A Tale of Four Cities - final reports
|Author||Julia Payne (JazzDev)|
A Tale of Four Cities was an action research project which aimed to identify ways of increasing jazz audiences in Birmingham, Leeds, Liverpool and Manchester. The project was managed by JAZZDEV in association with Morris Hargreaves McIntyre. The specific objectives were to discover:
- the existing barriers to attendance at jazz events
- the most effective means of overcoming these barriers and attracting new jazz attenders
- ways to increase frequency amongst existing attenders
- whether jazz audiences respond to strategic audience development initiatives
- the level of crossover between jazz and other contemporary artforms
- whether patterns of behaviour amongst jazz audiences are similar to those of other arts audiences.
The findings of this research were then disseminated at a one-day conference in Manchester in July 2000.
The 21-page report by Julia Payne gives a description of the project and its outcomes. Key findings are in section 2.5.
The 95-page report by Morris Hargreaves McIntyre and JAZZDEV provides a detailed evaluation of the project and includes:
- The process (section 2)
- The findings – the audience (section 3)
- The findings – the industry (section 4)
- Conference feedback (section 6)
- Conclusions and recommendations (section 7).