differences between different locations.

The e-survey developed by Culture

Sparks was translated from English into

four languages (German, icelandic, Nor-

wegian and Swedish), and completed

by audiences from each of the Repnet

companies.

“This was a super report. I can already

see that I will have good use of it in fur-

ther marketing. It has been super working

with you!” Kristin Raknes, Carte Blanche Z

CCAVisitor Research | December 2010

An overview of the CCA’s current and

recent audiences. The analysis incorpo-

rated visitor data, e-survey responses

and findings specific to the venue’s on-

line audience. Z

HorsecrossEvent Evaluation | January 2011

An evaluation of Horsecross Arts’

“Home and Away,” a cross artform

programme of community based resi-

dencies and commissions involving

Scottish and international artists. The

research evaluated each element of the

festival, using postcode analysis, face-to-

face interviews and self-completion

surveys. Z

TramwayAudience Research | January 2011

An examination of the venue’s visual

arts and performance audiences. The

research measured audience attitudes

towards the venue, and investigated art

form / venue crossover. Z

Celtic ConnectionsEconomic Impact Study | February 2011

An evaluation of Celtic Connections

2011 to assess the contribution the

festival made to the local and national

economy. Z

Architecture +design ScotlandAudience Research | February 2011

To assist Architecture + design Scot-

land in targeting potential audience

groups for their programme of events,

Culture Sparks provided intelligence

relating to potential Exhibition audi-

ences by assessing attendance from

Scotland-wide Target Group index

survey figures. This provided details on

consumers who had attended either

Art Galleries or Art Exhibitions in the

past 12 months, and highlighted groups

within Glasgow that could be consid-

ered for high-level targeting. Mosaic

Scotland analysis tools, which provide a

consumer classification of Scotland’s

population in terms of socio-demo-

graphics and lifestyles trends, were then

further used to map out audience

hotspots within a 30-minute drive time

of Glasgow City Centre. Z

Scottish EnsembleAudience Research | February 2011

An analysis of the Scottish Ensemble

audience from seasons 2006/07 to

2009/10, at venues across Scotland. Z

National Museums of ScotlandAudience Research | March 2011

Providing insight into how young people

engage digitally with the arts to inform

future projects with this age group.

“The research helped inform a project

which looked specifically at young people’s

use of digital tools/technology and how that

might connect with the arts and culture. It’ll

provide valuable information as we build

up our programme of events and activities

as part of the Cultural Olympiad next

year.” Hugh Wallace, Head of Digital

Media, National Museums Scotland Z

Eden CourtAudience Analysis | October 2010

Culture Sparks analysed Eden Court’s

cinema audience to examine the

Mosaic profile, frequency, booking

patterns, drive time patterns and top

attending postcodes. Z

Tron TheatreBusiness Planning | March 2011

working in collaboration with Tron to

develop their Business Plan. A one-day

workshop was facilitated by Julie Tait, to

help the team share views, generate

ideas and suggestions to inform their

future plans.

“The 2 group sessions we had with Julie

on the Business Plan were invaluable. The

sessions focused minds and provided the

organisation with the tools to move the

planning forward. To date The Tron has

put together a draft plan which is evolving

and hopefully will be complete within

the next couple of months. Julie’s under-

standing of the organisation and the

marketplace were a huge asset to the

workshops we participated in. All in all

it was a worthwhile and constructive

experience for us all.” Anne McCluskey,

Executive Director, Tron Z

Mischief la-Bas Audience Development Support |

March 2011

in their endeavors to ‘reach the parts

that other arts don’t reach’ Mischief la-

Bas assigned Culture Sparks to provide

research, evaluation and marketing

support for their Scotland wide tour –

the Market of Optimism. The project

acted as a catalyst for reviewing and

developing how the company interact

with their target audiences, culminating

in the creation of the company’s first

audience development strategy.

“The Audience Development Report and

Action Plan has been / is being incorpo-

rated into the day to day running of Mis-

chief La-Bas now. It has proved to be an

invaluable tool in our business develop-

ment. No doubt about it, there has been

a profound shift in our approach to how

we present ourselves to our clients, stake-

holders, and the world generally.”

Sarah Jean Couzens, Company Manager,

Mischief La-Bas Z

Ambassador Theatre Group Mapping | Ongoing

ATG commissioned Culture Sparks to

analyse and create postcode and pen-

etration maps for numerous venues

and productions throughout the uK.

