be maintained.

As shown in the survey, a large number of audiences

learned about events from The New York Times. The New York

Times is a major media resource in which the Department can promote events, through publicity and advertising. The survey results showed that only 8% of audiences learned about the events from the Village Voice. Other sources used to obtain information about the Department's events included

"others" (13%), which usually heard from friends, the New

Yorker Magazine (12%), the New York Magazine (7%), radio

(4%), television (3%), and the New York Daily News (1%).

The results indicate that The New York Times is a powerful source for promoting events; the efforts made to use The New

York Times should be continued. In order to increase the effectiveness of other media sources, the Department needs to conduct further research on which media sources themselves are effective to promote events, and whether the

Department publicizes its events appropriately through those media sources.

The results of the survey also indicate that the

Department's audiences are a great source of potential donors. Almost half said that if they contributed to The

152Stein, interview by author, 27 April 1988. 69

Asia Society, they would want their gifts to be used for presenting lectures, performances and films, an encouraging picture for the Department's fund-raising. The Department should consider coordinating with the Development Department to plan relevant strategies for fund-raising.

Conclusion

In Strategic Marketing for Nonprofit Organizations.

Philip Kotler and Alan R. Andreasen view marketing as a tool for helping the organization achieve its goals without substituting for the goals themselves.1®3 They regard customer-centeredness as an ideal marketing strategy for non-profit organizations, which will make a maximum contribution to the non-profit organization.154 In the customer-centered philosophy, all marketing analysis and planning begins and ends with the customers; the organization is fully responsive to its customers' needs and wants, and relies heavily on research findings.155

According to Kotler and Andreasen, "Marketing research is the planned acquisition and analysis of data measuring some aspect of the marketing system for the purpose of

153Philip Kotler and Alan R. Andreasen, Strategic Marketing for Nonprofit Organizations. Third Edition, (NJ: Prentice-Hall, 1987), 61.

154Ibid., 52-53.

155Ibid. 70 improving an organization's marketing decisions."156 For a

cultural organization like The Asia society an

Performances, Films, and Lectures Department, research must

start with a better understanding of their current audiences.

In this thesis, an audience survey was used to

identify the characteristics and preferences Qf the

Performances, Films, and Lectures Department's audiences.

Based on the survey results, the thesis reviewed current promotional operations and recommended directions and strategies for establishing an appropriate marketing plan in the future.

The survey results indicate that the Depar: ent has the potential to increase attendance and to improve its ticket sales, once the Department can improve and strengthen its marketing efforts, an increase in audience should be possible.

Recommendations made in this thesis to the

Performances, Films, and Lectures Department of T h e Asia

Society include: (1) maintaining current audiences and encouraging them to attend more events; (2) targeting markets similar to the composition of current audiences, when considering expansion; (3) fostering future audiences and donors through education; (4) understanding the needs of

156Ibid., 201. 71 the audiences for enrichment; (5) packaging the Department's programs; (6) planning various sale programs to selected markets; (7) integrating promotional efforts among the

Department's divisions; (8) strengthening publicity in and outside The Asia Society; and (9) continuing good media relations, especially with The New York Times.

In addition, further and in-depth research is recommended. First, since the current research was based on a survey conducted by The Asia Society, the limitation of the survey, such as the possible unreliability of responses and failure to ask several relevant questions, could have affected the results. The Department should conduct further research on pricing, and media use. When conducting another audience survey, The Asia Society should emphasize question design, sampling and other procedures to avoid misleading results due to incorrect process or biased sampling.

Second, the Department should study the results of The

Asia Society's other marketing research. By combining all the results, the Department can develop better marketing strategies.

Third, The Asia Society should conduct further research bn potential audiences. For example, in-depth research on its neighbors should be considered, and students are another group whom The Asia Society should study further. In summary, to accomplish successful marketing planning, further research is essential. This audience study should be considered only as a beginning for the

Department to plan suitable marketing strategies. APPENDIX A

DISTRIBUTION OF QUESTIONNAIRES

TODAY'S VISIT

1. Which of the following most cloiely describes your MAIN reason for coning here today? ( ) To attend an exhibit/lecture/film/performance (please circle appropriate word) ( ) To bring someone as a visitor/guest ( ) To buy something from the bookstore or gift shop ( ) To look at the permanent collection ( ) Other (Please describe) ______

2. Did your visit to The Asia Society today meet your expectations, were you disappointed, or were your expectations exceeded? ( ) My expectations were met ( ) I was disappointed ( ) It exceeded my expectations

3. Was there something you especially enjoyed?______

4. Anything missing or disappointing?

5. Would you have made this visit here today if it were not for the perfonsance and/or exhibition? ( ) Yes ( ) No

6. Which areas/events did you visit, or do you intend to visit today? (Check those which apply) ( ) Gift shop ( ) Film ( ) Book store I ) Lecture ( ) Galleries ( ) Performance

7. If you visited the galleries, did you think the exhibits have enough explanatory/descriptive materials (signs, labels, brochures), too much material, or too little material? ( ) Enough materials ( ) Too much description/explanation ( ) Too little description/explanation

8. On a scale of 1 to 10 (10 being the highest), how would you rate today's visit/event? (Please circle one)

10 987654321 (Excellent) (poor) 73 Distributed in February, March, 1988 at The Asia Society Events 2b **U E 20 CO Dto WH •H b o % 4J 4J m D a o e •HtO •HC im HtO off OD 9 >3 H O DQ U(0 N CM •H r* in c V d i 4 • > IP MCM CM in r* Bio do HO O S DO DM OO H 0o> 10 2 THE QUESTIONNAIRE * ^>1 Hr* rH CM in APPENDIX B

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GRAND TOTAL 851 242* 28% 2564 (9%) ASIA SOCIETY MEMBERSHIP

1. Are you a member of The Asia Society? I ) Yes ( ) No

2. If yes, for how long? ( ) 1 year or less I ) 2-5 years 1 ) 6 years or nore

3. If no, would you consider joining? ( ) Yes ( ) n o

4- How many tines would you say you came to The Asia Society during the past 12 months? ( ) 1-2 tines ( ) 3-5 tines ( ) 6-10 tines ( ) More than 10 tines ( ) Never C ) Not sure

5. Which of these institutions are you a member of? Which (whether a member or not) do you visit often? Go there Member Often American Museum of Natural History ______Americas Society ~ Center for African Art ~ China Institute ~ Cooper-Hewitt Museum ~ ~ Frick Collection ~ Guggenheim Museum ~~ Japan Society ~ Jewish Museum . ~ ______Metropolitan Museum of Art ~ Morgan Library ~ ~ Museum of the City of New York ~ Museum of Modern Art ~ ~ 92nd Street Y Whitney Museum ~ Other (Please specify)^ 76

In the past 12 months, about how many of the following events have you attended at The Asia Society? No. o f Lectures Films Gallery exhibits _____ Traditional Asian dance/ousic/performance _____ Modern Asian dance/music/performance Not sure _____ -None

