{"id":24927,"date":"2021-06-30T17:15:22","date_gmt":"2021-06-30T17:15:22","guid":{"rendered":"https:\/\/americanorchestras.org\/?page_id=24927"},"modified":"2026-02-06T22:06:48","modified_gmt":"2026-02-06T22:06:48","slug":"audience-engagement-research-from-the-wallace-foundation","status":"publish","type":"page","link":"https:\/\/americanorchestras.org\/learn\/audience-engagement\/audience-engagement-research-from-the-wallace-foundation\/","title":{"rendered":"Audience Engagement: Research from The Wallace Foundation"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"221\" height=\"73\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/01\/logo-1.png\" alt=\"The Wallace Foundation\" class=\"wp-image-15511\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\"><em>Building Audiences and Reimagining the Future of the Arts<\/em><\/h4>\n\n\n\n<p><a href=\"https:\/\/www.wallacefoundation.org\/pages\/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>The Wallace Foundation<\/strong><\/a>&nbsp;supports audience-building efforts by arts organizations, including orchestras, and commissions research to understand what works, what doesn\u2019t, and why.<\/p>\n\n\n\n<p>Learn more about&nbsp;<a href=\"https:\/\/wallacefoundation.org\/resource\/presentation\/webinar-search-magic-bullet\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Wallace\u2019s Building Audiences for Sustainability<\/strong><\/a>&nbsp;initiative.<\/p>\n\n\n\n<p>The Wallace Foundation\u2019s newest series, <strong><a href=\"https:\/\/www.wallacefoundation.org\/knowledge-center\/pages\/reimagining-the-future-of-the-arts-a-webinar-series-from-the-wallace-foundation.aspx\">Reimagining the Future of the Arts<\/a><\/strong> brings together leading experts in the field to facilitate conversations around some of the most pressing issues facing the arts sector today. Each conversation is grounded in research commissioned or supported by Wallace.<\/p>\n\n\n\n<p>In July 2021, The Wallace Foundation <strong><a href=\"https:\/\/americanorchestras.org\/wallace-foundation-launches-53-million-program-to-focus-on-arts-organizations-of-color%e2%80%8b-issues-open-call-for-participants\/\">announced a new initiative&nbsp;focusing on arts organizations of color<\/a><\/strong>.<\/p>\n\n\n<div id=\"block_73758389a01d473450335c74d6e37dc9\" class=\"ThreespotBlock l-fullwidth content-promo aligncenter\">\n  <div class=\"l-wrap--large\">\n    <div class=\"ContentPromo \">\n  \n          \n    \n    \n    <div \n      class=\"ContentPromo-item ContentPromo-item--main  \">\n              <div class=\"ContentPromo-item-img bg-image\">\n          <a href=\"https:\/\/americanorchestras.org\/proximity-and-performing-arts-attendance\/\">\n            <span class=\"u-screenreader\">Proximity and Performing Arts Attendance Read article<\/span>\n            \n            <img decoding=\"async\" \n              class=\"bg-image-source\"\n              src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/46605\/Wallace-proximity-web-feature-1200x675-c.png\"\n              srcset=\"\n                https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/46605\/Wallace-proximity-web-feature-640x360-c.png 640w,\n                https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/46605\/Wallace-proximity-web-feature-960x540-c.png 960w,\n                https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/46605\/Wallace-proximity-web-feature-1920x1080-c.png 1800w\"\n              sizes=\"\n              (min-width: 725px) 50vw,\n              100vw\"\n              alt=\"\"\n            >\n          <\/a>\n        <\/div>\n      \n      <div class=\"ContentPromo-item-content  \">\n        <p class=\"ContentPromo-item-type\">\n                      <span class=\"ContentPromo-item-type-pipe\">Learn<\/span>\n            \n            <span>Audience Engagement<\/span> \n                  <\/p>\n\n        \n                  <p class=\"ContentPromo-item-date\">February 6, 2026\n            <\/p>\n        \n        \n                  <h2 class=\"ContentPromo-item-title\"><a class=\"\" href=\"https:\/\/americanorchestras.org\/proximity-and-performing-arts-attendance\/\">Proximity and Performing Arts Attendance<\/a><\/h2>\n        \n        <div class=\"ContentPromo-item-description \">\n          This brief from The Wallace Foundation looks at whether someone&#8217;s distance from a performing arts venue has an impact on whether they will attend live events.