Together

Leeds, 15-17 July 2026

Together

Leeds, 15 — 17 July 2026

Can’t join us in Leeds? Join us online.

Whilst we all love meeting in person, sometimes we just can’t make the trip. That’s why we’re bringing some of AMA Conference 2026 to you.

Conference Online brings the best AMA Conference sessions to your computer screen, at a time that suits you, and includes:

  • 17 sessions live streamed from Leeds
  • Includes all 4 Keynote sessions
  • Recordings of sessions will be available to watch at a time that suits you until 7 September 2026
  • Totals over 11 hours of content
Go to Conference Homepage

Access Conference Online recordings

Still want access? It’s not too late.

If you missed booking in time for this year’s Conference, don’t worry you can still purchase an online ticket by getting in touch with the team.

You’ll be sent a link to watch the recordings from 17 sessions streamed live from Leeds, so you can watch at a time that suits you, right through until 7 September 2026.

Whether you couldn’t make it to Leeds this year or you’re catching up on sessions you missed, Conference Online gives you full flexibility to learn at your own pace.

Get in touch with the team

Ticket Pricing

Individual rates:

Group rates:

Member

£130 + VAT
For Standard team members.

Small Organisation, Freelance & Between Jobs

£70 + VAT
For Small Organisation members.

Non-Member

£180 + VAT
Get a taste of the AMA community at our flagship event online.

Member Group

£250 + VAT
For 2-4 people from Standard member teams.

Small Organisation Group

£130 + VAT
For 2-4 people from Small Organisation member teams.

Before purchasing your AMA Conference 2026 ticket, please read our terms and conditions. Read the terms and conditions.

Please note: Small Organisations are classed as those that have 10 or fewer employees and either less than £632,000 annual turnover, OR £316,000 or less on its balance sheet.

How it Works

1 — Choose the right ticket type for you and book your place. If you’re booking a Group ticket, remember to add your colleague’s details so we can send them their own access link.

2 — You will be sent a link to access Conference Online the week of Conference, no later than Tuesday 14 July.

3 — Choose which sessions you would like to view (you will have a choice of 2 sessions across most time blocks).

4 — Head to Conference Online at the stated times and select the session you have chosen to watch live.

5 — Head back to Conference Online as many times as you’d like to watch the recordings of the other available sessions. The recordings will be available to watch until 7 September 2026.

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Online Programme

With 17 sessions live streamed directly from Leeds, our Conference Online programme is jam-packed.

Thursday 16 July

09:30am

The Age of “Worth It”: rebuilding casual audiences in the cultural sector

Across the UK, arts organisations are seeing the same shift: attendance is becoming more uneven. Big, ‘must-see’ work still sells early and strongly, while everyday, repeat participation is harder to sustain. Lead times are later overall, but the pattern is increasingly polarised – there’s still a strong early spike for certain titles, and a thinning-out in the middle.  

So people are treating cultural plans less like habits and more like decisions they need to justify: Will it be worth it? Will I regret it? Is it going to be a hassle?  

In this session, Baker Richards shares a clear, practical picture of what’s changing in 2026, drawn from work across hundreds of organisations and set in the context of the wider economy. 

  • A clear understanding of the 2026 participation pattern – polarised demand, a thinning middle, and why this matters for future audiences and resilience
  • A practical framework to increase confidence and conversion without relying on price cuts, by reducing the ‘uncertainty premium’
  • Approaches to rebuilding broad participation through shared learning and collective audience pathways

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

David Reece
Chief Strategy Officer, Baker Richards

This session is Sponsored by Baker Richards

Baker Richards logo

10:30am

Still Together?

In our opening keynote, Shawab Iqbal will explore what it means for the arts sector to create connection, trust and belonging in an increasingly fragmented society.

Drawing on his experience leading cultural work through public tension, political pressure and contested conversations, Shawab reflects on the role cultural organisations play in holding space for complexity, difference and shared experience. At a time when many communities feel divided, disconnected or unheard, the keynote considers how the arts — and the way we communicate and invite people into them — can help rebuild public trust and connection.