What features of The Asia Society do you like-VERY HELL? (Check all that apply: ( ) Lectures i ) Gift shop ( ) Films ( ) General ambience ( ) Gallery exhibits ( ) Traditional Asian dance/music/performance ( ) Book store ( ) Modern Asian dance/music/performance ( ) Docents (tour guides)

On a scale of 1 to 10 (10 being the highestl, how would you rate the MOST RECENT of each of the following events you have attended at The Asia Society? (if none attended, please leave blank) Lecture Film Modern Asian dance/music/performance Gallery exhibit Traditional Asian dance/music/performance 77

FUTURE EVENTS

1. would you be interested in attending other event* at The Asia society? ( ) Ye* ( ) No

2. if ye*, check those events which would be the most interesting to you: ( ) Asian art exhibitions ( ) Contemporary Asian dance/music/performance ( ) Traditional Asian dance/music/performance ( ) Lectures on Asian art ( ) General or specific interest lectures ( ) Contemporary Asian films ( ) Classic Asian films

3. Is there something not listed above that especially interests you?

4. F o r which of the following reasons do you think you might come to The Asia Society more often? (Check as many as apply) ( ) If there were more information available on exhibits and events C ) If the Galleries were open in the evenings ( ) If the location were more convenient

Here are some exhibitions we are thinking of doing. Which one of them sounds M O S T interesting to you? (Please check only one) ( ) Imperial Enamels: Chinese Cloisonne from the Collection of Pierre Uldry ( ) Power and Gold: Jewelry from Indonesia, Malaysia and the Philippines ( ) The Spiritual Art of Bhutan ( ) Japanese Ghosts and Demons: Art of the Supernatural ( ) The Court Arts of Indonesia

6. Kith respect to the scheduling of events (performances, films, lectures) in the summer months -- June, July, and August — what hours would suit you best? (Check as many as apply) D»y of week Time of dav ( ) Monday ( ) Morning ( ) Tuesday ( ) Lunchtime ( ) Wednesday ( ) Early afternoon ( ) Thursday ( ) Late afternoon ( ) Friday ( ) Evening ( ) Saturday ( ) Sunday

7 Khat-kindKhat- of rscheduierschedule»would. »w you.prefer for the rest of the year, r.e. September through May? ( ) Monday ( ) Morning ( ) Tuesday ( ) Lunchtime ( ) Wednesday I ) Early afternoon ( ) Thursday • ( ) Late afternoon ( ) Friday ( ) Evening ( ) Saturday ( ) Sunday

B. W o u l d you be interested in group travel to Asia under our auspices? ( ) Yes ( > No 78

9. If you were to contribute to The Asia Society, what would you want your gift to be used for? (Check all that.apply) ( ) General support ( ) Teaching people about Asian art and culture ( ) Additional exhibitions ( ) Presenting lectures, performances, and films C ) Enlarging 'the gallery areas ( ) Other (please specify) ______

10. Would you suggest anything we could do to improve the programs and services of The Asia Society? ______79

MAY WE KNOW A LITTLE ABOUT v n m

1. Male C ) Female ( )

2. Kow old are you? ' * Under 16 16 - 20 years 21 - 34 years 35-49 years 50 - 64 years 65 years and over

3. What is your education? No formal schooling Less than high school education High school graduate Some college education 4-year college graduate Graduate school or post-graduate degree (si

4. Khat is your job or occupation? ‘ Clerical (administrative, secretarial, Managerial (executive, proprietor, m a n a g e rial., etc.) professional (doctor/lavyer/teacher/professor) Creative professions (arts, writer, designer, theater. Homemaker p.etired Student Technical (computer, sales, etc.) Worker (skilled, non-skilled labor) Other (please describe) ______

5. What is the approximate yearly income of your household before taxes ( ) Under $10,000 C ) $10,000 to $29,999 ' ( ) $30,000 to $49,999 ( ) $50,000 to $74,999 ( ) $75,000 to $99,999 ( ) $100,000 and over

Where do you live? ) Manhattan Brooklyn Queens Bronx ' Staten Island Suburban New York, New Jersey, or Connecticut Another state in the US (Please print) ______) Another country (Please print)

7. Have you traveled to Asia? * ( ) Yes ( ) ;io

Have you lived in Asia? I ; Yes • ■ 80

9. Where do you got .information on what ia happening at The Asia Society? (Chock as aany os apply) Asia society Events Brochure Asia Society Newsletter Asie Society special Mailings Tha New York Tines NY Daily News NY Post Village Voice Other newspaper •(Please print) ______New Yorker Magazine New York Magazine Other Magazine(s) (Please print) Tourist leaflets/hotel information Television . Radio Other (Please p r i n t ) ______Alia Society windows None of the above

10. List all that apply: Do you come to The Asia Society by: Subway Bus Taxi Car Walk (except from subway or bus stop)

If you care to do so, please fill in below:

Name______.______

Address

City State Zip

Telephone ( )

(Check as many as apply) I would like .toreceive, special -mailings:on programs-in:

__GALLERIES PERFORMING ARTS FILMS

LECTURES TRAVEL

I am particularly interested in the following Asian countries:

Please send me information about membership. APPENDIX C

SURVEY STATISTICS

TODAY * S VISIT

Ql. Which of the following most closely describes your MAIN reason for coining here today?

95% - To attend a event 2% - To bring someone as a visitor/quest 0% - To buy something from the book store or gift shop 1% - To look at the permanent collection 3% - Others

Q2. Did your visit to The Asia Society today meet your expectations, were you disappointed, or were your expectations exceeded?

57% - My expectations were met 12% - I was disappointed 28% - It exceeded my expectations 3% - No answer

AAPercentage by five different kinds of events:

Special Events: 68% - My expectations were met 14% - I was disappointed 28% - It exceeded my expectations

General Lectures: 50% - My expectations were met 8% - I was disappointed 43% - It exceeded my expectations

Films: 65% - My expectations were met 2% - I was disappointed 33% - It exceeded my expectations

Performances: 53% - My expectations were met 0% - I was disappointed 47% - It exceeded my expectations

81 82

Fine-Arts Lectures-Demonstrations: 54% - My expectations were met 28% - I was disappointed 17% - It exceeded my expectations

Q3. Was there something you especially enjoyed?

Open-ended question, see Appendix D.

Q4. Anything missing or disappointing?

Open-ended question, see Appendix D.

Q5. Would you have make this visit here today if it were not for the performance and/or exhibition?

5% - Yes 93% - No 2% - No answer

Q6. Which areas/events did you visit, or do you intend to visit today?

32% - Gift shop 26% - Film 54% - Book store 57% - Lecture 20% - Galleries 31% - Performance

Q7. If you visited the galleries, did you think the exhibits have enough explanatory/descriptive materials, too much materials, or too little materials?

