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Adrienne Pye
Regional Programme Director (ADSE)
Audience Development South East (ADSE) is a programme funded by Arts Council England, South East to ensure access to, and best practice in, audience development across the SE region.
amh
Suite 1
35 The Hundred
Romsey
SO51 8GE
(t) 01794 510343
(m) 07732 112470
adrienne.pye@hants.gov.uk
Regional Programme Director: brief biography
Until seconded to manage the ADSE programme, Adrienne was director of Winchester-based audience development agency amh, which works primarily across the southern region.
She began work as a wardrobe assistant at Theatre Royal Drury Lane in 1968, worked for a number of years in wardrobe, stage management and box office around the country, then joined the new National Theatre as ticket sales supervisor. That led eventually to ten years as a theatre marketing manager, before joining audience development agency Arts About Manchester as Performing Arts Manager for City of Drama in 1994.
There she worked on access, family friendly and arts ambassador programmes across the cultural sector in Greater Manchester, and on cultural tourism work nationally and internationally. After a brief spell as a freelance, in 2000 Adrienne relocated to Hampshire to join amh, and explore using audience development skills and knowledge, developed in a metropolitan setting, in a very different environment.
At amh, Adrienne realised the developing importance (and fascination) of what is now an additional specialism, that of evaluation. Recent evaluative experience includes that of the New Audiences and decibel programmes in the South East, and of the Understanding Slavery Initiative education and audience development project across three of the national Maritime Museums.
Adrienne is a member of the Chartered Institute of Marketing, the UK Evaluation Society, the National Campaign for the Arts and the Arts Marketing Association. Her nickname is 'Aida' which, appropriately, though not originally intentionally, is a standard arts marketing mnemonic for gaining and developing a customer's interest: 'Attract, Interest, Desire and Action'.
Aida's experiences of working in the cultural sector have been of exceptionally inspiring and above all helpful colleagues and co-workers, and ADSE offers a chance to help share that good fortune, and broker such experiences more widely, as well as deliver an ambitious strategic programme.
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