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What Gartner just confirmed
Why the customer centric business model matters for the arts sector
41%
faster revenue growth
(Forrester)
more profitable
(Deloitte)
more likely to build loyal, repeat customers
(Institute for Corporate Productivity)
3.5x
60%
Most read
Latest thinking
Why active personalization is the biggest growth lever
10-25%
revenue lift from personalization
(McKinsey)
more likely to confidently complete critical purchase decisions
(Gartner)
of customers expect personalization
(McKinsey)
71%
2.3x
Universal design: How to grow audiences by centering the outsider
Forward-thinking organizations are applying universal design principles to their entire organizational structure, recognizing that inclusive design fosters innovation that benefits everyone.
The blind spot in arts audience research
For decades, arts leaders have been told to focus on people who already love the arts. Here's why that advice is limiting growth.
Burying the Lede: When Arts Recovery Headlines Reinforce Inertia
The headlines are exciting. "Arts sector grew at twice the rate of the total economy!" "We contributed $1.2 trillion to the GDP in 2023!" Here's what's actually happening.
The Classical Music Attendance Paradox: Why 11M Listeners Don't Fill Concert Halls
If listening were a pipeline to attendance, our concert halls would be packed. They're not. Here’s why.
The golf industry has reversed decades of decline. Can classical music do the same?
Golf didn't just stabilize a declining industry—they sparked record-breaking growth by making the sport accessible to people who never would have engaged before.
The secret to your next grant win
Most grant applications follow the same tired formula: Here's who we are, here's what we do, here's why we're great, here's why you should fund us.
Beyond Demographics: Unlocking the Core Drivers of Engagement
Demographic and transactional data have been used to segment audiences for years—age, income, ticket history, and zip code serving as proxies for interest and intent. But these were never the whole story.
This is NOT a driver of engagement
Arts organizations too often focus their sales pitches on “cultural enrichment”, citing industry reports or in-house surveys that say it’s a primary driver of engagement. But those studies asked the wrong question.
4 Surprising Studies Shaping Audience Behavior
Now is the perfect time to step back, clear your head, and scan the bigger forces shaping audience behavior. These aren’t arts-specific reports—but that’s exactly the point.
Don’t sleep on this trend
It’s getting personal. And arts organizations need to get on board—because mission alone won’t save you when the funding dries up.
Live Music: Better than Sex?
Researchers measured oxytocin levels (the “love hormone”) in concertgoers before and after a live performance. Here are the surprising results.
The problem with arts industry reports
You listen attentively to every industry report, waiting for that one nugget that will change your strategy. But halfway through, that nagging voice in your head always whispers: “How is this actually helpful?”
Can need-based intelligence increase engagement and drive higher ticket sales? A 16-week controlled test at the New Bedford Symphony.