Author(s): Morris Hargreaves McIntyre
Organisation/Affiliation: Arts About Manchester
This report provides an evaluation of the Test Drive: North West (TD: NW) audience development project by Arts About Manchester. Arts About Manchester used spare capacity at performances and venues to offer a ‘smart discount’ or free tickets to 20,000 first-time attenders. Museums, galleries and performing arts venues welcomed first timers, sometimes giving them a special tour of the exhibition. Arts About Manchester re-contacted visitors who had taken their first step and offered further incentives, with the aim of developing and retaining loyalty.