Final Touring Victoria Evaluation Report from Sweeney 1 July 2008

TouringVictoriaEvaluation

ReferenceNo.16276•June2008

TableofContents

Introduction...... 2

TheProgram...... 3

TheEvaluation...... 5

ExecutiveSummary...... 6

Section1:BenefitstotheCommunity...... 7

Section2:BenefitstoPresenters...... 13

Section3:ChallengesforPresenters...... 17

Section4:BenefitsforProducers...... 18

Section5:ChallengesforProducers...... 21

Section6:SuggestedProgramImprovements...... 22

Section7:Conclusion...... 26

Introduction

ThisreportassessestheeffectivenessofArtsVictoria’sTouringVictoriaprograminmeetingitspublishedaims:

toprovideregionalVictoriancommunitieswithaccess toadiverserangeofartisticandculturalexperiences;

tosupportthepresentationofqualityprogramminginoutermetropolitan,regionalandruralcommunities,and

tobuildtheviabilityofVictoria’screativeindustriesthroughdevelopingnewmarketsandaudiencesforVictorianproducers,creatorsandorganisations.

The report also examines the impacts of funded activities for outer-metropolitan and regionalcommunities,aswellasthevenuesandtheproducersofexhibitionsandperformances.

TheProgram

TouringVictoriais acrossartformfundingprogramthatsupportsapproximately20tourseachyeartovariousvenuesacrossthestate.Venuesrangefromsmallcommunitytownhallsmanagedbycommittedgroups ofvolunteerstolargeregionalartgalleriesandperformingartscentres operatedbyLocalGovernment.

TouringVictoriadeliversonthegovernment’spolicyobjectivestoensureequitableaccesstoqualityartsforpeoplewholiveinouter-metropolitanandregionalareas.Forexample,in2005/06,54different regionaland17 outer-metropolitancommunitieseachreceivedbetweenoneandeight fundedtourswith188visitsintotal.Totalattendanceatallofthesepresentationswasinexcessof80,000.Toursincludedtheatre,classicalandcontemporarymusic,comedy,contemporarydance,craft,photography,ballet,heritageandvisualart.Thescaleoftoursandthe experienceofthosedevelopingthemalsovaries,rangingfromestablishedtheatrecompaniesandwellknownmusicianstoemergingartistsincomedyandcontemporarymusic.

Regionaltouringinvolvestwomainplayers–producersandpresenters.Producerscreateartisticshowsorexhibitionsandcanbecompanies, collectivesorindividuals.Presentersarevenues(suchasLocalGovernmentownedperformingartscentresorgalleries)orotherorganisationsthatensurearangeofartisticprogrammingcomestotheirtownorlocalcommunity.Thewordsvenueandpresenterareusedinterchangeablythroughoutthisreport.

Sometouringisundertakenonacommercialorself-presentedbasiswheretheproducerhiresthevenues,stagestheshowandtakesanyrisk/benefitassociatedwithsellingtickets.Howeverthemajorityoftouring,andvirtuallyallthatisfundedthroughGovernmentprogramssuchasTouringVictoria,operatesonapartnershipmodelwherethepresenterpaysafeetocoversomeoftheproducers’costs,organiseslocalmarketingandtakesthefinancialrisk/reward.

TouringVictoriahasothercomponentsthatprovidefundinginterventionsatdifferentpointsinthetouringlifecycle,enablingittoaddressarangeofneedsinthesector.Aswellastheprojectbasedfundingtoproducerswhichisthesubjectofthisevaluation,theprogramalsoprovidessupporttopresenterstoaddresssomeofthebarriersthathavebeenidentifiedaslimitingwiderprogrammingoftours.ThesesupportmechanismsincludeaGuaranteeAgainstLoss(GAL)schemethatunderwritesaproportionofanyboxofficelossincurredbyperformingartspresenters,andanIndemnificationschemethatoffsetsthepotentiallyprohibitivecostofinsuranceassociatedwithtemporaryexhibitionspresentedinVictoriangalleriesandmuseums.

Mostof theperformingartsproductthat isfundedtotourbythisprogramisdeveloped andcreated inmetropolitanareas,however there is regionallygeneratedwork thatalsotours.Thisismoreoftenthecase withtoursinthevisualartswherethe originatorisoftenaregionalgallery.

Theone-offprojectgrantsadministeredthrough TouringVictoriaprovidefinancialassistancetoartistsandartsorganisationstooffsetthecostsoftouringperformancesorexhibitionswithinVictoria.Map1belowillustratesboththebreadthofdestinationsvisitedbyexhibitionsandperformancesfundedthroughTouringVictoriaacrossthestateaswellasthefrequencyoftouringactivityforthoselocations.

Map1:DestinationsofTouringVictoriaProjects2005-06

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TheEvaluation

TheTouringVictoriafundingprogramwasevaluatedthroughatelephonesurveyconductedwithpresentersandproducersandin-depthinterviewswithrelevantstaffataselectionofpresentingvenuesandtouringorganisations.

