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Arts Marketing and Audience Engagement in the 21st Century: Building the Capacity of PA's Cultural Sector



About the Program

This two-year capacity-building program, created and implemented by Americans for the Arts' National Arts Marketing Project and funded by the Pennsylvania Council on the Arts, aims to support, strengthen and advance the arts marketing and audience engagement skills of the commonwealth’s arts and cultural professionals.

This initiative seeks to:

  • Assist Pennsylvania-based arts and cultural organizations achieve increased and engaged audiences on a consistent basis through skill-building in the areas of arts marketing and audience engagement.
  • Address long-term systemic issues of declining arts participation and loyal arts audiences in Pennsylvania
  • Assist arts and cultural organizations–particularly those within diverse communities–in attracting and retaining expanded audiences.

Current Participants

Members of Cohort 1 of the Arts Marketing and Audience Engagement in the 21st Century training initiative. These individuals represent arts and cultural organizations from the central and southeastern portions of the commonwealth.


Members of Cohort 2 of the Arts Marketing and Audience Engagement in the 21st Century training initiative. These individuals represent arts and cultural organizations from the western portion of the commonwealth.


Members of Cohort 2 participating in a group presentation during a three-day 'boot camp' training that kicked off their two-year training cycle (June 2018). 

2019 Application 

Cohort 3, which will be composed of arts professionals predominantly located in the north east and north central regions of Pennsylvania, will begin its training curriculum in early summer 2019

Information on program details, selection criteria and the application process can be found at this linkThe application deadline was April 5, 2019. Applicants will be notified of their acceptance on or around April 26, 2019. The required three-day boot camp, which marks the official beginning of the training curriculum, will take place June 27-29, 2019.

For questions about the program, contact Ruby Lopez Harper (rharper@artsusa.org) or Norah G. Johnson (717-525-5549 or norajohnso@pa.gov).