AMA Conference 2020

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Impressive white stone frontage of The Gaiety Theatre, Isle of Man

The generation game: making strategic choices to future proof your programme #ADA

Emma Callin and Sean Kenny, Villa Marina & Gaiety Theatre, Isle of Man Government look at how they can attract a younger audience (14-24 yr olds) as part of their Fellowship at the Audience Diversity Academy. 


Published: 2020 | Resource type: Case studies

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Covid-19 Impact: Museum sector research findings

Following the temporary closures of cultural venues across the country in March 2020, Art Fund commissioned research to find out how they and others could best support as many museums as possible through this period. They asked cultural consultants Wafer Hadley to survey arts professionals about the impact of the Covid-19 crisis on their work ... Read more


Published: 2020 | Resource type: Research

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An audience-led approach to programming and marketing

Nikki Locke, Head of East Durham Creates, shares some practical examples of how they’ve tested different approaches and put the needs of their audiences first.


Published: 2017 | Resource type: Guide/tools

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Digital glue — marketing and programming working together

Explore how marketing and programming teams can work together and how digital projects can bring together marketing, art and audience. This is a transcript from a session at Digital First, featuring presentations by Chloe Rickard from Kneehigh and Sarah Ellis from the Royal Shakespeare Company.


Published: 2013 | Resource type: Case studies

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Balancing act: earned income vs. public service

Explore how Channel 4 juggles the demands of delivering public service content and balancing commercial needs in this report of Jonathan Allan’s keynote at AMA conference 2013.


Published: 2013 | Resource type: article

Right up our street: audience development in Birmingham

The population of Birmingham has a significantly higher percentage of South Asian residents as well as a higher African Caribbean population. This report summarises how Birmingham Arts Marketing’s audience development project demonstrated to The Rep, one of the arts venues involved, the importance of talking and listening and being ready to make changes.


Published: 2000 | Resource type: Research

Raising awareness of mainstream arts among ethnic minorities

This report examines the findings of a qualitative research project examining ethnic minority attitudes to the arts. Focusing on the experiences of the Hudawi Cultural Centre and Lawrence Batley Theatre, both in Huddersfield, it looks at the triggers and barriers to attendance. It concludes that to raise awareness of mainstream arts, a strategic partnership is ... Read more


Published: 2000 | Resource type: Research

Young people participate in production and programming

A case study on how an arts centre has increased the involvement of young people in its production and performances. Twenty or so young people aged 14 to 25 design, produce and programme events and festivals, ranging from music gigs to dance and film.


Published: 2012 | Resource type: Case studies

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A holistic approach to developing new and diverse audiences

Kerry Michael explores Theatre Royal, Stratford East’s holistic approach to audience development in this report from the AMA conference 2005.


Published: 2005 | Resource type: article

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 ... Read more


Published: 2011 | Resource type: Case studies

A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million ... Read more


Published: 2007 | Resource type: Guide/tools

Using new technologies to transform engagement, creativity and programming

This seminar looks at how putting new technology at the heart of redevelopment transformed a traditional arts centre into a media centre. Watershed Arts Centre in Bristol went through a dramatic process of digital innovation, research and workshops over a 2 year period to develop a new way to work more collaboratively with audiences, participants ... Read more


Published: 2009 | Resource type: Case studies

How to bring marketing and programming together to create positive working partnerships

Marketers, programmers and artistic directors often share the same frustrations of working separately and not connecting properly with each other fields, this seminar looks at how to reverse the trend and find new collaborative approaches that can deliver shared responsibility and closer collaboration. This session looks at work being done at the Wales Millennium Centre ... Read more


Published: 2009 | Resource type: Case studies

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Building confidence in a gallery’s family friendly offer

Alongside a capital programme and the accompanying new creative approaches to programming, the Herbert Art Gallery and Museum retains a commitment to its family friendly offer. Communicating the right information through clear channels prior to visits was seen as a priority, especially online, and resulted in new interactive content. The welcome on site was also ... Read more


Published: 2009 | Resource type: Case studies

Creating successful family friendly programming

This guide summarises the contents of a family friendly forum which took place in February 2011 where ideas and learning around family friendly initiatives were shared. You’ll find a checklist of things to think about when programming for families, useful family friendly partner organisations and links to case studies from the participating organisations who shared ... Read more


Published: 2011 | Resource type: Guide/tools

Three steps to making your venue more family friendly

Creating and strengthening relationships with existing and potential family audiences is the key to building child/family friendly arts venues. This short, practical guide details three key steps to make progress: Understand the concept of family friendliness and how it applies to arts Look at venues from a child and family friendly perspective and assess its ... Read more


Published: Not known | Resource type: Guide/tools

How to get your audiences and visitors to take greater risks

We’re in danger of not listening to our audiences enough, and under-estimating what they want from our organisations.  This guide brings to the fore some of the issues around WHY we should encourage our audiences down different paths, exploding some of the myths around the dumbing down of artistic content.  See where the synergy exists ... Read more


Published: 2008 | Resource type: Guide/tools

Delivering artistic excellence to capitvate and engage.

A strategic review highlighted the real possibility of major cuts in public funding for the arts leading up to and post the Olympic Games of 2012.  This realisation led to new targets around increasing attendances for existing product, as well as the need to identify new business opportunities.  Learn how The Cornerhouse managed to maintain ... Read more


Published: 2009 | Resource type: Guide/tools

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Ways to increase engagement through using innovative digital media

In this Digital Marketing Day report, David Stark and Toby Coffey share innovative approaches they have taken with digital media to creatively develop their programming, and improve their content distribution.


Published: 2009 | Resource type: Case studies

Museums at Night 2012 – evaluation report

An evaluation report looking at the achievements of Museums at Night 2012. The document provides an overview of the project, how Culture24 delivers Museums at Night, why the scheme appeals to audiences and visitors, why it matters to museum venues, and how the project will move forward.


Published: 2012 | Resource type: Guide/tools