<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt -->\n        <\/div>\n\n                  <a href=\"https:\/\/americanorchestras.org\/proximity-and-performing-arts-attendance\/\" class=\"ContentPromo-item-link\" data-icon=\"arrow\">\n            <span class=\"u-screenreader\">Proximity and Performing Arts Attendance<\/span> READ MORE\n          <\/a>\n         \n      <\/div>\n    <\/div>\n  \n  \n  <\/div>\n  <\/div>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"sustainability\">Organizational Sustainability<\/h2>\n\n\n<div id=\"block_fa5100542a79ef0d976be55569f4a50b\" class=\"ThreespotBlock l-fullwidth card-promo aligncenter\">\n  <div class=\"l-wrap--large\">\n    <div class=\"CardPromo CardPromo--col3 \">\n  <div>\n        <div class=\"CardPromo-contentWrapper\">\n      <div class=\"CardPromo-content\">\n                  <ul class=\"CardPromo-list\">\n                                                          <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--white CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n                <div class=\"Card-image bg-image\">\n        <img decoding=\"async\"\n        class=\"bg-image-source\"\n        srcset=\"\n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/32692\/Diversifying-audiences-featured-image-640x360-c.png 640w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/32692\/Diversifying-audiences-featured-image-960x540-c.png 960w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/32692\/Diversifying-audiences-featured-image-1200x675-c.png 1200w\" \n        sizes=\"(min-width: 1260px) 400px, (min-width: 900px) 33vw, (min-width: 600px) 20vw, 100vw\"\n        src=\"\" alt=\"\">\n      <\/div>\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Equity, Diversity &amp; Inclusion\">Equity, Diversity &amp; Inclusion<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/conference-2022-diversifying-audiences-with-research-and-relevance\/\">Conference 2022: Diversifying Audiences with Research and Relevance<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--white CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n                <div class=\"Card-image bg-image\">\n        <img decoding=\"async\"\n        class=\"bg-image-source\"\n        srcset=\"\n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26434\/wallace-reimagining-future-arts-640x360-c.jpg 640w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26434\/wallace-reimagining-future-arts-960x540-c.jpg 960w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26434\/wallace-reimagining-future-arts-1200x675-c.jpg 1200w\" \n        sizes=\"(min-width: 1260px) 400px, (min-width: 900px) 33vw, (min-width: 600px) 20vw, 100vw\"\n        src=\"\" alt=\"\">\n      <\/div>\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/the-future-of-the-arts\/\">The Future of the Arts<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--purple CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Health &amp; Wellness\">Health &amp; Wellness<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/helping-arts-workers-navigate-pandemic-induced-burnout\/\">Helping Arts Workers Navigate Pandemic-Induced Burnout<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--white CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n                <div class=\"Card-image bg-image\">\n        <img decoding=\"async\"\n        class=\"bg-image-source\"\n        srcset=\"\n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/18260\/NavigatingUncertainTimesFeature-640x360-c.jpg 640w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/18260\/NavigatingUncertainTimesFeature-960x540-c.jpg 960w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/18260\/NavigatingUncertainTimesFeature-1200x675-c.jpg 1200w\" \n        sizes=\"(min-width: 1260px) 400px, (min-width: 900px) 33vw, (min-width: 600px) 20vw, 100vw\"\n        src=\"\" alt=\"\">\n      <\/div>\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"News\">\n              News\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/wallace-foundation-publishes-scenario-planning-toolkit-to-help-arts-groups-cope-with-pandemic-and-other-challenges\/\">Wallace Foundation Publishes Scenario-Planning Toolkit to Help Arts Groups Cope With Pandemic and Other Challenges<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--purple CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/leaders-of-thriving-arts-groups-of-color-identify-keys-to-success\/\">Leaders of Thriving Arts Groups of Color Identify Keys to Success<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--white CoverLink-parent\">\n    <div class=\"AccessBadge\">\n    <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 12 16\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"27\" height=\"36\" class=\"Card-icon\">\n  <defs>\n    <path id=\"a\" d=\"M1 15.24h9.33V5.91H1v9.33zM3.2 3.71a2.47 2.47 0 014.93 0v1.2H3.2V3.7zM5.67.24a3.47 3.47 0 013.46 3.47v1.2h2.2v11.33H0V4.91h2.2V3.7A3.47 3.47 0 015.67.24zm.5 8.04h-1V13h1V8.28z\"\/>\n  <\/defs>\n  <use fill-rule=\"evenodd\" transform=\"translate(0 -.24)\" xlink:href=\"#a\"\/>\n<\/svg> \n  <\/div> \n    <div class=\"Card-contentWrapper\">\n                <div class=\"Card-image bg-image\">\n        <img decoding=\"async\"\n        class=\"bg-image-source\"\n        srcset=\"\n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/22793\/In-It-for-the-Long-Haul-From-Reimagining-to-Financial-Sustainability-640x360-c.jpg 