Diversifying the audience: Shared access?
Finding new ways to engage and attract audiences to cultural institutions is one challenge. Deepening the relationship with existing visitors is another. Another challenge is to engage with entirely new audiences and social groups, many with no previous contact with the arts.
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One approach is working with the future audiences, such as children and young people. Another is reaching the non- audiences of today, breaking down the obstacles which prevent “shared space” and common experience. The cultural institution must move outside its walls and into the community, into public space, unconventional venues, creating innovative experiences, and developing partnerships with other sectors (schools, hospitals, local authorities, etc). Credit © European Union