Audience DEvelopment STrategies for cultural organizations in Europe

Colchester Mercury Theatre Limited AND The Audience Agency

Cooperation Projects



Total project grant (euros)




Funding scheme

Creative Europe

Call number

EACEA 34/2018

Project date

1 Aug 2018 - 30 Mar 2022

Number of partners in project


Lead organisation

Fondazione Fitzcarraldo, Italy


Miasto Stoleczne Warszawa, Poland

Fundacao Calouste Gulbenkian, Portugal

Center For Kunst Og Interkultur, Denmark

Compagnia Di San Paolo, Italy

The Audience Agency, England

Melting Pro Learning Societa Cooperativa, Italy

Hrvatsko Narodno Kazaliste Ivana Plzajca Rijeka, Croatia

Fondazione Del Teatro Stabile Di Torino, Spain

Colchester Mercury Theatre Limited, England

Zaklada Kultura Nova, Croatia

Norrebro Teater, Denmark

Universidad De La Iglesia De Deusto Entidad Religiosa, Spain

Mapa Das Ideias - Edicoes De Publicacoes Lda, Portugal

ADESTE+ aims to develop a methodology for organizational change (blueprint) for the audience-focused organisations. It will promote effective, lasting audience development by introducing innovative management practice.

Using the combined knowledge and experience of partners, it will help each to develop their own organisation, attract new audiences, and create an approach that can be applied widely across the European cultural sector. The ultimate goal is to contribute to the wider debate about audience development, organisational change and leadership and to provide new models of working. Moving its steps from previous EU funded projects (in particular “ADESTE - Audience DEveloper: Skills and Training in Europe”), ADESTE+ develops that legacy and pushes it forward in a larger scale, both in terms of activities and expected results.

During the 44 months of activities, the 15 partners (the core participants of the previous ADESTE project) will run a wide range of activities addressed to cultural organizations, professionals, stakeholders, targeted audiences and policy makers, aimed at personal and organizational capacity building related to Audience Development (AD).
With 15 partners involved, 66 organizations, more than 300 cultural organisations staff participating the training and capacity building activities, 1200 new potential public involved in AD programs, 25 policy making organizations producing a white book on AD policy making and more than 50.000 organizations receiving the final project output (ADESTE+ blueprint), the project will have an important and longlasting impact on AD and organizational change strategies.

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