An analysis of creative New Zealand’s ‘Test Drive the Arts’ scheme to build and retain new audiences.
A key finding in Creative New Zealand research, published in New Zealanders and the arts: attitudes, attendance and participation in 2005, shows that 84% of “low attendees” (people who seldom go to an arts event) are interested in the arts even though they don’t go much. This finding was the trigger that prompted Creative New Zealand set up a pilot Test Drive the Arts scheme to run over one year. Four recurrently funded organisations (arts organisations funded on an annual or multi-year basis) were selected for the pilot. The overriding goal was to put 5000 people through the Test Drive the Arts scheme.
In this case study report, Iona McNaughton investigates the pilot Test Drive the Arts scheme, giving an overview of the program with insights from companies revealing some of the challenges, highlights and results to date.