Theatre Audiences – The Crucial ASSET

International Online Conference

Two afternoons of presentations, discussions and an interactive programme devoted to theatre audiences!

Theatre Audiences : The Crucial ASSET
International Online Conference
26.+27.52021 | 13.00 - 16.00 | online via Zoom

The first day’s programme will be streamed on YouTube and is publicly available without registering.
Register here for free for access the first day’s presentations on Zoom, including interpretation into some local languages; participate in the sessions on the second day of the conference; enter the ON DEMAND section, featuring exclusive video content and programming from the theatres involved in ASSET; and join the watch party!



Wednesday, May 26

Time zone: CEST (Central European Summer Time)

13:00 - 13:10 Welcome, Audience! : conference opening

13:10 - 14:00 What’s The ASSET? : presentation of the methodology and outcomes of Audience Segmentation System in European Theatres
During the first conference session, the ASSET project team will share the results of the two-year audience research implemented in collaboration with arts organisations and universities in Prague, London, Zagreb, Vienna, Sofia and Helsinki and present the methodology used to segment the theatregoing public in twenty participating theatres across these European capitals.

14:10 - 15:20 Audience Segments & Regional Specifics : presentation of ASSET segments and national audience data
The Audience Agency experts will reveal the details of the new model of segmenting theatre audiences based on their preferred content and describe the segments and how to approach them in theatres’ programming and communication praxis. Audience research outcomes and specifics for each country will be demonstrated by local partners.

15:30 - 16:45 Evidence-based Cultural Policy-making : panel discussion
Dedicated to “evidence-based cultural policy-making,” the discussion will focus on the availability of audience data locally and internationally. How can - or can’t - the data be practically and strategically implemented in cultural policies. How to best respond to the public's needs, particularly in the context of a possible imbalance between the cultural provision in cities and rural regions? What possible impact might a shift to digital cultural consumption have on any future strategies? These and other crucial questions will be discussed with a circle of eminent policy-makers, experts and decision-makers from European countries participating in the ASSET project.

19:30 - 21:00 ASSET Watch Party : a shared cultural experience (registered participants only)
Join in and chat during a shared online stream of an exclusive theatre production from one of the partner theatres. Stay tuned for more info!

Thursday, 27 May

13:00 - 14:30 Beyond The Average : a workshop on audience segmentation (registered participants only)
In this session, Jonathan Goodacre and Daniel Cowley from The Audience Agency will lead participants through the ideas behind the segmentation of theatre audiences. This will be an active session that invites you to consider what it means for your own organisation, share your ideas and experiences and develop some plans of your own.

13:00 - 14:30 ASSET Partners & Theatres Meeting : parallel session
A closed networking and evaluation session for ASSET project partners and participating theatres only.

14:45 - 15:45 European Theatre Night - What Next? : open discussion (registered participants only)
The conference will culminate with a discussion about the future of European Theatre Night (ETN) in the post-covid era. In this open forum, we will focus on how to foster ETN as a platform for international cooperation and discuss possible international funding opportunities, common activities and communication tools to improve the project and better access our audiences.

We’ll build on the conclusions of the symposium “Theatre Night in Europe and Audience Development Activities in Performing Arts,” held in 2019 in Zagreb, the cradle of European Theatre Night, where national coordinators of Theatre Night or similar projects from Poland, Hungary, Slovakia, Czech Republic, Austria, Finland, Bulgaria, Croatia, and Bosnia and Herzegovina held a historic first meeting at the beginning of the ASSET project. With this discussion at the project’s conclusion, we come full circle.

15:45 - 16:00 See You In The Audience! : conclusions and final words


Conference program in PDF
Full programme accessible after free registration.

Quelle & Grafikhinweis: ASSET