{"id":35021,"date":"2022-12-22T17:50:18","date_gmt":"2022-12-22T17:50:18","guid":{"rendered":"https:\/\/americanorchestras.org\/?page_id=35021"},"modified":"2025-03-07T17:37:48","modified_gmt":"2025-03-07T17:37:48","slug":"audience-growth-resources","status":"publish","type":"page","link":"https:\/\/americanorchestras.org\/learn\/audience-engagement\/audience-growth-resources\/","title":{"rendered":"Audience Growth Resources"},"content":{"rendered":"\n<p><em>Updated July 2024<\/em><\/p>\n\n\n\n<p>Despite the differences between individual orchestras, what is clear is that audience preferences and priorities have profoundly changed. As a result, the orchestra field will need to think differently: meeting audiences where they are today \u2013 with new approaches to presentation, programming, marketing, and customer experience \u2013 will be critical. We hope the resources below and on the <strong><a href=\"https:\/\/americanorchestras.org\/learn\/audience-engagement\/audience-diversification-resources\/\">audience diversification resources page<\/a><\/strong> will inform the work ahead.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js is-open\" data-initially-open=\"true\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-350210\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Read First<\/h2><div id=\"ac-350210\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/aubreybergauer.medium.com\/three-case-studies-of-orchestras-that-are-growing-their-audiences-1c503596ea3d\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Strategies: <\/strong><strong>See how the Fort Collins Symphony, the Queensland Symphony Orchestra, and the Flagstaff Symphony<\/strong><\/a>&nbsp;have each built many small changes into significant success in audience growth and retention.<\/li>\n\n\n\n<li><strong>NEW JULY 2024 Strategies: <\/strong>Learn how 25 arts organizations tested different approaches to build new audiences while keeping their current audiences engaged by reading <a href=\"https:\/\/wallacefoundation.org\/report\/search-magic-bullet-results-building-audiences-sustainability-initiative-results-building\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>In Search of the Magic Bullet<\/strong><\/a>. This new report and <a href=\"https:\/\/www.youtube.com\/watch?v=w4-c-W72JcQ\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>accompanying webinar<\/strong><\/a> detail the results from the Wallace Foundation\u2019s <a href=\"https:\/\/wallacefoundation.org\/report-series\/building-audiences-sustainability\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Building Audiences for Sustainability initiative<\/strong><\/a>, which ran from 2015 to 2019.<\/li>\n\n\n\n<li><strong>NEW JULY 2024 Challenges:<\/strong> While many orchestras have put new initiatives in place, others remain focused on engaging the same kind of people.&nbsp;<a href=\"https:\/\/www.colleendilen.com\/2018\/02\/21\/well-cultural-organizations-welcoming-racially-diverse-attendees-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read more from IMPACTS Experience on audience shrinkage<\/strong><\/a>&nbsp;in the context of population change on a national level, and&nbsp;<a href=\"https:\/\/americanorchestras.org\/learn\/audience-engagement\/audience-diversification-resources\/\"><strong>explore our Audience Diversification Resources.<\/strong><\/a><\/li>\n\n\n\n<li><strong>Opportunities:<\/strong> Dive deep into the important work of redefining audience beyond patrons, to include the wider communities we serve. Watch the League webinars&nbsp;<a href=\"https:\/\/americanorchestras.org\/the-new-ecosystem-for-community-centered-commitments\/\"><strong>The New Ecosystem for Community Commitments<\/strong><\/a>, and&nbsp;<a href=\"https:\/\/americanorchestras.org\/understanding-audience-motivations-in-a-time-of-ongoing-uncertainty\/\"><strong>Understanding Audience Motivations in a Time of Ongoing Uncertainty<\/strong><\/a>. And <a href=\"http:\/\/www.artofrelevance.org\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>read&nbsp;<em>The Art of Relevance<\/em><\/strong><\/a>&nbsp;by League&nbsp;<a href=\"https:\/\/americanorchestras.org\/conference-keynote-with-nina-simon-re-envision-relevance-to-build-a-more-inclusive-future\/\"><strong>2020 Conference keynote<\/strong><\/a>&nbsp;speaker Nina Simon.