Home & Heritage Sectors

In this section

Traditional in their tastes, they enjoy daytime exploration of historical sites, as well as theatre matinees and classical music recitals, and participate in local crafts and 'Am Dram'.

Scope

Conservative in tastes, they have clear preferences for daytime engagement with familiar offers and lean towards the classical across a range of artforms.

As homebodies, they are among the least likely to participate in the evening economy and are far more likely to look for activities to suit their lifestyles, like accessible day-time activities or content exploring historical events
As such, they represent key prospects for relationship development for day trip or day-time offers that are traditional and participatory in nature, or even matinees, as long as they take access constraints into consideration.
With a strong tendency toward the traditional and mainstream, Home and Heritage may be looking for both traditional forms as well as traditional content and subject matter.

Artforms

This group is particularly interested in visiting heritage sites, and are also keen for a mainstream theatre matinee or classical music recital, within easy reach.

They are most likely to make a visit to a heritage site - with 47% making 3-4 visits in the last 12 months - and are slightly more likely than average to go to the theatre.
About 70% have been to an arts event in the last year, and about 50% have attended a museum or gallery.
Classical music is comparatively popular and a regular programme of classical music, opera and ballet, as well as more mainstream theatre, may not be readily accessible within their travel distance but would be welcomed, e.g. classical recitals in churches or village halls.

Participation

A large proportion are National Trust members and they also enjoy local and social participatory activities like singing in a choir and amateur dramatics.

While this is not a highly engaged group – partly because they are largely to be found in rural areas and small towns – they do engage with local cultural activity.
Participatory events focussing on local history, memorabilia and nostalgia, dying traditions and crafts, historically based narratives, and period re-creation are all likely to appeal.
Involvement in participatory activities adds a social dimension and, with 33% of this group comprising elderly females, they may use these activities as a way of coming into contact with like minded individuals.
Opportunities to engage them could include participatory events through U3A and local rural touring schemes.