PRE-APPLICATION WORKSHOPTouring and Dissemination of Work Scheme
Arts Audiences 10th and 11th November 2014
DEADLINES
• Upcoming deadline for application to The Arts Council
1. Touring and Dissemination of Work Scheme for tours in all artforms in the period
July – December 2015 Advance planning Jan – Dec 2016
Deadline for applications 4th December 2014
Application – general guidelines
• Read the guidance !
• Health warning – guidance should be followed at all times
ARTS AUDIENCES AND TOURING
• Marketplace initiative
• Pre-application workshops on audience elements– Aimed at ensuring that when you get an award
you have the right things in place
• Touring Marketing Training
ARTS AUDIENCES RESOURCES
• www.artsaudiences.ie
• Guide to Marketing Your Production on Tour
• Digital Arts Marketing Training
The Arts Council - Touring Scheme and audience focus
• Amongst other things, The Arts Council is looking for
– high artistic quality and that generally have a strong audience focus.
– for a diverse range of audiences
What will we cover?
• If you get a grant what will you need to implement the audience elements
– Demonstrating that your application meets the audience criteria (Q 2.4)
– How to set an audience target for your tour ( Q.2.5)
– How to set a marketing budget for your tour ( Q 3.1)
Q 2.4 How does your application meet the assessment criteria?
• Each artform has a slightly different set of criteria, slightly different around audience
• READ THE GUIDANCE• Examples would be:– Architecture: Demonstrate ambition to show
international or national exhibitions which would not otherwise be seen by Irish audiences
– Literature: Build on long-term objectives around developing readership and audiences for contemporary literature
Q2.4 Research
• What information could help?
• Can you demonstrate a gap for what you are offering? Or a proven demand among audiences?
Q2.4
• Have you toured before to the venues you are proposing to tour to? Is there information that might help?
• Have colleagues or friends in your artform toured to those venues before?
• Talk to the venues about previous experience
Q2.4 – resources available
1. Arts Attendance in Ireland report – www.artsaudiences.ie
Breaks down audiences for artforms by region
2. Information resource – Venues section www.artscouncil.ie
3. http://www.artscouncil.ie/Arts-in-Ireland/Strategic-development/Mapping-your-audience/
Arts Attendance in Ireland
• http://artsaudiences.ie/wp-content/uploads/2013/11/Arts-Attendance-in-Ireland-2012-2013-published3.pdf
• Can you reference how many people in each region say they attend at your kind of event?
www.artscouncil.ie
Some examples of good applications
• Theatre • XXXXXXX has an excellent track record in touring quality productions nationally having been involved in 5 successful
tours in 4 years • The production has a quality creative team that have all excelled in their field of expertise • The production has had a previous life, receiving strong reviews and excellent audience response. • The application shows ambition in presenting a play that has not been over exposed and yet will appeal to audiences • The application has the support of 14 venue directors who all believe in the play and want the production for their
venues • The tour shows ambition in reaching 14 venues over 7 weeks • The production is visually impressive and will succeed in touring a large scale production for venues, offering good
value for money. • The company and venues feel that with this production will get high audience turnout
Some examples of good applications
• Music• This tour brings a world acclaimed artist to Irish
audiences for the first time • A major artist in intimate venues will drive audiences
and create new interest • This is an exceptional artist who would not otherwise
be available to regional audiences and venues except through the use of specialist curatorial expertise
Some examples of good applications
• Film• The programme, contextualised by expert
staff and framed by a series of workshops, creates opportunities for active engagement by audiences with the art of film and music and encourages exploration of heritage.
Q2. 5 How to set an audience target
What should the audience target be?
• Overestimation is the norm – don’t do it
• Targets should be ambitious and realistic
• Agreed with co-promoters and others
Resources available
• Audience Review 2013 – published by Audiences NI
• http://www.audiencesni.com/news/Audience-Review-2013-now-published
Regional audiences 2012/2013
Audiences Review 2013
* These do not have to be venues you are touring to but ideally they would be
How to set an audience target?
