Jerry Yoshitomi is one of America’s foremost authorities on audience development and leadership strategies for the arts. He is the former Chair of the National Task Force on Presenting and Touring the Performing Arts that resulted in the 1989 seminal report, An American Dialogue. He has shared his expertise with arts organizations and government agencies throughout the US, Canada, Australia and New Zealand. He was even involved in the preparation of the Ontario Arts Council’s latest Strategic Plan. We will help him lead a workshop in Banff (AB) for performance arts network executives. We’re hoping this first collaboration will lead to others and that the knowledge we will share will be made to good use by our IAD customers.

Denis Bertrand

We lead a workshop entitled Building Public Engagement in the Arts in Fredericton (NB) on March 30, 2009, at the invitation of the Canada Council for the Arts, Heritage Canada, the Atlantic Canada Opportunities Agency, the New Brunswick Ministry of Culture and the New Brunswick Arts Council. More than 20 arts organizations participated in the day-long workshop. It started off with a presentation of the RAND Model for Building Participation in the Arts and was followed by a practical introduction to identifying potential audience members, reaching out and retaining them, based on 50 Carleton’s Integrated Audience Development strategy . Although most arts organizations recognize that they must get involved in audience development, quite a few of them are torn between that recognition and their daily reality (being overworked and underfunded). We recommended that arts organizations raise the issue with their Board of Directors and members to determine if there were volunteers who could support staff with audience development activities. We also suggested that they start with one activity (ex.: updating an e-mail list). Soon enough, they’ll find out that one activity will inevitably lead to another.       

Denis Bertrand

In the Volume 6, Number 8 edition of Hill Strategies’ Arts Research Monitor (www.artsresearchmonitor.com), you’ll find an article on audience development based on a presentation made by one of America’s foremost experts in the field, Alan S. Brown. He believes that the arts industry is ”in search of a new marketing model”. Mr. Brown is a proponent of Peer-to-Peer marketing, which includes structured word-of-mouth promotional activities, creating a network of resellers and promoters, as well as the use of modern communication tools (such as blogs and online social networks) to help arts organizations draw in new customers. 50 Carleton’s Integrated Audience Development Strategy includes this concept so that any arts organization can build its own ”community” of patrons ready to promote the activities of their favorite arts venue to potential customers. 

Denis Bertrand

Welcome arts professionals and patrons! We are pleased to welcome you to 50 Carleton’s Integrated Audience Development (IAD) blog. We created the IAD’s 7-step process to help arts organizations identify, reach, increase and retain their clientele using modern communications and marketing techniques. You can learn more about IAD and our services by visiting our Web site (www.50Carleton.com/IAD). And come back to this blog to keep up with current trends and resources in the field of audience development.