2006-11-22
The Empowerment of National Chiang Kai Shek Cultural Center, Taiwan
Founded in Oct. 1987, the National Chiang Kai Shek Cultural Center will be celebrating its 20th anniversary next year.
Though the center is almost 20 years old, but not until March, 2004 has it officially changed the legal status from "governmental organization" to the first independent "public corporation" in Taiwan.
Though the center is almost 20 years old, but not until March, 2004 has it officially changed the legal status from "governmental organization" to the first independent "public corporation" in Taiwan.
The so-called "public corporation" requires annual government subsidy rather than setting up a trust fund. The Ministry of Education now doesn't directly involve in the operation and management of the center, but review the performance at the end of year. A committee is formed by the Ministry to help with the review process, and provide suggestion to the amount of subsidy for the next year.
Being a "Public Corporation", the center is able to design systems and regulations that really fulfill the needs of a professional theater. And instead of one "General Director" responsible for the operation of the center, there is now a Board of directors which is the policy making body of the center. Among the 15 board members, 3 are government representatives, and the rest are artists, educators, and CEOs from private corporations. The artist director hired by the board will manage the organization and execute policies.
Program wise, in addition to presenting world-class programs, the center always tries to work with local art groups, introduce their works to the public, domestic and abroad. The center has successfully recommend some of the local programs to international theaters, such as 333 Dante Soupof the Shakespeare's Wild Sisters Group, andJourney to Shaolinby the U Theater. There are other co operative projects--The "Abalon, one nite in Taipei" produced by Schauspielfrankfurt, and presented in Taipei by the center in "World View SeriesMade in German", auditioned 2 Taiwan actors;The Lyric for Lo River Goddessis a joint production of the center and Maison de la Culture d'Amiens.
The center has been using the concept "series" or "festival" in programming in recent years. The "World View Series" present England in 2003, France in 2004, Russia in 2005 and German for 2006. Other festivals includes "International Theater Festival", "Dancing in Spring", "Summer Jazz Party", "Mozart 250 Anniversary", and "The Maestro Series." Every series has different marketing strategies and sponsors, for example, this year the center produced "German Series" (http://www.ntch.edu.tw/pro/2006worldview/) , and China Airline provided one lucky audience a round-trip airplane ticket from Taiwan to Germany.
One very major venture is "Festival in the Square" started last year. This is a move try to gather up all resources used in open air concerts, and hold a 2-week-long "Tent Festival" in the huge square the center owns. In addition to performances inside the tent, there are free outdoor performances, installation art work exhibition, arts crafts market, and food market. The festival stresses the importance of creativity, and provides another angle for the public to enjoy arts. This year's main theme is "New Circus" and "World Music."
In March 2005, the Marketing and Comm. Department introduced the CRM system into the operation of the center, and announced the beginning of e-era for the center. The CRM system aims to target at more specific audience with more effective messages. In collaboration with the center's ticketing and membership system, we can now learn more about our consumers. Judging from the facts that the ticket purchase made by members covers, in average, 25% of the total ticket sales, the system is working. The number of ticketing internet members has reached 250,000.
The Business Development Department is responsible for the shops management, guided tours, souvenirs, ticketing system, and customer services. Due to limited indoor space availability, the pace of setting up new shops is slowing down. The ticketing system has brought in some profit ever since it goes on-line in 2004, and starts cooperation with convenient chain stores hence become the most convenient ticketing system in Taiwan. A call center is established this year to cope with the uprising requests for higher quality customer services.
Starting this year, the Business Development Department took over the outreach programs of the center, and held a highly acclaimed theater summer camp in August. Since educational and outreach programs will be the focus of the center in upcoming years, a larger scale summer camp project covering different areas of performing arts will be held. Special seminars will be designed for teachers as well.
National Chiang Kai Shek Cultural Center, Taiwan
http://www.ntch.edu.tw
Being a "Public Corporation", the center is able to design systems and regulations that really fulfill the needs of a professional theater. And instead of one "General Director" responsible for the operation of the center, there is now a Board of directors which is the policy making body of the center. Among the 15 board members, 3 are government representatives, and the rest are artists, educators, and CEOs from private corporations. The artist director hired by the board will manage the organization and execute policies.
Program wise, in addition to presenting world-class programs, the center always tries to work with local art groups, introduce their works to the public, domestic and abroad. The center has successfully recommend some of the local programs to international theaters, such as 333 Dante Soupof the Shakespeare's Wild Sisters Group, andJourney to Shaolinby the U Theater. There are other co operative projects--The "Abalon, one nite in Taipei" produced by Schauspielfrankfurt, and presented in Taipei by the center in "World View SeriesMade in German", auditioned 2 Taiwan actors;The Lyric for Lo River Goddessis a joint production of the center and Maison de la Culture d'Amiens.
The center has been using the concept "series" or "festival" in programming in recent years. The "World View Series" present England in 2003, France in 2004, Russia in 2005 and German for 2006. Other festivals includes "International Theater Festival", "Dancing in Spring", "Summer Jazz Party", "Mozart 250 Anniversary", and "The Maestro Series." Every series has different marketing strategies and sponsors, for example, this year the center produced "German Series" (http://www.ntch.edu.tw/pro/2006worldview/) , and China Airline provided one lucky audience a round-trip airplane ticket from Taiwan to Germany.
One very major venture is "Festival in the Square" started last year. This is a move try to gather up all resources used in open air concerts, and hold a 2-week-long "Tent Festival" in the huge square the center owns. In addition to performances inside the tent, there are free outdoor performances, installation art work exhibition, arts crafts market, and food market. The festival stresses the importance of creativity, and provides another angle for the public to enjoy arts. This year's main theme is "New Circus" and "World Music."
In March 2005, the Marketing and Comm. Department introduced the CRM system into the operation of the center, and announced the beginning of e-era for the center. The CRM system aims to target at more specific audience with more effective messages. In collaboration with the center's ticketing and membership system, we can now learn more about our consumers. Judging from the facts that the ticket purchase made by members covers, in average, 25% of the total ticket sales, the system is working. The number of ticketing internet members has reached 250,000.
The Business Development Department is responsible for the shops management, guided tours, souvenirs, ticketing system, and customer services. Due to limited indoor space availability, the pace of setting up new shops is slowing down. The ticketing system has brought in some profit ever since it goes on-line in 2004, and starts cooperation with convenient chain stores hence become the most convenient ticketing system in Taiwan. A call center is established this year to cope with the uprising requests for higher quality customer services.
Starting this year, the Business Development Department took over the outreach programs of the center, and held a highly acclaimed theater summer camp in August. Since educational and outreach programs will be the focus of the center in upcoming years, a larger scale summer camp project covering different areas of performing arts will be held. Special seminars will be designed for teachers as well.
National Chiang Kai Shek Cultural Center, Taiwan
http://www.ntch.edu.tw
Author: Ping Heng
Artistic Director of National Chiang Kai Shek Cultural Center, Taiwan
Artistic Director of National Chiang Kai Shek Cultural Center, Taiwan
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