Understanding Audience Motivations in a Time of Ongoing Uncertainty

Classical music fans and the general population have been transformed by the experience of living through a pandemic. What does your orchestra’s audience need in 2022?

In this 60-minute webinar, we share the key findings from Culture + Community in a Time of Transformation – A Special Edition of Culture Track, a report by Slover Linett Audience Research and LaPlaca Cohen that analyzes a robust sample of more than 75,000 Americans and compares insights from the first 30 days of lockdown with audience perspectives more than a year into the pandemic.

We investigate the level of participation in online cultural activities among classical music attendees (which is particularly high) and opportunities for audience diversification through digital offerings. We also explore what classical music attendees want more of in their lives as they re-engage with arts activities. And we share insights from the general population that highlight a desire for change in the cultural sector and point to the possibility of a more relevant and resilient future for the arts.

Speakers: María Huiza, Strategist, LaPlaca Cohen and Madeline Smith
Project Director and Research Operations Lead, Slover Linett Audience Research

Who Should Watch?

Marketing staff, executive directors, youth orchestra directors, education and community engagement staff, board members, artistic administrators, public relations staff, musicians, and anyone interested in the future of online and offline cultural experiences.

Cost

$15 for members
$25 for non-members

About the Speakers

María Huiza
Strategist, LaPlaca Cohen

María Huiza is a strategist at LaPlaca Cohen and a passionate advocate of the power of arts and culture to catalyze social change. At LaPlaca Cohen, she co-led the creation of Culture Track’s Culture + Community in a Time of Transformation: Wave 2 Key Findings report and is now leading the development of an upcoming edition focused on adults “55 and better” to be released in 2022. She is committed to supporting cultural organizations maximize their impact and help reimagine the future of culture through research, advocacy, and strategy.

Madeline Smith
Project Director and Research Operations Lead, Slover Linett Audience Research

Madeline Smith designs research studies that answer strategic and tactical questions about public engagement in arts and culture. Equally expert at qualitative and quantitative methods, Madeline helps cultural changemakers deepen participation, develop new capacities, and build the audiences of the future. Since March 2020, Madeline has co-led both waves of the quantitative investigation for the multi-wave Culture + Community study conducted in partnership with LaPlaca Cohen and Yancey Consulting. Culture + Community is one of the largest arts & culture studies conducted in the United States and was designed to understand what people are going through during the pandemic and how arts & culture organizations can help.

Questions?

Please contact Member Services at member@americanorchestras.org.

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

Additional support is provided by American Express, the Baisley Powell Elebash Fund, the Howard Gilman Foundation, and the National Endowment for the Arts, as well as, in part, by public funds from the New York City Department of Cultural Affairs in partnership with the City Council and New York State Council on the Arts with the support of the Office of the Governor and the New York State Legislature.