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CONTENTS Pg 3 - 5 Pg 6 - 9 Pg 10 - 19 Pg 20 - 25 Pg 26 - 27 Pg 28 - 29

CHAIRMAN’S REPORT / DIRECTOR’S REPORT RESEARCH, MARKETING & AUDIENCE DEVELOPMENT CONSULTANCY CASE STUDIES SPEED NETWORKING & INTELLIGENCE SERVICE SUMMARY OF ANNUAL ACCOUNTS MEMBERS & CLIENTS / GGA TEAM & BOARD


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THIS YEAR’S REPORT SHOWS HOW STRONG OWNERSHIP BY GGA’S MEMBERS AND CLIENTS SEES AUDIENCE DEVELOPMENT FLOURISH IN GLASGOW AND BEYOND. However, for GGA, 2007/08 has been particularly significant in other ways. We sit alongside a network of audience development agencies which operate across the UK. While most share the same broad aims, the scale and nature of their operation differs considerably. This is a reflection of the very different organisational needs, the contexts they operate in and the priorities they juggle. One thing we do have in common is that we all benefit as strategic organisations to a greater or lesser extent from public funding because we assist arts organisations, Arts Councils, local authorities and other public agencies in delivering their core objectives. Although some receive less and some more, on average, an agency obtains around 38-45% of its turnover in regular core funding. We have been fortunate since our establishment that, alongside revenues generated from our members and clients, both the Scottish Arts Council and Glasgow City Council have committed funds to GGA. They have done so to learn more about audiences and for the arts to remain, vibrant, visible and relevant to the public, giving direct support to arts organisations in their work to build greater demand.

Therefore, it is significant that in the 2007/08 financial year GGA was again granted funds from Glasgow City Council and invited to apply in the next round of Scottish Arts Council Flexible Funding for 2009/11. We felt this was a crucial step – both as an acknowledgment of the value of our strategic work on audience participation and attendance and also a ringing endorsement of the efforts of our members and clients to achieve and sustain it. As we embark on a promising new stage of development for the Creative Industries in Scotland, I would like to record my thanks and appreciation to those who through their participation, foresight and goodwill continue to support this strong focus on audience development. GGA’s work would not be possible without the combined financial resources of its Board, our funders, our members and an exceptionally talented and dedicated staff team. It is the sheer strength of this collaboration that underpins our future success. ROY McEWAN Chairman Glasgow Grows Audiences Ltd


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This year we were again delighted to achieve 100% membership retention.


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“UBUNTU” IS A CONCEPT, ORIGINATING FROM THE BANTU LANGUAGE AND DESCRIBING AN AFRICAN WORLD VIEW. IT RECOGNISES THAT OUR SUCCESS AND WHO WE ARE RELIES ON OTHER PEOPLE, “A PERSON IS ONLY A PERSON THROUGH THEIR RELATIONSHIP WITH OTHERS”. IT ENTERED THE POLITICAL LEXICON WHEN FORMER US PRESIDENT BILL CLINTON REFERRED TO IT IN HIS ADDRESS TO THE LABOUR PARTY CONFERENCE IN 2006. When thinking about the year, I felt that this idea had powerful resonance with our work at GGA - that when one organisation improves everyone gains and when empty galleries, theatres and concert halls prevail, everyone is diminished. To develop and sustain audience growth for the arts, organisations must work together. This review offers just a small glimpse of the nature, range and diversity of our work with members, clients and stakeholders in 2007/08. It illustrates how much our efforts have been focused not just on individual issues, but on building collaborative approaches to audience development, as our projects with national organisations and across cities and regions demonstrate. From this, we know that the same questions about audiences for the arts exercise us all. They are not common just to one arts organisation, art form, or part of the country; they are common across the entire cultural sector. Therefore, our challenge remains how to harness this combined approach, share knowledge, learn from one another, promote our collective impact and change. “The government‘s aim is to encourage participation in a diverse cultural life and widen access to sport. Arts and culture can bring real benefits to communities and individuals and sport can make a significant and positive contribution to many of our lives. It is vital that everyone has the opportunity to participate” www.scotland.gov.uk In GGA we believe that to act for audiences in the policy debate, membership representation is essential. This year we were again delighted to achieve 100% membership retention. Working in partnership with members and drawing from box offices across the city we have been able to create one of the largest audience databases in the West of Scotland. It is a valuable indicator of our impact. During the year we have developed and extended the reach of our research and core “data extraction” services and shared insights about audience behaviour motivations, attitudes and values with organisations throughout Scotland. The potential for us to combine an overview about audiences with action to increase attendance and participation continues to be a key focus – a focus linking us to the wider national cultural policy and Creative Industries collectively.

