Photo: Robert Bloomfield

At the heart of our work is the ambition to blend artistic innovation, excellence and popular appeal in order to open opportunities to nondance audiences and deepen the experience for traditional dance attenders.

2016 saw the continued successful implementation of our three year audience development and community participation strategy. A commitment by the company to review, establish and utilise good data and insight to build new audiences has resulted in a much more focused and targeted approach: a deeper understanding of who we currently attract alongside opportunities to connect with new and diverse groups across the demographic of our audiences in relation to gender, disability and ethnicity.

Our five key audience development principles, ensuring accessibility, relevance and artistic quality for all audiences have provided a valuable framework for our activity:

1) The Experience, placing audiences at the heart of our creative programme

2) Embedding and delivering a consistent Learning and Participation Plan

3) Partnership Working

4) Building our International reputation

5) Digital engagement