You Can’t Reach Younger Audiences with Old Tactics, Especially in the Arts
Arts and culture are timeless. But audience expectations? They are changing fast.
Today’s audiences are digital-first. They discover, decide, and engage on their phones. If your organization is still relying on snail mail and email newsletters to drive engagement, you may be invisible to the next generation.
Theaters, symphonies, festivals, museums, and independent venues across the country are waking up to a hard truth: you can’t grow your audience using strategies built for the past. Whether you want to attract younger attendees, increase repeat visits, or turn fans into members, the only way forward is with technology that connects.
Your Audience Lives on their Phone, and You Need to be There
Before a single note is played or curtain rises, your next audience member has already made dozens of decisions through their phone. They scroll to discover new experiences, buy tickets online, and plan their entire night from their mobile device.
If your organization doesn’t have a mobile app or easy digital access point, you’re creating friction before the experience even begins. Platforms like InstantApps from InstantEncore put your organization directly in their hands, with a one-tap connection to everything from event schedules and maps to memberships, donations, and exclusive content.
Mobile isn’t just a channel. It’s the stage where attention, engagement, and loyalty meet.
Push Messages: Direct, Personal, and Impossible to Ignore
Push notifications are one of the most powerful communication tools arts organizations can use.
Unlike email or social media, push messages have a 90% delivery rate and a seven times higher click rate than email. That means your message isn’t buried in an inbox or competing with the algorithm. It’s delivered instantly to the one device your audience always has with them.
Organizations like the Westmoreland Cultural Trust use push messages to share behind-the-scenes stories, pre-show insights, and real-time updates. It’s not spam, it’s storytelling. And it builds a habit of connection that continues long after the performance ends.
Digital Doesn’t Alienate Older Audiences, It Empowers Them
One of the biggest misconceptions we hear from arts leaders is that digital tools might exclude older patrons. But the opposite is true.
At the Tennessee Performing Arts Center, the shift to digital tickets and an app-based experience didn’t push patrons away, it made their experience easier. As their team shared, “The app simplifies everything, no need to remember passwords or carry membership cards. Everything is in one place.”
When designed thoughtfully, technology makes participation simpler, not harder. Your older patrons aren’t resisting change; they’re resisting confusion. The key is to introduce new tools with empathy, patience, and clear communication, and to celebrate every small success as they embrace it.
Removing Barriers to Participation is the Name of the Game
Digital transformation isn’t about screens replacing experiences. It’s about removing barriers that prevent connection.
When your organization can promote events in real time, deliver personal touches, solicit donations and provide a smoother experience from ticket purchase to standing ovation, that’s how your community grows.
Arts and culture have always been about bringing people together. Technology just helps us do it better, faster, and more inclusively.
Ready to Build the Future of Your Audience Engagement?
Today’s audiences are waiting to discover and join your programs.
Schedule a demo to see how InstantApps by InstantEncore can help you engage new audiences, strengthen patron relationships, and expand your reach across generations.