While understanding audiences might be the first step, quantifying how much a reading a book has changed a life or how good we feel when singing our heart out is difficult to measure and relies on more sophisticated methods of enquiry. However, we believe the impact of what we can measure is largely untapped and, using the evidence gathered to date, GGA will add power to the lobby for the arts. For example, through evaluating the economic value of visitors to some of the major arts festivals in Glasgow, we have shown that collectively, in any one year, they have attracted nearly 150,000 visitors and contributed over £6M to the local economy. This kind of evaluation has facilitated valuable conversations with the wider tourism and visitor attraction networks and Glasgow City Marketing Bureau. In particular, our “C21st Service” initiative, which focuses on front line staff in box office, front of house and marketing positions across the city, aims to deliver improved customer focus and help position arts organisations as an important contributor to achieving targets set in Glasgow’s 10 year Tourism Strategy. With our annual conference, training and networking events, we have adapted the range of support we offer in response to demand from our members. Alongside informal coaching and mentoring, we designed and facilitated sessions for teams to come together to consider audience research findings and discuss how to integrate audience development strategies across their organisation. We also invited peers from across the UK to share insights and realities about turning audience development theory into practice. This year’s inaugural GGA “GaGAs” showed just how much talent and effort there exists across Scotland to achieve this. Here, the Scottish Arts Council sponsored Intern Project offers a “win-win” opportunity for organisations and ultimately for audiences. Under our wing, the Intern project aims to train and support fresh talent. It also offers direct human resources for members to embark on new initiatives, giving momentum to latent audience development ideas within their organisation. Supported by grant funding, we believe our approach to innovation and collaboration over the next three years is the key to our future. We will continue to build knowledge, streamline services and forge new relationships to ensure that the arts enrich more lives. And for that too, I thank the entire team at GGA whose unyielding commitment and professional endeavour is inspiring. Ubuntu. JULIE L TAIT Director Glasgow Grows Audiences Ltd


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RESEARCH, MARKETING AND AUDIENCE DEVELOPMENT CONSULTANCY 2007/08


07 AUDIENCE PROFILING – THE YAS COLLABORATORS

CULTURAL PATHFINDERS – EVALUATION & RECOMMENDATIONS

Young Audiences Scotland (YAS)

Glasgow City Council

A package of audience profiling, benchmarking and ongoing evaluation was provided to the Young Audience Scotland consortium – Catherine Wheels, the Bank of Scotland Imaginate Festival, Giant, TAG Theatre Company, Visible Fictions and Wee Stories – to support the first year of an audience development collaboration between the children and young people’s theatre sector organisations. See Case Study on page 15

AUDIENCE INSIGHT

“Scotland’s Culture”, the then Scottish Executive’s response on the Cultural Review, proposed that pilot projects – ‘Cultural Pathfinders’ – should be developed to explore approaches to entitlement-setting in different scenarios, helping local authorities to discover what would be effective and practical. Glasgow City Council focused on disadvantaged older people and other under-represented groups, such as disabled people and the black and minority ethnic community as part of its inclusion in the programme. Workshops and events took place and GGA provided an analysis of what participants thought of the sessions.

Royal Scottish National Orchestra (RSNO)

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To inform organisational development, focus groups were facilitated with RSNO audience members to uncover their ‘relationship’ with the Company’s brand.

DANCE AUDIENCE DEVELOPMENT – PHASE TWO

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AUDIENCE SEGMENTATION & CAMPAIGN DEVELOPMENT Scottish Chamber Orchestra (SCO)

Scottish Ballet The second part of a three-phased project with Scottish Ballet where the main aim is to grow and sustain new audiences for the Mixed Bill programme. See Case Study on page 13

Following on from a previous research and audience development project, lapsed attenders became a key focus in this 2007/08 campaign specially devised to re-engage this audience in the short term and establish an ongoing relationship.

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Recommendations on how best to attract new attenders and enhance audience loyalty.

CELTIC CONNECTIONS ’08 – VISITOR ECONOMIC IMPACT

EXTERNAL COMMUNICATIONS – DISCUSSION DOCUMENT Cryptic

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Glasgow’s Concert Halls

FACILITATION – CUSTOMER SERVICE

A second visitor economic study was completed to assess the impact of Celtic Connections in 2008.

ACVMS

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CEOL ‘S CRAIC – AUDIENCE DEVELOPMENT An Lochran / Culture & Sport Glasgow

A customer service training workshop with representatives from the Association of Cultural Venue Managers in Scotland. -------------------------------------------------------------

Our knowledge of the Gaelic arts marketplace was put to the test by the An Lochran team who accessed our coaching and mentoring service to support a new team member to learn more about the intricacies of audience development and its practical application.

FACILITATION – STRATEGIC PLANNING

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CRAFTS RESEARCH & INDUSTRY CONFERENCE

FAMILY AUDIENCE DEVELOPMENT

TAB / HI Arts / GGA Exploring and sharing knowledge about the audience for Scottish craft. -------------------------------------------------------------

CROSS ARTFORM DATA ANALYSIS Dundee Rep Theatre A programme of audience research provided Dundee Rep Theatre with a benchmark for the venue’s audiences in terms of attendance and demographic profile. -------------------------------------------------------------

Scottish Touring Theatres Consortium (STTC) A series of facilitated workshops with the STTC as part of a strategic planning exercise to refine the organisation’s mission and objectives.

