Who Loves the Arts?

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Projects: Cumbernauld Theatre

The Cumbernauld Theatre is a performance venue and centre for creative collaboration. Since its inception as the Cottage Theatre in 1961, The Cumbernauld has seen over 1 million attendances, and as well as being home to a professional acting company and hosting a varied programme of touring drama, dance and music, the theatre plays a role in supporting emerging and mid-career performing artists and delivering a comprehensive range of community activity.

This year, we began work with the Cumbernauld Theatre to help segment their audiences, using Mosaic and Vital Statistics to create ‘persona’ profiles. We augmented our findings with desk research into membership schemes and other initiatives run by other arts organisations, enabling the Cumbernauld team to identify growth opportunities for the future.