ThesurveywasconductedwithproducerswhohadreceivedaTouringVictoriagrantandpresenterswhohadreceivedafundedtourattheirvenuebetween2002and2006.Thesurveyincludedclosed,quantitativemeasures,aswellasopenendedquestions,tobuildanunderstandingoftheindividualviewsofrespondentsaboutthevalueandeffectivenessoftheprogram.

ArtsVictoriaprovidedcontactdetailsof57producersand49presenters(13Galleries,26VAPACvenuesand10VolunteerOrganisations).Overall40,10minuteinterviewswereconductedwithproducersand40,10minuteinterviewswereconductedwithpresenters.

Thein-depthinterviewswereconductedwith5presentersand2touringorganisations(NationalExhibitionsTouringSupport(NETS)VictoriaandRegionalArtsVictoria)inordertoprovideadditionalinsighttothequantitativestages.

ThepurposeoftheresearchwastomeasuretheeffectivenessofTouringVictoriainmeetingitsaimsandtoexaminetheimpactsoffundedactivitiesforouter-metropolitanandregionalcommunities,aswellasthevenuesandtheproducersofexhibitionsandperformances.

ExecutiveSummary

Theresultsoftheevaluation,whichincludedasurveyofpresentersandproducers,demonstratesthatfundedtoursdeliverimportantbenefitsfor allstakeholders.

ToursfundedthroughtheTouringVictoriaprogramprovidepeoplelivinginouter-metropolitanandregionalareaswithaccesstoadiverserangeofculturalexperiences;with90percentofsurveyedpresentersandproducersagreeingthattoursaresuccessfulinachievingthisaim.Providingthesecommunitieswithaccesstodiverseculturalexperienceshasadditionalbenefitsforthecommunity,includinginspiringlocalculturalactivityandimprovingtheliveabilityof thecommunity.

Theprogramprovidesgalleriesandtheatresinthesecommunitieswiththeabilityto presentagreatervarietyofshowsandexhibitions.Inthiswaytouringexhibitionsandperformancescontributetopreservingorstrengtheningtherelevanceofartsvenueswithinthecommunitybyhelpingthemengagewiththeiraudienceandtobuildnewconnections.Venuesandgalleriesreportedthattoursalsohelptodeveloptheskillsoftheirworkersbyexposingthemtobestpracticeandnewworkpractices.

Forproducersofexhibitionsandperformances,theprogramplaysanimportantroleinextendingthelifeoftheircreative worksand inconnecting them withnewaudiences.The program canalsoassist inextendingtheskillsofperformersandstaffmanagingthetours,particularlywhendealingwiththechallengesofunfamiliarvenuesandworkingconditions.

ThefirstsectionofthisreportlooksindetailattheimpactsandbenefitsofTouringVictoriafundedtoursforVictoriancommunities.Sectiontwoconsidersthebenefitsoftheprogram forthe venuesthathostthesetours,withSectionthreeoutliningsomeofthechallengesthesevenuesface whenhosting atour.Sectionfourfocusesontheexperiencesofthegrantrecipients-theproducersandsectionfiveexploressomeofthechallengesthisgroupfaceswhenproducingatouringexhibitionorperformance.Sectionsixsummarisesfeedbackonthefundingprogramandpossibleareasforimprovementasidentifiedbyrespondentsandsectionsevenprovidessomegeneralconclusions.

Section1:BenefitstotheCommunity

OneofthemajoraimsofTouringVictoriaistocontributetoprovidingequitableaccesstoadiverserangeofqualityculturalexperiencesforpeoplelivinginouter-metropolitanandregionalareas.TheVictorianGovernment’sartspolicyCreativeCapacity+:ArtsforallVictoriansstatesthatregionalorsocialbackgroundshould notbeabarriertohavingaccesstoartsandculturalactivities.

Whilstsomeregionalcommunitieshaveaccesstotheworkoflocalvisualartspractitioners,amateurtheatreproductionsortocommercialtheatreiftheyhaveanadequatevenue,opportunitiestoseearangeofprofessionalproductwithoutthedisincentivesofcostandtravelareoftenseverelylimited.Theseissuesareespeciallyrelevantwhenpeoplefaceeconomicpressuresbroughtonbydroughtandcost-of-livingincreases.

TouringVictoriaaddressesbarrierstobeingabletoexperiencequalityartsactivitiesbysupportingawiderangeofperformances,fromsmallmusicgroupstolargertheatrecompanies.Inthiswayagreater choiceofartisticandculturalactivitiesaddstotheliveability ofthattownorarea.

Intermsofvisualarts,the programfundsart,craftand photographyexhibitionsfromoutside the localareatobepresentedinthesecommunities.Localresidentsandlocalartistshavetheopportunitytovisithistoricalandcontemporaryexhibitionswithouthaving to travel.Suchexhibitionsalsoprovideadrawcardforgalleriestoattractvisitorsfromoutoftown.Visualartexhibitionsareusuallywithinthegalleryspaceforaperiodofuptothreemonthsandthereforeaudiences,includingthosethatlivesomedistanceaway,havemoreopportunitytoplanavisit.Thiscontrastswiththeperformingartswheremosttoursare onlyinavenue for asingleeveningperformance.

