Not All Shows Are Meant to Sell Out... Some Are Meant to Bring People Back

In most arts organizations, programming success is still measured by the same old metric: the box office. Did it sell out? Did it cover costs? But this perspective, while financially valid, misses a deeper point: not every show needs to be a blockbuster sell-out to be a success.

Some productions aren’t simply about one-and-done profit in the moment. They’re about building longer term relationships. They’re about keeping people coming back. They’re about loyalty, and audience development over time.

Magnets and Honey: A New Lens on Programming

At TRG, we’ve been exploring a simple but powerful distinction in how we talk about programming: magnets and honey.

• Magnet programming is what draws people in. These shows often have broad appeal, recognizable names, big buzz. These are the productions that often attract new audiences and re-engage lapsed customers; think blockbusters, seasonal favorites, or star-studded productions.

• Honey programming keeps people sticking around. These performances are perhaps more intimate, resonant or less artistically mainstream work. They may not pack the house every night, but they foster loyalty and meaningful engagement with customers over time.
  

We need both. But too often, we only measure the success of honey programming by the standards of a magnet. And when we do that, we miss its true value.

Not Every Job Description Is the Same

We understand this intuitively in staffing. Not every team member has the same job description. Some drive visibility. Some deepen relationships. Some deliver behind-the-scenes outcomes that are essential but less visible.

What if we applied that same thinking to programming?

Instead of asking, "Did it sell out?" you could be asking:

• Did it deepen loyalty?
• Did it bring back lapsed attendees?
• Did it generate new audiences?

Importantly, different types of programming resonate differently depending on the audience segment. A magnet might be the perfect entry point for a new visitor, while honey might be what keeps a long-time subscriber coming back.

Knowing which audience a particular piece is serving - and being clear about that intent - can help align marketing, programming, and development goals.

Breaking Down the Quadrants: Programming Meets Purpose and Audience

Using the matrix of program type (Magnet vs Honey) and audience & financial impact (Broad Appeal/High Revenue vs Niche/Targeted), this framework is a first step in helping you consider the role each performance plays in your overall programming strategy.

• Electromagnets (Magnet + High Revenue): These are your premium, high-profile shows that drive revenue and visibility. They draw large crowds and often fund other organizational work. They have wide appeal, but often among new audiences.

• Honey on Toast (Honey + High Revenue): These productions create deep, loyal engagement among top-tier supporters (season subscribers and major donors). They are sustaining, and do good business from the existing database.

• Temporary Magnets (Magnet + Lower Revenue): Shows here attract fresh, often underserved audiences, offering broad appeal but may not generate immediate high revenue returns. These productions are important for audience growth and inclusivity, particularly amongst specific populations not currently in the database.

• Artisan Small-Batch Honey (Honey + Lower Revenue): Specialized work aimed at cultivating loyal fans who value depth and connection over mass appeal. These productions may have modest revenue but are critical for long-term loyalty and artistic mission, serving an organization's most valuable and loyal artistic connoisseurs.

Each quadrant plays a strategic role in audience retention and organizational sustainability.

Sequencing and Balance Matter

Imagine a season made entirely of blockbusters. The energy would be high; but the connection might be shallow. Now imagine a season of only niche, honey programs. The loyalty might grow; but the bills might not get paid.

Sustainability comes from balance. Magnets pull, honey sticks. Programming strategy, then, becomes an exercise in thoughtful sequencing and purposeful alignment.

When programmatic decision-makers, marketers, and fundraisers share a common language about this balance, the whole organization becomes more strategic.

Start By Asking New Questions

If you want audiences to come back, the question isn’t just "what will sell out?" but also:

• What will resonate most with first-timers?
• What will help build ongoing loyalty?
• What deserves an artistic spotlight, even if it doesn’t pack the house?
• What deserves attention for its relationship-building power, even if it doesn’t fill every seat?

When every show is measured by sell-out status alone, organizations limit both artistic potential and long-term audience growth.

Dive Deeper with TRG

Explore the full episode of Leading the Way to hear more about magnets, honey, and how programming choices impact audience retention and long-term sustainability.