Hospitality, AI, and the Future of Arts Marketing: Reflections from CI’s Digital Marketing Boot Camp

Capacity always plans practical, data-packed, and inspirational talks, and this year, speakers made one thing very clear: 2024 is a pivotal moment for arts marketing.

Consumer behavior has fundamentally changed since COVID, and AI is offering new ways to reach and engage potential patrons. Whether it’s how people discover performances, workshops, and experiences, or how (and when) they make decisions about what events they attend, or what they expect once they arrive… audience expectations have shifted, and it’s up to organizations to catch up.

Success in this new environment requires:

• Being more responsive to changing search behaviors
• Letting go of full control over how your assets are presented across platforms
• Personalizing experiences while maintaining authenticity
• Better communications between departments to create better guest experiences

But what struck me most about the conference was the emphasis on both innovation and humanity. Yes, we need to adapt to new technologies and changing consumer behaviors. But at its core, arts marketing is still about connecting people with transformative experiences.

The organizations that will thrive are those that can balance these elements:

• Technical sophistication with authentic connection
• Data-driven decisions with community-centered experiences
• Efficient systems with personalized attention
• Dedicated governance with operational excellence
• Innovation and experimentation with proven best practices

There’s nobility in service – both in hospitality and in the arts. As we navigate this inflection point in arts marketing, let’s remember that our ultimate goal is to connect people with transformative experiences that enrich their lives and strengthen our communities.

Here are some of my notes and takeaways from the conference (and what they could mean for your arts organization).

The New Consumer Journey

Remember when people would get your season brochure in the mail, and call the box office to buy tickets? Those days have been long gone, but this year’s conference emphasized the importance of considering arts patrons’ long and varied journeys across multiple platforms before choosing where to spend their time and money. Some eye-opening facts:

• More than 50% of consumers reference 5+ resources before making a purchase
• Over 15% of daily Google searches have never been searched before
• Ticket buyers are now using multiple platforms (including social media) as search engines
• Content is being consumed in all formats across platforms – video, images, text, audio
• Two-thirds of consumers expect personalized experiences

What this means: Every touchpoint matters, and consistency across platforms is crucial. It’s past time to think about matching your content to specific points in the consumer journey.

Embracing Hospitality in the Arts

Two of the most powerful sessions in the conference focused on hospitality in the arts — how we can encourage repeat visits and warm word-of-mouth referrals by making each experience exceptional. Lindsey Peckham (hospitality expert and former Director of Guest Relations of Eleven Madison Park broke it down into three rules:

1. Be present
2. Don’t take yourself too seriously
3. One size fits one

This framework isn’t just about being friendly – it’s about systematic, intentional hospitality. Arts organizations can inject more personalized and delightful customer service by:

• Mapping out the patron experience with the organization, point by point
• Looking for patterns in terms of recurring moments and potential touchpoints
• Considering all perspectives (front-of-house staff, box office, ushers, etc.)
• Breaking down the invisible line between stage and audience

Ballet Austin Executive Director Cookie Ruiz shared how they considered everything from traffic updates via text message on day-of show to information stations that engage different types of learners and connectors in their lobby when they set out to improve the patron experience. 

There are so many practical things you can do to increase enjoyment on site or in digital communications — consider what people may be curious about, where you can reduce friction, and how you can individualize their time with you. Better hospitality means higher retention of donors and ticket buyers.

Understanding Your Audience’s Connection Style

Different people connect with the arts in different ways. Your audience might be:

• Intellectual connectors (seeking understanding and context)
• Social connectors (looking for shared experiences)
• Kinesthetic connectors (wanting physical or emotional engagement)

The key is to create experiences and communications that speak to all of these connection styles.

Take the team at Ballet Austin, for example. They set up a variety of experiences for folks in their lobby before performances:

• Exhibits about the work, where intellectual connectors can read and learn about the program
• Stations with opportunities to learn a bit of choreography, for kinesthetic connectors
• Places to enjoy time with loved ones and friends—bar spaces, photo booths, etc.

Repositioning Marketing Departments as Profit Centers

Here’s a mindset shift that resonated with me deeply: Organizations need to reposition their marketing departments as profit centers, not cost centers. This means understanding some key realities about digital marketing in 2024:

• Directors can expect higher CPAs (cost per acquisition) and CPMs (cost per impression) for downfunnel audiences, but remember these audiences also convert at higher rates.
• Don’t be precious about content, especially in paid advertising; AI algorithms now combine various elements of ads (imagery, text, headlines) to find the most effective combinations for users. You’ll have less control over the final presentation, but it will be more impactful
• Focus on measuring and communicating your organization’s impact effectively
• Put resources toward turning new-to-file ticket buyers into return visitors

Video Insights Worth Noting

An interesting data point: Video view rates are highest on development and fundraising campaigns. Why? Because you’re reaching people who are already invested in your organization. This suggests opportunities for:

• Using video more strategically in donor communications
• Creating content that deepens engagement with existing supporters
• Building on the connection with your most committed audiences

The Community Knows Best

Perhaps the most powerful insight from the conference was this simple truth: “The community will give you the answer.” Visionary arts leader and President of The Reginald F. Lewis Museum of Maryland African American History and Culture Terri Freeman noted this in her fireside chat with Capacity Interactive President Priya Iyer Doshi.

This means:

• Actively listening to constituent needs and desires
• Creating feedback loops in your programming and marketing
• Letting community input guide strategic decisions
• Building systems for ongoing dialogue and response

Want to discuss how these insights might apply to your organization? Let’s talk about how we can help you navigate this evolving landscape while staying true to your mission and values.