Spotlight on Arts Audiences Research Symposium
Alberta arts audiences research project wraps up with learnings and next steps
Join Stone-Olafson, Rozsa Foundation, Mass Culture and invited panelists at the Spotlight on Arts Audiences Research Symposium on Monday, November 24 from 9:30am to 4pm to review lessons learned from six waves of research and discuss strategies for moving forward.
As the pandemic receded, the Alberta arts and culture sector continued to experience a decline in engagement and audiences. The Rozsa Foundation contracted research firm Stone-Olafson to conduct in-depth research on the current attitudes, behaviours, motivations and barriers of arts audiences in the province. Alberta Foundation for the Arts, Calgary Arts Development, Calgary Foundation, Edmonton Arts Council and Edmonton Community Foundation all stepped forward to help fund this project.
This work was developed for the arts sector exclusively and built on research that began in 2020 into the Creative Economy. It was designed to provide specific, relevant and reliable facts to support leaders in the arts and culture sector in making decisions and building strategies. The project has run for two years with six waves of in-field research and results.
Each wave of research has been presented to the community in Calgary and Edmonton, with experts from the sector helping make sense of the findings and provide insights and examples from their work. This final presentation will include these aspects, and also summarize the lessons learned over the course of the study and equip participants with tools and perspectives to carry this work forward in their organizations.
The full-day symposium will:
- Dig into the final 6th Wave of research on Alberta arts audiences.
- Explore trends and themes that emerged over the project, including retention strategies, breaking through the noise to reach new audiences, and navigating the new cultural experience landscape.
- Teach you how to use your own research to ask the right questions and get results you can use.
- Examine how national arts data can supplement your research to create powerful narratives.
- Hear from industry experts outside the arts who specialize in retention and loyalty.
- Unpack how audiences themselves describe the essential value of the arts in Calgary and Alberta.
Lunch will be provided, along with ample time for networking and conversation.
Given the limited space, and to minimize no-shows, there is a $20 fee per participant. However, the fee is not intended to be a barrier — if you need assistance or an exception, please contact Lisa Mackay.
Date: Monday, November 24, 2025
Time: 9:30am to 4pm
Location: Studio Theatre, cSPACE Marda Loop (1721 29 Ave. SW)
Cost: $20
For more information and to register, visit Spotlight on Arts Audiences Symposium | Eventbrite.
For those unable to attend, the results and presentation from Stone-Olafson will be added to the Rozsa Foundation website (rozsafoundation.com/spotlightonartsaudiences) in early December. There is also a plan for a second research symposium to take place in Edmonton in the new year, and the Rozsa Foundation will release more information and an invitation in early 2026.
Questions? Please reach out to Lisa Mackay with any questions or concerns.
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