No one thinks of glass as an art form. If you have seen it as art, it’s been really bad art. It needed a major dose of relevancy, to highlight the innovative work being done in this space.

Re-contextulaize the art form into something that people already understood to be expressive and entertianing. Add some good old fashioned spectacle and drama.

4x ticket sales versus last year same time period. Lots of local media coverage.