Do you have relevant data for supporting and implementing your Audience Development strategy? Do you know how to assess quantitatively and qualitatively the impact of your cultural offer on audiences?
Auditorio de Tenerife Tenerife Island, Spain
The Auditorio de Tenerife, designed by the renowned architect Santiago Calatrava, is considered one of the most emblematic buildings of Spanish architecture. It is located in the city of Santa Cruz de Tenerife in an impressive site, next to the Atlantic Ocean and in front of the ancient Anaga Mountains. It opened on September 2003 and was conceived to become the home of the Tenerife Symphony Orchestra, the Canary Islands Music Festival and the Opera Festival, organised by that time by the local association of opera friends. Therefore, the building was equipped with a philharmonic hall (1658 seats), a chamber hall (428 seats) and some smaller areas, such as rehearsal and meeting rooms or dance and exhibition halls.
The Auditorio de Tenerife, designed by the renowned architect Santiago Calatrava, is considered one of the most emblematic buildings of Spanish architecture. It is located in the city of Santa Cruz de Tenerife in an impressive site, next to the Atlantic Ocean and in front of the ancient Anaga Mountains. It opened on September 2003 and was conceived to become the home of the Tenerife Symphony Orchestra, the Canary Islands Music Festival and the Opera Festival, organised by that time by the local association of opera friends. Therefore, the building was equipped with a philharmonic hall (1658 seats), a chamber hall (428 seats) and some smaller areas, such as rehearsal and meeting rooms or dance and exhibition halls.
Brighton Early Music Festival Brighton, UK
Brighton Early Music Festival (BREMF) is the largest early music festival (with a Brighton twist) in the South of England. The main activity of the charity is the festival, which takes place in late October and early November. The charity objectives are to encourage, advance, develop and maintain public education in appreciation of and involvement in pre-classical and classical music and the performing arts, by promoting periodically a series of public concerts, dramatic performances, exhibitions and other cultural events; to promote and assist in the advancement of public and professional education by the provision of workshops, lectures and educational events for people of all ages. Throughout the year it carries out educational activities with schools, young artists and the community.
Brighton Early Music Festival (BREMF) is the largest early music festival (with a Brighton twist) in the South of England. The main activity of the charity is the festival, which takes place in late October and early November. The charity objectives are to encourage, advance, develop and maintain public education in appreciation of and involvement in pre-classical and classical music and the performing arts, by promoting periodically a series of public concerts, dramatic performances, exhibitions and other cultural events; to promote and assist in the advancement of public and professional education by the provision of workshops, lectures and educational events for people of all ages. Throughout the year it carries out educational activities with schools, young artists and the community.
John Rylands Library Manchester, UK
The John Rylands Library (JRL) is part of the University Library, which in turn is part of the University of Manchester. The library is famous for having a Gutenberg Bible and the earliest known copy of St John’s Gospel – known as the St John Fragment as well as all four folios of William Shakespeare and several important 19th century facsimiles of the First Folio. JRL is especially interesting in its audience development because of the transformation over 7 – 9 years, progressing from a prestigious but rather dusty and old-fashioned institution to a well-loved public organisation. Between 2001 and 2016 its attendances have more than doubled and it has become the number one attraction in Manchester on Trip Advisor.
The John Rylands Library (JRL) is part of the University Library, which in turn is part of the University of Manchester. The library is famous for having a Gutenberg Bible and the earliest known copy of St John’s Gospel – known as the St John Fragment as well as all four folios of William Shakespeare and several important 19th century facsimiles of the First Folio. JRL is especially interesting in its audience development because of the transformation over 7 – 9 years, progressing from a prestigious but rather dusty and old-fashioned institution to a well-loved public organisation. Between 2001 and 2016 its attendances have more than doubled and it has become the number one attraction in Manchester on Trip Advisor.