33% - Enough materials 2% - Too much description/explanation 3% - Too little description/explanation 62% - No answer

Q8. On a scale of 1 to 10 (10 being the highest), how would you rate today's visit/event?

35% - 10 (Excellent) 3% - 5 19% - 9 2% - 4 19% - 8 3% - 3 10% - 7 0% - 2 6% - 6 1% - l(poor)

AAPercentage by five different kinds of events:

Special Events: (average rating: 8.0) 29% - 10 (Excellent) 2% - 5 83

19% - 9 3% — 4 20% - 8 3% — 3 42% - 7 0% - 2 5% - 6 2% — l(poor)

General Lectures: (average rating: 9. 3) 62% - 10(Excellent) 3% - 5 21% - 9 0% — 4 10% - 8 0% — 3 4% - 7 0% — 2 3% - 6 0% - l(poor)

Films: (average rating: 8.8) 42% - 10(Excellent) 0% 5 16% - 9 0% — 4 30% - 8 0% — 3 13% - 7 0% — 2 5% - 6 0% - l(poor)

Performances: (average rating: 9.1) 44% - 10(Excellent) 0% - 5 28% - 9 0% — 4 28% - 8 0% — 3 0% - 7 0% — 2 0% - 6 0% - l(poor)

Fine-arts Lecture-Demonstrations: (average rating 7. 0) 17% - 10(Excellent) 7% 5 15% - 9 5% — 4 14% - 8 9% — 3 42% - 7 2% — 2 14% - 6 0% - l(poor)

ASIA SOCIETY MEMBERSHIP

Ql. Are you a member of The Asia Society?

36% - Yes 63% - No 1% - No answer

AAPercentage by five different kinds of events:

Special Events: 49% - Yes 51% - No

General Lectures: 84

40% - Yes 61% - No

Films: 14% - Yes 86% - No

Performances: 17% - Yes 83% - No

Fine-arts Lecture-Demonstrations: 51% - Yes 49% - No

Q2. if yes, for how long? (* valid percentage: ignoring no answers)

27% - 1 year or less 36% - 2-5 years 37% - 6 years or more

AApercentage by five different kinds of events:

Special Events: 35% - 1 year or less 41% - 2-5 years 24% - 6 years or more

General Lectures: 6% - 1 year or less 44% - 2-5 years 50% - 6 years or more

Films: 50% - 1 year or less 17% - 2-5 years 33% - 6 years or more

Performances: 17% - 1 year or less 67% - 2-5 years 17% - 6 year or more

Fine-arts Lecture-Demonstrations: 28% - 1 year or less 24% - 2-5 years 48% - 6 years or more

Q3. if no, would you consider joining? (*valid percentage: 85

72% - Yes 28% - No

AAPercentage by five different kinds of events:

Special Events: 68% - Yes 32% - No General Lectures: 64% - Yes 36% - No

Films: 77% - Yes 23% - No

Performances: 71% - Yes 29% - No

Fine-arts Lecture-Demonstrations: 75% - Yes 25% - No

Q4. How many times would you say you came to The Asia Society during the past 12 months?

28% - 1-2 times 12% - More than 10 times 36% - 3-5 times 10% - Never 12% - 6-10 times 1% - Not sure 2% — No answer AAPercentage by five different kinds of events:

Special Events: 25% - 1-2 times 17% - More than 10 times 34% - 3-5 times 9% - Never 13% - 6-10 times 2% — Not sure

General Lectures: 26% - 1-2 times 14% - More than 10 times 36% - 3-5 times 12% - Never 12% - 6-10 times 0% — Not sure Films: 31% - 1-2 times 7% - More than 10 times 36% - 3-5 times 7% - Never 14% - 6-10 times 5% - Not sure Performances: 86

34% - 1-2 times 9% - More than 10 times 43% - 3-5 times 14% - Never 0% - 6-10 times 0% - Not sure

Fine-arts Lecture-Demonstrations: 27% - 1-2 times 12% - More than 10 times 36% - 3-5 times 9% - Never 17% - 6-10 times 0% - Not sure

Q5. Which of these institutions are you a member of? Which do you visit often?

Processed manually, see Appendix D.

Q6. In the past 12 months, about how many of the following events have you attended at The Asia Society?

20% - Attended only one kind of event 10% - Attended two kinds of events 9% - Attended three kinds of events 8% - Attended four kinds of events 2% - Attended five kinds of events 49% - No answer at all 12% - None 10% - Not sure

Lectures: (average 2.9 times) 19% - once 3% - 4 times 12% - twice 11% - 5 times and more 5% - 3 times 51% - No answer

Films: (average 3.7 times) 16% - once 3% - 4 times 8% - twice 6% - 5 times and more 5% - 3 times 63% - No answer

Gallery exhibits: (average 2.1 times) 21% - once 3% - 4 times 15% - twice 3% - 5 times and more 12% - 3 times 48% - No answer

Traditional Asian performances: (average 1.6 times) 18% - once 2% - 4 times 7% - twice 0% - 5 times and more 3% - 3 times 70% - No answer 87

Modern Asian performances: (average 1.4 times) 10% - once 0% - 4 times 3% - twice 0% - 5 times and more 1% - 3 times 86% - No answer

Q7. What features of The Asia Society do you like VERY WELL? 55% - Lectures 30% - Gift shop 43% - Films 45% - General Ambience 53% - Gallery exhibitions 39% - Traditional 62% - Book store performances 15% - Modern performances 6% - Docents

Q8. On a scale of 1 to 10 (10 being the highest), how would you rate the MOST RECENT of each of the following events you have attended at The Asia Society? Lecture: 17% - 10 (excellent) 7% - 7 7% - 9 4% - 6 13% - 8 8% - 5 and less 44% - NO answer (poor)

Films 13% - 10 (excellent) 5% - 7 2% - 9 3% - 6 11% ~ 8 2% - 5 and less 64% - No answer (poor)

Gallery exhibit: 18% - 10 (excellent) 7% - 7 7% - 9 3% - 6 18% - 8 1% - 5 and less 50% - No answer (poor)

Modern Asian performance: 7% - 10 (excellent) 0% - 7 1% - 9 0% - 6 4% - 8 3% - 5 and less 84% - No answer (poor)

Traditional Asian performance: 12% - 10 (excellent) 2% - 7 6% - 9 2% - 6 8% - 8 2% - 5 and less 69% - No answer (poor) **By valid percentage (excluding non-repliers):

Lecture: (135 repliers) 30% - 10 (excellent) 13% 7 13% - 9 7% 6 23% - 8 16% 5 and less (poor)

Film: (88 repliers) 35% - 10 (excellent) 14% 7 6% - 9 9% 6 30% - 8 6% 5 and less (poor)

Gallery exhibit: (122 repliers) 35% - 10 (excellent) 13% 7 15% 9 7% 6 26% 8 5% 5 and less (poor)

Modern Asian performance: (40 repliers) 45% - 10 (excellent) 3% - 7 5% - 9 3% - 6 25% - 8 20% - 5 and less (poor)

Traditional Asian performance: (75 repliers) 37% - 10 (excellent) 7% - 7 19% - 9 5% - 6 25% - 8 6% - 5 and less (poor)

FUTURE EVENTS

Would you be interested in attending other events at The Asia Society?

