Documents 

This article describes the experiences of TOHU, a Montreal circus arts presenter, in engaging audiences as seen through the eyes of its Director of Marketing and Communications during his first year in the position. The authors use in-depth interviews and market research to analyze TOHU’s challenges as audiences develop eclectic tastes and as competition increases in the arts and entertainment industries. After detailing the new Director’s communication and subscription strategies, they review the results one year later. They discuss the challenges of programming blockbusters to increase awareness and the attractiveness of membership cards, based on the art museum model, to engage younger audiences. The concepts of a loyalty ladder and pricing tickets according to segments and benefits are reviewed, as are specific strategies aimed at eclectic audiences. [editor summary]

Cluster is a crucial concept for developing industries, including cultural and creative industries (CCI). Cluster concept, which is heavily based on economic geography, is widely used to explain the drive behind CCI development, neglecting the social aspects of creative talents working in the CCI. This study integrates the social aspects to the cluster theory to explain the key drivers to CCI development from social capital perspective. Taking the case of Mongolian circus industry, this study proposes that CCI development is not only dependent on a predetermined cluster; the social aspects of creative talents, as the active contributors of CCI development, aid significantly to the industries development, hence should not be neglected. [editor summary]