Dance City is one of the first national cultural organisations who have adopted the Family Arts Campaign’s new Age-Friendly Standards. They were developed in consultation with leading experts including Age UK, 170 arts and cultural organisations, and older arts attenders.

The Age-Friendly Standards provide specific guidance on welcoming older people and displaying this new kitemark affirms that the organisation has considered the often more complex needs of older visitors.

Dance City prides itself on the exemplary welcome provided for older members of the community through our over 55s classes and workshops and engagement. Older people are valued audiences and participants and these Standards send a clear message that they are a priority for the organisation.

The development of the Age-Friendly Standards is a response to reported trends which indicated a significant drop-off in cultural engagement in later life, due to multiple barriers which older people may encounter.

The significant opportunity for arts and culture to play a role in enhancing quality of life for older people is further reflected in Age UK’s 2017 Index of Wellbeing in Later Life[1] which reports ‘Creative and cultural participation’ to be the most prominent indicator to wellbeing in later life, scoring highest amongst a large range of contributing factors.

The Age Friendly Standards address five key areas when welcoming older audiences:

  1. Building relationships
  2. Considering suitable programming
  3. Providing appropriate facilities
  4. Communicating appropriately
  5. Providing a warm welcome

The development of the Age-Friendly Standards was supported by Arts Council England.

Further information on the Age-Friendly Standards on