The maps illustrated the reach of

bookers throughout the uK, crossover

between venues and productions as

well as the hotspots - providing valuable

insight about their audiences.

“these are beautiful and you are a life

saver. Thank you” Ben Prudhoe, Marketing

Associate ATG, London

“Thanks so much for all these - very

useful.” Damien Hewitt, Head Of Produc-

tion Marketing, ATG Z

VeloCityArtResearch | Ongoing

VeloCityArt is a new public art initia-

tive which enables Glasgow to get

creative as the city evolves in prepara-

tion for the Commonwealth Games in

2014. it links Glasgow's people with

artists to help enhance and improve

their local area in unique ways which

reflect the spirit of our communities

and city. As part of a wider Operational

Plan, Culture Sparks' role is to engage

the public in conversations that will

help shape the long-term transforma-

tion of communities. Z

The SourceAudience Research | Ongoing

Managed by Culture Sparks, The Source

is the biggest ever benchmarking and

ongoing measure of audience behav-

iours and demographics across Scotland.

it brings together over 40 arts organi-

sations, including major venues and the

national touring companies, to share

data, provide training and guidance and

use collated information strategically to

inform programming, marketing and

operational planning. This two year

(2009 – 2011) joint project between

the Federation of Scottish Theatre

(FST), Culture Sparks and The Audi-

ence Business (TAB), supported by

Creative Scotland, uses the latest

technology to extract and manipulate

audience data from box offices around

the country to provide a clear picture

of Scotland's audiences. in 2010/11

The Source participants received the

second annual report, providing intelli-

gence to enable them to monitor their

audiences and identify key trends. Z

AmbiTion ScotlandDigital Development | Ongoing

AmbiTion Scotland is a change pro-

gramme for the creative and cultural

industries in Scotland, managed by

Culture Sparks and supported by

Creative Scotland. its aim is to help

organisations in Scotland achieve 21st

century sustainability through imple-

menting integrated iT and digital

developments. Throughout 2010/2011

AmbiTion Scotland worked with 55

participant organisations and 17 spe-

cialist advisors from all over Scotland,

to achieve these objectives. in addition

to providing direct support to the

participating organisations, AmbiTion

Scotland supplied knowledge and

learning opportunities and resources

to the wider creative and cultural

sector and established relationship with

external partners. Z

PROJECTS

Gaelic ArtsResearch | April 2010

Primary research with individuals and

organisations associated with Gaelic

Arts in Glasgow, including audience

members, participants and affiliated

artists. The project sought to gain opin-

ions on how to develop Gaelic Arts in

Glasgow in order to demonstrate the

impact of the Gaelic Arts Strategy. Z

National Theatre of ScotlandVS Management | June 2010

Managing the installation of Vital

Statistics and providing support and

training. Z

Audience Research | February 2011

Profiling potential audiences within the

Aberdeen City Council area to inform

National Theatre of Scotland’s ‘Nothing

to See Here’ extreme project. Z

west Arts NetworkStrategic Support | June 2010

Providing strategic support to the west

Arts Network during the allocation

of funding to arts organisations. The

network creates opportunities for com-

munities in the west area of Glasgow

to participate in cultural activities. Z

The HunterianMuseum & ArtGalleryVisitor Research | July 2010

Visitor data and intelligence, covering

an eight year period for The Hunterian

Museum, Art Gallery and The Mackin-

tosh House, was re-visualised to inform

strategic development planning across

each of the venues. Z

ScottishChamberOrchestraAudience Research | July 2010

Benchmarking and trends analysis,

comparing Scottish Chamber Orchestra

data with the Classical Glasgow and

The Source benchmark. Research pro-

vided also included an examination of

social network and website trends. Z

RSAMdAudience Research | July 2010

Ticket data, covering a twelve-month

period, was analysed to reveal and map

sales patterns, audience demographics,

art form crossover and the venue’s

catchment. Z

The ByreEconomic Impact Study | July 2010

The Byre Theatre commissioned

Culture Sparks to undertake an evalu-

ation of the “inside Out” Festival in St

Andrews. Z

Artlink CentralWorkshop Facilitation | July 2010

Artlink Central asked Culture Sparks

to facilitate a board and team brand

development workshop to provide

support and guidance during their re-

branding process.