640w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/22793\/In-It-for-the-Long-Haul-From-Reimagining-to-Financial-Sustainability-960x540-c.jpg 960w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/22793\/In-It-for-the-Long-Haul-From-Reimagining-to-Financial-Sustainability-1200x675-c.jpg 1200w\" \n        sizes=\"(min-width: 1260px) 400px, (min-width: 900px) 33vw, (min-width: 600px) 20vw, 100vw\"\n        src=\"\" alt=\"\">\n      <\/div>\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n                  <span class=\"Card-label Card-label--small\">Member-only Content<\/span>\n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/in-it-for-the-long-haul-from-reimagining-to-financial-sustainability\/\">In It for the Long Haul: From Reimagining to Financial Sustainability<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                    <\/ul>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/div>  <\/div>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"media\">New Media<\/h2>\n\n\n<div id=\"block_858b0fcaadd80996216bd1326b5743d9\" class=\"ThreespotBlock l-fullwidth content-promo aligncenter\">\n  <div class=\"l-wrap--large\">\n    <div class=\"ContentPromo \">\n  \n          \n    \n    \n    <div \n      class=\"ContentPromo-item  u-mt3 has-noImg\">\n      \n      <div class=\"ContentPromo-item-content CoverLink-parent has-noImg\">\n        <p class=\"ContentPromo-item-type\">\n                      <span class=\"ContentPromo-item-type-pipe\">Learn<\/span>\n            \n            <span>Audience Engagement<\/span> \n                  <\/p>\n\n        \n                  <p class=\"ContentPromo-item-date\">February 4, 2020\n            <\/p>\n        \n        \n         \n          <h3 class=\"ContentPromo-item-title\"><a class=\"CoverLink\" href=\"https:\/\/americanorchestras.org\/how-new-media-got-new-audiences-at-seattle-opera-with-wallace-support\/\">How New Media Got New Audiences at Seattle Opera, With Wallace Support<\/a><\/h3>\n        \n        <div class=\"ContentPromo-item-description CoverLink-over\">\n          Can technology enhance the classical music experience for today\u2019s connected audiences? Seattle Opera, which produces five operas each year for an audience of more than 100,000, began using digital and social media to engage audiences several years back, with a boost from a $750,000 Wallace Foundation Excellence Award, which provided funds for four years of experimentation between 2009 and 2012.<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt -->\n        <\/div>\n\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"ContentPromo-item-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg>\n         \n      <\/div>\n    <\/div>\n          \n    \n    \n    <div \n      class=\"ContentPromo-item  u-mt3 has-noImg\">\n      \n      <div class=\"ContentPromo-item-content CoverLink-parent has-noImg\">\n        <p class=\"ContentPromo-item-type\">\n                      <span class=\"ContentPromo-item-type-pipe\">Learn<\/span>\n            \n            <span>Audience Engagement<\/span> \n                  <\/p>\n\n        \n                  <p class=\"ContentPromo-item-date\">March 31, 2015\n            <\/p>\n        \n        \n         \n          <h3 class=\"ContentPromo-item-title\"><a class=\"CoverLink\" href=\"https:\/\/americanorchestras.org\/extending-reach-with-technology-seattle-operas-multipronged-experiment-to-deepen-relationships-and-reach-new-audiences\/\">Extending Reach with Technology: Seattle Opera\u2019s Multipronged Experiment to Deepen Relationships and Reach New Audiences<\/a><\/h3>\n        \n        <div class=\"ContentPromo-item-description CoverLink-over\">\n          &#8220;To engage audiences, the Seattle Opera used technology including simulcasts, interactive lobby displays and behind-the-scenes videos.&#8221; &#8211; Author: Bob Harlow<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt -->\n        <\/div>\n\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"ContentPromo-item-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg>\n        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href=\"https:\/\/americanorchestras.org\/building-millennial-audiences-barriers-and-opportunities\/\">Building Millennial Audiences: Barriers and Opportunities<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li 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640w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26841\/NY-Phil-angel-orensanz1-960x540-c.jpg 960w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26841\/NY-Phil-angel-orensanz1-1200x675-c.jpg 1200w\" \n        sizes=\"(min-width: 1260px) 400px, (min-width: 900px) 33vw, (min-width: 600px) 20vw, 100vw\"\n        src=\"\" alt=\"\">\n      <\/div>\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Symphony\">\n              Symphony\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n                  <span class=\"Card-label 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New Doors: Hands-On Participation Brings a New