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-350211\" class=\"c-accordion__title js-accordion-controller\" role=\"button\"><strong>Audience Statistics<\/strong><\/h2><div id=\"ac-350211\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li><strong>NEW JULY 2024: <\/strong>While individual orchestras\u2019 experiences vary, overall ticket revenue has now risen significantly above pre-pandemic levels. Orchestra patrons are spending more per visit than pre-pandemic, but are attending less frequently, eroding opportunities for orchestras to build engagement and loyalty. Read the<strong> <\/strong><a href=\"https:\/\/americanorchestras.org\/learn\/resources-data-and-research\/data-partnerships\/trg-arts\/\"><strong>latest data trends<\/strong><\/a> (ticket sales and revenue, and donation units and revenue) from the League\u2019s partnership with TRG Arts.<\/li>\n\n\n\n<li>The orchestra field continues to lose older audience members faster than it is gaining younger, new audience members:&nbsp;<a href=\"https:\/\/www.colleendilen.com\/2022\/03\/02\/cultural-entities-are-not-expanding-audiences-fast-enough-to-sustain-attendance-heres-what-this-means-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>read more about the long-term trajectories framing current activity in this blog post from IMPACTS Experience<\/strong><\/a>.<\/li>\n\n\n\n<li>Benchmark your own orchestra\u2019s audience data:&nbsp;<a href=\"https:\/\/trgarts.com\/benchmark.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>sign up to participate at no cost in the TRG Arts\u2019 Arts &amp; Culture Benchmark<\/strong><\/a>, offered in partnership with the League.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-350212\" class=\"c-accordion__title js-accordion-controller\" role=\"button\"><strong>Audiences Attitudes<\/strong><\/h2><div id=\"ac-350212\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li><strong>NEW JULY 2024: <\/strong>New research has highlighted significant opportunities to build engagement and trust among patrons. <\/li>\n\n\n\n<li><strong>NEW JULY 2024: <\/strong>Current patrons (both subscribers and single ticket buyers) are eager to deepen their understanding of the music performed, with relevant context and commentary.&nbsp;<strong><a href=\"https:\/\/americanorchestras.org\/learn\/resources-data-and-research\/data-partnerships\/wolfbrown\/wolfbrown-tastes-preferences-survey\/\">Read more<\/a> <\/strong>from a WolfBrown study of U.S. orchestras undertaken in partnership with the League. Dive deeper into the topic through <a href=\"https:\/\/wolfbrown.com\/insights\/reports\/loyalty-concept-nac\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>loyalty concept research<\/strong><\/a> commissioned by the National Arts Center of Canada.<\/li>\n\n\n\n<li><strong>NEW JULY 2024: <\/strong>Classical music is part of a rich landscape of varied musical interests: research from Slover Linett encourages us to <a href=\"https:\/\/sloverlinett.com\/news-notes\/taking-another-listen-to-classical-music-radio-for-equity-inclusion\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>connect with future audiences by understanding the rising significance of emotion and personal narrative to musical consumption. <\/strong><\/a><strong>&nbsp;<\/strong><\/li>\n\n\n\n<li><strong>NEW JULY 2024: <\/strong>Recent research from IMPACTS Experience highlights 2020 as a turning point for Americans\u2019 perceptions of arts and culture organizations. At this time, many arts organizations expanded their civic role in response to the pandemic. Today, arts and culture organizations <a href=\"https:\/\/www.colleendilen.com\/2024\/06\/19\/trust-trends-mid-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>are trusted as mission-driven, credible sources of information<\/strong><\/a> that people look to inform their choices and behaviors. And this significant shift provides opportunities for orchestras to build and deepen their relationships with patrons and other community members.