There's another aspect of arts experiences that exacerbates churn: Each one is unique.

Those of us who love the arts are attracted by the adventure, the continuum of discovery. But some patrons come for a particular aspect of each experience -- indeed, that's what we've likely highlighted to coax them through the door -- and, having seen such-and-such show or so-and-so's exhibition or the event that celebrated their heritage, are satisfied.

In this, they're like the collector seeking a particular baseball card or toy surprise and buy the packages not for the gum or the crackerjacks, but only until they have found their particular prize.

Expand full comment