Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

This programme is specifically designed for established arts marketers working at head of department / director level who are responsible for leading strategic direction for their organisation/team.

Participants will work with industry experts, leading business thinkers, and peers from across the sector to explore the changing role of leadership and organisational development in the arts today.

They will augment existing, high-level marketing skills, with business planning, organisational development, financial strategies, leadership, and entrepreneurial skills to generate the confidence, credibility and resilience required to perform effectively as a leader at the highest level within the arts and cultural sector.

Level three - for heads of department and directors

5-8 February 2012, Cambridge

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

Programme5th to 8th February 2012

Keynote

Augment your high-level marketing and audience development skills with organisational development, business planning, leadership and entrepreneurial skills.

Organisational development

John Knell, Co-FounderIntelligence Agency

We are witnessing profound changes in society today. This opening keynote will

address these changes head on and will explore the role of the marketing department in shaping the organisation’s future.

Issues to be covered are broad and diverse including business planning, leadership, strategic partnerships, finance, and the impact your arts organisation has on society.

Learn how to transform your organisation and your role within it.

MONDAY 9AM

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

Business models, plans and organisational development

Diane Ragsdale Is there any such thing as a standard business model for the arts?

The elements required to create a relevant and effective business model and plan for an international touring theatre company, for example, may well be very different to the elements of the plan required to guide a regional contemporary gallery.

Module one

This workshop will set participants on the journey to devising and creating the right business planning approach for their organisation, for their artistic policies, and for their audiences, visitors and participants.

Participants will be given a framework and tools to assess and review their current business model and to help them plan a direction for the future of the company.

A business model describes the rationale of how an organisation creates, delivers and captures value.

This session will explore what this means for the arts and how to adapt business thinking for the sector.

MONDAY 10.30AM

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

Financial strategies

Susan Royce, Change management consultant

Susan works at the ‘sharp end’ of change – most of her work is with organisations and leaders that need or want to make radical changes in how they operate.

This includes work with Arts Council England as part of the Sustain funding for arts organisations that were having

financial difficulties as a result of the recession.

This workshop will explore how to create a financial strategy which not only offers long-term financial viability, but also enables you to remain mission-led and audience-focused.

It will explore the cost and revenue building blocks of the business model, highlighting how to identify appropriate income streams which take into account predicted revenue, cost and risk factors, and your organisation’s aims.

How might you craft the optimum financial strategy so that your organisation can fulfil its objectives and thrive during the next business plan period?

Module two MONDAY 12.45PM

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

Module three

The external environment

Diane Ragsdale

This workshop will bring delegates together to explore the changing external landscape in which our organisations operate.

It will recap on environment scanning (i.e. current PEST influences) and will show how to use this information to inform our business models and plans.

Diane will provide delegates with a model to help them review their external relations strategy in line with the business plan and mission, and in line with the changing external environment, to ensure that the company remains relevant, meaningful and present in its community today.

This will include looking at partnerships, collaborations and alliances; sponsor and funder relations; press and media influence; board and staff input; and other stakeholder relationships.

TUESDAY 9AM

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

Module four

Leadership in the arts and cultural sector

Mark Wright, Learning Design Consultant and Facilitator

The process of business planning, marketing and audience development planning, creating a digital strategy and organisational development plans (etc.) implies new thinking and change for the company and for your team.

This session will build on the planning process by exploring your personal

leadership style and how this fits with the skills required to effectively implement strategies and change.

Together with the executive coaching (optional) and reflection sets, this session is designed to help participants generate the confidence, credibility and resilience to perform effectively as leaders at the highest level within the arts and cultural sector.

TUESDAY 10.45AM

I think it’s fair to say I was buzzing before, during and now after the event. The content was inspiring, the people lovely, the organisation excellent and it was great to get back to Cambridge. After AMA retreat level three, October 2010

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

The changing role of leadership

Peter BellinghamManaging DirectorWelsh National Opera

Tony ButlerDirectorMuseum of East Anglian Life

The arts are increasingly working in a more open, interactive way with audiences and visitors – from co-curated exhibitions, to crowd-sourced performances, to online discussion, and user-generated marketing – the divide between the public and the arts organisation is increasing being dissolved.

Who is the ‘director’, who is the ‘marketer’, who is the ‘audience’?

As these roles and others merge within the connected world of co-creation, what does this mean for the very nature of leadership?

This connected way of working requires agile, flexible organisations that are ready to respond to the views of a broad range of partners and stakeholders and it therefore requires agile, flexible leadership to thrive in this connected world. Participants will be given the opportunity to quiz a number of guest leaders from a range of arts organisations. These guests will act as round table hosts, providing you with the rare opportu-nity to chat to them in a small group context. Hear first hand how some of the business leaders working in the arts today are developing a more flexible, collaborative leadership style.

Round table discussions

Sue CofferAdministrative DirectorNorthern Stage

Faith LiddellDirectorFestivals Edinburgh

TUESDAY 1.30PM

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

Module five

Planning and creating a change plan for your organisation

Mark Wright, Learning Design Consultant and Facilitator Managing change successfully – moving your organisation forward to meet new goals with problems anticipated and disruptions minimised – is demanding.

This session will explore how to develop a state of mind within your team to help the organisation to become more agile, daring and responsive.

