ADESTE has reached a turning point since project partners last held exchanges in Lecce and Turin around the challenge “What kind of training for audience development?”
In 2015 partners will test the ADESTE Training Module based on the project's research findings. The pilot testing phase will last 10 months during which time 12 trainers from countries participating in the project will work with groups of cultural professionals at local level to transfer the skills and tools required to develop an audience development plan.
Before the pilot testing can begin, these trainers will participate in a preparatory ‘train the trainers’ session led by The Audience Agency who is responsible for the ADESTE training methodology. Supporting this session is Goldsmiths, University of London who is responsible for the project's evaluation process.
This intensive training session for trainers will take place in London from 17-24 April. The 12 trainers will become familiar with ADESTE's Audience Development Training Module and learn how to deliver it during the pilot phase. At the core of ADESTE's training module is a combination of content, methodology, and tools to create an audience development plan accompanied by an established framework for group reflection through the techniques of Action Learning.
The closing event of the preparatory training in London will be the AMA 2015 Symposium conference “From Them to Us”, organised by ADESTE's associate partner, the ARTS MARKETING ASSOCIATION UK. This event is a way to open up public debate amongst leaders in the cultural sector about the art of leading with an audience focus. For the ADESTE consortium it will be an opportunity to network and disseminate project results.