Project Title

Adeste + (Audience Development Strategies for cultural organizations in Europe)

Project Goal

Develop a methodology for organisational change, focussing on the audience. The aims of the project are to develop new methods of working with the audience, enact organizational change, cooperate with European partners, attract new audiences, and increase the engagement and participation of existing audiences.


1 August 2018 – 31 March 2022


  1. The development of an ADESTE+ draft (blueprint) for the implementation of audience development programs in cultural organizations
  2. Five capacity-building workshops will be held for several participants from each organizations, at the locations of the organizations, with the following topics: Who is our audience and who can be our audience? (Research and analysis of collected data and prioritization for each organization). What do we say and how do we say it? (Identifying communication strategies and implementation) What can we do to become more relevant? (Specific offers for target audiences) New business models (Possible revenues from different models of focusing on working with the audience) What next? Support and long-term implementation of introduced changes (through action learning).
  3. Development and implementation of six individual audience development programs, for each partner institution, from July 2019 to September 2020 (changes within the organization and action towards the audience). The partner in the implementation of the Zajc program is Kultura nova. Activities for each partner: 5 new activities of the institution involving the audience; 15 mentoring workshops led by a facilitator (from Kultura Nova) for a group of employees of the institution; buddy program (15 virtual exchanges of knowledge and experiences) between CNT Ivan Zajc and the Gulbenkian Foundation (Lisbon) and mutual visits by the project leaders.
  4. Cascade program for the transfer of acquired knowledge and experience: three international seven-day summer schools for cultural professionals, with each summer school attended by approximately 300 people: Lisbon, Portugal – September 2019. Rijeka, Croatia – September 2020, Turin, Italy – September 2021
  5. Extended cascade program in 2021: workshops within partner countries (5 new institutions) and in new countries: Estonia, France, Germany, Greece and Norway.


  • Fondazione Fitzcarraldo, Milan, Italy
  • CNT Ivan Zajc Rijeka
  • Melting Pro Learning Societa Cooperativa, Rome, Italy
  • The Audience Agency, Manchester, UK
  • Centre for Kunst Og Interkultur, Copenhagen, Denmark
  • Map of the Ideas – Edicoes de Publicacoes Lda, Lisbon, Portugal
  • Nova Kultura Foundation, Zagreb
  • Universidad De La Iglesia De Deusto Entidad Religiosa, Bilbao, Spain
  • Fondazione Del Teatro Stabile Di Torino, Turin, Italy
  • Colchester Mercury Theatre Ltd, Colchester, UK
  • Sociedad Municipal Zaragoza Cultural Sau, Zaragoza, Spain
  • Fundacao Calouste Gulbenkian, Lisbon, Portugal
  • Norrebro Theater, Copenhagen, Denmark
  • City of Warsaw, Poland
  • Compagnia di San Paolo, Turin, Italy


  • Total project value: EUR 2,310,699.59
  • Co-financed by EU funds: EUR 1,154,723.32

Financed under

Creative Europe – Culture

Official site

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