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March 2006
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Snippets
On Friday 17th February 2006, 100 key opinion formers and professionals
from across the arts gathered at Glasgow
20:20 Vision for Audiences - images of possibility
- in the newly renovated City Halls, in the heart of Glasgow's
Merchant City to discuss what arts organisations can do now
to grow the city's audiences for the future.
Created
and produced by GGA, Glasgow 20:20 looked at the impact of population
trends, market developments, new thinking, new technology and
new techniques to encourage and sustain audiences.
What
some of the delegates enjoyed most about the day:
"the
public expression of commitment to Audience Development from
Bridget McConnell and Patricia Ferguson"
"Interesting, captivating speakers"
"I
thoroughly enjoyed myself, made good contacts (finally put faces
to names!) and generally there was a great buzz about the whole
day"
"not
having to select a seminar and knowing you have made the wrong
choice"
Feedback
so far from our e-survey of delegates has rated the conference
to be a resounding success. Importantly, many delegates have
suggested specific areas for GGA to focus on next. It's not
too late to give us your views from the day - feedback
here.
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Audience Development
Audience
Development
Assistant
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This month's Snippets
features...
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The
Glasgow Market Place
Delegates
at the recent conference took away a piece of research
by Charlotte Winter, GGA's Market Research Manager, that
profiles and quantifies Glasgow's potential audience market
place. Free to GGA members, the research is a very useful
reference point when lobbying and setting strategic marketing
objectives.
The Audience
Data Exchange
The first set of results,
still very much in draft, have been circulated to participating
organisations and reveal some fascinating insights into
audience behaviour.
Recent seminars attended
by front of house, box office and marketing staff came up
with ideas of how to develop and improve skills and increase
communication amongst front line staff across the city. Using
their feedback, GGA has created a draft training needs analysis
and is developing ideas for training materials. A process
of consultation will follow to increase impact.
At the same
time, across the Scottish tourism industry it is recognised
that visitors' needs, wants and desires have to be addressed
to encourage repeat visits
and positive word of mouth. Various schemes exist to help.
If you are passionate about good service and would like
to be involved in developing front of house and box office
ideas for the city, find out more via the tourism's Pride and Passion movement and/or
email Kirsty at GGA.
With the opening of
the City Halls a growing challenge exists for classical
music orchestras in Glasgow - how to grow audiences to
sustain the level, quality and amount of provision. Tim
Baker and Roger Tomlinson have been appointed by Glasgow
City Council to carry out a study that looks at orchestral
provision in the city, collaborating with GGA where appropriate.
The research aims to examine levels of attendance and
consider issues such as pricing, marketing, programming,
timing, and forward planning. Initial consultation is
underway and the study aims to report back in late spring.
Roger Tomlinson
and Beth Aplin (ACT Consultants) are mid-way through a
feasibility study commissioned by the City of Edinburgh
Council, Scottish Enterprise Edinburgh and Lothian, the
Scottish Arts Council and The Audience Business, to look
at the potential for the creation of an integrated ticketing
portal for Edinburgh's cultural agencies. The Booth, the Highlands
and Islands online ticketing operation and Belfast's integrated
ticketing system are being looked at as potential models.
This feasibility
study is in response to Patricia Ferguson's statement
on the setting up of a national box office. Glasgow City
Council and Scottish Enterprise Glasgow don't have any
immediate plans to develop an integrated ticketing system,
although the Glasgow City Marketing Bureau is developing
their diary listings and web services with a view to increasing
awareness of what's on in Glasgow. Julie Tait, Director,
GGA, has been involved in discussions and continues to
press the case for increased collaboration between the
arts, city marketing and tourism. Bridget McConnell is
fully aware of the developments in Edinburgh and awaits
the outcome of the report.
National Theatre
of Scotland
GGA recently submitted
a far reaching piece of research carried out on behalf
of the National Theatre of Scotland, which looked at brand
awareness and the pre-launch perception of the organisation
amongst a sample drawn widely from across Scotland. What
emerged was a common agreement about what the National
Theatre meant (and should mean) to the wider public, how
it made people feel and what it should stand for to maximise
its impact and ensure future success.
Playwright
Studios, Scotland
GGA is working
with PSS to evaluate the success and impact of an exciting
new pilot audience development project to accompany 'Evolve',
their play development programme for aspiring playwrights.
Across a 6 month period (from February 2006) audience
members will have the opportunity to learn how to analyse
writing, share opinions and develop text through facilitated
discussions with the playwright. The aim is to develop curiosity,
confidence and enjoyment by sharing a glimpse of the process
of writing, encouraging greater attendance as a result. The
partnership is with the Tron and other venues across Scotland.
