Imagine doubling your audience size and quadrupling your donor base in today's challenging arts landscape. That's exactly what Aubrey Bergauer accomplished at the California Symphony by applying business principles to arts administration — and now she's sharing her playbook with us. Her bestselling book, Run It Like a Business, packs all these insights into one powerful guide!
Aubrey's journey into arts administration began at the age of 16 when she realized there were careers beyond performance in the orchestra world. Twenty years later, she's revolutionizing how arts organizations approach audience development through data-driven strategies that yield remarkable results.
The conversation illuminates why classical music organizations must pivot toward audience-centric approaches. With declining arts education creating knowledge gaps, Aubrey explains that we can no longer assume audiences understand programming terminology or composer backgrounds. Rather than expecting potential attendees to educate themselves, successful organizations proactively provide context and entry points.
Perhaps most revealing is Aubrey's insight that arts organizations don't have a new audience problem — they have a retention problem. When up to 90% of first-time attendees never return, the focus must shift to creating meaningful experiences that convert first-timers into regulars. Equally important is giving special attention to first-year subscribers, whose renewal rates typically lag significantly behind long-term subscribers.
Vertical integration emerges as another powerful strategy, with adult education representing a particularly promising opportunity. By offering education programs, organizations can generate new revenue while simultaneously deepening audience engagement and creating more invested patrons who are likely to become donors.
For digital content, Aubrey recommends against seeing streaming as a substitute for live performance. Instead, she advocates using digital "appetizers" that stimulate interest and drive in-person attendance - what she calls "digital content driving analog purchases."
Whether you're a marketer, fundraiser, or arts leader, Aubrey's practical strategies offer a roadmap for sustainability and growth in today's challenging landscape. Her message is clear: combine artistic excellence with sound business practices, and arts organizations can not only survive but thrive.
All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.
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