Financial Context
The Spending Baseline
Audience development is a financial targeting discipline. The Foundation's investment thesis depends on redirecting resident entertainment spending from out-of-city destinations toward local programming. These figures establish the scale of that opportunity.
Duncanville Households
13,385
U.S. Census Bureau ACS
5-Year Estimates, 2019–2023
Median Household Income
$71,381
68.5% of national average
Income adjustment ratio: 0.685
Est. Annual Entertainment Spend
$31M
$2,475/household annually
BLS CEX 2024, 4.6% of expenditures
20% Recapture Target
$6.2M
~$495/household annually
~1 local outing/month per household
Sources: U.S. Census Bureau, American Community Survey, 5-Year Estimates 2019–2023. Bureau of Labor Statistics, Consumer Expenditure Survey, 2024. Unrounded estimate: $33,127,875. Foundation documents use $31 million, introducing a 6.4% downward conservative bias. CIS v2.0, Section 4. CIS Solvency Assessment, Section 1.1.
Section 1 — Audience Segmentation
Three Highest-Potential Segments
Segments are defined across four dimensions: demographics, geography, interests, and spending behavior. Each segment is evaluated through the substitution lens. Segments with measurable out-of-city spending represent the strongest recapture opportunity and the most direct path to a competitive CII score.
A
Primary Segment
Duncanville Families with School-Age Children
DemographicsAdults 30–45 with children ages 5–12; household income $55K–$85K
GeographyZIP 75116 and 75137; within 10-minute drive of Arts Junction
InterestsOutdoor markets, family festivals, live music, participatory arts
Spending$150–$250/month on entertainment; currently concentrated in Dallas and Arlington
Current Out-of-City Destinations
Dallas Zoo, Perot Museum, American Airlines Center, Katy Trail, Farmers Market at Uptown
High Substitution Opportunity
B
Secondary Segment
Young Adults Without Children, Ages 24–38
DemographicsAdults 24–38, single or partnered, no children; household income $40K–$70K
GeographyZIP 75116 primary; also 75137 and adjacent South Dallas ZIP codes
InterestsLive music, food and beverage events, art exhibitions, evening social programming
Spending$100–$175/month; destinations include Deep Ellum, Bishop Arts, Oak Cliff
Current Out-of-City Destinations
Deep Ellum music venues, Bishop Arts District, Oak Cliff cultural corridor, Klyde Warren Park programming
High Substitution Opportunity
C
Tertiary Segment
Adults 50+, Established Duncanville Households
DemographicsAdults 50–70, empty-nesters or retired; household income $60K–$95K
GeographyLong-term residents of ZIP 75116; high neighborhood association membership
InterestsTheater, classical performance, visual arts, community-oriented events
Spending$175–$300/month; destinations include Winspear, AT&T Performing Arts Center, Fair Park
Current Out-of-City Destinations
Winspear Opera House, Meyerson Symphony Center, AT&T Performing Arts Center, Majestic Theatre
Moderate Substitution Opportunity
"Every segment should be evaluated through the substitution question: is this group currently spending entertainment dollars outside Duncanville? Segments with high out-of-city spending represent the strongest recapture opportunity."
Workshop 1 Audience Development Workbook, Appendix B.1 — Section 1, The Substitution Lens
Section 2 — Channel Mapping
Channel Inventory by Type
A channel is any method by which a proposer can reach a target audience with a message. The channel audit quantifies what is available, identifies Duncanville-specific reach within each type, and surfaces gaps that must be closed before the validation campaign begins.
