cultural diversity has gained increasing relevance for arts and
cultural organisations both as a management and marketing issue.
Who Goes There? Multicultural Arts Audience Case Studies
provides the first national market research into audiences for multicultural
arts product undertaken in Australia.
This report examines three programs over the periods 2001-2003:
Carnivale Multicultural Arts Festival, NSW; para//elo contemporary
performance group, SA; and kultour, a national multicultural art
touring network initiated in 2002 by Council.
Who Goes There? examines patterns emerging from audience
surveys, focus groups, observation and key stake holder interviews
between June 2002 and April 2003.
The patterns emerging in the case studies suggest that, like all
arts and entertainment programs, multicultural ones are dependent
on relevance, skill and production values. Cultural diversity adds
value in a world of product and brand clutter.
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