Museums looking to build audiences face serious headwinds as arts and humanities education continues to decrease, competition for leisure time intensifies and new generations of visitors interact differently with institutions than generations past. This session shares research, data and lessons from the Wallace Foundation’s Studies in Building Arts Audiences, focusing on a set of nine common steps that drove success across the diverse audience-building initiatives of various cultural organizations.


  • Anne Bergeron
  • Lucas Held
  • Beth Tuttle
  • Magda Martinez
  • Christopher Taylor