Künstlerhaus, Vienna, Austria
Künstlerhaus is a private association of Austrian artists founded in 1861. It has 439 members, all artists covering a variety of fields: fine arts, sculpture, architecture, applied arts and film. The association resides in a 2000 m2 exhibition space in the centre of Vienna, built in 1868 that will be closed from July 2016 until September 2018, due to a complete renovation of the historic building. During this period, temporary quarters will opened in an old factory, in an urban development area of Vienna.
Künstlerhaus is a private association of Austrian artists founded in 1861. It has 439 members, all artists covering a variety of fields: fine arts, sculpture, architecture, applied arts and film. The association resides in a 2000 m2 exhibition space in the centre of Vienna, built in 1868 that will be closed from July 2016 until September 2018, due to a complete renovation of the historic building. During this period, temporary quarters will opened in an old factory, in an urban development area of Vienna.
Maison des Metallos Paris, France
The XIX century building that now hosts Maison des Metallos (MdM) was a former music instruments factory, and then became headquarters of the Union Fraternelle des Métallos, a situation that lasted for 60 years and that left an important legacy in terms of place identity. Since the Union left in 1997, the building was run by a committee of inhabitants of the neighbourhood, who occupied it because they felt it was part of local identity. They were concerned about the forthcoming gentrification, which was starting at that time in the former working class neighbourhood. This sense of belonging of the local community had an important role in pushing the municipality of Paris to buy the venue, but also created at first some tension with the occupants as the city decided to convert it in a cultural venue run by an appointed director, that opened in 2007. So the first audience “issue” that MdM had to face, was to find the way to involve and resolve this tension. The relationship with the associations and former occupants took time to be reconstructed, but it’s today an important part of the identity of MdM and of its relation with the neighbourhood.
The XIX century building that now hosts Maison des Metallos (MdM) was a former music instruments factory, and then became headquarters of the Union Fraternelle des Métallos, a situation that lasted for 60 years and that left an important legacy in terms of place identity. Since the Union left in 1997, the building was run by a committee of inhabitants of the neighbourhood, who occupied it because they felt it was part of local identity. They were concerned about the forthcoming gentrification, which was starting at that time in the former working class neighbourhood. This sense of belonging of the local community had an important role in pushing the municipality of Paris to buy the venue, but also created at first some tension with the occupants as the city decided to convert it in a cultural venue run by an appointed director, that opened in 2007. So the first audience “issue” that MdM had to face, was to find the way to involve and resolve this tension. The relationship with the associations and former occupants took time to be reconstructed, but it’s today an important part of the identity of MdM and of its relation with the neighbourhood.
MAXXI Foundation Rome, Italy
MAXXI – Museo Nazionale delle Arti del XXI secolo is a private foundation established in 2009 and funded by the Ministry of Culture, Regione Lazio and Enel, a national energy supplier (former national electric company). The famous architect Zaha Hadid on the structure of a former military industrial plant created the building and it is located in the Flaminio area, a district inhabited by upper class, boasting a number of modern and contemporary buildings (the Auditorium by Piano, the Palace of Sport by Nervi, Ponte della Musica of Buro Happold-Kit PowellWilliams Architects, etc.). MAXXI is not only a museum, but a space were new cultural productions are developed and partnership is the main tool to achieve this result: the Foundation has more than 150 institutional and private partners and donors.
MAXXI – Museo Nazionale delle Arti del XXI secolo is a private foundation established in 2009 and funded by the Ministry of Culture, Regione Lazio and Enel, a national energy supplier (former national electric company). The famous architect Zaha Hadid on the structure of a former military industrial plant created the building and it is located in the Flaminio area, a district inhabited by upper class, boasting a number of modern and contemporary buildings (the Auditorium by Piano, the Palace of Sport by Nervi, Ponte della Musica of Buro Happold-Kit PowellWilliams Architects, etc.). MAXXI is not only a museum, but a space were new cultural productions are developed and partnership is the main tool to achieve this result: the Foundation has more than 150 institutional and private partners and donors.