HothouseTheatre’sproductionofEmbersbyCampionDecent,touredinVictoria2006,(Image:JulesBoag)

AccesstoQualityandDiversity

Whensurveyedaboutthesuccessoftoursinprovidingcommunitieswithaccess toadiverserangeofculturalexperiences,over90%ofbothpresentersandproducersratedthetourtheywereinvolvedinasbeingsuccessfulorverysuccessful

Table1:SuccessoftheTour–providingcommunitieswithaccesstoadiverserangeofcultural experiences

Respondentstothesurveyconfirmedthattouringexhibitionsandperformancescontributetotheculturallifeofregionalandouter-metropolitancommunitiesbyprovidingpeopleinthoseareaswithgreatlyexpandedopportunitiestoexperienceprofessionalarts.

“Forruralandremoteareas,itprovidesaccesstoartsexperiences,particularlywiththedroughttheydon’thavethemoneytotraveltoregionalcentres.”PRESENTER

“Contributestothebreadthofthecommunity'sexperience,awarenessandknowledge.”PRESENTER

Somegroupswithinruralcommunitiesareunlikely,orunable,totraveldistancestoenjoythearts.Thisincludesthe elderly and young peoplewhodon’thave theirowntransportand thoseforwhom therisingcostofpetrolforatriptoandfromtheevent,evenatthenearestlargeregionalcentre,isprohibitive.

“(Theprogram..)bringsshows…notnormallyaccessibleforthelocalpopulation,particularly olderpeoplewhowon’tdrive...Weaimtoputonaffordableentertainmentintheformofthosetouringshows”PRESENTER

Professionaltouringexhibitionsandperformancescanfacilitateabroaderrangeofart-formssuchascontemporarydance,multi-mediainstallationsorchambermusic.

“Cuttingedgeworkgottoregionalcentreswhowouldnormallynotseethatmaterial”PRODUCER

Artistsandcreatorscanbringculturalforms,ideasandvaluesthatarenewanddifferenttowhatisnormallyavailabletoregionalaudiences.Dependingontheindividualandtheir reactions,theseworksmay be challenging,inspiring,threatening,boring or entertaining.Therangeof responsestothe artishighlypersonal,howevertheimpactoftheTouringVictoriaprogramisthatpeoplelivingoutsideofmetropolitanareashaveimprovedopportunitiestoexperiencearangeofculturalexperiences.

"Wegotlotsofpositivefeedback,theareaswewenttoweren'tusedtoseeingastringquartetwhichisanintimateformofmusicmakingandaudiencesfeelveryinvolved"PRODUCER

BringingPeopleTogether

Victoriahasalargenumberoflocalvolunteerrunorganisations(oftenreferredtoasArtsCouncils)thatpresentprofessionalperformancesintheircommunities.Usuallybasedintownswithoutadedicatedartsvenue,thetouringprocessprovidesthesecommunitieswithadegreeofself-determinationastheychooseshowsthatareappropriateandworktogethertomakeitasuccessfulevent.

“Becausewehavejustanoldfashionedhallforourlocalcentreandthekindofshowthattookabitofspecialstaging,itbringscommunitytogether,peoplehelptogettheshowontheroad.“PRESENTER

Atourcanprovideadditionalandsometimesrareopportunitiesforlocalresidents,whomaybeeithergeographicallyor sociallyisolated,tocometogethertosocialiseandbeentertained.

“Itbringspeopletogetheratasocialevent.Weareafairlyremoteruralcommunity,anhoursdrivefrom(the)nearestbigtheatre(andit)overcomesthetyrannyofdistanceforourcommunitytogetculturalactivities”PRESENTER

Ashowcanoffermembersofthecommunityasharedexperiencewhichmaybediscussedlongafterthetourhasmovedon.

“Peoplenetworkedandstayedforhours,theystilltalkaboutit”PRESENTER

Whilstentertainmenthaspositivesocialbenefits,morechallengingworkscanalsoprovideaudienceswiththe opportunitytodiscussissuesofimportance tothem.Inthiswayanexhibition orperformancecanbeacatalystfordiscussionbyhighlightingrelevantcommunityissues.

"Itairedanumberof issueswhichthiscommunitywasconcernedwithandalthoughtherewassomedividedopinionabouttheauthor'sviewofsomematters,everyonethoughtitwasagoodideatopresentinadramaticform"PRESENTER

TheGutBucketJugBandperformatWesleyPAC,Horsham,CaféConcertSeries,2007,(Image:MarySouness).

InspiringLocalCulturalActivity

Sometoursinspiredlocalresidentstodeveloptheirownartisticorculturalprojectsthereby,generatinggrassrootsculturalactivity.

