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Value proposition in the performing arts

The dynamic pricing innovator Sean Kelly, founder of Vatic (dynamic pricing for performing arts and ticketed venues) looks at how we can use dynamic pricing to better understand our audiences.

Published: 2019 | Resource type: article

What is your core purpose?

In this article, which was originally published in Arts Professional, Michelle Wright from Cause4 asks the question: are vision, mission and values at the heart of good cultural fundraising? Michelle explains why arts organisations need to be clear about their fundamental purpose; that vision, mission and purpose states the organisation’s essence, character and direction.

Published: 2015 | Resource type: article

Measuring intrinsic value

Measuring the intrinsic value of culture

This paper argues that the reluctance to use rigorous economic methods has hindered, rather than helped, the case for the arts. It seeks to demonstrate how economics can provide the tools to ‘measure’ and validate the intrinsic value of art.

Published: 2009 | Resource type: article

How to understand and communicate the value of your programmes

Can you say what value your organisation adds to people’s lives?  How do you use that knowledge strategically to build lasting relationships with audience members? How we think about and talk about the art we produce has a direct impact on the levels of support we can expect from our audiences; here we find out ... Read more

Published: 2007 | Resource type: Case studies

Evidence in Making the Case for Museums, Libraries and Archives

This report highlights the evidence for the importance of museums, libraries and archives. It does so by understanding their role delivering public value. This document identifies how museums, libraries and archives have adapted to the changing demands of the public whom they serve, and have asserted themselves as providers of knowledge and inspiration. The report: Demonstrates how popular ... Read more

Published: 2006 | Resource type: Research

Cultural Impact Study

The impact of the arts in Birmingham

A study to identify the economic contribution of the main arts organisations to the Birmingham economy and the impact they have on the image, profile and perceptions of the city and wider West Midlands region.

Published: 2009 | Resource type: Research

Museums and Heritage Show Front Cover

Visitor behaviour and engagement in the museums and heritage sector

This document brings together a vast body of research and experience to demonstrate how research can develop museums’ and galleries’ ambitions, vision, models and methodologies to enable a much more meaningful measure of impact and value.

Published: 2005 | Resource type: Guide/tools

Measuring the impact of culture in Shropshire

The study develops locally relevant indicators and measures to prove the value of culture, with particular reference to central and local government agendas including: Quality of Life and Shared Priorities (commissioned by Shropshire County Council). These locally relevant indicators relate to the impact and outcomes of Cultural Services’ actions across healthy lifestyles, community safety and ... Read more

Published: 2005 | Resource type: Research

V&A exhibition testing research

The research quantified the instant appeal of proposed titles, explored the interest in and understanding of proposed titles and exhibition content, determined the likelihood of attendance by visitor type, and explored the dynamics of a visit – how far potential visitors will travel, who they will visit with, willingness to pay. Five exhibitions were tested, ... Read more

Published: 2006 | Resource type: Research


Leadership and Cultural Value

This article develops the idea of Cultural Value into a critical tool that can be used by cultural institutions to improve their professional practice, the services they deliver, and the value they create. It argues that the adoption of Institutional Value as an analytical methodology will lead to positive organisational change. The context of the essay is the general recognition that ... Read more

Published: 2006 | Resource type: article

Democratic Culture

Excellence, Access and Cultural Democracy

This paper identifies the false dichotomy between excellence and access and takes on the cultural snobs, for whom a democratic culture is a debased culture. John Holden challenges cultural professionals to acknowledge their responsibilities as educators and public servants.

Published: 2008 | Resource type: article

Understanding the drivers, impact and value of engagement in culture and sport

Report which explores new methods for determining the value of engagement in culture and sport, provides evidence on what works and develops a theory and working model of engagement to inform policy decisions.

Published: 2010 | Resource type: Research

Capturing cultural value: How culture has become a tool of government policy

John Holden’s Capturing Cultural Value: How Culture has Become a Tool of Government Policy (2004), published by the think-tank, DEMOS, proposes ways of valuing culture other than the instrumental. This document (and seven further commentaries) explore various issues raised by Holden.

Published: 2005 | Resource type: article

Values and benefits of heritage: a paper by the Heritage Lottery Fund

In this Heritage Lottery Fund annual research review, key information from a range of external relevant research reports is presented. Structured around the values and benefits of heritage, you’ll find topics such as public attitude towards heritage, quality of experience, and social and economic impact.  

Published: 2008 | Resource type: Research

Love Museums pound coin illustration

The economic impact of museums and galleries

Make a strong case for your organisation with key facts about the economic impact of museums and galleries in this handy guide.

Published: 2013 | Resource type: Guide/tools

Comprehending, creating and communicating value

Considers how cultural sector business models will develop in response to the changing roles of the expert, the market and the public in the current cultural landscape. This article provides two viewpoints on the role that arts marketing professionals have in comprehending and delivering public value. John Holden explores the need to understand value from ... Read more

Published: 2008 | Resource type: article

Building a value framework to assess the success of cultural projects

Learn how the Barbican’s marketing director, working together with the artistic director and financial director, created a Value Framework model for the venue. Designed to assess artistic projects across a variety of measures, some financial, some relating to audience development, some relating to environmental issues, this model enabled the Barbican to attach a real value ... Read more

Published: 2008 | Resource type: Guide/tools

How to demonstrate and measure the value and impact of museums and galleries

This keynote from the Museums and Galleries Marketing Day: 2010 ask the question, If our museums and galleries are to be seen as more than just a ‘good day out’, then what do we as marketers need to do to convince people outside of our venues and outside of our sector that we are a ... Read more

Published: 2013 | Resource type: Case studies

Creating and communicating real value for customers

Marketing is vital to making sure people see the benefit and value of culture.  How can you find value in what you do – and how can you make sure audiences and visitors see that value too?

Published: 2011 | Resource type: article

The Price is Right

A summary from an AMA workshop on pricing.

Published: 2012 | Resource type: article