CultureHive > Case Study > How to develop a diverse audience base
11th April 2013 Sara Lock

How to develop a diverse audience base

By: Arts Council England

This series of five case studies demonstrate different possible approaches for increasing the diversity of your audience. From the Balti Bus project at the Lawrence Batley Theatre, through to The Ramayana at Royal National Theatre London, each project approach is outlined and its effectiveness evaluated.


The adverts on the buses helped word of mouth spread in the Asian and non-Asian communities  but it is difficult to measure the impact of this scientifically. Certainly it increased the visibility of the show on the major bus routes.

The ambassadors provided a great source of expertise, which benefited the LBT staff greatly in their efforts to make the LBT as welcoming a venue as possible for first time attenders from the Asian communities.

| Published:2013

Smart tags: visitors inclusion ethnicity engage engagement diversity audience development barriers attendance ambassadors access