An
Lochran: Gaelic Arts Strategy for Glasgow
Working with
Glasgow City Council's Gaelic Arts Development Officer, Rona
MacDonald, and An Lochran (promoting Arts and Culture in Glasgow),
GGA is building an audience development strategy for Glasgow.
We are reviewing current research as well as developing new
research with key audience targets, working alongside national
bodies for the promotion of Gaelic arts.
An audience profile
analysis, using an e-survey and in-venue research, is underway.
We're supporting
WASPS Artists' Studios and Glasgow
Sculpture Studios in the completion of a marketing
strategy for the Briggait, which will house both organisations
following renovations.
Back
to top
Considering
Children and Family Audiences' Needs
Date:
30th March - 9.30am-4.45pm
Venue: Horsecross (Perth Concert Hall), 185 High Street, Perth
This
day long seminar will explore what arts organisations can do
to become more accessible to children and families. Participants
will have the opportunity to learn from and engage in discussion
with Glasgow Grows Audiences, macrobert, North Edinburgh Arts
Centre, Perth Concert Hall, The Audience Business, Wee Stories
Theatre for Children, Visible Fictions and more. More details...
Opportunities
for Theatre Directors in Scotland
Date:
16th March - 2-4p
Venue: Royal Lyceum Theatre, Edinburgh
Christine
Hamilton, Director, Centre for Cultural Policy Research (CCPR)
has completed a short study on the opportunities for the development
and training of theatre directors in Scotland.
Commissioned
by the Federation of Scottish Theatre (FST) and funded by
the Scottish Arts Council, the report is the agenda for a
seminar of theatre directors, organised in collaboration with
the FST to discuss the proposals. This event will be held
on 16th March in the Royal Lyceum Theatre, Edinburgh.
The FST is very keen to get views from a wide range of interested
parties. To register, please contact Margie Jones at the FST by 14th March.
Back
to top
Free E-Business
Workshops from Scottish Enterprise Glasgow
e-Commerce:
A detailed overview of the main online payment options available.
Date: 15th Mar, 10am-12noon
Online
Market Research: How the Internet can be used as
a research tool for your business.
Date: 21st Mar, 10am-12noon
Best
Practice Web Design: Shows examples of current best
practice in website design.
Date: 30th Mar, 10am-12noon
Wi-Fi:
Explains the benefits and uses of wireless networks.
Date: 22nd Mar, 10am-12noon
For details of these and other sessions or to book a place visit
In
the News
Balancing
Audience Appetites With the Needs of Artists
The
Scottish Arts Council
has agreed that from April 2007 it will change the way it
offers support to the arts in Scotland in its role as a development
and funding body. The changes will place a sharper focus on
the needs of artists, ensure a more healthy, sustainable arts
sector and reinforce its commitment to improving the opportunities
for people who wish to participate in the arts
Read more...
UK
Visitor Numbers Slump but Scotland Holds Up
The
July bombings in London and the G8 protests in Edinburgh both
took their toll on the tourist industry, according to recently
released figures. At Scotland's top attraction, Edinburgh
Castle, visitor numbers were down more than 3%, a change attributed
by industry experts to images of rioting in the capital in
the build-up to the G8 summit. However, the broader picture
was positive with visitor figures for the Royal Museum/Museum
of Scotland, National Gallery, National War Museum, Culzean
Castle and Country Park, National Gallery of Modern Art and
Dean Gallery all showing positive increases.
Sir
Tom Hunter Hands out £600k to Six School
One of
Scotland's richest men is to invest more than £600k in six
Glasgow secondaries as part of the Scottish Executive's flagship
scheme to raise standards in state schools in deprived areas.
Sir Tom Hunter is a supporter of the Schools
of Ambition Project, set up last year to drive
up attainment and develop specialist areas such as sport,
drama and languages.
Scotsman
in 'Vodcast' First
Scotsman.com
has become the first newspaper website in the UK to offer
a video pod or 'vodcast'. The three minute video can be downloaded
on to an iPod or viewed conventionally using a media player
on the website from the Heritage and Culture section. It investigates
mysterious stories surrounding Edinburgh's closes and is presented
by the scotsman.com journalist Diane Maclean.
Highland
2007 Year of Culture
CCPR's work on the evaluation of Scotland's Year of Highland
Culture continues with the collection and analysis of press
clippings. Discussions with focus groups have taken place
with school children, tourist organisations and promoters
in the Highlands. A survey of arts heritage sports and science
organisations is now being developed.