Audience to The Clay Studio<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--teal 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class=\"Card-contentWrapper\">\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/read-the-audience-journey-three-new-blog-posts-incorporating-data-from-the-wallace-foundation\/\">Read the Audience Journey\u2014Three New Blog Posts Incorporating Data From the Wallace Foundation<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                     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xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--teal CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/understanding-audiences-building-connections-how-the-seattle-symphony-uses-market-research\/\">Understanding Audiences, Building Connections: How the Seattle Symphony Uses Market Research<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--purple CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/taking-out-the-guesswork-a-guide-to-using-research-to-build-arts-audiences\/\">Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                                                        <li class=\"CardPromo-list-item\">\n                  <div class=\"Card Card--teal CoverLink-parent\">\n    <div class=\"Card-contentWrapper\">\n        <div class=\"Card-content f-LibreFranklin\">\n      <div class=\"Card-top\">\n        <span class=\"Card-label Card-label--bold f-uppercase\">\n                      <span class=\"\" aria-label=\"Learn\">\n              Learn\n            <\/span>   \n                     \n                          <span class=\"Card-pipe\"><span class=\"u-screenreader\">|<\/span><\/span>\n                        <span class=\"\" aria-label=\"Audience Engagement\">Audience Engagement<\/span>\n                  <\/span>\n\n                \n         \n        <h2 class=\"Card-title f-IvyMode\">\n          <a class=\"Card-link CoverLink\" href=\"https:\/\/americanorchestras.org\/the-road-to-results-effective-practices-for-building-arts-audiences\/\">The Road to Results: Effective Practices for Building Arts Audiences<\/a>\n        <\/h2>\n      <\/div>\n      <div class=\"Card-bottom\"> \n                          <span><\/span>\n                  <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" viewBox=\"0 0 44 44\" focusable=\"false\" aria-hidden=\"true\" role=\"presentation\" width=\"44\" height=\"44\" class=\"Card-icon\">\n    <path fill-rule=\"evenodd\" d=\"M22 0c12.13 0 22 9.87 22 22s-9.87 22-22 22S0 34.13 0 22 9.87 0 22 0zm0 1.91A20.11 20.11 0 001.91 22 20.11 20.11 0 0022 42.09 20.11 20.11 0 0042.09 22 20.11 20.11 0 0022 1.91zM24.83 13l7.97 7.97.58.7-.58.7-7.97 7.97-1.4-1.4 6.38-6.33H11v-1.88h18.8l-6.38-6.32 1.4-1.41z\"\/>\n<\/svg> \n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>                <\/li>\n                                    <\/ul>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/div>  <\/div>\n<\/div>\n\n\n<h6 class=\"wp-block-heading\" id=\"engagement\"><font color=\"#ffffff\">Family and Women Engagement<\/font><\/h6>\n\n\n<div id=\"block_01badaa0a61469112fe051175c8e2c60\" class=\"ThreespotBlock l-fullwidth tile-promo aligncenter\">\n  <div class=\"l-wrap--wide\">\n    <div class=\"TilePromo TilePromo--withBkg\">\n  <div class=\"TilePromo-contentWrapper\">\n    <div class=\"TilePromo-content\">\n      <div class=\"ImagePromo\">\n  <div class=\"ImagePromo-content ImagePromo-layout\">\n    <div class=\"ImagePromo-layout-col\">\n      <div class=\"ImagePromo-body\">\n                        <h2 class=\"ImagePromo-title f-h2 c-blue\">Family and Women Engagement<\/h2>\n                      <\/div>\n    <\/div>\n    <div class=\"ImagePromo-layout-col\">\n              <img decoding=\"async\"\n          class=\"ImagePromo-image\"\n          srcset=\"\n          https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26842\/TSO-image-Jag-Gundu-640x360-c.jpg 640w, \n          https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26842\/TSO-image-Jag-Gundu-960x540-c.jpg 960w, \n          https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/26842\/TSO-image-Jag-Gundu-1200x675-c.jpg 1200w\" \n          sizes=\"(min-width: 1260px) 580px, (min-width: 650px) 50vw, 100vw\"\n          src=\"\" alt=\"\">\n          <\/div>\n  <\/div>\n<\/div>\n              <ul class=\"TilePromo-list\">\n                      <li class=\"TilePromo-list-item\">\n              <div class=\"Tile CoverLink-parent\">\n  <div class=\"Tile-contentWrapper\">\n    <div class=\"Tile-content c-white\">\n                    <h3 class=\"Tile-title f-h4\">\n                <a class=\"Tile-title-link CoverLink\" \n                  data-icon=\"arrow\"\n                  \n                  href=\"https:\/\/americanorchestras.org\/converting-family-into-fans-how-the-contemporary-jewish-museum-expanded-its-reach\/\"\n                  target=\"\">\n                  <span>Converting Family into Fans: How the Contemporary Jewish Museum Expanded its