- Date: 14 August 2012
- Artform: All
- Area: North
Three northern audience development agencies and the three North Area ACE regional offices undertook a pioneering collaborative approach to exploring new ways of building engagement and participation. This enabled the testing of innovative methodologies across three regions with opportunities for peer review and a more larger and more robust sample.
Legacies from the project included the two toolkits and increased audience development and marketing capacity.
Following an intensive period of toolkit development three projects were established to test them. The projects include different artforms, venue types and geographic areas. These trial projects are on-going and findings from them will inform the final versions of the toolkits.
The Bowes Museum, Berwick Film & Media Arts Festival and The Maltings Theatre & Cinema are testing 'community' findings from the Family and community focused toolkit. Audience North East is providing a programme of support for these organisations.
Rural Arts in Thirsk, North Yorkshire works with volunteer promoters in rural villages to programme arts events through its ONTour programme. &Co The Cultural Marketing House has trained volunteer promoters to understand and engage with audiences and in particular two target groups; Dinner and a show and Family and Community Focused.
All About Audiences is working with two Warrington venues on a joint campaign. The key aim is to position and raise awareness of Warrington's Cultural Quarter to attract the Dinner and a show segment to Pyramid and Parr Hall and Warrington Museum and Art Gallery.
At the Grundy Gallery Blackpool, All About Audiences is working on a campaign that focuses on reducing the risk of the 'unknown' for the Dinner and a show segment. It is a digital campaign to fit the high level of internet usage by this segment.
At the Lowry, All About Audiences is working to attract the Dinner and a show segment who do not attend dance. The aim is to attract the segment through a mailing list campaign with a ticket and restaurant offer that reduces financial risk and adds a wider social dimension to the visit.
Community findings from the Family and community focused toolkit have been tested by three cultural organisations in the North East.
Venues in Warrington, Blackpool and Manchester are using new approaches to engage and retain Dinner and a show audiences and have enhanced their in-house skills to do so.
Recruiting for the focus groups proved quite a challenging task for all three agencies. It was overcome through hard work but in the future a range of commercial as well as in-house solutions should be considered.
There are four main reasons why Family and community focused engage with arts activities:
There are four primary drivers/barriers which affect the segment's willingness to engage with arts activities:
There are four secondary drivers/barriers which affect the segment's willingness to engage with arts activities: