Catalogue – Case Studies
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Catalogue – Case studies Study on Audience Development - How to place audiences at the centre of cultural organisations Alessandro Bollo, Luisella Carnelli, Macarena Cuenca, Cristina Da Milano, Alessandra Gariboldi, Jonathan Goodacre, Lars Göran Karlsson, Marcin Poprawski, Niels Righolt, Antonia Silvaggi, Iker Tolosa, Chris Torch, Anne Torreggiani, Dea Vidovic January – 2017 EUROPEAN COMMISSION Directorate-General for Education, Youth, Sport and Culture Directorate D — Culture and Creativity Unit D2 — Creative Europe Contact: Barbara Gessler E-mail: [email protected] European Commission B-1049 Brussels EUROPEAN COMMISSION Study on Audience Development. How to place audiences at the centre of cultural organisations Catalogue – Case studies Directorate-General for Education, Youth, Sport and Culture Creative Europe programme 2017 EAC-2015-0440 EN Europe Direct is a service to help you find answers to your questions about the European Union. Freephone number (*): 00 800 6 7 8 9 10 11 (*) The information given is free, as are most calls (though some operators, phone boxes or hotels may charge you). LEGAL NOTICE This document has been prepared for the European Commission however it reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein. More information on the European Union is available on the Internet (http://europa.eu). Luxembourg: Publications Office of the European Union, 2017 ISBN 978-92-79-65075-8 doi: 10.2766/557971 © European Union, 2017 Reproduction is authorised provided the source is acknowledged. 4 Catalogue – Case studies – Study on audience development - How to place audiences at the centre of cultural organisations “Audience Development. How to place audiences at the centre of cultural organisations” is a study promoted and commissioned through an open call for tender by the European Commission – Directorate-General For Education And Culture. Partners: Fondazione Fitzcarraldo, Culture Action Europe, ECCOM Progetti s.r.l., Intercult Experts: a group of additional experts in the field of Audience Development – with various backgrounds and nationalities – contributed to the study. Macarena Cuenca – Institute for Leisure Studies, University of Deusto (Spain) Marcin Poprawski – AMU Culture Observatory, Adam Mickiewicz University (Poland) Niels Righolt CKI – The Danish Centre for Arts and Interculture (Denmark) Antonia Silvaggi – MeltingPro (Italy) Iker Tolosa, Donostia – San Sebastian 2016 (Spain) Anne Torreggiani & Jonathan Goodacre – The Audience Agency (UK) Dea Vidovic, Kultura nova Foundation (Croatia) Associate Partners: a group of relevant institutions, networks and entities associated and committed to the project took part in the advisory board. ADESTE Be SpecACTive! CORNERS Donostia/San Sebastian 2016 ENCATC IETM Matera 2019 River//Cities Many thanks to all the Organisations, which applied to the open call and to those who have dedicated time for interviews INDEX Premise 7 Asociația Culturală Metropolis - Bucharest, Romania 8 Auditorio de Tenerife - Tenerife, Spain 13 Brighton Early Music Festival – Brighton, United Kingdom 18 Bunker – Ljubljana, Slovenia 23 CAOS – Indisciplinarte – Terni (TR), Italy 27 Click Festival – Elsinore, Denmark 30 Cirkus Cirkör – Norsborg, Sweeden 34 Corners of Europe - Europe 37 Dansens Hus – Stockholm, Sweeden 40 John Rylands Library - Manchester, United Kingdom 43 Kilowatt Festival – Sansepolcro (AR), Italy 47 Kinodvar City Cinema - Ljubljana, Slovenia 53 Künstlerhaus – Vienna, Austria 56 Łaźnia Nowa Theatre & Cultural Centre – Krakow, Nowa Huta, Poland 61 Maison des Métallos - Paris, France 69 MAS - Museum am de Stroom – Antwerp, Belgium 73 MAXXI Foundation - Rome, Italy 78 Mercat de les Flors – Barcelona, Spain 82 New Wolsey Theatre – Ipswich, United Kingdom 88 Ohi Pezoume – Athens, Greece 93 Opgang2 Theatre - Aarhus, Denmark 97 People Express - Swadlincote, United Kingdom 101 K.H.Renlund Museum - Kokkola, Finland 106 St. Christopher Chamber Orchestra - Vilnius, Lithuania 110 Södra Teatern – Sweden, Stockholm 116 Teatro dell’Argine - San Lazzaro di Savena (BO), ITALY 119 The Point – Eastleigh, United Kingdom 124 Theater Zuidplein – Rotterdam, the Netherlands 130 Trafó House of Contemporary Arts - Budapest, Hungary 133 York Theatre Royal – York, United Kingdom 137 6 Catalogue – Case studies – Study on audience development - How to place audiences at the centre of cultural organisations PREMISE The present Catalogue forms part of the “Study on audience development - How to place audiences at the centre of cultural organisations“. It reports in alphabetical order 30 synthetic sheets describing the Case Studies from 17 European Countries that have been selected through