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Presentation by Doro Siepel, director Theatre Zuidplein- Rotterdam, Empowering the Audience: Shared Choice?
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Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

Mar 27, 2015

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Page 1: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam,

Empowering the Audience: Shared Choice?

Page 2: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

Late 1990’s Theatre Zuidplein needed to change policy after a systematic decline in audience numbers.

The world around us had changed,but our policies on programming and marketing had not.

So late 1990’s we started (at the request of our municipal) programming foreign productions for immigrants. We hoped to attract new audiences.

Page 3: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

Conclusions in 2006 after six years experience with audience development: (5 points)

1. New audiences had too little identification with the programmed performances.

2. We ourselves had fear of loss of quality, because most peers did not like the performances. Our new

audiences thought the quality was excellent.

Page 4: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

3. We were nicknamed ‘Immigrant Theatre’.

4. Our theatre surroundings remained unchanged (a dangerous, unsafe area).

5. City of Rotterdam deemed the new programming experiment too expensive.

So in 2006 we had to change policy again!

Page 5: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

Most important changes in our policy since 2006:

1. We aim for lower educated people (that is 75% of Rotterdam citizens).

Why?

- Less competition- Challenges with peers & funds - Challenges with employees

Page 6: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

2. Their (lower educated people) requirements determineour policy on programming, marketing, staff, finance etc.

- So the starting point is marketing (empowering the

audience)- Challenges: lot of research because of very segmented target groups- Challenges: realizing new audiences- Challenges: realizing new programs- Challenges with peers & funds- Challenges with staff & employees

Page 7: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

3. We mainly program socially engaged theatre productions our audience can identify with. Why?

- Theatre is the mirror of society- Our audience is very socially

involved & interested- We are funded with public money- Challenge: not enough programs

available where lower educated

audiences can identify with

Page 8: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

4. We are actively involved with municipal developments in the area (social foothold). Why?

- We are responsible for the area we live & work in

- Audience & neighbourhood- Challenges: takes a lot of time

Page 9: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

5. We feel responsible for the education and job opportunities for

(immigrant) youth. Why?

- We are responsible for the city we live

and work in- 70 interns a year in Theatre Zuidplein- Marketing strategy: new audiences- New ideas & new energy- Challenges: economic crisis

Page 10: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

6. We work with guest programmers from various culture backgrounds and ages. Why?

- We empower the audience (because we don’t know

what they like)

- They book performances (50% of our total program)

- We meet new theatre makers

(national and international)

- We meet new audiences

- Challenge: repeat visits

Page 11: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

7. Recently we started with Co-Creation: Ladies Night for young ambitious women (25-35 years). Why?

- We empower the audience

- New audiences

- Challenge: keeping our artistic profile

- Challenge: ratio price/quality

Page 12: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

8. From 2013 on (co)productions in our new established theatre company: Stage ZWhy?

- To realize repeat visits and attract more new audiences

- New socially engaged theatre for our target groups:

- domestic violence

- obesity

- Looking for directors who are : - willing to work for specific target groups

- truly interested in the stories of the target groups.

Call me!

Page 13: Presentation by Doro Siepel, director Theatre Zuidplein-Rotterdam, Empowering the Audience: Shared Choice?

We have been very successful the last 6 years. It has been a challenge, but a nice one!

We aim to be as successful the next 4 years.

But to be honest:

With the economic crisis at hand: we are slightly nervous………But we like a challenge!