"The first challenge is to convince prospective audiences that there should be no fear of embarrassment associated with coming to a performance. Decades of research have shown that the best demographic predictor of attendance to all performing arts disciplines is level of educational attainment. ... For many people, attending a performance is equated with shelling out big bucks to feel stupid in a sea of strangers, to be thrown out of one's cultural comfort zone. How do we fix that?" Duncan Webb has a few ideas.
Article source here:Arts Journal
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