CultureHive > Tags > barriers
19th July 2013 Sara Lock

Resources tagged with "barriers"

Using a leisure pass system to break down barriers to audience attendance

Peter Bary from the Brussels based cultural marketing organisation Cultuurnet Vlaanderen outlines their recent success with ‘Uitpas’ a leisure pass system that aims to break down barriers for infrequent cultural audiences. The user friendly leisure pass works on a credit saving system and offers cultural ‘trials’ and discounts for less advantaged audiences. The project was launched after in-depth research and data analysis was carried out over several years and this case study provides an overview behind some of the science behind the thinking and recent results.

Published:2014 Type: case-study


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Is all this technology actually helping?

Is it just possible that technology might be alienating our audiences and creating a barrier to the arts? ICT is used to develop advertising and marketing strategies and to enhance sales and provide customers with information, but are computers getting in the way? This article argues that it is possible to do technology well – but it must be made invisible.

Published:2013 Type: article


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Breaking down the barriers to the arts

To remain relevant to the communities they serve, arts organisations need to change – or they will die. This article examines a range of barriers to arts involvement, including marketing which might itself create barriers. It concludes that both organisational and social change are needed.

Published:2013 Type: article


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A flexible approach to working with young people

Tyne & Wear Museums, a regional museum and art gallery service, used the Art Ambassadors Project as part of its approach to target 16–25 year olds. This case study details the background to Art Ambassadors, the scheme in practice, including meetings with youth workers, and its conclusion to take a flexible approach to meeting young people on their own terms.

Published:2013 Type: case-study


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Developing youth audiences: Is it worth it?

How do we address the under-representation of under 26 year olds in our audiences? The first article debunks 13 myths about youth arts attendance, including ‘Young people don’t have any money’ and suggests that efforts to attract ‘young people’ might be a waste of resources; the second and third articles describe successful schemes at the National Theatre, Warwick Arts Centre and Milton Keynes Theatre which encouraged young people to become regular theatre-goers.

Published:2013 Type: article


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A cultural ambassadors scheme: does it work?

The CBSO launched a Cultural Ambassadors scheme to persuade committed audience members to attract new audience members by using pyramid selling, personal contacts and peer-to-peer selling. This report details the objectives, the planning and running of the scheme and the results and lessons learnt.

Published:2013 Type: research


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Breaking down the barriers to arts in schools

‘All Our Futures’, the government report into creative and cultural education, put forward a case for more integrated arts activities in schools. In this keynote speech we are urged to change our conceptions of ‘culture’ and ‘art’ – as the arts is often regarded as a remote and separate activity, something that exists outside the other areas of our life.

Published:2013 Type: article


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How cultural heritage organisations can work with the web

Since 2000 the use of the social web has increased very rapidly in cultural heritage organisations. This report summarises the barriers which have been identified in exploiting its potential and then focuses on the opportunities for social networking and community participation online. It includes examples of how the web can be used to provide or improve access, continuing professional development, education and outreach, marketing and promotion and more.

Published:2013 Type: research


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How to encourage non-users into libraries

Javier Stanziola presents an analysis of research carried out on library use, including demographics and reasons for use as well as recommendations for the future

Published:2013 Type: research


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Deepening the visitor experience for the future

Jerry Yoshitomi explores what makes a museum or gallery experience meaningful and how innovation and new practices are needed if we are to break down barriers, deepen the visitor experience and attract a new generation of visitors.

Published:2013 Type: article


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New work for new audiences: an approach to audience development

Explore Welsh National Opera's approaches to reaching new audiences and delve into the evaluation of Classic FM-supported concerts in this presentation by Lucy Shorrocks and Giles Pearman.

By Lucy Shorrocks, Giles PearmanPublished:2013 Type: article


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Change for the better: developing audiences

This article includes two case studies from Tyne & Wear Museums and macrobert. Each author looks at how they made integral changes to their organisation in order to develop new and diverse audiences. From improving the overall visitor experience through to developing venue brands; and setting up youth panels through to developing a children's charter, each organisation outlines their approaches to changing for the better.

