Our first student was Emma Coleman, who undertook a development and training programme in Theatrical Marketing. Emma has been offered a job with a major theatrical marketing agency in London on completion of her studies. Maureen McDonagh, who will be with us till August 2000, has replaced her. We look forward to an on-going relationship. In management terms the arts world is becoming increasingly more professional than ever.
Theatres can no longer accumulate massive debts without anyone realising.
Arts marketing has become a precise science, using audience profiling and carefully targeted publicity to promote events rather than pouring money into huge blanket mailings. The increasing demand in the employers market for professional and vocationally trained people to work for arts companies has been reflected by the relative increase in the number of degree courses in arts management and administration. It is no longer acceptable to have a love of the arts in order to secure a top level management job. The arts represents a huge industry but in a small world. Professional arts workers soon become aware not only of the important people within their own working environment but also of the key players in the industry as a whole.