Family audience development

What family work usually looks like

A family audience project tends to cover some or all of the following.

• A clear brief from the client about which type of family is wanted, including age range
• Outreach to my list of families, family workers, community groups and parent networks
• Communication that puts age suitability, running times and intervals up front, so families know exactly what to expect
• Practical support for families who have not been to a theatre, exhibition or gallery before
• Surveys and feedback from the families themselves and from the family workers who brought them
• Building the relationship for next time, so the family becomes a returning audience

Age suitability matters to me. I always include it in everything I send out, because I never want a family to feel uncomfortable in a space. Running times and intervals matter for the same reason. Families plan their day around what they are coming to see.

Who I work with on family projects

Family audience work tends to come from:

• Producers of family theatre, family-friendly musicals or family work where the audience needs nudging beyond the parent-with-child default
• Theatres programming family-friendly matinees, school holiday seasons, pantomime runs or intergenerational events
• Galleries and museums mounting exhibitions with strong family appeal and wanting whole families through the door
• Heritage sites with family-friendly events that want to reach beyond their existing visitor base

Questions family-focused clients often ask

Can you target a specific kind of family? Yes. Most briefs are broad, but where the brief is specific (families with teenagers, families with under-fives, intergenerational audiences) I can target accordingly.

Do you cover families outside London? Yes. My family contacts span across the UK, including in regional cities where I have toured shows or worked with venues over the years.

How early should I bring you in? Earlier is better, particularly for school-holiday seasons. Six to eight weeks ahead is common. I have done shorter runs too where the brief is tight.

Will the families come back? That is always the goal. A first family visit that goes well becomes a regular habit, and families bring other families with them. Word of mouth in family audiences is some of the most powerful word of mouth there is.