Audience-building Activities under the Audience Building Office


[Introduction] [Audience-building Schemes ] [Submission of Proposals]
[Criteria for Selection] [Invitation for Specialists] [Formats of Collaboration] [Enquiries]



Audience Building Office of the Leisure and Cultural Services Department is responsible for organizing audience-building activities. It aims at enhancing the community's knowledge and appreciation of the arts through the organization of different schemes.

Audience-building Schemes

Audience-building Schemes currently organized by the Department include:

(a) Community Cultural Ambassador Scheme
(b)  Community Oral History Theatre Project
(c)  School Culture Day Scheme
(d)  School Performing Arts in Practice Scheme
(e)  Arts Experience Scheme for Senior Secondary Students
(f)  General Education in Arts Programme for Tertiary Students

Submission of Proposals

Submission of Proposals

The Leisure and Cultural Services Department is open to suggestions for collaboration in audience-building activities with cultural organizations and education institutions. Proposals for the School Culture Day Scheme, School Performing Arts in Practice Scheme, Arts Experience Scheme for Senior Secondary Students and General Education in Arts Programme for Tertiary Students are requested to reach the Audience Building Office at least 9 months prior to the commencement of the academic year aimed for launching the proposed projects. Invitations for proposals for the Community Cultural Ambassador Scheme will be publicized openly.

A proposal should include: past records of the activities organized by the arts group/artist; relevant experience of the organizers/artists/instructors/relevant collaboration organizations; contents of the proposed programme/ project activity including artistic concepts, target audience, date, venue, budget with breakdown, including publicity expenses and anticipated income as well as implementation plan etc. After receiving complete details, it would take about 3 to 4 months to process the proposal concerned depending on the schemes being applied.

Criteria for Selection

Proposals are assessed according to the following criteria:

(a) the idea, originality, artistic value, appeal, feasibility, educational value and potential for audience building of the programme, as well as whether the budget is reasonable;
(b) artistic merit of past programmes organized by the applicant;
(c) the applicant's ability to communicate with the public and organize the proposed event;
(d) whether the programme can meet the needs of the target audience in the community.

Assessment of the proposals is made at the Programme Meetings of the Audience Building Office and recommendations will be submitted to the Art Form Panel on Community for comments. Expert Advisers of the relevant art form will be consulted when need arises.

Invitation for Specialists

In addition, we also welcome specialists with professional knowledge of music, dance, Chinese opera, theatre and multi-arts to provide arts education programme-related services including but not limited to the following categories:

  • Speakers of pre-performance/post-performance talks of Arts Experience Scheme for Senior Secondary Students
  • Translator and Editor
  • Illustrator

Applicants should have relevant qualifications and experience. Interested parties should submit a full résumé and proposal by email or by post. Please specify the subject as "Invitation for Specialists". If suitable programmes or activities are identified, we shall contact the applicants.

For enquiries, please contact us by email.

Address Audience Building Office, Leisure and Cultural Services Department
11/F., Queen Elizabeth Stadium, 18 Oi Kwan Road, Wan Chai, Hong Kong

Formats of Collaboration

The Department's support to the non-profit making arts groups who present audience building activities mostly takes the form of “sponsorship”, in which case the Department offers free use of the Department’s venues and ticketing services, as well as a fee to the artists/arts groups. The amount of sponsorship fee will be determined on case by case basis. The sponsored organizations shall bear all production, publicity and other venue rental (if applicable) costs and retain the box-office proceeds, if any.

The Department also welcomes proposals from non-profit making performing arts organizations and education institutions for using civic centres to promote and popularize arts education activities such as school drama festival/ dance festival/ music festival/ inter-school events. Support may take the form of “Sponsorship of venue and ticketing services”, in which case the Department offers free use of venue and ticketing services, while the sponsored organization is responsible for all expenses related to the activities and retain the box-office proceeds, if any.


Community Audience-building Activities 2591 1323
School Audience-building Activities 2591 1328
Office Address 11/F., Queen Elizabeth Stadium,
18 Oi Kwan Road,
Wan Chai, Hong Kong
Fax 2591 1160