Dance Mapping - Arts Council England

Figure 3: Marketing the dance programme: Percentage of sample using different
methods
Source: Venue survey for Dance mapping research
When it comes to marketing the product, the figure is clear, with a large number of venues
using the web as a marketing tool, word of mouth is particularly strong. Brochures seem to
still be a way to reach audiences. Social networking is also beginning to be used.
Audiences appear to be increasing, with an average attendance of 52% in 2005/6, 53% in
2006/7 and 55% in 2007/8. This needs to be seen against evidence that there are an
increasing number of venues presenting dance and therefore more seats are on sale each
night. No separate survey was carried out on festivals.
Some of the comments from the sample relating to how promoters identify work include:
• difficult to find dance/dance theatre for children and families
• work on the small scale seems to be in decline
• there is a surplus of work – more approaches from companies than programming
opportunities
• prefer to see work in advance of programming if possible to ensure it is of the highest
quality– even work by established choreographers and companies can be variable.
• programming dance takes more time and travel than other artforms, despite taking up
a smaller part of the programme
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