Montalvo is many things - an historic villa north of San Jose, California; a presenter of classic and pop music events both at the Villa and at other venues; a visual arts residency program (with a major new residence center opening in 2004); and an exhibition space. The staff and board were working hard to understand the role of classical music within the mix of programs that were offered. WolfBrown assembled a team of marketing specialists to help Montalvo understand its existing classical music buyers as well as the overall market for classical music. Working with David Dalena, head of marketing for The Fleet Boston Celebrity Series in Boston; and Alan Brown, President of Audience Insight; WolfBrown developed a primary and secondary research program as well as a complete analysis of the findings. A strategic approach to marketing was framed and presented to staff and board.

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