Reach<\/span>\n                <\/a>\n              <\/h3>\n                    <p class=\"Tile-text CoverLink-over\"><\/p>\n          <\/div>\n  <\/div>\n<\/div>            <\/li>\n                      <li class=\"TilePromo-list-item\">\n              <div class=\"Tile CoverLink-parent\">\n  <div class=\"Tile-contentWrapper\">\n    <div class=\"Tile-content c-white\">\n                    <h3 class=\"Tile-title f-h4\">\n                <a class=\"Tile-title-link CoverLink\" \n                  data-icon=\"arrow\"\n                  \n                  href=\"https:\/\/americanorchestras.org\/someone-who-speaks-their-language-how-a-nontraditional-partner-brought-new-audiences-to-minnesota-opera\/\"\n                  target=\"\">\n                  <span>Someone Who Speaks Their Language: How a Nontraditional Partner Brought New Audiences to Minnesota Opera<\/span>\n                <\/a>\n              <\/h3>\n                    <p class=\"Tile-text CoverLink-over\"><\/p>\n          <\/div>\n  <\/div>\n<\/div>            <\/li>\n                      <li class=\"TilePromo-list-item\">\n              <div class=\"Tile CoverLink-parent\">\n  <div class=\"Tile-contentWrapper\">\n    <div class=\"Tile-content c-white\">\n                    <h3 class=\"Tile-title f-h4\">\n                <a class=\"Tile-title-link CoverLink\" \n                  data-icon=\"arrow\"\n                  \n                  href=\"https:\/\/americanorchestras.org\/cultivating-the-next-generation-of-art-lovers-how-boston-lyric-opera-sought-to-create-greater-opportunities-for-families-to-attend-opera\/\"\n                  target=\"\">\n                  <span>Cultivating the Next Generation of Art Lovers: How Boston Lyric Opera Sought to Create Greater Opportunities for Families to Attend Opera<\/span>\n                <\/a>\n              <\/h3>\n                    <p class=\"Tile-text CoverLink-over\"><\/p>\n          <\/div>\n  <\/div>\n<\/div>            <\/li>\n                  <\/ul>\n                  <\/div>\n  <\/div>\n<\/div>  <\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><em>These resources are made possible by <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.wallacefoundation.org\/pages\/default.aspx\" target=\"_blank\">The Wallace Foundation<\/a><\/strong>. The League is pleased to be working in partnership with the Foundation to help share ideas and practical solutions to problems in building audiences for the arts.<\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-gray-dark-color has-blue-light-background-color has-text-color has-background is-layout-flow wp-block-group-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><a href=\"https:\/\/www.wallacefoundation.org\/pages\/default.aspx\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"221\" height=\"73\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2020\/12\/logo.png\" alt=\"\" class=\"wp-image-10493\" style=\"width:221px;height:73px\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><em>Banner: A standing ovation for the Grant Park Orchestra in Chicago\u2019s Millennium Park. Photo courtesy of Grant Park Orchestra<\/em>.<\/p>\n\n\n\n<p><em>Family and Women Engagement: A child dances along to the Toronto Symphony Orchestra&#8217;s Relaxed Performance for neurodiverse audiences on April 27, 2019. Photo: Jag Gundu<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Building Audiences and Reimagining the Future of the Arts The Wallace Foundation&nbsp;supports audience-building efforts by arts organizations, including orchestras, and commissions research to understand what works, what doesn\u2019t, and why. Learn more about&nbsp;Wallace\u2019s Building Audiences for Sustainability&nbsp;initiative. The Wallace Foundation\u2019s newest series, Reimagining the Future of the Arts brings together leading experts in the field &hellip;<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":23,"featured_media":17146,"parent":35340,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"views\/template-topic.blade.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-24927","page","type-page","status-publish","has-post-thumbnail","hentry","topic-audience-engagement","topic-wallace-foundation-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Audience Engagement: Research from The Wallace Foundation - americanorchestras.org<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/americanorchestras.org\/learn\/audience-engagement\/audience-engagement-research-from-the-wallace-foundation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Audience Engagement: Research from The Wallace Foundation - americanorchestras.org\" \/>\n<meta property=\"og:description\" content=\"Building Audiences and Reimagining the Future of the Arts The Wallace Foundation&nbsp;supports audience-building efforts by arts organizations, including orchestras, and commissions research to understand what works, what doesn\u2019t, and why. 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