Performing Arts

Campus MAPAS 2022

During the months of May and June, MAPAS Mercado Cultural will hold a series of workshops aimed specifically at performing arts organizations and artists focused on promoting their projects with the intention of opening channels of internationalization. The training proposal will be free, face-to-face in one day per capital, on consecutive days, and will always be prioritized in order of registration when offering places.

Gran Canaria: Cuyás Theater - Josefina de la Torre Room/Press Room

Tenerife: Espacio La Granja - Sala Pérez Minik

12 May Gran Canaria
13 May Tenerife

The creation and implementation of a scenic project

The implementation of a viable project in the field of performing arts must have a series of key skills and strategies. The transformation of the idea into a project materializes from the elaboration of a realistic and consistent proposal, the planning of a series of actions and strategies that lead to the final distribution and exhibition: the analysis of the context and the cultural audiences, team management, collaboration networks, design as well as elements related to communication, negotiation, marketing and fundraising in the context of programming trends. Each idea is unique, and there are many ways to make it come true.

Santiago Arroyo Serrano

Santiago Arroyo Serrano

Doctor from the University of Salamanca specialized in cultural management in the public and private spheres with 20 years of experience. He is currently the main consultant for LPA Impulsa, the Las Palmas de Gran Canaria City Council program to promote the city's cultural and creative industries. President of the Ibero-American Foundation for Cultural and Creative Industries and member of the board of directors of the European Network of Cultural Centers ( He is a professor of performing arts management and attached to the Ibero-American Chair of Cultural and Creative Industries at the Miguel Hernández University of Elche.

19 May Gran Canaria
20 May Tenerife

Internationalisation and pathways to international circulation

A series of key factors must be taken into account when preparing artistic projects for international mobility and circulation in order to ensure that they are effective. There needs to be a proposal (or proposals) that convey the creative and technical abilities of the artistic and organisational team. Projects must also be based on a unique artistic narrative. It is also important to be able to adapt our proposals and their structure to emerging changes and new settings. A strategic plan setting out objectives and actions to take the project further in a structured manner should also be produced. In this workshop, we will analyse how to tackle these four aspects effectively and present the techniques and resources that are available when designing an internationalisation plan. It will explore the opportunities and obstacles to internationalisation (am I ready to go international?), explain how to identify and select international objectives, and present the actions and practices most commonly used to enable projects to circulate successfully.

Toni Gonzalez

Toni Gonzalez

Toni González is an experienced consultant in artistic mobility, internationalisation, strategic development and transformation of performing arts and music projects.

26 May Gran Canaria
27 May Tenerife

Management and administration of performing arts companies and venues

This workshop will focus on the design, development, production and implementation of cultural projects. It will also explore their launch and commercialisation, with a particular emphasis on the distribution and commissioning of concerts and shows and on funding sources for projects of this kind at venues or as company productions. The challenge when it comes to production and management is how to make our project sustainable and profitable. We will consider the tools needed to fully amortise our investment and the financial instruments available to ensure profitability and financial viability. The workshop will allow participants to acquire or expand the following knowledge, techniques and skills:

  • Producer profiles.
  • Technical and artistic production.
  • Phases of production.
  • Different areas of production and distribution.
  • Management models. Selling the show: distribution.
  • Operating Model for Cultural Venues.
Merce Puy grande

Mercy Puy

Merce Puy is a partner at Vania Produccions and executive producer and performing arts director at Terrat©. She specialises in the production and distribution of performing arts and music shows at the national and international level and has extensive experience as an executive and artistic producer and as a teacher of performing arts production.

