The live arts and performing culture sector remains in a period of unprecedented disruption. Recent conversations among industry leaders reveal a dual reality: on the one hand there is a palpable fatigue from years of upheaval exacerbated by global challenges and the lure of home entertainment and on the other a renewed ambition to revitalize and drive meaningful change. Now more than ever, the key to long-term success lies not in chasing crowds but in nurturing the smallest viable audience—the core group of loyal patrons who sustain and energize your work.
Disruption and Ambition in the Arts
In our current climate, mid-size and small live venues have faced challenges that seem almost unique to the arts. As Jill Robinson noted in her conversation with Seth Godin at APAP, no industry has been as disrupted as the live performing arts sector. The last five years have witnessed shifts that have left many weary. Yet amid this fatigue, there is a powerful drive to innovate and reimagine what live arts can be.
Seth offered a striking metaphor from the discussion and compared the waning audiences to apple picking. Early in the day, when the apples hang low, it’s easy for anyone to gather them. As the day progresses and the apples get picked, the available apples are higher—they require a ladder to reach them. This image captures the current moment perfectly. Today’s audiences have been conditioned by convenience and digital alternatives. To capture their attention, arts organizations must offer experiences so compelling that they’re worth the extra effort—worth climbing that ladder.
The Power of the Smallest Viable Audience
Seth shared a study in the discussion that offers a crucial insight: in a typical theatre of 1,000 seats, the loyal few who attend five or more shows hold far greater value than the occasional visitor lured by a fleeting advertisement or celebrity endorsement. This smallest viable audience is not a sign of limited reach but a signal to focus on relationships. Instead of spreading resources thinly in pursuit of large numbers, venues can thrive by investing in retention and deepening relationships with those who already believe in their mission.
Data confirms this shift. While broad outreach can sometimes feel like a lottery—one where you might win big or lose entirely—the consistent support of a dedicated core group can fill houses night after night. Jill warns that we as a field are “over-prospecting and under-retaining, under-relating and under-connecting.” By centering strategies around engaged patrons, arts organizations can build sustainable models in this modern era where every performance competes with the convenience of a night in front of the screen.
Practical Resources for a New Era
For arts professionals, this new paradigm calls for a recalibration of marketing and programming strategies. Rather than pouring all resources into attracting new audiences, the focus should shift toward creating intimate, compelling experiences that speak directly to your most dedicated supporters. Data-driven insights—like those in TRG’s free Arts and Culture Benchmark can guide you in tailoring events, communications, and community-building initiatives to meet the specific needs and passions of your audience.
Thought leaders in marketing are reinforcing this approach. In his new book, Seth Godin challenges traditional models and encourages creatives to embrace authenticity, connection, and a focus on the core audience. His insights provide a refreshing blueprint for those in the arts who are ready to rethink their strategies and reclaim their space in a disrupted market.
As you navigate this transformative moment in the live arts landscape, consider taking the following steps:
Join APAP Engage with a community dedicated to advancing performing arts. APAP offers a wealth of resources, networking opportunities, and insights that can help you pivot in a changing environment.
Discover Seth Godin’s New Book Dive into fresh perspectives on marketing and audience engagement. Godin’s latest work This is Strategy: Make Better Plans is a must-read for anyone ready to move beyond traditional outreach and embrace a more authentic, connection-driven approach.
Connect with TRG Arts Explore innovative programming and transformative initiatives led by TRG Arts. Their work exemplifies how a focus on the smallest viable audience can spark broader cultural change.
You can turn disruption into opportunity. Embrace the challenge, invest in your core audience, and lead the way toward a vibrant, sustainable future for live arts. Transform your approach today—engage with APAP, be inspired by Seth Godin’s new book, and join the innovative community at TRG Arts. Together, we can redefine the future of live arts and culture.