Aubrey Bergauer is the Executive Director of the California Symphony. When Aubrey took over at the California Symphony, it was in rough operational and financial shape. Under her leadership, the company has implemented changes that led to an increase in subscription revenue by over 70%, an increase in audience size by over 70%, and an increase in contributed revenue by over 40%. Using data coupled with a clear strategy and support from the board of directors, she was able to swiftly implement discipline and rigor to how the organization markets, fundraises and communicates with patrons. In this episode, Erik and Aubrey talk about the California Symphony's "Orchestra X" project to better understand user experience purchasing and attending a concert, and the website changes they made based on their findings. They also discuss the California Symphony's disciplined approach to patron communication, as well as their recent Public Organizational Commitment to Diversity across programming, staffing, and the board.