an open call. The catalogue can be considered as a learning tool for other organisations that would like to take their inspiration from the described initiatives or from specific aspects and innovative paths that are encapsulated in the different case studies. The case studies have been produced by the research team through desk research and in depth interviews addressed to the direction of the institution and to the staff that are responsible for audience strategies. All the case studies are described following the same threefold articulation, preceded by a synthetic data sheet: • Background information explaining the organisation and its history, and the reasons behind the idea of developing a more audience-centric approach • Goals and achievements ("What do they do? Goals and achievements") related to Audience Development strategies, with particular attention to the general vision, the kind of audience to whom to address actions, projects and engagement approaches • Implementation aspects ("How do they do it? Making it happen") related to the way organisations intend to develop their strategies and the institutional/organisational implications stemming from the pursuing of the Audience Development objectives. ASOCIAȚIA CULTURALĂ METROPOLIS - BUCHAREST, ROMANIA Key words: building capacity | by habit | by choice | by surprise | community rooted | place | organisational change Synthetic data sheet Full name Asociația Culturală Metropolis Str. Constantin F. Robescu, nr. 1 bis, sect. 3, Address Bucharest, ROMANIA Legal status NGO Year of establishment 2011 Associatia Culturala Metropolis: http://www.asociatia.metropolisfilm.ro/ Metropolis film: http://www.metropolisfilm.ro/ Balkanik Festival: Website http://www.balkanikfestival.ro/ KINOdissea International Film Festival for Children: http://www.kinodiseea.ro/en/ CARAVANA Metropolis: http://2016.caravana.metropolisfilm.ro/ Social Media Facebook, Twitter, Youtube Area of activities Cinema FESTIVALS - film, media literacy, cultural Type of activities heritage – music, craftsmanship, visual arts; FILM DISTRIBUTION 469.000 € (2.110.637 LEI) from non- Total amount of budget economic activities, 38.500 € (173.342 LEI) from economic activities Data refer to 2015 Background information Asociația Culturală Metropolis is an NGO association founded by Daniel Mitulescu in 2011 in Bucharest. The cultural profile coupled to Asociația Culturală Metropolis is quality audio-visual and film productions presenting high quality national and international (European) films; world music from the middle east and Balkan. Asociația Culturală Metropolis is involved in a large range of activities in the field of the festivals - cinema, media literacy, cultural heritage -, music, craftsmanship, and visual art and film distribution. These activities are in accordance with the main aims of the Association in terms of Audience Development. Asociația Culturală Metropolis’ main activities are related to the production of 3 main events: 8 Catalogue – Case studies – Study on audience development - How to place audiences at the centre of cultural organisations KINOdiseea is an international festival (foreign films, guests, partnerships) addressed to local audiences, focused on film projections and media literacy activities for youngsters; during the festival there is a big variety of multidisciplinary workshops (focusing on directing, acting, photography, sound, storytelling etc.). The program includes various types of films (produced in various countries, with different techniques, both feature films and shorts). The main focus of the festival is on European cinema, with attention on promoting debutants. Caravana Metropolis - or outdoor cinema - brings film projections, best quality productions from various countries (focus on European films) in green spaces, stadiums, parks and other unconventional spaces, offering the audiences the opportunity to watch films in a warm atmosphere in an open space. The project covers several locations in Romania. Balkanik Festival is a socio-cultural project, aiming at creating a bridge of understanding between the country’s minorities and encouraging cultural diversity and intercultural dialogue. It is an international multicultural and multidisciplinary festival (artists from other countries, media partners with international coverage, partnerships with similar festivals from all Europe, collaboration with embassies and foreign cultural institutes) addressed to national and international audiences. The festival gives spaces to several ethnic groups from the Balkans, but also artist groups from countries like France, Belgium, Germany, Syria, Iran, India, Canada etc. The festival has a multidisciplinary program schedule that includes music,