Getting Past “It’s Not For People Like Us” examines how the Pacific Northwest Ballet sought to cultivate interest among teens and adults under the age of 25, in part by showing that the art form could be meaningful to them. The ballet company’s efforts included revising promotional materials to appeal to younger audiences, posting online videos to familiarize viewers with the ballet, and holding teen-only previews. One result over four years was a doubling of ticket sales to teens.

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