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| Project origins and form: |
Government, Private Sector, Live Arts
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| The arts and the media: |
Performing Arts - Drama, Music, Dance, Mixed Media, Solo Performances
Visual Arts - Architecture, Exhibitions, Museums
Heritage - Historic Sites, Cultural Tourism, Conservation
Publishing - Print, Audio, Video, Film
Broadcasting - Television, Sound Broadcasting, The Internet
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| Region: |
Central and Southern Asia, Eastern Asia, Western Europe, Central and Eastern Europe
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| Location type: |
Town
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| Place: |
Hong Kong, Seoul Korea, Manila Philippines, Nicosea Cyprus, Marsailles France, Bratislava Slovakia, Moscow Russia, Ramalla Palestine, London, Glasgow UK
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| Members and consultants: |
Gerald Lidstone
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This seminar was originally developed for the British Council by Gerald Lidstone of Arts Interlink and Gerri Morris of Morris Hargreaves McIntyre.
Building larger and more diverse audiences for the arts is the concern of arts managers world wide.
Whether the object is to increase income, maximise market opportunities, enrich attenders' enjoyment or embrace wider, more diverse audiences. Audience development strategies can offer much need solutions.
The potential is there - many more people express an interest in attending the arts than actually go.
However, developing new audiences demands time and resources. Poorly managed strategies can be wasteful, tokenistic, unproductive or can result in very short-term gains which are not sustained.
This seminar explores:
- Which audience development strategies produce results?
- Which provide sustainable growth
- Which approach is appropriate for which markets
- Can audience development combat social exclusion
- What is the relationship between marketing, education and audience development
- What are the connections between audience development, tourism and economic regeneration
- What part does the product play in audience development
Answers to these and many other questions emerge through a wide range of case studies, presentations, discussions and group work throughout a 5-day programme and by taking a broad overview - looking at audience development in all its variety and tracing the approaches to Audience Development in Britain . This seminar concentrates on providing practical tools and processes that can be directly applied to the situation in any cultural context. Though project work on real situations delegates are able to relate their valuable local experience to the challenges of audience development. The seminar is designed to be relevant to arts managers and those working in arts marketing at all stages of their own development.
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