The AHEAD seminar program kicks off


The AHEAD project team has delivered its first two online seminars to cultural heritage professionals from the Messara Valley archaeological area (Greece),  from the Archaeological Park of Ostia Antica (Italy), and from the National Museum and Research Centre of Altamira (Spain).

The seminars are part of the project’s capacity building program that aims to enhance entrepreneurial and professional development of heritage professionals through skill-building in audience development, marketing, promotion, and business modelling.

AHEAD’s work to set up and test a capacity building programme, focusing on a human-centred approach in cultural heritage valorisation practices in order to empower the sector’s professionals in creating value through their daily work. 

The first seminar, an Introduction to Audience Development, was delivered on May 14th by Jaime Cuenca and Macarena Cuenca from the University of Deusto (Spain). Seminar’s participants explored the theme of Democratisation of Culture vs. Cultural Democracy, were introduced to Audience Development and explored the main strategic areas of Audience Development Intervention. Participants were finally encouraged to bring examples from their organisations and use the AHEAD canvas to structure ideas.

“Audience development should be an organizational strategy aimed at creating and maintaining long-term relationships with current and potential audiences,” Jaime Cuenca pointed out.

On May 25th participants attended the AHEAD’s second seminar, entitled: From Design Thinking to ACED: Unveiling the Creative Journey. AHEAD builds on the ACED model from the ADESTE+ project, which created an Audience-Centred Experience Design process for cultural organisations to promote effective and lasting audience development. AHEAD aims to introduce the ACED model to the cultural heritage sub-sector and tailors it to the specific needs and challenges of cultural heritage institutions. 

The seminar was delivered by Melting Pro’s team members Giulia Fiaccarini and Antonia Silvaggi. The team illustrated the processes of Design Thinking and Audience Centered Experience Design, while participants had the opportunity to apply these processes to their specific use cases.