Top 5 Trends Shaping How Arts Organizations Engage Patrons in 2025

With each new year, the way arts and culture organizations engage with their patrons is rapidly evolving. To ensure your organization thrives for years to come, it’s crucial to stay on top of the latest trends! From integrating powerful CRM technology to fostering deeper community connections, organizations are finding new creative ways to captivate their audience. Our team of event experts has gathered the top five trends that are currently shaping audience engagement, along with actionable strategies to implement them for your arts organization. 

1. Use Technology for More Personalized Patron Experiences 

People crave genuine connection — and patrons are no exception. Personalizing every aspect of your audience’s interaction with your organization can build stronger connections, making them more likely to attend your events and support your initiatives through donations or memberships. Here’s how you can use technology to make this happen. 

Leverage AI and CRM Tools 

Use a CRM platform (like Leap’s Salesforce-based CRM!) to segment your audience based on their preferences, purchasing history, and level in your patron journey. With this type of technology, you can better tailor your marketing campaigns to specific groups too, like sending different types of pre- and post-show emails to first-time buyers versus long-term subscribers. 

Curate the Experience 

Did you know you can use AI to personalize your messaging based on an individual’s preferences? For instance, rather than sending a general email blast about your next event, AI can help you send stronger emails with recommended events like this one: “Dear Kelly, we noticed you enjoyed our modern ballet performance last fall — don’t miss this season’s contemporary dance showcase next month!” You could also provide other personalized perks, like custom playbills with patrons’ names on them, to help immerse them into the performance.

Enhance Accessibility with Technology 

Accessibility is key to making your performances inclusive to everyone. Use technologies such as hearing loops, assistive listening devices, or live captioning enhance the experience for those needing additional accommodations. On your organization’s mobile app, you could use way-finding technology to navigate your venue or provide disclaimers about any performances (such as the use of strobe lights). You can also make your organization’s website more accessible with ADA-marked seating on your ticketing page, livestreams of your performances that include live-captioning features, and built-in screen readers.

Reward Engagement 

Encourage people to fill out your post-show surveys by rewarding them with a little bonus like a discount on their next ticket purchase. In your survey, ask them what shows they want to see in your next season or what other types of services they’d like you to provide (e.g., child care, assistive devices). You can also grant people exclusive access to behind-the-scenes content or links to your soloists’ performances on streaming platforms to boost engagement before and after your shows.

2. Make Your Performances More Immersive and Interactive  

Today’s audiences, particularly younger patrons, are drawn to experiences that go beyond the traditional sit-and-watch format. Incorporating interactive elements into your performances can drive more engagement and create more memorable experiences. 

Utilize AR/VR Technology 

Imagine attendees using augmented reality (AR) to see a character’s inner world during a performance or experiencing a livestream of your performances from the comfort of their homes. While this might sound futuristic, starting small can still make a big impact. Use pre-show QR codes around your venue or in your playbills to offer a virtual backstage tour or an interactive view of your stage on their phones. 

Add Participatory or Immersive Elements

Design participatory moments within your performances! For instance, allow the audience to vote for the encore or invite a patron on stage to deliver a stellar surprise performance. You could add immersive elements to level up your current show like surrounding instruments with tons of candles at your classical concert, offering champagne and other beverages at your script reading event, or hosting a ballet performance at your gallery. Quick tip: give these ideas a test run at your low-stakes community events before incorporating them into your big shows to fine-tune the results and make sure they’re a hit with your audience. And no need to make it super technically advanced or expensive – little touches can go a long way!

Host a Scavenger Hunt

Go beyond the stage with scavenger hunts to gamify your experiences. Incorporate QR code activations throughout your venue that help patrons learn more about your organization or to scan for a chance to win exciting prizes. You could give clues on where each QR code is located and even offer a premium prize for those who complete the scavenger hunt the fastest. This kind of experiential marketing can also encourage attendees to share their experiences on social media too, amplifying your reach and boosting attendee engagement.

3. Reach Younger Audiences Through Social Media and Influencers 

Younger audiences are essential for the future of arts organizations, and to reach them, you need to meet them where they are — on social media. Platforms like TikTok, Instagram Reels, and YouTube Shorts are powerhouse tools to create a viral buzz and build excitement around your upcoming shows! 

Collaborate with Local Influencers 

Partner with emerging micro-influencers (i.e., public figures with 1,000–10,000 followers) who are passionate about the arts. Their relatability will make your organization more approachable and authentic to your younger patrons, plus they’re much more affordable than influencers with larger followings. Have them share their behind-the-scenes experiences with your organization or offer exclusive discounts to their loyal fanbase to sell more tickets! 