Mercat de les Flors Barcelona, Spain
The Mercat de les Flors has an eclectic programme that welcomes a broad range of styles, from the experimental and the contemporary to more popular projects, such as flamenco and hip-hop. Over the last four seasons, around 50% of the audiences have attended productions from Catalonia, while 20% have seen Spanish ones, and around 30% have been for international productions.
The Mercat de les Flors has an eclectic programme that welcomes a broad range of styles, from the experimental and the contemporary to more popular projects, such as flamenco and hip-hop. Over the last four seasons, around 50% of the audiences have attended productions from Catalonia, while 20% have seen Spanish ones, and around 30% have been for international productions.
New Wolsey Theatre Ipswich, UK
New Wolsey Theatre is based in Ipswich and is an independent not-for-profit organisation. They are funded by Arts Council England as one of its National Portfolio Organisations and receive local funding from Ipswich Borough Council and Suffolk County Council as well as other project funding from a variety of sources. New Wolsey Theatre is a mid-scale theatre with a mixed performance programme that combines in-house with touring productions. It has a diverse audience, a strong commitment to access and reaching parts of the community not normally engaged in the arts. This is complemented by a strong business model based on a policy of maximising earned income, especially through ticket sales, and innovative funding. Ipswich is a town with 127.000 population, a mix of ‘rural bliss’, ‘gentrified areas’ new build family housing and older working class areas. Fans of the local football club Ipswich Town are known as the ‘Tractor Boy’ indicating how the town has historically been perceived (tractors are farm vehicles).
New Wolsey Theatre is based in Ipswich and is an independent not-for-profit organisation. They are funded by Arts Council England as one of its National Portfolio Organisations and receive local funding from Ipswich Borough Council and Suffolk County Council as well as other project funding from a variety of sources. New Wolsey Theatre is a mid-scale theatre with a mixed performance programme that combines in-house with touring productions. It has a diverse audience, a strong commitment to access and reaching parts of the community not normally engaged in the arts. This is complemented by a strong business model based on a policy of maximising earned income, especially through ticket sales, and innovative funding. Ipswich is a town with 127.000 population, a mix of ‘rural bliss’, ‘gentrified areas’ new build family housing and older working class areas. Fans of the local football club Ipswich Town are known as the ‘Tractor Boy’ indicating how the town has historically been perceived (tractors are farm vehicles).
Södra Teatern Stockholm, Sweden
Being an attractive cultural arena on commercial terms, a guest stage for nationally and internationally famous artists, upholding the mission in presenting music, theatre and performance with a quality-stamp and with a quality-credibility nimbus versus audience. As a guest stage for nationally and internationally famous artists, ST is still following its legacy from late 90’s in presenting World Music, and multicultural activities in general, including e.g. queer culture. Today sliding towards presentation of other kinds of culture, like contemporary circus and cabaret. The line between “high culture” and more entertainment/amusement-related activities is today slightly, and increasingly, dissolving, at the expense of a narrower program. A lot of the supply is formed for specific club-based demands, more streamlined, with less talks/lectures and more profiled for specific audiences calculated or estimated in advance. Still, the programming is brand-conscious, intending to keep the brand alive in presenting a program that maintains credibility for the audiences as venue for border crossing music, theatre and dance. Audience development in action is aimed to maximise the audience (ticket sales) by mobilising specific audiences and meeting their demands. All kind of audience interfaces are explored, in line with the profile of diverse, “cultural smorgasbord” program.
Being an attractive cultural arena on commercial terms, a guest stage for nationally and internationally famous artists, upholding the mission in presenting music, theatre and performance with a quality-stamp and with a quality-credibility nimbus versus audience. As a guest stage for nationally and internationally famous artists, ST is still following its legacy from late 90’s in presenting World Music, and multicultural activities in general, including e.g. queer culture. Today sliding towards presentation of other kinds of culture, like contemporary circus and cabaret. The line between “high culture” and more entertainment/amusement-related activities is today slightly, and increasingly, dissolving, at the expense of a narrower program. A lot of the supply is formed for specific club-based demands, more streamlined, with less talks/lectures and more profiled for specific audiences calculated or estimated in advance. Still, the programming is brand-conscious, intending to keep the brand alive in presenting a program that maintains credibility for the audiences as venue for border crossing music, theatre and dance. Audience development in action is aimed to maximise the audience (ticket sales) by mobilising specific audiences and meeting their demands. All kind of audience interfaces are explored, in line with the profile of diverse, “cultural smorgasbord” program.
