Wales’ arts marketing and audience development agency, Audiences Wales, has launched the first benchmark report from its groundbreaking Knowledge project.Audiences Wales established The Knowledge a year ago to develop the understanding of Wales’ theatre audiences. The first benchmark report draws together the findings from 20 individual venue reports produced over the past year. Each venue report analyses a theatre’s audience data detailing where their audiences come from, how frequently they book tickets and what type of people attend the theatre’s events. The benchmark report draws these findings together for the first time in Wales. The report indicates that ticket sales, income and the number of households booking for events all increased between 2004/5 and 2005/6 between the 20 venues surveyed. In 2005/6 there were 9,533 performances that took place for which over 900,000 tickets were sold generating over £8m in revenue. Interestingly, at least one person in every postcode sector in Wales has booked for an arts event. Audiences Wales’ Chief Executive, Nick Beasley, said: “This is a significant milestone in The Knowledge project and in the understanding of theatre audiences in Wales. “The first benchmark report will help inform business and marketing planning and, over time, enable venues to continue to deliver the needs of arts attenders. “The Knowledge project has enjoyed support from theatres throughout Wales and we already have 27 venues signed up for year two which will be reported on this summer. As the project grows we hope to provide a Wales wide picture of theatre audiences that will support the growth of the sector in Wales.” |
| Audiences Wales web site: www.audienceswales.co.uk |
| Nick Beasley e-mail: nick@audienceswales.co.uk |
Monday, June 11, 2007 |
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