This study investigates the dynamics of inter-organisational collaboration and their role in demand stimulation in the performing arts. While the literature suggested methods and outcomes of collaboration and its role in demand stimulation, recent media reports indicated very few South African Performing Arts Organisations (PAOs) were involved in any form of collaboration. Therefore before the theories on could be tested the reasons behind the limited collaboration in South Africa had to be investigated.An exploratory investigation was conducted in two phases. The first phase focused on collecting the opinions on all aspects of collaboration from strategic decision makers in PAOs to form a set of guidelines for collaboration. In phase two these guidelines were validated by the same strategic makers through a self-administered questionnaire.From the results emerged a set of barriers to and enablers of collaboration. In addition, several contextual factors emerged that greatly impact collaboration and its effectiveness as a marketing tool. The political history of South Africa in particular has created a divide, not only in the performing arts industry but in the audience as well, that makes collaboration extremely difficult. PAOs need to be able to use collaboration to mobilise support from other economic sectors in order to bridge this divide.