IMPACT COMPASS MODEL
Beyond Metrics: Understanding the True Impact of Cultural Venues
Measurements related to satisfaction, visitor experience, evaluation, audience profiles, and other factors are essential for the effective operation of a cultural venue. However, demonstrating the true societal significance of a venue goes beyond these standard metrics.
Theatres, concert halls, and cultural centres play a vital role in society, enriching the lives of visitors and strengthening the cultural fabric of communities. Their impact extends far beyond attendance numbers or financial performance.
This study adapts a Danish-British model, originally developed for the library sector, to assess and quantify the real impact of performing arts venues on their audiences and communities. By participating, your venue gains data-driven insights to support decision-making, demonstrate value, and advocate for the role of culture in society.
Impact Dimensions of Cultural Venues
1️⃣ Emotional Impact (“A Place of Inspiration”)
✔ Visiting the venue gives me a sense of well-being.
✔ Cultural experiences provide me with a moment of mental relaxation.
2️⃣ Physical Impact (“Energized & Engaged”)
✔ Attending performances or events stimulates my senses and creativity.
✔ Cultural participation has a positive effect on my overall well-being.
3️⃣ Artistic & Intellectual Impact (“A Lifelong Connection to Culture”)
✔ I can enjoy and engage with culture throughout my life.
✔ The venue is an important space for me to experience, learn, and grow.
4️⃣ Social Impact (“A Cultural Community”)
✔ I meet and connect with others at the venue.
✔ The venue plays an important role in my social and cultural life.
NET PROMOTER SCORE
We ask visitors of cultural venues whether they would recommend the venue to family, friends, or colleagues. They can rate this on a scale from 0 (definitely would not recommend) to 10 (highly recommend).
This type of question is commonly used in research to calculate the Net Promoter Score (NPS), a method for measuring visitor loyalty and engagement. Based on their responses, participants are categorized into:
✔ Promoters: Enthusiastic visitors who are eager to recommend the venue to others.
✔ Passives: Neutral respondents who are satisfied but not highly engaged.
✔ Detractors: Critical visitors who would not recommend the venue to others.
The NPS helps cultural venues assess visitor satisfaction and identify areas for improvement in audience engagement.
