Josh Russell
One of the most common challenges among arts and culture organizations that we work with in Silicon Valley is, “how can we reach out and engage younger audiences?”
It’s a very important question and one that every organization should be considering. As we all know, audiences, arts leaders and donors are not getting younger. Recognizing the issue is the first step but the solution might literally be just a few steps from where you are reading this now.
I believe the biggest untapped market for engaging a younger audience is the younger, emerging leader that’s working for your arts organization. How can somebody who is not in the age group of the audience you are trying to reach know what that audience cares about and how they make their entertainment decisions? You can’t – and even if you’ve read studies and reports, they don’t tell the whole story.
If you are truly serious about expanding your audience base to begin cultivation of a younger audience and subsequently a younger donor base, you need to engage in a strategic conversation or series of conversations with the next generation of arts and culture leaders that are already on the payroll and who know what this potential audience wants and how to reach them. It’s as simple as that. If you don’t have anyone younger on the staff, then perhaps it’s time to seek out some interns. Or, how about this… make sure you’ve got some younger voices on your Board.
Just setting up a Facebook page does not mean you are reaching younger audiences. Just signing up for a Twitter account doesn’t mean that anyone will want to follow you. Get strategic advice from the source and at the same time you are giving your younger staff members a leadership opportunity to help grow your organization. It’s truly a win-win for everyone.
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Right on Josh! You capture a sentiment that was expressed repeatedly in the focus groups about next generation arts leadership that we at Hewlett put together in 2008. Over and over again someone would say that their marketing team was struggling to reach younger audiences but would not walk across the proverbial hall and ask the 20 somethings, or college interns working in the costume shop, or the education program and say : “Hey, would you like to come into this marketing meeting and tell us how you think we we can get more of your friends to check out what we do?” Or, “if we promoted our next production this way, would your classmates be enticed?”
Are all the ideas going to be brilliant? Of course not. But the cost of having the conversations, much less, having them in consistent, structured, productive ways (about marketing or implementing new technology or any other topic), may well be a lot lower than trying the same thing over and over again and expecting different results.
I agree with your thoughts. I would like to add that in my experience as a 20 something who works for a theater (both in a professional capacity and as a volunteer leader of a young adult’s initiative at the theater), I have discovered that it’s not enough to ask my peers down the hall about what attracts them to the theater because they are the ones routinely going to cultural events, getting in for free I might add, and their friends are likely in the same crowd.
What works to attract already interested arts patrons in their 20s and 30s is definitely important, but my question is always what works to engage those who don’t already feel the pull of arts performances or shows? I’ve been finding that it really takes reaching outside of your theater or arts circle to seek out the answers. Of course, there are people who just aren’t interested in the arts no matter how you spin it to them. They would just prefer a different activity, but I still have the feeling that we are missing out on outreach efforts and real audience development if we only look to those within our organizations.
Thanks for opening this discussion! I look forward to reading more comments.