Since 2002 Sheffield Contemporary Art Forum has been running an Ambassador Scheme, recruiting individuals from organisations based in the city as active supporters of contemporary art in Sheffield. The basic idea behind the scheme is to promote art to ‘urbanites’: those who work, live and socialise within the city centre, reaching them through existing work and social networks. We also want to bring in new audiences, and to generally raise the awareness of art in Sheffield. 

The scheme has been run in several incarnations, with different strands or themes running through them: Prior to the Art Sheffield events, the schemes focus on familiarising audiences to the venues in Sheffield and enthusing them in the ‘warm up’ to the festivals; in 2006 we concentrated on the theme of buying or collecting art; and for our next Ambassador scheme, we are planning to not only introducing people to art in the city through tours and gallery crawls, but also engaging audiences with the ideas behind contemporary art through artist interviews, podcasts, curators’ tours and other articles.

Past and current participants of the Ambassador Scheme include individual representatives from the Forum cafe bar, HSBC, HLW Commercial Lawyers, Sheffield College, Sheffield Hallam University, the University of Sheffield, Waterstones, to name but a few.

Ambassadors Further Information

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