Jack McAuliffe is an organizational coach for arts organizations. He's had a long career in arts leadership including serving as the first Director of Marketing at the Kennedy Center and as the COO of the League of American Orchestras, where he commissioned several audience engagement studies including the legendary Orchestra "Churn Study." In this episode, Erik and Jack discuss the findings from four large audience research studies, why a good marketing director should have a role in programming, and how storytelling and context are so important for arts organizations.