The Engage-Amplify-Pipeline Framework:
Audience Engagement and Sustainability in a Regional Orchestra
DOI:
https://doi.org/10.59319/arete.v4i1.1088Abstract
Background: Regional symphony orchestras play a vital role in preserving culture and fostering community connections; however, many face challenges in sustaining audience engagement and ensuring long-term relevance. Objectives: This study developed a diagnostic framework for audience engagement and sustainability in regional orchestras by examining engagement, educational outreach, digital interaction, and perceptions of accessibility through an in-depth case study of a mid-sized regional orchestra in Indiana, American Midwest. Methods: Guided by serious leisure theory, cultural capital theory, audience segmentation, and nonprofit sustainability frameworks, this study employed a sequential explanatory mixed-methods design to analyze the data. Survey data were collected from current audience members (n = 79), local educators (n = 19), and community residents (n = 68), supplemented by nine semi-structured qualitative interviews coded using NVivo matrix analysis across 19 thematic categories (484 references). Descriptive statistics identified general patterns of participation, while thematic analysis of the interviews illuminated motivations, perceptions, and lived experiences. Results: The findings indicate that meaningful emotional experiences drive repeat attendance, whereas barriers such as scheduling, limited awareness, and perceived exclusivity limit broader participation, particularly among younger audiences. Educational programming produces exceptional educator-reported outcomes but remains largely invisible in the broader communities. Conclusions: This study offers the Engage–Amplify–Pipeline (EAP) framework as a diagnostic model for regional orchestras navigating audience engagement and sustainability challenges, derived from and illustrated through a mixed-methods case study. The implications for leadership strategy, audience development, and nonprofit sustainability are discussed, along with considerations for applying this framework to comparable institutions.
Author Biography
Jacqueline (Jackie) Ruff, MLD Graduate - Saint Mary-of-the-Woods College
Jacqueline “Jackie” Ruff, M.L.D., is a general manager, business advisor, and leadership development professional based in Terre Haute, Indiana. She completed her Master of Leadership Development at Saint Mary-of-the-Woods College in May 2026, graduating with a 4.0 grade point average. She has served as a business advisor with the Indiana Small Business Development Center at Indiana State University, supporting regional entrepreneurs and small business owners across the Wabash Valley. Her professional background spans multi-unit restaurant operations, including service as a general manager with Panda Express and as owner-operator of Fifi’s Lunch Box. Her research and practice interests center on organizational sustainability, audience and customer development, and leadership strategy within nonprofit and small business contexts. This manuscript is derived from her master’s thesis, completed at Saint Mary-of-the-Woods College under the advisement of Dr. Jennie Mitchell.
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Copyright (c) 2026 Jacqueline (Jackie) Ruff
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