Chair of the conference

Our chair of the conference this year; Georgio has one foot in the theatre world with many years as a stage director and one in corporate business.

Georgio has developed the 3S theory: Stories, Stages, and Strategies. In a highly competitive world, he helps organisations to get the messages across. All his philosophy is audience-oriented.

In the corporate world, Georgio works in luxury, high-tech and design brands. He will bring the best of both worlds – his experience as a stage director as well as in the business world- throughout the conference.

Keynote speaker

Who are the next audiences for arts? How will they dress, behave and act in ten years’ time? How can you start working with a prospective mindset to rethink your audiences’ policy today?

Find out and discuss in a thought-provoking keynote speech delivered by Françoise Serralta, renowned international trends and research manager with more than 30 years of experience at PeclersParis, one of the most prestigious agencies specialising in prospective and consumer trends.

Françoise works for Levi’s, Coca Cola and Apple and is a tech-savvy person

Masterclass session

Andrew's work focuses on helping arts organisations have a deeper understanding of audiences: their motives, needs, perceptions, attitudes, behaviours and responses. Beyond evaluation, this insight is a catalyst for organisational change that is driven by artistic objectives but focus on audience outcome.

Andrew will wrap the conference with a masterclass session on how to develop an audience-focused mind to help your organisation assert their goals and develop their visitorship in a way that is right for them.

Andrew has served as Chair of the Visitor Studies Group UK and teaches and lectures widely. A guest lecturer at Goldsmiths College, London, his recent international work includes clients in Australia, New Zealand, Portugal, Russia and the United States.

Masterclass session

Simon is regarded as one of the top experts in audience insight. As a brand manager for Nescafé and a marketing Director of Heineken and Stella Artois he has a high understanding and strong expertise in lifestyle brands. In his strategy consultancy, he knows the art world very well as he deals with a variety of cultural venues such as British Museum, Southbank Centre, National Gallery and Natural History Museum.

He has worked on projects dealing with issues as diverse as audience insight, campaign planning, exhibition attendance forecasting and advertising evaluation. For us in Vienna, he will share his key learnings from the non visitor survey campaign conducted by Muse for the account of the Victoria and Albert Museum in London. Who are the non visitors, why don’t they come to our galleries and museums? We have much to learn from them to adapt our communication strategy. In a master class, Simon will explain the benchmarking techniques to identify these new audiences which will be tomorrow’s visitors.