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May 18, 2018

Captura de pantalla 2018 05 18 a las 10.42.27

The present document summarises the main features and findings of a study carried out within the framework of CONNECT, a Knowledge Alliance that promotes innovative cooperation between universities and organisations in the cultural sector across Europe.

CONNECT aims are to:

-  Bridge the gap between teaching in the academic/higher education world and Continuous Professional development in the cultural sector for the promotion of best practices and a systemic growth of audience development (AD).

-   Define a new validated “twin-track” programme in AD with a Mentoring and Coaching Scheme

- Create a mutually supportive network and learning community of academics, practitioners and students in the arts management field + an EU platform.

During the project a new Twin-track programme in Audience Development – AD - for students and practitioners working in arts management will be designed and launched by a transnational team of researchers, teachers and trainers from higher education institutions and private cultural organisations, in 5 national hubs: Spain, the UK, Italy, Denmark and Poland. The programme will be comprised of multidisciplinary training modules that mix formal and informal learning methodologies and digital resources. Parallel sessions using practice-based learning activities, will be run to introduce AD theory, practice and philosophy, transfer management and strategic skills, and develop entrepreneurial skills through a mentoring and coaching scheme that matches students with professionals.

As a preliminary step (WP2), the Consortium devised a study in order to ensure the Twin-track programme was set up correctly.

The following chapters report the research initiatives carried out by the Consortium in WP2, including methodologies, actions and the main cross-cutting results with a view to designing an up-to-date, context-responsive training programme.


Many culture makers have embraced the theme of Audience Development (AD); we all want audiences, preferably large and enthusiastic ones. But how can we demonstrate to our investors that we have taken the task seriously? How do we measure our efforts?

This meticulous study undertaken by the European Commission, looks at examples from the diverse European cultural landscape, providing innovative approaches and methods in the area of AD and tools for cultural leaders looking at make a convincing case, within their organisations, for a transition to an audience-centric approach.


“STUDY ON AUDIENCE DEVELOPMENT: HOW TO PLACE AUDIENCES AT THE CENTRE OF CULTURAL ORGANISATIONS”

IN MORE DETAIL

Many culture makers have embraced the theme of Audience Development (AD); we all want audiences, preferably large and enthusiastic ones. But how can we demonstrate to our investors that we have taken the task seriously? How do we measure our efforts? This meticulous study undertaken by the European Commission, looks at examples from the diverse European cultural landscape, providing innovative approaches and methods in the area of AD and tools for cultural leaders looking at make a convincing case, within their organisations, for a transition to an audience-centric approach.


Shelley's talk will explore a new initiative at the Brooklyn Museum which empowers visitors to ask questions using their mobile devices as they explore the galleries with a team of art historians and educators answering incoming queries during a person’s visit.

This three year project, funded by Bloomberg Philanthropies as part of their Bloomberg Connects program, launches in June 2015. Shelley will discuss the Museum’s shift to a user-centered approach for project concept, design, and build; agile planning methodology is being used to test ideas directly with visitors. Shelley will talk about the iterative process in bringing this project to the floor and lessons learned in the early days of program.