How can performing arts groups use market research to develop programs that appeal to new audiences? A just-released study from the Wallace Foundation’s Building Audiences for Sustainability initiative shows how the Opera Theatre of Saint Louis used market research to understand and reach new audiences—with lessons that orchestras can apply. The report, “Think Opera’s Not for You? Opera Theatre of Saint Louis Says Think Again,” tracks how the opera company deployed intel from market research to close the perception gap to reach younger, more diverse audiences and to refine activities designed to build audiences for the long term. To read the article, click here. To watch the eight-minute video, click here. For more audience-building resources, including a report on how the Seattle Symphony used support from the Wallace Foundation to connect with Seattle newcomers, click here.
Posted December 3, 2018