Cultural
Profiles
Cultural Profiles are a new source of web
intelligence on global culture. At the time of writing an
initial seven profiles are already available online (Afghanistan,
Cambodia, Laos, Norway, Scotland, Slovenia, Viet Nam with
Egypt, Lebanon and Japan to be added soon). These Cultural
Profiles are targeted specifically at cultural professionals,
artists and cultural officials, with the aim of encouraging
and facilitating reciprocal international exchange and co-operation.
Each Cultural Profile provides an analysis of cultural policy,
cultural infrastructure and cultural exchange practices, with
an emphasis on developing future collaborations.
GGA
News Review
Catch
up on the week's news, which includes press review ratings
of GGA members' events by logging onto GGA's online Resource Library.
TGI
Start Tracking Word of Mouth Among UK Consumers
TGI -
the British Market Research Bureau's long-running media, product
and lifestyle survey - has begun collecting data on word of
mouth in a bid to help marketers target influential consumer
groups. It has recently published its first set of findings
based on six months of interviews with more than 12,000 UK
respondents. The move reflects the growing importance marketers
are attaching to 'viral marketing'. Read
more
Read
On
World Book Day may have just passed (2 March) but research
shows that 53% of adults in the UK won't have read a book
in the last month. There have been lots of efforts to encourage
children to read, but now it's the adults' turn. Quick Reads is a selection of books by popular
authors that are no longer than 20,000 words, have short paragraphs
and words of no more than two syllables. The fast-paced new
books are designed to encourage reluctant readers to get hooked
on books.
Open
Harp Surgery
New medical evidence shows that harp music has positive benefits
for the respiratory and circulatory systems - in other words,
breathing and the heart. The presence of harp players on hospital
wards has resulted in a decrease in cortisol, the anxiety
indicator, in patients, who also report calmer and more relaxed
breathing patterns. Harp music has also been shown to lower
the heart-rate of unconscious patients on the operating table,
which improves the efficacy of surgery. Experiments are planned
to show whether recorded harp music has the same effect.
Source: T body & soul p17 18.2.06
On the Audience Front...
Glasgow's
Pledge - Cultural Rights to All
City
will offer children free swimming and theatre trips
Glasgow
has made six cultural promises to its citizens, heralding
the first system of "cultural rights" in the country.
The
city's first Cultural Strategy, aims to extend free swimming
lessons for under-tens and give children at least one free
trip to a theatre or museum a year.
The
rights
- To
explore, express and extend cultural identity
- To
develop cultural talents and interests
- To
literacies
- To
health and well-being
- To
a pleasant and high quality environment
- To
help shape and design cultural policy and provisions
At
GGA we're often asked to recommend arts, marketing, market
research, press and media and design professionals to work
with organisations on short term projects. So, in response
we're putting together a database of freelance contacts
complete with CVs and testimonials. If you would like to
be added to the list or simply wish to tell us about someone
you would like to recommend, please contact Dianne
Greig at GGA on 0141
248 6864.
This
month's highlighted supplier: Graphical
House
What
they say about themselves:
"Graphical
House solve communication problems across varied media with
an eclectic mix of creative skills and thinking. Our solutions
are clear and engaging, designed to work for the end user
and for the client".
"Our
'house style' is friendly, heavily influenced by a sort
of early morning optimism and a keen desire to help our
clients. The four walls that keep us together have their
foundations in Glasgow but our work and clients like to
get out there into the world".
Log
on to the GGA website to view the list of suppliers who have been recommended
by GGA Members. Call us now if you think you should be there
too!
Key
findings from nVision report on 'Authenti-seeking'
Authenti-seekers
are people in society who are increasingly looking to obtain
the true, the original, the real thing. At its heart, authenticity
encompasses two areas: looking for authenticity within products,
services and experiences and looking for it within ourselves.
Interest in both among consumers appear to be growing. Authenti-seeking
looks set to continue as long as technology and virtual life
continue developing at the pace they are - the need for human
contact and for traditional activities will increase. As consumers
become more empowered and cynical of fake promises, they'll
continue to seek out the authentic in their own way. Just as
corporate social responsibility and ethical branding is ringing
a bell with marketers, so will authenticity.
Source: Media News Digest
Hope to
see you at the Family Friendly
seminar on 30th
March.
Best
wishes
Dianne Greig
Audience Development Manager
Glasgow Grows Audiences
Suite 1/1
6 Dixon Street
Glasgow
G1 4AX
T - 0141 248 6864
F - 0141 248 4090
E - dianne@gga4arts.co.uk
W - www.gga4arts.co.uk
GGA - Promoting the Live Arts
Experience
P.S.
Snippets
e-news
over the last few months.
Book
a Room
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room don't forget the GGA facilities.
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