<\/li>\n\n\n\n<li><strong>NEW JULY 2024: <\/strong>These opportunities are countered by challenges. In 2024 only 52.8% of all Americans believe that symphony orchestras are \u201cwelcoming to people like me,\u201d a figure that is lower than for any type of museum. While orchestras have been making efforts to become more welcoming,&nbsp;<a href=\"https:\/\/www.colleendilen.com\/2024\/05\/08\/factors-welcoming-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>they are seeing limited progress so far<\/strong>&nbsp;<\/a>when compared to other cultural organizations. In addition, \u201ccouch competition\u201d has developed into a long-term, post-pandemic trend. <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/competing-with-the-couch\/id1216865791?i=1000587809611\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Hear more<\/strong><\/a> about the&nbsp;<a href=\"https:\/\/www.colleendilen.com\/2018\/09\/19\/potential-visitors-cultural-entities-spending-time-couch-instead-data-update\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>trend towards staying home in the evening and at we<\/strong><\/a><a href=\"https:\/\/www.colleendilen.com\/2018\/09\/19\/potential-visitors-cultural-entities-spending-time-couch-instead-data-update\/\"><strong>ekends<\/strong><\/a>&nbsp;from <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/competing-with-the-couch\/id1216865791?i=1000587809611\"><strong>Capacity Interactive<\/strong><\/a>, and from <a href=\"https:\/\/www.colleendilen.com\/2018\/09\/19\/potential-visitors-cultural-entities-spending-time-couch-instead-data-update\/\"><strong>IMPACTS Experience<\/strong><\/a>.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-350213\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Audience Engagement<\/h2><div id=\"ac-350213\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li><a href=\"http:\/\/colleendilen.com\/2022\/12\/07\/want-renewals-and-donations-from-members-and-subscribers-your-mission-matters-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read how engaging current audiences in your mission<\/strong><\/a>&nbsp;is a far better strategy for optimizing subscription renewals and donations than offering transactional perks (from IMPACTS Experience). And listen to Colleen Dillenschneider and Priya Iyer discuss the critical importance of&nbsp;<a href=\"https:\/\/ideas.capacityinteractive.com\/ci-to-eye-podcast-episodes\/topic\/podcast-guest-competing-with-the-couch\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>mission-based digital programming and social media endorsement<\/strong><\/a>&nbsp;as an audience driver.<\/li>\n\n\n\n<li><strong>NEW JULY 2024: <\/strong>Hear what wine-tasting and birdwatching have to do with orchestra audiences in this <a href=\"https:\/\/capacityinteractive.com\/podcast\/the-art-of-audience-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>episode of Capacity Interactive\u2019s podcast<\/strong><\/a>, featuring Holly Mulcahy of the Wichita Symphony Orchestra.<\/li>\n\n\n\n<li>With tourism back to pre-pandemic levels,&nbsp;<a href=\"https:\/\/www.colleendilen.com\/2022\/06\/22\/want-people-to-visit-get-on-their-agenda-before-they-leave-the-house-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>understanding visitor decision-making priorities can help you to get your organization on visitors\u2019 agenda before they leave home<\/strong><\/a>.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-350214\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Marketing<\/h2><div id=\"ac-350214\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li><strong>NEW JULY 2024: <\/strong>Digital marketers: discover unique advantages and opportunities for smaller budget arts organizations from CI to Eye Podcasts <a href=\"https:\/\/capacityinteractive.com\/podcast\/your-cultural-compass\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Your Cultural Compass<\/strong><\/a> and <a href=\"https:\/\/capacityinteractive.com\/podcast\/your-2024-digital-priorities-part-one\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Your 2024 Digital Priorities<\/strong><\/a>. For insights specific to orchestras, watch the League webinar <a href=\"https:\/\/americanorchestras.org\/maximizing-video-in-your-orchestras-digital-strategy\/\"><strong>Maximizing Video in your Orchestra\u2019s Digital Strategy<\/strong><\/a><strong>.<\/strong><\/li>\n\n\n\n<li><strong>NEW JULY 2024: <\/strong>Listen to <a href=\"https:\/\/podcasters.spotify.com\/pod\/show\/cultureforhire\/episodes\/Innovators-in-the-Arts-New-Bedford-Symphony-Orchestras-Dave-Prentiss-and-Terry-Wolkowicz-e2b393o?%24web_only=true&amp;_branch_match_id=1313176908224470323&amp;utm_source=web&amp;utm_campaign=web-share&amp;utm_medium=sharing&amp;_branch_referrer=H4sIAAAAAAAAA8soKSkottLXLy7IL8lMq0zMS87IL9ItT03SSywo0MvJzMvWT9X3C%2FdIcg6JyEtxTQIABgFfQzAAAAA%3D\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>PIVOT<\/strong><\/a>, a podcast by Ruth Hartt which explores customer-centric strategies for arts marketing. Episodes showcase guests from the New Bedford Symphony Orchestra, Portland&#8217;s Classical Uprising, and more.