Extending Reach with Technology, describes the Seattle Opera’s four-year endeavor to test which kinds of technology channels work well in audience engagement. A simulcast of Madama Butterfly succeeded in bringing in audience newcomers, while other efforts, such as behind-the-scenes videos, helped enhance the experience of patrons who already had a deep connection with the company. One important lesson from the work was that effective strategies require the involvement not just of the marketing department, but of the entire organization