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Data: 16 Novembro
Local: Aud. 1 – Pav. 1
Horário: 14H30 / 17H00
14h30 – Sessão de Abertura
14h40 – Oliver Mantell, The Audience Agency
15h00 – Tim Wood, Rambert
15h20 – Michael Nabarro, Managing Director, Spektrix
15h40 – Edward Newsome, Head of Marketing, Welsh National Opera
16h00 – Debate
Moderador: Andrew Bennett, Coordenador da Orquestra Sinfónica do Porto
Casa da Música
17h00 – Sessão de Encerramento
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Nota Biográfica / Curriculum dos Oradores
Oliver Mantell
Oliver Mantell, Regional Director, Yorkshire and North East, The Audience Agency
With a background in market research and marketing consultancy, Oliver's specialism is helping
organisations to understand their audiences and work out what to do with that knowledge. His
particular areas of focus are quantitative research and benchmarking, data analysis (including the use of
secondary data resources), market segmentation and strategic planning.
Recent clients include industry bodies Arts Council England, The National Trust, Audiences UK and the
Theatre Management Association, as well as a wide range of individual cultural organisations, such as
Opera North, Northern Ballet, The Hepworth Wakefield, Scarborough Museums Trust, Arc in Stockton
and Music in the Round. He has managed a range of audience benchmarking projects, including for 14
theatres across Yorkshire and another for 8 art galleries.
Most recently, he has delivered analysis for Arts Council England on opera and ballet audiences across
England, for whom he also delivered training internally and externally as part of the roll-out of their
segmentation model Arts Audiences Insight. He also regularly delivers training on behalf of the
Theatrical Management Association, on both their Druidstone ‘Introduction to Arts Marketing’ and
CultureHive training programmes.
Before working for The Audience Agency, Oliver was a freelance arts research consultant and
Consultancy Manager for &Co, the cultural marketing house, having started his arts marketing career at
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Sheffield Galleries and Museums. He is a Board member of Art in the Park, a Sheffield participatory arts
charity and has an MA in Cultural Policy and Management from Sheffield Hallam University and a BA
(Hons) in English Language and Literature from the University of Oxford.
Tim Wood
Tim has been involved in promoting the arts for 18 years. He recently joined Rambert, the UK's leading
contemporary dance company, as Marketing Director, having previously worked for nine years as Director of
Communications at The Place, one of London’s most important dance theatres and schools. During his time at The
Place he helped to increase turnover by over 130% to around £7million, with annual audience and participant
numbers doubling to 100,000. He has also worked in marketing and PR roles in theatre for Nottingham Playhouse,
and in visual art, live art and stand-up comedy.
Tim has been a board member of the Arts Marketing Association, a membership organisation supporting the
professional development of people whose work involves engaging the public with arts and culture, since 2009,
becoming its Vice Chair in 2012. In this role he advises the AMA on strategy, oversees its operations, and helps to
plan the annual AMA conference which brings together around 600 arts and culture professionals. He has written
extensively on audience development, including for Arts Professional, Arts Industry, the Journal of Arts Marketing,
The Guardian Culture Professionals Network and Arts Council England.
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Michael Nabarro
Michael founded Spektrix after spotting a need for easy-to-use, no hassle box office software after
installing a ticketing system at the ADC Theatre in Cambridge. After graduating in Computer Science
from Cambridge University, Michael set about creating Spektrix with co-founder Matt Scarisbrick. The
result was a powerful piece of ticketing software based on ‘Software as a Service’ principles. He is now
responsible for the day-to-day management of Spektrix, drawing up the overall business plan, and
overseeing product design and development.
Michael is also an accomplished lighting designer, having trained at RADA, and has worked at the
National Theatre, Soho Theatre, HighTide, Nuffield Theatre and Theatre Royal Stratford East, among
others. He sits on the Council of Management of the Royal Theatrical Support Trust.
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Ed Newsome
Ed Newsome is Head of Marketing for Welsh National Opera. Ed has worked in the Arts for over a
decade. He began his career at his beloved home theatre, the Sunderland Empire as a Marketing
Assistant. In 2003 he moved to Wales to generate and develop audiences for his beloved art form,
opera.
Ed has been Head of Marketing at Welsh National Opera since 2008. During this time Ed implemented
the learning from the first attitudinal segmentation of its kind in the UK and has developed pricing
models designed to encourage audiences to attend more frequently and consume a broader diet of
opera. Ed has been a resident tutor at the TMA Essentials of Marketing course for emerging arts
marketers for the past two years.