Published:2013 Type: case-study


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‘Not for the likes of you’ success stories

Discover the success stories of the 'Not for the Likes of You' initiative, as ten organisations share how they changed their overall positioning and messaging to remove barriers to attendance and participation.

By Morton SmythPublished:2013 Type: case-study


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New Audiences programme: a review

The purpose of the New Audiences programme was to encourage as many people as possible to participate in and benefit from the arts in England. The programme ran between 1998 and 2003 with a total budget of £20 million. The aims of the programme included tackling barriers preventing arts attendance, increasing the range and number of people participating in the arts, and creating opportunities for people to become involved through different spaces and places. This report provides an overview of the wide range of New Audiences activity and outlines priority areas for engaging with general audiences, young people, diversity, disability, families, inclusion, rural and …

Published:2013 Type: research


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Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London's Family Advocates Programme, BAC's work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate Britain's project working with children to explore artwork through classical music among others.

Published:2013 Type: case-study


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Access for blind and partially sighted people at museums, galleries and heritage sites

A report based on research with blind people and cultural organisations to discover how museums, galleries and heritage organisations can best match the requirements of blind and partially-sighted visitors. The report, funded by the Paul Hamlyn Foundation, identifies the issues which most affect the experience of this audience and suggests ways in which potential barriers may be removed.

Published:2013 Type: guide-toolkit


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How arts and cultural organisations can work with schools

A report exploring how arts and cultural organisations can work with schools. It focuses on: the type and nature of work taking place; key criteria for schools in working with arts organisations; art form priorities and provision for schools; communication between arts organisations and schools; the challenges and barriers facing schools in accessing provision; funding, spend and value for money. The Working with Schools research project aimed to inform the development of future programmes of work and this report makes suggestions for possible developments. These are presented in the wider context, drawing on findings and recommendations as set out in relevant regional and national documents.

Published:2013 Type: research


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Breaking down barriers to attract new audiences

This case study looks at The Night Shift, a radical new concert series created to attract new and younger audiences to experience the work of The Orchestra of the Age of Enlightenment (OAE). As well as young people, the series targeted infrequent and non-attenders of classical music by taking classical music out of the concert hall, and presenting concerts in an informal, interactive, friendly way. The result was a breaking down of barriers between performers and audience, while maintaining the high artistic standards of OAE's existing concerts.

By Orchestra of the Age of EnlightenmentPublished:2013 Type: case-study


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"Not for the likes of you" – how to reach a broader audience

Explore how a cultural organisation can become accessible to a broad general audience by changing its overall positioning and message, rather than just by implementing targeted audience development schemes or projects.

By Maddy Morton, Seamus Smyth, Mel Larsen, Debbie BaynePublished:2013 Type: research


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Discover Dance – an evaluation of a development programme

The Discover Dance programme was run by Arts About Manchester between 2005 and 2009. This evaluation provides Acorn profiles of dance attenders and a useful insight into some of the key barriers to engagement for first time attenders with the dance sector, as well as an evaluation of the development work that was undertaken.

Published:2013 Type: research


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A digest of information available on audiences in the North East

A report exploring existing research on museum and gallery audiences in the UK, with a particular emphasis on the North East. The digest includes factors informing people's decisions about leisure time, how families make the decision to visit, advance planning and incidental visiting, frequency of visits, and the barriers to attendance.

By Morris Hargreaves McIntyrePublished:2013 Type: research


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How the promotion of excellence could be a barrier to attendance

This keynote from AMA Conference 2009 poses the argument that selling the superiority instead of the diversity of the arts has not been a particularly effective strategy for developing audiences. It poses an approach to changing a culture of creating barriers that involves brokering relationships.

