Before The Smith Center for the Performing Arts opened its doors in 2012, we commissioned a national research firm to provide data that could help us understand our potential audience. It turned out to be money well spent, as it helped us reach people who would go on to become season-ticket holders, regular attendees, donors and friends to The Smith Center.

These people also told us what sort of arts and entertainment offerings they preferred and hoped to see in our new facility, which proved very helpful as we began programming our three venues. And we gained an understanding of the kinds of people likely to attend different kinds of performances, valuable information when it came time to start selling tickets to our shows.

That initial survey – combined with the hard follow-up work of Suzanne Chabre, our Vice President and Chief Experience Officer, and her marketing team – helped set The Smith Center on a path to success that continues today.

Several years after opening, we commissioned a second report, which confirmed that we were headed in the right direction as Las Vegas and its residents continued to evolve. And then, as we prepared to gather a third round of data, the pandemic struck, and we were forced to hit the pause button on the project.

Fast forward a few years, and we were ready to survey again. Earlier this year, we did so, commissioning the same firm for a new set of surveys to find out what we’ve been doing well and what we can improve upon. The firm reached out to 1,893 Clark County residents, including 824 who have not already attended shows at The Smith Center.

And we received great news: When that latter group of 824 locals was asked, “What places can you think of in Clark County to attend live performances?” – without any specific prompting – The Smith Center ranked third overall, despite intense competition within the Las Vegas market.

Among nearly 200 unique venues mentioned by respondents, only T-Mobile Arena and MGM Grand ranked as more recognizable than The Smith Center, which finished ahead of many notable locations, including the just-launched and highly lauded Sphere.

It was also gratifying to find that the latest survey reflected the way people in Las Vegas understand The Smith Center’s role in the community, namely that it was built primarily for those who live here. They recognized that we work hard to keep our ticket prices affordable and that, because ticket sales cover only 70% of our operating costs, we raise the rest through essential donations.

It was also wonderful to find that respondents say that The Smith Center is a vital community asset doing good things for Southern Nevada and creating a tremendous sense of civic pride.

As an adjunct professor of marketing at UNLV, I believe strongly in the power of data. Suzanne and our team take this work very seriously and know that it helps us better understand both our current patrons and Las Vegans who say they want to come to The Smith Center but haven’t yet been here. In short, this research helps us satisfy and keep our current customers while also attracting new ones.

The marketer in me knows how powerful this data proved to be for us, and I know that other companies can benefit from the work a research firm can provide. The Smith Center has certainly benefited from it, allowing us to better understand those who come through our doors to both entertain and inspire their families.