Open House Europe, in collaboration with the research and design agency “The Critical,” is thrilled to announce the publication of the Audience Development Guide for Open House festivals. This comprehensive guide is designed to assist event organisers in enhancing their audience engagement initiatives, fostering a more inclusive and accessible event, and fostering a deeper connection with both existing and new audiences. The guide is a valuable resource for Open House organisers, as well as for cultural and creative organisations that are seeking inspiration for strategic audience development.

The Audience Development Guide provides a framework that is both adaptable and flexible, recognising that each Open House festival has a distinct approach to engaging the public. The guide offers a comprehensive toolkit for the planning of audience engagement activities, rather than imposing strict targets or action plans. It also provides a compilation of effective strategies gathered through research, surveys, and workshops with Open House Europe partners. Although these practices are noteworthy, they are intended to be customised to the unique requirements and objectives of each festival.

Key concepts such as equity, accessibility, and inclusion are essential for the development of events that accurately represent diverse societies and are central to the guide. The guide invites festival organisers to examine strategies for diversifying, deepening, and broadening their audiences, whether by engaging under-represented groups, strengthening relationships with current attendees, or attracting more visitors. Ultimately, the impact of their festivals can be improved by organisers who adhere to the principles outlined in the guide, which can establish more meaningful connections between professionals and the wider public.

Organisers of the Open House festivals and cultural professionals are encouraged to examine this guide and employ it as a resource for introspection and action. The Audience Development Guide is an essential resource for imagining a more connected and equitable future for architecture culture, as it emphasises community building, accessibility, and inclusivity.