Making it theirs

At Wales Millennium Centre, one of our aims is to encourage people to deepen their understanding, engagement and enjoyment of the arts, and thereby add real value to the customer experience. To achieve this we programme a range of free and participatory events that enable customers to get the most out of their time with us. Packaging up these events led to the creation of ‘Make It Yours’, which encourages audiences to feel a true sense of ownership and personal investment in the Centre.

The year-round talks, workshops and exhibitions that comprise Make It Yours provide us with a vital tool for developing audiences. The largest part of our programme of free events is the performances that take place regularly throughout the year on the Glanfa stage in our foyer, generally at lunch time or prior to a performance in one of our venues. Whether attending a meeting or just popping in to grab a coffee, our audiences can experience the arts in a more informal setting. In 2010/11 we programmed 441 free performances there, which were seen by a headcount of 38,512 people, ranging from those attending ticketed performances to visitors who are simply passing through the building. Last year we had more than 1.1 million casual visitors and many of these will have experienced a performance on the Glanfa stage.

In addition creating access to a wide range of artists and artforms, the stage helps to develop audiences and drive income in other ways too. Watching something on the Glanfa stage prior to a main stage show means that our audiences have a memorable experience from the moment they walk through the doors and this sets us apart from many other venues in the area. The stage is also situated by many of various cafés, restaurants and shops in the Centre. Although the artistic value of the stage is our focus, the increase in dwell time and secondary spend are also important for the business. In addition to this, free performances act as a springboard for converting non-attenders into paid bookers.

Just as important as the benefits to our audiences and the business is the value of these events to the performers themselves. In 2010/11 a total of 2,915 emerging artists, as well as a large number of professional, semi-professional performers and enthusiastic amateurs, were given the opportunity to perform on our stage. The platform provides these emerging artists with the opportunity to perform at the Centre with a real audience – something that is essential to their personal and career development. These performers range from local schools and colleges to community choirs, jazz bands and dance companies. Free events and activities are an integral part of our cultural offer and an essential tool for developing audiences at the Centre. The true value is impossible to calculate, but by investing in free events for all, we can be confident that we are not only promoting and encouraging involvement in the arts, but that we are making the arts both inclusive and accessible.