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.culturehive.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Visit CultureHive<\/strong><\/a>&nbsp;for a wealth of free marketing resources focused on audience growth, from&nbsp;<a href=\"https:\/\/www.culturehive.co.uk\/resources\/georgia-rivers-marketing-beyond-your-core-audience\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>marketing beyond your core audience<\/strong><\/a>&nbsp;to&nbsp;<a href=\"https:\/\/www.culturehive.co.uk\/resources\/how-to-tell-a-story-in-six-seconds\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>telling your story in 6 seconds<\/strong><\/a>.&nbsp;<\/li>\n\n\n\n<li>For more on social media behavior among arts and culture audiences, read IMPACTS Experience\u2019s blog posts, which answer the question, \u201c<a href=\"https:\/\/www.colleendilen.com\/2022\/07\/06\/which-social-media-channel-is-most-important-for-cultural-organizations-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Which social media channel is the most important for cultural organizations<\/strong><\/a>?\u201d<\/li>\n\n\n\n<li>For more practical strategies, read Capacity Interactive\u2019s guides to&nbsp;<a href=\"https:\/\/ideas.capacityinteractive.com\/ticket-pricing-for-unpredictable-times\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>ticket pricing for unpredictable times<\/strong><\/a>,&nbsp;<a href=\"https:\/\/ideas.capacityinteractive.com\/your-2022-social-media-breakdown-backed-by-audience-data\"><strong>engaging with ticket buyers through social media<\/strong><\/a>, and&nbsp;<a href=\"https:\/\/ideas.capacityinteractive.com\/demystifying-google-analytics-video-series\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>making the most of Google analytics<\/strong><\/a>.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-350215\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Modernizing the Concert Experience<\/h2><div id=\"ac-350215\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li>Learn from two research studies from the&nbsp;<a href=\"https:\/\/www.rpo.co.uk\/news-and-press\/813-orchestral-audiences-call-for-modernising-changes-to-draw-more-people-to-the-concert-hall-this-season\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Royal Philharmonic Orchestra<\/strong><\/a>&nbsp;and&nbsp;<a href=\"https:\/\/www.mhminsight.com\/client-stories\/conducting-a-thorough-study-of-londons-market-for-live-classical-music\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Morris Hargreaves McIntyre<\/strong><\/a>, both showing how specific tactics ranging from dress code to concert length can make the orchestra experience more attractive to potential new audience members.<\/li>\n\n\n\n<li><strong>NEW JULY 2024: <\/strong>Read a Symphony feature on how the City of Birmingham Symphony Orchestra is putting these principles into practice, creating a <a href=\"https:\/\/symphony.org\/city-of-birmingham-symphony-allows-audiences-to-take-photos-and-videos-in-the-concert-hall\/\"><strong>more attractive orchestra experience<\/strong><\/a> for potential new audience members.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-350216\" class=\"c-accordion__title js-accordion-controller\" role=\"button\"><strong><strong>Archive<\/strong><\/strong><\/h2><div id=\"ac-350216\" class=\"c-accordion__content\">\n<p>Pandemic audience trends varied widely across the U.S. While some orchestras experienced little to no decline in ticket sales between the 2019 and 2023 seasons, many saw a 25% drop in ticket sales, and some as much as 40%. Those seeing less decline were more likely to be based in states where in-person performance was not interrupted by the pandemic.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This 2022&nbsp;League <a href=\"https:\/\/americanorchestras.org\/ticket-sales-and-revenue-benchmarking-report\/\"><strong>report created in partnership with the Advisory Board for the Arts<\/strong><\/a> explored ticket sales and revenues in the aftermath of the pandemic.