The arts are not toothpaste
The arts are not toothpaste.
The subscription model that the performing arts world is built around?
It only briefly aligned with how most people actually behaved—a narrow window in time when routines, loyalty, and consumer habits lined up.
Subscribing to the arts made perfect sense when:
People had stable routines.
They planned ahead.
They had fewer entertainment options and wanted predictable, enriching nights out.
Back then, subscriptions fit—because life itself was structured, habitual, loyal.
The internet shattered that world. Today, people build lives around:
Flexibility
Spontaneity
Emotional relevance
They subscribe when something solves a daily need—streaming services, groceries, toothpaste.
The arts don’t meet a daily need. They meet a motivational one.
And those motivations—like stress relief, social connection, or digital detox—don’t operate on a fixed schedule.
If we build for episodic attendance, we build for longer return windows. People come when they feel a need—not because it’s on the calendar.
Suddenly, churn isn’t a red flag anymore. It’s a feature.
When we shift focus to customer motivation, we can design for the people who actually need what we offer—not just track who didn’t show up.
And that market? It’s massive compared to the shrinking group of Loyals we’re still counting on not to churn.
Yes, you’ll still offer subscriptions. But your GROWTH will come from building episodic, need-based entry points. Subscriptions become one of many revenue streams—not the foundation.
Think of it like this: You're not replacing the engine. You're adding solar panels to the roof so the house isn’t always at the mercy of the grid.
And one day? You’ll realize those panels are powering most of the house.
