During this period when COVID-19 is shutting down theaters and concert halls, many institutions are grappling with how to maintain and build relationships with their subscribers, donors and single-ticket buyers. But changes to audience development have been in the air for many years.

Who constitutes the audience and how is an audience defined? What does the public expect from performing institutions, and even more interesting, what do we as artists expect from those who see and hear us? Clearly it is important for arts organizations to expand their audience base. How do they achieve that?