Citizens’ Theatre In response to an increased programme of events and workshops on offer to everyone aged 3 – 25, GGA worked with the team to develop an audience development campaign geared around family audiences. -------------------------------------------------------------

GLASGAY! ’07 – VISITOR ECONOMIC IMPACT Gala Scotland Ltd Research fieldworkers descended on Glasgay! audiences to assess the impact and popularity of the events being presented as part of the Festival. -------------------------------------------------------------


08 BLAIR ATHOLL GATHERING ‘07 – VISITOR ECONOMIC IMPACT

NATIONAL AUDIENCE RESEARCH

Goddodin Games

An assessment of the Company’s national audience profile through questionnaire, sales and demographic analysis.

The Blair Atholl Highland Games incorporates various elements including Scottish music, sport, craft and family audiences. GGA provided a visitor economic impact study for the 2007 Games to inform future event planning and enhance the visitor experience. -------------------------------------------------------------

HALF LIFE: AUDIENCE RESEARCH National Theatre of Scotland / NVA Audience research was completed on behalf of the National Theatre of Scotland and NVA on their collaboration project - Half Life, a major new landscape work and the first co-production between both organisations. In conjunction with a series of focus groups, research questionnaires were used to assess perceptions of the event and understand more about the audience. -------------------------------------------------------------

INTERPRETATION STRATEGY AND ACTIVITY EVALUATION Suspect Culture A mid term assessment of a two year interpretation programme where the key aim is to enhance the understanding and enjoyment of Suspect Culture’s work through a series of ‘activities’. -------------------------------------------------------------

MERCHANT CITY FESTIVAL ’07 – VISITOR ECONOMIC IMPACT

Scottish Dance Theatre

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OPEN STUDIOS ’07 – VISITOR AND ARTIST EVALUATION WASPS Artists’ Studios Year two of Open Studios event evaluation with visitors and artists. A supplementary survey amongst resident artists assessed the cultural benefit of WASPS in Scotland. -------------------------------------------------------------

PIPING LIVE! ‘07 – VISITOR ECONOMIC IMPACT The National Piping Centre Glasgow’s international piping festival took place over 15 venues in 2007 and attracted thousands of visitors. GGA provided economic impact data for this annual event. -------------------------------------------------------------

RESEARCH AND MARKETING AUDIT Dance House GGA provided Dance House with key market data to inform long term strategic planning. -------------------------------------------------------------

SALES ANALYSIS, AUDITING, MYSTERY SHOPPING AND MORE… The Arches

A second visitor economic impact study of the Festival was completed.

An assessment of the venue’s audience development infrastructure through sales analysis, systems auditing, mystery shopping and workshop sessions.

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MOSAIC SCOTLAND / VITAL STATISTICS AUDIENCE PROFILING

STRATEGIC AUDIENCE DEVELOPMENT – AUDIT TO IMPLEMENTATION

UZ Events

BBC SSO

Horsecross Arts Ltd

A report detailing audience booking trends and household expenditure over a period of eighteen months.

GGA is assisting the Horsecross team to strengthen the strategic role of audience development within the organisation.

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MOSAIC SCOTLAND / VITAL STATISTICS AUDIENCE PROFILING

TARGET GROUPS RESEARCH AND RECOMMENDATIONS

Scottish Ballet

Dance House

Scottish Ballet’s mixed programme/full-length ballet attenders were compared with those booking for other dance/cross art form events in Glasgow.

Marketing tactics specifically aimed at increasing the attendance and participation of three groups ��� pre-5s, over 12s and the physically disabled.

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MOSAIC SCOTLAND AUDIENCE PROFILING

TARGETING UNDER-REPRESENTED AUDIENCES

Scottish Opera

Magners Glasgow International Comedy Festival

Theatre Royal and Glasgow’s Concert Halls’ opera attenders were studied to reveal the similarities and differences between them.

An investigation of the Festival’s audience revealed a number of under-represented groups. Recommendations on how best to attract more of these audiences in the future were provided to the team.

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09 THE GREENHOUSE – AUDIENCE DEVELOPMENT INTERN PROGRAMME

WORKSHOP SPACE – THE FIVE AUDIENCE ‘ZONES’

Scottish Arts Council / GGA

Giant

Scotland’s first Audience Development Internship Programme – meet the new kid on the block! See Case Study on page 11

The challenge: to provide a comprehensive set of marketing tactics specifically aimed at increasing attendance and participation for events at Giant’s Workshop Space. See Case Study on page 17

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THE NATIONAL DATA EXCHANGE Federation of Scottish Theatre (FST) Instigated by the Federation of Scottish Theatre, GGA and The Audience Business – with investment from the Scottish Arts Council – The National Data Exchange is an infrastructure, staff training and networking programme designed to collate and share actual data on audiences amongst a wide variety of arts venues and touring companies across Scotland. Planning is at an advanced stage and the project is due to be launched in 2008/09.

