"Many arts organizations are discover- ing that where people choose to attend arts and cultural events can be crucial to developing effective strate- gies for reaching broader and more diverse audiences. New research on the Wallace -Reader’s Digest Funds’ Community Partnerships for Cultural Participation (CPCP) initiative finds that more people attend arts and cultural events in community venues – such as open air spaces, schools, and places of worship – than in conven- tional arts venues, such as concert halls, theaters, museums, and art gal- leries. Although audiences for events held in both types of venues overlap, about one-fourth of the people who participate in arts and culture do so only in community venues. These findings confirm the wisdom of one strategy employed by many arts organizations: presenting arts and cultural activities in places normally used for other purposes.

The findings also have deep relevance for policy- makers and funders, as well as those who are interested in cultural planning or facilities development, or are other- wise engaged in creating opportunities for participation in the arts." [Introduction, p. 2]

"Many arts organizations are discovering that where people choose to attend arts and cultural events can be crucial to developing effective strategies for reaching broader and more diverse audiences. New research finds that more people attend arts and cultural events in community venues--such as open air spaces, schools, and places of worship--than in conventional arts venues, such as concert halls, theaters, museums, and art galleries. Although audiences for events held in both types of venues overlap, about one-fourth of the people who participate in arts and culture do so only in community venues, representing an untapped market for some cultural groups."