Building New Audiences for Arts Organizations - A Strategic Approach

Building New Audiences for Arts Organizations - A Strategic Approach

A workshop with Donna Walker-Kuhne, author of Invitation to the Party

With the goal of increasing participation in the arts as a community, this marketing workshop will explore strategies and tactics towards building multicultural communities.  We will examine issues of geography, class and diversity that can serve as potential barriers towards a broader arts experience. 

Strategies will be discussed based on The Ten Tools for Building Audiences from Invitation to the Party; Investment, Commitment, Research, Educating your audience and artists, Review and Analysis, Follow-up, Partnership, Building the bridge, Creating value, Appreciation, and case studies highlighting marketing issues.  We will also examine the impact of interactive marketing and the importance of research and creative collaborations to enhance community building. There will be opportunities to participate in critical thinking break out groups and to discuss ideas for the future.

Acknowledged as the nation’s foremost expert on Audience Diversification by the Arts & Business Council, Donna Walker-Kuhne, an accomplished arts administrator and adult educator, has devoted her professional career to increasing the accessibility and connection to the arts by our Nation’s rapidly growing multicultural population. To learn more about Donna Walker-Kuhne, please visit

Need to know:

  • This workshop is limited to 40 participants- one person per organization, and will be filled on a first come, first served basis.
  • Each participant will receive a complimentary copy of Invitation to the Party to read prior to the workshop.
  • Participants are encouragedto bring collateral materials for review and discussion as it relates tocultivating new audiences.
  • Light breakfast and refreshments will be provided throughout the day, however lunch is on your own. You will be given an hour lunch break.

This event is co-presented by
the Philadelphia Cultural Management Initiative’s Marketing Innovation Program, funded by The Pew Charitable Trusts and administered by The University of the Arts; and the Greater Philadelphia Cultural Alliance.

Name Sales End Price
Attendee Ended Free

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