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WWW.DANCEINTHECITY.COM Scottish Arts Council / GGA A website dedicated to dance in and around Glasgow targeted at those who want to watch, learn or teach dance. -------------------------------------------------------------

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THE SPAN PROJECT – RESEARCH MENTORING Project Ability Mentoring support for a specially recruited Project Ability team member during a twelve-month audience development ‘action research’ programme. -------------------------------------------------------------

THE UNDER 26 MARKETPLACE – DEVELOPMENT RECOMMENDATIONS Scottish Opera An analysis of the national uptake of the Company’s under 26 £10 ticket scheme. -------------------------------------------------------------

NATIONAL TRAINING PROGRAMME IMPACT EVALUATION Audience Data UK (ADUK) / AMA Participant recruitment for the ADUK ‘Dazzled by Data’ training programme and the evaluation of its impact. -------------------------------------------------------------

USING PROFILING TO TARGET AUDIENCES Macrobert / Tolbooth / Albert Halls Macrobert, The Tolbooth and the Changing Room Gallery teams are sharing resources and GGA generated data intelligence to build a sophisticated audience profile; target likely new audiences and track results. -------------------------------------------------------------

I thought I’d just write a note to say well done to you and your colleague for your performance last night – I honestly don’t know how you do that job.... having to listen to a load of confident and opinionated folk, but then maybe that’s the sort of people you need at forums! I can say I found it a pretty hard way to earn £20, and I really hope you got something useful out of me being there. RESEARCH PARTICIPANT

VISITOR RESEARCH AND TEMPLATE DEVELOPMENT The Lighthouse Primary research and intelligence data was utilised to gain a greater understanding of visitors to the venue. A template for ongoing visitor evaluation was also devised. -------------------------------------------------------------

I found the time spent working with GGA on this project to be really valuable. The findings really helped the marketing team develop a better understanding of our audience and helped us establish a clearer framework for future marketing campaigns. Definitely look forward to working with you again in the future. GGA MEMBER


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CASE STUDY

AUDIENCE DEVELOPMENT INTERNSHIP


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THE GREENHOUSE – AUDIENCE DEVELOPMENT INTERNSHIP PROGRAMME Working in partnership with the Scottish Arts Council and The Audience Business, GGA developed Scotland’s first Audience Development Internship Programme – The Greenhouse – which opened the doors to its first two recruits in October 2007. In Glasgow, Susie Ironside wowed the selection panel with a quirky personal essay as part of a gruelling recruitment process. Mentored by Dianne Greig, Head of Audience Development at GGA, Susie was given the opportunity to work with marketing teams in selected member organisations on audience development collaborations. In addition, she assisted on numerous GGA ‘assignments’ as part of a planned schedule of work which gave her a chance to experience a wide-ranging itinerary of research, marketing and audience development projects. The first part of the Internship took Susie across the River Clyde to the Citizens’ Theatre where she played a key role in the creation and implementation of a Family Audiences project. Alison Martin – Marketing and Communications Manager, Citizens’ Theatre comments: “Having the GGA Audience Development Intern with us this year was invaluable. Susie’s focus on family audiences pushed this area of our work up the agenda at the right time when we had new opportunities in our programming to exploit and made it an active part of our strategic and tactical planning for the year. It allowed us to achieve results in an important area of our development as a company and I firmly believe these would not have been achieved otherwise.” Susie’s other main project involved experiencing life at the RSNO where she gained practical marketing experience and much more… “I hope Susie will have gained an understanding of the challenges of promoting classical/ orchestral music – generally and to groups. She had opportunities to benefit from working closely with a designer, writing copy, planning activities, researching, liaising with box offices, marketing colleagues and customers. She also had an introduction to the Box Office and will have gained an insight into touring company/venue relationships.” David Stark – Director of Marketing and Communications, RSNO Before ‘graduating’ in September 2008, Susie will spend time at Scottish Ballet, WASPS Artists’ Studios, Platform, Glasgow’s Concert Halls and The National Piping Centre. “The reinforcement of existing bonds and promotion of the merits of audience development with participating member companies has been one of the clear benefits of the Internship, as has the gain of hands-on experience and the opportunity for Susie to network with professionals in various companies.” Julie Tait – Director, GGA www.ggareports.co.uk


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CASE STUDY

DANCE AUDIENCE DEVELOPMENT


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DANCE AUDIENCE DEVELOPMENT – PHASE TWO SCOTTISH BALLET

In 2006, as part of project commissioned by the Scottish Touring Theatres Consortium (STTC), Scottish Ballet set a challenge to GGA – to create a strategy that would encourage audience growth and retention for dance in Glasgow, Edinburgh, Aberdeen and Inverness, the results of which would be shared with STTC members. To complement an initial feasibility study carried out by Scottish Ballet, GGA undertook quantitative and qualitative research in the form of focus groups, desk research, audience profiling, box office sales analysis and a competitor analysis. A phased Audience Development plan was created, initially around Scottish Ballet’s Spring Season 2007, and implemented over a six week period. It focused on attracting and retaining new/lapsed attenders for mixed programme performances and also included recommendations on how current communications with regular attenders could be enhanced. In phase one, quick wins were achieved at large scale venues in Glasgow, Edinburgh and Aberdeen. (Inverness will be included in the project from early 2008). The overall income and attendance targets were surpassed, direct mail campaigns generated significant returns on investment, programme sales in one venue alone surpassed set target by over 25% and unique visits to the Scottish Ballet website increased by 30%. Phase two focused on audience loyalty and revenue generation at His Majesty’s Theatre in Aberdeen. Not only had ticket sales and revenue increased between phase one (Spring Season 2007) and phase two (Autumn Season 2007) but more people booked these consecutive events than had done for the comparable events in Autumn 2006 and Spring 2007. Aberdeen audiences also appeared to be more familiar and appreciative of the Company. The feedback below was provided by the Scottish Ballet team – the dancers in particular had commented on the change in the Aberdeen audience response from season to season:

