Sell the Venue NOT the Show!

I contend that arts managers should be focused on selling their venue - not their shows!

Every season arts managers create elaborate marketing plans and PR campaigns to promote their shows. They labor for days over designs, colors, copy, photos, ad placement, etc. They try to come up with catchy themes for their season brochures because they believe that if their design can just be clever enough the shows will sell automatically like wildfire! This marketing mania is because the show, whether it is a play, concert or dance, whether is is produced or presented, it is their "baby".

But what if arts managers focused that same amount of energy on making their venue THE place to go for entertainment, regardless of what show was on stage? I suggest that arts managers put their efforts into creating a positive environment for their patrons...from the parking lot, to the box office, to the theatre seating, to the restrooms...make it a place where people want to spend time. Your patrons should want to go your venue because they know they will have a good time with their friends and family, no matter what is on stage. This may sound like blasphemy to the artistic folks...but not only will you get more repeat patrons, but it will allow your artistic staff a chance to do shows that are more of a challenge to your audiences. Your goal should be to hear people in your lobby say "What are we going to see tonight!”