“I couldn't have imagined a more inter-

esting and productive workshop and was

very impressed with your style of delivery

and impact..” Alison Wardrop, Branding

Consultant, Artlink Central Z

Board Evaluation | November 2010

Culture Sparks adapted and developed

an e-survey to be used as an annual

board evaluation. Board members and

staff completed the e-survey the results

of which were used to stimulate reflec-

tion and discussion

“Thank you to Julie and her team for

supporting us to reflect as an organisation,

both board and staff, through some complex

issues and challenging perspectives.”

Participant Z

Scottish BalletAudience Research | July 2010

An analysis of Scottish Ballet’s Autumn

2010 ‘Geometry and Grace’ audience

to identify seasonal trends. Z

Ambassador Theatre Group Postcode Mapping | November 2010

Penetration analysis and postcode

mapping of audiences who attended

well known musicals such as, ‘legally

Blonde’, ‘lion King’ and ‘wicked’, at

venues across England. Z

BBC SSOResearch | December 2010

Research examining the BBC SSO

audience across the 2008/2009 and

2009/2010 seasons, and comparing the

results with the Glasgow classical music

audience benchmark. Z

RepnetAudience Research | December 2010

Repnet is a network of five repertory

dance companies from across Europe:

Scottish dance Theatre (Scotland),

Carte Blanche (Norway), Nordwest/

Tanzcompagnie Oldenburg - Tanztheater

Bremen (Germany), Skånes dansteater

(Sweden) and icelandic dance Com-

pany (iceland).

The network identified the need for

audience-based research, which Culture

Sparks was commissioned to deliver.

The project examined frequency of

attendance, audience characteristics,

influences, satisfaction – painting a pic-

ture of the dance audience of different

countries, examining similarities and

“The two group sessions

we had with Julie on the

Business Plan were invalu-

able. Her understanding of

the organisation and the

marketplace were a huge

asset.” Anne McCluskey,

Executive Director, Tron

Theatre

“Love the Social Media

Benchmarking – this is

great, useful and presented

in such a clear manner –

think we are going to report

against this for next AES

meeting with our own site.”

Jane Hogg, Consultant,

Audiences East Scotland

“This was a super report. I

can already see that I will

have good use of it in

further marketing. It has

been super working with

you!” Kristin Raknes, PR

Manager, Carte Blanche

(Norway!)

“A really useful project

that will really help the

CCA to continue to de-

velop audiences. [...] we

feel we now have a much

better understanding of

our audience.” Julie

Cathcart, Marketing

Manager, CCA

“The Economic Impact

Study has been invaluable

in giving us a unique insight

into the motivations and

characteristics of visitors

to the festival. We have

been able to quote the

statistics not only to

potential sponsors and

funders but also when

entering industry awards

and it adds to our already

extensive evaluation process.”

Alison Lewis, Senior Mar-

keting and Arts Officer,

Glasgow’s Concert Halls

“Fantastic event - short,

sharp and crackling with

energy. Perfect pitch and

perfectly executed–as

always. Another Gaga

triumph!’ Janette

Harkess, Vice Chair,

Culture Sparks Board

“Helpful tips, thought pro-

voking exercises and the

opportunity to share ex-

periences with other mar-

keting colleagues made

this a valuable experience.”

