“Access to culture remains a highly topical issue across Europe. Available data on cultural participation shows that a significant part of the population still does not participate in mainstream cultural activities, with people in more deprived circumstances (with regards to their income and education level) participating much less than people with higher education profiles and higher incomes. Cultural participation is recognised as a human right and an important building block for personal development, creativity and well being. However, the cultural provision offered by institutions receiving public funding often benefits only a reduced segment of the population. This may require the identification of strategies to increase participation, in order to guarantee equity and efficiency in the use of resources“.
OMC report Policies and good practices in the public arts and in cultural institutions to promote better access to and wider participation in culture http://ec.europa.eu/culture/policy/strategic-framework/documents/omc-report-access-to-culture_en.pdf
Cultural institutions of today need to tailor their programmes to adapt to the needs of their audiences, shifting from an offer-oriented policy to demand-oriented strategies of engaging their audiences, focusing on relevance It is the organisation itself, which is responsible for defining where to focus its attention: in reaching new and diverse audiences; in raising awareness; in fostering engagement; in building sustainable relationships, etc.
All cultural actors need to improve our knowledge, skills and competences of what the audience development philosophy implies for a better understanding of multiple connections between, e.g. an institution’s policy, its profile, its artistic aims, its financial setup, its staff composition, its competition reality, its partners and collaboration circumstances, its programming tradition, its community anchoring and its development potential. Under these premises AD can become highly relevant in terms of connecting into each of these parts.
We would like to invite you to a basic training course on Audience Development strategies in cultural organisations, Step 1.
Date: 10 November 2016
Venue: Intercult, Nytorgsgatan 15A
Price: 2000 SEK plus VAT (200 Euro for participants from other countries)
Registration is possible up to the day before the course!
This training course is addressed to cultural organisations, which are willing to test new management models, and to take on new responsibilities with a view to diversify their visitor policies to more audience-focused. We invite leaders of organisations as well as representatives of different departments wishing to learn more about a holistic approach to audience development instead of being a matter of one- mostly marketing- department.
The overall aim of the course is to support the target group to develop participant’s insight and competence about how to create and start implementing new audience development strategies in their everyday work.