2nd INTERNATIONAL AUDIENCE DEVELOPMENT FORUM
OUR AUDIENCE OF THE FUTURE
Wednesday, 16 September 2026
Croatian National Theatre in Zagreb
The Croatian National Theatre in Zagreb is pleased to announce the second edition of the International Audience Development Forum, taking place on 16 September 2026, following the highly successful inaugural edition in 2025, which brought together more than one hundred participants – theatre professionals, communications and marketing experts, researchers, cultural managers and artists from Croatia and abroad.
Under the title Our Audience of the Future, the second edition continues to build a platform for the exchange of knowledge, experience and innovative practices in audience development – one of the key challenges facing contemporary performing arts and cultural institutions.
At a time of rapid social change, digital transformation and evolving cultural habits, the relationship between cultural institutions and their audiences has become central to their relevance, resilience and future development. The Forum therefore asks a fundamental question: Who is our audience of the future, and how can cultural organisations build meaningful, lasting relationships with increasingly diverse communities?
Particular attention will be given to diversity, accessibility, younger audiences, changing patterns of cultural participation, research and data, innovative programming, co-design and new approaches to engagement.
Through this Forum, the Croatian National Theatre in Zagreb further strengthens its role as a regional leader in exploring and implementing contemporary models of audience development. By bringing together prominent Croatian and international experts, the Theatre seeks to contribute actively to strategies that move beyond traditional approaches and create space for more inclusive, engaged and diverse cultural participation.
The programme combines theoretical perspectives with practical examples, European case studies and interactive formats. It brings together experiences from different institutional environments – from national theatres and independent organisations to museums, festivals and opera companies – encouraging dialogue across disciplines and borders.
The Forum is intended for professionals working across the cultural sector, including theatre and festival professionals, cultural managers, marketing and communications specialists, educators, researchers, policymakers and artists, as well as everyone interested in actively shaping the future relationship between art, cultural institutions and their audiences.
Admission is free. Capacity is limited.
PROGRAMME
10.00
Welcome Address
Iva Hraste Sočo, PhD
General Manager and Artistic Director of the Croatian National Theatre in Zagreb
Vice-President of Opera Europa
The Forum will open with a welcome address by Iva Hraste Sočo, PhD, introducing the central theme of the second edition – Our Audience of the Future – and reflecting on audience development as an essential part of the long-term strategy and social responsibility of contemporary cultural institutions.
The welcome address will be delivered in Croatian with English subtitles.
10.10
Panel Discussion
Approaches, Projects and Models for Audience Engagement and Development in Different Contexts
The opening panel brings together leading cultural managers and experts from different fields and institutional contexts to discuss how cultural organisations can attract, understand and develop their audiences.
Through examples from theatre, opera, museums, galleries, communications and cultural policy, the discussion will explore different models of audience engagement, the importance of diversity and accessibility, the relationship between artistic programming and audience strategy, and the ways in which institutions can respond to changing expectations and cultural habits.
Panellists
Božo Skoko, Professor at Algebra Bernays University and one of Croatia’s leading experts in branding, strategic communications and identity management
Alan Kavčič, Director of Marketing and Promotion, Slovenian National Theatre Maribor
Sonja Kovačić, General Manager, Satirical Theatre Kerempuh, Zagreb
Naima Balić, Experienced cultural professional and audience development expert; former Deputy Minister of Culture of the Republic of Croatia
Jordane Michard, Director of Communications and Marketing, Opéra de Monte-Carlo
Moderator: Mario Gigović, Director of Creative Production, Croatian National Theatre in Zagreb
The panel discussion will be held in English.
11.10 – 11.25
Keynote Address
Women’s Leadership and Audience Development
Heidi Wiley, Executive Director, European Theatre Convention (ETC)
Drawing on her extensive European experience and work with theatre organisations across the continent, Heidi Wiley will address the relationship between leadership, representation and audience development.
The keynote will explore how diverse leadership can influence institutional priorities, organisational culture and the ways theatres understand and engage with their communities. It will also consider the role of women in shaping more open, representative and audience-focused cultural institutions across Europe.
The keynote address will be delivered in English.
11.30 – 12.30
European Success Stories in Audience Development
Prof. Darko Lukić, PhD
This session will examine successful European examples of audience development and consider what can be learned from institutions and projects that have succeeded in creating new and sustainable relationships with their audiences.
Through selected case studies, Prof. Darko Lukić will explore how innovative programming, communication, participation and long-term strategic thinking can transform the relationship between cultural organisations and their communities.
Rather than approaching audience development solely as a marketing tool, the session will examine it as an integral part of an institution’s artistic, organisational and social mission.
The presentation will be delivered in Croatian.
12.30
Lunch Break
Sound Hall
14.00
RESEO Audience Development & Research Workshop
Bridging the Gap: Innovative Programming and Co-Design for Young Adults
In collaboration with RESEO – European Network for Opera, Music and Dance Education
The afternoon programme focuses on one of the most important questions facing cultural institutions across Europe: how to create meaningful and sustainable relationships with young adults aged 18–30. Led by three experienced European practitioners, the workshop combines research, European examples, an in-depth case study and collaborative work. Participants will be encouraged to draw on international experience to develop practical ideas applicable to their own organisations.
The workshop will be held in English.
Part I – Insights & Case Studies
Introduction to RESEO & Data Reflection
The workshop begins with an introduction to RESEO and its European research and knowledge-sharing activities.
Registration data from Forum participants will be compared with broader European findings from RESEO’s research, providing an immediate picture of how participating institutions approach younger audiences and where common challenges and opportunities may lie.
European Overview of Programming for Audiences Aged 18–30
The session will provide an overview of current European initiatives specifically designed for young adults.
Through selected examples and interactive questions, participants will examine different approaches to programming, communication, participation and community-building, as well as the factors that influence whether younger audiences perceive cultural institutions as relevant and accessible.
In-Depth Case Study: Festival d’Aix-en-Provence
An inside look at the methodology, challenges and successes of audience engagement strategies developed by the Passerelles Department of the Festival d’Aix-en-Provence.
The case study will examine how one of Europe’s leading opera festivals develops relationships with new and diverse audiences and connects artistic programming with education, participation and long-term engagement.
Part II – Co-Design Lab & Action Planning
Co-Design Lab: Developing Institutional Strategies
Inspired by the experience of Garsington Opera, this practical collaborative session will invite participants to develop programme ideas specifically aimed at audiences aged 18–30.
Working together, participants will consider how international examples can be adapted to their own institutional realities, resources, communities and artistic programmes.
The objective is to move beyond general discussion and towards concrete, applicable audience-development concepts and strategies that participants can take back to their organisations.
Conclusions & Q&A
The Forum concludes with an open session for reflections, shared takeaways and questions.
Participants will have an opportunity to discuss the ideas developed during the workshop, exchange experiences with colleagues and identify possible next steps for their organisations.
Workshop Leaders
Frédérique Tessier, Head of the Passerelles Department, Festival d’Aix-en-Provence
Vania Cauzillo, Chair of RESEO and Co-Artistic Director, Compagnia l’Albero
Karen Gillingham, Freelance Opera Director, Facilitator and Creative Director of Learning & Participation at Garsington Opera
The 2nd International Audience Development Forum – Our Audience of the Future is organised by the Croatian National Theatre in Zagreb as a platform for international dialogue, knowledge exchange and the development of new approaches to building stronger, more diverse and sustainable relationships between cultural institutions and their audiences.