96% - Yes 1% - No 3% - No answer

If yes, check those events which would be the most interesting to you?

74% - Asian art exhibitions 34% - Contemporary Asian performances 57% - Traditional Asian performances 49% - Lectures on Asian art 59% - General or specific interest lectures 54% - Contemporary Asian films 51% - Classic Asian films

AAPercentage by five different kinds of events

Special Events: 70% - Asian art exhibitions 30% - Contemporary Asian performances 55% - Traditional Asian performances 52% - Lectures on Asian art 63% - General or specific interest lectures 52% - Contemporary Asian films 43% - Classic Asian films

General Lectures: 56% - Asian art exhibitions 23% - Contemporary Asian performances 51% - Traditional Asian performances 51% - Lectures on Asian art 70% - General or specific interest lectures 49% - Contemporary Asian films 49% - Classic Asian films

Films: 75% - Asian art exhibitions 43% - Contemporary Asian performances 54% - Traditional Asian performances 30% - Lectures on Asian art 48% - General or specific interest lectures 91% - Contemporary Asian films 77% - Classic Asian films

Performances: 75% - Asian art exhibitions 58% - Contemporary Asian performances 92% - Traditional Asian performances 33% - Lectures on Asian art 42% - General or specific interest lectures 53% - Contemporary Asian films 61% - Classic Asian films

Fine-arts Lecture-Demonstrations: 88% - Asian art exhibitions 23% - Contemporary Asian performances 48% - Traditional Asian performances 68% - Lectures on Asian art 66% - General or specific interest lectures 34% - Contemporary Asian films 34% - Classic Asian films 90

Q3. Is there something not listed above that especially interests you?

Open-ended question, see Appendix D.

Q4 . For which of the following reasons do you think you might come to The Asia Society more often?

24% - If there were more information available on exhibits and events 31% - if the Galleries were open in the evenings 12% - If the location were more convenient

Q5 . Here are some exhibitions we are thinking of doing. Which of them sounds MOST interesting to you?

16% - Imperial Enamels 15% - Power and Gold 24% - The Spiritual Art of Bhutan 22% - Japanese Ghosts and Demons 6% - The Court Arts of Indonesia

Q6. With respect to the scheduling of events in the summer months— June. July, and August— what hours would suit you best?

39% - Monday 11% - Morning 45% - Tuesday 14% - Lunchtime 48% - Wednesday 31% - Early afternoon 51% - Thursday 36% - Late afternoon 43% - Friday 74% - Evening 46% - Saturday 45% - Sunday

Q7 . What kind of scheduling would you prefer for the rest of the year. i . P . . September through Mav?

35% - Monday 13% - Morning 41% - Tuesday 12% - Lunchtime 40% - Wednesday 33% - Early afternoon 45% - Thursday 40% - Late afternoon 46% - Friday 74% - Evening 55% - Saturday 53% — Sunday

Would you be interested in group travel to Asia under our auspices?

48% Yes 44% — No 91

9% - No answer

Q9. If you were to contribute to The Asia Society, what would you want your gift to be used for?

35% - General support 35% - Teaching people about Asian art and culture 19% - Additional exhibitions 48% - Presenting lectures, performances, and films 6% - Enlarging the gallery areas 3% - Others

Q10. Would you suggest anything we could do to improve the programs and services of The Asia Society? Open-ended question, see Appendix D.

MAY WE KNOW A LITTLE ABOUT YOU? Ql. 33% - Male 61% - Female 7% - No answer

AApercentage by five different kinds of events:

Special Events: 24% - Male 76% - Female

General Lectures: 29% - Male 71% - Female

Films: 48% - Male 52% - Female

Performances: 49% - Male 51% - Female

Fine-arts Lecture-Demonstrations: 32% - Male 69% - Female

Q2. How old are you?

0% - Under 16 0% 16-20 years 25% - 21-34 years 37% - 35-49 years 21% 50-64 years 13% - 65 years and 5% - No answer

AApercentage by five different events:

Special Events: 0% - Under 16 0% - 16-20 years 21% - 21-34 years 52% - 35-49 years 20% - 50-64 years 7% - 65 years and over

General Lectures: 0% - Under 16 0% - 16-20 years 13% - 21-34 years 41% - 35-49 years 28% - 50-64 years 18% - 65 years and over

Films: 0% - Under 16 2% - 16-20 years 57% - 21-34 years 30% - 35-49 years 11% - 50-64 years 0% - 65 years and over

Performances: 0% - Under 16 0% - 16-20 years 31% - 21-34 years 40% - 35-49 years 20% - 50-64 years 9% - 65 years and over

Fine-arts Lecture-Demonstrations: 0% - Under 16 0% - 16-20 years 12% - 21-34 years 30% - 35-49 years 28% - 50-64 years 30% - 65 years and over

What is your education?

0% - No formal schooling 0% - Less than high school education 2% - High school graduate 10% - Some college education 26% - 4-year college graduate 59% - Graduate school op post-graduate degree 4% - No answer AAPercentage by five different kinds of events:

Special Events: 0% - No formal schooling 0% - Less than high school education 0% - High school graduate 7% - Some college education 23% - 4-year college graduate 70% - Graduate school or post-graduate degree

General Lectures: 0% - No formal schooling 0% - Less than high school education 5% - High school graduate 15% - Some college education 18% - 4-year college graduate 63% - Graduate school or post-graduate degree

Films: 0% - No formal schooling 0% - Less than high school education 0% - High school graduate 9% - Some college education 30% - 4-year college graduate 61% - Graduate school or post-graduate degree

Performances: 0% - No formal schooling 0% - Less than high school education 3% - High school graduate 6% - some college education 34% - 4 -year college graduate 57% - Graduate school or post-graduate degree

Fine-arts Lecture-Demonstrations: 0% - No formal schooling 2% - Less than high school education 2% - High school graduate 12% - Some college education 30% - 4-year college graduate 54% - Graduate school or post-graduate degree

What is your job or occupation?

