PRE-APPLICATION WORKSHOP Touring and Dissemination of Work Scheme

1. PRE-APPLICATION WORKSHOPTouring and Dissemination of Work Scheme Arts Audiences 17th October 2013

2. DEADLINES • Upcoming deadline for application to The Arts Council 1. Touring and Dissemination of Work Scheme: Tours from July – December 2014 Tours from January – June 2015 Deadline for applications 14th November 5pm

3. Application – general guidelines • Read the guidance ! • Health warning – guidance should be followed at all times

4. ARTS AUDIENCES AND TOURING • Marketplace initiative • Pre-application workshops on audience elements • Aimed at ensuring that when you get an award you have the right things in place • Touring Marketing Training

5. ARTS AUDIENCES RESOURCES • www.artsaudiences.ie • Guide to Marketing Your Production on Tour • Digital Arts Marketing Training

6. The Arts Council - Touring Scheme and audience focus • Amongst other things, The Arts Council is looking for • high artistic quality and that generally have a strong audience focus. • for a diverse range of audiences

7. What will we cover? • If you get a grant what will you need to implement the audience elements • Demonstrating that your application meets the audience criteria (Q 2.4) • How to set an audience target for your tour ( Q.2.5) • How to set a marketing budget for your tour ( Q 3.1)

8. Q 2.4 How does your application meet the assessment criteria? • Each artform has a slightly different set of criteria, slightly different around audience • READ THE GUIDANCE • Examples would be: • Architecture: Demonstrate ambition to show international or national exhibitions which would not otherwise be seen by Irish audiences • Literature: Build on long-term objectives around developing readership and audiences for contemporary literature

9. Q2.4 Research • What information could help? • Can you demonstrate a gap for what you are offering? Or a proven demand among audiences?

10. Q2.4 • Have you toured before to the venues you are proposing to tour to? Is there information that might help? • Have colleagues or friends in your artform toured to those venues before? • Talk to the venues about previous experience

11. Q2.4 – resources available 1. Arts Attendance in Ireland report – www.artsaudiences.ie Breaks down audiences for artforms by region 2. Information resource – Venues section www.artscouncil.ie

12. Regional audiences

13. Some examples of good applications • Theatre  • XXXXXXX has an excellent track record in touring quality productions nationally having been involved in 5 successful tours in 4 years • The production has a quality creative team that have all excelled in their field of expertise • The production has had a previous life, receiving strong reviews and excellent audience response. • The application shows ambition in presenting a play that has not been over exposed and yet will appeal to audiences • The application has the support of 14 venue directors who all believe in the play and want the production for their venues • The tour shows ambition in reaching 14 venues over 7 weeks • The production is visually impressive and will succeed in touring a large scale production for venues, offering good value for money. • The company and venues feel that with this production will get high audience turnout

14. Some examples of good applications • Music • This tour brings a world acclaimed artist to Irish audiences for the first time • A major artist in intimate venues will drive audiences and create new interest • This is an exceptional artist who would not otherwise be available to regional audiences and venues except through the use of specialist curatorial expertise

15. Some examples of good applications • Film • The programme, contextualised by expert staff and framed by a series of workshops, creates opportunities for active engagement by audiences with the art of film and music and encourages exploration of heritage.

16. Resources available • Audience Review 2013 – published by Audiences NI • http://www.audiencesni.com/news/Audience-Review-2013-now-published

17. Audiences Review 2013

18. www.irishtheatreonline.com

19. www.theatreforumireland.ie

20. Q2. 5 How to set an audience target

21. What should the audience target be? • Overestimation is the norm – don’t do it • Targets should be ambitious and realistic • Agreed with co-promoters and others

22. How to set an audience target? • 1. Talk to venues. Ask them what audience numbers have been achieved in the recent past in your artform or similar.* • 2. Talk to colleagues and friends about what audience numbers they have achieved * These do not have to be venues you are touring to but ideally they would be

23. Use the information resources • Results of the Touring and Dissemination of Work Scheme to date – contact the relevant Head of Team in The Arts Council • Arts Attendance in Ireland 2011-2012 • Census Highlights 2011 • Theatre Forum benchmarking* • Memory stick available for resources Members will have their own reports

24. Example– Dance Show proposed tour – Cork venue Average capacity for venues under 500 seats is 26% of capacity

25. Example – Dance Show – Cork venue 27% of the population : 37% of dance attenders; 87,000 dance attenders in Ireland once a year or more

26. Example – Dance Show – Cork Venue • Contemporary dance attenders have more people in the age groups • 15 – 24 • 35-44 • 35- 44 year olds are 19% of the population and 25% of dance attenders • 66% of contemporary dance attenders are women • Venue attenders attend at a wide range of things

27. Example – Dance Show – Cork venue Census 2011

28. Example – Dance Show – Cork venue 30 - 40 year olds are the largest section of the population

29. Sample calculation – for a venue with 400 seats • Recently has achieved 14% average capacity for dance – 56 seats sold • The average is about 26% • There are 32,000 contemporary dance attenders in Munster • Another dance company has sold 100 seats for a performance in another venue • Target: 35% of seats to be sold – 140 seats

30. REMEMBER REALISTIC BUT AMBITIOUS

31. Q.2.5 – Planned audience • Agree with the venue • Attach the workings to your application if you wish • You must attach the MOU with venues, signed by the venues • You will submit a report post-tour

32. Q 3.1 Budget How to set a marketing budget

33. Marketing budget • A marketing budget needs a marketing plan • Application does not need a detailed plan • How to ensure that you have allowed enough for marketing?

34. Marketing budget • Applicant has been given the touring grant • Is responsible for the audience numbers and the reporting

35. 1. Negotiate an outline marketing agreement with the venue (s) • Who is doing what? • What will you have to provide? – basics of marketing eg images, text for brochure, logo • Price those elements - don’t guess • Allow some travel and familiarisation – not much but some

36. Extract from Marketing Your Production on Tour • Setting marketing budgets • The budget you need will depend on these factors: • · the size of venue: bigger venues have more tickets to sell and so need more • marketing materials • · the type of event: new or challenging work needs more time and money spent on it • · past audiences: a company with a well-established audience at a particular venue • will need to invest fewer resources • · the promoter’s programme: if the promoter does not regularly present your art • form or type of work, both you and they will need to invest more resources • · the financial agreement: the level of risk your company is taking will influence the • time and money you need to invest but even if the promoter is paying you a fee, you • still have a responsibility to help them find an audience. • The biggest cost to your company will be the time to carry out the tasks involved. • Excluding salaries, most venues spend roughly 5% of their turnover on marketing while • touring companies average around 9%.

37. Marketing budget • Basic promoter costs – incurred even if the venue is doing the marketing • Images , usually photography • Press pack for venues • Text for brochure • Materials for the website (buttons, sized images, trailers etc.) • Familiarisation costs Other possible costs • PR professional • Flyers and/or posters

38. How to set a marketing budget • What marketing channels do the audience respond to? • For the venue • for your artform in that region • ASK • What channels will you concentrate on and to reach how many people? • Outline cost

39. Venues want • http://www.youtube.com/watch?v=g7uTsnAvPhg&feature=plcp

40. TOUGH

41. Resources • www.artsaudiences.ie • Arts Audiences cannot help with individual applications but we can point you in the right direction.

42. Digital Arts Marketing Training