This presentation is about the process of developing an Audience Development Strategy I used for the Philharmonia Orchestra's bid for Strategic Touring Funds from Arts Council England. The bid has been submitted - the decision date is not yet arrived. However, we learned a lot about large-scale, partnership-led audience development strategies, which we think useful to others. This is about 'what we learned so far', as presented to the Touring Exhibitions Group's Marketing Place on Cardiff, April 2013.

1. Rachel Escott
Audience Development Consultant
Creative Communications

2. ACE STRATEGIC TOURING FUND BID
Philharmonia Orchestra’s
i-Orchestra Tour
The Audience Development Approach

4. About the project
◊ Bid just submitted - not yet decided!
◊ Point of view (mainly) of touring company
◊ Audio-visual-digital installation tour with performances
◊ World-class orchestra, offers national and international touring,
residencies, education and community work
◊ Leader in digital adaptations of musical assets: The Orchestra App;
Re-Rite and Universe of Sound installations
◊ Re-using/ re-working assets to make available in area of low
provision
◊ South West - strong amateur music tradition but few high quality,
professional classical music concerts and small audience base

5. What we learned
◊ Don’t make assumptions about the population you’re touring to - do
the
research
◊ ONS (Census 2011); Area Profile Reports; Arts Audiences Insights;
Mosaic/ Acorn …
◊ But also TALK TO PEOPLE!
◊ Audience development relies on relationships. Relationships take
time.
Relationships with audiences but also local partners
◊ Recognise the value of what local partners can contribute
◊ Need someone to hold it all together - negotiator, co-ordinator
◊ Share skills, knowledge, contacts - assume you’re all in it for the long
term

6. What else we learned
◊ Marketing is not audience development
◊ In many organisations, marketing staff don’t have time, resources or
hinterland for audience development
◊ PO is experienced in effective marketing but less so in AD – hence
bringing in a specialist to work on these aspects.
◊ Works best as a collaboration between marketing, education,
community engagement and programming specialists/ skills
◊ Substantial time and resource investment needed - has to be a solid,
strategic imperative for the organisation to want to do it
◊ Know your product and how it could be used for AD - seed ideas to
generate enthusiasm, invite potential partners to view

7. From other projects
◊ Sliding scale from marketing <> audience development
◊ One tour/ ‘product’ could have bookings at different points on the
scale
◊ Be clear about your relationship for each booking: commercial
transaction / testing water for future / previous venue partner and
familiar audiences
◊ http://audiencesontour.com
◊ Share data on previous audiences and how the show appeals to them
◊ Know your product and how it could be used for AD - seed ideas to
generate enthusiasm

8. Rachel Escott
Audience Development Consultant
Creative Communications
Rachel@developaudiences.co.uk 07752 900 950
www.developaudiences.co.uk