4% - clerical 20% - Managerial 31% - professional 13% - creative professions 2% - Homemaker 10% - Retired 94

6% - Student 3% - Technical 0% - Worker 5% - Other

AApercentage by five differen

Special Events: 9% - Clerical 25% - Managerial 42% - Professional 14% - Creative professions 2% - Homemaker 4% - Retired 2% - Student 2% - Technical 0% - Worker 2% - Other

General Lectures: 5% - Clerical 35% - Managerial 25% - Professional 8% - Creative professions 0% - Homemaker 15% - Retired 0% - Student 3% - Technical 0% - Worker 10% - Other

Films: 5% - Clerical 9% - Managerial 42% - Professional 16% - Creative professions 0% - Homemaker 0% - Retired 21% - Student 3% - Technical 0% - Worker 5% - Other

Performances: 0% - Clerical 17% - Managerial 26% - Professional 20% - Creative professions 0% - Homemaker 11% - Retired 95

11% - Student 9% - Technical 0% - Worker 6% - other

Fine-arts Lecture-Demonstrations: 2% - Clerical 20% - Managerial 26% - Professional 13% - Creative professions 7% - Homemaker 24% - Retired 0% - Student 2% - Technical 0% - worker 7% - other

Q5. What is the approximate yearly income of your household before taxes?

3% - Under $10,000 16% - $10,000 to $29,999 24% - $30,000 to $49,999 20% - $50,000 to $74,999 12% - $75,000 to $99,999 16% - $100,000 and over 10% - No answer

AAPercentage by five different kinds of events:

Special Events: 0% - Under $10,000 17% - $10,000 to $29,999 26% - $30,000 to $49,999 17% - $50,000 to $74,999 13% - $75,000 to $99,999 28% - $100,000 and over

General Lectures: 0% - Under $10,000 10% - $10,000 to $29,999 38% - $30,000 to $49,999 30% - $50,000 to $74,999 15% - $75,000 to $99,999 8% - $100,000 and over

Films: 10% - Under $10,000 38% - $10,000 to $29,999 18% - $30,000 to $49,999 96

20% - $50,000 to $74,999 8% - $75,000 to $99,999 8% - $100,000 and over

Performances: 6% - Under $10,000 14% - $10,000 to $29,999 29% - $30,000 to $49,999 31% - $50,000 to $74,999 17% - $75,000 to $99,999 3% - $100,000 and over

Fine-arts Lecture-Demonstrations; 0% - Under $10,000 12% - $10,000 to $29,999 22% - $30,000 to $49,999 18% - $50,000 to $74,999 16% - $75,000 to $99,999 32% - $100,000 and over

Q6. Where do you live?

55% - Manhattan 5% - Brooklyn 9% - Queens 3% - Bronx 1% - Staten Island 20% - Suburban New York, New Jersey, or Connecticut 3% - Another state in the US 0% - Another country 4% - No answer

Q7. Have you traveled to Asia?

67% - Yes 29% - No

Q8. Have you lived in Asia?

22% - Yes 74% - NO 4% - No answer

Q9. Where do you get information on what is happening at The Asia Society?

63% - Asia Society events brochure 35% - Asia Society newsletter 36% - Asia Society special mailings 43% - The New York Times 97

1% - NY Daily News 0% - NY Post 8% - Village Voice 2% - Other newspaper 12% - New Yorker Magazine 7% - New York Magazine 0% - Other Magazine 0% - Tourist leaflets/hotel information 3% - Television 4% - Radio 13% - Other 15% - Asia Society windows 1% - None of the above

Q10. List all that apply: Do you come to The Asia Society by:

43% - Subway 30% - Bus 22% - Taxi 21% - Car 32% - Walk APPENDIX D

RESULTS FROM OPEN-ENDED QUESTIONS

Today's visit

Q3. Was there something you especially enjoyed?

#1- Special Event/ Japanese Cuisine Program: -speakers (3) -contents (4) -authenticity -food -topic (i) Service: -comfortable facilities and enough staff

#2- Special Event/ American & Indian Symposium Program: -contents (performance) (7) -speakers (9) -fresh OJ at intermission

#3 & f4- Lecture/ President's Forum Program: -contents: general (4) -contents: Ved Metha's presentation (12) -contents: Japanese subj ects -speakers (3) Bookstore Exhibition of Buddhist Art

#5- Film/ Sayeh Haye Bolande Program: -film (4) -discussion with filmmaker Bookstore General: -the girl to his right

#6- Film/ Seven Samurai Program: -film (Taking Refuge in l .A. & A. Sarirs) (6) -film (Shichinin no Samaurai)

98 99

-film & snack (The Kurosawa) (4) -intermission -film (The Seven Samurai)

#7- Performance/ Music from Japan Program: -Japanese music marathon & buffet, John Cage (15) Service: -pleasant clean friendly atmosphere (2) -good theater (2) Exhibition: -Vietnamese temple photos

#8- Lecture/ Chinese Martial Arts Program: -the whole thing (excellent) -speaker (3) -reception (2) -kung-fu display

#9- Fine Arts/ Lost Asian Empires Program: -speaker: Forest McGill (15) -speaker on Burma (2) -speaker on Arikri Wat -head of discussion -contents of all 3 lectures were interesting (3) -hearing a good lecture and seeing good friends -extra unexpected exhibit -the refreshments -the authoritative rather than popular mass culture atmosphere -ceramic exhibit -one of 3 lectures was most enjoyable, fit program description Bookstore (3) Gift shop

#10- Special Event/ Discover Korea Program: -Korea symposium and workshops (10) -Sanjukta Panigrahi -political economic discussion Exhibition: -permanent collection docent

#11- Performance/ Odissi Dance Program: -dance/dancer (9) -music 100

#12- Fine Arts/ Korean Ceramics Program: -lecture by Professor from Sarah Lawrence (2) -"hand-on" demonstration (5) -enthusiasm of Korean potters (2)

Q4. Anything missing or disappointing?

#1- Special Event/ Japanese Cuisine Program: -contents (from culture & esthetics) (2) -not enough food for all to sample -crowd too large -too short -too long and detailed (2) -the reception was too short (2) Service: -coat room service inadequate (2) -waiting (standing) for opening -inadequate supplies for the audience (for Shobori dying course)

#2- Special Event/ American & Indian Symposium Program: -format dry and conventional (3) -speakers (9) -terrible slides (should be visual and show it right) -too long at question & answer periods -ran out of bibliographies (2)

#3 & #4- Lecture/ President's Forum Program: -not enough time to see galleries after the lecture -contents: the interview directed too many questions at opinions rather than experiences -contents: Oxnam talked too much about himself -speaker (donsul general) -contents: lack of depth of "understanding the Iranian revolution" Service: -volunteer behavior -difficult to hear the lecturer -waited too long to be seated Bookstore: -understaff

#5- Film/ Sayeh Haye Bolande 101

Program: -quality of film (3) -interview with filmmaker -lost of sound (3) -children not admitted -captions in film inadvertently reversed Service: -the way The Asia Society runs the programs

#6- Film/ Seven Samurai Program: -not notified of rescheduling films -program to begin on time -kurosawa lecture could have been more specific Service: -did not get a chance to get refreshments

#7- Performance/ Music from Japan Program/service: -Japanese buffet closed too early -not having tickets to sell until after program had begun -rushing guests in and out of the hall & buffet (4) -lack of audience participation (2) -the hall is too cold