Email / Mailing ListSubscriber Count
Facebook / InstagramFollower Count
Organization WebsiteMonthly Visitors
Personal / Professional NetworkEstimated Reach
Faith CommunitiesMembership Size
School Networks (DISD)Parent Reach
Neighborhood Associations75116/75137 Overlap
Business Partners (DRA)Customer Cross-Reach
Facebook / Instagram AdsZIP-Targeted CPM
Google Ads (Search / Display)Click-Through Rate
Nextdoor Advertising75116 Household Reach
Local Print / Direct MailCost Per Acquisition
Local Press (Duncanville Suburbanite)Estimated Reach
Word of Mouth / ReferralHistorical Performance
Regional Media (DMN, WFAA)Estimated Impressions
Community Referral NetworksVerified Reach
Source: Workshop 1 Audience Development Workbook, Appendix B.1 — Section 2, Channel Mapping. Channel categories and measurement definitions apply to all proposers entering the pipeline regardless of discipline type.
Section 3 — Geographic Targeting
Duncanville ZIP Code Strategy
Geographic targeting ensures outreach concentrates on households within Duncanville city limits currently spending entertainment dollars elsewhere. The CII weights Duncanville Resident Share at 25% of the composite score. ZIP code data is captured at point of sale through the ticketing platform and mapped by activation.
ZIP Code Reference
Core Duncanville coverage. Includes downtown district and Arts Junction at Old Rail Station. Highest-confidence local targeting for all digital platforms.
Shared coverage with DeSoto and Cedar Hill. Requires address-level filtering for digital campaigns. Verify Duncanville boundary on a per-platform basis.
75115, 75134, 75211, 75224, 75232, 75236, 75249. Cedar Hill, Lancaster, South Dallas, South Oak Cliff. For programs seeking regional draw; CII weights these attendees lower.
202 W. Center Street, Duncanville TX 75116
3-mile radius
Captures the densest Duncanville residential area. Recommended primary radius for all activations.
5-mile radius
Extends into adjacent cities. Appropriate for programs seeking regional draw; CII weights resident attendance more heavily.
Platforms supporting ZIP code and radius targeting: Facebook Ads, Instagram Ads, Google Ads (Search and Display), Nextdoor Ads. Use 75116 as primary target. Add 75137 with address-level filtering where the platform supports it.
Source: WS1 Audience Development Workbook, Section 3. CIS v2.0, Section 5.2.
Section 4 — Community Partnerships
Partnership Map
Duncanville-based organizations provide the highest-confidence channel for reaching residents. These organizations hold existing trust, membership data, and communication infrastructure within the community. Value exchanges are structured so both parties benefit: the proposer gains access to an established audience; the partner gains programming value for its members.
Faith / Civic
Duncanville Faith Communities
You OfferFamily-oriented programming discounts; reserved seating blocks for congregation members
They ProvideNewsletter distribution to 75116 households; bulletin announcements; word-of-mouth referral within established trust networks
Education
Duncanville ISD School Networks
You OfferStudent participation opportunities; educational framing aligned with school programming calendars
They ProvideParent email network access; PTA and booster club announcements; school marquee visibility for qualifying events
Neighborhood / Civic
Neighborhood Associations (75116)
You OfferPriority presale access for association members; recognition in program materials
They ProvideMonthly newsletter placement; social media cross-promotion; direct resident contact lists within the primary ZIP
Business / Hospitality
Duncanville Restaurant Association
You OfferAdjacent foot traffic on activation nights; dual-tier measurement of activation and dining behavior
They ProvideMenu promotions tied to event nights; data-sharing for adjacent business lift measurement; customer email promotion
Municipal / Civic
City of Duncanville (Parks & Rec)
You OfferCommunity programming supporting Duncanville 2040 Comprehensive Plan cultural goals
They ProvideEvent calendar cross-listing; community newsletter inclusion; social media amplification
Real Estate / Property
Old Rail Station Tenants
You OfferActivation foot traffic that increases adjacent transaction volume on event nights
They ProvideTransaction data for adjacent business lift measurement; cross-promotional in-store signage; customer referral on activation nights
Source: Workshop 1 Audience Development Workbook, Appendix B.1 — Section 4, Worksheet 4. DRA Founding Charter. Appendix F Partner Agreement Templates.
