Home & Heritage Attitudes

Recognising the value of arts and culture - and particularly heritage - in their lives, they are willing to spend leisurely days engaging, as long as comfort and access needs are met.

Priorities

Over three quarters of this group identifies with the arts and has time to spend enjoying venues, if the facilities are welcoming and accessible.

• Like most segments, they are broadly positive about arts and culture, do see themselves as arts-attenders and value the arts in general, with only 26% feeling that “the arts is not for them”.
• They feel particularly that heritage is an important contributor to sense of place and believe in the conservation of local heritage sites.
• This group is almost exclusively retired or semi-retired so have time to spend, and safe, pleasant and formally welcoming environments are highly valued - a quality café or restaurant may form a key part of the appeal.
• Level access, large-print, captioning and other access facilities are enormously important, with just over half of this group declaring a disability.

Spending

This group values the price on the tin, rather than premium offers or transient discounts, though all-in elders packages can appeal, as long as transparent.

• Although living on modest incomes, Home & Heritage are comfortable – neither bargain discounting nor premium pricing are likely to appeal.
• Value, all-in pricing or senior packages/offers may have a particular appeal.
• They appreciate unfussy transparency to which they can apply rational decision-making: this preference should inform pricing.

Cost-of-living concerns

Home and Heritage is the segment whose attendance has bounced back the least post-Covid-19, meaning that, whilst they are not as put off by the cost-of-living as some, they are unlikely to be audiences to rely upon through this latest crisis.

Around a quarter of this segment strongly agreed with statements about inflation and energy cost changes affecting cultural spend. However, only 14% expect interest rates to impact spending, which we'd expect was due to lower proportions having mortgages at this life stage.