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Theatre Management: Models and Strategies for Cultural Venues

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Theatre Management: Models and Strategies for Cultural Venues Theatre management: models and strategies for cultural venues Lluís Bonet Héctor Schargorodsky Theatre management: models and strategies for cultural venues Lluís Bonet Héctor Schargorodsky Publisher: Kunnskapsverket © 2018 (Knowledge Works. National centre for cultural industries) Address: Kunnskapsverket C/O Høgskolen i Innlandet, Postboks 400, N - 2418 Elverum (Norway) [email protected] Title: “Theatre management: models and strategies for cultural venues” Authors: Lluís Bonet & Héctor Schargorodsky Foreword by: Milena Dragićević Šešić First edition: September 2018 © Lluis Bonet © Héctor Schargorodsky Design and editing: Bernat Casso English translation: Debbie Smirthwaite Project manager: Giada Calvano Photographs by: Lluis Bonet, Giada Calvano & Halejandro Cortés. Rapport no. 06-2018: - ISBN 978-82-93482-30-7 (Print) - ISBN: 978-82-93482-31-4 (PDF) The free digital version of this book is available at: www.kunnskapsverket.org www.gestiondeteatros.com www.ub.edu/cultural/publications To the memory of Carlos M. M. Elia To Roxana Meygide and Joan Fonollosa Index Foreword.......................................................................................................................... 13 Preface ............................................................................................................................ 29 Part one: Performing arts system and management models ....................................... 37 1. The performing arts production and presentation system .............................. 39 1.1 The social role of live performance ........................................................................ 40 1.2 The performing arts system and its markets . ......................................................... 42 1.3 Typologies of theatre venues ................................................................................. 50 1.4 Support policies for the performing arts sector ....................................................... 54 2. Governance and organisational structure ......................................................... 61 2.1 Governance, institutionality and juridical form ....................................................... 62 2.2 Stakeholders ........................................................................................................ 68 2.3 Mission and orientations of the performing arts venue ........................................... 73 2.4 Management profile and functions........................................................................ 81 2.5 The organisational structure of theatres ................................................................. 86 3. Management projects ......................................................................................... 91 3.1 Introduction to management projects .................................................................... 92 3.2 The artistic project ................................................................................................ 94 3.3 The production project ....................................................................................... 107 3.4 The territorial development project ...................................................................... 117 Part two: Resources management ............................................................................... 133 4. Human resources .............................................................................................. 137 4.1 Characteristics and specifics ............................................................................... 138 4.2 Personnel diagnosis ............................................................................................ 141 4.3 Intervention strategies ......................................................................................... 147 5. Financial resources and costs ......................................................................... 157 5.1 Budgetary planning ............................................................................................ 159 5.2 The costs strategy . ............................................................................................. 162 5.3 Sources of financing ........................................................................................... 168 5.4 The public contribution ....................................................................................... 179 6. Marketing, communication and institutional relations ................................. 183 6.1 The performing arts system and its audiences ..................................................... 184 6.2 Marketing and communication strategies . ........................................................... 189 6.3 Available instruments .......................................................................................... 193 6.4 Institutional relations and protocol ....................................................................... 201 7. Material resources and services ...................................................................... 205 7.1 Infrastructure management ................................................................................ 206 7.2 Supplier and provider management .................................................................... 210 8. Management evaluation ................................................................................... 213 8.1 The concept of evaluation and the question of quality ......................................... 214 8.2 Evaluation typologies .......................................................................................... 217 8.3 Internal evaluation, indicators and management control ...................................... 220 9. Epilogue ............................................................................................................ 231 10. Bibliography ..................................................................................................... 239 List of figures Figure 1: The structures-strategies-results model applied to the performing arts sector ..................... 43 Figure 2: The performing arts system .............................................................................................. 45 Figure 3: Governance and decision-making levels . .......................................................................... 65 Figure 4: Interaction with a theatre’s different stakeholder groups . ................................................... 71 Figure 5: Logics in tension as a result of relationships with different stakeholder groups ................... 72 Figure 6: Orientations and goals of two theatres with different missions ............................................ 80 Figure 7: Value chain and strategic matrix of a performing arts project ............................................. 85 Figure 8: A theatre’s strategic projects and their inter-relation with the environment . ........................ 93 Figure 9: Strategies and actions of the artistic project . ..................................................................... 96 Figure 10: Factors of the artistic programming process .................................................................... 105 Figure 11: Production at theatres with in-house production and at presentation theatres .................. 109 Figure 12: Strategies and actors of the territorial development project .............................................. 119 Figure 13: Inter-institutional cooperation with base organisations, the professional sector and international networks ............................................................................................. 127 Figure 14: An administration at the service of the theatre project ..................................................... 135 Figure 15: Approximate allocation of each professional profile according to the theatre typology ....... 140 Figure 16: Economic and financial management ............................................................................. 159 Matrix 1: Contracts with explicit involvement of human resources according to the impact on indirect costs by areas of activity ................................................................................. 163 Matrix 2: Common types of contracts by theatre programme areas with explicit involvement of human resources ........................................................................................................ 165 Figure 17: Sources of income .......................................................................................................... 170 Figure 18: Barriers to access by audience typologies ....................................................................... 186 Figure 19: The role of internal evaluation and external evaluation in a venue management process ..... 218 Figure 20: The indicators development process ............................................................................... 221 Figure 21: Areas to evaluate in a theatre ......................................................................................... 223 Foreword Questioning Theatre Management: Southern (Contextual) Perspective Dr. Milena Dragićević Šešić The diversity of theatre systems in the world is impressive, in spite of the fact that the Western science (mostly its Anglo-Saxon approach) is permanently writing its own theatre history as the world history, and suggesting its own theatre practice as the universal model of theatre management and drama arts production and transmission.
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