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.

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Jun 30, 2023·edited Jun 30, 2023Author

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.

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