Seminar. Art Marketing and Audience Development


From 24 February 2016 to 25 February 2016


Garage Education Center
Seminar. Art Marketing and Audience DevelopmentSeminar. Art Marketing and Audience Development


The British Council’s international Cultural Management Workshops series makes its next stop at Garage Museum of Contemporary Art, where the world’s leading experts in audience development and art marketing will deliver workshops for creative managers.

The British Council and Garage Museum of Contemporary Art are happy to announce a joint seminar within the program of professional education for cultural workers, designed specifically for museum and gallery curators, librarians, theater and cinema theater employees, festival producers and art directors of various other creative events. Two-day practical courses will include team and individual work, as well as public presentations by each of the participants. Each seminar is designed for a group of up to 25 people and will be conducted by a guest coach from the UK. The program is aimed at cultural exchange between British and Russian institutions, the introduction of cutting-edge approaches to cultural management, and the analysis of successful business models.


  • Promotion of cultural and art projects
  • Audience development and marketing
  • Partnership management
  • Development of local communities
  • Digital technologies in cultural management

Goals and anticipated results

  • Learning from leading practitioners in the UK art sector
  • Establishing effective communication with the audience and strong links to local communities
  • Acquiring practical marketing knowledge in the cultural sector that can be implemented in everyday practice
  • Meeting British and Russian colleagues and building professional networks for exchange and potential partnership


The following candidates are welcome to apply:

  • Senior or middle level managers
    • Who have at least three years of work experience in the cultural sector
    • Who have an intermediate or higher level of English



A coach at Morris Hargreaves McIntyre, Jackie Hay is New Zealand’s pioneering researcher in the field of audience development and engagement. Jackie has worked at many major cultural events, including the New Zealand Festival, New Zealand International Film Festival, and Wellington Fringe Festival, building new relations between artists and audiences with the help of digital and social media. She was the head of—New Zealand’s official event-finder website—at the Ministry for Culture and Heritage, and has worked as assistant director at the REAL New Zealand Festival, the country’s biggest cultural event. Her work at Creative New Zealand included design and implementation of the Arts Council’s National Audience Development Program. At Morris Hargreaves McIntyre, Jackie focuses on strategic audience development and research.


The British Council is the UK’s leading international educational and cultural organization, with over a hundred offices around the world. The organization creates exchange opportunities for people of the UK and other countries. In Russia, the British Council focuses on providing common ground for trust and mutual understanding between Russia and the United Kingdom and promotes the UK as an attractive partner for local cultural institutions. All British Council projects in the fields of English language, education, and arts are aimed at supporting the development of a strong, creative and prosperous Russia and further deepen the cultural connections between the two countries.



Morris Hargreaves McIntyre (MHM) is an award-winning cultural strategy and research agency, a leading expert and knowledge platform for cultural institutions around the world. The 50 MHM employees based in the UK, Australia and New Zealand are the world’s top specialists in audience development and visitor research. The company’s projects range from research, segmentation, marketing, audience development and evaluation to strategy, branding, capital projects, market appraisals and organizational change. MHM’s clients are the world’s top museums, galleries, theaters, festivals and art centers, as well as heritage and charity organizations, including the British Museum, Tate galleries, V&A Museum, National Gallery, Science Museum, Barbican Centre, National Theatre London, London Symphony Orchestra, Sydney Opera House, Qatar Museums Authority, and the Art Institute of Chicago. 


Admission free, please apply before 6 pm on February 16, 2016