"ItisimportantfortheaudiencebecausetheyhavedevelopedtheirownmusicalnetworksduetotheCafeConcertSeriesandourartscouncilhavebuiltotherprogramsthathavestemmeddirectlyfromtheCafeConcertSeries"PRESENTER

Inoneinstance atouringproductionof aShakespeareplay wasthe catalystfor agroup ofschoolstudentswho(astheyclaimed)hadbeen‘unwillinglydraggedalong’toaproductiontocreatetheirownperformance.

“..afterseeingourshow(aschoolgroup)demandedtheydotheirownandcopiedourstaging.Thatteacherwantedtoworkwithusandhas nowgoneontoa VictorianCollegeoftheArtsdirectingcourse”PRODUCER

Inanotherexampleofatourinspiringlocalcreativeactivity,oneregionalgallerydevelopeditsowncomplementaryexhibitionusingartistsfromtheareaandfurtherdevelopingthesamethemeasthetouringexhibition.Inthisway localartistsreceived the flow-onbenefitofexhibiting their ownwork aspartofalarger show,therebyreachingabroader audience.

Inadditiontotheworkoflocalartists,inboundexhibitionscanalsoprovideanopportunityforgalleries,museumsorhistoricalsocietiestomakeuseof,andreinterpret,theirowncollections.

Itisoftenthecasethatmuseumsandhistoricalsocietieswilldevelopacomplementarycomponentbasedonlocalmaterialthatexploresthesamethemesorissuesasthetouringexhibition.Thisprovidesahookforlocalpeopleandincreasestherelevanceoftheexhibition.Itprovidesalocalcontextandallowsresidents toexploretheirownhistoryandidentityandhowitrelates tothebiggerpicturepresentedinthetouringexhibition.

AndrewFrydisplaysthemodelhecreated,inspiredbyCallumMorton’sexhibitionTomorrowLand,GetIntoArt!Openday,2006,HamiltonArtGallery

IncreasingLiveability

Toursadd tothe diversityofartisticandculturalchoicesavailabletolocalresidents inregionalareasandtheoutersuburbs.Agreatervarietyofleisureandentertainmentoptions,particularlyofaprofessionalartisticstandard,contributestotheattractiveness of aplaceassomewheretolive.

“(Theprogram)providesqualityentertainmentonaregularbasistoimprovetheliveabilityofthecity”PRESENTER

Venuemanagersalsocommentedonhowtheincreasedavailabilityofshowsandexhibitionsthroughthetouringprogramimprovessocialnetworksandcommunityspirit.

“Weprovideprofessionalentertainmentthatthecommunityenjoysanditcombatsregionalisolation”PRESENTER

"Theyareentertainedanditaddstotheirsenseofcommunity,it enhancestheirwellbeingbecausetheygetoutandtheyhavealaugh"PRESENTER

Section2:BenefitstoPresenters

AmajoraimofTouringVictoriaistocontributetotheviabilityoftheorganisationswithkeyrolesinpresentingartsandculturalexperiencesinouter-metropolitanandregionalareas.Thesurveyandinterviewsfoundthatthesepresentersaremajorbeneficiariesoftheprogram.

Ofthe49presenterswhowereinvitedtobepartofthesurvey,13wereGalleries,26werePerformingArtsCentresand10wereVolunteerOrganisations.Presentersrangedinscalefromlargecommercialperformingartscentresthroughtosmallregionalvenues.Aquarterofthosewhoweresurveyedpresentedlessthan5toursayear,halfpresented5to20toursandthefinalquarterpresentedmorethan20touringexhibitionsorperformancesattheirvenueinayear.Foraroundathirdofvenues,touringexhibitionsandperformancesaccountforhalf ormore oftheirannualprogram.

Largervenues(bothperformingandvisualarts)tendtofeatureahigherproportionofcommercialproductandnationaltoursoriginatingoutsideofVictoria.However,localcommunityperformancescanalsoplayanimportantrole.In thiscontextTouringVictoriafundedtoursfillanimportantnicheastheyareseentoprovideamuchneededalternativetomoremainstream,commercialand amateur product.

Smallervenues(bothperformingandvisualarts),relymoreheavilythanlargervenuesonTouringVictoriafundedtourstobuildaprogramandattractanaudiencetotheir venue.Thesefunded toursareseentoofferaprofessionalproductthatcouldnotbe accessedotherwise.

ResultsofthesurveyshowthatpresentersconsidertoursfundedbyTouringVictoriatobeparticularlysuccessfulinhelpingthemtopresentaqualityprogramtothecommunityandaneffectivemeansofbuildinganddevelopingnewaudiences.TheseresultsaredisplayedinTable2 below.

Table2:SuccessoftheTour-Presenters

7% / 58% / 33%
8% / 50% / 40%
13% / 15% / 47% / 23%

PresentingDiverse,QualityPrograms

Developingayearlyprogramofexhibitionsorperformancesisoneofthemorecomplextasksundertakenbyavenue.Presentersareessentiallythelinkbetweentheproduceroftheworkandthecommunity,andareresponsibleforselectingwhatwilltourtotheirvenueaspartofaprogramthatwillresonate,entertain,challengeandinspire.