“The audiences were bigger, more animated and noisier – as in louder applause and even shouting. It was not the normal response from the Aberdeen audience; they are always welcoming, warm and receptive but not so vocal or animated.” As well as creating a more receptive audience base for the future events, GGA enabled Scottish Ballet to have greater access to detailed audience intelligence, drawn from a wide variety of sources, which was used strategically and in a very practical way. Working with a limited budget, every aspect of the marketing campaign was designed to deliver maximum impact on revenue and retention and positive results were delivered on every indicator set. The constant dialogue generated amongst all project partners was equally important. The project will continue until the end of 2008.


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CASE STUDY

AUDIENCE PROFILING


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AUDIENCE PROFILING – THE SIX YAS COLLABORATORS Young Audiences Scotland (YAS)

Young Audience Scotland – a megaphone for the vibrancy and variety of theatre for children, young people and families in Scotland. For the first time in Scotland, six leading producers of theatre for children and young people have joined forces to harness their combined strengths, skills and reputations to achieve a greater understanding of their audiences and the potential to develop them. With support from the Scottish Arts Council, The YAS consortium – Catherine Wheels, the Bank of Scotland Imaginate Festival, Giant, TAG Theatre Company, Visible Fictions and Wee Stories, is working collaboratively to disseminate audience development best practice not only for their benefit but for the sector in Scotland as a whole. Project co-ordinator, Sally Wilson, enrolled GGA’s research and intelligence services to support the first year of YAS. Key information about audiences was required during the early stages of the project and we examined the attenders of each of the organisations involved. This, in addition to research with audiences, sector representatives, educators and partners, allowed the consortium to make both tactical and strategic audience development decisions, establish individual and collective benchmarking totals and instigate sector-wide initiatives that could not have been achieved by the individual companies alone. The development of a ‘Young Audiences Scotland’ website and monthly e-newsletter allowed GGA direct access to those who were benefiting from the YAS initiative. Site visitors and e-news subscribers were encouraged to give their feedback about YAS through an online survey and a cross-section of those who responded were invited to take part in a focus group. Here are a few of their comments: “It’s easier to get it all in the one email. I didn’t work much in the three years after I had my daughter and I felt very out of the loop. You kind of lose touch. So it’s nice just to read one email and find out what’s on.” “I think it’s great to have the one site, the place to go to, because that used to be my issue before. Through Young Audiences Scotland I have found out about organisations I didn’t know existed.” “I have recommended Young Audiences; I’m like the theatre representative at the nursery. So I’ve forwarded on the address to the other mums a few times. I’ve left some flyers in the nursery as well.” “It is bookmarked on my browser, so that alone shows you that I think the website is worth visiting.” The YAS concept has been warmly received and GGA will monitor ‘audience development’ progress over a twelve-month period and assist the consortium to develop continuation strategies at the end of this initial funding period. More about the project, which runs until the end of 2008, can be accessed at: www.youngaudiencesscotland.com


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CASE STUDY WORKSHOP SPACE


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WORKSHOP SPACE – THE FIVE AUDIENCE ‘ZONES’ GIANT

‘Creative Adventures for all Kids’ In May 2007 Giant, a professional children’s arts development organisation based in Glasgow, opened new premises in the Saltmarket area of the city. The Giant Workshop Space was ‘created’ to accommodate a growing audience base who had indicated a wish to attend events by the Company more frequently. GGA was engaged to make recommendations on how best to attract previous and new participants to it’s inclusive events at the venue. We carried out an audit of current marketing and audience development practice for the Workshop programme to understand how people found out about Giant and how ongoing relationships were maintained. Bookings over a six-month period were assessed to uncover trends such as the most popular time for activities, how far participants travelled to the venue and how often they returned. Findings from discussions with parents in previous research by GGA were also referenced as they had included opinions on elements such as programming, communication methods and pricing. Positively, a survey of the local catchment area revealed there to be over 1,000 children aged 4 and under living within a few minutes of the venue, but an analysis of the competitive marketplace in which Giant is operating showed high levels of provision for children’s arts within a few miles of the Workshop Space. In response to the research findings, we identified five key audience segment ‘zones’ and set a series of realistic objectives and targets to focus marketing resources and provide evaluation milestones. To facilitate the implementation of the proposals we provided Giant with practical resources including key local contacts and details of potential partnership opportunities. The development plan focuses on building loyalty and maintaining friendly contact with participants throughout the year. A number of ‘zone’ targets have already been achieved and GGA will assess how the project is progressing over the coming months.

