San Jose Jazz: Putting the spotlight on patrons 

Each year more than 40,000 people fill the streets of downtown San Jose for the annual San Jose Jazz Summer Fest. While the lineup of musicians is certainly a draw for summer fest audiences, the opportunity to connect with friends, family, and doggos is also an essential part of the experience. 

With a grant from the City of San Jose Office of Cultural Affairs, the festival created an A/B test for Facebook Ads that considered: 

What will garner more views and stronger engagement—a video focusing on the key headliners, or one placing more emphasis on the whole festival experience? 

Get Inspired

Watch the video to hear from Brendan Rawson, executive director of San Jose Jazz, about the results of their video test and their experience using the Creating Connection framework for their arts marketing efforts.


Curious about the two videos San Jose Jazz tested on Facebook? Check them out:

How can I replicate this?

Applying the Creating Connection framework is easy! You can download tools to get started telling stories that help people grow, give our communities a voice, and contribute to people's happiness and well-being. 


San Jose Jazz's A/B video test, as well as this case study, were made possible by the David & Lucile Packard Foundation, the City of San Jose Office of Cultural Affairs, and the #408Creates program. Leadership support was provided by the Metropolitan Group and Arts Midwest.

Special thanks to San Jose Jazz. Video by Gleidson Martins of News Up Now. Banner image by Robert Birnbach.