Participants will discuss how to develop a culture of creativity that will support their team and / or organisation in its bid to remain vibrant and meaningful in a society where change is rapidly becoming the status quo.

WEDNESDAY 9AM

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

The working groups will be asked to put their business planning skills to the test to outline a strategic direction for the organisation for the next 3–5 years and to outline what needs to change or develop in order to achieve a balance of artistic excellence, public engagement, and financial stability.

The business planning exercise will involve delegates working together, collaborating with peers from across a range of different art forms, to solve business planning challenges.

Business planning working groups

Each group will be given a case study from a fictional arts organisation (this will be sent out in advance for delegates to read and make a few brief notes on). On the last day of the AMA retreat, each group will present their recommenda-tions and plans to the rest of the cohort.

Each group has a maximum of five minutes for their presentations followed by a discussion on the key themes and ideas arising from the presentations.

Each day the participants will be allocated time to spend within their‘reflection sets’.

The purpose of these sets is to provide time and peer-support to reflect on and explore how the theory applies to them, to their current organisation, and to their future career ambitions.

Each set will provide a safe learning environment for participants to review the strategic options and future directions open to them.

Reflection sets

DAILY

DAILY

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

Møller Centre, Cambridgewww.mollercentre.co.uk ‘The Møller centre was an excellent venue choice. The atmosphere was perfect for a retreat. The food was of a very high standard and there was plenty of it!’ After AMA retreat in March 2011

The Møller Centre is a residential training and conference centre in Cambridge with stunning architecture, creative working spaces, great food and contemporary accommodation.

Located at the crossroads of the UK’s main transport network, being just one mile from the M11 motorway and a short taxi ride from Cambridge railway station with its frequent express services to London Kings Cross (45 minutes), London Liverpool Street (1 hour and 15 minutes) and Stansted Airport (30 minutes), it is easy to get to.

Location

Sunday 5th to Wednesday 8th February 2012The Møller Centre, Cambridge

AMA retreat photos by www.leocinicolo.com

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

The cost is £950 +VAT for AMA members. Non-members must join the AMA to take part in this programme.

Membership starts from just £30 +VAT.Email isky@a-m-a.co.uk for moreinformation on membership.

The cost includes:- three-day intensive training course with highly experienced trainers and guest speakers- three nights accommodation in the Møller Centre- all meals during the programme e.g. extensive breakfast and lunch buffet plus wide choice of refreshments- Learning Log folder with handouts, presentations and further reading materials

Cost and bursaries

Arts Council Wales, Audiences UK and Creative Scotland will be providing bursaries to selected candidates.

Arts Council Wales bursaryArts Council Wales will provide four bursaries at £750 each for either AMA retreat (level one and level three) de-pending on demand. These are available to heads of department / directors (or equivalent) working within an arts organisation in Wales.download bursary application form

Audiences UK bursaryAudiences UK will provide one 50% bursary (£475) for a head of department / director (or equivalent) of one of the UK’s audience development agencies.download bursary application form

Creative Scotland bursrayCreative Scotland will provide one full bursary (£950) for somebody who works at head of department / director level (or equivalent) within the arts, culture and creative industries in Scotland.download bursary application form

* Bursaries may not be awarded to more than one person from the same organisation.

£950 +VAT

To book your place, please fill in the short application form on the last page of this brochure and return it to anne@a-m-a.co.uk by 21 November.

Please also take a look at the bookingterms and conditions

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

It’s rare that you attend some training that really affects how you think and feel about what you do. The AMA retreat cajoled, stimulated, intrigued and when necessary prodded me into some fresh thinking with a big, sharp stick. And an added bonus - I have met some wonderful people who were so generous with their thoughts and their company. Without doubt a unique getaway for the marketing mind.’Carol Jones, Head of Marketing, Chapter Arts

Places will be allocated on a first-come first-served basis. Book now by completing the simple application form (see next page) and return it to anne@a-m-a.co.uk by 21 November. Please email anne@a-m-a.co.uk if you would like a Word version of the application form.

w: www.a-m-a.co.uk/AMAretreats/threet: +44 1223 578078

Arts Marketing Association, registered in England 2814725

Arts Marketing Association / AMA retreats www.a-m-a.co.uk/AMAretreats/three

marketing leadership programme

BOOKING FORM: AMA retreat – level three– heads of department and directors 5 to 8 February 2012, Cambridge

Please complete this simple booking form and return it to the AMA office by 21 November 2011. You can e-mail it to anne@a-m-a.co.uk or post to: AMA, 7a Clifton Court, Clifton Road, Cambridge CB1 7BN.We will contact you within 5 days of receipt of your booking to confirm your place and send you a confirmation letter and invoice.

Name:

Job title:

Organisation:

Email:

Telephone:

Address:

2. How long have you been working at head of department / director level?

Up to 1 year Up to 9 years

Up to 3 years 10 years or more

Up to 5 years

3. Are you a current AMA member? Yes No*

*Please note that you must be a current AMA member to take part in the AMA retreatsprogramme. Membership starts from £55 for a 6 month trial membership. For more information and to join, go to www.a-m-a.co.uk or email isky@a-m-a.co.uk

If you have any queries, please contact Anne Freitag at anne@a-m-a.co.ukor on 01223 578078.