SAM evidence _2indd

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					Instinct? Or Intelligence? The Role of Research
What forms the basis for your decision-making and problemsolving? What drives your ideas and informs your planning? Instinct, or ‘gut feeling’ is drawn from your working experience. Intelligence is effective knowledge management – which is where research can play a real part in giving you an evidence base to support your creative thinking. Managing the research process relies on your initial insight and diagnosis of the key issues and problems – what do you need, or want, to know? When sam undertakes research, we place great emphasis on working with you to clarify your objectives and expectations and on ensuring that what is produced is practical and applicable to your working context. At sam, we undertake all aspects of qualitative and quantitative research: mapping and profiling; cultural audits; feasibility studies; economic, social and cultural impact studies. For more information on our research services contact:

• Talking Heritage

– sam is to programme and produce ‘Your Place or Mine?’ – the first national conference on engaging new audiences with heritage, on behalf of English Heritage and The National Trust, in Manchester this November. – Look out for a brand new online showcase for Sussex artists and makers on the new look

• Making It Online

Cultivating Cultural Tourism Gardens of Normandy and Sussex
Separated by language, culture and 20 miles across ‘La Manche’, the English county of Sussex and its French counterpart Normandy nevertheless share a common heritage: an international renown for their exquisite public and private gardens.


evidence is the quarterly publication from sam, highlighting the impact of the range of projects, research and commissions we undertake on behalf of the arts and cultural sector – and how this is helping to build business, audiences and growth.

Sowing the seeds
In a unique cultural tourism initiative, sam has been working with Comite Regional de Tourism de Normandie (the equivalent to Normandy Tourist Board), to cultivate a new and fruitful dialogue between gardens from both sides of the Channel, providing opportunities to share best practise, exchange ideas, and broaden their offer to the public.*

Reaping the rewards
Now, for the first time, the gardens of Sussex and Normandy are being presented together to the international holiday destination market. On behalf of participating Sussex Gardens sam will be attending some of the most prestigious horticultural events in Europe: Chelsea Flower Show in England, Courson Garden Show in France, and ‘The gardens project Beervelde Garden Show in Belgium. has been a huge


11b Dyke Road Mews, 74 Dyke Road, Brighton BN1 3JD t 01273 882112 f 01273 297846 e

success, particularly in helping us to develop our presence in the French market, notoriously difficult to break into. We have received primetime television coverage in France, and the benefits of this will definitely be felt this year.’
Kevin Boorman, Manager, 1066 Country Marketing

The ambition is to draw more visitors to the two participating regions and increase awareness of the new project website, which showcases beautiful gardens from both countries, alongside travel and visitor information. For more information about our project management services, working with Interreg or website design and production, contact:
*Part of an Interreg IIIA funded project.
Photo: Mattias Ek


March 2006





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Increasingly we live in an environment where we need to justify the work that we undertake. Whether it’s about the audiences we reach, or the impacts Act… Get in on the we make on our economy or community; tural benefits for the Small and Medium Enterprises estival discerning the value of culture, to develop its knowledge of the sector – its needs, or making a case for imaginativeaspirations and working environment. The study was undertaken with the valued participation programming, we need evidence. of a group of

Head to Head: Artists inspiring Artists
In July 2004 Brighton & Hove was awarded £750,000 from the urban cultural fund set up by the DCMS Millennium Commission and Arts Council England. Last year, as part of the Grass Roots strand of activity, sam and Brighton Fringe Arts Productions were commissioned to create an innovative professional development programme for mid-career artists and performers living within the city. Recognising that existing training provision was not always in tune with the needs of the creative sector, sam and BFAP produced a series of discussions and physical workshop sessions providing the opportunity to go Head to Head with some of the most influential and innovative artists and performers of our time.

efits for n Festival nisations

As Brighton just some of the issues to expand of SMEs support its These are Festival looksgathered in the range provides whoframework for success, the information the study the confident business-to-business dialogue. that individuals and organisations Our thanks goes to Art Data Systems Ltd, Ashdown Hurrey, Beard Digital righton Printing, in the cultural sector csma, workingBonett's Estate Agents, Christopher Gull,faceFacilitate Ltd, rable Farrington Webb Solicitors, Gaskells Independent Mortgage Advisers Ltd, Healys inesses. But ance, services, on Solicitors, Lime Marketing Ltd, MacConvilles Surveying, Penpress Ltd, Polaris a daily basis. World, Pure, Redhead Design Ltd, Rendezvous Casino, Simultané and Spectrum

SMEs through in-depth interviews both before and after the 2005 Brighton Festival. Further interviews were conducted with other Brighton businesses.

