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Universiteit Gent Faculteit Letteren & Wijsbegeerte Universiteit Gent Faculteit Letteren & Wijsbegeerte The Efforts of the Arts Centre Vooruit to Enhance Cultural Participation Master na Master - Meertalige bedrijfscommunicatie Final thesis submitted to the Faculteit Letteren en Wijsbegeerte Written to receive the title Master in Meertalige Bedrijfscommunicatie Sophie Van Neck Promotor: Ms Van Praet 20012374 Academic Year 2006-2007 Thesis Meertalige Bedrijfscommunicatie Submitted to the Faculteit Letteren en Wijsbegeerte Universiteit Gent written to receive the title Master in Meertalige Bedrijfscommunicatie The Efforts of the Arts Centre Vooruit to Enhance Cultural Participation TABEL MET BESCHRIJVING VAN DE STAGE: Talen Bedrijf Stagebegeleider Afdeling Taken tijdens de Stageperiode stage Kunstencentrum Vooruit Gent vzw (1) Voorbereiden van een persdossier Sint Pietersnieuwstraat 23 (2) Uitschrijven van een pers-strategie Mevr. Caroline Marketing Nederlands 23 april 2007 9000 Gent met objectieven en deadlines Van Peteghem afdeling Engels 30 juni 2007 www.vooruit.be (3) Maken van een VIP-genodigdenlijst Telefoon : 09 267 28 20 The Efforts of the Arts Centre Vooruit to Enhance Cultural Participation III To me, culture is the rule and art the exception. Culture is the distribution, art is the production. To start with a metaphor, ‘Beethoven’s Ninth’ is art, the ‘Ninth’ conducted by Karajan possibly has something artistic about it, but the ‘Ninth’ distributed by Philips or Sony Pictures, that’s culture. - Jean Luc Godard – The Efforts of the Arts Centre Vooruit to Enhance Cultural Participation IV This is my third and final thesis and the conclusion of my university career. I never would have succeeded without the help of a lot of people and thanking them here seems the right place and time to do so. First of all I would like to thank my parents. Without their help and support, this year and this thesis never would have existed. Also a big thank you to my two brothers, especially Mathieu, who once again helped me with the cover of my thesis. This second thank goes to Vooruit and the people of the marketing department. It was a privilege to work there and to help prepare their festivities in September. I would especially like to thank Caroline Van Peteghem who has given me the opportunity to experience the subtleties of press relations. I also would like to express my gratitude to my fellow students who have shared with me on a daily basis the challenges and delight that have accompanied this final year. This has been an extraordinary year full of papers, deadlines and exams. However, this year also came with a lot of joy and laughter, beers, Italian food and ‘Will and Grace’. This year was a once in a lifetime experience and it would not have been the same without all of them. Last, but certainly not least, a big thank you to Stefan. Thank you for your unwavering support, continuous encouragements and loving inspiration. The Efforts of the Arts Centre Vooruit to Enhance Cultural Participation V Table of Content TABEL MET BESCHRIJVING VAN DE STAGE ............................................................ III ACKNOWLEDGEMENTS ..........................................................................................V TABLE OF CONTENT............................................................................................ VI PREFACE .............................................................................................................1 1 THE ARTS CENTRE VOORUIT GHENT.................................................................3 1.1 Vooruit: a Historic Overview......................................................................3 1.1.1 The 1980’s ...............................................................................4 1.1.2 The 1990’s ...............................................................................5 1.1.3 The New Century.......................................................................6 1.1.4 Conclusion................................................................................7 1.2 Corporate Structure.................................................................................8 1.2.1 Departments ............................................................................8 1.2.2 Stefaan De Ruyck, Executive Director of Vooruit ............................9 1.2.3 The Executive Committee ...........................................................9 1.2.4 The Artistic Executive Committee.................................................9 1.2.5 The Executive Board ................................................................ 10 1.2.6 Social Board ........................................................................... 10 1.2.7 The Marketing Departement...................................................... 10 1.3 Corporate Identity ................................................................................. 11 1.3.1 Mission Statement ................................................................... 11 1.3.2 Vision and Objectives............................................................... 13 1.3.2.1 Artistic Visions and Objectives..................................... 14 1.3.2.2 Vision and Objectives Towards the Public ...................... 14 1.3.2.3 Business Vision and Objectives.................................... 15 1.3.3 Values ................................................................................... 16 1.4 Vooruit financially.................................................................................. 17 1.4.1 Vooruit in Numbers.................................................................. 17 1.4.2 Results in 2006 ....................................................................... 18 1.4.3 Subsidies ............................................................................... 18 1.4.4 Revenues ............................................................................... 19 1.4.5 Sponsoring ............................................................................. 19 1.4.6 Costs..................................................................................... 20 1.5 Competitors and Collaboration................................................................. 20 1.5.1 Culture and the 30 km Rule ...................................................... 20 1.5.2 Competition............................................................................ 21 1.5.2.1 Direct Competition..................................................... 21 1.5.2.2 Sector Competition .................................................... 22 1.5.2.3 Functional Competition............................................... 22 1.5.2.4 Generic Competition .................................................. 22 1.5.3 Collaboration .......................................................................... 23 1.6 SWOT analysis Arts Centre Vooruit .......................................................... 23 1.6.1 Strengths ............................................................................... 23 1.6.2 Weaknesses ........................................................................... 24 1.6.3 Opportunities.......................................................................... 24 1.6.4 Threats .................................................................................. 25 The Efforts of the Arts Centre Vooruit to Enhance Cultural Participation VI 2 CULTURAL PARTICIPATION............................................................................ 26 2.1 What is Cultural Participation?................................................................. 26 2.1.1 Definition of Culture, Participation and Cultural Participation .......... 26 2.1.2 The Importance of Culture and Cultural Participation .................... 28 2.1.3 Determining Factors concerning Cultural Participation ................... 30 2.2 How to Reduce the Cultural Participation Gap?........................................... 30 2.2.1 Informational Threshold - www.vooruit.be: the solution?............... 32 2.2.2 Money: Another Solution .......................................................... 37 2.3 Conclusion............................................................................................ 38 3 INTERNSHIP AT VOORUIT – PREPARING THEIR 25TH ANNIVERSARY .................... 41 3.1 A press dossier ..................................................................................... 42 3.1.1 Background Information ........................................................... 42 3.1.2 Briefing.................................................................................. 42 3.1.3 The Making of a Press Dossier ................................................... 42 3.1.4 Evaluation .............................................................................. 46 3.2 Press Plan ............................................................................................ 46 3.2.1 Background Information ........................................................... 46 3.2.2 Press Plan .............................................................................. 47 3.2.3 Short Evaluation...................................................................... 50 3.3 VIP-invitations ...................................................................................... 50 3.3.1 Background Information ........................................................... 50 3.3.2 Briefing.................................................................................. 51 3.3.3 Making the List of VIP Invitations............................................... 51
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