Round 1 Guidelines - Theatre Communications Group

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Program Summary and Background Audience (R)Evolution is a four-stage program to study, promote and support successful audience engagement and community development models across the country. The first stage of the program consists of a research and assessment project, being conducted by AMS Planning & Research to determine the most impactful engagement models, and why they work. The second stage of the program was the February 2013 Learning Convening in Philadelphia where theatre professionals came together to share their own experiences and successes, and discussed how to apply these findings to their work. In the third stage of the program theatres will be awarded grants to adapt and/or reimagine successful audience engagement and community development models. The last stage of the program will be widespread dissemination, through which theatres at large will have quick and easy access to the project’s findings about how to implement effective engagement programs. These guidelines and application address the third stage of Audience (R)Evolution, allowing theatres the opportunity to (Re)Model their audience engagement and community development initiatives by adapting the successful practices of a newly identified partner organization; or (Re)Imagine their own successful initiatives to deepen and expand their reach to specific audiences/communities. TCG has long embraced the importance of audience engagement and community development efforts particularly through the New Generations Program: Future Audiences, created in 1999, which was generously supported by the Doris Duke Charitable Foundation and The Andrew W. Mellon Foundation. Since the inception of that program, US society has experienced rapid and undeniable changes—from the rise of social media to a new world economic reality. Throughout the changing times Future Audiences encouraged theatres to push boundaries while building on a track record of success. During the 11 rounds of Future Audiences TCG learned that strategies are not one-size-fits-all and that long-term relationship building is a key component of success. TCG also learned that while many theatres have had a track record of developing strong relationships with their audiences and communities, others need guidance and increased opportunities to share and access information about successful audience engagement and community development models taking place across the country. Based on these findings, TCG believes that the time is right to highlight effective models and provide an outlet for theatres to share the knowledge garnered as a result of their efforts. Audience (R)Evolution encourages theatre organizations to tap into technology, global consciousness, place-based thinking about art, the new “sense of social” and “high touch” and heightened civic engagement to develop new more relevant ways of attracting, engaging and developing specific audiences and communities. Another goal of Audience (R)Evolution is to identify and highlight successful models that can be adapted and shared widely—benefiting not only those who receive funding but also the field at large. To that end recipients will be required to share their models and lessons learned as a result of participating in the program via TCG’s website, TCG’s blog—The Circle and Conference 2.0. ROUND 1 PAGE 2 Videos and transcripts from the February 2013 Audience (R)Evolution Learning Convening are available at www.tcg.org/events/ar. The plenary sessions and case studies may be a helpful resource.
Defining Audience Engagement and Community Development While there are a wide range of definitions for the terms “audience engagement” and “community development,” Audience (R)Evolution refers to the following: Audience Engagement builds opportunities for dialogue between theatres and audiences and includes a full spectrum of goals, strategies, tactics and outcomes. Community Development connects theatres and non-arts sector partners using artistic assets to build collaborative and mutually beneficial projects addressing community needs. Both utilize activities that encompass building, deepening, and listening to audiences and potential audiences to determine what is relevant to them; and serving, informing, and opening communications with them to build long-lasting relationships. Program Overview Audience (R)Evolution will provide support in two initiatives: (Re)Modeling will support TCG Member <strong>Theatre</strong>s who aim to increase their proficiency in reaching specific audience(s)/community(ies) by observing, adapting and/or implementing successful models used by newly identified partner organization(s) from the arts field or non-arts sector. (Re)Imagining will support TCG Member <strong>Theatre</strong>s with a high level of proficiency and successful track record of reaching audience(s)/community(ies) who now seek new and/or different ways to deepen or expand this work. The Audience (R)Evolution grant program will award approximately ten grants of up to $65,000 each with an additional general operating support equivalent to 30% of the grant award. A minimum of 25% of Audience (R)Evolution grants will be awarded in each initiative. The remaining 50% will be awarded based on the panel’s evaluation process. Projects cannot exceed the eighteen-month period starting as early as December 1, 2013, and ending no later than March 31, 2015. Applicant Organizations in Audience (R)Evolution: (Re)Modeling may only apply to one of the two initiatives cannot also be proposed as a partner organization within the same round of the program Partner Organizations in Audience (R)Evolution: (Re)Modeling may be proposed in more than one (Re)Modeling application but will only be selected to partner with one applicant organization may submit a separate application for (Re)Imagining Applicant Organizations in Audience (R)Evolution: (Re)Imagining may only apply to one of the two initiatives may be a proposed partner in (Re)Modeling ROUND 1 PAGE 3
Page 1: ROUND 1 • PAGE 1 (Re)Modeling and
Page 5 and 6: Program Description: (Re)Modeling A
Page 7 and 8: Organizational Eligibility All appl
Page 9 and 10: Online Submission Instructions: (Re
Page 11: The mission of the Doris Duke Chari

Round 1 Guidelines - Theatre Communications Group

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