The Source Project Data

Training ParticipantQu

OT

ES

Qu

OT

ES

5446

dANCE AudiENCE dEMOGRAPHiCS SHOwiNG

dOMiNANT AGE GROuP By COuNTRy

ABERdEEN COuNCil AREA SHOwiNG

CHildREN By PERCENTAGE

ARCHiTECTuRE + dESiGN SCOTlANd

AudiENCE PARTiCiPATiON

EdEN COuRT AudiENCE MOSAiC PROFilE

Gaelic Arts | Gaelic Audience Research April 2010

National Theatre of Scotland | VS Management June 2010

west Arts Network | Strategic Support June 2010

The Hunterian Museum & Art Gallery | Visitor Research July 2010

The Byre Theatre | Economic impact Study July 2010

Artlink Central | workshop Facilitation July 2010

Scottish Chamber Orchestra | Audience Research July 2010

RSAMd | Audience Research July 2010

Eden Court | Audience Analysis October 2010

Artlink Central | Board Evaluation November 2010

Ambassador Theatre Group | Postcode Mapping November 2010

Scottish Ballet | Attendance Analysis November 2010

BBC SSO | Audience Research december 2010

RepNet | Audience Research december 2010

CCA | Visitor Research december 2010

Horsecross Arts | Event Evaluation January 2011

Tramway | Audience Research January 2011

Celtic Connections 2011 | Economic impact Study February 2011

Architecture + design Scotland | Audience Research February 2011

Scottish Ensemble | Audience Research February 2011

National Theatre of Scotland | Audience Research February 2011

National Museums of Scotland | Audience Research March 2011

Tron Theatre | Business Planning March 2011

Mischief la-Bas | Audience development Support March 2011

Ambassador Theatre Group | Mapping Ongoing

VeloCityArt | Research Ongoing

The Source | Research Ongoing

AmbiTion Scotland | digital development Ongoing

The Source | data Training April 2010

Culture Sparks launch May 2010

low Cost or No Cost Ticketing | Ticketing Systems May 2010

The Source | Regional Forums July 2010

AmbiTion Scotland | webinar ‘Mobile Operator’ July 2010

AmbiTion Scotland | webinar ‘So many friends, so …’ September 2010

AmbiTion Scotland | webinar ‘Now you’re talking!’ October 2010

AmbiTion Scotland | webinar ‘Getting to know....’ November 2010

AmbiTion Scotland | Spring Training #1 ‘The Big Guys’ January 2011

The GaGAs 2010 | industry Awards February 2011

AmbiTion Scotland | Spring Training # 2 ‘That’s Rich!’ February 2011

2010-2011 CulTuRE SPARKS PROJECTS & EVENTS SuMMARy

Au

diE

NC

E A

RT

FOR

M A

TT

EN

dA

NC

E A

NA

lySi

S

intelligence | innovation | strategic support

Economicimpact Study

Visitors Glasgow Scotland

TOTAL £7,587,906 £3,117,881

CCA FACEBOOK AudiENCE

Au

diE

NC

E R

Ad

iO S

TA

TiO

N P

REFE

REN

CES

SCO TwiTTER ANAlySiS

SCOTTiSH ENSEMBlE POSTCOdE MAP

PuBliC PARTiCiPATiON CAMPAiGN

AudiENCE CROSSOVER STudy

PR

OJE

CT

SEV

EN

TS

ANNUAL REPORT­­2010­­­­­2011

BOARd MEMBERS

Roy McEwan – Chair

(until November 2010)

Managing director, Scottish

Chamber Orchestra

Cindy Sughrue – Chair

(from November 2010)

Chief Executive/Executive

Producer, Scottish Ballet

Janette Harkess –Vice Chair

director of Policy &

Research, Scottish Council

for development and

industry (SCdi)

david Hunter

Senior Partner, Campbell

dallas Chartered

Accountancy

Jackie Killeen

Head of Policy &

development, Big lottery

Fund Scotland

Julie McGarvey

(from November 2010)

director, 3x1 Public

Relations

Mark O’Neill

(from November 2010)

director of Policy, Research

and development,

Glasgow Museums

Guy Robertson

Managing Partner, GRP

Ronnie Sommerville

director, 5pm.com

Prof. Alan wilson

Head of the department

of Marketing, university of

Strathclyde

Julie l. Tait – Secretary

director, Culture Sparks

It has truly been a privilege for me totake on the role of Chairman after theimpressive tenure of Roy McEwan, andto work with an excellent Board of Directors and an inspiring team of staff.

under Julie Tait’s energetic leadership Culture Sparks

create and deliver a range of strategic projects as well

as practical, on the ground support to sustain and

grow audiences for the arts. From The Source:

gathering five years of trend data, audience bench-

marking and staff training – to AmbiTion Scotland; a

change programme in digital development – we

provide insight about audiences essential to unlocking

innovation and encouraging experimentation.

Heartened by the Governments’ continued commit-

ment to access, engagement and participation in the

arts, we look forward to working with Creative

Scotland, Scotland’s local authorities and the widest

range of creative individuals and organisations to

deliver these aspirations in 2012 and beyond.

