The performing arts have always been around the live encounter — that the interaction between actors and audience. As technology has started to infuse virtually every facet of our lives, a growing number of high-end shows are incorporating technological wizardry to amaze and enthrall. I suppose Cirque du Soleil began this tendency decades before, but nearly every commercial series I have attended comprises some effort at a last-minute instant.
Yet another technological aspect of the last event is playing itself out in a very different arena, and I mean that literally — that the stadium. In sport, they refer to it because the “fan experience”– and also the new stadiums which are being constructed around the world are increasingly trying to use the construction itself to enhance the patron encounter. This report, ,”from the Guardian does a wonderful job of describing what architects and architects have in store for sport fans. Make Sure to watch the movie of this new Falcons stadium in Atlanta.
Should you follow the cash, you’ll quickly recognize that because sports creates so much cash, the venues are expendable — every couple decades they knock them down and start over. And if you wish to see how another industry is taking the live experience to an wonderful new location, read this post on how Disney is producing an where every guest receives a narrative.
From the arts, we all don’t have that luxury. We are often performing in places that haven’t (and cannot) change. Or venues which have been restored, in which the whole purpose is reimagining the past.
In a world in which $100 buys you a ticket for an incredible sports adventure — not merely the sport, but also the total experience beyond the sport itself — how do the arts accommodate and embrace?
Clearly, the “patron encounter” must take its rightful place along with the programming of your own organization. It is not good enough to put on a blockbuster concert or show. You are going to be judged on the entire experience, from the minute patrons purchase their tickets into daily and months after the series.
What are the things that your company can do creatively? Selfie booth in the lobby? Post-concert pop-up wine bar? Post-performance meet-and-greet using all the throw in the lobby? I’m confident that you can do better!
I have been writing about constructing one-way relationships with your patrons, and now it seems the bar has been set higher. This “adventure” seems like the essence of the potential of all live entertainment, sports, arts, or anything has not been devised yet.
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