Focus on Short-Form Video Content

Create short-form, vertical video content to best resonate with younger audiences. It’s important to make this content bite-size and super engaging, ideally less than 60 seconds and no more than 1-2 minutes in length. In these videos, you could share behind-the-scenes sneak peeks, quirky Q&As with your staff, funny skits with your cast, or hilarious moments from your rehearsals. These don’t need to be overproduced or super professional — candid, authentic videos perform better than something overly polished! You’ll want to post these on the platforms that your younger audiences will love, including Instagram, TikTok, and YouTube.

Launch Interactive Campaigns 

Create fun and shareable campaigns on social media that show off your organization’s personality, such as recreating famous scenes, performing snippets from your latest show, or doing fun snapshots on your red carpet. Invite attendees to share their favorite performance moments on their social platforms for a chance to win free tickets to your next show. Put together an eye-catching photo booth for patrons to take pictures with (don’t forget to ask them to tag you in their social media posts!). You could even get local businesses to sponsor your photo booth and creatively incorporate their branding into the backdrop.

Showcase Social Proof 

When patrons share their experiences online, reshare and promote their content to showcase the joy your organization brings to their lives. This makes your community trust and engage with your brand even more, while gaining exposure in front of new people who will hopefully come to your next show with their friends!

4. Engage with Your Community in New Ways to Build Loyalty  

Building a strong connection with your local community nurtures an ongoing relationship that goes beyond any one performance. It creates loyal patrons who come back time and time again while encouraging others to join in. 

Bring Your Community Together for Special Events 

Hosting free or pay-what-you-want community events can broaden your reach. Activities like collaborative art-making, local drawing classes, tours, or open mic nights can encourage diverse groups to engage with your space. You could also build partnerships with schools and other local organizations for additional events, or even create an online community space for your most loyal patrons. Want to go a step further? Open your venue up for other groups to rent on your off-nights as well!

Start Targeted Loyalty Programs 

Create memberships tailored to different audience segments, such as family passes or student packages. Reward loyal patrons with perks like a free drink coupon, free ticket voucher, or discounts on tickets after attending a certain amount of shows. As your patrons are incentivized to come more and more, they’ll be more likely to donate to your organization down the road as well.

Celebrate Local Voices 

Collaborate with schools, artists, and nonprofits to share the stage with your community. For example, feature students’ artwork onstage or host performances that spotlight local stories. You could also provide volunteer-led initiatives related to your organization to get people involved who are super passionate about the arts. Your volunteers are some of your biggest advocates, so be sure to give them opportunities to shine!

Express Your Heartfelt Gratitude 

Showcase your most loyal patrons and volunteers through celebrations, shoutouts, or milestone events. For instance, you could recognize the subscribers who’ve been with you the longest at a special ceremony or by standing at the end of the show for the crowd to applaud. Even something as simple as wishing your patrons happy birthday or celebrating the anniversary of their first show (with the help of your CRM!) can go a long way in building trust with your long-time supporters.

5. Inspire Positive Change Through Your Storytelling  

Nowadays, people want institutions to be welcoming, transparent, and authentic in their messaging. Younger generations, in particular, want you to be completely honest with them, especially about what your organization values. With this in mind, use your platform to authentically champion what you value!

Address Pressing Issues Through Art  

Create programs that tackle relevant societal challenges from a unique perspective. This is your opportunity to spark important conversations about the issues that matter most to you and your community. Tell human stories that shed light on the injustices in the world and share from a wide variety of perspectives to unify your community under common values. Not only does this foster thought-provoking engagement, but it also establishes your organization as a force for change.  

Encourage Sustainability Within Your Community  

Small actions, like using compostable cups at concessions or shifting to energy-efficient lighting, make a big difference. Collaborate with other eco-friendly partners like local recycling facilities, green energy providers, or sustainable catering companies to incorporate sustainability into your organization’s operations and programming. Let your patrons know about your sustainable efforts to show that you care about the well-being of your community and share how they can help too.

Make Your Performances More Inclusive

Celebrate the diversity of your community both on and off the stage! Whether it’s through inclusive casting, diverse leadership, or the stories shared on stage, you can make a diverse array of groups in your community feel seen, heard, and represented. You can also offer digital alternatives to your performances, such as live streams and online subscriptions, to make your shows accessible to a wider audience (especially if they’re not wanting to commute as much). You don’t need to be perfect — just be honest, transparent, and authentic in your efforts to build a better tomorrow!

Transform Your Patron Experiences this Year

As these trends demonstrate, engaging new audiences requires a blend of creativity, technology, and community focus. By customizing experiences, offering interactive opportunities, and more, your arts organization can captivate patrons of all generations for years to come!Feeling inspired to take your patron engagement to the next level? Start by integrating these strategies into your programs and see the difference they make. Plus, your arts and culture organization will be empowered to jump on these trends with a powerful patron management solution like Leap Event Technology on your side. Together, we’ll shape the next chapter of the arts!