Fiona Allan, The Curve, Leicester Theatre Trust, delivers her presentation at the 21st Century Arts Conference 2012 - Audience Capital.
Successful audience development is the result of the alignment of programming, marketing and learning/participation objectives, and putting both the art and the audience at the heart of organisational decision making. When this approach works it can lower barriers to entry and create audience loyalty, trust, and an appetite for risk.
Having worked both as an Artistic Director and an executive director/CEO, I look forward to sharing why I believe that treating our audiences as unknowing of their own tastes, and the model of Artistic Director as auteur, need to be put well behind us. I will deliver examples of how cross-disciplinary teams armed with customer insight can work in partnership to build audience capital.