People who work in the arts naturally tend towards the view that the arts are vital, central and valued in society; and because they tend to socialise with like-minded individuals with similar backgrounds, interests and education, they may well believe that the entire population feels the same way. Consequently, it has probably come as a something of a surprise ? and a disappointment - to many in the sector that, in voting for their favourite Lottery projects (p1), the public has hinted the arts are of less significance to them than the more utilitarian virtues of cycling and recycling. Findings such as these certainly put our sector firmly in its place ? a not a very comfortable place at that.
It?s always a risky business finding out how people really feel about our enthusiastic and well-intentioned efforts to create cultural experiences for the public. Sometimes it may seem better not knowing. Exercises like the mystery shopper survey conducted by the RNID (p3) offer a stark external view of arts organisations and a chance for managers to see their organisations as others do. This can be very revealing. Hands up those theatres that have used mystery shoppers to test out their customer service at the box office? and hands up any galleries that have asked members of the public who arrive at their doors with three children (including a two year-old in a buggy) about the quality of their experience? If you?ve ever done it, you will know that it is a salutary yet galvanising experience. If you haven?t, then now might be a good time to start. After all, someone out there in the wider world (a journalist who thinks Lottery money should be better spent on cycle pathways, for example) might conduct that very exercise without you even knowing, and you may involuntarily get the opportunity to test the old adage that ?there?s no such thing as bad publicity?.
Published: 15-11-2004