• Managing Islands of Creativity: Workshops in Arts Management

Managing Islands of Creativity: Workshops in Arts Management


As part of George Town Festival’s Arts for Humanity initiative, four workshops will be organised in partnership with LASALLE College of the Arts, Singapore throughout the year.  

Workshop 3: Audience Building

Dates: 4-5 March 2017, 9AM-5PM 

Time: 9:00 am – 5:00 pm

Venue: Info Hall, Khazanah National Penang (Bangunan UAB), 21-35, Gat Lebuh China, George Town 10200 Penang 

Facilitators: Jason Vitorillo & Sunitha Janamohanan

Fee: RM80 for two days, inclusive of lunch 

How do you attract audiences? How do you keep them coming back and how do you grow them? We talk about promotions in the arts and maybe audience outreach, but is this enough? How much do we even know about who the audience is? This workshop goes beyond the basics of marketing to focus on the audience experience. Through a number of case studies and international comparisons, you will first be exposed to basic principles of marketing, such as the marketing process and mix. We then examine the idea of audience as a ‘community’ and strategies for deeper engagement. With the application of theory and practical experience, participants will workshop a strategy for audience development derived from their own respective contexts.

This workshop is the third in a series of four, Managing Islands of Creativity, organised by LASALLE College of the Arts in co-operation with George Town Festival, as part of its Arts for Humanity initiative. It builds on fundamental principles of what an arts manager is, but attendance in the earlier workshops is not compulsory. Some experience with the arts or creative events is preferred.

If you are new, register here. If you came for the first or second workshop, we’ll be emailing you.

Workshop Facilitators

Jason Vitorillo

Jason Vitorillo holds an MA in Arts Administration from Teachers College, Columbia University in New York. He was a recipient of the International Fellowships Program of Ford Foundation in 2009. He has been in the academe for over ten years, and was previously teaching in the Art Management Program of the School of Design and Arts, College of Saint Benilde, the Fine Arts Program of the Ateneo de Manila University, the MA in Fine Arts and Design Program of the Philippine Women’s University, and in the Arts Program of the University of Asia and the Pacific. He is currently teaching in the Arts Management Programme at LASALLE College of the Arts, Singapore. His research interests include international cultural policy, models of arts funding, arts and cultural management education, and intangible cultural heritage of indigenous communities.

Sunitha Janamohanan

Sunitha Janamohanan has been working in the arts since 1999 with a portfolio that covers a range of art forms and creative industries. She has been an arts manager, producer, curator, venue manager and heritage manager, in Kuala Lumpur and Penang; working independently as well as for organisations such as the British Council Malaysia, George Town World Heritage, Inc. and MAP KL at Publika. Sunitha has an MA in Arts Administration from Teachers College, Columbia University, New York, and is now teaching in the Programme in Arts Management at LASALLE College of the Arts, Singapore. Her research interests include community or socially engaged arts practice and how it relates to arts management, and she is co-administrator of a resource and network website to connect community engaged arts practitioners in the Asian region.




Each workshop can hold a maximum of 25 pax only, so register early to secure yourself a space.


George Town Festival