Keep them coming back for more.

One of the biggest challenges arts organizations face is retaining their audience. Selling an audience member a ticket is one thing, but with the increasing number of entertainment options and competition for those entertainment dollars, arts organizations need to be more diligent and creative to keep them coming back.

Branding: Creating great art is not enough. People need to remember where that great art came from. Branding establishes a unique identity, helping an organization stand out from its competitors. It defines the organization’s values and mission and what makes it unique. A professional and consistent brand image signals trust and credibility and helps create an emotional connection with customers, leading to loyalty and repeat business. A strong brand can turn customers into advocates who promote the organization through word-of-mouth.

High-Quality Content: Nothing keeps an audience excited, interested, and coming back like continually offering fresh and innovative high-quality performances, exhibits, or works that resonate with your target audience. 

Engagement and Interaction: Make them active participants. Create opportunities for the audience to interact with the art, such as Q&A sessions with artists, workshops, and behind-the-scenes tours. Create feedback channels, online or even a simple postcard available at the venue, that encourage audience feedback to improve and tailor future offerings.

Community Building: Make them feel like they are “insiders.” Offer membership or subscription services that provide exclusive benefits and foster a sense of belonging. Actively engage with the audience on social media platforms, sharing updates, behind-the-scenes content, and interactive posts.

Accessibility and Affordability: Ensure that events and venues are accessible to all, including those with disabilities. Provide a range of pricing options, including discounts for students, seniors, and group bookings.

Events and Special Programs: Audiences love sneak peeks or exclusive previews. In addition, host themed nights, festivals, or seasonal events to create unique experiences and develop loyalty programs that reward repeat attendance and active participation.

By implementing these strategies, arts organizations can build a loyal and engaged audience, ensuring long-term support and sustainability.