Sustainability and Building Audiences

APAP|NYC 2019 Building Audiences Artwork by Adam Kissick/APAP

APAP and The Wallace Foundation support arts organizations' efforts to reach new audiences and deepen relationships with current audiences. Together, we are proud to share The Wallace Foundation's findings and resources on audience-building efforts with the performing arts field.

Scenario Planning

The COVID-19 pandemic and the national conversation on racial justice have raised important questions about equity, and arts organizations face a volatile ”new normal” with few certainties and many questions. A resource from the Wallace Foundation and AEA Consulting, Navigating Uncertain Times: A Scenario Planning Toolkit for the Arts and Culture Sector, outlines the most likely scenarios for the next five years and how arts organizations can best prepare and succeed, no matter what the future may bring.

Created specifically for the arts sector, the toolkit presents four detailed scenarios, each based on a different outlook on the pandemic's course and how audiences will respond, as well as larger societal forces in the United States and around the world, such as creativity, technology, the economy, the environment and politics. Each scenario is accompanied by planning worksheets with prompts and questions to help guide organizations determine how they might be affected and how they would respond.

Reimaging the Arts Webinar Series

Strengthening community engagement, inclusion and organizational health are not new concepts for nonprofit arts leaders around the country. But the global COVID-19 pandemic and recent national reckoning with racial justice and equity can make these issues seem more urgent than ever. Additionally, many organizations are struggling to stay afloat financially and open at full capacity again.

To help explore these and other pressing issues, The Wallace Foundation convened a arts conversation series, Reimagining the Future of the Arts. The five-part series brings together leading experts in the field to facilitate wide-ranging conversations, each grounded in research commissioned or supported by Wallace.

Replays of past conversations are catalogued at the link above and shared along with other related resources.

Best Practices

The Wallace Foundation has identified nine practices that successful audience-building efforts have had in common. Review the nine practices and read more about them in the downloadable report, The Road to Results: Effective Practices for Building Arts Audiences.

Recognize When Change Is Needed
Identify the Target Audience that Fits
Determine What Kinds of Barriers Need to be Removed
Take Out the Guesswork
Think Through the Relationship
Provide Multiple Ways In
Align the Organization Around the Strategy
Build In Learning
Prepare for Success

Focusing on one of the nine effective practices, this guide Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences, seeks to help arts organizations get over the hurdles of research. It details how to carry out the research effectively – in both low-cost and more elaborate ways – and how to bring together an organizational team to manage the work.

This separate infographic summarizes the guide’s key points.

These principles emerged from case studies of ten arts organizations that undertook audience-building projects as part of the Wallace Excellence Awards initiative. You can read more examples of successes and challenges from the work of museums, opera companies, a theater and other institutions.

More Resources

Research and Studies

A Place to be Heard; a Space to Feel Held: Black Perspectives on Creativity, Trustworthiness, Welcome and Well-Being–Finding. A study of Black Americans suggests that Black communities most value arts experiences that celebrate their creativity, support self-care, earn their trust and foster a sense of belonging.
Why Is It Important That We Continue? Some Nonprofit Arts Organizations Rethink Their Value in Challenging Times. This brief from arts researcher Francie Ostrower and her team at the University of Texas in Austin captures thoughts from leaders of 25 organizations on sustainability and how they might fit into a changing arts landscape.
The Alchemy of High-Performing Arts Organizations by SMU Data Arts. This report, published in partnership with The Wallace Foundation, studies 10 organizations with a track record of high performance and 10 who engineered a turnaround from low to high performance prior to the COVID-19 pandemic.
CULTURE + COMMUNITY IN A TIME OF CRISIS - What does the public want from art in a post-COVID world? You can now download Culture Track’s special report on culture and community in the COVID era today. Approximately 124,000 culture goers and non-goers were surveyed about their thoughts on the role of culture in the wake of the COVID-19 pandemic. Supported by the Wallace Foundation, the report provides valuable insights and possible ways forward.

Discussion Guides

Global Arts Live Tests New Format, New Name to Draw New Audiences, A Discussion Guide - This discussion guide is designed to help arts administrators, board members, and arts practitioners working within varying disciplines and with a range of budget sizes to better understand and apply lessons from Global Arts Lives’ experience to their own.
Ballet Austin: A Discussion Guide - This guide explores preliminary insights from Ballet Austin’s audience-building efforts as part of The Wallace Foundation’s Building Audiences for Sustainability Initiative.
Can the City's Boom Mean New Audiences for the Seattle Symphony: A Discussion Guide - A tool for arts administrators and practitioners to learn how to apply Seattle Symphony's audience-building insights to their own context
Denver Center Theatre Company is Cracking the Millennial Code...One Step at a Time: A Discussion Guide - This discussion guide is designed to help administrators, board members and arts practitioners working in organizations of varying budget sizes and disciplines apply Denver Center’s lessons in audience building to their own work.

