Millennials and Gen Z (ages 18–45) are the audiences, visitors, donors, and leaders who will decide the future of arts and culture. Yet many organizations still don’t know what draws them in or keeps them coming back. ABA’s new study looks at what motivates the Next Generation, what interests them, and how they engage with culture. It then sets out practical strategies, with case studies, for reaching “The New Balance.”
Millennials and Gen Z (ages 18–45) are the audiences, visitors, donors, and leaders who will decide the future of arts and culture. Yet many organizations still don’t know what draws them in or keeps them coming back. ABA’s new study looks at what motivates the Next Generation, what interests them, and how they engage with culture. It then sets out practical strategies, with case studies, for reaching “The New Balance.”
In our post-pandemic arts world, many arts organizations are discovering that most of the patrons that are going to come back have come back already. Even organizations with healthy audiences right now are facing challenging budgeting environments, so the need to build a new base of customers and to increase attendance by casual audiences and visitors is acute.
ABA is deploying a survey of marketing resource deployment, activities and other behaviors in order to assess quantitatively the marketing drivers behind healthy attendance.
As many organizations finalize their upcoming fiscal year budgets, we wanted to learn about how organizations are planning their marketing budgets - looking across overall budgetary spends, and specific areas of investment such as digital marketing efforts. Our latest ABA Executive Benchmark asked arts leaders about marketing budgets and changes due to the increased importance of digital.
Since reopening from the closures of the pandemic, arts and cultural organizations have stayed vigilant in assessing the state of their recovery and sales. Our latest Arts Leader Survey asked arts leaders to benchmark themselves about the current state of single ticket sales, filled hall capacities, subscriptions, and no-show rates across the performing arts sector today compared to 2019 (pre-pandemic).