By Diane RagsdalePublished:2013 Type: article


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Arts and Young People – a report on a pilot audience development programme

Arts and Young People formed an important strand of Yorkshire Arts Board's approach to the New Audiences Programme (ACE and RAB collaboration).  This report includes an introduction to the programme and its core aims and objectives, case studies on some of the activity that took place, analysis of the evaluation of that work and recommendation for future programmes.

Published:2013 Type: research


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An evaluation of 15 programmes of work with arts and disabled people

As part of its second year of activity under the New Audiences Programme, North West Arts Board worked with 15 organisations across the region to undertake action research in the area of Arts and Disabled People.  This evaluation report takes you through the process, from application through to final reporting, the key outcomes, what worked well and what didn't, and offers lessons and implications for future activity.

Published:2013 Type: research


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How to run a successful Test Drive campaign

If you'd like to introduce new audiences to new programmes of work for the first time, then maybe Test Drive is the right route for you.  This simple guide outlines some of the key components of Test Drive - who it's aimed at, how it works, what the outcomes might be, and gives you a step by step plan from initial concept through to effective evaluation.

Published:2013 Type: guide-toolkit


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CreativePeople Cultural Diversity and Disability Co-ordinators – an overview

Whilst the New Audiences Programme focuses on audiences, CreativePeople is about CPD at a national and cross-artform level, and the Cultural Diversity and Disability Co-orinators roles played a vital part in developing projects and supporting a network of coaches and mentors.  This report outlines some of the key evaluation findings surrounding that work.

Published:2013 Type: research


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Audience development toolkit

Boost your confidence in audience development with this practical toolkit, which covers definitions and key principles and provides guidance on writing and delivering an audience development strategy.

By Louise CogmanPublished:2013 Type: guide-toolkit


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What makes a successful family friendly event?

We're often looking for creative ways to attract low or unengaged audiences into our venues. This family friendly film festival aimed to introduce new families to cultural venues which they may not have normally visited, by creating an exciting, affordable holiday experience. Running in summer 2010, the festival showcased films and activities across twenty different arts venues around Greater Manchester. This fact sheet provides a snapshot of the key learning points and headlines from the project evaluation, outlining top tips for how to make a really successful family friendly event.

Published:2013 Type: research


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Cultural diversity and audience development

Discover arguments for focusing on cultural diversity, examples of good practice and practical advice for marketing, management and audience development in this comprehensive guide.

By Alison Edbury, Rachel Harrison, Anne Torreggiani, Ivan Wadeson, Heather MaitlandPublished:2013 Type: article


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How to work with arts ambassadors

What makes a good arts ambassador?  How useful can they be as a marketing tool for your organisation? How do you get started on recruiting ambassadors that will bring real benefits?  With top tips and words of caution, this step by step approach to promotion and development through ambassadors will offer the tools you need to generate real impact.

Published:2013 Type: guide-toolkit


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Recommended ways to work with Diaspora communities

In the cultural sector, working with international artists and culturally diverse communities has become second nature. This article outlines the value and contribution of Diaspora communities, obstacles for engagement - including stereotypes across all sectors, and how we can better understand these communities. You'll find a series of recommendations including implementing two-way communication, creating a balance between the contemporary and traditional, and revising perceptions.  

Published:2013 Type: article


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Family friendly film festival evaluation

This family friendly film festival aimed to introduce new families to cultural venues which they may not have normally visited by creating an exciting, affordable holiday experience. Running from the 30th July - 5th August 2010, comprising 52 events at 20 venues in Greater Manchester. The festival showcased films and activities across twenty different arts venues around the city and beyond.

Published:2013 Type: research


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How to engage with broader audiences

Developing approaches to engage with diverse audiences, specifically disabled audiences, Black and Minority Ethnic groups and lower socio-economic groups. This study explains the motivational and functional drivers that can stimulate demand, alongside barriers to engagement and how to overcome them. A holistic organisational approach supported by a range of tactics is recommended, drawing on practical examples and case studies. These include proactive socialising, family-friendly, building partnerships and targeting investment in order to build meaningful engagement.