Ed Newsome é o Diretor de Marketing da Welsh National Opera. Trabalha no setor das artes há mais de
uma década. Ed começou a sua carreira no teatro da sua terra natal, o Sunderland Empire, como
Assistente de Marketing. Em 2003 mudou-se para Gales com o objetivo de gerar e desenvolver
audiências para sua a expressão de arte preferida, a ópera.
Ed Newsome é o Diretor de Marketing da Welsh National Opera desde 2008. Durante este tempo
implementou os resultados do primeiro estudo que se fez sobre a segmentação de comportamentos no
Reino Unido e tem vindo a desenvolver modelos que visam incentivar o público a frequentar com mais
assiduidade a ópera nas suas várias formas. Nos dois últimos anos Ed tem sido tutor residente no TMA
Essentials, no curso de Marketing para os profissionais de marketing emergentes do sector das artes.
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Welsh National Opera transforms lives through the power of opera across Wales and England. We are
passionate about opera and want to share this passion with as many people as possible. We do this with
award-winning performances of fully-staged operas which combine a sense of adventure with the
highest possible quality. We keep our performances accessible through affordable ticket prices. Beyond
the theatre we connect with people through our community and education work and digital projects.
A Welsh National Opera transforma vidas através do poder da ópera em todo País de Gales e Inglaterra.
A paixão pela ópera é partilhada com o maior número de pessoas possível. Trabalhamos com
performances premiadas de óperas totalmente encenados que combinam um sentido de aventura com a
melhor qualidade possível. As performances são bastante acessíveis com preços de ingresso muito
razoáveis. Além do teatro estabelecemos contacto com as pessoas da nossa comunidade, na área da
educação e em projetos digitais.
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Andrew Bennett
Since graduating from the University of Durham, Andrew Bennett has enjoyed a varied career in arts
management, including stints in theatre, events management, orchestras and opera. He has worked in
senior capacities for the Royal Liverpool Philharmonic, Ulster and Philharmonia orchestras, before
spending six years at City of Birmingham Touring Opera. A fixed-term contract as Chief Executive of
Northern Sinfonia led to the integration of that orchestra into the new management structure of The
Sage Gateshead. From 2001 he worked as a freelance arts manager and consultant for a number of
clients including the British Council (UK, Netherlands and Croatia, amongst others) and the Colombian
Ministry of Culture. Work for Casa da Música in Portugal, the distinctive multi-auditorium venue which
opened in April 2005, increased to include running the postgraduate Opera Studio and resulted in a
move to the city of Porto in 2003. In September 2006 he was invited to become General Manager of
Orquestra Nacional do Porto, now renamed Orquestra Sinfónica do Porto Casa da Música. The last five
years has seen a remarkable rise in the orchestra’s profile, embarking on ambitious programming and
international touring – including to Austria, France, Spain, Brazil and Benelux.
Desde que se formou pela Universidade de Durham, Andrew Bennett teve uma carreira variada em
gestão artística, incluindo teatro, administração de espectáculos, orquestras e ópera. Desempenhou
cargos de Coordenação, Direcção e Administração em entidades como a Royal Liverpool Philharmonic,
orquestras Ulster e Philharmonia, que antecederam a sua passagem pela City of Birmingham Touring
Opera onde permaneceu por seis anos. Teve a seu cargo a Direcção Executiva da orquestra Northern
Sinfonia de Newcastle durante dois anos e, no final deste período, esta orquestra integrou uma nova
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organização artística, The Sage Gateshead, projecto mais semelhante ao da Casa da Música. Desde
2001, trabalhou como gestor artístico 'freelance' e consultor para uma série de clientes, incluindo o
British Council (Reino Unido, Holanda e Croácia, entre outros) e o Ministério da Cultura da Colômbia. No
início de 2003 mudou-se para o Porto, na altura em que aumentaram as suas responsabilidades na Casa
da Música. Além do seu papel contínuo (desde Novembro de 2001) no âmbito da promoção internacional
desta instituição no mundo musical e como assessor artístico, assumiu a coordenação do Estúdio de
Ópera. Em Setembro de 2006 assumiu novas responsabilidades como Coordenador da então Orquestra
Nacional do Porto, actualmente designada Orquestra Sinfónica do Porto Casa da Música. Nos últimos
cinco anos tem sido evidente a notariedade da orquestra, que tem percorrido um caminho de
programação ambiciosa e digressões internacionais - incluindo à Áustria, França, Espanha, Brasil e
Benelux.