2006-10-21
Interview with Janet Archer, CEO/Artistic Director of Dance City (UK)
Arts Management Network led an interview with Janet Archer about Dance Management today. Janet is both the Artistic Director and the CEO of Dance City, which is the National Dance Agency for the North East of England.
AMN: How to present dance or ballet today to attract the audience?
Janet Archer: One of the most successful ways to build up an audience is to consistently present good work. If you can achieve that, you develop audience loyalty and trust, which is very important if people are going to take risks in going to see dance.
Wrapped around that is the importance of making sure that the whole experience is a positive one. We are lucky enough to have built a purpose built new dance house a year ago. The difference that has made to our audience experience is profound. We can present performances in an environment which has been designed entirely around the needs of dance as opposed to any other creative form. It's also been designed around the needs of audiences, the architecture focuses on connectivity between each of the spaces and providing social space, as well as performance space so audiences can mingle, and share their experiences through discussion and informal chat.
AMN: Is it more difficult for dance groups, festivals or initiatives than for other cultural areas to raise funds?
JA: Dance City has grown from a small organisation with a budget of £80,000 to an organisation which this year has turned over nearly £2m. What has helped us get to that place is a refusal to think of ourselves as the poor relation. We walk tall and refuse to consider ourselves lesser than other forms. And we're very good at making that argument!
AMN: Who is it who manage ballet or dance institutions or projects - which skills are necessary for a successful dance manager?
JA: Dance managers need to hold a vision, be able to fundraise to realise that vision, be able to relationship build, think laterally, be tenacious, and think strategically to maximise opportunities for artists to make and present work. They also need to be able to plan and manage complex financial portfolios. And understand their audiences and how to communicate with them effectively.
AMN: Which networks do you use to get background knowledge and to share your experiences with other dance professionals?
JA: The Association of National Dance Agencies, venues presenting dance nationally and internationally, through IETM and other networks, the COLINA network (http://www.colina2006.com) as well as a myriad of individual relationships built up over the years with people like Diane Boucher in Montreal and Yair Vardi in Israel.
Information about Dance City: http://www.dancecity.co.uk
Janet Archer: One of the most successful ways to build up an audience is to consistently present good work. If you can achieve that, you develop audience loyalty and trust, which is very important if people are going to take risks in going to see dance.
Wrapped around that is the importance of making sure that the whole experience is a positive one. We are lucky enough to have built a purpose built new dance house a year ago. The difference that has made to our audience experience is profound. We can present performances in an environment which has been designed entirely around the needs of dance as opposed to any other creative form. It's also been designed around the needs of audiences, the architecture focuses on connectivity between each of the spaces and providing social space, as well as performance space so audiences can mingle, and share their experiences through discussion and informal chat.
AMN: Is it more difficult for dance groups, festivals or initiatives than for other cultural areas to raise funds?
JA: Dance City has grown from a small organisation with a budget of £80,000 to an organisation which this year has turned over nearly £2m. What has helped us get to that place is a refusal to think of ourselves as the poor relation. We walk tall and refuse to consider ourselves lesser than other forms. And we're very good at making that argument!
AMN: Who is it who manage ballet or dance institutions or projects - which skills are necessary for a successful dance manager?
JA: Dance managers need to hold a vision, be able to fundraise to realise that vision, be able to relationship build, think laterally, be tenacious, and think strategically to maximise opportunities for artists to make and present work. They also need to be able to plan and manage complex financial portfolios. And understand their audiences and how to communicate with them effectively.
AMN: Which networks do you use to get background knowledge and to share your experiences with other dance professionals?
JA: The Association of National Dance Agencies, venues presenting dance nationally and internationally, through IETM and other networks, the COLINA network (http://www.colina2006.com) as well as a myriad of individual relationships built up over the years with people like Diane Boucher in Montreal and Yair Vardi in Israel.
Information about Dance City: http://www.dancecity.co.uk
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