Where are your audiences? Do you understand them? Do you know how to meet their needs?

The Cultural and Education Section of British Consulate-General and Hunan Provincial Museum will present a “Lecture and Workshop on Museum Audience Development” on 27 April 2010. Mr. Andrew McIntyre from Morris Hargreaves McIntyre, a famous UK consultation company on arts marketing and audience development is invited to share his experiences on audience development with local arts professionals, discuss new approaches and strategies to exploit opportunities and meet the challenges. This will help the arts organisations in China to gain better understanding of the audiences, particularly the new approaches in meeting audience’s needs.

Meanwhile, domestic and international professionals and scholars, including Director Chen Daoming, Deputy Director Li Jianmao from Hunan Provincial Museum, and Zhu Huiliang from Taipei National Palace Museum are also invited to share their latest research findings, cases studies and practical experience during the three-day training programme.

Schedule of the Programme:

Venue: Hunan Provincial Museum
Speaker: Andrew McIntyre
Date: 9:30 - 17:00, Tuesday, 27 April 2010

1) Lecture: Fundamental Theories and Case Studies on Audience Development for Arts Organisations
Time: 9:30 – 12:30

2) Workshop: Strategies of Meeting the Audience’s Need
Time: 14:00 – 17:00

UK Speaker:

Andrew McIntyre, Director
Morris Hargreaves McIntyre

Andrew is one of the UK’s leading authorities on arts marketing and audience development. He has devised some of the most innovative techniques, led highly successful projects and published widely read texts on how to attract, retain and develop audiences. His work focuses on helping arts organisations to have a deeper understanding of audiences: their motives, needs, perceptions, attitudes, behaviour and responses. Beyond evaluation, this insight is a catalyst for organisational change that is driven by artistic objectives but focused on audience outcomes.

Andrew’s first role in the arts and museums sector was in the development and opening of the new People's History Museum in 1990. He then led audience development programmes at Manchester Art Gallery and Arts About Manchester which he helped to grow into the UK's largest and most innovative audience development agency. In 1999, Andrew's R&D department joined forces with long-term collaborators Gerri Morris and Joanna Hargreaves to form Morris Hargreaves McIntyre. Clients include the UK government, major funding bodies in several countries and over 100 of the most forward-thinking theatres, orchestras, opera companies, museums and galleries in the world.

Chinese Speakers:

Chen Jianming, Director of Hunan Provincial Museum
Topic: An Introduction of the Public Education Development of Chinese Museums

Li Jianmao, Deputy Director of Hunan Provincial Museum
Topic: The Education Perspectives in Museum Curating

Zhu Huiliang, Head of the Public Education Department, Taipei National Palace Museum
Topic: Planning, Delivery and Research of Public Education Programmes

Organisers:

The Cultural and Education Section of British Consulate-General

Hunan Provincial Museum