Culture is one of the most valuable legacies of human beings and their treasure chest of times. Among many aspects of culture, festivals can unify most cultural activities the best. Performing arts festivals are the most aesthetic and effective as con...
Culture is one of the most valuable legacies of human beings and their treasure chest of times. Among many aspects of culture, festivals can unify most cultural activities the best. Performing arts festivals are the most aesthetic and effective as concentrated culture among others in short times. International performing arts festivals have been boosting up mutual understanding, economic growth, and global images between nations in contemporary societies.
The National Theatre of Korea(NTOK hereinafter) is symbolic for performing arts of Korea. This study has been done into systematic analysis and revitalization measures of management for <The World Festival of National Theatres> (TWFNT hereinafter), specially programed, managed, and hosted by NTOK since 2007.
The summary of the study is as follows;
First, TWFNT needs to keep its direction as early planned. This leads to identity and uniqueness of the festival. From audience's point of views, pellucid positioning of festivals' direction is an extremely significant and critical element for confirmation and general management of the programs. An active support and cooperations from government are needed.
Second, lacking regular employees, TWFNT office needs to organize and run (a) festival team(s) for professionalism and continuity of the work. By setting up its own human resource management manual, it can maximize employing and using civil festival staff and volunteers.
Third, TWFNT needs to strengthen the role of the management council. It should expand the period of appointment for the council members for two years so that the council can cooperate with TWFNT office for actual programming work. Considering programs of the year, TWFNT should increase the number of the council members and build the system for practical unition between TWFNT and the council.
Fourth, TWFNT needs to fix programs matching with the direction of the festival in earlier stage. This is very critical for programming as theatre's planned performances and as an international performing arts festival. For quality elevation and thorough checking on the spot, the programs should be chosen after being watched, invitations be posted after a close filtering, and the best ones must be taken strict standards for selection. These are for the organization to obtain enough time, secure finances, and professionalism.
Fifth, TWFNT needs to develop advertisement resources continuously and set up executive marketing strategies except for the basic tools in terms of advertisement and marketing. Co-advertisement and co-marketing plans allied with related organs must be set and done in a long run. Integrated marketing plans must be built through proper choices of the programs and concentration on the chosen programs of the year. Development of progressive management resources is effective for festival contents information to be connected to strategical advertisement and finally to get successful marketing outcomes, such as wider public awareness plans for the theatre and festivals. Marketing partnerships with corporations and institutions from participant countries to the festival are highly precise and efficient in terms of international exchanges.
Based on the management of <The World Festival of National Theatres>, this study shows what TWFNT lacks for better management and programs, analyzes the results of the festival, and suggests revitalization methods of it. The result of the study will contribute for the National Theatre of Korea as the capital of performing arts and as the representative theatre in Korea to grow as the international pivot in performing arts culture, to expand its global exchange with excellent performing arts theatres and organizations in the world and to activate the differentiated performing arts festival internationally.