Using Wallace Case Studies to Develop New Audiences

Free On-Demand Webinar

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The Wallace Foundation has published numerous articles and case studies on audience development through their Building Audiences for the Arts initiative, with more to come. This research embraces multiple performing arts genres, including orchestras, chamber music, dance, and more. Now that there is a wealth of audience development information available, what can orchestras learn from these case studies?

Join us for a webinar in which Rachel Roberts, Associate Professor of Music Leadership at the Eastman School of Music, shares insights and strategies for how orchestras can best utilize these resources. She’ll explore two case studies: Opera Theatre of Saint Louis’s Opera Tastings events, aimed at exposing new audiences to opera, and Denver Center Theatre Company’s Off-Center, which produces theater experiences designed to attract and retain millennials.

Participants will learn how to:

  • Amplify their marketing with audience research
  • Engage new communities with classical music
  • Collaborate across departments to create a specific audience experience
  • Experiment with different models over time to refine new initiatives

Who Should Attend?

Executive directors, youth orchestra directors, marketing and audience development staff, and anyone seeking to learn how to develop audiences using research from The Wallace Foundation.

Even if you can't attend the webinar live, register to receive a recording.

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About the Speaker

Rachel Roberts has navigated both the nonprofit performing arts and higher education sectors, having held unique positions in both. In 2018, Rachel was named Associate Professor of Music Leadership and Graduate Degree Program Director at Eastman School of Music’s Institute for Music Leadership. In this newly created faculty role, she leads the new MA in Music Leadership, which aims to support the development of a unique combination of artistic and executive skills in the preparation of music leaders. 

Prior to this faculty role, Rachel was appointed as the first Director of the Entrepreneurial Musicianship Department at New England Conservatory. In the nonprofit performing arts sector, Rachel served as the first Director of Strategic Planning Engagement for the Atlanta Symphony Orchestra (ASO), working on organization-wide strategic and governance objectives. She led the ASO’s grand opening festivities at the Verizon Wireless Amphitheatre at Encore Park and instituted the orchestra’s “new traditions” during the inaugural 2008 summer series. Rachel arrived at the ASO after completing the League of American Orchestras’ Orchestra Management Fellowship program, having worked with orchestras in Aspen, Detroit, South Dakota, and Atlanta.

An Iowa native, Rachel holds a Masters Degree in Education from the Harvard Graduate School of Education, a Bachelors of Music in flute performance at the Eastman School of Music, and a certificate through the Catherine Filene Shouse Arts Leadership Program. Her career in orchestra management began as Artistic and Production Assistant with the Houston Symphony. Since leaving Eastman, Rachel has continued to pursue her passion for sharing music by performing with colleagues across the country, as a member of the Essimar Trio, and by serving as a Flute Faculty Member at NEC’s Preparatory School. 


Please contact David Styers, Director, Learning and Leadership Programs, at This email address is being protected from spambots. You need JavaScript enabled to view it. .

This webinar is made possible by a generous grant from The Wallace Foundation.

Additional support is provided by American Express, the Howard Gilman Foundation, and the National Endowment for the Arts, and by public funds from the New York City Department of Cultural Affairs in partnership with the City Council.

Image of Rachel Roberts: courtesy of the speaker