Challenge yourself to question the customer engagement funnel that perpetuates a homogeneous audience.

This talk was recorded live at the Tessitura Learning & Community Conference in San Diego in August, 2017.

"In a lot of cases, we say to ourselves, 'What is our core audience, how do we find other people who look like that, and how do we continue to build it?' but I think that when we think about our building and how it connects to the community, it is important to get as many people through that space whether they come once, whether they come twice or whether they come 10 times... We need everybody in and nobody out."

The term audience development is complicated. As we invite people in our community into our spaces, we need to consider if what we are actually offering them is going to meet their expectations. There is no "one size fits all approach” to building new audiences. The way you market an event, utilize space, and enhance the experience beyond performance are all critical to successful long-term audience engagement.