What can be done to improve the capabilities of arts organisations to both develop a strong and sustained customer/visitor base and build participation in the arts? This report examines how organisations can understand the motivations of our audiences and customers, and develop skills to create and maintain a customer base. It also considers participation and how it can be widened.
We believe that organisations considering replacing ticketing, marketing and development systems would benefit frommore guidance on the typical business requirements for these systems, and the relativemerits of the systems available. In the commercial world organisations such as Gartner and Forrester provide extensive research and analytical reports of this nature – the information available in the arts sector is more limited.