On any given night there are unsold seats in performance venues across Sydney. What if those seats were sold to high school students at an affordable price so they could have an unforgettable experience of the arts? That’s exactly what the City of Sydney is aiming to do with its proposed new ‘Theatre Passport’ scheme.
“Throughout our extensive community consultation for the City of Sydney’s Cultural Policy and Action Plan, we heard time and again that young people wanted more opportunities to connect with affordable culture,” said Lisa Colley, manager of cultural strategy at the City of Sydney.
“Of the many ideas presented as a solution, Adelaide’s Theatre Passport Scheme was one of the most celebrated.”
From the late 70s to the early 90s this successful program allowed students to buy a ticket from around five dollars from a pool of unsold seats made available by South Australian theatre companies.
“The big picture behind a program like this is about building a culturally vibrant and creative city,” said Colley. “It’s also about building a culture of empathy and understanding.”
For many of us, early exposure to theatre, dance or music nurtures a lifelong love of the arts. The theatre is a place where young people can build the muscles of compassion, practice listening and engage with people who are not like themselves. At any age, the performing arts can challenge us to empathise and understand each other.
As part of the City’s Cultural Policy and Action Plan, the City is seeking to support a culturally engaged creative entrepreneur, organisation or consortium to deliver a program that offers high school students affordable tickets from unsold seat stock in Sydney’s cultural venues.
“We have a small amount to invest, but a really big ambition,” said Colley. “We can only do this in partnership with an organisation who has the expertise and shares our vision.”
The proposed ‘Theatre Passport’ scheme aims to supplement education programming, concession ticketing or other initiatives that theatre companies already provide for young people.
This sector-building initiative comes off the back of a recent program, Art Money, which was also initiated through the City’s Cultural Policy. Art Money, now a national program, makes buying art easier and more affordable by providing interest-free loans to art lovers.
Through Art Money, the City has seen how a small investment can realise a large ambition. The City hopes they can find the right partners to make the ‘Theatre Passport’ scheme equally successful.
“We supported Art Money by providing one off seed funding to 10 Group, the team behind Art Money. We also contributed research into similar schemes operating locally and internationally. We knew a similar Tasmanian program worked, but we didn’t know if it could be replicated in Sydney. Happily, Art Money has been a great success.”
The City has conducted market research for the ‘Theatre Passport’ scheme to see if there is demand.
“The numbers are promising,” added Colley. “It’s estimated that between 11,000 and 20,000 high school students could access this program over the course of a year.”
Colley said the right provider for the ‘Theatre Passport’ scheme will need to know how to market to young people, understand the technology required for promoting and selling tickets and have insight into how Sydney’s cultural institutions work. But she’s open to ideas as to how to make the program a success.
“This is about building the audiences of the future. It’s time to encourage the next generation of interest.”
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]