Intensive training program on arts management provided by DeVos Institute, USA with the sponsorship from the Government of Norway through the Transposition project

Where
Viet Nam
When
2016
Who
International Cooperation Department, Ministry of Culture, Sports and Tourism
Key objectives of the measure:

Improve management capacities for cultural and arts organizations, meeting the demands of the market.

Scope of the measure:
National
Nature of the measure:
financial, institutional
Main feature of the measure:

The training programme on arts management took place for 2 years from 2014 to 2015 with 5 training workshops and regular counseling activities via email and online conference on the practical operations of arts organizations and applying the acquired knowledge to solve and overcome the challenges in governing an arts organization.

Participants of the program are those who hold executive management positions at 20 leading art institutions in the country, including the national theatres, a number of private companies operating in the field of contemporary, experimental arts and lecturers of some national training institutions in the fields of culture and arts.

The participants are equipped with the knowledge and management skills in building artistic plans, finding operational funds, creating public support from public audience and sponsors in society in terms of spiritual and financial support; formulation development and marketing strategy; building the reputation of the organization and implementing a comprehensive marketing program for artistic works and products, learning how to achieve maximum revenue and limiting cost at a minimum level.

Results expected through the implementation of the measure:

The immediate effect of the program is to stabilize the formulation of artistic planning and development strategies, strengthen marketing and fundraising activities of the participating organizations towards a long-term goal of sustainable development, becoming a model for other organizations in Viet Nam.

Participants who are lecturers at national arts and cultural training institutions can cultivate knowledge and practical insights of arts management to update the lectures for students.

Financial resources allocated to implement the measure:

Fund sponsored by the Norwegian government through the Transposition project, contributions of DeVos Institute, travel sponsor for expert provided by the US Embassy in Viet Nam and administration provided by International Cooperation Department, Ministry of Culture, Sports and Tourism.

Main conclusions of the evaluation of the measure:

The arts and cultural organizations in Viet Nam participating in the program have accessed to the advanced arts knowledge and management skills from the United States and has applied partly the acquired knowledge in operating the organization and building the programs. The capacity of the participating organizations is improved, especially the skills of marketing and fundraising. This is very important as many state-owned theaters, art organizations are undergoing the policy of socialization, self-financing in the market mechanism.

The art and cultural organizations participating in the program have created a network and have cooperated in several projects right away in the training process. Apart from the public organizations, the program also allowed the participation of a number of private artistic and arts organizations, so that they can share and learn experiences, building public-private partnership.

Indicators used to determine impact:
- 25 participants of the Programme were awarded certificates on arts management capacity building.- Many project proposals were presented and discussed in the course, including some outstanding projects such as the International Monsoon Music Festival, the film "I saw the yellow flowers on the green grass" which are successfully implemented later. In addition to its good content and high quality, the film "I saw the yellow flowers on the green grass" with a good marketing campaign has gained a big success in revenue (over 80 billion dongs) and made a record of a high number of visitors to cinema theaters.
Goal(s) of UNESCO's 2005 Convention
Cultural Domain(s)
Performing Arts
Cultural Value Chain
Creation