Long-term relationships between venues and companies

'The benefits of developing long-term relationships between individual venues and companies are that:

• companies can develop a deeper understanding of individual venues, their programming needs and policies. And venues have a clearer understanding of companies' touring strategies - particularly regarding their choice of work and style(s) of performance
• venue and company staff can develop a closer working relationship - all staff should be encouraged to be involved and committed. Personal contact and an understanding of their various roles in company and venue will assist a partnership to achieve its full potential
• there can be a joint understanding of the role a company's work plays in the venue's programming. What is 'special' about it? Why it is important within the venue's programme? Why it is being promoted?
• develop a joint approach to, and understanding of, the venue's target audiences and catchment area. This provides the opportunity to develop a long-term joint audience building strategy
• offers a chance to develop an audience's loyalty to the work of a particular company
• venue and company can consider joint education and community provision giving company a presence in the area even when not actually performing
• ability to undertake and share planned developments - such as increasing the number of performances by the company; the company presenting a broader range of work; consideration of new and ongoing audience building and marketing strategies which are not possible with a one-off 'one-night stand' visit
• the chance for joint ongoing critical debate between venue, company and audience to establish an understanding of quality and diversity and the context for programme development in the venue

Venue/company relationships have to grow naturally. Both have to be clear that they are sharing a common philosophy about promotion and common targets and why. They have to appreciate both the individual and joint benefits of a partnership approach.'

Richard Hogger, Director, Creu Cymru, The Touring Agency for Wales: Asiantaeth teithio i Gymru.