Transcript pre-application workshop Dublin 17th Oct

PRE-APPLICATION WORKSHOP
Touring and Dissemination of Work Scheme
Arts Audiences 17th October 2013
DEADLINES
• Upcoming deadline for application to The Arts Council
1. Touring and Dissemination of Work Scheme:
Tours from July – December 2014
Tours from January – June 2015
Deadline for applications 14th November 5pm
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
Regional audiences
Some examples of good applications
•
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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.
Resources available
• Audience Review 2013 – published by
Audiences NI
• http://www.audiencesni.com/news/AudienceReview-2013-now-published
Audiences Review 2013
www.irishtheatreonline.com
www.theatreforumireland.ie
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
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
* These do not have to be venues you are
touring to but ideally they would be
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 2011-2012
• Census Highlights 2011
• Theatre Forum benchmarking*
• Memory stick available for resources
Members will have their own reports
Example – Dance Show proposed tour
– Cork venue
Average capacity for venues under 500
seats is 26% of capacity
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
Example – Dance Show – Cork venue
Census 2011
Example – Dance Show – Cork venue
30 - 40 year olds are the largest section of
the population
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
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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
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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=g7uTsnAv
Phg&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