Keynote Professional Learning Session

About the Keynote

If you hate that phrase, you're not alone. But the arts are a business — a sector worth billions whose institutions serve almost every region in the country. Today, arts organizations are working to rebuild audiences, reclaim relevance, and confront centuries of systemic discrimination.

The solutions are right in front of us. Decades of data, research, and case studies from the for-profit sector show exactly how to win on customer engagement, user experience, company culture, the subscription economy, digital content, new revenue streams, and brand relevance.

Being a non-profit doesn't mean we shouldn't make money — it means the money we make goes back to fund the mission. And a sustainable model is still essential to get there. In this keynote, Aubrey Bergauer makes the case that running it like a business isn't unwitting board-speak. It's the key to revitalizing a critical, massive economic engine — and to better serving the art and the people who consume it, in the new normal ahead.

This keynote is based on Aubrey's debut book of the same name, published in 2024 by BenBella Books.

Meet Aubrey Bergauer

"Dynamic." — San Francisco Chronicle

Aubrey Bergauer is a visionary leader known for revolutionizing the classical music landscape through innovative, results-driven strategies. Dubbed "the Steve Jobs of classical music" by the Observer, Aubrey has championed a customer-centric, data-informed approach that has transformed performing arts organizations across the country.

She has held offstage leadership roles at esteemed institutions and is the Founder and CEO of Changing the Narrative, where she has worked with hundreds of arts organizations — from startups to institutions with budgets as large as $300 million — helping them build audiences, increase revenue, and elevate their impact.

Her groundbreaking work has been featured in national publications, and her debut book, Run It Like A Business, was published in 2024.

Join Us for the Book Signing

Following the keynote, join Aubrey for a book signing of Run It Like A Business. Bring your copy or purchase one on-site, and meet the leader reshaping how the arts sector thinks about sustainability, growth, and impact.

Learn More About Aubrey →