Find out how an arts centre increased its audience and resilience by focusing on its offer as a gateway connecting people with the arts.
Introducing mac birmingham
Opened in 1962, mac birmingham (Midlands Arts Centre) is an arts centre in Cannon Hill Park in the Edgbaston area of Birmingham.
Its programme includes theatre, dance, independent cinema, live streaming of performances elsewhere, music, comedy, spoken word, exhibitions and special events.
It holds around 120 practical classes each week covering all aspects of creativity from playing musical instruments to ceramics and jewellery-making.
It also tours theatre productions and exhibitions developed in house or in partnership with other arts organisations.
The Business Model
The Business Model for mac birmingham is offer-driven, centred on its Value Proposition. The core of this proposition is the centre as a gateway where people can meet, work, enjoy, experience and generally connect with the arts. This offer applies to artists, local residents, visitors to Birmingham, community groups and business users of the space alike.
The diversity of the spaces, the programmes and the people in the building make this a potentially powerful proposition. People feel encouraged to experiment with the art they make or the art they consume. The building encourages those coming for the independent cinema to try a visual arts exhibition, for instance.
Activity includes self-generated projects and commissions that tour beyond Birmingham, and
incoming work that gives mac visitors the chance to experience a diversity of artistic forms and styles.
Download the case study to read more:
mac birmingham Business Model Case Study (PDF)