This discussion guide is designed to help administrators, board members and arts practitioners working in organizations of varying budget sizes and disciplines apply Denver Center’s lessons in audience building to their own work.

The guide is divided into several categories of questions created to prompt discussion and reflection. It can be used in conjunction with the original video and written story, Denver Center Theatre Company is Cracking the Millennial Code...One Step at a Time. The story follows the theater company’s early stage efforts to attract and retain new audiences, from its initial assumptions through market research and the development new productions. It is part of a larger series documenting the preliminary insights of performing arts organizations participating in Wallace’s Building Audiences for Sustainability (BAS) initiative.

The Denver Center discussion guide can serve as a teaching aid for group discussions or for individual study.