“I really like the workshop space, because there is a lot of room to do art, and also there are so many bright colours which makes it feel friendly. The space is good for all different types of art so that makes it even better.” Giant workshop participant, age 10


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CASE STUDY

AUDIENCE RESEARCH


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HALF LIFE: AUDIENCE RESEARCH NATIONAL THEATRE OF SCOTLAND / NVA

In July 2007 the National Theatre of Scotland and environmental arts charity NVA collaborated on Half Life – a major landscape work and the first co-production between both organisations. The project involved installations and an outdoor production based in Kilmartin Glen, Argyll – an area of rich heritage where Neolithic artefacts have recently been discovered. Half Life started by day, when audience members were invited to explore a series of atmospheric sites and installations based around known and rarely seen prehistoric landmarks. The route followed the recently recovered archaeological field notes giving invaluable insight into the area. These included magnificent burial cairns, standing stones and ancient hill forts, with walks ranging from 15 minutes to three hours. Dense forests were manipulated to create intriguing new entrances and vistas around chosen sites, while audio compositions enhanced the existing sounds of the natural environment. In the evening, an outdoor production was staged in an atmospheric forest location at the entrance to Kilmartin Glen, centred on a sculptural set constructed from hundreds of felled logs. Seen through the eyes of an eminent archaeologist, Half Life brought to light the remarkable beliefs that focused the ritual activity in early societies; beliefs that still echo through the present landscape. No equivalent nationally led arts project has been undertaken in the region before and it was pioneering on a UK wide level and it was therefore important for both the National Theatre of Scotland and NVA to find out what impact the event had made on those attending. GGA was appointed to undertake research with Half Life attenders to hear their thoughts on the various elements of the work. Feedback from a series of discussion groups and questionnaires were used to reveal the demographic profile of the audience and included opinions of the performance, how long attenders stayed in the area, carbon footprint information and recommendations for future work. “I would tell anyone in Glasgow who has time to take a weekend out to come away and see it – you need to come for the whole package. To my theatre mates I would definitely say – don’t just come for the show.” Half Life attender NVA is planning to re-launch a series of permanent landworks in the forests of Mid-Argyll to allow both first time visitors and those wishing to revisit the area an opportunity to explore the landscape and the themes of the Half Life project at their own pace.


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GGA SPEED NETWORKING AND INTELLIGENCE SERVICE


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NATIONAL EVENTS GGA CONFERENCE 2007

MAYBE TOMORROW - extending your reach, revenue and reputation On Friday 1st June 2007, over 100 key opinion formers and professionals from across the arts gathered at ‘maybe tomorrow…’ – GGA’s second annual conference, held at City Halls in the heart of Glasgow’s Merchant City. In a packed first session, ‘maybe tomorrow…’ brought into focus a whole spectrum of initiatives currently underway at a local, national and international level to develop audiences for the arts, including some of those proposed by the Cultural Commission.   The second half of the day looked at how e-technology and the latest research tools could be applied to extend our reach, revenue and reputation. With all of this clarity of vision in mind, our colleagues took us through a light-hearted look at what they want to start, stop and keep doing to build audiences for their organisations in the ‘Chit Chat’ session.   During the day, GGA introduced the GaGAs – awards presented to individuals and organisations to recognise excellence in audience development. “I thought the conference was great - all very pertinent and tangible subjects discussed, and a really good mix of people in the audience.  As usual you and your team did a great job.  You always get the details just right, and fittingly for a conference on audience development, you give everyone a great ‘visitor experience’ from start to finish! I was glad to have been part of it.” “Great networking day for me and some interesting contacts and speakers. …always like a team who value the power of a “celebration cake”.   “…a good balance between strategic and tactical initiatives”    “…nice just to hear inspirational people talking about projects rather than preaching about something”    “Excellent presenters, well chaired, information rich”    “Francis McKee’s talk about visual arts and audience development was refreshingly frank”    “GaGAs (awards) were great”   “Great buzz from the delegates and speakers – people were enjoying themselves”    “It was fun, funny and fast-paced”    “The atmosphere created was relaxed and engaging” Photos and feedback are online: www.gga4arts.co.uk/conf07 ----------------------------------------------------------------------------------------------------------------------------------

ENGAGE SCOTLAND CONFERENCE 2007 WORKING WITH AUDIENCES

Charlotte Winter, Head of Market Research, presented an overview of the changes and influences that will impact on gallery audiences of the future at engage Scotland’s annual conference. ----------------------------------------------------------------------------------------------------------------------------------


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CITY WIDE

In 2005, with investment from Scottish Enterprise Glasgow, GGA ‘Mystery Shopped’ 10 major arts venues in Glasgow to assess the customer service experience received by residents and visitors to the city. A range of member venues took part in the project, which involved ‘Shoppers’ booking online, purchasing tickets in person at the box office or by telephone prior to attending a performance. Following the results of the Mystery Shopping programme, and using valuable feedback from key staff members from Box Office, Front of House and Marketing, GGA created C21st Service – a collaborative training, networking and capacity building programme, which aims to increase service levels and attendances city-wide. We are continuing to receive positive feedback about C21st Service, which is now in its second year of operation. Current initiatives include the ArtsPass and C21 News. THE ARTSPASS The ArtsPass is unique to Front of House, Box Office and Marketing staff and provides them with the opportunity to take advantage of special ticket offers that are featured in C21 News. In the last year there has been a 30% increase in ArtsPass membership.   C21 NEWS C21 News is a monthly e-newsletter dedicated to Front of House, Box Office and Marketing staff. It features news and views from staff and venues, industry updates, training opportunities, exclusive ArtsPass ticket offers and much more! ----------------------------------------------------------------------------------------------------------------------------------

