The LatinXperience Study was supported by a grant from The James Irvine Foundation.

 

The opinions expressed in this report are those of the authors and do not necessarily reflect the views of The James Irvine Foundation.

The LatinXperience Study was conducted by Scansion, Inc., a customer centered innovation firm in San Francisco, California. 

Learn more about Scansion at www.scansion.com

Authors:

Salvador Acevedo

Verna Bhargava

Steven Diller

copyright Scansion Inc. 2017

Arts organizations evoke experiences that make life worth living.

Meaningful experiences in the arts are not something that happen to people, quite the opposite. People usually seek out and actively look for art experiences that they deem meaningful. When an arts organization provides a way in which a particular experience is evoked, we engage with them in a deep way and they occupy an important place in our minds and hearts.  

 

We’ve learned that Latinos have two distinctive mindsets when they engage with the arts: the Pride Mindset and the Progress Mindset. There are also two key experiences that drive each Mindset, as well as the shared experience of Harmony.

We've learned that there are two key mindsets.

Fully aware of the cultural diversity in which they live, Latinos with the Pride Mindset are interested in strengthening their own cultural group, but at the same time they are also interested in learning about other cultural groups.

Latinos with the Progress Mindset are particularly attuned and sensitive to discover the intersections that art brings to them, so they are more educated which in turn helps them to be better equipped for life.

 FREEDOM 

The arts are an opportunity to breaking from the everyday routine, feeling free of any constraints, and enjoying the company of family and friends in a festive environment that most times includes music and food. This is what Latinos define as “ambiente.”

 COMMUNITY 

Thanks to the arts Latinos are able to strengthen a sense of shared identity. Part of this experience includes strengthening the cultural identity of the younger generation, as well as feeling validated by other cultural groups.

 HARMONY 

The arts are the perfect vehicle for Latinos to get to know and feel a connection to their own culture as well as learn about other cultures. This experience makes them feel that they know and respect others.

 ENLIGHTENMENT 

Becoming a well-rounded person is a strong cultural value for Latinos. Through the art experience they are able to gain new knowledge and appreciation, which helps them to become a better version of themselves and allows them to progress.  

 BEAUTY 

Through the arts Latinos are able to connect with an aesthetic experience that allows them to immerse themselves in the art form. This allows them a deep connection to themselves and to build a collective experience with others.

 COMING SOON 

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SALVADOR ACEVEDo | Scansion

"Our intention is to bring the faces of the Latino visitor, with all their complexity, in front of arts administrators and decision-makers."