Performing Arts Forum is hosting the next Druidstone Essentials of Marketing course – a hands-on, practical training designed to strengthen marketing know-how across Ireland’s performing arts sector and led by Heather Maitland and Katy Raines.
DRUIDSTONE 2026 – is taking place at Aherlow House Hotel, The Glen of Aherlow, Co. Tipperary – Tuesday 20 January – Thursday 22 January 2026
This two-night residential programme will give you the tools, confidence, and connections to make an immediate impact in your organisation. Through large group sessions alongside small group discussions and evening talks, you’ll explore the core principles of marketing, develop simple strategies, and gain practical skills you can put to work straight away.
WHO IS IT FOR?
- This course is designed for people with at least three months’ experience working in marketing or communications in performing arts venues, festivals or production companies.
- Freelance arts workers working regularly with arts organisations are also welcome.
WHY TAKE PART?
- Build your marketing skills and confidence.
- Learn from expert tutors and guest speakers.
- Connect with peers across Ireland and form lasting networks.
- Return to your organisation ready to deliver stronger, smarter marketing.
- Affordable accommodation and a supportive, focused learning environment will make this an energising and inspiring experience.
HOW DO I RESERVE A PLACE?
Bookings Now Closed
To submit your interest in attending please complete the Booking Request Form here
*Please read pricing options and accessibility notes on the booking form before submitting
- We have only 24 places available for this 3 day/2-night Arts Marketing Residential
- Please note that the places will be distributed from a selection process
- Preference is towards current members of Performing Arts Forum (to become a member more information here)
- Closing date for submissions of attendance is 5pm Monday 3 November 2025
- Successful applicants will be notified by Monday 10 November
- Payment for place should be paid in full by 12 noon Monday 1 December 2025
TICKET PRICE OPTIONS
Your ticket price includes breakfast and lunch on each of the three days, as well as accommodation and dinner on both evenings.
- Member Tier 1 Option – €275
- Member Tier 2 Option – €325*
- Non-Member Tier 1 Option – €450 (To become a member more information here)
- Non-MemberTier 2 Option – €500* (To become a member more information here)
*Please see the notes on accommodation for hotel single room supplement.
WHAT IS INCLUDED? – Programme Schedule
YOUR TIME AT AHERLOW HOUSE HOTEL
Accommodation
- We have a limited mix of hotel rooms and Scandinavian lodges (both situated on the grounds, with the lodges being a minutes walk from the hotel).
- Each lodge can accommodate three persons and has three ensuite bedrooms (two double & one twin) with shared sitting room (complete with working fireplace) and kitchen (though breakfast will be served in the hotel for all).
- Rooms in the lodges are included in the original ticket price (Members €275 & Non-Members €450).
- To reserve a single room within the hotel itself is an additional €50 (total ticket price €325 for members and €500 for non-members).
Accessibility:
- The lodges on the grounds of Aherlow are accessible with ground floor ensuite bedrooms
- The bedrooms in the main hotel are only accessible by stairs – there is no lift on the premises.
- Within the main hotel – the reception and dining facilities are all wheelchair accessible and the conference room is located on the lower ground floor accessible via an external accessible ramped entrance.
- Please include any additional/accessible or medical requirements in order for us to make your time on this programme more inclusive and as stress-free as possible and inform the hotel where noted.
GETTING THERE
By Car: There is on site parking if you are driving and directions with EIRCODE & GPS information can be found here
We have also set up a Druidstone Carpool option for those who wish to share the journey and leave a greener footprint en route. Either log your interest in availing of a lift or that you have a car and are willing to take passengers interested in attending
By Train:* There are direct train services from Dublin (Heuston), Cork & Galway to Limerick Junction: See Irish Rail for full details.
By Bus:* There are direct bus services from Dublin, Cork & Waterford to Limerick Junction: See Bus Eireann for full details.
*As there is no direct route of public transport to Aherlow we will be putting on shuttle services to and from Limerick Junction (more about this on receipt of placement)
For multi-connecting travel, over-the-border travel routes and directions try Rome2Rio website for options, prices and booking
For any further questions or queries please email paul@performingartsforum.ie
2026 Druidstone Facilitators
Heather Maitland
HEATHER MAITLAND has worked in Ireland as an arts consultant and trainer since 2004 when she designed and led the first Druidstone Ireland course for Theatre Forum (now Performing Arts Forum).
She has an excellent understanding of Ireland’s cultural organisations having delivered annual audience analysis and consultancy sessions to more than 50 of its theatres, cinemas, arts centres and festivals for 12 years. She has worked across Europe in a wide range of artforms including visual arts, contemporary dance, theatre for young audiences, cinema, music and digital media.
Most recently, she has helped the Linenhall in Castlebar engage communities across Mayo to co-design their new Five-Year Plan. She has just completed a review of Culture Night and a review of policies on artists’ pay and conditions involving the creation of a toolkit to support pay policy development, both for the Arts Council and both with Janice McAdam. As a researcher, she specialises in large-scale, collaborative customer data analysis projects, impact studies and in-depth qualitative research. She first worked with Katy Raines in 1992 and since 2020 they have cooperated on research projects for Performing Arts Forum.
Heather supported over 100 organisations with audience, business and art form development as head of two of the UK’s audience development agencies. She has nine books on arts marketing and audience development to her credit and has delivered seminars and training programmes throughout the UK, Ireland and worldwide including China, Syria, Colombia and Zimbabwe.
Katy Raines
Katy Raines MA MBA (CEO, Indigo-Ltd) is regarded as one of the UK and Ireland’s leading consultants on data-driven strategy for Cultural Organisations. She has developed and led research and implementation programmes for large and middle scale organisations throughout the UK and Europe.
During Covid-19 she developed and delivered the world’s largest collaborative dataset of cultural attenders’ attitudes to returning to cultural events, beginning with After-The-Interval, and working with over 800 organisations – capturing over ½ million responses from attenders, for which Indigo won several awards, and Katy won a UK national award for Outstanding Leadership (Covid Response Awards).
Working with Heather Maitland she ran ‘Missing Audiences Ireland’ in 2022 and appeared on RTÉ’s Culture Files to explore and discuss the findings.
Since then she has led Indigo’s growth, to launch Indigo Share – a new collaborative approach to research across the Arts and Culture and is a finalist in the British Data Awards 2024.
www.indigo-ltd.com @katyraines @indigoltd