Escenium 2010’s objective is to promote a reflection process on the performing arts markets from the analysis of data, models and good practices to identify challenges and define collective strategies for the creation, development and consolidation of audiences, considering that these are the main deciding factor for the sustainability of the sector in years to come.

The main challenge in the performing arts sector from the nineteen eighties onwards has been developing as a professional sector. Although different processes have taken place in the various subsectors (theatre, dance, circus, opera and other performing arts), private initiative and public policies have, generally speaking, given a boost to a big growth based on:

• A substantial, diversified and high quality stage production in contents and aesthetics.
• The creation of top quality territorial stage infrastructures.
• A considerable amount of fixed programmes and festivals with a wide territorial presence that has allowed for developing audiences.
• The basic associative coordination of the sector in autonomous region and State terms.

With the application of an offer-based development model it has been possible to activate a large part of the latent demand and obtain some very good audience statistics.

Despite stage consumption continuing to grow in a sustainable way, even in the current economic crisis, some oversupply indicators have been perceived that make the immediate application of demand creation and development polices advisable.

Furthermore, we do not know if the audiences that have arisen in these years have already consolidated their consumption habits and have obtained a good degree of stability in view of current factors. Neither do we know if the impact of the digital revolution in cultural habits, particularly in the younger generations, substantially affects stage consumption.

After three decades devoted to generating offer, we should now centre our thoughts on the markets. We are convinced that an ideal management of audiences is the main deciding factor to ensure the sustainability of the sector for the years to come and, furthermore, the main justification behind the public resources allocated for its development.