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This paper adapts a ‘sense of place’ framework to investigate varying preferences for the physical and cultural offerings of arts centres using a choice experiment. An on-site survey was conducted of local residents and tourists about the Esplanade-Theatres-on-the-Bay, Singapore’s national performing arts centre. Results indicate that sustainability requires an ‘inside out’ strategy – arts content over supporting structures such as amenities and knowledge enhancing workshops should be pursued. However, there was a divergence in the arts appetite of locals and tourists. Computations show that enhancing aspects of the arts centre aligned to the tastes of locals provides a total worth of at least US$130 million which is 50% more than the nationwide worth generated by catering to tourists’ tastes. Thus with respect to market development, developing the local market is a more sustainable strategy than targeting tourists alone.

Inside out or outside in? Sustaining a national performing arts centre in an emerging cultural city