Unlock transformative growth

Too often, arts marketing pushes the product, alienating outsiders. The Audience-First Reset helps you pull people in.

RADICAL GROWTH STARTS HERE

The old growth playbook is broken.

Arts organizations are fighting harder and harder to attract a shrinking, oversaturated pool of traditional patrons. It’s time to stop clinging to the familiar and start widening your reach.

Audience Alchemy aligns your value proposition with the people actively seeking the outcomes you offer—many of whom you’ve never reached before.

When you shift to this customer-first model, you unlock a broader, more motivated audience—accelerating your relevance, revenue, and sustainability.

EXPLORE THE FRAMEWORK ➤

  • “Audience Alchemy completely changed the way we talked about our concert series. By implementing the customer-first model, we MORE THAN DOUBLED ATTENDANCE at a recent concert compared to our past season’s average.”

    – George Fergus, Director of Music, Christ Church Episcopal, Savannah

  • “What I have learned from you has been SO VALUABLE. Nearly 1,100 people took part in our inaugural weekend! The turnout exceeded all expectations and I am so grateful for your approachable, actionable teachings.”

    —Tekla Cunningham, Founder, Seattle Bach Festival

  • "Ruth ignited our marketing, development, programming and venue hire teams with excellent, tangible recommendations that will now play a critical role in Melbourne Recital Centre’s next chapter."

    —Latoyah Forsyth, Head of Marketing and Visitor Experience, Melbourne Recital Centre

  • "Ruth has an extraordinary vision for arts marketing, and the arts sector needs it now."

    —Mark Schaefer, Author of Marketing Rebellion and Belonging to the Brand

  • "This may well be the salvation that audience-hungry arts marketers are searching for."

    —Trevor O’Donnell, Author of Marketing the Arts to Death

  • "For any org wanting to center their customer and community, Ruth's thinking on this topic is hands down the best I've ever seen."

    —Aubrey Bergauer, Changing the Narrative

  • “Ruth is a champion for your patrons. She sets aside all of the expertise and just asks one simple question: What matters to your customers? It's revolutionary.”

    —Sean Kelly, Founder, Vatic

  • "...an incredible thought leader. Ruth's insight is what we need to hear as a sector right now. "

    —Sarah Weber, Executive Director, Association of California Symphony Orchestras

  • "So grateful that Ruth is not only putting the Jobs to Be Done framework out there, but also providing illustrations on how to enact it."

    —Timothy Myers, Music Director, Austin Opera and Music Director, Spoleto Festival USA

  • “The room was vibrating during Ruth’s Chorus America plenary...lightbulbs were going off, pens were furiously writing.”

    —Alex Gartner, Artistic & Executive Director, Pensacola Children’s Chorus

  • “Thank you for delivering two remarkable presentations. Your work is transformative!”

    —Kevin Eberle-Noel, Executive Director, Redlands Symphony

  • "You were spectacular and opened up a host of necessary questions with which we need to grapple. It was a terrific session."

    —Nick Adams, Executive Director, Cantata Singers

  • “This is one of the most, if not the most, important presentations in my life. Thank you from the bottom of my heart.”

    —Thomas Cooke, President, Voce

ABOUT RUTH

A New Way Forward

I’m a former opera singer who traded the stage for the world of business innovation. Today, I help cultural organizations ignite transformative growth by championing a radically customer-first model.

Blending deep arts and nonprofit experience with eight years at the Clayton Christensen Institute—a global authority on disruptive innovation—I equip visionary arts leaders with the strategies to redefine relevance, expand markets, and unlock new demand.

A frequent speaker at industry conferences and dual-certified in digital marketing strategy, I empower organizations to adapt, engage new audiences, and turbocharge relevance.

READ MY FULL STORY ➤