In the arts world, success isn’t just about bringing in new people; it’s about building long-lasting relationships with the ones you already have. The key to sustainability lies not in finding more first-time visitors, but in building strategies to inspire your existing audience to return again and again (and again).

This episode explores why frequency, or deepening the rate at which customers come back, is the most powerful strategy for arts organizations.

Key Takeaways to Put Into Action:

• Are Subscriptions Really Dead? No, but the mindset is. Subscriptions, memberships, CYOs and flex passes all still work when they’re tools for one thing: driving frequency.
• Prioritize Returning Patrons: Focus on retaining loyal patrons, as they are your most reliable source of long-term success.
• Recency Leads to Frequency: Get people back sooner; it’s the first step toward loyalty and one of the simplest, most powerful growth levers you have.
• Build Recurring Revenue: Prioritize audience return rates to create steady, repeatable revenue instead of relying on occasional sales.
• Organizational Alignment Drives Growth: Align marketing, development, and box office teams to create a unified strategy that nurtures long-term engagement.

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