You may think now is the time to hunker down, conserve resources, and just get through this. I say you are right, mostly. However, you should approach this forced opportunity to pause as a chance to evaluate where you are and where you need to go.
The good news is that the COVID vaccine distribution as begun! This is likely the beginning of mitigating the coronavirus pandemic. Note that I did not say end the pandemic. That line of reasoning is too simplistic, this pandemic experience will forever change our society. Going back to normal is not really an option, there is only moving forward with a new shared history.
The performing arts and live events industry have been hit particularly hard by the restrictions on mass gatherings. I expect to see those restrictions slowly be lifted as general infection and hospitalization rates drop. However, the collective damage to our industry and patrons has already been done. The concept of or the fear of more shutdowns will play on everyone’s minds. Then there is the personal tolerance for risk. Some people are undaunted and just want to get out there, others are going to wait and see how others are doing, and then some will simply avoid gathering for a long time.
This new normal means that the performing arts need to adapt and meet our changed business and patron’s expectations.
- We will need to be more lenient with our cancellation and ticket return policies
- We will have to build in more resilience to our financial modeling to account for a higher risk of shutdown
- We will have to find ways to blend the experiences of the exuberant patrons with those that are more hesitant.
Knowing your audience’s needs and expectations on an individual level will be more important than ever before.
Therefore, now is the time to invest in strategic planning, audience development, and the honing of your marketing messages.
You are likely past the panic point of transforming your organization, figuring out how to survive, and you are now in the waiting phase. Use this time to invest in your sustainability. Figure out how to develop a more resilient financial model. Consider the various expectations, fears, and wants of your old and new audiences. And figure out how to communicate that you are sustainable, you care, you understand, and why people should trust you to take care of them when you provide an exceptional experience.
The thought of spending limited resources on strategic planning right now seems counterintuitive or downright foolish when you are just trying to survive but investing now will allow you to launch into the new world with confidence and precision. Many will wait to see how the others are doing, but you could be that organization that is exuberant and ready to celebrate the rebirth of live events with your patrons, new and old.
Your audience is ready to come out and play, are you ready to give them an experience worthy of their expectations?