This is a Keynote and is suitable for all.

Shawab Iqbal
Chief Executive, Leeds Playhouse

11:35am

Communicating Your Access Offer

Edinburgh International Festival’s offers a range of resources for Deaf, disabled and neurodivergent audiences, to remove barriers to engage with the Festival.  

Although they receive positive feedback, occasionally there is a communication breakdown in how and where access information is shared, with some people not finding information and continuing to experience barriers. 

Guided by discussions with their Access Panel of disabled people, Edinburgh International Festival have commissioned five animations that outline the access offer; what is available, how to get the most from it, and where to go for further information.  

In this session Callum will chart this process, outlining examples of the communication breakdown, providing insights into how the videos were made and sharing responses from audiences. 

  • Understanding that offering access is not the end of the process
  • Insight into how you can include people with lived experience in developing and testing your access offer
  • How to grow this audience by building confidence in your access offers

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Callum Madge
Access Manager, Edinburgh International Festival

Better Together: unifying Meta, Pinterest and TikTok ads for arts audiences

Arts organisations increasingly face pressure to achieve more with small teams and limited budgets: growing audiences, boosting sales, and sustaining cultural relevance online.

Meta, Pinterest and TikTok are typically managed separately. In this session, Katherine from Oh So Social will show how they can form a connected paid ecosystem for arts marketing.

Learn how to align these platforms – TikTok for discovery, Pinterest for inspiration, Meta for conversion – while reusing creative assets to tell cohesive stories efficiently.

  • Understanding how Meta, Pinterest and TikTok work together across the user journey
  • Practical frameworks to plan and manage paid social as a connected, unified strategy
  • Tip on how to create and adapt arts-focused creative that performs across multiple platforms

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Katherine George
Director, Oh So Social

This session is Sponsored by Oh So Social

Oh So Social logo

12:25pm — 1:25pm

This is your lunch break. Use this time to refuel and take a screen break.

1:25pm

From Keynote to Commercial Toolkits

This session will be an action-focused workshop led by creative writer and cultural strategist Munroop Kaur Panesar. 

Following on from Shawab Iqbal’s opening keynote, this session will move to build a technical commercial framework for your marketing teams and organisations. 

You will be guided to hard-code ethical equality into your existing marketing systems. We’ll deliver evidence-led solutions that bridge ethical data practice and performance delivery. We want you to experience the shift from acknowledgement to fixing the system.

  • Access Rider Template: a personalised tool for immediate transparency and team-wide support
  • Future-proofing Audit: a technical audit to identify and resolve critical gaps in institutional data
  • Power Sharing Framework: a tactical model equitable leadership growth and sponsorship within your organisation

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Munroop Kaur Panesar
Multidisciplinary Artist, Creative Producer, Teacher/Facilitator 

New Models for Income Generation and Audience Growth

Learn how three different organisations are tackling financial pressures that help build audiences.

The Albany developed a new income stream through the Creative Communities Membership, making better use of under-used space.

Opera North introduced pay-what-you-can tickets to attract first-time audiences to opera, in particular Gen Z and millennials.

Reading Rep Theatre responded to their need for more marketing support by using freelancers to scale marketing without scaling staff.

  • Tips on how to work effectively across departments to generate innovative revenue ideas and make the most of the resources you already have
  • How to make pay-what-you-can performance part of your growth marketing strategy alongside a standard ticketing model
  • Understanding the benefits and increased income of using the experience and specialism of freelancers to undertake key marketing tasks

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Lydia Heald
Marketing Lead (Acquisition), Opera North

Courtney Green
Head of Marketing, Reading Rep Theatre

Sophie Waddy
Head of Marketing and Communications, The Albany

2:50pm

Free Moments, Real Impact: rethinking youth engagement through collaborations

The art world has less funding than ever. Galleries and museums have stretched budgets and so do young people. The answer? Strategic generosity and collaborating with the right external partners to provide free moments for young people to enjoy in your gallery.   

