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Many arts organizations are discovering that where people choose to attend arts and cultural events can be crucial to developing effective strategies for reaching broader and more diverse audiences. New research finds that more people attend arts and cultural events in community venues such as open air spaces, schools, and places of worship than in conventional arts venues, such as concert halls, theaters, museums, and art galleries.

Although audiences for events held in both types of venues overlap, about 1/4 of the people who participate in arts and culture do so only in community venues, representing an untapped market for some cultural groups.

How Venues Influence Participation?

Arts and cultural organizations could reach broader, more diverse audiences by connecting with non-arts organizations.

Most arts and cultural organizations already present events in community venues. Many organizations seeking to increase audience participation have employed strate- gies focused on new venues, with reported success, and on collaborating with non-arts organizations.