New knowledge of audiences, training for arts organisations and networking for marketers and audience developers should result from a national arts audiences project for Scotland. ‘The Source’ is a collaboration between the Federation of Scottish Theatre, Glasgow Grows Audiences and The Audience Business, funded by the Scottish Arts Council. The project will work with 100 professional arts companies, including the National Theatre of Scotland, Scottish Opera and Scottish Ballet, Scottish Chamber Orchestra, and other venues and festivals. The main aims of the project are to extrapolate, manipulate and understand audience data; to expand the knowledge and skills of arts organisations through coaching and mentoring in strategic planning; and to develop the sales and customer care capacity of staff.
