By Jerome Whittingham
Gabriella Gay, poet and arts producer based in Stoke-on-Trent, emphasises the crucial role of personalised invitations in engaging diverse communities with the arts. Through her work with various community groups, Gabriella has observed that general publicity and social media posts are often insufficient to draw in audiences, particularly from underrepresented communities.
Gabriella was speaking with Siobhan Mcaleer and Ryan Ball during a Stoke Creates special commission.
“It’s really interesting,” she notes. “People come because they know someone involved, or they have a personal connection with the organiser. It’s much more relationship-driven here in Stoke, especially when it comes to Black and Brown communities. They want a conversation, a personal invite.”
She added: “In my experience, the importance of the invite goes beyond Black and Brown people to all people who may feel intimidated by or underrepresented in arts and heritage spaces – those who consider themselves working class, neurodivergent, disabled people and more.”
Gabriella explains that this personalised approach extends beyond just an invitation; it often involves detailed discussions about the event’s vision and its significance. “I’ve found that what works is explaining the wider vision. I tell them, ‘This isn’t just about me, but about what we’re trying to do in the art scene here in Stoke.’ That personal touch and connection are what make people feel valued and included.”
She also acknowledges the time-intensive nature of this approach but believes it’s necessary for genuine community engagement. “It does take a lot of time, but it’s worth it,” she says. “You can’t just put up a poster and expect people to come. It’s about building relationships and trust.”
Gabriella’s approach reflects a broader challenge in the arts: how to reach and engage diverse audiences meaningfully.
She said: “Some arts organisations think that if they diversify their actors, performers or artists they will diversify their audiences. It’s not that simple.”
Her work underscores the importance of understanding the unique needs and preferences of different communities and the power of a personal touch in making the arts accessible to all. “It’s all about relationships,” she concludes, “and that’s where the real work begins.”