Presentations

What They Say and What They Do: How post-performance survey data can help arts organizations learn more about their audiences. How can arts organizations use survey data to cultivate new audiences and strengthen bonds with current attendees? This PowerPoint presentation uses data from three organizations in Wallace’s Building Audiences for Sustainability initiative, which ended in 2019—The Goodman Theatre in Chicago, The Lyric Opera in Chicago and The Pacific Northwest Ballet in Seattle—to explain whether and how key survey metrics can effectively predict ticket sales and offers takeaways and considerations for other arts organizations.
Building Millennial Audiences: Barriers and Opportunities. Arts organizations could help attract millennials by clarifying pricing and better explaining the value of the arts, suggests this Wallace-commissioned synthesis of market research.

Case Studies

CASE STUDY UPDATE: New Media Gets New Audiences into an Old Art Form. Research, collaboration and web analytics help Seattle Opera make opera more meaningful to connected audiences.
CASE STUDY UPDATE: Ambassadors, Advice and Strategic Discounts Bring Newcomers to Minnesota Opera A midwestern company taps its networks and carefully crafts promotions to introduce new audiences to opera.
CASE STUDY UPDATE: The Contemporary Jewish Museum Is Now (Also) a Family Destination. New strategies and a new space have helped the museum welcome young visitors and sow the seeds for future growth.
CASE STUDY UPDATE: Traveling a Long Road: A Decade of Efforts to Cultivate a New Audience at the San Francisco Girls Chorus
CASE STUDY UPDATE: The Party's Still a Hit: The Isabella Stewart Gardner Museum Builds on its Millennial Momentum
WORLD MUSIC/CRASHarts Tests New Format New Name to Draw New Audiences. How a festival and a rebranding effort could increase name recognition and draw younger audiences to an arts presenter in Boston.
Think Opera’s Not for You? Opera Theatre of Saint Louis Says Think Again. See how the company’s engagement of young people and diverse communities across the region is paying off.
Denver Center Theatre Company is Cracking the Millennial Code...One Step at a Time. How the company's experimental offshoot, Off-Center, is creating new types of theater to attract and retain younger audiences.
Can the City's Boom Mean New Audiences for the Seattle Symphony? In line with the community’s spirit of innovation, Seattle Symphony is using audience research to help target and woo recent transplants.
Ballet Austin: Expanding Audiences for Unfamiliar Works. How one arts organization is using research to find new, effective ways to engage audiences with all forms of ballet.
Converting Family into Fans: How the Contemporary Jewish Museum Expanded its Reach. The Contemporary Jewish Museum in San Francisco moves to a larger space and secures a nine-fold increase in family visitors of all backgrounds.
Staying Relevant In A Changing Neighborhood: How Fleisher Art Memorial Is Adapting To Shifting Community Demographics. The Fleisher Art Memorial creates an initiative to bring residents of the surrounding ethnically diverse neighborhood to its on-site programs.
Opening New Doors: Hands-On Participation Brings A New Audience To The Clay Studio. The Clay Studio experimented with a series of events and workshops aimed at persuading their target audience to try out the organization.
Getting Past It's Not For People Like Us: Pacific Northwest Ballet Builds a Following with Teens and Young Adults. A Seattle-based ballet company garnered new interest in traditional and contemporary ballet among teens and adults under the age of 25.
Extending Reach with Technology: Seattle Opera's Multipronged Experiment to Deepen Relationships and Reach New Audiences. To engage audiences, the Seattle Opera used technology including simulcasts, interactive lobby displays and behind-the-scenes videos.
Someone Who Speaks Their Language: How a Nontraditional Partner Brought New Audiences to Minnesota Opera. Learn how an opera company found new audience members among women age 35 to 60.
More Than Just a Party: How the Isabella Stewart Gardner Museum Boosted Participation by Young Adults. Learn how the Isabella Stewart Gardner Museum Boosted Participation by Young Adults. View extra features for this case study.
Cultivating the Next Generation of Art Lovers: How Boston Lyric Opera Sought to Create Greater Opportunities for Families to Attend Opera. Learn how Boston Lyric Opera sought to create greater opportunities for families to attend opera. View extra features for this case study.
Building Deeper Relationships: How Steppenwolf Theatre Company Is Turning Single-Ticket Buyers Into Repeat Visitors. Learn how the Steppenwolf Theatre Company is turning single-ticket buyers into repeat visitors.
Attracting an Elusive Audience: How the San Francisco Girls Chorus Is Breaking Down Stereotypes and Generating Interest Among Classical Music Patrons. Learn how the San Francisco Girls Chorus is breaking down stereotypes and generating interest among classical music patrons. View extra features for this case study.
Wallace Studies in Building Arts Audiences. In-depth case studies of arts organizations that worked to expand, diversify or more deeply engage their audiences, researchers examine what worked and what didn’t. The groups range from museums to opera companies.

5 Minutes to Shine

5 Minutes to Shine: "Building Arts Audiences" Session

A popular event at past APAP|NYC conferences, 5 Minutes to Shine (5MTS) showcased today’s most innovative engagement and audience-building work. 5MTS was an opportunity for artists, presenters, agents, and others to share their compelling story or idea in an exciting pecha kucha-format. Inspired by The Wallace Foundation's Nine Effective Practices for Building Audiences in the Arts , this session highlighted how to go from ideas to action.

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