The point Eastleigh, UK
The Point’s professional programme includes a mix of contemporary dance and performance, contemporary theatre, aerial performances, events for families, film and comedy from British and international artists.The venue first opened with a dance studio, then with an additional 312 seat flexible auditorium, a studio theatre and then the development of a state-of-the-art residential Creation Space in 2009, allowing the venue to develop into a regional powerhouse for dance.
The Point’s professional programme includes a mix of contemporary dance and performance, contemporary theatre, aerial performances, events for families, film and comedy from British and international artists.The venue first opened with a dance studio, then with an additional 312 seat flexible auditorium, a studio theatre and then the development of a state-of-the-art residential Creation Space in 2009, allowing the venue to develop into a regional powerhouse for dance.
Theater Zuidplein Rotterdam, the Netherlands
Theater Zuidplein is a venue presenting theatre, music, dance, movie, stand-up, cabaret, talents, festivals and more for a predominantly urban audience, who are not frequent visitors at a theatre or venue. The theatre also run educational programs for children aiming at very diverse groups of interests. There is a clear focus on contemporary expressions, on the ‘now’! Objects or issues that lives or influences the society in any given ‘now’. Theater Zuidplein’s mission statement sets a stage for everyone. We ‘break the stage open’ through presenting and producing theatre and training options for truly anyone and any talent. This is anchored in the theatre’s vision: Theatre is the mirror of our society.
Theater Zuidplein is a venue presenting theatre, music, dance, movie, stand-up, cabaret, talents, festivals and more for a predominantly urban audience, who are not frequent visitors at a theatre or venue. The theatre also run educational programs for children aiming at very diverse groups of interests. There is a clear focus on contemporary expressions, on the ‘now’! Objects or issues that lives or influences the society in any given ‘now’. Theater Zuidplein’s mission statement sets a stage for everyone. We ‘break the stage open’ through presenting and producing theatre and training options for truly anyone and any talent. This is anchored in the theatre’s vision: Theatre is the mirror of our society.
York Theatre Royal York, UK
York Citizens’ Theatre Trust was founded in 1936 and is the operating company of York Theatre Royal. YTR welcomes more than 200.000 visitors each year to a 270-year-old building, refurbished in 2016, in the heart of the historic city of York. The Theatre provides a healthy mix of produced work and middle scale touring productions in its 700 seat main auditorium, and small scale touring and produced work for and with young people in the 100 seat Studio Theatre. The theatre has long standing 138 artistic partnerships with many organizations and high quality local amateur companies, welcomes a range of touring companies, nurtures and supports emerging theatre companies. YTR is nationally recognized for its work with children and young people. This includes Youth Theatre, TakeOver Festival and the work with schools. Its Creative Engagement team works with all ages, but with a particular focus on 3 – 25 year olds.
York Citizens’ Theatre Trust was founded in 1936 and is the operating company of York Theatre Royal. YTR welcomes more than 200.000 visitors each year to a 270-year-old building, refurbished in 2016, in the heart of the historic city of York. The Theatre provides a healthy mix of produced work and middle scale touring productions in its 700 seat main auditorium, and small scale touring and produced work for and with young people in the 100 seat Studio Theatre. The theatre has long standing 138 artistic partnerships with many organizations and high quality local amateur companies, welcomes a range of touring companies, nurtures and supports emerging theatre companies. YTR is nationally recognized for its work with children and young people. This includes Youth Theatre, TakeOver Festival and the work with schools. Its Creative Engagement team works with all ages, but with a particular focus on 3 – 25 year olds.