How does an arts presenter increase name recognition and attract younger audiences? A new article and video from The Wallace Foundation’s Building Audiences for Sustainability initiative show how the Boston-based World Music/CRASHarts built loyalty and recognition among younger audiences by creating a new annual festival, rebranding, and using creative marketing to encourage repeat attendance during its regular season. The article and video are the latest in the Wallace Foundation’s series describing the work of some of the 25 performing arts organizations participating in the Building Audiences for Sustainability initiative. Launched in 2015 to address concerns about a declining audience base for a number of major art forms, the endeavor seeks to help organizations strengthen their audience-building efforts, see if this contributes to their financial sustainability, and develop insights from the work for the wider arts field. Check out the new article and video here. And to learn more about Wallace research on audience-building, including successful programs at an orchestra, click here.
Posted March 14, 2019