We are currently planning our next major regional audience development project, to be delivered in September 2009.
ANE wishes to coordinate Open View; a regional audience development and Marketing initiative aimed at increasing participation and engagement with the cultural sector in the north east region, by offering the public opportunities to sample arts and culture through access to rehearsals and exciting behind-the-scenes activity. All events will be low or no-cost.
By taking audiences to places they’ve never been before, the programme will facilitate deeper experiences with theatres, dance centres, galleries, museums, heritage sites and other cultural attractions. All participants will have the opportunity to join the ANE centralised arts audience database and continue to develop their arts engagement through access to targeted information and special offers.
ANE will manage the project, drawing on its diverse subscriber network to recruit partners. Partners will develop a unique and exciting behind-the-scenes event, with or without financial support from the project budget. Events will be publicised widely throughout the region through press and promotion drivers. Open View will run throughout September 2009. 23 partner organisations have committed to the project as delivery partners and in-kind support in terms of venue provision and staff time currently exceeds £20,000.
The Open View campaign fits in with the following aims within ANE’s mission statement:
- Increase recognition and understanding of audience development
- Improve the reach of cultural organisations
- Build sustainable partnerships and foster collaboration
The project will enable us to support our subscribers and deliver audiences to them. All partners will benefit from inclusion in a high profile regional campaign and cross-sector collaboration.
The project also follows on from our work on the Family Friendly and Maximise projects, by enabling ANE to put into practice the learning gained around developing family and BME audiences for the cultural sector.
The 2005/06 DCMS Taking Part survey shows that the North East region has the lowest rates of attendance (59%) and participation (48%) in the arts in England.
Audience development is an important priority for this region to address the findings of the Taking Part survey, and to reach governmental targets such as NI10 (visits to museums and galleries) and NI11 (engagement in the arts).
By delivering this project, ANE can actively play a much larger part in co-ordinating activity across the whole cultural sector to address low participation and attendance.