#8- Lecture/ Chinese Martial Arts Exhibition: -closed at night (like to see performance and exhibits at one visit)

#9- Fine Arts/ Lost Asian Empires Program: -two speakers make little effort to address audience: Dr. Woodward too erudite, Hurtington badly prepared (15) -slides were dated (5) -speaker on Tibet (3) -3rd lecture very poorly prepared (2) -Hurtington's lack of rapport (2) ; poorly prepared (3) -refreshments break too crowded -refreshments -1st lecture was terrible -some of the lectures (2) -speaker on Angkor very bad (2) -Woodward poor speaker -3 lectures were too many for lecture -thought speakers would be better speakers 102

# 1 0 - Special Event/ Discover Korea Program: -poor quality of Korean lunch (4) -poor lecture (time constraint and in depth) (2) -would like to attend both workshops Service: -event not on time (2) -place is cold -overpriced

#11- Performance/ Odissi Dance Service: -the door should open earlier -concert start late -tickets were sold out; has to stand to see performance; has to watch a video (2) -no vending machine in the building

# 12- Fine Arts/ Korean Ceramics Program: -slides: if they had indicated size -introductory lecture was too long -the time allotted was not enough to do justice to all 3 potters Service: -start late -bad slide lighting and display and sound system inadequate (2) 103

Future Events

Q 3 . Is there something not listed above that especially interests you?

-More lectures directly related to exhibits/galleries -Current events from viewpoint of historians and journalists (4) -More seminars like the textile seminars of 2-3 years ago. Also, calligraphy, ceramics, embroidery. (8) -Members' reception with Asian scholars, consuls, writers, etc. -Tours of Asian countries put together by The Asia Society (2) -An exchange of information with other organizations such as the China Institute or the Japan society -Photographic exhibits -Lectures on contemporary culture (2) -Asian architecture (3) -More on Asian culture in America along the lines of "Taking Refuge in L.A." -Asian customs past and present and philosophy (3) -Singles events and other social activities -Food tasting, cooking demonstrations (7) -A festival in the park -Films on sociocultural topics -Demonstration of modern Asian martial art (3) -Travel information -More lectures by Asian authors (4) -Films for children -Archeology -Iran focus programs -Tang art, Han art -The Mallory & Irvine lecture/film -Program of walking tours of Asian neighborhoods in NYC and NJ -Lectures on language -Gardening and design in China

Q10. Would you suggest anything we could do to improve the programs and services of The Asia Society?

-Refreshment breaks overcrowded. Move to e i g h t h floor? (7) -Mailings erratic (4) -Dating of events needs to be improved -More general courses/lectures such as you had in the early period of the new building (2) -More educational films relating to the exhibits -Make programs available on film for schools and 104

organizations outside NYC -Informational classes o n South Korea, Vietnam, and Kampuchea -Check quality of speakers before inviting them (11) -Go back to the type of programs you had before the move, you have diluted the integrity of your programs in order to rea c h a wider audience (2) -More morning and lunchtime events during the week • , -In-depth(4> lectures on specific Asian countries -Poor office organization. Did not receive proper instructions for events. (2) -Ability to reserve space for dance/music performances -More events, more often -Staff/volunteers ignorant and indifferent (4) -Earlier opening of auditorium doors (2) -Stairways should be cleared of people, coats, etc. -Make sure audiences are quieter during lectures -Have events in Connecticut -Organize luxurious, expensive tours -More lectures on current culture/lifestyle (4) -Give more attention to some of the small Asian countries, 4i.e. Burma, Cambodia, Nepal -More emphasis on : (1) Zoroastrian beliefs/culture in India and Iran. (2) The unexpected influences on those W. Asian religions, Judaism and Islam, by areas to the East of Israel and Arabia. (i.e. Iranian shaping of early rabbinic mystical Judaism, the Sufis, the elements and input of Manichean religion) (3) A loo, a t the tribal world views and animistic beliefs of peoples in the mountains of S.E. China, Northern S. East Asia, Indonesian Islands, and N.E. India. -Could use help in planning work/study opportunities in Asia: contacts and funding -Could you interest public television in shows about more of your programs and exhibitions? -Repetition of programs at different times and dates for those who are unable to attend one-time offerings* -Improve the quality of t h e film -Please publish books and special articles about Asian cultures to familiarize American audiences and prompt them to visit Asia -Have an expanded list of Asian overachievers who are moving their careers in the United States and use them to reach your office bearers and trustees list -Please consider continuing UNESCO's former efforts to publish of record material that is disappearing 105

-Sell more moderately-priced jewelry in gift shop, especially from India (2) -Keep the galleries open at night (3) -Keep public areas such as restrooms clean and well- stocked -Have more "traditional" dance and music programs -Programs should have more in-depth explanations and background information (3) -Have more than one dancer in dance recitals -Have notes in gift shop to explain craft items' meaning and use -Have a list of those who participate in lecture series -Have more programs on ancient arts and religions -Programs should have a participatory segment, i.e. calligraphy workshop -Publish accounts of symposia, lectures, etc. -Have saturday/Sunday dance programs (7) -Need better integration between lecture and performance (2) -Better run lecture programs that start on time and not run late (2) -Have bibliographies and other materials in adequate supply -Have a program that links folk aspect to high art aspect of Asian art/culture festivals -Parking facilities -Catalog books in bookstore with a computer and label bookshelves better so books can be found more easily -More lectures on political and economic topics (3) -Membership is too costly with the program supplements (4) -Provide a more ethnic program of services to encourage Asians to attend events (2) -have visits to Asian communities in NYC and ask leaders to lecture -Events start too early for Wall Street people to make it -Singles events -The Asia Society needs higher visibility (2) -Bring the old library back (2) -Open food concession stands during the summer -More general spaces for people -Expand exhibition and increase the collection (2) -Add more structure to the open events -Lecture on Asian-American immigration -Low-cost programs to enlighten young children about Asian cultures -Better quality for dance and music performances 106

-More films -More topics dealing with Iran -Discount student membership -Better lighting -Stay open late one night until 9 pm -Asian folktale films (2) -Eric Barnonn on Indian forms and Japanese films -Netsake -More Asian participation in upper management -Prices for the events are too high (4) -More publicity should be given to performances, especially student performances -Have another Haiku writing contest -Bookstore should stock records in conjunction with the events -Serve Asian food at the receptions -Prefer single lectures on misc. subjects -More ventilation downstairs -Offer ongoing classes in various areas of study, or classes with a particular artist that is performing -Feature Indonesian dances -Have a video library of performing arts, culture, etc. -Liven up the walls with Balinese masks, Rajasthan textiles -Improve quality and price of lunches (3) -Asian art workshop for Art teachers -Exhibits of Vietman, Khmer, and Indonesia -Send out a list of possible special programs to gather information on interests of patrons -The Asia Society is one of my favorite places. You are doing everything well. (2) 107

