Durham Arts Council

Come face-to-face with the arts in Durham.

A Practical Guide to Audience Development

FUNDAMENTAL STRATEGIES

4. Cultivate the future.

Arts organizations that do not attend to younger audience groups are doomed to diminish as their loyal audiences age out. As mentioned in the previous section, younger audiences may prefer to get their information in different ways, may not be willing to buy season tickets, and may have other particular kinds of resistance to your offerings that must be addressed up front. But strategic planning must take into account how the organization will cultivate loyal audiences that are bound to change over time.

Return to "Fundamental Strategies" index.

About
How this initiative might be useful to your arts organization...

The Big Picture
The major factors that are driving consumer behavior in the arts...
..

Fundamental Strategies
How to respond to present trends...
..

Case Studies
How the six participating organizations changed their habits...
..

ArtsMarket Report
Detailed findings of the research itself...
..

Customer Service
A diagnostic tool for evaluating customer service...
..

Newsletters
Information and progress reports sent during the project...
..

African American / Hispanic Markets
Patterns of participation, barriers to attendance and communications preferences...
..

Links
Connections to national organizations and resources...
..

Funders
This project was funded by...
..