Does it surprise you that for every $10 of salary paid by the arts and culture industry, an additional $20 is generated in the wider economy through indirect and induced multiplier impact? Research has also evidenced that a higher frequency of engagement with arts and culture is generally associated with a higher level of subjective well-being.  
 
Those who had attended cultural events are almost 60% more likely to report good health compared to those who don’t. The value and significance of art promotion is undeniable. However, the arts participation rates of Hongkongers are unsatisfactory (55%), compared to 78% and 87% in our neighbouring countries, Singapore and Taiwan. Our city needs to invest more resources to gear up its efforts on audience development.

One Month One Art develops upon the model of “docent” in museums to promote arts education in performing arts via the “Arts & Culture Appreciation Tour” (ACAT) audience development scheme.    
 
Enthusiastic arts and culture lovers are recruited and trained as docents to conduct appreciation tours on arts performances for new audiences, including pre-performance briefings, backstage visits, post-performance sharing and discussions. This is a two-tier audience development initiative that enables art-lovers to further their involvement and to introduce new audiences to the world of the performing arts.

Through preparing for and conducting appreciation tours, docents deepen their understanding and appreciation of the performances. Through the tours and docents’ personal sharing, audiences who are new to arts shall develop better understanding, interest and appreciation towards arts. The whole scheme serves as a two-tier audience development for art groups to educate new audiences and to groom loyal audiences.

New audiences 
Experienced audiences
Art groups

2020

Culture, Drama, Well-being

Social Enterprise