GLASGOW TOURISM The GGA team hosted meetings with members focusing on one main aim – to reach more cultural tourists! As part of this series of gatherings industry professionals were invited to take part in the deliberations and assist in the formation of collaborative ideas that could potentially attract investment for implementation. ----------------------------------------------------------------------------------------------------------------------------------

PEER TO PEER YOUNG PEOPLE, ARTS & CULTURE – JOHN E MCGRATH GGA hosted a training and capacity building session on the subject of ‘Young People, Arts & Culture’ lead by John E McGrath, Director of the award-winning Contact Theatre in Manchester, a place as renowned for its work with young people and artists as it is for its development of experimental theatre. The day long event, attended by representatives from The Arches, Tramway, Platform, The Citizen’s Theatre, Tron, Cumbernauld Theatre and Suspect Culture, allowed directors and marketers to come together to hear about John’s experiences, ask questions, enjoy some ‘creative renewal’ and share ideas that may have positive influence on the city’s younger people. ----------------------------------------------------------------------------------------------------------------------------------


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COLLABORATIVE OPPORTUNITIES PERFORMING, TOURING AND RECEIVING THE COMMON AGENDA

GGA organised and facilitated sessions with marketing managers and directors from each of the five national performing companies and receiving venues in Scotland. The discussions centred on ‘the common agenda for audience development’ and examined the key issues affecting both parties and potential ways in which they could be addressed. Positive outcome were achieved and further meetings are scheduled throughout 2008.

THE COLLABORATORS: THE PERFORMING COMPANIES National Theatre of Scotland Scottish Ballet Scottish Chamber Orchestra RSNO Scottish Opera

VENUES Glasgow’s Concert Halls Edinburgh Festival Theatres His Majesty’s Theatre Glasgow Theatres Ltd Usher Hall Eden Court RSAMD

THE AGENCIES GGA The Audience Business

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PROFESSIONAL DEVELOPMENT GGA offers members opportunities to discuss and learn more about best practice in audience development:

THE GURU IS IN! Permission based marketing and e-marketing topics were top of the agenda when leading expert, Roger Tomlinson, visited Glasgow to present workshops at GGA’s office. This much sought after conference speaker who leads at the cutting edge in the use and implementation of new technology offered valuable advice to members.   ----------------------------------------------------------------------------------------------------------------------------------

ARE YOU LOOKING FOR MORE ATTENTION? Exclusive sessions with Dianne Greig, GGA’s Head of Audience Development gave two members a chance to consider their media and communications planning – from strategy and campaign development through to successful evaluation. “Many thanks for the one-to-one session we had – I found it extremely useful.” Catherine Gauld, Scottish Chamber Orchestra “With a reduced marketing budget for our Open Studios Weekend, I had to be more resourceful. My marketing and PR session with Dianne gave me the confidence to create an online marketing strategy to help target potential visitors more effectively”. Helen Moore, WASP’S Artists Studios ----------------------------------------------------------------------------------------------------------------------------------

THE RESEARCH MENTOR Charlotte Winter, GGA’s Head of Market Research, is mentoring a specially recruited Project Ability team member through a year long action research programme – focus group training, questionnaire and discussion document design and report writing are key focal points for development. ----------------------------------------------------------------------------------------------------------------------------------


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GGA SPEED NETWORKING AND INTELLIGENCE SERVICE Continued...


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NETWORKING – Virtually and leisurely! VIRTUAL ‘AUDIENCE DEVELOPMENT’ COFFEE BREAK In December ‘07, GGA members across Scotland joined together for a virtual coffee break in the name of audience development, a time where our members, clients, friends and stakeholders could put the kettle on and think about the year ahead and their audience development plans. Virtual coffee break participants interacted by sharing their ‘audience development brainwaves’ “What a great idea! Thanks for including me in the pool. I’ll be on the train at 11 - if it has wireless I’ll join the conversation - if not, I’ll catch the crumbs of it later.” Bryan Beattie, Creative Services “…thank you all for the mug, which was baptised today. If I have a brainwave this weekend, I’ll send it in, late or not.” Keith Crosier, GGA Board “What a good idea to get us all to sit down, take time out and discuss. We had great debate and felt totally inspired after it.” Anne McCluskey, Tron Theatre ----------------------------------------------------------------------------------------------------------------------------------

SEASONAL SUPERBOWL! The 2006/07 GGA AGM attracted a larger audience than anticipated This was partly due, we suspect, to the addition of a bowling event straight after the formal proceedings. Developing audiences is a serious business but every now and again it’s good to get together in more relaxed surroundings!

