Downtown Seattle is a boomtown right now, and the Seattle Symphony saw fresh opportunities to connect with newcomers in the neighborhoods surrounding Benaroya Hall, the orchestra’s home. But how to connect with these untapped audiences? A new video of the Connecting with New Audiences: Seattle Symphony Case Study session at the League of American Orchestras’ 2018 Conference shows how. The Seattle Symphony launched an ambitious market-research program, with support from the Wallace Foundation’s Building Audiences for Sustainability initiative. The new video, led by the Seattle Symphony’s Charlie Wade, senior vice president for marketing and business operations, consolidates the key facts and essential points of the hourlong seminar into a brisk eighteen minutes, with graphs, charts, and excerpts of a documentary film about the orchestra’s market research. No matter the size or budget of your orchestra, the topics and examples are great ways to start conversations about understanding and building your own audiences. Watch the video for free at