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A crowd of colourful blobs in the shape of a crowd of people.

Shared Audience Experience Report 23/24: Headline findings

Indigo CEO Katy Raines shares the headline findings from the first six months of data collection through the Indigo Share Audience Experience surveys.

Published: 2024 | Resource type: Research


The National Gallery brings Caravaggio’s paintings to life

The National Gallery shares its experience of generating PR buzz and new audiences for its Beyond Caravaggio exhibition.

Published: 2017 | Resource type: Case studies

Composers, Performers and their Audiences

How do audiences experience engagement activities, and how do they impact on experiences in concert – particularly with new work? Guildhall School of Music and Drama ran a joint research project with Britten Sinfonia to investigate. This presentation explores the research and reveals some of the findings. If you would like more information on this ... Read more

Published: 2014 | Resource type: Research

Moving on from branding

The future doesn’t look bright for brands. This seminar paper blows a number of myths out of the water to persuade us that branding is not enough any more to attract and retain customers. The arts needs to be less ‘corporate’ and instead rethink how they want to deliver highly attractive products (beautiful spaces, fantastic ... Read more

Published: 2007 | Resource type: Guide/tools

Young people explore the arts

‘Arts Explorers: it’s a stage they’re going to’ is an Edinburgh-based project that aims to address the perception among socially excluded young people that the arts are not for them. This report summarises the project and gives recommendations for others. It concludes that young people are ready to engage in the arts provided four elements ... Read more

Published: 2002 | Resource type: Guide/tools

Creating engaging brand experiences with emotion-based visitor research

This article was first published on Research Access.  It discusses how the Van Gogh Museum in Amsterdam is using the findings of a deep research exercise to move away from trying to ‘be all things to all people’.  The article makes reference to a presentation made by the Van Gogh Museum and TNS NIPO at ... Read more

Published: 2013 | Resource type: article

CRM strategy – why is a seamless customer journey so important?

Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and ... Read more

Published: 2013 | Resource type: article

Using Google+ to run a bold experiment in digital theatre

The Royal Shakespeare Company (RSC) and Google Creative Lab considered the question: “what would a play look like on the internet?” The outcome was an ambitious idea to stage A Midsummer Night’s Dream in real-time over the course of three days in June 2013.  Characters in Midsummer Night’s Dreaming (#dream40) also shared snippets – photos, text updates ... Read more

Published: 2013 | Resource type: Case studies

Quizoola: a 24-hour webcast and trending on Twitter

Forced Entertainment is a theatre company based in Sheffield, UK, who produces contemporary devised performances that tour worldwide. In April 2013, they performed one of their most popular pieces –  Quizoola! – continuously for 24 hours at the Barbican as part of the SPILL festival. The entire piece was streamed online via a live webcast and Twitter users were ... Read more

Published: 2013 | Resource type: Case studies

Tweet seats

Twitter is an important platform for Providence Performing Arts Center (PPAC) in Rhode Island, US, to raise awareness of new shows and events. This case study explains how PPAC designates special seats within the auditorium to individuals who tweet about a show whilst they are watching the performance. Tweet seats aims to help raise the profile of the ... Read more

Published: 2013 | Resource type: Case studies


Random International’s Rain Room at the Barbican

In October 2012, Random International’s largest and most ambitious installation – Rain Room – opened in the Barbican’s Curve gallery. A 100 square metre field of falling water, Rain Room came alive through audience interaction with the thousands of falling droplets responding to audience presence and movement. This case study describes the planning, processes and outcomes ... Read more

Published: 2013 | Resource type: Case studies

Matching your product to the market

Andrew McIntyre explores marketing in terms of what a visitor might want to experience and what an arts organisation or curator might want to offer. He proposes the use of a benefits matching model to focus marketing activities on the benefits sought by the visitor and the benefits offered by the arts organisation in order ... Read more

Published: 2008 | Resource type: article


How ‘The Sultan’s Elephant’ shows us the power of the arts

Helen Marriage uses ‘The Sultan’s Elephant’, performed on the streets of central London in 2006, to bring to life the importance of creating an unmissable experience and inspiring an emotional response in an audience. She argues that the fact that a million people came to watch the same thing provides a sense of how powerful ... Read more

Published: 2008 | Resource type: article


Converting supporters into 'raving fans'

This article looks at how the Baltic has increased visitor frequency by making the visitor experience an unrivalled one, aiming to convert those who might be supporters of the museum into ‘raving fans’. Claire Byers explains how technology has played its part but so too has staff training.

Published: 2008 | Resource type: article

Measuring the intrinsic impact of the arts

With plenty of anecdotal evidence of the benefits of the arts, this is a detailed account of a study exploring how it is possible to measure how people might be changed by an arts experience. Alan Brown discusses the design of the study, data collection, the results (intellectual stimulation, spiritual value) and the implications for ... Read more

Published: 2008 | Resource type: article

Personalisation and the future of successful cultural leadership

Mixed Arts Venues (MAVs) have become increasingly visible in recent years presenting innovative programmes of independent film, digital and non digital arts, and running popular social spaces that serve local communities. A network of six MAV venues: Cornerhouse (Manchester), FACT (Liverpool), Watershed (Bristol), Broadway (Nottingham), Showroom (Sheffield) and Tyneside Cinema (Newcastle), was successfully awarded funding from the Cultural Leadership Programme to explore ... Read more

Published: 2008 | Resource type: article

Improving the visitor experience resource screen shot

Improving the visitor experience at cultural venues

Heather Walker draws on her work as a consultant for the Roundhouse to explore how cultural venues can improve visitor experience through a more unified approach to visitor and customer services.

Published: 2013 | Resource type: article

Parallels in customer attitude and behaviour between the arts and independent retail

In 2010, after seventeen years in arts marketing, Jan McTaggart opened up a greengrocer, Clementine of Broughty Ferry, with her business partner Carole Sommerville.  In just three years, Clementine has built up a loyal and varied customer base (they deal with around 78,000 customer transactions a year). In this article for CultureHive, Jan makes observations ... Read more

Published: 2013 | Resource type: article

How to start a conversation with a mass audience

Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards  “I went to MoMA and …” to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum’s lobby wall, the project turned into ... Read more

Published: 2013 | Resource type: Case studies

Understanding disabled people as audiences

A report looking at how cultural organisations can better understand disabled people as audiences, the barriers they may face and how they access the sector. This research-based report includes data on audience behaviour, as well as an analysis of the barriers that must be overcome, such as access, and how those involved in audience development ... Read more

Published: 2013 | Resource type: Research