AMA Conference 2020

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Jerusalem: Involving local participants to create a professional production

The Jerusalem Project saw The Common Players Theatre Company, in partnership with Exeter Northcott Theatre and local promoters, bring Jez Butterworth’s award winning play to the West Country on tour. This report explains the audition/casting process, the relationship with promoter partners, the make up of the audience and their reaction to the piece. In addition, ... Read more


Published: 2014 | Resource type: Research

Visions for the future – a key part of society

The region in which Middlesbrough Institute of Modern Art (Mima) is situated has very little arts infrastructure. It is a region with high poverty, high unemployment and very low life expectancy – where the art gallery is based, the average life expectancy is 54 year’s old. It was a risk to put an international contemporary art gallery in ... Read more


Published: 2013 | Resource type: article

The role of arts participation in regional well being

This paper is a summary of key areas of interest from Julia Anwar McHenry’s research thesis ‘The Arts and Social Well-being in Rural Communities: A Qualitative and Quantitative Assessment in the Mid West Region of Western Australia’. Anwar McHenry’s thesis is the outcome of a research project on the role of the arts in the ... Read more


Published: 2011 | Resource type: Research

Libraries as Start-ups

These days, people aren’t just checking out books at the library – increasingly, they’re making things there. Brian Pichman from the US-based The Evolve Project, which aims to change the way people see libraries, discusses the new collaborative and creative uses of libraries being successfully trialed around the world, including maker spaces and fab labs, ... Read more


Published: 2014 | Resource type: article

How to build a good relationship with the local press

Do you feel like you’re sending your press releases out into the void? Helen Nugent, former Times journalist and founding editor of cultural website Northern Soul, shares her secrets for building a more fruitful relationship with your local arts journalist.


Published: 2013 | Resource type: article

Hyperlocal journalism and your cultural organisation

What is ‘hyperlocal’ journalism and how can it help you? Local websites and blogs can be both a useful source of information and also a vital link to communities for arts and cultural audiences as Sarah Hartley from hyperlocal experts Talk About Local explains in this guide.


Published: 2013 | Resource type: Guide/tools

How to talk to bloggers

Cultural bloggers are passionate about the arts, promoting their content across extensive social media networks, and engaging with the young and local arts consumers. But how can an arts organisation engage with the blogger? And with so many blogs out there – where do you start? This guide provides seven key tips on the most effective ways ... Read more


Published: 2013 | Resource type: Guide/tools

Cumbria – visitors and cultural consumers segmentation analysis

This report explores a segmentation carried out on a number of databases from Cumbrian tourism organisations, venues and events. It looks at visitor origin to determine where cultural tourists came from, and assesses the role of local (North West) cultural consumers versus those from other parts of the UK. Visitors are broken down by MOSAIC ... Read more


Published: 2013 | Resource type: Research

SoLoMo – social, local, mobile

Over the last few years, the term SoLoMo, short for ‘Social Local Mobile’, is being used more and more. At its heart is an important concept that will become increasingly important to arts organisations. Having an effective social local mobile strategy simply means understanding the changing customer behaviours that have been brought about by smartphones ... Read more


Published: 2013 | Resource type: Guide/tools

Mapping the inside of a cultural venue with Google Street View

This case study looks at the Royal Shakespeare Company’s experience of becoming the first UK theatre to have an on-site photographer create internal Google Street View images. As well as creating an online tour to introduce audiences to the venue’s inside spaces and restaurant this was  embedded on their website, to enhance the theatres’ Google Places listing.


Published: 2013 | Resource type: Case studies