March Pennsylvania Statewide Training Call

Recorded On: 03/11/2021


March 11, 2021 at 3:00pm ET

Engaging Audiences During and After COVID-19

In this webinar, Sara will walk participants through current data on audiences, how audience expectations shifted and clarified during 2020, and the factors influencing audiences’ return to arts organizations. Participants will explore what has and hasn’t changed for audience engagement practices, and look ahead toward what’s coming down the pike in 2021. There will be time to ask YOUR pressing questions about audience building and engagement, as well.

Learning Objectives:

  1. Participants will gain insights from current data on what audiences desire and expect, and what organizations can expect as audiences consider returning.
  2. Participants will review best practices in audience development, and identify areas in which those may have shifted due to the challenges of 2020 and early 2021.

About the Monthly Pennsylvania Statewide Training Calls

These are monthly calls to gather Pennsylvania-based arts and culture organizations. Participants will receive agenda items and topics at least a week in advance of the scheduled call. For questions, please contact Jerelle Jenkins at

Sara Leonard


Sara Leonard Consulting, LLC

Sara R. Leonard is an arts management consultant, researcher, and educator specializing in audience building, strategic planning, and leadership & team development. With more than fifteen years of experience in nonprofit management, extensive work for and with arts organizations, an MA in Arts Administration, and a BA in theatre, Sara develops the capacities of arts and cultural organizations to fulfill their missions and be vibrant and vital parts of their communities. As Founder and Principal of Sara Leonard Consulting, LLC, her clients nationwide represent a diversity of artistic disciplines from theatre to fiber arts, presenting and producing organizations, arts councils, and more.

In addition to working directly in partnership with client organizations, Sara furthers her commitment to capacity building in the cultural sector by offering workshops, presentations, and webinars for national, regional, and local conferences and organizations that have included the Americans for the Arts Annual Convention, the National Arts Marketing Project Conference, South Arts, Georgia Presenters, Maryland Presenters, and others. Her most frequently requested workshops are on audience development, plan creation, and team and leadership building.

Sara complements her client-facing work with research both independently and, formerly, in cooperation with MBK Analytics, with whom she co-authored the National Endowment for the Arts’ 2015 report When Going Gets Tough: Barriers and Motivations Affecting Arts Attendance. Sara and her collaborators also performed the Planning Study and Pilot Test for the 2017 Survey of Public Participation in the Arts for the National Endowment for the Arts. These projects build on her award-winning graduate research, which developed a community-generating approach to audience development for the nonprofit arts.

Sara is an adjunct faculty member and graduate thesis advisor for Goucher College’s MA in Arts Administration program.

Learn more about Sara and her work at:

Twitter: @saraleonard

Instagram: @artsadminnerd


March Pennsylvania Statewide Training Call
Live event: 03/11/2021 at 3:00 PM (EST) You must register to access.