Digital Outdoors

ISAN, 13/11/14

Jo Fells, Head of

Marketing & PR

and

Claudia Lastra,

Project Manager

Outdoors for The Arts

CatalystPerformative, ephemeral visual art projects. A fleeting presence offering audiences:

New experiences

Inspiration

Transforming their perspective on art, science and technology in today’s society

Talk today…

Overview of some of The Arts

Catalyst’s outdoor activities and use of

digital for mobilising awareness of our

projects

SEFT-1 case study

Wrecked! case study

Camilla Spotasi, Yellow Vanishing Point, Great Glen Artists’ Airshow, 2010

MadLab, Lab Easy Deptford Market DIY Bio Foodlab, 2013

Digital audiences for

outdoor

Documenting the event

Reaching further and lasting longer

Extending access

Time-shift engagement

Measurable impacts

Increasing visibility

Office of Experiments, Experimental Ruins: West Edition, critical excursion, 2012

Simon Faithfull, Escape Vehicle No 6, takes off from Farnborough

Simon Faithfull, Escape Vehicle No 6, stills from the onboard livestream video

Simon Failthful, Escape Vehicle No 6

SEFT-1 Abandoned

Railway Exploration Probe

– case study

Why digital?

Eye-catching ‘research probe’ a

magnet for Mexican artist duo’s socio-

historical-technological project

AND Festival, Liverpool

Furtherfield Gallery, Finsbury Park

Art Moves, Queen Elizabeth Olympic

Park

Indoor/outdoor project

Limited opening – 17 weekend days

over 6 weeks

Park events

Gallery capacity – 80 per day

£1700 marketing budget – banners,

postcards, PV but no event advertising

SEFT-1 at Furtherfield

Gallery

2500 in-person visits to the exhibition

(60% above target)

2000 in-person additional interactions

with the vehicle outside the gallery

Estimated 1000 interactions during tour

around London on 18 June 2014

Visitors’ comments

“Fantastic - such an inspiring project to

see in my local park! I hope you get loads

more exciting exhibits like this. Thank you!”

“Enjoyed the experience. This is the first

time as a local yokel I went into the

gallery. Father worked on the railway.”

Audiences engagement:

further and longer with

digital

Video

Social media

Images

Media relations

Bookings

Metrics

https://vimeo.com/74649097

https://storify.com/TheArtsCatalyst/seft-1-abandoned-railways-exploration-probe-modern

, 101,000 views in 6 week exhibition run

Visual presence when gallery closed, YouTube QR code on £25 banners

Reaching further and

longer 105,000 views since May

Still get an average 100 views a week on Vimeo

Promotional push – 285 views in 48 hours through

social media push for our 20th anniversary

YouTube – QR code, tagged and searchable, 1600

views, including 700 on 6 July a day the SEFT

wasn’t on

Return on investment (ROI) £0.31p per onsite

audience and £0.01p per combined audience over 5

months

Digital for media

SEFT struck a chord in the popular imagination with

themes of of abandoned infrastructure, railways, and

home-made vehicles.

With early coverage in The Guardian and on BBC

Worldwide (TV) and online

Yahoo! Homepage features in South Africa, The

Philippines

Coverage in Europe, US, Japan, Caymen Island

News and Somaliland Live

Spreading the word

Digital for the media

Facebook events

Twitter conversations

Driving visits to our website and video

At the time of event and beyond

Digital for the media

Google Album – perfect for sharing with partners and journalists

Social media

FB events, using themes and posting on third party sites

Events - bookings and

beyond

Eventbrite.com and YouTube

Livestream and playlists

Digital resources for

reaching arts audiences

Video in Common Costs depend on the scope

of the project and technical set up – approx £450-£550 for coverage of a day-long event with two cameras.

Video in Common channel and looking into future distribution through multi-channel networks

Initially ACE funded

Training and equipment for young arts film-makers

Video in common http://video.incommon.org.uk

Audience spectrum 10 cultural engagement

segments replacing ACE Audiences Insights

Detailed segment profiles, preferences and suggestions for how to engage

Freemium product from The Audience Agency

http://audiencefinder.org/audience/metroculturals

Audience mapping

Free access to

audience mapping

resources

Trade up for premium

data analysis

Buy household level

data for target

marketing

http://audiencefinder.org/segment-map/#experience-seekers

Wrecked! On the Intertidal

Zone

Case study

Leigh-on-Sea Thames

Estuary

Southend-on-Sea

Wrecked on the Intertidal Zone, a series of investigations into the Thames

Estuary

Citizen science

“…is scientific research conducted, in whole or in part, by

amateur or nonprofessional scientists. Formally, citizen science

has been defined as "the systematic collection and analysis of

data; development of technology; testing of natural phenomena;

and the dissemination of these activities by researchers on a

primarily avocational basis”. Citizen science is sometimes

included in terms such as "public participation in scientific

research" and participatory action research. It is practices

worldwide by groups such as Public Lab, ExCites and European

Citizen Science Association (ECSA).”

Andy Freeman introduced a range of techniques for making and sharing

maps using simple digital methods. The workshop included a walking

tour of Two Tree Island where participants learnt how to collect geo-

tagged images and data using either their mobile phone or equipment

supplied on the day. Data collected and mapped on the day included:

aerial photography using a drone and/or kite (weather dependent)

geo-tagged photos

air quality

sampling water for pollutants

ambient sounds

ambient electromagnetism

background radiation

the blueness of the sky (using a cyanometer)

Participants uploaded their Geo Tagged images and findings onto an online

map of the area

Other citizen science

mapping projects

examples:

Frack Off

Air Quality Egg

Citizen Sense

Mapping for Change

What Next? Fundraising to continue workshops and development

in the locality

Creating a technology resource for participants to hire

out to conduct their own experiments

Fundraising for and commissioning public artworks

involving the community and ‘indigenous culture’

Continue to discuss issues surrounding pollution,

public health and ecology

Continue to create interventions to change thinking

and culture about climate change

Thank you for listeningClaudia.Lastra@ArtsCatalyst.org

Jo.Fells@ArtsCatalyst.org

www.artscatalyst.org

Tomas Saraceno, Poetic Cosmos of the Breath, 2008, 60 on-site audience, 26,000 online audience