Venuemanagershavetobalanceanumberofdifferentneedswhenchoosingwhattopresent.Somepresentersfeelpressurefromlocalgovernmenttopresentprogramsthatmaximiseanypotentialtobreakevenorachieveaprofit.Howevertheyalsoaimtoprovideavariedprogramthatbalancestheneedsanddesires ofarange ofgenerationalandsocialdemographicswithinthelocalcommunity.

Toursallowvenuestostageexhibitionsandperformancesfromoutsidetheirlocalregionandthisaddssignificantlytothedepthoftheprogrammingtheycandeliver.Aricherandmorediverseprogramensuresthatthey areabletomoreeffectivelyengagewiththecommunity.

“Weareabletopresenttoouraudiencesanexhibitionofexcellence”PRESENTER

ThevenuessurveyedbelievedtheinvolvementofArtsVictoriainassessingtoursforfundinghadapositiveimpactontheir appeal.Thesetoursareviewedasofferingapre-packagedprofessionalsolutionforthevenue whichtakesalotofthe painoutofprogramming.

“Usuallyofhighquality,experiencedandwellknown”PRESENTER

“Ithinkthetouringexhibitionsarecuratedandpresentedreallywell,thebasesarecoveredsuchasmediareleases,installation,productionetc”PRESENTER

Yanagai!Yanagai!MelbourneWorkersTheatre,TouredinVictoria2006,(Image:PonchHawkes)

Building Audiences

Arecurringthemeinthesurveyandinterviewswithvenueswasfeedbackthatadiverseprogram,bycateringtoawidermarket,helpsthevenuetoattractnewaudiences.

“Peoplecamewhohadn’tcometoourvenuebeforeanditwasgoodexposure”PRESENTER

Thesubsidisedcosttovenuesoffundedtoursisattractiveinchoosingproductthatmayotherwisebeunaffordableorrepresentanunjustifiable financialrisk.Inthiswaytourshelptostrengthenthepositionofvenuesbyassistingthemtodeliverqualityprogramming.

“It’sanopportunitytotakeariskandattempttogetmorenewpatronstothevenue”PRESENTER

Extendingaudiencesinturnassistsvenuestoengagewithabroadcrosssectionofthecommunity.

“Fromanaudiencepointofviewitwashugelyappropriate.Itgot peopleintoourhallthathaveneverbeentotheatrebefore…Ittouchedtheheartoftheruralcommunity”PRESENTER

Aprogramwithawidechoiceofoptionsimprovesperceptionsofthevenuewithinthecommunity,makingitamore vital socialandculturalhub.

“Itpresentsusasasophisticatedcontemporaryorganisationthatvaluescreativityandartisticendeavour”PRESENTER

DevelopingSkills

Presentersinouter-metropolitan,regionalandruralcommunitiescanfaceanumberofchallenges.Smallervenuesandvolunteerpresentergroupsin particular,strugglewith limited infrastructure,expertiseandpersonnel.Havingasmallnumberofstaff,manyofwhomarevolunteers,canmakeputtingonaprofessionalshow orexhibitionadifficult task.

Intaking onatourthere can be aspectsthatfalloutsidethe expertise of staffandvolunteers.Theymaybeunfamiliarwiththerequirementsofhangingcertaintypesofworks,stagemanagement,completingconditionreportsorhandlingcrating.However,tourscanprovideanopportunityforstafftobuildskillsandlearnfromotherprofessionalsinvolvedinthetour,therebyprovidingunexpectedbenefits.

“Welearntabouttechnicalissuesandthesharing ofexpertise”PRESENTER

Being involvedinatour canexposevolunteersandartsworkerstoaninformalknowledgeexchange,andhands-onexperienceof bestpractice. Presentingnew ordifferent types ofshowsmayrequirenewskillsinareasoftechnicaloperations,administrationandmarketing.

“Goodexperienceforin-housetechnicalstaffbecauseitwasadancingprogramandourmarketingstaffhadtofindnewaudiences”PRESENTER

EasingtheWorkload

AnumberoftoursfundedthroughTouringVictoriawereseentoprovidevenueswithusefulresourcesthathelptorelievethe burdenonvenuesby providingacomplete packagefortheshow.

“Marketingandpublicitymaterialsmakeitaqualityproducttopromote”PRESENTER

“Wedonothavesufficientfundingorstaffingtocurateexhibitionsofthatorder”PRESENTER

Touringexhibitionsandperformancesarealsooftensupportedbyprofessionaleducationmaterials.Particularlyinrelationtoexhibitions,supportmaterialmayincludetextpanels, catalogues,roombrochuresandwebsiteinformationtoensureexhibitionsarepresentedinthemost meaningfulway.

“Itexposesourstafftoprofessionalprogramsandthereforeincreasestheirskills…venueoccupancyandaudiences”PRESENTER

ChunkyMove,Iwanttodancebetteratparties,touredinVictoria,2004

Section3:ChallengesforPresenters

Whilst90%ofpresentersbelievedTouringVictoriawassuccessfulinenablingthemtopresentaqualityprogramofevents,somevenuesexpressedtheirdesireforlargerproductionswithbiggercasts.SuggestionsweremadeforgreateravailabilityoflargerVictoriantheatre,circusoroperaproductions.

