Love or hate the phrase, the arts ARE a business, a $763B sector serving almost every county nationwide. Today, battered arts institutions are reemerging from dark stages and galleries, rebounding from one of the highest unemployment rates, and confronting centuries of systemic discrimination. The solutions are right before our eyes though. Volumes of data from the for-profit sector demonstrate how to achieve success across customer engagement, technology and media, and brand relevance. Running arts organizations like a business isn’t unwitting board speak; it’s essential to revitalize this critical economic engine and better serve the art in the new normal ahead.