Cindy Sughrue

diGiTAl

Culture Sparks Members |Social Media Benchmarks

Since October 2010 Culture Sparks

has been collecting the 'Social Media'

metrics from Twitter, Facebook and

youTube that are being constantly gen-

erated by arts and cultural companies

in Scotland (includes each of the

Culture Sparks members who range

from small arts and cultural organisa-

tions to national touring companies).

From their 'Followers' to their 'Favourites'

we have a picture of how many tweets

on average are sent out each month

and how popular they are with the

Scottish public and beyond.

“Love the Social Media Benchmarking

this is great, useful and presented in such

a clear manner– think we are going to

report against this for next AES meeting

with our own site. I am just doing some

planning for AES at the moment, and this

will be a great anchor. Well done –

more of this please.” Jane Hogg, Arts

Consultant

Benchmarks compiled from 28 arts

and cultural companies (including

members of Culture Sparks). The

figures shown are medians. e.g. On

average a company has 1000 followers

and makes 60 tweets per month.

EVENTS

The SourceData Training | April 2010

The Source developed a new pro-

gramme of training courses in response

to the results of the national box office

audit and the training needs analysis.

Aimed at those working in marketing

and box office in arts organisations,

the first set of training courses took

place in April, led by debbie Richards

of Baker Richards. Each course was ac-

companied with a workbook containing

tasks and guidance, which participants

took away with them.

“Helpful tips, thought provoking exercises

and the opportunity to share experiences

with other marketing colleagues made

this a valuable experience.” Data Training

Participant Z

Culture SparkslaunchMay 2010

Culture Sparks officially launched on

wednesday 12th May 2010 at an event

attended by a wide range of represen-

tatives from the cultural sector. At the

Glasgow Film Theatre, Culture Sparks

premiered a short film produced by

Vox Populus, which described the need

for change, the design process and the

journey from GGA to Culture Sparks.

“We have a new name and a new pur-

pose but the same passion to support

the needs and interests of our members

and partners and the audiences they in-

spire.” Julie L. Tait, Director, Culture Sparks

“Congratulations on the new name /

website / brand etc – looks great!” DK,

Founding Director, Media Snackers. Z

low Cost or No Cost TicketingMay 2010

Participants in the Source project high-

lighted the challenges faced when

choosing and affording new ticketing

and CRM systems. The response to this

was a day-long session briefed by

Roger Tomlinson, on ‘lower cost’ ticket-

ing systems featuring demonstrations

from four carefully selected suppliers.

Participants had the opportunity to ask

the suppliers questions, heard about

the costs involved and explored op-

portunities for collaboration.

“Very helpful in increasing awareness

of ticketing systems on the market and

finding common ground with other organ-

isations.” Ticketing Systems Showcase

Participant Z

The SourceForums | July 2010

The forums provided an opportunity

for Source participants to hear how

organisations outside of the cultural

sector use Mosaic profiling to their

advantage. in addition, the Scottish arts

attendance benchmark was presented,

providing valuable insight and intelli-

gence about arts attenders both

nationally and regionally.

“What enhanced the experience today

was meeting other marketing managers

and hearing how they come to grips with

data.” Satya Dunning, Dance House

“Thanks for another interesting session

yesterday. Makes me want to go immerse

myself in data again.” Claire Wilcock,

Marketing Manager, Horsecross Z

The SourceData Training | November 2010

A repeat of the data training pro-

gramme first run in April 2010. The

November workshops were attended

by representatives from organisations

across Scotland including: The Arches,

CCA, Tron, Platform, Edinburgh inter-

national Book Festival, Royal lyceum

Theatre, Renfrewshire Arts & Muse-

ums, National Theatre of Scotland, Ab-

erdeen Performing Arts and the

Scottish Chamber Orchestra. Z

The GaGAs Industry Awards | February 2011

launched in 2008, the GaGAs are

industry awards presented by Culture

Sparks to recognise & celebrate audi-

ence development in Scotland – the

people, the ideas, the creativity & the

successes. The evening hosted by Scot-

tish actor and director libby McArthur,

at Sloans in Glasgow, presented some

of the inspirational work taking place

by companies and individuals who are

building audiences for arts and culture

across the country.

