audience engagement and development · institute for apitalising on reativity school of management,...
TRANSCRIPT
Company Tron Theatre www.tron.co.uk
Researcher Dr. Charlotte Gilmore Institute for Capitalising on Creativity School of Management, University of St Andrews [email protected]
The Tron is one of Scotland’s leading medium- scale producing and presenting theatres, set in the heart of Glasgow's Merchant City. Housing three per-formance spaces, rehearsal space, offices, a dedicated workshop space, bar and restaurant, the building is a vibrant creative hub. The building is also home to Tron Theatre Company, which stages its own productions as well as presenting co-productions and collaborations with other leading theatre companies, alongside a busy programme of high-calibre visiting company work.
ICC Business Voucher
Audience
Engagement
and Development
Research Need
The company requires to develop a comprehensive Public Engagement strategy which will encourage re-peat attendance, deepen audience experience and attract new audience groups. Research amongst a vari-ety of the Tron’s audiences, including patrons, attend-ers and non-attenders, will inform this strategy and its priorities.
Project Features
Exploration of attitudes and relationships between the Tron, its audiences and artists
Study of the Tron’s perceived positioning, and key strengths and weaknesses from audience and artist perspectives
Identification of audience and artist needs to aide development of future repertoire and programme.
Consideration of viability of patron and subscription schemes
Suggestion of means to encourage more frequent attendance
Capacity Building Cluster RES187-24-0014
Company Tron Theatre Glasgow www.tron.co.uk
Researcher Charles Lovatt FRSA
Institute for Capitalising on Creativity
School of Management, University of St Andrews
The Tron presents outstanding professional produc-tions of the finest new writing of the last ten years, with an emphasis on world, UK and Scottish premi-eres. The Tron is also an established receiving thea-tre and a venue for many of Glasgow's festivals in-cluding Celtic Connections, Glasgow International Jazz Festival, Glasgow International Comedy Festival, the Merchant City Festival and Glasgay. In addition, the Tron Bar has been one of the most attractive places to eat and drink in the revitalised Merchant City. Twice-winner of The List's Glasgow Bar of the Year, there are no rules about who comes to the Tron. From children to senior citizens, the Tron has something for all ages and walks of life.
ICC Business Voucher
Business Planning for
Income Diversification
Research Need
There is mounting pressure on subsidised arts organi-zations to diversify their income streams. The Tron therefore seeks to develop a Business Plan for the or-ganisation, including a key objective of increasing self- generated income and lessening dependence on public subsidy. The voucher project will help to clarify this goal, to identify options for diversifying income streams, and help prioritise strategies to employ. As a small organisation with limited resources, the need to prioritise efforts towards this goal is essential.
Project Features
Analysis of the Tron’s current offering, including:
Survey of business systems and physical resources
Current income generation plans: reality check
Core financial metrics
Self-assessment of available opportunities, in-cluding food and beverage, merchandise, and intellectual property
Identification of strategic options
Capacity Building Cluster RES187-24-0014