The Barbican Centre

By Bernard Webb,2014-06-17 16:03
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The Barbican Centre ...

    The Barbican Centre

    Report By:

    Eva Collins

    Christina Husa

    Sara Strueby

Pacific Lutheran University School of Arts & Communication

    COMA 393: Business and Arts in London

     J-term 2008

    Dr. Amanda Feller & Dr. Ed Inch


    Table Of Contents

Preperation notes 3

    London Breifing Outline 5

    Organizational Tour Talk Q&A 8

    Member‟s notes 9

     Eva Collins 9

     Christina Husa 11

     Sara Strueby 12

    Final Presentation Outline 13

    Final Paper 17

    Bibliography 22

    Articles Referenced 23


    Preperation Notes

    I. The Barbican Centre

    A. History

    ? The barbican was originally built by the Romans to protect their

    new settlement.

    ? Officially opened March 3, 1982

    ? Brand identity: originally traditional art, but “however in the last

    decade has brought radical transformation bring all art forms

    under one roof” (Barbican, 2007)

    ? Structure: Set up as a business with directors, chairmen, and

    committee members

    ? Fit: It fits into the larger scheme of things by being the largest

    performing/multi-art center in Europe

    B. Mission & Vision

    ? The Barbican hopes “to be the beating heart of the City of

    London, a place of stimulation, refreshment, and adventure

    which reaches out beyond the confines of its walls to involve

    those within the Square Mile and far beyond” (Barbican, 2007).

    ? The Barbican incorporates new forms of art gradually

    C. Strategy for Future Success

    ? The sources of funding come from the City of London



    ? Sell tickets to shows, restaurant/bar, sponsorships, Corporate


    ? A recent threat on the Barbican is a lawsuit, for discriminating a


    ? Bring diverse art into the Barbican


    ? Art does not decorate a business; art is what makes a business



    London Briefing Outline I. Introduction

     A. The Barbican Centre-

    ? Only arts center to offer all arts under one roof

    1. History

    ? The word “Barbican” means tower over a gate

    ? It was first a settlement for Roman Invaders

    ? One of the homes of William Shakespeare, along with many

    thieves and “low lives”

    ? A bombing in WWII then devastated the area

    ? Plans for the new Barbican was put in place in 1962 and was

    finished in 1982

    2. Thesis

    ? With this rich history the Barbican Centre has flourished

    through a vision, strong management, and diversity of the


    II. Body

     A. The Barbican Vision

     1. “The heart of art in London” (Barbican, 2008)

    ? It is the home of all different art forms

    ? Tries to satisfy all tastes of society

    2. Strength: It is the largest multi-arts center in Europe


    ? 1.8 million annual footfall

    ? The only art center to offer all arts under one roof 3. Weakness: Who is their target market?

    ? Demographics are spilt pretty evenly between women and


    ? “Our multiple choice of audiences allows us to deliver wide

    ranging platform for bespoke and innovative sponsorships

    across all market sectors” (Barbican, 2008)

    B. The Barbican Management

     1. Running the Barbican like a company

    ? 6 different types of directors

    ? 2 chairmen

    ? 11 committee members

    2. Threat: Discrimination lawsuit

    ? “Threatens to tarnish its reputation” (Leppard, 2007)

    ? 42 year old house manager worked for 10 years miscarried

    ? Blames stubborn management for not allowing flextime

    ? In December, the woman won her case, and compensation

    will be awarded in March 08 3. Opportunity: Sponsorships

    ? Sponsoring companies receive benefits such as publicity,

    hospitality, and marketing


    ? The Barbican believes sponsoring the arts will: develop

    friendships with target audiences, enhance a live audience‟s

    experience, and develop the sponsor‟s brand

    ? 5 current sponsors, one of them is Sony

    C. The Barbican Diversity

     1. Art forms

    ? 6 different forms of art

    ? Theatre, art, dance, film, education, and music

    ? Home of the BBC symphony orchestra

    2. Marketing

    ? “Do Something Different” slogan

    ? The art forms branch from classical to modern

    ? Reaching to all economic levels, race, gender, age,


    ? Define themselves as a multi-arts and conference venue

    III. Conclusion

     1. With this rich history the Barbican has flourished through a vision,

     strong management, and diversity of the arts

    ? The barbican hits all aspects of the arts

    ? The barbican is run like a business

    ? This is why the barbican is the largest multi-art center in



    Organizational Tour-Talk Q&A 1. Q: What area(s) of the Barbican are most popular/profitable to the center?

