What do you think?
Rate this book
Run It Like a Business: Strategies for Arts Organizations to Increase Audiences, Remain Relevant, and Multiply Money--Without Losing the Art
Featured on Publishers Weekly 2024 Announcement Issue
TEDx speaker Aubrey Bergauer—“the Steve Jobs of classical music”—reveals how to run a successful arts business in the post-pandemic era, adapting for-profit methods for not-for-profit goals.
In the US alone, the arts are a $763 billion sector whose 100,000+ organizations serve almost every community in the nation. There’s no reason arts organizations should struggle to make ends meet. And now, with arts-tested strategies from Aubrey Bergauer, they won’t. This foolproof guide shows how to reach new levels of engagement—while always putting art first.
Running your arts organization like a business is your path forward to:
• Grow audiences and keep them coming back again
• Make our organizations more inclusive
• Get younger attendees in the seats and on the donor rolls
• Generate millions more dollars in revenue
• Continue to create the art we love—without the stress of figuring out how to afford it
Just because arts organizations are non-profits doesn’t mean they shouldn’t make money; it means the money they make goes back to fund the mission—whether that’s music, visual arts, theatre, dance, or one of many other mediums that enrich our lives.
The for-profit world knows how to achieve success across customer engagement, user experience, company culture, the subscription economy, technology and media, new revenue streams, and brand relevance. Run It Like a Business provides a powerful, proven framework to help all arts organizations revitalize their economic engines and ultimately serve the arts and its patrons.
TEDx speaker Aubrey Bergauer—“the Steve Jobs of classical music”—reveals how to run a successful arts business in the post-pandemic era, adapting for-profit methods for not-for-profit goals.
In the US alone, the arts are a $763 billion sector whose 100,000+ organizations serve almost every community in the nation. There’s no reason arts organizations should struggle to make ends meet. And now, with arts-tested strategies from Aubrey Bergauer, they won’t. This foolproof guide shows how to reach new levels of engagement—while always putting art first.
Running your arts organization like a business is your path forward to:
• Grow audiences and keep them coming back again
• Make our organizations more inclusive
• Get younger attendees in the seats and on the donor rolls
• Generate millions more dollars in revenue
• Continue to create the art we love—without the stress of figuring out how to afford it
Just because arts organizations are non-profits doesn’t mean they shouldn’t make money; it means the money they make goes back to fund the mission—whether that’s music, visual arts, theatre, dance, or one of many other mediums that enrich our lives.
The for-profit world knows how to achieve success across customer engagement, user experience, company culture, the subscription economy, technology and media, new revenue streams, and brand relevance. Run It Like a Business provides a powerful, proven framework to help all arts organizations revitalize their economic engines and ultimately serve the arts and its patrons.
- GenresBusiness
248 pages, Kindle Edition
Published February 6, 2024
60 people are currently reading
147 people want to read
About the author
Aubrey Bergauer
1 book4 followersHailed as “the Steve Jobs of classical music” (Observer), Aubrey Bergauer is known for her customer-centric, data-obsessed pursuit of changing the narrative for the arts.
A “dynamic administrator” with an “unquenchable drive for canny innovation” (San Francisco Chronicle), she’s held offstage roles at major institutions including the Seattle Symphony, Seattle Opera, Bumbershoot Music & Arts Festival, San Francisco Conservatory of Music, and as chief executive of the California Symphony.
Bergauer’s ability to cast and communicate vision inspires and unifies, earning her “a reputation for coming up with great ideas and then realizing them” (San Francisco Classical Voice).
Her work and leadership has been covered in the Wall Street Journal, Entrepreneur, Thrive Global, and Southwest Airlines magazines, and she is a frequent speaker inside and outside the arts.
She offers free resources and content at aubreybergauer.com
A “dynamic administrator” with an “unquenchable drive for canny innovation” (San Francisco Chronicle), she’s held offstage roles at major institutions including the Seattle Symphony, Seattle Opera, Bumbershoot Music & Arts Festival, San Francisco Conservatory of Music, and as chief executive of the California Symphony.
Bergauer’s ability to cast and communicate vision inspires and unifies, earning her “a reputation for coming up with great ideas and then realizing them” (San Francisco Classical Voice).
Her work and leadership has been covered in the Wall Street Journal, Entrepreneur, Thrive Global, and Southwest Airlines magazines, and she is a frequent speaker inside and outside the arts.
She offers free resources and content at aubreybergauer.com
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 12 of 12 reviews
May 23, 2024
Met de boekenclub van mijn werk (ja, ik heb er nog eentje) hebben we dit boek gelezen. Heel waardevol! Heel erg niche en gericht op marketeers uit de culturele sector, maar wel precies wat we nodig hebben. We gaan dit met elkaar beetpakken en vertalen naar onze werkvloer. Inspirerend, pragmatisch en vlot geschreven.