“Just a note to congratulate you and the

team for a superb and creative celebra-

tion of the arts. Fantastic event - short,

sharp and crackling with energy, which

seemed to be greatly appreciated by all

who attended. Perfect pitch and perfectly

executed - as always. Another Gaga

triumph!’ Janette Harkess, Director of

Policy and Research, Scottish Council for

Development & Industry

“It is something very special for me to get

an award for all my work and already I

see the benefits for myself…” Shona

McMillan, The GaGAs 2010 Impact

Award winner Z

AmbiTion ScotlandWebinar 4:

‘Mobile Operator’ Gavin dutch of loc8 Solutions talked

about making apps for mobile.

Webinar 5:

‘So many friends, so littletime…’ damien Smith, founding partner of digital

designers iSO, producers of the cre-

ative social network Central Station,

talked about how to manage time,

policies and digital tools to help get the

most out of the opportunities of online

social networking. Z

Webinar 6:

‘Now you’re talking! – e-copywriting for all youronline audiences’ Jonathan Melville of Reel Scotland

showed delegates how to persuade

and attract existing and potential

audiences of all demographics.

“Desperately in need of some guidance

amidst the tantalising quagmire that is

the world of social media, I found the

event very insightful… It definitely left

with me with inspiration to take things

forward, and I got some useful help and

contacts from the online chat. The live

chat, by the way, is definitely the new way

to network - think I spoke to many more

people than I would have done had in the

slightly self-conscious and pressurised at-

mosphere that face to face events can

be. All in all, a great event. Thanks Ambi-

tion!” Webinar Participant Z

Webinar 7:

‘Getting to know your customers – tools, tips and tricks’Roger Tomlinson taught delegates

about customer relationship manage-

ment systems and showed them how

they can gather better data about their

customers and put it to better use.

“I wish I'd been able to be there in person

as originally planned, but the fact that it

was possible to watch online and follow

the comments made me feel part of it.”

Webinar Participant Z

AmbiTion ScotlandSpring Training | January-February 2011

The AmbiTion Scotland Spring Training

Series featured three full day work-

shops teaching practical skills in using

the digital tools required to build

communities and increase operational

effectiveness.

•The Big Guys Advanced Google and

Facebook •That's Rich! Using Rich

Media Tools Producing and sharing rich

media • Get Smart Free tools for bet-

ter operational effectiveness: Mailchimp,

Eventbrite and Surveymonkey

“By the first break I had uploaded lots

of new pics from Flickr to our website

using the HTML codes which I had never

done before and created my own Vimeo

account.” – Training Participant Z

AmbiTion ScotlandHost Your Own Training | January to

March 2011

in January 2011, AmbiTion Scotland

tested a new model for training – host

your own. Many participating organisa-

tions expressed a need for more

experiential and practical training. in

response to this, AmbiTion Scotland

offered them the chance to host their

own hands-on training, on the topic

that suits them best.

To date, seven associate and partner

organisations have ‘hosted their own’

training sessions on a wide range

of topics including audio production,

writing skills for online platforms and

advanced twitter training.

“It was great to have a training session in

our own venue where there was no travel

involved and to be able to host the event

for other arts organisations that are also

based in Woodend Barn.”

Training Participant Z

AmbiTion ScotlandDigital Connections 2011 | March 2011

digital Connections 2011 - Monetizing

Content - was a national conference

and networking event designed to

extend the connections and opportu-

nities in Scotland’s digital and creative

sectors. it was a collaborative event

coordinated by interactive Scotland,

AmbiTion Scotland and the Scottish

Centre for Enabling Technology. 400

delegates attended from Scottish

businesses in the digital, creative and

cultural sectors. ZZ

'*Reserves: The charity has net re-

serves at the year end of £129,632.

This includes revenues which will be

used in meeting the increased de-

mand for arts consultancy, delivery of

national grant funded projects and

training services for which Culture

Sparks has commitments in 2011-12.

The directors' aim is to manage risk

by building up a reserves fund ade-

quate to cover core overheads for a

3 month period. where unallocated

funds are created these will be redi-

rected towards maintaining the op-

erations of the organisation to

ensure delivery of the core Memo-

randum and Articles of the organisa-

tion and ensure efficient and effective

best practice at all times.

These financial statements have been

prepared in accordance with united

Kingdom Generally Accepted Ac-

counting Practice applicable to

Smaller Entities and in accordance

with the Companies Act 2006, the

Charities and Trustee investment

(Scotland) Act 2005 and Regulation

8 of the Charities Accounts (Scot-

land) Regulations 2006. The sum-

mary accounts have been extracted

from the audited statutory accounts

for the year ending 31 March 2011.