This session will explore how offering free exhibition tickets to Tate Collective to celebrate Tate Modern’s 25th birthday had a game-changing impact on its approach to engaging 16-25-year-olds. This success laid the foundation for a new strand in the Tate Collective strategy aimed at providing accessible cultural experiences beyond its exhibitions through strategic partnerships. 

Kadi and Logan will give an honest overview of what did and didn’t work and discuss the challenges that come with delivering free events for young people. They will also share the key learnings gained through the incentives and how collaboration continues to unlock new ways of engaging the next generation of culturally engaged audiences. 

  • An understanding of what matters to young people
  • Insight into how partnerships can diversify your audience
  • How to allow for a testing period to trial new ideas that will inform future strategies

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Kadi Diallo
Tate Collective Marketing Manager, Tate

Logan Kingsbeer
Senior Marketing Manager of Tate Collective and Partnerships, Tate

Together We Connect: building an organisation-wide marketing strategy

The Marketing and Audience Development (MAD) Plan at Turner Sims was only known to the small marketing team. Despite good intentions, it was invisible – and therefore irrelevant – to the wider organisation. For a venue rooted in connection, this felt like a fundamental disconnect. 

In this practical session, Maddie and Jo will share how Turner Sims built an organisation-wide Connect Strategy that puts relationships, not transactions, at its heart. Rather than talking to audiences, they wanted to connect with them – and ensure everyone in the organisation understood their role in that journey. 

This session will explore the co-creation process the organisation went through to create a Connect Strategy Tree – a simple, visual framework that helped Turner Sims understand how everything connects. It will also offer practical tools, language, and facilitation techniques for embedding marketing and audience development across whole organisations, because meaningful connection can only happen together. 

  • A practical approach to engaging staff, volunteers and stakeholders in developing marketing and audience strategies that have organisational buy-in
  • How to shift from transactional messaging to relational connection
  • A clear understanding of why marketing and communications cannot operate in silos and how to break them down

This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Maddie Risbridger
Head of Marketing and Sales, Turner Sims, University of Southampton

Jo Borg
Marketing and Communications Officer, Turner Sims, University of Southampton

3:40pm

Dynamic Models for Connecting Together

In this keynote DK will be sharing insights and experiences of unlocking creative productivity along with his multi-year study of the variety of models and shapes in which to gather humans effectively.

Exploring questions such as: What are the defining elements which foster collaboration? Which are the best models for organisations to use to unlock creative thinking and problem solving? Where to utilise specific facilitation and participatory techniques in building trust and measurable action?

This keynote will focus on championing humans not technology as the driving force in the future of work / culture development, where ideas flow freely, connection thrives and productivity soars.

This is a Keynote and is suitable for all.

DK
Creative Producer and Speaker Coach, Justadandak Ltd

Friday 17 July

9:30am

When Marketing and Digital Become Revenue Drivers

Marketing and digital often sit in the ‘cost centre’ category and are at the service of other parts of the organisation. Which is fine, but can sometimes give rise to frustrations. But it’s not the only way. Some organisations are building out business models with art at the heart and where marketing and digital capabilities directly generate revenue and contribute to the bottom line.

This session One Further will focus on case studies from organisations that have developed digitally-focused business models covering:

  • Ecommerce and licensing
  • Corporate partnerships
  • Content monetisation
  • Digital memberships
  • Understanding of different digital revenue models
  • How to assess whether this makes sense for your organisation
  • How arts organisations are particularly well-positioned to capitalise on these opportunities

This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Chris Unitt
Founder, One Futher

This session is Sponsored by One Further

One Further logo

10:30am

Horizon Scanning: what’s next for arts and cultural marketing

Together we’ll look at what is happening now, next and on the horizon for us as marketers. Our panellists will share what they are working on, what they are building towards and what they are planning for.

This panel session is a chance for us to explore together how we are making things work, how we are developing our skills and practice to make the most of changing societal, technological, political and environmental contexts.