     A: The Cinema is most profitable since it is the local cinema for surrounding

    locals. The Theatre and music is most popular though.

    2. Q: What area(s) are less popular/profitable?

     A: The recent gallery, Seduced: Art & Sex From Antiquity to Now, caused

    controversy, but brought in a large audience, which brought in a lot of money. They like

    to take risks, and they have the freedom to do that since the Arts Council doesn‟t sponsor


    3. Q: What large plans are in place for the Barbican in the next few years?

     A: Create a brand image for the Barbican and a Global Identity. Have Live

    streaming of shows and more web database. Increase customer relationships and work on

    audience development definitions.

    4. Q: What sets the Barbican apart from other art venues?

     A: The marketing sets the Barbican apart from other art venues. They have

    cohesion within all the different areas. Using new technology to their advantage.

    5. Q: Has the Barbican seen a decline in visitors since the lawsuit for discrimination?

     A: The Barbican was expecting a loss, but hasn‟t seen it yet. It is a landmark

    case for the Barbican and a real blow to them as an organization. It has not stopped an

    audience from coming.

    6. Q: What does the catch phrase “Do Something Different” means to the Barbican?


     A: It represents something different. It challenges consumers. They have seen a

    huge success from this campaign.

    7. Q: Who is the Barbican‟s target audience?

     A: The Barbican doesn‟t have a target market. There isn‟t a single group they

    focus on. They believer there is no need because they are so diverse in their activities that

    they hit everyone.

    8. Q: Does the confusion of the building deter people?

     A: It has hurt them in the past but now use it to their advantage as a sales point.

    It‟s a love-hate relationship: “find us, if you can.” The Barbican is the original prototype and was deliberately built to challenge the space.

    Member’s Notes

    Eva Collins

    ? 13 million pounds refurbishment

    o More accessible

    o Most difficult building to navigate

    o Rubric cube

    o Art is the last center to be refurbished

    ? Second largest art venue in the world

    ? Cinema seats 280

    ? Sunk building 2 levels below ground

    ? 11 levels in total (offices)

    ? Silk st. was never supposed to be a proper entrance

    ? Acoustics are one of the best in the world

    o Major orchestras

    o Jazz festivals, contemporary, afro-reggae, Brazilian

    ? Built around needs of companies

    o Guild house school of drama was first built

    o 2,000 flats

    o Tallest residential towers at the time completed

    o Has modern reflection, U/Z shape

    o Located on 35 acres 8 acres gardens and lakes

    o Evacuation plans- resting site

    ? Artists and playwrights

    o Theatre not allowed in city

    o Reference era in architecture


    o Crossing moat to enter a fort

    ? Barbican encouraged people to move back

    o 48 people after WWII

    o Self contained village

    o Green initiative-eco friendly

    o Houses a library

    o References the past, wanted something new, excitement

    o Most infamous

    o Built in an inaccessible area

    o Increases profits as area built up

    o Lots of tourists, 3 million a year

    ? Cinema

    o Previews: recently kite runner

    o Pit theatre- mass grave from plaque (myth)- 200 seats

    ? Every area is independently run

    o Most money comes in from conferences from business‟ around city

    Presentation by Chris Denton: Head of marketing, member or board of directors

    ? Using new multimedia

    ? Revenue from car parks is important

    o Affects ability to put on shows

    o Eco decisions of city affected revenue for Barbican ? Last 10 years radical shift to business model

    o Now leading producer/commissioner (they pick the arts) impacted all areas

    o Marketing is a new area for the barbican (7-8 years old) ? “Culture moves the world”

    o Important center to London

    o Audiences now understand, can communicate, see for what it is

    o London‟s international theatre

    ? Barbican brand

    o Trust what it stands for

    o “Something worth sitting for”

    ? Royal Shakespeare company‟s move was a good thing

    o New modern younger plays

    o Adapted-grew, organic process, push towards good things ? Relationship with Pixar and Disney

    o Produces and co-produces

    ? Establish global brand

    o Think beyond the venue long term

    ? Barbican revenue increased this year

    o Take huge levels of risk 70k-700k

    o Corp of London 18.2 million

    o Not an arts council client = freedom

    ? Can think artistically ? Main competitors = south bank

    ? Marketing strategy

    o 1. Becoming a customer focused organization


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