Performing Arts Participation in Small Urban Centres: The Theatre of Vila Real

Abstract

Like in most developed countries, in Portugal, even in small urban centres, the supply of performing arts has been growing, due to the construction of new public  cultural  facilities.  However,  the  main  factor determining the survival and sustainable success of cultural institutions, especially to the new entrants, is their ability to capture and keep audiences. The main aim of this paper is to explore the influence of a set of socio-economic variables in the awareness and attendance at performing arts, taking as example the Theatre of Vila Real. In order to achieve this aim, a micro-econometric model of discrete choice is used. The results indicate that the increase in audiences for the performing arts is primarily related to the public’s educational level and to the proximity of the facilities.