The Arts Marketing Association (AMA) promotes knowledge exchange between arts professionals. Clare McAndrew and Ashley Smith-Hammond of Culture Republic report back from a recent AMA network meeting focusing on access and equalities.

This session highlighted the range of physical and mental impairments that arts organisations should take into account as part of their accessibility agenda, and the need for varied responses. A round table discussion highlighted some of the solutions and resources that are already in place for Scotland’s cultural sector:

• Artlink have set-up Investigate Create. Rather than focusing on facts and figures around attendance and exclusion, Director Jan- Bert van den Berg explained that this project is all about finding creative responses to the challenges of serving a diverse audience.
• Solar Bear reported on their work with deaf audiences. In addition to the Deaf Theatre Club, Solar Bear offers deaf awareness training for staff and encourages them to learn basic BSL so that they can communicate with deaf patrons at events.
• Festival and Kings Theatre shared what they have learned from their journey to become a dementia friendly venue. Cerin Richardson explained that performances need to be tailored so that they are no longer than 45 minutes and are as visual as possible. The theatres will keep sharing learnings around best practice as the project continues.
• Flip spoke about the range of services they offer. This includes training and support to arts organisations, artistic development support to disabled performers; and information about accessible performances through their website and Facebook network. Flip’s Callum Madge also noted that if you are making accessible theatre performances you should make sure these are listed on Access Scottish Theatre – another great resource.

Conversation during the session highlighted that being an accessible organisation is about excellent service and practical ways of welcoming people with different needs. It may not always be possible to cater for all audiences all of the time but it is important to effectively communicate what is available for specific audiences so people know what to expect.

These issues are at the heart of our work with cultural organisations across Scotland today. We work with organisations to profile  existing audiences; identify gaps in engagement and make informed decisions around how to reach out to under-represented groups within their communities. Look out for updates on our projects in this area, coming soon, or contact us if you have a project of your own that you would like to discuss.