Because cultivating new audiences from the region's diverse population involves many factors-an abundant array of excellent work, opportunities to learn and participate, and coordination among organizations-the foundation invests in five focus areas, each characterized by a desired outcome. Grantseekers should select one of the following areas as the primary focus of their application:

Appreciation: Youth and adults acquire the skills and knowledge to have rich encounters with works of art.

Creation: New works, presentations or productions of art attract strong attendance and engaged audience response. Programs expand the capabilities of individual artists to further their work.

Culture: Youth and adults learn to understand and appreciate the similarities and differences in the customs, values and beliefs of their own culture and of the cultures of others. Individuals increase their knowledge of the world and how it works.

History: Youth and adults gain knowledge and appreciation of Houston and Texas history. Programs lead to the preservation and more effective use of  significant historic places.

Strategic Partnership: Coordinated initiatives demonstrably increase the arts and culture audience in greater Houston.