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ARTS AUDIENCES

ARTS AUDIENCES. OUTLINE. AUDIENCES FOR THE ARTS IN IRELAND. Focus on audiences lacking in arts organisations Visual art, literature, traditional arts etc very little information 44% of capacity is occupied in venues and festivals*

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ARTS AUDIENCES

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  1. ARTS AUDIENCES OUTLINE

  2. AUDIENCES FOR THE ARTS IN IRELAND • Focus on audiences lacking in arts organisations • Visual art, literature, traditional arts etc very little information • 44% of capacity is occupied in venues and festivals* • If attenders who attend once a year could be persuaded to attend twice, an additional 22 million euro in revenue would be generated* *Theatre Forum Benchmarking 2012

  3. ARTS AUDIENCES • Partnership between • Temple Bar Cultural Trust • The Arts Council • Funded by The Arts Council • Project funding secured from DAHG, Failte Ireland etc. • Reports to Policy and Strategy Committee of The Arts Council

  4. WORK STRAND 1 • Enable arts organisations to reach and engage with audiences • Training Programmes in marketing and audience development • Development work • TARGET : • To improve frequency of attendance rates by 20% by 2013

  5. Audience Development Programme – Venues and Festivals

  6. Audience Development Programme • May – December 2012 and 2013 • Advanced Diploma in Management Practice – University of Ulster • Audience Development Plan for each organisation to be produced

  7. Touring Marketing Training – twice yearly

  8. Partnership

  9. Award winning mentoring programme

  10. New Media Marketing – Google adwords workshop

  11. Online tools

  12. WORK STRAND 2 • Help The Arts Council to build an audience focus into its work processes and programmes • Research and analysis work • Work with and train Arts Council staff

  13. Research examples

  14. Visual arts research

  15. Visual arts seminars

  16. WORK STRAND 3 Build a robust audience information base Lack of coherent, robust information on audiences for the arts

  17. Target Group Index report annually • 57% of the adult population, or approximately 2 million people, are arts attenders, unchanged from 2010 • 1.5 million people (44% of the adult population) attend once a year or more often • Arts attendance is holding steady year on year, despite the economic circumstances. 2 million • adults report that they attend at the arts, unchanged from the 09/10 survey results. Some • artforms are showing an improvement in attendance on the previous year • Attendance at plays is up from 1.3 million people who reported they were playgoers in 09/10 to 1.4 • million in 10/11, an increase of almost 8% • Attendance at art galleries and exhibitions is also up from 903,000 in 09/10 to 1,004,000 in 10/11 • an increase of more than 11%. • Arts attendance in the TGI survey is defined as attendance at: any performance in a theatre (which could • For comparison, 1.8 million people reported that they attend music gigs in stadiums and arenas, or • other music gigs. • Evidence suggests that tickets bought for arts venues and festivals in 2010 were worth €45.7 • million. (Theatre Forum Benchmarking Report 2010)

  18. Work strand 4 • Facilitate organisations to drive attendance and participation • Three studies • Ticketting • Loyalty scheme • Online promotion

  19. Loyalty scheme completed

  20. Upcoming projects • Marketplace for Touring • Copywriting seminars • Pre-application workshops

  21. Audience trends TGI 11/12 • Arts attendance is holding more or less steady • Attendance at plays and art galleries was up last year; has fallen back again

  22. Audience trends 11/12

  23. Social media use by region

  24. Direct mail response – arts attenders

  25. Theatre Forum benchmarking 2011 • No evidence that booking patterns are later • No evidence that lower prices increase attendance

  26. Dublin arts attenders more frequent online purchasers

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