Road to Results Part 3: Engaging the Audience

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Road to Results: Identifying, Researching and Building Audiences Part 3: Engaging the Audience

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(Part 3 of a three-part series)

The Wallace Foundation Excellence Awards initiative, Road to Results: Effective Practices for Building Arts Audiences, pinpoints nine audience building practices, each supported by evaluation data that successful efforts by various arts organizations had in common. In this webinar, representatives of the organizations featured in The Road to Results detail key takeaways on engaging audiences, including successes, challenges and impact of providing multiple ways in, building in learning, and measuring success. Museum colleagues representing AAM Professional Networks provide perspective and examples from the museum field.



·         Bob Harlow, author, The Road to Results: Effective Practices for Building Arts Audiences (2014, The Wallace Foundation); Bob Harlow Research and Consulting

·         Magda Martinez, director of programs, Fleisher Art Memorial, Philadelphia

·         Christopher Taylor, president, The Clay Studio, Philadelphia


Special Guests

·         Anne Bergeron, co-author, Magnetic: The Art and Science of Engagement (2013, The AAM Press); principal, Anne Bergeron & Co. Consulting, Providence, RI

·         Beth Tuttle, co-author, Magnetic: The Art and Science of Engagement; president & CEO, Cultural Data Project, Philadelphia

·         Elizabeth (Betty) Brewer, president & CEO, Minnetrista, Muncie, IN

·         Sarah Jesse, associate vice president of education, Los Angeles County Museum of Art

·         Ryan Auster, research associate, Museum of Science, Boston


Original program presented with the support of the Wallace Foundation, in collaboration with the following AAM Professional Networks: Education Committee (EdCom), Public Relations and Marketing (PRAM), Committee on Audience Research and Evaluation (CARE) and the Leadership and Management Network (LMN). Produced by LearningTimes.

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