Drs Anna Elffers (A.)
How important is the audience in the field of arts & culture?
Is it important to raise the income of cultural organizations?
Or are other objectives playing a role as well?
Exactly because cultural marketing is not only about visitor numbers and making a profit, but f.e. also about realizing artistic experiences, knowledge about audiences is very important to suppliers of arts and culture: who is coming, who is not, what do they experience, what do they value, what do they miss?
This knowledge helps to create a vision on the role of the audience in the policy of cultural organizations and in crafting an effective strategy. This is often about marketing, but more and more often also about education, programming or presentation.
I help cultural organizations to obtain insight in their main target groups and to formulate strategies. I also perform research into the impact of these strategies on audiences.
Professional career history
I graduated in 1999 from the University of Amsterdam in the subject of Sociology of Culture and went on to study Arts Administration at Golden Gate University in San Francisco. From 2000 onwards I work in the Dutch cultural sector. Until 2006 I worked for a small audience research firm (Letty Ranshuysen). At the same time I worked first at Theater Lantaren/Venster in Rotterdam and later at the Rozentheater in Amsterdam and the Amsterdams Uitburo.
From September 2007 I am a part-time lecturer at Maastricht University's Master Arts & Heritage: Policy, Management and Education, while the rest of my work week is still filled with different visitor research and consulting assignments for cultural organizations in the Netherlands.