We are happy to share with you the result of our intensive work – the Audience Development Guide! But what is that exactly? Project Butterfly’s ADG gathers insight to support a more elaborate situational analysis of Opera’s audiences, as well as the relationships between Opera’s audiences and issues of sustainability. What’s more, it identifies Key External Factors and Key Drivers that influence the development of Audiences In Opera and presents good practices that respond to key drivers. 

Project Butterfly’s ADG aims to provide support for Opera Houses and the Butterfly Project towards:
● The identification of target groups (both among the theatre audiences and among theatre operators),
● Deeper understanding of how to reach TA and analyse the results of the involvement of the expected target groups using analytics tools.
● Best practices that provide insight on targeted digital communication strategies to bring new audiences to the theatre through the lever of sustainability.

ADG Describes how the connections between audiences and cultural organisations are strengthened and managed. We believe that this source will contribute to understanding the contemporary dynamics of opera audiences and become a useful resource for the further implementation of Project Butterfly.

Read and download the full Audience Development Guide below!