The issue
Does it surprise you that for every $10 of salary paid by the arts and culture industry, an additional $20 is generated in the wider economy through indirect and induced multiplier impact? Research has also evidenced that a higher frequency of engagement with arts and culture is generally associated with a higher level of subjective well-being. Those who had attended cultural events are almost 60% more likely to report good health compared to those who don’t. The value and significance of art promotion is undeniable.
However, the arts participation rates of Hongkongers are unsatisfactory (55%), compared to 78% and 87% in our neighbouring countries, Singapore and Taiwan. Our city needs to invest more resources to gear up its efforts on audience development.
The solution
One Month One Art develops upon the model of “docent” in museums to promote arts education in performing arts via the “Arts & Culture Appreciation Tour” (ACAT) audience development scheme. Enthusiastic arts and culture lovers are recruited and trained as docents to conduct appreciation tours on arts performances for new audiences, including pre-performance briefings, backstage visits, post-performance sharing and discussions. This is a two-tier audience development initiative that enables art-lovers to further their involvement and to introduce new audiences to the world of the performing arts.
Impact
Through preparing for and conducting appreciation tours, docents deepen their understanding and appreciation of the performances. Through the tours and docents’ personal sharing, audiences who are new to arts shall develop better understanding, interest and appreciation towards arts. The whole scheme serves as a two-tier audience development for art groups to educate new audiences and to groom loyal audiences.
Beneficiaries
– New audiences
– Experienced audiences
– Art groups
Project Team
Winton has been teaching and conducting research on audience experience and motivation in arts and culture. He works with various arts and culture organisations to understand their audience and visitor expectations. He is Member of the Audience Building Office under Leisure and Cultural Services Department, and Founder of One Month One Art, an organisation driving local arts and culture audience development.
Ribble has over 30 years of experience in the arts and culture industry. She served at the Leisure and Culture Services Department as Committee Member of the Community Arts Panel and Programme Development Panel, the Hong Kong Arts and Development Council as Council Member, Chairperson for Arts and Promotion Committee and Arts Administration groups. She has also been organising a Student Cultural Ambassadors scheme, leveraging peers who are knowledgeable about arts and culture to engage newcomers in performing arts, visual arts and museums.