“Productionsofthecorrectsizeandscalejustaren’tavailable”PRESENTER

Thesetypesofproductionsareseenbysomevenuesasdrawcardsforabiggeraudiencewhichtheywouldliketoinclude intheirprogram.

Attheotherendofthescale,smallervenuesareoftenlimitedbysizeandresourcesandthereforeseeksmaller,containedproductionsorexhibitionsthataremoreeasilyadaptedtotheircapacity.

“Forregionalvenuesmorethoughtintotechnicalaspectssotheycanbeadaptedtosuitregionalvenues”PRESENTER

Despitepositivefeedbackabouttheprofessionalismofthetouringproductandassociatedmaterials,somevenuesexperiencedparticularchallengesinmarketingtouringproductions,whichtheybelievedimpactedonaudiencenumbers.

“Theproductionitselfwasexcellentbuttheshowwasnotmarketedwell”PRESENTER

Itappearsthatthisisoftentheresultofinadequatecommunicationanddifferingunderstandingorexpectationsbetweenmetropolitanproducersandregionalpresenters.Thisappliesto howatourshouldbemarketedintermsof bothimagesandmaterials,andmarketingandpromotionalstrategies.

ApromotionalimagesuitableforashowpresentedinMelbournemightnotworkinaregionalcontexttoadequatelycommunicatewhatashoworexhibitionisaboutandthereforeattractaudiencestoattend.Publicitymaterialmayneedtobetailoredtoaregionalaudience,forexample,notassumethattheaudiencehasanypriorknowledgeoftheshow orcreators.

Additionally,mostregionalpresentersrelymoreheavilyondirectmarketingrelationshipswiththeiraudiencesthanisthe caseforproducersinmetropolitanareas.

Section4:BenefitsforProducers

Producersofperformancesandexhibitions,whethertheyareindividualartists,theatrecompaniesorgalleries,experienceanumberofbenefitsfrombeingfundedbyArtsVictoriatotourtheirwork.Atourextendsthelifeoftheexhibitionorperformance;itprovidesemploymentfortheartsworkers,andexposestheartistsororganisationstonewmarketsandaudiencesacrossVictoria.Having anopportunitytoaccessnewmarkets inturncontributesto thecareersandviabilityoftheseindividualsororganisations.

Thesurveyedproducerswereaskedtoconsiderthesuccessofthefundedtourinenablinganumberofimportantobjectives.The surveyresultsare displayed inTable3.ProducersconsideredTouringVictoriafundedtourstobeparticularlysuccessfulinprovidingcommunitieswithaccesstoadiverserangeofculturalexperiences.

Table3:SuccessoftheTour-Producers

%5% / 35% / 58%
5% / 10% / 38% / 45%
5% / 15% / 33% / 45%

BuildingProfileandDevelopingMarkets

Surveyedproducersnotedthatatouroftenhelpstoraisetheprofileoftheproducingartistsandartsorganisations.Insomeinstancesthisled tofurther workopportunities.

“Hasraisedtheprofileofartistswhohavegotfurtherpaidwork,everybodyonthetourhasincreasedtheirprofile,showedtheminadifferentkindoflight”PRODUCER

Bytravellingtonewtowns,suburbsorlocationstheexperienceoftouringexposestheartistsorproducingcompaniestoexpandedmarketsbothintermsofvenuesandaudiences.

“Intermsofindustrycontacts,venuecontacts,reputation,itdidusalotofgoodasacompany”PRODUCER

Iftheexhibitionorperformancewasperceivedassuccessfulbythevenueandconnectedwiththeaudience,the venueislikelytowanttobookthemfor future shows

Forsomemusicians,aswellasreachingnewaudiences,touringhastheadditionalbenefitofprovidingmoreopportunitiestosellCDsandmerchandiseaftertheirshows.Forindependentbandsinparticular,liveshowscan be one oftheirbestchancestomake CDsales and are avitalmainstayof connecting withaudiences.

For producers,touring enablesthem tomake contactsthatcanfacilitate futuretoursaswellasprovidingmarketingopportunities.

"WebuilduprelationshipswithcinemasandartsvenuestopromoteourownMelbourneeventaswellastouringevent"PRODUCERS

ExpandingSkillsandExpertise

Touringcanrequireadifferentskillsettothatofregularperformancesorexhibitionsatfamiliarvenues.Insomeinstancesitposesthechallengeoftailoringworksforpresentationinspacesthatwerenotspecificallydesignedforstagedperformances,suchasoldchurches,communityhallsorre-modelledfactories.Thesesituationsencourageartsworkerstostretchtheirskillsanddevelopinnovativesolutions.

