This case study examines the efforts of the  San Francisco Girls Chorus to rebrand its artistic and cultural profile. It is the product of multiple interviews with key staff and analysis of program elements, budgets, and planning documents.

The report draws on a multifaceted base of data and evidence collected over a period of several years, including ticket purchases, online activity, and participation in a broad array of programming. It also includes qualitative and quantitative research undertaken by independent consultants and the organizations themselves to inform program development and to evaluate results.