There will also be space for delegates to ask questions and share their own experiences and thoughts on what’s next for arts and cultural marketing.

  • Insight into peer marketing practice
  • Inspiration for developing their work
  • The opportunity to share their experiences

This is a Keynote and is suitable for all.

Sarah Ogle

David O’Hara
UK Marketing Director, ATG Entertainment

Ogheneteka Oke
Marketing Manager, Revoluton Art

11:35am

What Moves Family Audiences? The real impact of Instagram influencers

Family audiences are one of the most important and most complex groups for arts organisations to reach. In recent years, many of us may have experimented with Instagram influencers as a way to build trust, build new audiences, and reach families where they already are. But what actually works, what doesn’t, and what can we learn together from these experiences? 

In this session, Helena Fewkes from Z-arts, the UK’s only dedicated arts centre for children and families, will explore the real impact of Instagram influencer marketing on family audiences. Drawing on practical examples from Z-arts, the session will bring together shared learning: successes, missteps, surprising outcomes, and the questions we’re still grappling with as a community. 

  • A clearer understanding of what genuinely moves family audiences on Instagram
  • Practical takeaways on choosing influencers, setting expectations, and measuring impact
  • Shared insights from across the sector  

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Helena Fawkes
Marketing and Audience Development Manager, Z-arts 

Revolution or Evolution? Lessons from the Donmar brand refresh

The Donmar’s marketing tended to invite audiences in on the basis of an individual show. But contemplating a rebrand and a new website, they saw an opportunity to shift from production marketing to brand storytelling. Could they unlock new potential by conveying the special magic of the Donmar experience – communicating relevance to those who’ve never stepped inside – at the same time as building authentic connections with a devoted existing fanbase?

Working with Fly a Kite, the Donmar did a deep dive into its brand story, bringing staff together across the organisation, generating ideas and early buy-in. In particular ensuring marketing and artistic teams are working in true partnership. Crucially, they also gained the audience perspective through in-depth qualitative research to understand what audiences really valued. This valuable work underpinned the Donmar’s subsequent brand refresh and new website development. 

  • A practical approach to engaging staff, volunteers and stakeholders in developing marketing and audience strategies that have organisational buy-in
  • How to shift from transactional messaging to relational connection
  • A clear understanding of why marketing and communications cannot operate in silos and how to break them down

This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Jo Taylor
Director, Fly a Kite

Abby Corfan
Director of Audiences, Donmar Warehouse

This session is Sponsored by Fly a Kite

12:25pm — 1:25pm

This is your lunch break. Use this time to refuel and take a screen break.

1:25pm

Ideas into Action: AI is here, are you ready?

AI is changing how we work but many organisations are still caught between excitement, anxiety, hidden use and policies that don’t quite reach the reality of the work.

In this session, Paul and Carol from the Arts Marketing Association (AMA) will explore three negotiations facing arts, heritage and cultural organisations:

  • The human negotiation around trust, expertise and judgement
  • The organisational negotiation around policy, risk and accountability
  • The sector negotiation around public value, rights, access, inclusion and environmental responsibility

This is a practical and interactive session designed to help you make better choices about AI on your own terms.

  • A clearer way to talk about AI with your team, especially people who feel unsure, divided or uncomfortable
  • Practical frameworks you can take back to work, including a simple traffic-light approach to judging AI risk and examples of more accountable AI workflows
  • You’ll also help shape a live sector AI literacy map 

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Carol Jones
CultureHive Editor and Innovation Lead, Arts Marketing Association (AMA)

Paul Blundell
Head of Digital Research and Development, Arts Marketing Association (AMA)

New Models of Membership: how do we give audiences what they need?

Membership is at a turning point. Across the arts and culture sector, organisations are asking the same urgent question: how do we build sustainable, meaningful relationships with audiences in a world where expectations, habits and values are changing fast? 

In this session, Indigo will explore new models of membership, grounded in audience need not just organisational desires. They’ll take the findings from their recent sector-wide Hot Topic research project, Membership Matters (sponsored by Line-Up and Substrakt) as a foundation, and explore what today’s audiences want from membership in 2026 and beyond.  