“Workingonatourblowsyourexperiencelevelthroughtheroof,itstretchespeopletobereallycreative”PRODUCER

Evenwithatourtoestablished,fullyprofessionalvenues,producersarefacedwithavarietyofstagesizes,backstageaccessissues,technicalequipmentandevenstage rakes.Whilstideallytheseareknownandconsideredaspartofpre-tourplanning,sometimessuchchallengesareonlydiscoveredontheroadandrequireconsiderableadaptabilityfrombothtouringcrewandperformers.

“Ithonestheirskillsinaverydifficultsituation”PRODUCER

Inspirationforartists

Performancesinsmallervenuesoftenprovidebothartistsandaudienceswiththechancetomeetandtalkandtheseinteractionsareappreciatedonbothsides.Tourscanenergiseaperformanceasitevolvestosuit changingaudiences ortoadapttodifferent venues.

“(Thetourwas..)inspirationalforusand(an)opportunitytomeetpeopleinthewidercommunityandshareourknowledge”PRODUCER

Tourstolocalitiesthathavelimitedaccesstoliveartsexperiencesofferopportunitiestocontributesomethingquiteuniqueandhighlyvaluedbythesecommunities.

“Itwaswell-receivedandappreciatedandthatrubsoffonthepeoplewhoproduceditandperformedinit.”PRODUCER

Section5:ChallengesforProducers

Thereareseveralstagesinorganisingatourandeachofthesecomponentshaveuniquechallengesforproducers.

BeforeapplyingforfundingfromTouringVictoria,producersarerequiredtodevelopanitineraryforthetourandsecurebookingsfromthepresentingvenues.Timeandeffortisinvestedindevelopingrelationshipswithvenues,establishingtrust,generatinginterestinthetourandconvertingthisintoacommitment.

Indevelopingatourtheaimis to achieveanitinerarythatflowsfromvenuetovenueandisefficientintermsoftimeandcost.Thisisasignificantorganisationaltaskasthetouralsohastofitinwithhostvenuesexistingprograms.Producersdescribedthechallengestheyfacedinthefollowingways:

“Schedulingandtimetablingwithvenuestogetthelogisticsofthetourright,particularlywithvenues,sometimesavenuewillwanttodrop outorchangedatesatthelastminute”PRODUCER

“Tomakeitworkgeographicallysothatit’sareasonableamountoffundingtoallowthetourtohappenfrombeginningtoend”PRODUCER

OnceatouritineraryisdevelopedproducerscanthenseekfundingfromTouringVictoriaandotherfundingbodies. ReceivingfundingfromTouringVictoriagivesagreenlightforthetourto goahead,asitcoversmanyofthedirecttouringcostssuchastravel,accommodationandfreightingwithoutwhichthetour would be unlikelytoproceed.

SecuringAdequateFunding

Producersmustattempttoaccuratelybudgetalltourrelatedcosts,sometimesasmuchasayearinadvance.Fundingisusuallysoughttocovertheactualtouringcostswhilstartistic,marketingandadministrativeexpensesarebuiltintoasell-offfeethatischargedtothepresenters.Producersoftenneedto balance presenterscanpayandthelevelsof availablefundingto minimise costs,whilstcoveringallitemsrequiredtomakethetour viable.

“Keepingthecostslowforthepresenter”PRODUCER

“Toobtaindecentperformancefeesbutstillremaincompetitiveinthemarket”PRODUCER

ReadyforMarket

Developmentofmarketingmaterialsandresourcesforatouringexhibitionorperformances canalso beachallengeforproducersasitisnotusuallytheirareaofexpertise,particularlywhenitcomestotherequirementsofmarketingandpromotioninregionalcommunities.Inaddition,some producersexpressedconcernaboutthemanagementofpublicitybythevenue.Thiscanbeafrustrationforproducersastheyrelyheavilyonthispublicitytobringpeopletotheexhibitionorperformance.

“Losecontroloverquantityandqualityofmarketingandpublicity”PRODUCER

Itisimportanttonotehoweverthatthepresenter(whoisusuallytakingthefinancialrisk)alsohasavestedinterestinensuringattendanceinordertomeettheirowncultural,audiencedevelopmentandfinancialgoals.

Asoutlinedin thefollowingsection,someproducersthoughtthatfundingthroughTouringVictoriashouldbeabletobeutilisedtooffsetawiderrangeofcostsincludingthoseassociatedwithmarketingandpublicity.

WhilstTouringVictoriahelpstoalleviatetheburdenoftouringcosts,producersarefacedwithmanychallengeswhentouringwhichfalloutsidetheauspicesoftheTouringVictoriafundingprogram.

ChamberMadeOpera’sproductionofPhobia,touredinVictoria2003.(Image:JeffBusby)

Section6:SuggestedProgramImprovements

InadditiontotheimpactsandoutcomesofTouringVictoriafunding,producersandpresenterswereaskedfortheiropinionsaboutvariousaspectsoftheprogram,suchastheapplicationprocessandpossibleimprovements.

Asillustrated inTable4,producerswere generallysatisfiedwiththefundingapplicationprocessandtheirexperiencewiththeTouringVictoriaprogram.