All / #1-#12 (242)

05. Institutions: Member Go there often Museum of National Hist. Number t Number % 75 31% 68 28% Americas Society 1 0% 2 1% Center for African Art 4 2% 12 5% China Institute 12 5% 26 11% Cooper-Hewitt Museum 35 14% 39 16% Frick collection 6 2% 36 15% Guggenheim Museum 4 2% 34 14% Japan Society 25 10% 38 16% Jewish Museum 9 4% 19 8% Metropolitan Museum 81 33% 139 57% Morgan Library 5 2% 53 22% Museum of the City of NY 10 4% 24 10% Museum of Modern Art 59 24% 64 26% 92nd Street Y 17 7% 51 21% Whitney Museum 9 4% 41 17% Others (describe): T8M 0 n» 2 1* NY Zoological Soc. 2 1% 3 1% ywrs ni 2 1% Brooklyn Museum 5 2% 9 4% * 2» is Abiguil Adams Smith Museum 1 0% 1 0% fJY Hot-»n-i^■ 1 Bir/iMi ■> i% 1 0% Alliance Francaise 3 1% 1 0% NY Public Library 6 2% 4 2% Carnegie Hall 2 1% 3 1% Urasenke Soc. 1 0% 0 0% Bronx County Hist. Soc. 1 0% 0 0% Horticultural Soc. of NY 1 0% 0 0% The Municipal Art Soc. of NY 1 0% 0 0% Staten Island Ins. of Ass 1 0% 0 0% Museum of American India 3 1% 1 0% Fhila. Museum of Natl. Science 1 0% 1 0% Phila. Museum of Art 2 1% 1 0% Phila. B.F. Science Museum 1 0% 1 0% Phila. Zoological Soc. 1 0% 0 0% Phila. Please Touch Museum 1 0% 1 -0% Audubon Soc. 1 0% 0 0% 108

#1-#12 (242) '

Number % Number t NY Open Center 0 ot 1 Ot South St. Seaport 2 It 2 It AIVF 0 0% 1 ot Craft Museum 0 0% 1 ot Intematl. Center of Photo 1 0% 1 ot Dallas Museum of Art 0 0% 1 ot Dallas Ins. of H s S 0 ot 1 ot Studio Museum 0 Ot 2 It Thirteen 0 Ot 1 It Synphony Space 2 0 ot 1 ot Nati. Academy of Design 0 ot 1 Ot Ins. for Asian Studies 1 ot 1 Ot Victorian Soc. 1 Ot 1 ot Winter Thur 1 ot 0 ot Del. Museum of Art 1 ot 0 ot Museum of Broadcasting 1 ot 1 Ot

Wave Hill 1 ot 1 Ot 53 St. Y 1 ot 0 0% American Cral’t Council 1 Ot 0 ot 109

Special Event / #1, #2, #10 (60)

Q5. Institutions: Member Go 'there often Museum of National Hist. Nunber % Ntsnber % 23 36% 16 27% Americas Society 1 2% O 0% Center for African Art 1 2% 2 3% China Institute 5 8% 7 12% Cooper-Hewitt Museum 6 10% io 17% Frick collection 2 3% 5 8% Guggenheim Museum 1 2% 4 7% Japan Society 10 17% 1 4 23% Jewish Museum 1 2% 1 2% Metropolitan Museum 21 36% 30 50% Morgan Library 2 3% 11 18% Museum of the City of NY 4 7% 7 12% Museum of Modern Art 9 15% 17 28% 92nd Street Y 4 7% 9 15% Whitney Museum 2 3% 9 15% Others (describe): South Street Seaport 1 2% 1 2% NY Historical soc. 2 . 3% 1 2% Phila. Museum of Art 2 3% 1 2% Del. Museum of Art 1 2% O 0% Winterthur 1 2% O 0% IBM Gallery 0% 1 2% NY Zoological Soc. 1 2% 0 0% YWCA 1 2% 1 2% Brooklyn Museum 0% 1 2% Abiguil Adams Smith Museum 1 2% 0 0% Urasenke Soc 1 2% o 0% NY Botanical Garden 3% 1 2% Alliance Francaise 3 5% 1 2% NY Public Library 3% 1 2% Carnegie Hall 1 2% o 0% Bronx County Hist. Soc. 1 2% 0 0% Horticultural Soc. of NY 1 2% o 0% Municipal Art Soc. of NY 1 2% o 0% Staten Island A G S 1 2% o 0% Museum of American Indian 1 2% 1 2% Phila. Museum of Natl. Science 1 2% 1 2% Phila. B.F. Science Museum 1 2% 1 • 2% Phila. Zoological Soc. 1 2% o 0% 110

Film / #5, #6 (44)

Q5. Institutions: ' Member Go there often Museum of National Hist. Number % Number t 4 9% 11 2St Americas Society 0 0% 1 2t Center for African Art 1 2% 3 3t China Institute 1 2% 4 9t Cooper-Hewitt Museum 2 5% 4 9% Frick collection 0 0% 4 9% Guggenheim Museum 1 2% 8 18% Japan Society j 7* J 7t Jewish Museum 0 0% 0 ot Metropolitan Museum 6 14* 26 59% Morgan Library 0 Ot 5 lit Museum of the City of NY 0 0% 2 St Museum of Modern Art 17 39% 6 14% 92nd Street Y 2 5* 2 5t Whitney Museum 1 2t 8 18% Others (describe): AIVF 0 0% 1 2t Craft Museum 0 0% 1 2t Tnternatl. Center of Photo 0 ‘ Ot 1 2t Dallas Museum of Art 0 Ot 1 2t Dallas Ins. of H & S 0 Ot 1 2t Symphony Space 2 5t 0 Ot carnecie Hall 1 2t 1 2% Studio Museum 0 ot 1 2t Thirteen 1 2t 0 Ot NY Public Library 1 2t 0 0% Brooklyn Museum o lit 1 2t Ill

Lecture / #8, #364 (43)

Q5. Institutions: - Member Go there often Museum of National Hist. Number t Number t 13 30% 13 3n» Americas Society 0 0% 0 Ot Center for African Art 2 5» 2 5t China Institute 1 2% 4 9t Cooper-Hewitt Museum 8 19% 8 19t Frick collection 2 St 10 23% Guggenheim Museum 2 5% 6 14t Japan Society 2 St 8 19% Jewish Museum 3 7t 8 19% Metropolitan Museum 13 30% 27 set Morgan Library 0 nt 14 33t Museum of the City oi NY 2 St 10 23% Museum of Modern Art 9 21t 18 37% 92nd Street Y 4 9t 17 40% Whitney Museum 2 5t 8 19% Others (describe): UY Public Library 3 7* 3 7%

Brooklyn Museum 1 2t 1 2%

>outn St. Seaport 1 2t 1 2%

YY Historical soc. 2 5t 1 2% 112

Performance / #7, Mil (36)

