There is a lot of demand for jazz and jazz-related events in Limburg and this demand is growing. Based on its mission statement 'Jazz: the art of connecting', the Jazz Maastricht Foundation translates the core characteristics of jazz into its activities, aimed at all citizens of Limburg. These characteristics are: innovation, communication and improvisation. They do not only apply to jazz, but are essential values for participation and social cohesion in society. We consider the propagation of these characteristics towards our audience, within the programming, our partners and within our organisation of growing importance in a society that tends to become more and more individualistic.