&nbsp;<\/li>\n\n\n\n<li>Of the 78% of audience members ready to return to live performance, as of November 2022 60% had not yet seen a program they wanted to attend. Hear more about audience attitudes to returning \u2013 and not returning \u2013 from Alan Brown (WolfBrown) in the&nbsp;<a href=\"https:\/\/www.audienceoutlookmonitor.com\/post\/december-5-executive-briefing-with-alan-brown-what-happened-to-audiences\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>December 2022 Executive Briefing<\/strong><\/a>&nbsp;that draws on&nbsp;<a href=\"https:\/\/americanorchestras.org\/learn\/resources-data-and-research\/covid-19-data-partnerships\/wolfbrown-covid-19-audience-outlook-monitor\/\"><strong>data collected in partnership with the League<\/strong><\/a>.<\/li>\n\n\n\n<li>Digital has potential: for insights into the skyrocketing of online views of classical music content during the pandemic,<a href=\"https:\/\/ideas.capacityinteractive.com\/ci-to-eye-podcast-episodes\/rock-n-roll-numbers-classical-music-content-during-the-pandemic-anastasia-boudanoque\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>listen to this podcast from Capacity Interactive<\/strong><\/a>.<\/li>\n\n\n\n<li><strong>Increasing competition from travel, vacations, and movies<\/strong><strong> <\/strong><strong>in the post-pandemic years<\/strong> affected orchestras: intentions to attend an orchestra performance are were only&nbsp;<a href=\"https:\/\/www.colleendilen.com\/2022\/06\/08\/there-will-be-increased-competition-for-leisure-activities-in-2023-here-are-the-implications-for-museums-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>just slightly higher in 2023 than in 2022<\/strong><\/a>. <a href=\"https:\/\/www.colleendilen.com\/2022\/06\/08\/there-will-be-increased-competition-for-leisure-activities-in-2023-here-are-the-implications-for-museums-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read more from IMPACTS Experience<\/strong><\/a>.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.colleendilen.com\/2022\/08\/17\/why-arent-interested-visitors-attending-the-top-reasons-have-changed-for-now-data\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read about post-pandemic barriers to attending an arts or culture event<\/strong><\/a>, associated with travel costs and scheduling conflicts, via IMPACTS Experience.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Related League Resources<\/h4>\n\n\n<div id=\"block_109a203b3e9a84ec253a547ed6ec5327\" 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\/35441\/audience-diversification-featured-image-2-640x360-c.png 640w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/35441\/audience-diversification-featured-image-2-960x540-c.png 960w, \n        https:\/\/americanorchestras.org\/wp-content\/uploads\/fly-images\/35441\/audience-diversification-featured-image-2-1200x675-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                     \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\/learn\/audience-engagement\/audience-diversification-resources\/\">Audience Diversification Resources<\/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                     \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\/learn\/resources-data-and-research\/data-partnerships\/wolfbrown\/\">WolfBrown Audience Outlook Monitor<\/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\" 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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\/redefining-relevance-a-new-lens-for-audience-development\/\">Redefining Relevance: A New Lens for Audience Development<\/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 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-->","protected":false},"excerpt":{"rendered":"<p>Audience preferences and priorities have profoundly changed. As a result, the orchestra field will need to think differently: meeting audiences where they are today &#8211; with new approaches to presentation, programming, marketing and customer experience \u2013 will be critical.<!-- 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":20,"featured_media":35354,"parent":35340,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"views\/template-landing.blade.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-35021","page","type-page","status-publish","has-post-thumbnail","hentry","topic-audience-engagement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Audience Growth Resources - 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-growth-resources\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Audience Growth Resources - americanorchestras.org\" \/>\n<meta property=\"og:description\" content=\"Audience preferences and priorities have profoundly changed. 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