As the new ED of the California Symphony, Aubrey Bergauer faced a brutal challenge - turn things around financially in less than two years, or major institutional supporters would pull their funding. She knew that tinkering with the music or marketing wouldn't fix things. So she decided to try something different. Data. As she tells the story, her approach wasn't rocket science. But it was revolutionary for the classical music industry, a radical change that enabled her and her team to double the size of their audience and nearly quadruple their donor base in less than three years.
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