Published:2013 Type: research


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Promoting good health through the arts

This case study describes the 'Arts on Prescription goes for a Walk' programme - an innovative development of an already existing scheme. The project attracted ten adults suffering from a range of mental health issues who used natural materials found in a parkland to create temporary installations. You'll find a description of the project, alongside key evaluation findings.

Published:2013 Type: case-study


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How the PSA3 target is used to measure under-represented groups

In this article Andrew Lewis outlines the PSA3 target set by the DCMS, used to measure under-represented groups. He looks at some of the statistical evidence which demonstrates which groups are the least represented in the arts - in terms of both attendance and participation, and reports on some of the known barriers which organisations need to address. He believes that success in increasing representation relies on work across the sector, including the partnerships built by - and between - the Arts Council, arts officers, voluntary and community art groups.    

Published:2013 Type: article


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Best practice approaches to being 'family friendly'

This research presents an audit of ‘family friendly’ work across the arts and cultural sector. It brings together key information in relation to families and ‘family friendliness’ work, examining models of best practice. You'll find a literature review of family friendliness across the cultural sector, an outline of gaps in knowledge, understanding and practice plus suggestions for developing more inclusive and accessible practice in family friendly approaches.  

Published:2013 Type: research


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Enabling diversity in Greater Manchester

This report provides an overview of learning points from the Enabling Diversity – Greater Manchester project. This initiative sought to develop and provide relevant and sustainable audience development activity with culturally diverse communities in Greater Manchester. The objectives included securing active involvement of member organisations, building market intelligence and delivering marketing activities to specifically targeted communities. 

Published:2013 Type: case-study


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How to develop a diverse audience base

This series of five case studies demonstrate different possible approaches for increasing the diversity of your audience. From the Balti Bus project at the Lawrence Batley Theatre, through to The Ramayana at Royal National Theatre London, each project approach is outlined and its effectiveness evaluated.  

Published:2013 Type: case-study


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Creative youth consultation and participation toolkit

This practical toolkit represents a snapshot of the research and profile raising work undertaken by the English National Youth Arts Network. It demonstrates how the arts can be used as a tool to consult with young people; showcasing practical examples and case studies from the cultural sector. It also signposts other useful resources for youth consultation.

Published:2013 Type: guide-toolkit


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Enabling cultural diversity in Lancashire

This report provides an overview of the learning points from the Enabling Cultural Diversity – Lancashire project. This initiative sought to develop and pilot relevant audience development activity with culturally diverse communities in Blackburn, Preston and East Lancashire. The objectives included auditing the culturally diverse arts activity in the area, creating information resources such as lists and networks and undertaking collaborative marketing activity.

Published:2013 Type: research


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Approaches to inclusive development work: evaluation of a disability co-ordinator

This research report provides an evaluation of the work undertaken by a Creative People Disability Co-ordinator employed by Arts Council England. It evaluates the process of developing a series of six projects over the first year of a two year project. The work aimed to increase the ability of Creative People's networks to respond, and include disability organisations and disabled arts professionals. It identifies successful learning points and approaches to inclusive development work.

Published:2013 Type: research


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A report on young people’s involvement in the arts

This report details the outcomes of Mencap’s three consultations that took place between 2007 and 2009 aimed at discovering how people with a learning disability are engaged with the arts in England. They included young people with profound and multiple learning disabilities in the consultation and sought to cover as broad a geography and range of abilities as possible. Mencap wanted to know what type of arts activities they do, what type of arts activities they would like to do and what problems they have when doing arts activities.

Published:2013 Type: research


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Resources and case studies on engaging young people

To coincide with the reporting on 'A Night Less Ordinary', the ACE-funded national scheme to increase the numbers of young people attending theatre, this round-up gives brief description of and links to a range of other resources and case studies on the theme of young people’s access to the arts, from 1999 to 2010. Several of them came through the New Audiences for the Arts initiative.

