'Test Drive the Arts NI – Reaching the New, the Old and the Downright Bold!' by Alice Lewis, Audiences NI Test Drive the Arts introduces people to the arts for the first time by offering guest tickets from unsold capacity. The idea behind Test Drive the Arts is that potential patrons have the opportunity to experience attending a performance – providing organisations with a new and rich source of ‘hot leads’ they can convert into regular attendees. Audiences NI is managing a Test Drive the Arts project which will focus on Belfast initially before being rolled out across Northern Ireland. The project’s primary funder is Belfast City Council with support from ACNI for roll-out out across Northern Ireland.

1. Test Drive the Arts NI Reaching the New, the Old… … and the downright Bold! Alice Lewis Audience Development Manager

2. What is Test Drive the Arts?

3. Targets 3000 unique visitors to the website 1000 new attenders within first 6 months 20 arts organisations participating 10% of Test Drivers progress to ticket purchase Secure Media Partner Significant positive Media Coverage

4. Our approach Online mechanism Get input from arts organisations Work with partners Centralise as much as possible Monitor supply & demand

5. The website

6. The website

7. The website

8. Application Form

9. PR & Marketing Campaign

10. Media Partner

11. Media Partner

12. Our approach

16. Kiosks

17. The Response

18. Response – 4 months in 5870 unique visitors to the website 611 applications = 1249 tickets (122 unsuccessful applications) 27 arts organisations (over 35 signed up) ? % of Test Drivers progress to ticket purchase Positive Media Interest & Coverage

19. Applications by Week

20. How did they find out about Test Drive?

21. Traffic Source 37% - Direct 20% - Google 9% - Moneysavingexpert 6.5% Facebook 3% Kiosk pages 24.5% Others

22. Sixty Second Survey

23. Did they attend?

24. Did they enjoy their experience?

25. Do they want to go back again?

26. Did they find the application process easy?

27. Did they tell friends and family?

28. What did they say?

29. This was a great opportunity to try something we wouldn't usually do. We hadn't been to a classical music concert in a very long time but now we're keen to go back more often as it was very enjoyable. Having only been to the Linen Hall Library once before I was completely unaware of the events that regularly happen there. “ I had meant to go to see the Ulster Orchestra for years but never quite got around to it. I had a fantastic evening, loved every minute of it and will be booking to go again very soon.” “ This was a great opportunity to attend something which I would not have previously considered but would definitely in the future.”

30. “ Without Test Drive I would never have known that Elmwood Hall existed. I'm glad that I was directed to the website and followed the easy instructions to apply. I thoroughly enjoyed the night and have been given the opportunity to experience a part of Belfast culture that I had not previously explored. The site increased my awareness in the Belfast Arts scene and I look forward to expanding my experience in the near future!.” “ Great experience. It gives an opportunity to attend events that you wouldn't normally and probably will do from now on!.” “ I would highly recommend this for people who, for one reason or another, haven't visited an arts venue for a while. It has certainly re-ignited my interest and I look forward to future productions.”

31. I used to be a fairly regular theatre goer, but illness precluded me from attending, I was really glad that I went on Saturday night, a brilliant performance that kept me enthralled!! I did not notice the time passing. It made me realise what I have been missing all these years!! GO,GO and thrice GO!!.” Really enjoyed it and the two children I brought with me had never been to the theatre before and they had a great time and want to go again!! It is quite a few years since we were out in the evening in Belfast and we thoroughly enjoyed ourselves and would certainly go again.

32. Who are the Test Drivers?

33. Gender

34. Age Range

35. Hard to Reach? Areas of Deprivation 14% of participants drawn from Top 100 Areas of Multiple Deprivation (7% in a comparable analysis) Mosaic Types Students and Singles +7% on comparable dataset Housing Exec Tenants +5% on comparable dataset

36. Benchmarking 21 27 Arts Orgs 1296 1249 Tickets 231 (417 bookings) (725 registered) 611 Applications Never Seen Live After 9 months Test Drive the Arts NI After 4 months

39. Alice Lewis Audience Development Manager www.audiencesni.com www.testdrivethe arts ni.org