Following the successful conclusion of the 2014 Nelson Arts Festival, Renee Liang caught up with outgoing director Sophie Kelly and asks if there is a formula for success.

"There’s a lot of gut feeling I’ll admit. I’ve been fortunate  to have been working with Nelson audiences for some time (ten years) so I know the community and what they enjoy seeing."

How far in advance do you plan each festival?

It’s an annual Festival, so by the time we open the planning for the next one is well underway.  We collaborate closely with other regional festivals, so it’s a case of meeting early and planning together. This year for example we have coordinated our programme with the Dunedin Festival and next year we’ll be coordinating with Tauranga and Wairarapa. The coordination of our programs is very deliberate – Taranaki, Christchurch, Nelson, Wairarapa and Tauranga all have Festivals close together by design, so with good planning we can all benefit and this benefits artists too in terms of a longer life for their work.

What’s the best way to get programmed by your Festival?

PANNZ Performing Arts Market is a good start – not only do we see all the pitches but we meet with artists, get together with other presenters and start the planning process right then and there. I prefer to see pitches for full length work, but the Breakfast of Bright Ideas is also good to see what might be coming up.  And of course, we tend to book out our schedules seeing actual shows before and after too.

A direct approach works too, or you can email me information about your show.  We like to build ongoing relationships with artists – for example this year Trick of the Light Theatre which presented two shows. I met Ralph and Hannah when they presented The Bookbinder at Fringe last year and I knew I wanted The Road That Wasn’t There also – it was just a good fit with the programme.

Is there a 'formula' for success - judging what will appeal?

There’s a lot of gut feeling I’ll admit. I’ve been fortunate  to have been working with Nelson audiences for some time (ten years) so I know the community and what they enjoy seeing.   I’m looking for things that will fit with audiences – some local connection or relevance or following. Julia Deans for example has a hugely loyal following in Nelson, so we’ve brought her back several times. 

Do you try to subtly challenge local tastes, in your Festival offerings?

We do try to push boundaries – it’s a calculated risk! For example Nelson audiences aren’t so used to contemporary dance, but last year I took a gamble and programmed two large dance works – Faultlines (a Chinese-NZ piece) and Atamira Dance Co’s latest work.  Both shows were successful, and on the back of this the year’s offering, Back Of The Bus, sold out early.

What is the role of the Nelson Arts Festival in terms of creative activity and connection in the region?

We do see ourselves as seeding, connecting and offering opportunity in the region.  The Granary sessions (free musical events pre and post shows) are a great local showcase, and we try to keep it fresh. They often bring their own audiences and are very well supported by the locals.  Shows like Back Of The Bus offer an opportunity for local artists (in this case a dancer) to take part in a touring professional show.  The Writer’s festival is another one – with workshops by visiting writers and collaborations with local poets and writers in the form of co performances or panel discussions.

So where do you go to next?

I’m currently programming the Bay Of Islands Arts Festival, which is exciting and fun!  But I’m also looking forward to taking a break.  Programming an annual festival means you never slow down, and we’re looking forward to some down time, taking the kids to Europe and traveling around for a few months.