Road to Results: Outlook on Identifying, Researching and Building Audiences
Marketing & Community Engagement
Start Day and Time
Tuesday May 9 1:30-2:45 p.m.
Venue and Meeting Room
276 America's Center
Generously supported by The Wallace Foundation. Presented in collaboration with the Public Relations and Marketing Committee (PRAM), a Professional Network of the American Alliance of Museum. What do we know about our audiences and how to better reach them? Why do people choose to attend museums, performing arts, theme parks, or other attractions? How do museums and attractions turn one-time visitors into repeat visitors? Join colleagues from the Wallace Foundation, and organizations represented in the Wallace Excellence Awards initiative, Road to Results: Effective Practices for Building Arts Audiences, for an overview of nine practices for building diverse cultural audiences, and the strategies employed to better understand visitors, align their organizations, and reach audiences through programming and marketing.
- Identify specific ways to use research and data to support audience-building initiatives
- Engage internal and external stakeholders in guiding and evaluating audience-building initiatives
- Adapt to changing environments and circumstances that impact audience-building
The Clay Studio
Chris serves as the president of The Clay Studio (TCS), a ceramic arts organization in Philadelphia. In his tenure at TCS, Chris has focused on audience development as both a fulfillment of mission to serve the public as well as an important expansion of a client and donor base. At TCS, Chris has fostered an environment for innovative programming, proper alignment of resources, strategic staff development, and a tolerance for change. Prior to his appointment with The Clay Studio, he held positions as the executive director of The Holter Museum, the associate director of Three Rivers Arts Festival in Pittsburgh, and a cultural program director for the Center on Halsted in Chicago. His entrepreneurial spirit led him to start his own arts consulting firm, TaylorArts Group, which provided fundraising and programmatic service of small and midsized arts organizations in Pittsburgh, Chicago, and Philadelphia. Chris has served as a grant review panelist for the PA Council on the Arts, the Independence Foundation, and the National Endowment for the Arts. He holds a BFA in Sculpture and Ceramics and a BA in Religious Studies from Indiana University of Pennsylvania. In 2007, he attained a Masters in Arts Administration & Policy from The School of the Art Institute of Chicago.
Director of Education
Contemporary Jewish Museum
Fraidy Aber is the director of education and public programs at The Contemporary Jewish Museum in San Francisco, where she oversees public programs as well as school, teacher, teen, family, and access initiatives with a focus on community connection. Award winning programs include 2014 Excellence in Education Award from California Association of Museums, Access Programs recognition from Support for Families of Children with Disabilities, and a 2016 published case study from the Wallace Foundation. Fraidy led the creation of the Museum's Zim Zoom Family Space as well as the JET Teacher Institute. Prior to her work at the Museum, Fraidy was executive director of the Vail Symposium in Colorado, and director of education and public programs at Hudson River Park in New York City. Fraidy holds a Bachelor's degree in biology from Cornell University.
Assistant Director, Professional Development
American Alliance of Museums
Greg Stevens has directed the AAM Professional Development program since 2007. Programs he has launched include AAM's first online education programs, the AAM Career Cafe at the annual meeting, Museum Career Labs, and Alliance Labs. Previously, Greg held education positions at the National Museum of the U.S. Army, Mid-Atlantic Association of Museums, National Building Museum, Smithsonian National Air and Space Museum, and Kellogg Performing and Visual Arts School in San Diego. He earned his MAT from The George Washington University and his BA from San Diego State University. Greg Stevens co-edited (with Wendy Luke) A Life in Museums: Managing Your Museum Career (2012, The AAM Press).