Engage Audiences. Study on Audience Development-How to Place Audiences at the Centre of Cultural Organisations

WHEN
2016

WHERE
Europe

PARTNERS/CLIENTS
Culture Action Europe, ECCOM, Intercult

REFERENCE ACTIVITY
International Cooperation

THEMATIC SCOPE
Cultural Participation, Impacts Of Culture

A study which explores innovative approaches to audience development, and aims to give cultural leaders the tools to make their organisations more audience-centered.

Engage Audiences. Study on Audience Development-How to Place Audiences at the Centre of Cultural Organisations

A study which explores innovative approaches to audience development, and aims to give cultural leaders the tools to make their organisations more audience-centered.

WHEN
2016

WHERE
Europe

PARTNERS/CLIENTS
Culture Action Europe, ECCOM, Intercult

REFERENCE ACTIVITY
International Cooperation

THEMATIC SCOPE
Cultural Participation, Impacts Of Culture

Abstract

The study, conducted by Fondazione Fitzcarraldo in collaboration with Culture Action Europe, ECCOM, and Intercult, was commissioned by the DGEAC of the European Commission and aimed to provide innovative approaches in the field of audience development. It seeks to equip cultural leaders with the necessary means to make their organisations more audience-centred.

Goals

The study provided cultural organisations with the tools to convincingly support the need to become more audience-centred. It was aimed both at those working inside the organisation (boards of directors, artistic and communication departments, advisory committees, and other decision-making structures) and policy makers ( public authorities, patrons, sponsors, etc.).

Project website

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Final Report

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Our role

Over the course of 12 months, Fondazione Fitzcarraldo investigated how audience development practices can affect cultural organisations, through the collection of case histories and guidelines.

The project involved three main activities:

Desk research: creation of a relevant and comprehensive bibliography on key Audience Development themes;

Mapping of cultural organisations that have transitioned to a more audience-centred approach, whose practice was useful to share at European level. An analytical catalogue and a practical guide illustrates the transition path to becoming an audience-centred organisation.