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November 3-4, 2016, Archa Theatre, Prague

Audience development should be a priority for cultural organisations. It is far from just being about marketing; audience development influences the planning of new activities, affects the operation, creation of the programme, and education. In addition to increasing the audience interest or revenue from ticket sales, audience development can be a strategic public administration tool and can play an important role as an intermediary in a fragmented society.

Renowned foreign and Czech experts will be discussing inspirational examples in practice, the agencies involved in the analysis of data, the role of the founders or of the involved cultural organisations, and the pitfalls of audience development (3. 11.). The second day will consist of specialised workshops and trips to inspirational cultural organisations (4. 11.).

The main guests of the conference include: Steven Hadley (Queen's University Belfast, Northern Ireland), Kathleen McInnis (See-Through Films, USA), and Anne Torreggiani (The Audience Agency, UK).


Video from the conference:       



Video 1

  • Welcome speeches:
    Karel Barták, Directorate-General for Education and Culture, European Commission
    Anna Matoušková, Ministry of Culture of the Czech Republic
  • Keynote speech by Petra Hůlová "Extermination"
  • SESSION 1: Audience development - opportunities and risks
    Steven Hadley,Queen's University Belfast, UK / Accessible or Available? Some thoughts on Audience Development and a democratic approach to culture
    Roman Giebisch, National Library / Book-free libraries
    Ondřej Chrobák, Moravian Gallery in Brno / "Visitor turnover" in practice
    Anna Lísalová, Aerofilms: Scope 100 / Audiences as film buyer
    Kathleen McInnis, See-Through Films, USA / Intelligent Audience Design

Video 2

  • SESSION 2: Why do we need data
    Anne Torreggiani, The Audience Agency, UK / Audience data for policy and practice
    Marek Hovorka, Jihlava International Documentary Film Festival, CZ / IDFF Ji.hlava
    Ondřej Kašpárek, European Capital of Culture Pilsen 2015, CZ / Pilsen – European Capital of Culture 2015 
    Joanna Swajcowska, Warsaw City Hall, Poland / Cultural policy of the City of Warsaw
    Pepe Zapata, Mercat de les Flors / Spain: Dancing With Data

Video 3

  • SESSION 3: Social responsibility of artists and cultural organizations
    Ad Geerdink, Westfries Museum, Hoorn, NL / Let's engage. A plea for the participative cultural institution
    Lenka Kukurová, independent curator, Slovakia / Exhibition: Fear from the Unknown
    Marcela Steinbachová, Kruh, CZ / Communal Architecture
    David Jařab, Studio Hrdinů, CZ / Engaged Theatre
    Ondřej Hrab, Divadlo Archa, Theatron, CZ / A theatre must have a reason

  • Wrap Up by Kathleen McInnis


  • To attend the conference (November 3) please register here.
  • Due to limited capacity, it is necessary to register for the workshops and field trips by email to the address Registration is valid only upon confirmation by the organizers.
  • Full participation (November  3-4) - CZK 700 (students CZK 450)
  • DAY 1 only (Nov. 3) - CZK 300 (students CZK 150)
  • You can cover the fee on spot in Archa Theatre box office, or in advance via GoOut portal at
  • Information Toolkit download here

Contact: Magdalena Müllerová, Creative Europe Desk, T +420 224 809 118, E





Whole gallery

Published date: Nov 14, 2016


The Culture Programme


Creative Europe Desk
Czech Republic
sub-programme Culture

Celetná 17, 110 00 Prague 1

T: +420 224 809 118

Culture Heritage Section

Creative Europe - MEDIA

All contacts

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