Diversification as a Strategy: A Research-Based Plan to Cultivate New Audiences at the Richmond Symphony

Building a more inclusive audience is not a far-fetched idea; system diversification by its very nature is a performance strategy, not a performance goal. Changing audience demographics requires well laid out plans, achievable goals, effective processes, and a total organizational commitment to diversification. This report was created to provide perspectives that inform executive leaders in arts organizations who plan to attract diverse audiences. It highlights nine research-based recommendations for audience diversification. Our report is unique in that it layers four approaches that, if used simultaneously, have the potential to both increase the likelihood of success and decrease the amount of time it will take to achieve results by framing audience diversification as a strategy, not a goal.