Document Type
Paper
Abstract
Building a more inclusive audience is not a far-fetched idea; system diversification by its very nature is a performance strategy, not a performance goal. Changing audience demographics requires well laid out plans, achievable goals, effective processes, and a total organizational commitment to diversification. This report was created to provide perspectives that inform executive leaders in arts organizations who plan to attract diverse audiences. It highlights nine research-based recommendations for audience diversification. The report is unique in that it layers four approaches that, if used simultaneously, have the potential to both increase the likelihood of success and decrease the amount of time it will take to achieve results by framing audience diversification as a strategy, not a goal.
Start Date
18-2-2021 6:30 PM
End Date
18-2-2021 8:00 PM
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Permission
yes
Likeness capture consent
1
Recommended Citation
Claassen, C Keith; Perkins, James A. Jr; Weber, Frank G.; and Wilborn, Verona D., "Diversification as a Strategy: A Research-Based Plan for Arts Organizations to Cultivate New Audiences" (2021). #LEADCC: Leading Change Conference. 2.
https://commons.lib.jmu.edu/leadcc/2021/3A-Diversity-and-Inclusivity-Issues/2
Diversification as a Strategy: A Research-Based Plan for Arts Organizations to Cultivate New Audiences
Building a more inclusive audience is not a far-fetched idea; system diversification by its very nature is a performance strategy, not a performance goal. Changing audience demographics requires well laid out plans, achievable goals, effective processes, and a total organizational commitment to diversification. This report was created to provide perspectives that inform executive leaders in arts organizations who plan to attract diverse audiences. It highlights nine research-based recommendations for audience diversification. The report is unique in that it layers four approaches that, if used simultaneously, have the potential to both increase the likelihood of success and decrease the amount of time it will take to achieve results by framing audience diversification as a strategy, not a goal.
