Are most people likely to revisit your cultural organization every year? No. But they may be far from lost audiences.
We at IMPACTS often encounter a myth among cultural executives: That audience retention means that people come back every year… and if they’re not coming annually, then you aren’t retaining them as visitors. As it turns out, this is a high bar – and one that does not line up with actual visitor behavior. Museums have members and performing arts organizations have subscribers who may visit specific organizations more than once per year. In reality, most people who visit...Never miss the latest read on industry data and analysis.
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