Have you ever wondered what happens in the development and marketing departments of a professional orchestra? Or how orchestras and other arts organizations build and retain their audiences? It's no secret that many of these organizations are facing decreasing numbers and aging audiences. Three years ago the California Symphony made a radical shift in the way they approach audience development, hoping to create a model that is sustainable for the long run.
This article from Medium contrasts the typical audience development model with the new streamlined model used by the California Symphony. Follow the link below to learn more about the traditional way arts organization runs and why they are generally reluctant to change, as well as the new approach and the success the California Symphony has seen since they made the shift.