5. Performing Audience Development

The fifth and last online Training Hotspot by Haceria Arteak/ZAWP from Bilbao, Spain.🎭
The aim of this last TrainArt event was to lead participants to learn about relationships between the world of the arts and that of organisations. It presented the concept of audience development in CCIs and the organisational implications of adopting such an approach. To achieve this, the event went deeper into Haceria Arteak’s model of management and event production system, and also included important inputs from other agents and consultants from the Basque cultural sector.
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TRAINART is a EU-funded project developed and implemented by seven European partners: Consorzio Marche Spettacolo (Italy), Welcome A.p.s. (Italy), Teater Nu (Sweden), Kulturanova (Serbia), Haceria Arteak (Spain), Limerick City and County Council (Ireland).

TRAINART aims at:

• Strenghtening the competitiveness of the European Performing Arts sector and shaping new skills for cultural operators interested in developing innovative business models in the Cultural and Creative Industries;

• Giving new skills to cultural operators/artists by focusing on two particular fields: management models of cultural spaces (Field A) and artistic interventions in non-conventional contexts (Field B).

*Field A: New management models
for cultural spaces.

The need for performing arts center executives to exhibit strategic leadership and strong change management capacities may be best addressed by developing a systemic capacity building approach, based on the development of five key change management capacities. Engagement with international touring and presenting, as well as engaging diverse cultures within the community, requires the capacity to manage international cultural interactions and to represent cultural identity. Shifts in audience behavior and the constant increase of competition from diverse leisure activities require the capacity to promote innovative methods of audience development and to experiment participatory governance approaches. The diverse revenue streams involved in the management require the capacity to foster a sustainable mixed funding system. Most important, performing arts center leaders must exhibit effective strategic leadership, including constant strategic awareness and an entrepreneurial focus on changing environmental demands in the international, domestic and organization spheres of engagement.

*Field B: Artistic interventions
in non-conventional contexts.

TRAINART intends to provide cultural operators with adequate training to meet the demand for artistic interventions in unconventional contexts as quickly and effectively as possible. Artistic interventions in non-conventional frameworks (enterprises or public bodies) allow artists to open new markets and to reach different audiences, but also to gain new inspirations from unusual work environments: artistic interventions represent new opportunities for artists for experimentation and growth.