Table4:SatisfactionwithFundingApplicationProcess

Threequartersindicatedtheywouldnotchangeanythingabouttheirexperience;howevertherewasasmallnumberwhoexpressedfrustrationatdelaysinnotificationandtheprocessofcompletingtheapplication.

“Gapbetweentheclosingdateforapplicationsandnotificationdateseemstoolong”PRODUCER

Therewerethosewhosawapplyingasastraightforwardprocess,withtheapplicationformdoingitsjobeffectively.

“OnceIhadtheprogramming,theapplicationwasstraightforward”PRODUCER

SomeviewedArtsVictoriaprogramstaffasasourceofinformationandguidanceindevelopingapplicationandtouringmoregenerally.

“Officerwasreallyhelpful…They’vebecomealmosttheonlyresourceIhaveintermsofprofessionalcontactaswehavenootherinfrastructure…moreadviceonwhattodo,howtocapitalise,mentoring”PRODUCER

Theapplicationprocessisvitalinidentifyingqualityprojectssuitablefortouring.Theprocessisbothreassuringforvenues(asitindicatesthattoursthatreceivefundingarerigorouslyassessed),aswellasprovidingausefulframeworkofsupport andguidancefor producerstohelpthemplanfortours.

Amongstthesmallnumberofproducerswhoindicatedthattheywouldliketoseesomechangestotheprogram,themostcommonissuewasflexibilityinthetermofthefunding.Theywouldpreferfundingthat couldbeextendedoveryears ormultipletoursorproductions.

“Flexibilityforprogramthatinvolvesmultipletoursovercalendaryears”PRODUCER

Greaterflexibilityinthescopeofthefundingwasalsoraised,withadesirethatmorefundingbeavailablefor pre-productionorotherareasnot currentlycovered.

“Morefundingforpre-productionandtechnicalstaff”PRODUCER

Someproducersthoughttherewasashortfallincoveringpublicitycosts.AsdetailedinSection4ChallengesforPresenters,marketingandpromotionalmaterialsforaudiencesinnon-metropolitanareas,especiallyforshowsthatoriginatedinMelbourneorothercapitalcitiessometimeshaveconsiderablescopeforimprovement.

Overheadcostssuchasadministrationarenotgenerallycoveredbyfundingandtendedtobetakenupbytheorganisationresponsibleforthetour,oftenbyextendingtheirexistinginfrastructure.

“Morefundingtoassistwithproducingmorebrochures”PRODUCER

“(Morefundingfor)…productionofaneducationkitandsupplementarymaterialtothecatalogue”PRODUCER

Accesstoinformationandsupportaboutvariousaspectsoftouringwasalsoaconcernforsomeproducers.Someexpressedtheneedforadditionalassistanceindevelopingthetour,constructingbudgetsandpreparingtheapplication.

Mentoring,providingguidancetoapplicants,professionaldevelopmenttrainingandpartnershipopportunitiesforsuccessfulapplicants(suchasprovidingapplicantswithamentorwhohaspreviousexperiencestagingtours)mayhelptoassistproducersthroughtheprocess.

“MoreProfessionalDevelopmentcoursesthroughArtsVictoria”PRODUCER“Informationaboutwherewecouldgotoexchangeexperiences”PRODUCER

“Publishedmarketingmateriallikeatouringpackoncefundinghasbeenestablished”PRODUCER

ArtsVictoriafundsanumberofkeyservicebodies(NETSVictoriainthevisualarts,RegionalArtsVictoriaintheperformingartsandMuseumsAustraliaintheheritagesector)todeliverthesetypeofservicestotheirrespectiveindustrysectors.

Section7:Conclusion

TheevaluationofTouringVictoriademonstratesthattouringexhibitionsandperformancesdeliverbenefitsforaudiences,venuesandproducingartistsandorganisations.Atacommunityleveltourstoregionalandouter-metropolitanareasofferaudiencesnewanddiverseculturalexperiencesthatstimulatetheirculturalandsociallife.Tourscaninspirelocalculturalactivityandpresentart-formsandperformersthat mayneverotherwisevisitthosecommunities.

Forpresenterstoursplayacrucialroleinhelpingtomaintainthecontinuedvitalityoftheirvenue,byenablingthemtopresentadiversityofculturalproductandconnectwithdifferentgroupswithintheircommunity. Forproducers,toursexposetheartistsandartsworkerstonewaudiences, assistingthemtobuildtheir profilebeyondametropolitanmarketandexpandtheirprofessionalskills.

Byhelpingtobuildaudiences,strengthentouringnetworks,andcreatenewopportunitiesforartistsandorganisationsinvolved,theTouringVictoriaprogrammakesasignificantcontributiontotheviabilityofthecreativeartsVictoria.

Theresearchalsoidentifiedanumberofchallengesforvenuesandproducersincludingdemandforlargerproductions,adaptingshows tosizeandcapacityofthevenueandtheneedforgreaterexpertiseandsupportindevelopingmarketingmaterialssuitablefor regionaltours.