2 June Gran Canaria
June 3 Tenerife

Public recruitment of professionals from the cultural sector

Abounding in the approach of the Administration to the citizens, the workshop is launched Approach to administrative contracting for professionals in the cultural sector, organized by the MAPAS project (Professional Performing Arts Market of the South Atlantic), with the participation of the Ministry of Culture of the Cabildo of Gran Canaria, the Cabildo of Tenerife and the Deputy Ministry of Culture of the Government of the Canary Islands. Highlight among the main objectives of this workshop:

  • Encourage the participation of professionals from the cultural sector in the contracting procedures convened by the Cabildo de Gran Canaria.
  • Know and understand in a simple way the legislation on public procurement applicable to said procedures.
  • Provide the necessary tools to present themselves with guarantees of success to the contracting procedures convened, among other institutions, by the Cabildo de Gran Canaria.
Isabel Gutiérrez Santana

Isabel Otilia Gutierrez Santana

Born in Gran Canaria, she has a Law Degree from the ULPGC, University Expert in Public Administration and University Expert in Public Sector Contracts.

Teacher-tutor in training given by the Canary Institute of Public Administration (ICAP) and by the National Institute of Public Administration (INAP).

With extensive experience in contracting in the public sector, he has performed his functions in the General Intervention and Contracting Services of the Cabildo de Gran Canaria. She is currently Head of the Contracting Service and Secretary of the Permanent Contracting Board of the Insular Corporation.

June 9 Gran Canaria
June 10 Tenerife

How to participate effectively in markets and fairs

Professional performing arts forums, markets and events are an excellent place for meeting stakeholders in the sector, expanding your agenda and promoting your portfolio of shows or unique artistic universe. They are also a space of intense activity and interaction where it can be difficult to know how to behave and how to discuss your projects. This workshop aims to provide an overview of the current structure and characteristics of the performing arts sector and of the opportunities available for pooling ideas. We will also identify the values and key ideas in our projects, looking for the best ways to convey them and the bridges that will allow us to build lasting relationships with programmers at cultural venues.

Ana Belén Santiago

Ana Belen Santiago

Ana Belén Santiago is artistic director at the Teatro del Barrio in Madrid and general coordinator of REDELAE, Red Eurolatinoamericana de Artes Escénicas. She is also an experienced theatre producer.

Octavio Arbelaez

Octavio Arbeláez

Octavio Arbeláez is a renowned international cultural manager, who has overseen a multitude of artistic and musical projects. He is the artistic director of MAPAS, the South Atlantic Performing Arts Market.

June 16 Gran Canaria
June 17 Tenerife

Audiences, communication and digital transformation

Now more than ever, we must consider the crucial role of audiences in the future of the arts. Audiences are a reflection of their era. These days, they are critical, participatory, disloyal, connected, multitasking, image-hungry, omnivorous prosumers (producers and consumers), but above all, they are relational. Although the pandemic has confined them to their homes and temporarily distanced them from their natural habitat, it has led to the emergence and predominance of online audiences. Hybrid virtual and in-person formats are bound to remain popular in the short term. This means that we need to review our communication and digital transformation strategies in order to put audiences at the heart of our cultural and artistic projects.

Pepe Zapata (c) Oliver Montiel

Pepe Zapata

Pepe Zapata graduated in English Studies at the University of Barcelona. He started his career as an actor at a company where he later became manager. He has also worked as communication and marketing director at the Mercat de les Flors from 2009 to 2014 and as communication, marketing and audience director at Grupo Focus. He is now director of Club TR3SC.

30 June Gran Canaria
1 July · Tenerife

Music synchronisation

Music synchronisation for audiovisual media is a growing sector in the music industry because of the revenues it can generate for creators and the boom in demand for content from digital platforms like Netflix, Amazon and HBO around the world. With tens of thousands of tracks released each day, there is huge competition in the music world and it is important to be prepared to work in this market niche by familiarising yourself with the legal, administrative, creative and commercial stakes involved. The aim of this workshop is to provide a step-by-step guide to music synchronisation, from creating a piece of music to capitalising on an opportunity for synchronisation once it is complete.


Patricia Carrera

Patricia Carrera has almost 19 years’ experience in copyright and associated rights for artists and authors and has worked in licensing for films, TV and advertising for 11 years. She also has extensive experience in music supervision and consulting for audiovisual outlets. She represents international producer Phil Vinall and handles administrative matters for artists including Beto Cuevas, Ely Guerra, Enjambre, Pato Machete and Jonaz.