Hosting the audience: Cultural institutions under the microscope
Cultural institutions need to adopt entirely new approaches, develop new skills and work in new partnerships to rise to the challenge of proper audience development and the public’s expectations in today’s world.
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To make the most of their potential in every sense, cultural institutions should embed themselves in their communities as welcoming places not just for the occasional visitor or tourist, but for the broader community which should feel a sense of pride and loyalty towards the institution and want to return, frequently. However are cultural institutions rising to this challenge, are they being honest and self-critical? Do they research their existing and potential audiences? Are they opening up and thinking about the hospitality they offer to their audiences so that they want to return? Is audience development being totally integrated in the management strategy of the organisation (leaderships, recruiting, decision-making, programming, etc).? What are the strategies, resources and skills that they need? Is success being evaluated and how? Credit © European Union
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