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.
Great point, Jim. As you suggest, "churn" implies that you have a continuing and consistent product or service over time (that's certainly how the term is used in software subscription businesses). But a series of arts experiences is often NOT that. I've always admired arts marketers who find ways to sell both the individual show/event and the journey of the full season or even the entire arc of the organization's creative life.
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.
Great point, Jim. As you suggest, "churn" implies that you have a continuing and consistent product or service over time (that's certainly how the term is used in software subscription businesses). But a series of arts experiences is often NOT that. I've always admired arts marketers who find ways to sell both the individual show/event and the journey of the full season or even the entire arc of the organization's creative life.