New Audiences for inclusive relaxed performance of The Mikado

• The Arts Council England’s 10-year strategy charged its national portfolio organisations to increase the participation in the arts
• English National Opera was failing to provide access to audiences often excluded from live performance
• The organisation directed its efforts to creating relaxed performances, ideal for people with learning disabilities or autism, or anyone who would benefit from a more relaxed environment
• A new audience needed to be developed for the event

• Worked with over 15 external charities and experts working with the neurodiverse to deepen understanding of the needs of the audience to select the right performance
• Developed a ticketing and audience engagement strategy for the selected performance of The Mikado
• Led the collaboration between departments to deepen the understanding of the audience needs and access requirements from changes in performance lighting and sound levels to appropriate language training for front of house staff
• Coordinated the creation of a new ticketing process allowing customers to access booking services through online chat, audio enhancement and email.
• Organised the communications strategy for the relaxed performance ensuring a measurement, evaluation and learning framework was created for audiences and staff
• Managed the creation of assets and chill out areas for the performance to enhance the audience’s appreciation and participation with the event

85% of audience new to ENO

42% said they would attend future relaxed performances

78% of audiences were families  

50% were attending a relaxed performance for the 1st time