Cultural organizations are at the precipice of an historic shift in audience demographics and mindset. A fundamental transformation is underway that will disrupt the sector, especially in the areas of marketing and membership. Come learn how two botanical gardens are using innovative strategies to engage new audiences.

In 2019, Mt. Cuba Center launched its inaugural membership program and is experimenting with an inventive new approach to benefits and pricing, including discounts on Lyft rides and a strategy designed to drive interest in its most expensive level of membership. In 2017, utilizing the Jobs To Be Done (JTBD) theory, Newfield's museum increased attendance by 72 percent over the prior year, with 38 percent of that being first time visitors. The museum is attracting younger and more diverse audiences, and membership has increased by more than 300 percent to a record high of more than 16,500 households in 2019.

This event is approved for .75 CFRE credit hour.