Building Public Will For Arts And Culture

Seth Godin made a post recently about what to consider if it appears your marketing efforts aren’t yielding desired results:

This reminded me of a post I made almost exactly a year ago about Godin’s thoughts about branding being a promise you make and so rebranding should represent a change in the promise being made and expectations consumers should have about your business. He makes a distinction between re-branding and re-logoing.

That concept of branding being a promise has been living in my brain for the last year and resonating with a lot of what I have read and listened to about audience/community relationship and marketing since then.

About a month ago, Colleen Dilenschneider and the folks at IMPACTS Experience made some suggestions for facilitating holiday season experiences based on trends they were seeing in survey data.

One of of the big things they noticed was that people are traveling much more than in the past, but attendance at cultural organization had been dropping during 2025.

The reasons for this is that while they were traveling more people were spending a shorter period of time away from home. Because so many people making attendance arrangements once they are in town rather than in advance, that represents a smaller window of opportunity.

Another reason is because people are traveling for the purpose of spending time with family and friends rather than spending time at a destination so the orientation is on being with others rather than seeing sites.

As readers might imagine, budgetary considerations also factor in to attendance plans at cultural organizations. Tangentially related to this, last week I noticed our bar revenue was down quite a bit over last year. Attendance at our events and those of renters has generally been within expectations over the last year, but apparently people were scaling back their spending in our bar and concessions.

There were a number of pieces of advice they offered for the holiday season and beyond. Among them were to lean into the traditional activities people engage in with family and friends around the holidays- Nutcracker performances, tree lighting, sing-a-long caroling, etc.

They also suggested looking at re-packaging and re-pricing experiences in order to position them as values. (my emphasis)

Another form of re-packing mentioned is condensing an experience for people who are short on time. It may take the form of a shortened tour that will hit the exciting highlights of a gallery or garden and end with a holiday themed snack or interaction. In some cases it may just be advertising an existing experience as specially designed for time pressed groups/families with fussy kids.

One of our annual renters does something long these lines. In early December, they do a full performance of The Nutcracker at a venue about 15 miles away. Then in the week before Christmas, they do a 45 minute version focused on the “sugar plum” elements of the show at my venue sometimes cranking out 2-3 performances a day for some pretty good sized audiences.

Related to goal of saving visitors’ time was the suggestion of digital tools to support and facilitate the visit. For example, for admission, information delivery, wayfinding, parking, etc. It isn’t just a matter of having these tools. Communicating that these tools exist and are available to ease a guest’s experience can aid in the decision to attend an event.

Came across a press release about a study conducted on Gen Z and Millennial perceptions of Broadway. The provocative title suggested that Broadway wasn’t overpriced, but rather undervalued. According to the study’s sponsors, No Guarantees Productions, once people learn everything that goes into a Broadway production, the amount they are willing to pay increases.

While many of the study participants indicated they were cutting back on their spending due to economic uncertainty, they were open to spending on experiences shared with friends vs. things. This has been a trending sentiment across many studies, especially since the scaling down of pandemic restrictions. These experiences are perceived to provide a greater emotional return on investment than purchasing things affords.

The study includes direct responses from participants and really illustrated the amount of thought people were putting into curating these experiences for others. Some people were thinking about the music a friend/family member liked, others wanted to take friends to their first Broadway show and were thrilled to provide friends with their first theater attendance experience ever.

As seen in the chart below, the study used a number of prompts to determine how much people were willing to pay to see a Broadway show, then provided the context of the expense for a typical vacation trip, then provided the context of how much it cost to run a Broadway show each week. With the addition of each bit of context, the amount people were willing to pay increased from $141 to $286 to $512.

This does align with previous findings that people are more interested in purchasing goods or experiences if there is an engaging story associated with it.

While respondents said they would attend more frequently if the tickets cost less, about 63% said that discounted tickets made them suspect the show’s quality was low or the seats were bad for some reason. No Guarantees suggested that discounting didn’t necessarily make a show more attractive.

In fact, some people responded they would rather pay a little extra to ensure they would have an enjoyable experience:

One response type that was interesting to me was that the perception that Broadway shows run forever was resulting in a lack of urgency. I am sure it would dismay a lot of Broadway marketing teams to learn that it regardless of how much buzz they generate about the opening of a show, there are a lot of people who think they can always see it later.

No Guarantees suggests one solution for Broadway would be the creation of social clubs and locals-only events. One of the respondents said social clubs targeting her and her friends is what has gotten her to attend a number of events at Lincoln Center.

One thing to note is that most of the respondents were from the NYC area or tri-state region (NY, NJ, CT) with fewer from the national sphere. So many of them may have been plugged-in or at least highly aware of opportunities even if they indicated they didn’t attend frequently. While I imagine that people living in other parts of the US may have a similar perception of the value proposition and would be willing to pay more if they had similar context, the differing range of opportunities available and expectations about participation will likely impact the amount they would be willing to pay and degree to which they would engage.

Seth Godin made a post last week that aligns with the idea that it is easier and cheaper to retain a following rather than constantly trying to acquire new customers. Aubrey Bergauer will often post on social media about the issue of audience churn in the arts along these same lines.

Godin uses a slightly different, though very applicable, framing to illustrate his point

Obviously this doesn’t mean one should abandon efforts to better connect with a broader segment of ones community which are core to the purpose of arts and culture non-profits. Since the long time base of arts audiences are dwindling there is a need to add new people.

Godin notes in part of his post I didn’t quote that it is better to double down on those that agree with you and encourage them to bring their friends than to spend a lot of effort convincing those who oppose you.

There are often segments of the community who are inclined to attend, but haven’t yet. Activation efforts focused on existing fans can envelop them as well. I had someone stop me on the street a week or so ago to tell me how interesting an event promoted on a marquee poster looked and assured me he would bring his family to see it. They didn’t attend the event. However the fact that he was engaged enough to stop me on the street and tell me he viewed one of our programs as something he and his family would enjoy was an encouraging sign. I suspect we will see him and his family in our space before the summer is over.

Seth Godin had a recent post on the “knock, knock” promotional business model. The way he describes it put me in mind of the Field of Dreams “if you build it, they will come,” approach to advertising. Godin says this model works in cases where a movie or book is announced featuring a famous actor (or by a famous author).

The level of high anticipation creates a tension you can use to sell the product. You don’t have to share much of the content because people have already sold themselves on the idea.

However, he says there are offerings like those from cultural organizations that succeed better with a different approach.

He goes on to cite movies like The Rocky Horror Picture Show or songs that become anthems which only gain in influence as more people become familiar with them. He discusses the value of focusing on abundance and connection rather than scarcity. He admits it is a difficult process and perhaps not as well supported by research and evidence as people may like.