• 1. Talk to venues. Ask them what audience numbers have been achieved in the recent past in your artform or similar.*
• 2. Talk to colleagues and friends about what audience numbers they have achieved
Census 2011
Census 2011
Members will have their own reports
Use the information resources
• Results of the Touring and Dissemination of Work Scheme to date – contact the relevant Head of Team in The Arts Council
• Arts Attendance in Ireland 2012-2013• Census Highlights 2011• www.artscouncil.ie/mapping your audience• Theatre Forum benchmarking*
• Memory stick available for resources
Average capacity for venues under 500 seats is 26% of capacity
Example – Dance Show proposed tour – Cork venue
Example – Dance Show – Cork venue
27% of the population : 37% of dance attenders; 87,000 dance attenders in
Ireland once a year or more
Example – Dance Show – Cork Venue
• Contemporary dance attenders have more people in the age groups – 15 – 24– 35-44
• 35- 44 year olds are 19% of the population and 25% of dance attenders
• 66% of contemporary dance attenders are women• Venue attenders attend at a wide range of things
30 - 40 year olds are the largest section of the population
Example – Dance Show – Cork venue
Sample calculation – for a venue with 400 seats
• Recently has achieved 14% average capacity for dance – 56 seats sold
• The average is about 26%• There are 32,000 contemporary dance
attenders in Munster• Another dance company has sold 100 seats for
a performance in another venue• Target: 35% of seats to be sold – 140 seats
REMEMBER
REALISTIC BUT AMBITIOUS
Q.2.5 – Planned audience
• Agree with the venue• Attach the workings to your application if you
wish• You must attach the MOU with venues, signed
by the venues• You will submit a report post-tour
Q 3.1 Budget How to set a marketing budget
Marketing budget
• A marketing budget needs a marketing plan
• Application does not need a detailed plan
• How to ensure that you have allowed enough for marketing?
Marketing budget
• Applicant has been given the touring grant
• Is responsible for the audience numbers and the reporting
1. Negotiate an outline marketing agreement with the venue (s)
• Who is doing what?• What will you have to provide? – basics of
marketing eg images, text for brochure, logo• Price those elements - don’t guess• Allow some travel and familiarisation – not
much but some
Extract from Marketing Your Production on Tour
• Setting marketing budgets• The budget you need will depend on these factors:• · the size of venue: bigger venues have more tickets to sell and so need more• marketing materials• · the type of event: new or challenging work needs more time and money spent on it• · past audiences: a company with a well-established audience at a particular venue• will need to invest fewer resources• · the promoter’s programme: if the promoter does not regularly present your art• form or type of work, both you and they will need to invest more resources• · the financial agreement: the level of risk your company is taking will influence the• time and money you need to invest but even if the promoter is paying you a fee, you• still have a responsibility to help them find an audience.• The biggest cost to your company will be the time to carry out the tasks involved.• Excluding salaries, most venues spend roughly 5% of their turnover on marketing while• touring companies average around 9%.
Marketing budget
• Basic promoter costs – incurred even if the venue is doing the marketing– Images , usually photography– Press pack for venues– Text for brochure– Materials for the website (buttons, sized images, trailers
etc.)– Familiarisation costs
Other possible costs• PR professional• Flyers and/or posters
How to set a marketing budget
• What marketing channels do the audience respond to?– For the venue– for your artform in that region
• ASK• What channels will you concentrate on and to
reach how many people?• Outline cost
Venues want
•http://www.youtube.com/watch?v=g7uTsnAvPhg&feature=plcp
TOUGH
Resources
• www.artsaudiences.ie
• Arts Audiences cannot help with individual applications but we can point you in the right direction.
Digital Arts Marketing Training
7 modules for €95
www.artsaudiences.ie
Top Related