Audiences for classical music, jazz, theater, visual arts and other art forms have all declined as a percentage of the population in recent years, and as this new RAND report argues, reversing that trend will require more than simply expanding the supply of art and people’s access to it. It will also require cultivating more demand through arts education and other means to ensure that there are more people sufficiently knowledgeable about the arts to want to engage with them. This study, the third in a series by RAND on the evolving role of state arts agencies in building arts participation, examines what it means to cultivate demand for the arts, why it is important to do so and what state arts agencies and other policymakers in both the arts and education can do to make it happen. The report series was commissioned by The Wallace Foundation as part of its State Arts Partnerships for Cultural Participation (START) initiative.