Outdoor Arts Audience Development

Now that we have a better understanding of audience profile and motivation for attending outdoor events, it is important for the sector to be aware of what these different  sections of the public want and how to deliver it, to encourage their continued engagement with Outdoor Arts.


Food, drink & shopping

  • Though the research shows a positive impact on local economies, the factor given the lowest satisfaction rating by Outdoor Arts audiences was shopping and local facilities.
  • It appears that more involved conversations with local providers could only benefit the Outdoor Arts audiences who are looking for a ‘total experience’.
  • If an event takes place in a town centre or nearby area, it is important to encourage local business to stay open before, during, and immediately after event times.
  • Outdoor Arts events would also benefit from designated ‘chill-out’ areas, designed to fit in with the event theme, in which audience members can eat, drink and socialise between shows. This also encourages them to stay longer in the area.

More information

  • There is a clear desire for more information about the performances and artists:
  • Why are they there?
  • What are the performers trying to do?
  • How does it fit in with event themes?
  • This includes more practical communication about timetabling and signposting, but is also about enabling collaborations, through online and social media.

Better navigation

  • Families and larger groups need better navigation of programme and space; their needs are different from other attenders.

Social media

  • The social nature of the Outdoor Arts experience lends itself extremely well to social media.
  • Sharing comments, photos and films, checking-in and tagging demonstrate what is valuable to the audience and draws other potential audiences in to attend.

More opportunities for community participation

  • Some audiences are expressing a desire for more opportunities to interact with artists and to take part in the performance themselves.

Digital Technology

  • Many events in the last two years have started exploring the use of digital technology in Outdoor Arts, especially as a platform for more interactive experiences.
  • This seems to be an especially interesting area which artists and producers could develop. The sector has a special opportunity to connect people, artists, arts and places in this way and of connecting different ideas of space.