by KYW’s Matt Leon

A new research and marketing initiative hopes to double public participation in the Philadelphia area's arts and cultural events by 2020.

Tom Kaiden, COO of the Greater Philadelphia Cultural Alliance, says they don’t just want people to attend cultural events, but through this initiative, the hope is they will become more active participants:

“Engage 20/20 is designed to support the regions cultural organizations by providing them with a foundation of really strong research which will leave to ultimately to innovation in the experience for consumers both in terms of the experience and its communications.”

Engage 20/20 will include a series of public surveys over time. Those polls are to gauge what arts and cultural activities most interest and involve people in the Philadelphia region.

The $6.3 million initiative will be heavily funded by a $5 million, four-year grant from the Pew Charitable Trust.  For more information, go to www.philaculture.org.