Making headway
The first series of four events concentrated on the performing arts, with Nigel Charnock founder member of DV8 and Artistic Director of Nigel Charnock & Company; Phelim McDermott, Artistic Director of Improbable; Rose English, renowned writer, performer and director; and Steve Hoggett, Artistic Director of Frantic Assembly. These sessions have enabled the participants to discover new ways of furthering their artistic practise and building their creative networks. The next programme, for visual artists, will take place during spring 2006. For more information about our training and professional development services, contact:

stries, so it n Brighton needed

So,immensely grateful to them for recognising the value of Brighton Festival. to create a successful, For further information: sustainable organisation you Michael Blake, Lynne Richards, Head of Sponsorship and Development need tangible, Festival and Arts & Business South East Brighton Dome and robust 4 Frederick Terrace 12a Pavilion Buildings Frederick Place Castle Square evidence to build Brighton compelling 1EE Brighton, BN1 BN1 1AX T: case: T: 01273 738333 your01273 260809
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Photographic for their investment, enthusiasm and feedback. We are

• evidence about your • evidence about your

Brighton who, when, audience – Festival 2004: Everyone Benefits – A Study of the Economic and Cultural Impact of where why, Brighton Festival
This companion study, undertaken in 2004, is also available for further details of the economic and cultural dimensions of the impact of Brighton Festival.

Copies and brochures are available impact of both the difference to download as a PDF at you are making
Brighton Festival would not be possible without the support of our sponsors and funders to whom we are deeply grateful.

• evidence about your worth
– your value and contribution

‘The workshop was... a fascinating and inspiring insight, delivered in an easy-to-digest and supportive way. It was a very mind-expanding and positive experience.’
Participant of training workshop with Phelim McDermott, Improbable

‘The event was a resounding success, providing an innovative and inspirational programme for artists at a critical point in their career. It is testament to the vision and professionalism of both organisations that you were able to attract such exciting artists to lead and to attend the sessions.’
Donna Close, Arts Development Officer, Brighton & Hove City Council

And evidence is what sam is most frequently asked to provide.
sam (Sussex Arts Marketing)

Get in on the Act…
Get in on the Act
The Art of Business

At sam, we use research, data ton Festival Photographs: Matthew Andrews and market intelligence to support many aspects of our work: from strategic market planning, business growth and audience building to making the case for sponsorship and funding, influencing policy and affecting positive change.

ument, were produced by

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Business Sponsorship of the Arts

Photo: BAF 2005 Photo: Mattias Ek

Brighton Art Fair
Putting Art in the Picture
Conceived in 2004, Brighton Art Fair has since established itself as a major annual event in the region’s visual arts calendar. Last year sam was commissioned by Brighton Art Fair Director Jon Tutton to create a targeted marketing campaign that would capitalise on the fair’s inaugural success. The aim was to attract a greater percentage of art buyers amongst the audience, without significantly increasing overall visitor figures, thereby raising its profile in the professional arts sector. The successes speak for themselves: the 2005 Brighton Art Fair attracted over 5,250 visitors during 3 days in November, with sales of contemporary art in excess of £150,000, an increase of 23.5% on the previous year. For more information about our specialist marketing services, contact:

In early 2005 sam was commissioned by Brighton Dome and Festival Ltd to research how Small and Medium sized Enterprises (SMEs) benefit from sponsoring the Arts. Funded by Arts & Business and delivered as a collaborative project with Step Ahead Consulting and Midnight Communications, the project looked at the expectations and experiences of 20 Brighton-based companies (from solicitors to fashion houses), each working alongside England’s largest multi-arts festival. The study explored Brighton Festival’s current offer to SMEs, how it promoted their business and measured the levels of impact.

The Business of Art

sam has since produced a report – Get in on the Act – which highlights how all SMEs can use sponsorship
to benefit their business whilst making a significant impact on the economic, cultural and social life of their communities. By simply getting in on the act, and allying oneself to successful arts initiatives, businesses can make the most of their investment and help stimulate civic pride, aspiration and achievement.

‘This research has for the first time given us independent evidence of the real and tangible benefits SMEs can gain from sponsoring an arts organisation. It also provides a toolkit for new arts sponsors, on how they can make the most impact with their investment. It has already helped us to attract many new sponsors to Brighton Festival.’

Get in on the Act is one of a number of similar consultancies undertaken by sam, the latest of which is a strategic market review for Brighton Dome and Festival concerning their audiences and product potential, which will inform their future 5 year business plan. Copies of the Get in on the Act report are available to download as a PDF at: or For more information about our consultancy and research services, contact:


Lynne Richards, Head of Sponsorship & Development, Brighton Festival

‘sam met our brief very well, and will play a central part in our future, helping to create a stronger brand and delivering the right audience to our event’
Jon Tutton Director BAF

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