You’ll leave with practical insights, fresh inspiration and new ways to think about membership as a tool to help you meet your goals.

  • Understand the latest audience expectations shaping arts membership, based on the Membership Matters research
  • Explore innovative membership models from inside and outside the arts that meet audiences’ needs
  • Ideas and provocations for building membership programmes that deliver

This is a Strategic session, with a focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Kerry Radden
Associate Director, Indigo 

Katy Raines
CEO, Indigo

This session is Sponsored by Indigo

Indigo logo

2:35pm

We Wish It Could Be Christmas Every Day

Castle Howard is a stately home with an unique approach to growing an audience and building a world-class reputation.  

In 2017, they welcomed 35,000 people to their first Christmas event. Since then, they have developed a much-loved immersive experience by working with theatre designers, projection and sound specialists. In 2025 this event welcomed 106,000 people.  

Abbi and Georgie will talk about developing the event itself, building relationships with creative partners, the nuts and bolts of the marketing and PR campaign, winning audience loyalty, and getting the best out of the team at the busiest time of year.   

So, buckle up to hear the highs and lows of what it really means to be an award-winning Christmas experience, from the Christmas sparkle to the lumps of coal! 

  • Top tips on planning, budgeting and delivering a marketing and PR campaign for events
  • How to bring teams together and motivated during long running events, even during adverse weather
  • The emphasis on audience loyalty and care, particularly bringing people together in the context of ‘happy memories’

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Abbi Ollive
Visitor Attraction Director, Castle Howard

Georgie Sykes
Marketing and PR Manager, Castle Howard

Rethinking UK Arts Marketing Through a Developing Country’s Lens

What if arts organisations could engage audiences and drive sales without increasing marketing budgets?

In this session, Dimple Meera Jom shares her observations of the arts marketing landscape in India and the UK, showing how applying creative strategies from India helped her deliver sold-out shows in UK theatre. She demonstrates how bringing creativity, audiences, and global perspectives together can move campaigns beyond the usual “poster, trailer, boost” approach to make them more engaging, human, and effective.

You’ll gain practical tips for organic marketing, storytelling, and branding, and learn how to use existing resources to produce measurable results without heavy ad spend while standing out in crowded social feeds.

  • Understanding of how to turn existing talent and resources into high-impact digital campaigns without relying on big ad budgets
  • Learn how insights from different arts ecosystems and global experiences can help connect audiences and make marketing more inclusive
  • Practical techniques to grow engagement, boost ticket sales, and deliver measurable outcomes in arts marketing campaigns

This is both a Tactical and Strategic session.

Tactical sessions cover the practical implementation of marketing, offering tactical takeaways that can be applied immediately.

Strategic sessions focus on the strategic aspect of the topic i.e. how the work fits with an organisation’s objectives.

Dimple Meera Jom
Freelance Arts Marketing and Digital Content Creator 

3:10pm

Finding Happiness Together

In this closing keynote, David will draw on the conference theme Together to leave delegates feeling positive and uplifted despite the challenges they face in their jobs, in the UK arts and cultural sector and the wider world.

David will share his story, experience and journey that led to writing the Sunday Times bestselling Frequently Happy. Delegates will not only learn more about ‘happiness’ and finding joy and calm in everyday moments, but will also experience happiness together – in the space and time of the keynote.

This keynote will be a collective self-reflection and mindfulness moment to enable delegates to shift their mindset to find happiness even during stressful and challenging times.

This is a Keynote and is suitable for all.

David Larbi
Writer, Creator and Poet, We SHFT Limited

With thanks to our Lead Sponsors:

Art Fund logo
Spektrix Logo
Substrakt logo
Tessitura logo

With thanks to our Supporting Sponsors:

Ticketure and PatronManager logo
Numiko logo

With thanks to our Conference Online sponsor:

With thanks to our Conference Media Partner:

With thanks to our Photobooth sponsor:

All In logo
ArtsProfessional logo