Section 5 — Scoring Impact
How the Audience Map Drives the Cultural Investment Index
The Audience Map is not a planning artifact held separately from evaluation. Every audience development decision directly determines CII score. The connection between outreach strategy and financial performance is quantitative: audience decisions influence 55% of the composite score.
Pre-Commitment Achievement
Audience size and engagement determine commitment velocity toward the 100% threshold.
30%
Duncanville Resident Share
ZIP code distribution of purchasers. Geographic targeting strategy drives this score directly.
25%
Substitution Signal
Segments with high out-of-city spending produce stronger survey responses indicating diverted spending.
20%
Repeat Participation
Audience loyalty begins with the right initial segment match. Poor segmentation reduces repeat rates.
15%
Adjacent Business Lift
Larger, more engaged local audiences generate more adjacent business activity on activation nights.
10%
CII Formula
CII = (Pre-Commitment x 0.30) + (Resident Share x 0.25) + (Substitution x 0.20) + (Repeat x 0.15) + (Adjacent Lift x 0.10)
Audience Map Drives
55%
of CII composite score
Source: CIS v2.0, Section 6.1–6.2. Workshop 1 Audience Development Workbook, CII Reference. CIS Solvency Assessment, Section 4.3. The 55% figure reflects Pre-Commitment Achievement (30%) and Duncanville Resident Share (25%) combined.
Section 6 — Growth Planning
The Audience Growth Equation
The gap between current audience reach and the reach required for 100% pre-commitment defines the development work. This equation is calculated for every proposer at intake and revisited at each workshop milestone. Programs that do not achieve 100% pre-commitment do not activate.
Growth Equation — Required for 100% Pre-Commitment
Required Commitments
Target Capacity x Ticket Price
(from Intake Form)
÷
Required Reach
Required Commitments ÷
Expected Conversion Rate
−
Current Reachable Audience
Sum of Duncanville reach
across all channels (Worksheet 2)
=
Growth Needed
Defines the 60-day
outreach calendar work
Source: Workshop 1 Audience Development Workbook, Appendix B.1 — Section 4, Worksheet 5. CIS v2.0, Section 5.3. The 100% pre-commitment requirement is a non-negotiable financial condition of the CIS pipeline.
Section 7 — 60-Day Growth Calendar
Outreach Calendar Structure
Every proposer constructs a 60-day outreach calendar from intake through the start of the validation campaign. The calendar maps specific actions to channels and partnerships, sets measurable growth targets for each period, and provides the Foundation with a trackable development progress instrument.
Foundation Build
Email list setup; ticketing platform configuration; social media audit; partnership outreach initiated
Baseline established; 3–5 partner organizations contacted
Owned channels; initial partner contact
List size; partnership response rate
Active Growth
Content publishing begins; community partnership activation; paid ZIP-code targeting launched; Nextdoor listing live
+15–25% list growth week over week; 2+ partner agreements confirmed
Owned + partner channels; paid 75116/75137 targeting active
Subscriber growth rate; partner placements; reach by ZIP
Conversion Priming
Interest capture sequences live; early-bird pricing positioned; email nurture deployed; earned media outreach
Interest capture list reaches 2x required commitment count; engagement rates above 20%
Email sequences; paid retargeting; earned media
Email open rate; click-through rate; interest captures by ZIP
Pre-Validation
Warm audience prepared for 30-Day Commitment Campaign; channel performance review; presale window opens
Warm audience ≥ required commitments x expected conversion rate; 100% pre-commitment achievable
Full channel mix; partner cross-promotion at peak
Presale velocity; Duncanville ZIP concentration; conversion rate vs. forecast
Source: Workshop 1 Audience Development Workbook, Appendix B.1 — Worksheet 5 (60-Day Audience Growth Calendar). Arts Junction Year 1 Calendar, Q1 Build phase. Workshop 1 scheduled May 14, 2026.