Connecting with Audiences: Continuing the Conversation Beyond the Theater

by Kristin Sloan
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Growing up outside of Boston, going to cultural events was a special treat that my parents would arrange as often as they could. Whether it was going to the Wang Center to see Boston Ballet, or going to Greatwoods to see Huey Lewis and Tower of Power (my first "rock" concert), they always made a big deal out of it - because it was. It was expensive, it was a major time commitment, it meant getting our family together and traveling to a location relatively far from our house; but the important end result was that we were experiencing something creative and engaging together, and that excitement and desire for culture and live performance has continued with me.

Now I live in New York City with my boyfriend, who shares with me two somewhat competing qualities - the drive to get as much accomplished in a day as possible as well as an earnest desire to share experiences that will enrich our lives beyond the work we do during the day. I don't know if it's because we live in a place where there are an overwhelming number of options (and you wind up spending money the second you walk out of your apartment), or if we're just uncomfortably busy, but it can be a challenge for us to plan ahead and commit to get out to a live performance and make a night (or day) out of it.

The mere fact that there are so many things today vying for our attention means that it can become a big and often debilitating decision figuring out what to do when we actually have the opportunity. Many of us have limited time to give to leisure activities, and we usually have plenty of options for spending that time - from surfing the internet or watching tv in our pajamas, to getting dressed up and traveling to a performance (and everything in between). In our case, the desire to see a live performance is there but we need an extra little push.

For us, that push often comes in digital form, whether it's an email from an arts organization, a mention in a blog, an online review, a notification from a social networking site like Facebook, a recommendation from a peer or an event filtering site... Pair those things with a presence in our physical environment - like a wild posting on the street - and there's a good chance that if we like what you are offering (of course things like programming, venue and timing come into play too), we'll try to find a way to take you up on it. The performing arts have a challenging model to begin with. So much time, effort, and expense go into the preparations and final product of any performance (whether you're just talking about the performance itself, or what it takes to train all the people eventually involved in putting on that particular performance). The only direct opportunity you have to recoup these expenses is through a live, one-time only, show to which only so many people can buy a ticket. Each of these select individuals only wants to pay so much for that ticket and once it's over it's gone forever.

The percentage of time throughout the year that even your most zealous patrons spend with your organization (i.e. sitting in your theater) is low, so how and where could they be interacting with your organization and developing a deeper connection to what you do when they aren't seeing it live in front of them? Go to your audiences (current and potential) - wherever they may be, and establish an ongoing connection with them in that space.

New technology can provide relatively simple and low cost ways to stay connected to your current audiences while also reaching out to new audiences. Even if we can't come to your performance this time around, if your digital presence peeks our interest, technology can make it easier for you to continue a connection with us, making your next message stronger. If you've got our attention, you can also do simple things like asking for our email address, or offering a feed so that we can subscribe to updates on your organization. Communication can become smarter and more targeted by being automated and customized based on how the patron wants to be contacted and what they are interested in. There are so many possibilities!

The Winger was partially born out of the realization that my friends and peers seemed to have very little knowledge of what I did all day as a dancer - which is completely understandable. How could they know without being there? The idea was to try to give an illustrative and personal look into my everyday experiences using the web. In my opinion, the creation of a work of art is often as interesting as the finished product, and I wanted to find a way to share that. In turn, the site has also become a place for people who already enjoy dance to further connect with the companies and the artists they love, outside of the theater. Something to note... no one can talk about what your organization is all about better than the artists who are a part of it!
 
Perhaps it might be helpful to break things down and discuss the topic (Best Practices for Developing a Diverse and Committed Audience) while realizing that we are all audience members too. I've explained what works in getting me to a live performance - what about you?
  
 
-  What is helpful in convincing you, personally, to buy tickets to see a live performance? Forget about "best practices" for a minute, what gets YOU in a seat? Why?

  
- What strategies have you seen organizations take to build more diverse and/or committed audiences? Did those initiatives work in getting you more involved or getting you to purchase a ticket? Do you think they were successful in engaging other audiences and even convincing them to buy tickets?
 
 
- Why do you think the initiatives you have seen were successful  - or not? What might you do differently?


To hear more from Kristin Sloan, visit The Winger. 
To learn more about NPAC sessions such as "Best Practices for Developing a Diverse and Committed Audience", visit the website.