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Audience Development: How to Effectively Diversify and Grow Your Patron Base
*This session was presented at the Association of Performing Arts Professionals (APAP) Conference in January 2020.*
For years, there has been an obsession in the arts and cultural industry with attracting Millennials. They have been viewed as the silver bullet to offsetting declining sales and donations. It's true, engaging Millennials is important, but it's only one part of a strategy for success. Arts organizations need to engage audiences that reflect a broad range of demographic and psychological profiles. In this session, learn how to understand your organization's market potential, how to set realistic benchmarks and budgets, and how to build loyalty with new audiences. We will share case studies of how organizations are successfully growing audiences.
Presenter: Eric Nelson, Client Engagement Officer, TRG Arts