An exploratory study of events showcasing the performing arts in Edinburgh and whether better strategies to encourage the social inclusion of all audiences in the surrounding area could be implemented; with a specific insight into Edinburgh theatres.

Abstract

This study looks to address the question of implementing social inclusion strategies in the events industry in order to encourage all types of class or social groups. This subject has attracted little interest in current literature, thus requiring further analysis and clarification. This project looks to explore this topic with particular insight in to the live-performing arts industry, focusing on the city of Edinburgh. With the aim of understanding whether Edinburgh theatres successfully encourage reach out to all social groups, the participant demographics with regards to location, age and career were kept as varied as possible. Through semi-structured interviews, the participants allowed an insight into both the audiences motivations and the theatre's outreach strategies to encourage audiences. The results suggested that at least a small proportion of Edinburgh theatres carried out a wide variety of outreach programmes in order to encourage all social or age groups. However, throughout the research process it became clear that those interviewed from an audience perspective did not reflect the outreach and encouragement programmes that the theatres claims are run. It was also clear that the main motivation for attending the theatre stemmed from time spent there as a child either with their family or with a school.