Published:2013 Type: case-study


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Get to grips with what the Heritage Lottery Fund means by ‘audience development’ and how to use it in funding applications

These guidelines from the Heritage Lottery Fund explain what audience development is, why it is important to them, and why arts and cultural organisations and the people marketing and fundraising for them should take full account of the HLF’s priorities on audience development. The Guidelines then cover topics such as who takes part and who doesn’t, barriers to participation, factors driving participation, and gives a 5-step process to help museums, heritage sites and cultural organisations build audience development into what they do.

Published:2013 Type: guide-toolkit


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What influences attendance or non-attendance at heritage sites?

This investigation for English Heritage looked at what factors, such as health or access to transport, affect whether people are likely or not likely to visit heritage sites. Arts marketers and people looking to engage visitors with culture, especially outside urban locations, will learn which are the main motivating or limiting factors, including lack of facilities, exposure to heritage sites in childhood, ethnic background etc, that impact on visitor levels. Form this they can think about how to address the issues or how to communicate about their site in ways that address these barriers.

Published:2013 Type: research


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Improving access to arts for audiences and artists with disabilities

This long and honest report evaluates the experience of the NorDAF projects as part of New Audiences, looking at barriers to the arts for disabled people, with Theatre Royal Newcastle, Tyne and Wear Museums, Northern Gallery of Contemporary Arts, Northern Print Studios. This case study has lessons equally on how to set up and run such projects, which arts markets may find useful in a climate of increased collaborative working.

Published:2013 Type: case-study


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How access to culture for young people has changed in recent years and in different European countries

This research review brings together studies into the way young people access culture in a number of countries, including Young Tate in Liverpool or Hip Hop Academy Hamburg. Arts marketers will gain an overview of the different contexts for youth access. There is a summary of the main findings covering barriers such as financial, geographical etc, and makes recommendations for improving access to culture. This is a useful document for setting your strategies in context and to evidence your access decisions.

Published:2013 Type: research


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Using visitor personas to target audiences more effectively

By developing audience personas, organisations can better target their marketing campaigns for specific groups of customers. Personas can also help plan and prioritise which tools to use to best reach specific visitors. The Citizens Theatre in Glasgow successfully used this approach to focus their campaigns.

Published:2013 Type: case-study


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Research brief samples

Example research briefs for use in commissioning organisations or consultants to carry out research.

By Cath HumePublished:2012 Type: case-study


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Using pricing to optimise income and access

Transcript of a session giving an overview of pricing strategy and theory, and the pricing review process, with a case study from the City of Birmingham Symphony Orchestra (CBSO).

Published:2012 Type: case-study


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Opening doors: developing culturally diverse audiences

Report on a seminar on developing culturally diverse audiences, focusing on Black and Asian audiences. The Arts Marketing Association (AMA) hosted a seminar called ‘Opening Doors’ in June 2001. With notable exceptions, the audiences of most arts organisations do not reflect the makeup of the UK population. Opening Doors focused on two objectives: 1. To help delegates understand some of the barriers that may prevent Black and Asian people from attending. 2. To equip delegates with the knowledge to create a workable plan to develop a culturally diverse audience for their organisation.

Published:2012 Type: guide-toolkit


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The Green Guide

Understanding and marketing to rural audiences for large- and middle-scale venues.

Published:2012 Type: guide-toolkit


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Ambassador schemes

Building Relationships without Technology: Ambassador Schemes. Includes case studies of effective ambassador schemes. What type of person makes a good Ambassador? Quality is better than quantity Enthusiastic, outgoing people with busy social lives They care about the arts and your organisation They have time to commit - the busiest people often make the best  Ambassadors Good communicators and good listeners

Published:2012 Type: guide-toolkit


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