July 23, 2025
A refreshing take on how to stay relevant in the arts.
Bergauer finally says what should have been said long ago, e.g. that we need to educate our audiences and meet them at a level we often overlook. Too often, we assume a certain level of knowledge and, in doing so, exclude rather than include — speaking from above instead of engaging on equal footing.
But that’s just one of many valuable takeaways:
- Use your data – not just to report, but to understand, predict, and shape decisions.
- Prioritize customer experience – from ticket purchase to post-event follow-up, every touchpoint matters.
- Think strategically – vision, mission, and goals must align across all departments.
- Break down silos – marketing, artistic planning, and fundraising should collaborate, not compete
(The list to be continued since I probably still missed half of the takeaways from this book)
Definitely a book I will reread!
Bergauer finally says what should have been said long ago, e.g. that we need to educate our audiences and meet them at a level we often overlook. Too often, we assume a certain level of knowledge and, in doing so, exclude rather than include — speaking from above instead of engaging on equal footing.
But that’s just one of many valuable takeaways:
- Use your data – not just to report, but to understand, predict, and shape decisions.
- Prioritize customer experience – from ticket purchase to post-event follow-up, every touchpoint matters.
- Think strategically – vision, mission, and goals must align across all departments.
- Break down silos – marketing, artistic planning, and fundraising should collaborate, not compete
(The list to be continued since I probably still missed half of the takeaways from this book)
Definitely a book I will reread!
April 10, 2025
This book provided great inspiration for me in the world of arts management. Aubrey is a skilled leader with many years of experience changing the course, for the better, for many American orchestras. She provided real tips and explored philosophies related to how the arts are managed and, more importantly, provided a backdrop for ways in which today's leaders can make positive changes for years to come.
December 25, 2024
I found the first half the most helpful
March 5, 2024
I think this book is a must-read for anyone working in the arts. The general approach to audience development, organizational structure, and cultural values laid out in this book are excellent guides. The author provides enough depth for meaningful understanding without getting too in the weeds.
I am a classical musician who has worked as a performer, teacher, and administrator in various organizations. Even though I’m not holding a position like a CEO, or Artistic Director, this book was still extremely helpful for what I’m doing. There are lots ideas that can be implemented as a teacher, a performer, or administrator. The book is practical, well-researched, and inspiring.
Looking forward to whatever Aubrey publishes next.
I am a classical musician who has worked as a performer, teacher, and administrator in various organizations. Even though I’m not holding a position like a CEO, or Artistic Director, this book was still extremely helpful for what I’m doing. There are lots ideas that can be implemented as a teacher, a performer, or administrator. The book is practical, well-researched, and inspiring.
Looking forward to whatever Aubrey publishes next.
February 25, 2025
Para quem trabalha no setor cultural, é das melhores ferramentas com que já me cruzei. Com ferramentas práticas, estratégias claras e fáceis de implementar, e com resultados estudados em casos reais.
É escrito de forma compreensível e com uma linguagem próxima, que facilita a leitura do início ao fim.
Foi uma leitura imprescindível para o meu trabalho este ano, e sem dúvida pôs-me a cabeça num turbilhão de ideias.
É escrito de forma compreensível e com uma linguagem próxima, que facilita a leitura do início ao fim.
Foi uma leitura imprescindível para o meu trabalho este ano, e sem dúvida pôs-me a cabeça num turbilhão de ideias.
March 24, 2024
This should be required reading for anyone working within the cultural sector, from CEOs to marketing staff to board members and artists. Filled with practical information, research/for further reading, and a deep love of the arts, it’ll be the kick in the butt you need to find the data to answer the questions that plague us about the future of our work in the arts and culture sector.
July 25, 2024
This book is SO needed in the orchestra world. I have been inspired and moved, and I feel more equipped to tackle some big opportunities ahead. Thank you for continuing to be such a bold voice, Aubrey!
December 6, 2025
Pretty good. I found plenty of sentences to underline to come back to later. It’s also very well laid out. It didn’t feel groundbreaking but it’s a nice mix of advice and short case studies of successful non-profits. I’m glad I picked it up.
January 29, 2025
The book gives a wide range of values and practical ideas which you can incorporate in your own cultural organization. Inspiring and helpfull!
October 26, 2025
Read for work!
March 11, 2024
Excellent and innovative
This book has been missing from the arts management field. Bergauer brings great case examples with straightforward advice and concrete suggestions. A must read for any arts administrator.
This book has been missing from the arts management field. Bergauer brings great case examples with straightforward advice and concrete suggestions. A must read for any arts administrator.
Displaying 1 - 12 of 12 reviews