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August 5 @ 1:00 pm - 2:15 pm

What is it about?

The government’s rescue package is announced, yet there are continued challenges around how social distancing measures translate to welcoming audiences back, and of course, income.

In this series of lunchtime talks, we invite sector professionals to share their work and insights as we head towards a new state of normality.

We’ll share how opening is going for organisations and for audiences; what’s working around comms for re-opening; how those organisations still closed are keeping in touch with audiences; data and trends on audience behaviour.

The first session looks at reopening and how we put audiences at the centre of our planning.

We’ll be hearing from:

— Flo Carr, Associate at Indigo, on the After the Interval  and Act 2 national cultural audience surveys

— Dan Bates, CEO of Sheffield Theatres

— Jane Macpherson, Interim Director of Campaigns and Sales at Sadler’s Wells

— Matt Ecclestone, AMA’s Marketing & PR Manager

The format takes in short sharp presentations, followed by questions from participants.

How do I take part?

We will be using an online training platform called WebEx for this event. Before booking, please complete our online training checklist to ensure you get the most out of this training.


  • AMA member rate: FREE
  • Non-Member: FREE


Headshot of Flo CarrFlo Carr | Head of Communications | Arcola Theatre

Flo is an experienced marketer with a passion for audience development and CRM. Over the last 8 years, she has worked in a variety of marketing, communications and venue management roles in arts and cultural organisations in London and Cambridge. 

Flo is currently Head of Communications and Marketing at Arcola Theatre, an Off-West End producing theatre which commissions and premieres daring, high-quality theatre. She has previously held roles as Marketing & CRM Manager at English National Opera, Press & Marketing Manager at Cambridge Live and Theatre Manager at the ADC Theatre in Cambridge. She is a trustee of Spectra Ensemble, an experimental opera company championing lesser-known works, and co-founder of bind collective, a creative platform which aims to raise awareness of the climate emergency. 

Since April, Flo has been working with Indigo co-founder Katy Raines to deliver two national audience surveys, capturing cultural audiences’ views on missing cultural events, booking tickets during lockdown, returning to live cultural events with social distancing, and experiencing culture in different formats. 


Dan Bates HeadshotDan Bates | Chief Executive | Sheffield Theatres Trust

Dan is the Chief Executive of Sheffield Theatres Trust, the UK’s largest regional theatre complex, with 2,500 seats across three theatres, producing bold and brilliant theatre in Sheffield and across the UK. 

After his formal training at the Royal Central School of Speech and Drama, he worked at the Theatre Royal in Windsor, Riding Lights Theatre in York and the West Yorkshire Playhouse in Leeds.  He became Chief Executive at York Theatre Royal in 2004 and joined Sheffield Theatres in 2009. 

Alongside his work at Sheffield Theatres, Dan is a Board member of Welcome to Yorkshire, English Touring Theatre, Create Sheffield (LCEP) and the Sheffield BID Company.  He also sits on the Sheffield Cultural Consortium. 

Dan has recently returned from a three month sabbatical to Asia, taking in Australia, Taiwan, Hong Kong, China and Singapore, where he undertook a month-long placement at the Esplanade, Theatres on the Bay working with the leadership team. 

Dan is also a member of the Change Creation Cohort led by People make it Work, working alongside the Ramps on the Moon Consortium. 

Sheffield Theatres is passionate about the future of the industry and ensuring a wide range of people have the opportunity to work with us and experience all areas of the organisation. 


Headshot of Jane MacphersonJane Macpherson | Interim Director of Marketing and Sales | Sadler’s Wells

Jane is a creative and collaborative marketer with over 20 years’ experience in Arts marketing roles. 

As a consultant, Jane works with Arts leaders to establish audience and income strategy. She translates organisational brand and culture into comprehensive and goal-focused marketing and communications strategies. 

She is currently Interim Director of Marketing & Sales at Sadler’s Wells.  Other recent clients include Gate Theatre, Little Angel Theatre, Poet in the City, Apples and Snakes, Talawa Theatre Company, Orchestras Live and Baker Richards. Jane is an Associate of Achates Philanthropy. 

As Director of Marketing & Communications at the Almeida Theatre for 10 years, Jane was central to Senior Management strategic planning, PR & brand development, Pricing & Membership income generation, and re-designing digital communications to retain and develop new audiences through new artistic leadership. In her last 18 months, she led procurement and implementation of two major organisation-wide projects: CRM (Tessitura) & website redevelopment. 

Previously, Jane was Marketing Manager at The Lowry, Salford, for six years, leading the sales and marketing for all theatre programming. Highlights included collaborative work on consortium steering groups to develop UK audiences for international contemporary dance and the opportunity to gain experience in the galleries sector. 

Jane has also worked at Northern Ballet in Leeds, Birmingham Rep and started out in production roles in several Independent TV companies. She was previously a trustee of the Arts Marketing Association and Leeds-based Unlimited Theatre. 


Above images courtesy of Flo Carr, Dan Bates and Jane Macpherson.
Thumbnail: Image by Pexels from Pixabay


August 5
1:00 pm - 2:15 pm
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