The Secret to Audience Retention | From One-Time Ticket Buyer to Lifelong Donor

DALLAS, TX — May 18, 2026 — Aubrey Bergauer, CEO of Changing the Narrative, argues that the classical music industry must shift from seeking new audiences to prioritizing retention to survive. By analyzing data on first-time attendee "churn" and implementing the "Long Haul Model," she demonstrates how performing arts organizations can optimize business operations. Bergauer advocates for improved user experiences, strategic discounting, and approachable marketing to build lifelong patron loyalty.