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Marketing for Arts and Culture

A Consortium Project Led by Create.

The Marketing for Arts and Culture (MAC) consortium is led by a steering group which consists of representatives of organisations engaged in some capacity in the arts and cultural sector within the Borough of Scarborough. Members of the Group include Create, Scarborough Borough Council, Scarborough Museums Trust, the University of Hull (Scarborough campus) and the Stephen Joseph Theatre. The Group has been formed with the aim of improving the marketing of the arts and cultural activity within the Borough of Scarborough.

The 3 key objectives for the MAC consortium are to:

  • Raise the profile of arts and cultural activities in the Scarborough Borough area
  • Recruit and grow new audiences for arts and cultural activities
  • Improve the tourism profile for the arts and culture sector

The consortium was formed following a focus group meeting in 2006 of key creative / cultural stakeholders in the Borough which uncovered a number of issues concerning marketing in the creative sector.

The consortium intends to develop the coordinated marketing of arts and cultural enterprises in the Borough of Scarborough thereby:

  • Improving economic opportunities for the creative and cultural sector
  • Recruiting and growing new audiences for arts and cultural activities
  • Raising the profile of arts and cultural activities in the Scarborough Borough area
  • Improving the tourism profile for the arts and culture sector and the Borough of Scarborough.

Create is now leading on the facilitation of a full scale audit of current marketing activity of the arts and cultural sector of the Borough of Scarborough. This knowledge of current activity will inform a strategy that when implemented will improve the coordination of marketing by businesses and organisations within the creative, arts and cultural industries.

To this end the Group is looking to appoint a consultant to carry out an audit of the current marketing of arts and cultural activity that is taking place. This project is important to the consortium organisations and to people working in the creative sector in Scarborough Borough as when complete it will capture potential synergy, increasing efficiency and bringing a cohesive approach to the promotion of the cultural offer of the Borough to tourists, residents and creative and cultural professionals.

The project has a wider effect for arts development in North Yorkshire and the region as a coordinated marketing approach and strategy will promote the Borough to the region and beyond as a vibrant and cultural area.

The work for Create in 2010/11 will be to facilitate and manage the recruitment and delivery of the consultation process and then to find the support to deliver a short-term and long-term strategy. The other responsibility for this project is to keep the sector fully informed on a regular basis on the programme of work.