Q5. Institutions: Member Go there often Museum of National Hist. Number t Number % 10 28% 12 33% Americas Society 0 0% 1 3% Center for African Art 0 0% 3 8% China Institute 0 0% 3 8% Cooper-Hewitt Museum 3 8% 5 14% Frick collection 0 0% 5 14% Guggenheim Museum 0 Ot 11 31% Japan Society 5 14t 5 14% Jewish Museum 0 Ot 4 11% Metropolitan Museum 8 32% 20 56% Morgan Library 1 3% 9 25% Museum of the City of NY 1 3% 3 8% Museum of Modern Art 8 22% 12 33% 92nd Street Y 2 6% 5 14% Whitney Museum 1 3% 10 28% Others (describe): Brooklyn Museum 1 3% 4 11%

NY Zooloaical Soc. 1 3% 2 6%

Carneqie Hall 0 0% 2 6%

Natl. Academy of Design 0 0% 1 3%

Symphony Space 0 0% 1 3%

Studio Museum 0 0% 1 3%

Museum of Broadcasting 1 3% 1 3%

Abiguil Adams Smith Museum 0 0% 1 3% 113

Arts Program / #9, #12 (59)

05. Institutions: Member Go there often Kussum of National Hist. Number « Number % 25 42% 16 27% Americas Society 00 0% 0 0% Center for African Art 0 0% 2 3% China Institute 5 e« 8 14% Cooper-Hewitt Museum 16 27% 12 20% Frick collection 2 3% 12 20% Guggenheim Museum 0 0% 5 8% Japan Society 5 8% 8 14% Jewish Museum 5 8% 6 10% Metropolitan Museum 33 56% 36 61% Morgan Library 1 2% 14 24% Museum of the City of NY 3 5% 2 3% Museum of Modern Art 16 27% 14 24% 92nd Street Y 5 8% 9 15% Whitney Museum 3 5% 6 10% Others (describe): tbm Rallerv 0 0% 1 2%

Hrooklvn Museum 3 ’ 5% 3 5%

Ins. for Asian Studies 1 2% 1 2%

nv Historical Soc 1 2% 0 0%

Victorian Soc. 1 2% 1 2%

ICP 1 2% 0 0%

Wave Hill 1 2% 1 2%

YWCA 0 0% 1 2%

American Indian Museum 2 3% 0 0%

53 St. V 1 2% 0 0%

American Craft Council 1 2% 0 0% ELECTED BIBLIOGRAPHY

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Kotler, Philip & Alan R. Andreasen. Strateg-ic Marketing for Nonprofit organizations. Third Edition. New Jersey: Prentice-Hall, Inc., 1987.

Compiled and edited by Melillo, Joseph V. Market the Arts. New York: Foundation for the Extension and Development of the American Professional Theatre, 1983.

Mitchell, Arnold. The Professional Performing Arts: Attendance Patterns. Preferences and Motives. Wisconsin: Association of College, University and Community Arts Administration, Inc., 1984.

Morison, Bradley G . I n Search of An A u d i e n c e . New York: Pitman Publishing Corp., 1968.

Morison, Bradley G. & Julie Gordon Dalgleish. Waiting in The Wings. New York: American Council for the Arts Books, 1987.

National Endowment for the Arts. Audience Development: An Examination of Selected Analysis and Prediction Technigues Applied to Svrnohonv and Theatre Attendance in Four Cities. New York: Publishing Center for Cultural Resources, 1982.

______. Surveying Your Arts Audience. New York: Publishing center for Cultural Resources, 1985.

Zeigler, Joseph Wesley. Book review of Surveying Your Arts Audience. The Journal of Arts Management and Law 16, no. 4 (Winter 1987): 79-82.

114 115

The Asia Society Document:

Box office reports in 1987. The Performances, Films, and Lecture Department, The Asia Society, New York.

Fact sheet of performances in 1985-86. The Performances, Films, and Lectures Department, The Asia Society, New York.

Fact sheet of performances in 1986-87. The Performances, Films, and Lectures Department, The Asia Society, New York.

Maloney, John F. The proposal of The Asia Society market research program. The Asia Society, New York. 1987.

Report on promotion in 1987. The Performances, Films, and Lectures Department, The Asia Society, New York.

Statement of revenue & expenses as of final 6/30/87, summary for the Performances, Films, and Lectures Department. The Asia Society, New York.

The Asia Society. The Asia Society annual reports, 1958-87. New York: The Asia Society, 1958-1987.

"The Asia Society Committee Summary List." The Asia Society, New York.

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The Asia Society Staff Handbook. 1987 Revision. The Asia Society, New York.

Interview:

Arnet, Jan, Vice President of Finance and Administration, Asia Society. Interview by author. Telephone, from Washington D.C to The Asia Society, New York. 20 July 1988.

Genin, Terri, Box Office, The Performances, Films, and Lectures Department, The Asia Society, interview by author. The Asia Society, New York. 2 June 1 9 8 8 . 116

Gordon, Beate, Director, The Performances, Films, and Lectures Department, The Asia Society. Interview by author. The Asia Society, New York. 1 December 1988.

______. Interview by author. The Asia Society, New York. 23 June 1988.

Haight, Karen, Program Associate, The Performances, Films, and Lectures Department, The Asia Society. Interview by author. Tape recording. The Asia Society, New York. 27 April 1988.

Harvard, Jo Ann, Administrative Associate to the vice President of Finance and Administration, The Asia Society. Interview by author. The Asia Society, New York. 3 March 1988.

______. Interview by author. Telephone, from Washington D.C. to The Asia Society, New York. 27 July 1988.

Kojabashian, Linda, Lecture Program Coordinator, The Performances, Films, and Lectures Department, The Asia Society. Interview by author. The Asia Society, New York. 3 March 1988.

Kutcher, Ann, the Public Relations Department, The Asia Society. Interview by author. The Asia Society, New York. 19 May 1988.

______. Interview by author. Telephone, from New York to The Asia Society, New York. 28 June 1988.

Lawrence, Paula. Assistant Director of the Performances, Films, and Lectures Department. Interview by author. The Asia Society, New York. 2 December 1987.

______. Interview by author. Telephone, from Washington D.C. to The Asia Society, New York. 21 July 1988.

Roy, Somi, Film Program Coordinator, The Performances, Films, and Lectures Department, The Asia Society. Interview by author. The Asia Society, New York. 2 May 1988.

Stein, Bonnie, Program Associate, The Performances, Films, and Lectures Department, The Asia Society. Interview by author. The Asia Society, New York. 27 April 1988.

______. Interview by author. Telephone, from New York to The Asia Society, New York. 28 June 1988. Grace, Administration Associate, The Performances, Films, and Lectures Department, The Asia Society/ Interview by author. The Asia Society, New York. November 1987.