AMA 453W/553 - Marketing the Arts

The guidebook from The Wallace Foundation shows how audience research can lead to better audience-building results. Each chapter provides examples of organizations that used audience research to sharpen their approaches. The book also includes detailed guidelines for people who want to design and manage their own audience research.

This case study describes Ballet Austin is using research to find new, effective ways to engage audiences with all forms of ballet.

This series shares best practices in audience engagement and questions how we define the relationship between artists, theatre companies, and audiences. In this piece, Neena Arndt (associate dramaturg at Goodman Theatre) discusses ways the organization provides information to the audience before they see the show.

WolfBrown conducted this literature review in October 2011 in partial fulfillment of
its contract with the NEA to design and pilot test a survey of how audiences are affected by arts programs

This video from Dance/USA is a webinar on audience building featuring Thomas Cott, Senior Director of Marketing and Creative Content for Alvin Ailey American Dance Theater, and Lia Chiarelli, Director of Marketing and Communications for Pacific Northwest Ballet. These organizations used market research strategies to test initiatives designed to attract new millennial audiences.

President of Capacity Interactive Erik Gensler spoke on June 7, 2017 in an elective at the League of American Orchestras' 72nd National Conference, Detroit MI, June 6-8.