Building Arts Organizations That Build Audiences
20 pages, March 2012. The Wallace Foundation, 5 Penn Plaza, 7th Floor, New York, NY, 10001, (212) 251-9700, www.wallacefoundation.org.
From sponsoring after-hour events for 20-somethings to finding “ambassadors” to ethnic communities, arts organizations are looking for ways to develop audiences. What works? What doesn’t? And how can successes in audience development be sustained? This report, documenting a June 2011 Wallace conference of foundation-supported arts groups, marketing mavens, researchers and others, provides some potential answers, including encouraging organization-wide learning for audience building.