Royal Scottish Academy of Music and Drama
| Organisation |
Royal Scottish Academy of Music and Drama |
| Project |
Market research to infrom a strategy aimed at increasing and broadening the audience for performances at the RSAMD |
| Artform |
Music, drama and technical and production arts |
| Location |
Glasgow |
| Application type |
Project development |
| Date |
2001/02 |
| Status |
Completed |
| Grant |
£5,000 |
| Total project cost |
£7,000 |
In existence since 1847, the Royal Scottish Academy of Music and Drama (RSAMD) is Scotland’s only conservatoire. Based in Glasgow, it exists to train individuals in music and drama at both national and international level. The Academy has a purpose-built base with five different performance venues and promotes a range of performances, masterclasses, workshops, exhibitions and conferences. Ticketed performances are principally to showcase the talents of students and teachers, although other groups also use it as a venue.
 |
 |
To undertake market research into potential audiences for performances at RSAMD which currently attracts a loyal but ageing audience. The Academy wishes to identify market segments that may be interested in its product and target them accordingly. |
|
To explore ways of extending and widening the audience base by means of:
- desk research, including a literature review, into audience development methods
- focus groups with regular attenders at RSAMD, regular attenders at other Glasgow venues and non-attenders, to gather information on attitudes to the venue and its programme of events
- a benchmarking exercise with other similar organisations
- information exchange with other Glasgow venues.
|
|
 |
 |
|
The Audience Business was appointed to undertake the focus group research. It held three groups – one with current attenders at RSAMD and two with people who attended arts events in the city but not at RSAMD. |
The focus groups, particularly the two held with non-attenders, provided very useful feedback on why group members did not attend events at the venue and what might be done to encourage greater attendance. Recommendations included:
- clarify the profile and brand of RSAMD, in particular by promoting it as an arts venue as well as an educational establishment and by raising its profile within the city
- increase awareness of RSAMD as an arts venue by improving publicity and advertising and by developing links with other city venues
- increase the venue’s street presence
- consider improving the café and look at the relationship between the students who use the facility and the public.
|