Six Lessons in Bravery from AMA Conference 2024
In early July, Sarah and Maurane hopped over to sunny Brighton for the Arts Marketing Association conference. Maurane was invited over as a speaker and Sarah decided to tag along. She was excited not only to visit the Brighton Dome (where ABBA won the Eurovision in 1974 – eep!) but also to mingle with over 750 people from the UK’s cultural sector. The conference, themed "Be Bold, Be Brave," featured thirty-five talks over two days. Here are some key lessons in bravery that Sarah learned.
1. Be honest, warts and all
In 2018, Fells Point Corner Theatre in Baltimore hit a rough patch – artistic decline, a retired founder, new staff, and no volunteers. Running at just 30% capacity and bleeding money, they were also embroiled in a public scandal. President Laura Malkus faced the music and owned up to the mess, including the lack of diversity on their board. They hit pause on "10 x 10 Shorts" due to diversity issues among playwrights, later bringing it back with a more inclusive lineup, which was a hit. The theatre regularly hosts meetings to update the local community on current activities, inviting them to attend and ask any questions they might have. These discussions can cover dislikes about a play or the theatre itself, as well as provide a detailed look at the theatre's budget. This honesty paid off big time with a 20% attendance boost, a better reputation, and a full year’s operating reserve by 2024.
Laura's talk was hands down one of the most inspiring I've attended. Unlike many organisations, Fells Point Theatre did not have a financial safety net, and instead embraced innovative measures to turn the theatre’s reputation around. It was also refreshing to see an organisation openly acknowledge its need for change and follow through.
2. Ride the waves of uncertainty
Maurane spoke alongside Liz Byrne from the Golden Thread Gallery, Afrocats and the Whitworth Gallery about community engagement. Liz kicked things off with Northern Ireland's unique post-conflict challenges and how demographic shifts led the gallery to offer inclusive art workshops for marginalized groups. Thrive evaluated these efforts through interviews and workshops (we can evaluate your project too, just contact us for our prices!). Maurane highlighted the gallery's commitment to openness and flexibility, like meeting participants in their spaces and welcoming walk-ins. These changes required unlearning old habits but paid off in spades.
Arts organisations are community hubs where conversations and connections bloom, driving attendance. Magdalene Bartlett from Afrocats and Fiona Cariss from Whitworth Art Gallery shared their strategies for making cultural spaces more welcoming for refugees and diverse communities, including multilingual signage and culturally inspired workshops.
Liz and Maurane not only excelled in their presentations (yay team!) but also provided some much-needed representation of Northern Ireland at the conference. The main takeaways from the talk? Embrace uncertainty, listen actively, value feedback, and focus on sustainable funding, diverse teams and strong partnerships to foster inclusive, vibrant spaces.
3. Recognise when change is needed
Frozen Light is a multi-sensory theatre designed for audiences with profound and multiple learning disabilities. In her talk, Audience Development Officer Emma Venier shared how the company has developed digital access training to enhance the confidence and understanding of staff and volunteers in theatres and arts venues. As the only theatre in the UK specifically catering to adults with profound learning disabilities, their training addresses not only physical barriers but also attitudes. You can explore their website for various videos on different aspects of accessibility.
Emma's presentation, featuring impactful videos of the theatre’s shows and workshops, highlighted the vital role of accessible theatre in the community. Watching the videos was emotional, and I may have shed a tear or two… luckily, I was sat right at the back of the auditorium! Watching the performers' interaction with the audience, I really appreciated the thought and time put into each show. The behind-the-scenes workshop videos were sweet and showed the effort involved. Potential audience members are invited to these workshops to offer insights. For example, in the workshop for interactive show, 'The Bar at the Edge of Time', participants suggested adding drums and ping pong balls, which were initially considered too distracting but were extremely well-received. Witnessing a theatre placing trust in their audience to help produce a better show was truly heart-warming.
4. Be yourself
One of the most inspiring talks during the conference was led by playwright and director Rikki Beadle-Blair. I cannot overemphasise how powerful it was - people left in tears (happy ones)! Rikki shared his personal experiences and encouraged the audience to celebrate their potential, highlighting that what we perceive as obstacles can actually propel us forward. Rikki emphasised the importance of embracing positivity and making changes if we're unhappy in certain areas of life. For instance, if you often feel overworked, reassessing your schedule can help reduce stress while increasing productivity. He led an exercise where attendees listed their life desires, resulting in diverse responses about confidence, travel, work, and finances. Following this, participants were tasked with refining their goals and identifying specific steps to achieve them. It’s brave to show up as yourself every day, even if yourself is having a little cry in the front row! Note to self: bring tissues for next conference.
5. Don't be afraid to ask for help
Mike Keating from Art Fund shared insights into developing their new digital strategic plan. He candidly discussed the mistakes made with their initial plan, highlighting the struggle with team collaboration and defining objectives. Recognising the need for external expertise, they were able to seek help from Katie Moffat, Director at Substrakt. Katie assisted Art Fund in prioritising goals, improving communication, enhancing work management, and optimising budget spending. This collaboration led to a more effective and cohesive strategy. Remember: asking for help doesn’t need to be costly. Talk to your staff, arrange to meet with another organisation to brainstorm. You can even book in a free audience appointment with us. (Wink, wink, nudge, nudge!)
Mike emphasised the importance of honesty about challenges and seeking external support. He encouraged others to ask for advice and assistance when needed, noting that external perspectives can offer valuable insights and solutions. As someone who has attended a fair amount of talks over the past year, it was a breath of fresh air to hear a speaker candidly discuss what went wrong and emphasise the value of listening to others. Take note, Elon Musk!
6. Find your own voice
Florence Bell, head of social media and video content at the Young Vic Theatre, explored the evolution of social media since 2009, highlighting a transition from friend-generated to algorithm-driven content that requires engaging material to attract audiences. She encouraged organisations to cultivate a unique voice, experiment with different content formats, and leverage analytics to enhance their strategies, while also promoting the use of local dialects to strengthen brand identity.
Ultimately, Florence emphasised that achieving social media success in 2024 hinges on producing captivating content, having a clear strategy, and maintaining a consistent tone. While this can be daunting and time-consuming, the rewards are significant. By being bold and developing a distinctive voice, organisations can foster a more authentic and meaningful connection with their audience. To quote the icon that is Dolly Parton, "Find out who you are and do it on purpose."
We can support you in applying these insights and recommendations within your own organisation. If interested, feel free to schedule a chat with us by emailing Sarah at sarah@wewillthrive.co.uk.
