Creating a new model for audience development with Battersea Arts Centre
In collaboration with colleagues at Battersea Arts Centre (BAC) I set out to create a new model for audience development. The Making of Pinocchio by Cade & Macaskill came to LIFT in 2022. When we spoke with the artists afterwards about what we could improve, they noted the lack of trans and gender non-confirming people in the audience. When The Making of Pinocchio was set to come back to BAC in 2023, we decided to solve that lack.
Co-funded by LIFT and BAC we hired an audience connector, someone from the audience we’d identified who would be in a position to make a more meaningful connection with that audience. And someone who would - beyond the role we were hiring them for - benefit from having purposefully grown their networks within their community. We established a three phase plan encompassing research, engagement and evaluation, and supported them to run surveys, focus groups and invite people to come to the show and join them for a conversation afterwards.
The Making of Pinocchio ran from 1 - 10 November 2023. The project and model will be evaluated in December.
Based on positive responses to the creation of the audience connector role for The Making of Pinocchio, and with a desire to meaningfully expand our audiences (the long-term goal is to have an audience that reflects the diversity of London) we (LIFT) applied for and were awarded Foyle Foundation funding. In autumn 2023 we hired two audience connectors who will work with two audience groups ahead of the 2024 festival. These roles are modelled on the same structure as the first project, but with funding we’ve been able to increase the number of days and offer training. The idea is also to test two different approaches. One audience connector is focused on connecting with an audience spread across London but with a shared culture/identity - the Latinx community. The other is working to engage a geographically specific audience - residents of London’s Square Mile. In both groups we’re hoping to reach people who do not often/ever go to the theatre/performance art.
Insights from The Making of Pinocchio audience connector evaluation will be fed into the projects for 2024. Following the 2024 festival we hope to be closer to having a clear model for meaningfully developing arts audiences that can be applied to the 2026 festival, and shared with colleagues in the industry.
Key skills:
Research
Audience development
Strategic thinking
Understanding funders priorities
People management
Photos: The Making of Pinocchio by Cade & MacAskill, captured by Christa Holka.
