Berkshire Venues Consortium

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Berkshire Venues Consortium Around the Fringes
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Berkshire Venues Consortium Annabel Turpin,
Director Norden Farm Centre for the Arts,
Maidenhead Ron McAllister, Director South Hill
Park, Bracknell Martin Sutherland,
Director Newbury Corn Exchange New Greenham
Arts John Luther, Arts Coordinator South Street,
Reading Windsor Arts Centre (Year 1 only)
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Maximum travel distance 41 miles
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Why collaborate? - more strategic view of arts
in Berkshire - ensure programmes complement not
compete - benefit from each others expertise -
offer audiences more choice - share best practice
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Around the Fringes project Year 1 - a week of
Edinburgh Festival previews - double bills
across two venues - transport with
entertainment - joint marketing campaign
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Why collaborate on this project? - all venues
have track record of Edinburgh previews -
higher quality offering as work carefully
selected - introduce audiences to other
venues - offer true flavour of Edinburgh
festival - opportunity for major marketing
campaign - raise profile of venues through
joint project
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Arts Council Application Application for 13,045
to - bring highlights of Edinburgh Festival to
Berkshire - give regional audiences opportunity
to sample the festival - support companies by
offering opportunity to preview work in front of
an audience
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Budget - Expenditure - Artistic
expenditure 6950 inc. show fees (70 of box
office), comedian fees, hire of buses -
Marketing 7750 design/print of publicity
material 2,500 advertising 4,000 PR 1,250
- Overheads 750 - Support in
kind 3000 inc. rehearsal space, technical
support - Project Management 1845
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Budget - Income - Earned income 4250 50
people per double bill x 10 x 10
performances - Support in kind 3000 - ACE
subsidy 13045
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Marketing Activity - high quality leaflet and
poster - joint direct mail campaign - website
- www.aroundthefringes.co.uk - local
advertising - local PR campaign - national PR
support
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Local PR - outstanding coverage in all local
papers - all venues listed each time - pre and
post-event coverage Mail Campaign - database
pooled via mailing house - little overlap in
data (5548 reduced to 5463) - individual venue
mailings
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Local advertising - full colour adverts placed
in 8 key local/regional papers E-flyers -
distributed by all venues Distribution -
approx. 1,000 spent on distribution covering all
local areas - 7,000 leaflets slipped in local
newspapers
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National PR
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National PR
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Ticket sales - Year 1 Double bill/bus
tickets Norden Farm 100/100 South Street
92/100 South Hill Park 57/100 Newbury Corn
Exchange 53/100 Total 302/400 Single
tickets Norden Farm 20 South Street
18 South Hill Park 44 Newbury Corn Exchange
7 Total 89
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Evaluation - Audience Main conclusions -
provision of transport deciding factor for 94 of
bookers - 96 felt arrangements worked well -
79 said the experience would make them more
likely to visit one of the venues - 69 were
happy with combination of shows - only 8.5 had
visited the website
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Evaluation - Audience Quality of work Stamping
Ground - A Quiet Afternoon 3.7 Chris Neill -
The BBC, Andrew Gilligan and Me 3.5 Debut
Theatre - Shostakovich 3.1 Population 3 - The
Elephant Woman 4.2
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Evaluation - Venues Main conclusions -
difficulties with comedians performing on
buses - marketing group needed directors
support - quality of work disappointing
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Around the Fringes - Year 2 - commissioned
radio-play style piece for playback on board
the buses - one or more directors attended
marketing meetings - more proactive selection of
work - four venues - reduced level of marketing
required
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ACE Application Budget - Year 2 Application
for 5,000 to subsidise cost of transport and
commissioning fee for on-board entertainment Mark
eting budget set at 1950 Design - in
house Print 1600 Website update
150 Advertising 200 Individual venues to
cover cost of direct mail campaigns
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Ticket sales - Year 2 Double bill/bus
tickets Norden Farm 75/100 South Street
86/100 South Hill Park 66/100 New Greenham
Arts 23/100 Total 250/400 (302) Single
tickets Norden Farm 32 South Street
52 South Hill Park 24 New Greenham Arts
42 Total 150 (89)
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Evaluation Year 2 - Audience Main conclusions -
provision of transport deciding factor for 79 of
bookers - 97 felt arrangements worked well -
83 said the experience would make them more
likely to visit one of the venues - only 34
were happy with combination of shows - 24 had
visited the website
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Evaluation Year 2 - Audience Quality of
work News from Nowhere - An Oak
Tree 3.3 Spike Theatre - Madam Im
Adam 3.8 Point Blank - Roses
Morphine 3.1 Plested Brown - Hot
Pursuit 4.4
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Overall Outcomes - venues working together -
new audiences for each venue (Norden Farm - 10
new customers per year) - new supportive
relationships with companies - Berkshire on the
map!