Update

A strategic, national audience development project focused on data Gathering consistent data across the country for the first time filling gaps in knowledge Creating knowledge and expertise in data management and application With the aim that organisations use market intelligence strategically across all areas of work What is The Source?

1.Sustainable organisations with a profound understanding of their audiences 2.Strong capacity and capability across the sector in audience development 3.Increased cross-sector collaboration What should success look like?

Participants Adam Smith Theatre, Kirkcaldy Aberdeen Music Hall, Aberdeen Brunton Theatre, Musselburgh Caird Hall, Dundee Carnegie Hall, Dunfermline Centre for Contemporary Arts, Glasgow Citizens’ Theatre, Glasgow City Halls, Glasgow Cumbernauld Theatre, Cumbernauld Dance Base, Edinburgh Dundee Rep Theatre, Dundee Eden Court, Inverness Edinburgh Festival Fringe, Edinburgh Edinburgh Festival Theatre, Edinburgh Edinburgh International Book Festival, Edinburgh Edinburgh Playhouse, Edinburgh Filmhouse Edinburgh International Film Festival, Edinburgh Glasgow Royal Concert Hall, Glasgow His Majesty’s Theatre, Aberdeen Horsecross, Perth King’s Theatre, Edinburgh King’s Theatre, Glasgow Lochgelly Centre, Lochgelly Macrobert, Stirling National Theatre of Scotland Old Fruitmarket, Glasgow Pitlochry Festival Theatre, Pitlochry Platform, Easterhouse Rothes Hall, Glenrothes Royal Lyceum Theatre, Edinburgh Royal Scottish National Orchestra Scottish Ballet Scottish Chamber Orchestra Scottish Opera The Arches, Glasgow The Byre Theatre, St Andrews The Hub, Edinburgh The Lemon Tree, Aberdeen The Queen’s Hall, Edinburgh The Tron, Glasgow Theatre Royal, Glasgow Traverse Theatre, Edinburgh Usher Hall, Edinburgh The Booth

1.DDX installation new venues 2.Accessed (and more!) data to create new benchmarks and individual organisation reports 3.Box Office Audit 4.Training Needs Analysis 5.Training and development programme 6.Strategic Interventions 7.Evaluation of the project The Source so far…..

“The course is interesting and informative. The instructor takes time to explain and answer questions. You gain a clear overall picture of how accurate data capture is important.” “A really useful prompt for the importance of taking the time to analysis all the figures we spend so long collating. Helpful tips, thought provoking exercises and the opportunity to share experiences with other marketing colleagues made this a valuable experience.” “We typically only do in-depth analysis for our Christmas show but the course has reminded me how easy it would be to pull together a basic analysis of our other work, which would enable to look much more keenly at patterns and trends.” “Already created a new & improved Interests List using the macro/micro system “ The Source Training

Scotland Total no’ of households in Scotland (n= 2.3 million) Note not consistent data set 2008/092009/10+/- % Cust Data Capture HH425,142435,307+2% Tickets Revenue£43,208,759£45,432,101+5% Tickets Sold3,183,2313,214,035+1%

Regional Benchmark Areas

Frequency of Attendance

Drive time

Mosaic Group profile

Audience profile by area

Scottish audience profile v population

1.Continue quarterly reports 2.Regular forums 3.More training 4.Working with the sector to agree standards and achieve change 5.Evaluation The future

Thank you