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When considering how to make our venues and events more accessible and welcoming to family audiences, it is important to consider the whole experience of family attenders, from the decision to attend an event right through to the event itself.

Exercise

Within your own organisation, consider the following seven stages that people might go through when attending an arts event, and think about how you might be able to make the process easier, more welcoming and enjoyable for family groups and children.

1. Awareness

The first stage in attracting new audiences is how they become aware of what you have to offer.

• Where and how might families find out about what you have on offer?
• How do they know it is something that will be suitable for them and that they might enjoy?

2. Choices and Decisions

A family group might decide to attend an event by weighing up a wide variety of options, including price, when the event takes place, the running time, travel arrangements, the age suitability of the event, what it will involve, etc.

• Is your organisation taking family audiences into account when planning events?
• How are you communicating relevant information to allow them to make an informed decision about attending?
• How easy is it for family groups to find out more information about your organisation or to book tickets in advance?

3. Journey

It is easy to forget that the journey to the venue may prove more difficult for family groups to undertake – especially those with young children.

• How easy is it to find your venue? 
• Have you included information about your location and how to reach it in your print and on your website? 
• Is there a car park within walking distance? 
• Are there special parking arrangements for families with young children? 
• Does public transport stop nearby? 
• Is the venue clearly signposted? 
• Is the venue easy to access with a push-chair and a small child in tow?

4. Arrival

Your audiences’ arrival of your venue is extremely important, and will dictate how welcome and comfortable family audiences feel.

• Do your venue’s staff appreciate the requirements that family audiences may have?
• Are staff visible and available to assist your audience on arrival?
• Are refreshments and facilities readily available?
• Is the environment safe and secure for young children?
• Are families with young children actively made to feel welcome at your venue, or are they simply tolerated?

5. Product

The product that you offer the audiences goes way beyond the event itself, and includes the venue’s facilities, customer care, staffing, signage, merchandise, box office, etc.  The entire experience that audiences have from making the first contact with you, through to leaving your venue, will determine whether they are likely to return.

• What are you offering to your visitor?
• How do they engage with it?
• What does it mean to them?
• What will they get out of it?

6. Departure

As with arrivals, the audiences’ departure is the perfect opportunity for you to make a meaningful contact with your audience.

• What kind of farewell do your audiences received?
• How easy is it for them to find information about, or book for, future events if they have enjoyed their experience?
• How do you gather feedback from your audiences and how do you react to feedback received?

7. Memory

Your audience will take away certain memories from their visit to your venue or event.

• What memories and feelings might they take away with them at the moment – tangible or intangible?
• What memories would you like them to take away with them?

This seven stage approach is taken from the study ‘Not for the Likes of You’ by Morton Smyth Ltd. Consultants

Directory of Performing Arts Companies in Scotland producing work from Children and Young People#

You can Download this Tip Sheet and many more by visiting out site HI-Arts Audience Development.