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GGA: SUMMARY OF ANNUAL ACCOUNTS

FOR YEAR ENDED 31ST MARCH 2008

GGA I NC O

GGA E XP E

Reserves: The charity has net reserves at the year end of £113,755. This includes GGA’s match funding commitments for the supply of data services that will be underwritten in 2008-09 with the remainder used in meeting the increased demand for arts consultancy, software licensing and training services for which GGA has commitments in 2008-9. The directors’ aim is to manage risk by building up a reserves fund adequate to cover core overheads for a 3 month period. (Circa £60k). Where unallocated funds are created these will be redirected towards maintaining the operations of the organisation to ensure delivery of the core Memorandum and Articles of the organisation and ensure efficient and effective best practice at all times.

These financial statements have been prepared in accordance with the special provisions of Part VII of the Companies Act 1985 relating to small charitable companies and with the Financial Reporting Standard for Smaller Entities (effective January 2007). The summary accounts have been extracted from the audited statutory accounts for the year ending 31 March 2008. The full accounts and report are available from Glasgow Grows Audiences Ltd registered office. The financial statments were approved by the Board of Directors on 22 October 2008.

RE 2007/ ITU 08 D N 63% Salaries & Employers Costs 14% Operating Overheads 22% Projects 1% Depreciation

007/08 E2 M 17% Grants - Public Bodies 17% Grants - Local Authorities 20% Membership 41% Projects 2% Other 3% Bank Interest


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PROFIT & LOSS INCOME Grants - public bodies £50,000 --------------------------------------------------------------------------------------------------------------------------------------------------Grants - local authorities £50,000 --------------------------------------------------------------------------------------------------------------------------------------------------Membership £60,250 --------------------------------------------------------------------------------------------------------------------------------------------------Projects £128,125 --------------------------------------------------------------------------------------------------------------------------------------------------Other Earned Income £5,676 --------------------------------------------------------------------------------------------------------------------------------------------------Bank Interest received £8,848 --------------------------------------------------------------------------------------------------------------------------------------------------TOTAL INCOME £302,899

EXPENDITURE Salaries & Employer Costs £168,184 --------------------------------------------------------------------------------------------------------------------------------------------------Operating Overheads £36,202 --------------------------------------------------------------------------------------------------------------------------------------------------Projects £56,638 --------------------------------------------------------------------------------------------------------------------------------------------------Depreciation £1,586 --------------------------------------------------------------------------------------------------------------------------------------------------TOTAL EXPENDITURE £262,610

Profit for the Financial Year after Taxation £40,289 --------------------------------------------------------------------------------------------------------------------------------------------------Retaining Profit Brought Forward £73,466 --------------------------------------------------------------------------------------------------------------------------------------------------RETAINED PROFIT CARRIED FORWARD

£113,755

BALANCE SHEET FIXED ASSETS: Tangible Assets £1,688 --------------------------------------------------------------------------------------------------------------------------------------------------CURRENT ASSETS: Debtors £34,674 --------------------------------------------------------------------------------------------------------------------------------------------------Cash at Bank £197,977 --------------------------------------------------------------------------------------------------------------------------------------------------£232,651 CREDITORS: Amounts falling due within one year £120,584 --------------------------------------------------------------------------------------------------------------------------------------------------NET CURRENT ASSETS: £112,067 --------------------------------------------------------------------------------------------------------------------------------------------------TOTAL ASSETS LESS CURRENT LIABILITIES: £113,755 RESERVES*: Profit and loss account £113,755 --------------------------------------------------------------------------------------------------------------------------------------------------£113,755


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GGA MEMBERS

GGA CLIENTS


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GGA TEAM JULIE TAIT CHARLOTTE WINTER DIANNE GREIG KIRSTY MCKENZIE NINA HONEYMAN SUSIE IRONSIDE SHELLY LAMINGTON

Director Head of Market Research Head of Audience Development Finance & Administration Manager Audience Development Assistant Audience Development Intern Office Manager (Maternity Cover)

GGA BOARD ROY MCEWAN (Chairman)

Scottish Chamber Orchestra

JANETTE HARKESS KEITH CROSIER ANNE KNOWLES MARGARET FRAZER LYNN BRADLEY DAVID HUNTER GUY ROBERTSON RONNIE SOMERVILLE

The Herald University of Strathclyde (to Nov ‘07) Project Ability (to Nov ‘07) York Consulting (to Oct ‘07) Audit Scotland (to Aug ‘07) Campbell Dallas Chartered Accountancy GRP 5pm.co.uk

JULIE TAIT (Secretary)

Glasgow Grows Audiences Ltd


www.gga4arts.co.uk

Glasgow Grows Audiences Ltd (GGA) Suite 1/1 6 Dixon Street Glasgow G14AX T F E W

0141 248 6864 0141 248 4090 info@gga4arts.co.uk www.gga4arts.co.uk

Registered as a Company in Scotland: SC270865 Registered Scottish Charity: SC035796 GGA is a trading name of Glasgow Grows Audiences Limited


GGA Annual Report 2007/08