Having $600,000 in funding from the Wallace Foundation, we collaborated closely with research provider WolfBrown to design, field and analyze a 4-year quantitative study of SFJAZZ audiences. Over 13,500 survey responses were gathered from 2008-11, generating a massive amount of data regarding age distribution, programming, marketing and attitudes towards venues. Numerous insights were gained during this critical period, during which development of the SFJAZZ Center was underway.