Toolkits Series - Audience Development and Retention

Toolkit

AUDIENCE DEVELOPMENT AND RETENTION

Compiled by Adel Abdelwahab, Samantha Nampuntha and Mauricio Lomelin

Introduction

Identifying the festival’s key stakeholders

The dialogue between the festival and its stakeholders

Identifying the festival’s market

Identifying marginal audiences and their needs

Making the festival accessible

Balancing audience retention with audience development

Databases and database management

Building and retaining a festival audience in a time of COVID-19

Understanding the Festival as a year-round event

Festival Case Studies

Publicity

Marketing

Evaluating the Festival’s marketing and publicity

Conclusion

Resources

How to provide feedback, amendments and additions:

The toolkits are open-sourced, continuously developed tools. Therefore, festival and cultural practitioners from all backgrounds and levels of experience are invited to expand these materials by adding their own contributions, building on the gathering of knowledge and insights shared with the whole festival-making community worldwide. Please email info@festivalacademy.eu for feedback, amendments, and additions.