The full accounts and report are

available from Glasgow Grows Audi-

ences ltd registered office.

The financial statments were ap-

proved by the Board of directors on

21 September 2011.

ANNUAL ACCOuNTS 2010-2011

ANNUAL REPORT 2010-2011

MEMBERS

TEAM

CulTuRE SPARKS CulTuRE SPARKS

NOTES

CULTURE SPARKS Julie L. Tait director; Charlotte Wilson Senior Partner; Dianne Greig Senior Partner;

Kirsty McKenzie Senior Associate; Nina Honeyman Associate; Lauren Duffy Associate; Ashley Smith

Hammond AmbiTion Scotland Project Manager ; Elaine McMillan Finance & Administration Manager –

Maternity cover (until July 2010); Jasmine Piper Audience development intern (until december 2010)

R A B C D E F G H I J

AudiENCE MOSAiC By REGiON

BOARd

A upper Echelons

B Families on the Move

C Small Town Propriety

d Country lifestyles

E urban Sophisticates

F Town Centre Singles

G Renters Now Owning

H low income Families

i State Beneficiaries

J Shades of grey

To learn more about Culture Sparks

visit our website: culturesparks.co.uk or

follow us on Twitter @CultureSparks.

Income £

Grants - public bodies 70,000Grants - local authorities 47,500Membership 53,045Projects 351,187Other Earned income 4,800Bank interest received 2,981Total Income 529,513

Expenditure Salaries & Employer Costs 204,077Operating Overheads 77,228Projects 247,552depreciation 1,515Total Expenditure 530,372

Profit for the Financial year after Taxation -859Retaining Profit Brought Forward 130,491Retained Profit Carried Forward 129,632

Balance Sheet

Fixed Assets:Tangible Assest 4,558

Current Assets:debtors 59,599Cash at Bank 316,850

376,449

Creditors:Amounts falling due within one year 251,375Net Current Assets: 125,074

Total Assets less Current liabilities: 129,632

Reserves*:Profit and loss account 129,632

Income 2010-11

13.2% Grants - Public Bodies8.9% Grants - local Authorities

10.1% Membership66.3% Projects0.9% Other0.6% Bank interest

100.00% TOTAL

Expenditure 2010-11

38.5% Salaries & Employers Costs14.5% Operating Overheads46.7% Projects 0.3% depreciation

100.00% TOTAL

Reserves: The charity has net reserves at the year end of £129,632. This includes

revenues which will be used in meeting the increased demand for arts consultancy,

delivery of national grant funded projects and training services for which Culture

Sparks has commitments in 2011-12. The full accounts and report are available

from Glasgow Grows Audiences ltd registered office. The financial statements were

approved by the Board of directors on 21 September 2011.

13%

15%

9%10%

66%0.6%

0.3%

0.9%

38%47%

AMBiTiON SCOTlANd wORKSHOP

R A

ud

iEN

CE

MO

SAiC

NOTES All the project data illustrated in

this report is representative of a specific

moment in time and are not necessarily

indicative of the position today.

JuliE TAiT ANd KylE MACRAE OF BlETHER MEdiA

2010 GAGA wiNNERS

BBC Scottish Symphony

Orchestra (BBC SSO) l

CCA l Citizens’ Theatre l

Cumbernauld Theatre l

dance House l dumfries &

Galloway Arts* l Glasgow’s

Concert Halls l Glasgow

East Arts Company (Platform)

l Glasgow Theatres ltd

(ATG) l Hear Glasgow* l

Hunterian Museum & Art

Gallery* l National Theatre of

Scotland l NyOS l NyCOS

l RSAMd* l RSNO l

Scottish Ballet l Scottish

Chamber Orchestra l

Scottish Ensemble l Scottish

Opera lThe Arches l

Tramway lTron Theatre l

wasps Artists Studios

*Members during part of financial year.

l direct distribution (Associate Member)

diGiTAl TRAiNiNG SESSiON

2010-2011FAMily dANCE dAy AT THE TRAMwAy

JuliE TAiT

ANNUAL REPORT 2010-2011

TwiTTER BENCHMARK

The Intelligence and Innovation Partnership forthe Cultural Sector

Culture Sparks

Suite 1/1, 6 dixon Street,

Glasgow G1 4AX