Gulbenkian Theatre and Audiences
Daisy Whittle
Created on November 15, 2022
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Transcript
Gulbenkian Arts Centre
Bibliography
Reflections
Measuring Success
Audience Priorities
Audeince Segments
Audience Feedback
Audience Survey
Audience Recruitment
Accessibility
What are they?
Index
The Gulbenkian aims to become a leading 21st Century International Arts Centre
The Gulbenkian is an ArtsMark Partner and supports Arts Award.
The Gulbenkian is an Arts Centre based on campus at The University of Kent, Canterbury. It's a four venue arts centre comprising of: 340 Capacity Theatre300 Capacity Cinema Cafe/Bar Colyer-Furgesson Hall
Who are they?
Seat Sizes and Fat Accessiblity
Relaxed Performances
Assistance Dogs are welcome
HandrailsHearing/Visual Impairment SupportAudio Described PerformancesCaptioned PerformancesPre-Show Touch Tours
Wheelchair Accessible Spaces Dedicated Parking SpacesLevel AccessDisabled Access Toilets Lifts to the first floor for Cinema and Colyer-Fergussan Hall
+ in
Accesibility
Facebook, Instagram, Twitter and Youtube are all used regularly for advertising. Posts are scheduled to optimal times that the majority of followers are online.
Recruitment-Digital Methods
Brochure Distribution-Online publication as well
Hyper Local Publications including the Whitstable Warbler and Cene Magazine.
Posters and Flyers are distributed around Campus, around Canterbury Town and Whitstable.
Recruitment- Traditional Marketing Methods
Recruitment- In person Networking
As part of the University of Kent, the Gulbenkian hosts at least 1 Staff and Student focus group over the year. They also regularly network with dance groups, theatre groups and local Canterbury businesses.
In 2019 a Audience Finder survey was conducted by the Gulbenkian. From the report, we can see that the highest attenders to the venue were white females aged 65-older. The survey also collected postcodes so that the Gulbenkian could see how far their audience travelled.
Audience Feedback and Surveys
Questionnaires are given out on an ad hoc basis- depending on event- to gain feedback from the audience in attendance.
Ad Hoc Questionnaires
Box office insights, is data collection from ticket bookings made through the box office. The data is limited to address and demographic profile, so cannot provide in depth information to be studied.
Box Office Insights
Yard, D. (2022). The Gulbenkian- Interview. 15 Nov.
"the hardest thing is to understand people who are not coming and why. It is impossible/super-difficult to really know exactly who to target"
Suburbanites and small towners interested in heritage activities and mainstream arts.
Dormitory Dependables
Affluent, professional and suburbanite keen consumers of traditional culture.
Commuterland Culturebuffs
Culture Segments
Diversity
Unified Teams
Live Music & Comedy
Crowd Pleasers
Priorities
All departments within the Gulbekian are unified with their priorities towards audiences. They acknowledge the need to programme crowd pleasers, as well as artistically challenging work. They have a large focus on cinema, comedy and live music. And all want to develop a broader, more diverse audience and remove barriers that may prevent their attendance.
Additional Priorities
The Creative Engagement Team work with schools and communities on workshops and other ways to engage with the arts.They are also working with Pupil Premium Statistics to help discover ways to reach less well off children.
In general ticket sales for individual events are used to measure success. However the next stage on from here is measuring the overall sales for the year. Annual reviews of the ticket sales are then compared to the previous years. Access ticket sales are also measured in order to gain an understanding of how many access needs are being supported.
Measuring Success
Marketing takes a focus on music, new networks and mailing lists. The marketing media shifts depending on the company/ organisation.Student discounts are generally not income generating schemes but do increase socialising and recommendations
Student Discount
Marketing Focus
Measuring Success
Reflections
Increasing visibility of posters and schedules in higher footfall areas such as the Templeman Library or around the Co-op.
01
Hosting more focus groups with students, potentially offering more options for discussion through the Cafe/Bar during weekdays.
03
Fundraising- helping to increase not only funds for the Gulbenkian but also increasing the engagement with students and staff if running during a weekday.
02
Bibliography
- Gulbenkian. (n.d.). Gulbenkian. [online] Available at: https://thegulbenkian.co.uk/.
- Yard, D. (2022). The Gulbenkian- Interview. 15 Nov.
- Gulbenkian (2019). Gulbenkian 2018-19 e-survey. Audience Finder.
- Gulbenkian (2022). Gulbenkian Arts Centre Audience Development Plan. Gulbenkian Arts Centre.
- Morris Hargreaves McIntyre. (n.d.). Culture Segments. [online] Available at: https://www.mhminsight.com/culture-segments/.
- www.youtube.com. (n.d.). Krista Terrell discusses Culture Segments. [online] Available at: https://www.youtube.com/watch?v=uDQEPN7cgZk [Accessed 17 Nov. 2022].
- The Culture Value Project (n.d.). Critical Mass: Theatre Spectatorship and Value Attribution. The Culture Value Project The British Theatre Consortium.
- The Audience Agency. (n.d.). Audience Spectrum. [online] Available at: https://www.theaudienceagency.org/audience-finder-data-tools/audience-spectrum.
- Alistair Smith (2010). How do you measure theatre success? [online] the Guardian. Available at: https://www.theguardian.com/stage/theatreblog/2010/apr/09/theatre-industry-success.
Thanks!