From a “Timed and Ticketed” to an All-day Destination
November 2025
How are arts and cultural organizations evolving from being tied to scheduled events to becoming vibrant, all-day destinations?
This question, posed by an ABA member, reflects a growing interest across the sector in expanding relevance beyond scheduled events. Many organizations today are seeking to deepen their role within their local communities, enrich the customer experience, and respond to shifting tourism patterns that influence when and why people engage with cultural districts.
To better understand how leading institutions are navigating this shift, ABA conducted 17 interviews with organizations across North America, Europe, and Australia, exploring how brand strategy, space activation, community engagement, and partnership ecosystems all contribute to a vibrant, all-day destination model.
Key Findings:
Local relevance is essential for sustained activation: The most successful organizations design spaces, programs, and partnerships that invite community members to linger, return, and treat the district as part of their everyday life—not just a place to attend scheduled performances.
Becoming an all-day destination begins with a clear, values-driven identity: Organizations that make meaningful progress start with a strong brand foundation, one that articulates their role in the local community, resonates with customers, and creates a coherent narrative across programs, venues, and experiences.
Space activation requires both long-term planning and ongoing experimentation: Renovations, outdoor environments, food and beverage, flexible gathering spaces, and seasonal programming all contribute to creating places where audiences can graze, socialize, and spend extended, regardless of whether there is an event currently “on.”
Creative partnerships expand reach and diversify the experience: Collaborations with artists, businesses, city agencies, and cultural partners help activate spaces throughout the day, support new formats, and create compelling reasons for locals and visitors to engage beyond traditional event times.
Tourism patterns are shifting and destinations are adapting: Organizations increasingly use insights into visitor flow, trip planning, dwell time, and pre-/post-event behaviors to shape offerings that appeal not only to locals but also to out-of-town visitors seeking authentic cultural experiences.
The full report is available to ABA members by clicking below.
This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
