I saw this article this morning: Utah Opera helps visually impaired patrons feel the costumes, props and words of ‘The Magic .

It made me happy to know that this program and programs like this one exist. Connecting people to the art in ways they can participate is truly what audience development is about. It’s not about selling a ticket, although these programs can help create ticket sales. It is about making your patrons, your arts friends and family, happy.

This type of program is not about the metrics, the analytics, etc. It is about the emotions, the participation, the being a part of the arts.

If you truly want audience development, it’s about the people enjoying your art. If that is not what your audience development plans are about, maybe it should be.

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists