Research shows that audiences typically don’t return at the same levels as before a downturn or crisis. Once return is safe and we reopen our doors, we can expect – after an initial burst of audience energy – to hit lower audience plateaus than pre-pandemic. We will then rely on non-core audiences, who are already less engaged, to return after an extended period of no in-person experiences and limited self-selection into digital offerings.

How can orchestras avoid that drop off in 2021 and beyond? And what are the critical actions to take now to avoid acceleration of a generational shift away from the performing arts after reopening?

View the recording of this 90-minute webinar addressing these questions and help you stem audience decline. Based, in part, on Advisory Board for the Arts’ breakthrough research to identify audience segments by understanding ticket buyer motivations rather than merely their demographic identity, this session offers:

  • Practical steps for attracting and retaining loyal audiences during a shutdown
  • Data to back up these recommendations, including examples of brands in other sectors that successfully cultivate deep emotional connections with consumers beyond the products and services they offer
  • Tangible tools to help your organization effectively market to, communicate with, and engage audiences during this extended pandemic period

Panelists: Michael L. Mael, Founding Partner and Karen Freeman, Executive Director, Research, Advisory Board for the Arts

Who Should Attend?


About the Panelists


Please contact Member Services at member@americanorchestras.org.

This webinar was made possible by generous grants from American Express, the Baisley Powell Elebash Fund, Ford Motor Company Fund, the Howard Gilman Foundation, the National Endowment for the Arts, and The Wallace Foundation, as well as supported, in part, by public funds from the New York City Department of Cultural Affairs in partnership with the City Council.

Ford Motor Company Fund

The Wallace Foundation

NYC Cultural Affairs

Photos courtesy of the speakers.


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