This case study examines the Minnesota Opera’s efforts to expand its audience to reach women ages 35 to 60. It is the product of multiple interviews with key staff members 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.