Audience Outlook Monitor Deep Dive: "Marketing Hybrid Live/Live-Streamed Seasons"

Hosted by Alan Brown, with special guests:

John O'Dell of the Cleveland Orchestra

Cari Hatcher of Northrop, University of Minnesota

Kory Kelly of Pasadena Playhouse

As venue capacity restrictions begin to lift in certain areas of the country, some arts organizations will be able to accommodate small numbers of patrons back into their halls, while other patrons can participate via live stream. The Audience Outlook Monitor research suggests a healthy level of demand for digital programming, both as a stopgap approach during the Covid-19 pandemic, and as a more permanent option. Discussion will focus on emerging strategies in marketing “hybrid” seasons, touching on issues of product positioning (live vs. digital), seat access policies, pricing approaches, marketing challenges associated with technology platforms, etc. Join us for this 60-minute deep-dive discussion about this new frontier of marketing and patron engagement.