Is egocentric marketing driving away your potential patrons?
Get your customer centricity score and uncover key shifts for moving beyond a product-centric mindset. Start filling those empty seats.
Traditional arts marketing doesn’t work in today’s dramatically changed world.
Ditch the outdated product-centric approach and unlock the power of a customer-centric framework that has sparked rapid growth in multiple sectors across the globe.
It’s the foundation for an empathetic approach that resonates deeply with today’s consumer.
Stop touting your product and its features. Wrap your value proposition around what consumers are seeking, and start refilling those seats.
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"Ruth has an extraordinary vision for arts marketing, and the arts sector needs it now."
—Mark Schaefer, Author of Marketing Rebellion and Belonging to the Brand
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"For any org wanting to center their customer and community, Ruth's thinking on this topic is hands down the best I've ever seen."
—Aubrey Bergauer, Changing the Narrative
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"This may well be the salvation that audience-hungry arts marketers are searching for."
—Trevor O’Donnell, Author of Marketing the Arts to Death
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“Ruth is a champion for your patrons. She sets aside all of the expertise and just asks one simple question: What matters to your customers? It's revolutionary.”
—Sean Kelly, Founder, Vatic
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"...an incredible thought leader. Ruth's insight is what we need to hear as a sector right now. "
—Sarah Weber, Executive Director, Association of California Symphony Orchestras
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"So grateful that Ruth is not only putting the Jobs to Be Done framework out there, but also providing illustrations on how to enact it."
—Timothy Myers, Music Director, Austin Opera and Music Director, Spoleto Festival USA
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"Ruth ignited our marketing, development, programming and venue hire teams with excellent, tangible recommendations that will now play a critical role in the important work that defines Melbourne Recital Centre’s next chapter."
—Latoyah Forsyth, Head of Marketing and Visitor Experience, Melbourne Recital Centre
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“The room was vibrating during Ruth’s Chorus America plenary...lightbulbs were going off, pens were furiously writing.”
—Alex Gartner, Artistic & Executive Director, Pensacola Children’s Chorus
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"If you don't yet follow Ruth Hartt, drop everything and follow. A superhero in all things marketing and perspectives!"
—Holly Mulcahy, Concertmaster, Wichita Symphony and founder, Arts Capacty
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“Thank you for delivering two remarkable presentations. Your work is transformative!”
—Kevin Eberle-Noel, Executive Director, Redlands Symphony
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"Your presentation was truly exceptional."
—Donny Thompson, Executive director, Jazz Outreach Initiative
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“Ruth is a breath of fresh air. She cuts through traditional jargon and bias to focus on solid, practical solutions. Her commitment to a patron-first approach empowers managers across all departments to drive real results.”
—Drew McManus, CEO, UpStage Technologies
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"Ruth was an amazing speaker and was incredibly well received."
—Maggie Plaster, Director of Parks, Recreation, & Cultural Affairs, City of Las Vegas
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"You were spectacular and opened up a host of necessary questions with which we need to grapple. It was a terrific session."
—Nick Adams, Executive Director, Cantata Singers
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“This is one of the most, if not the most, important presentations in my life. Thank you from the bottom of my heart.”
—Thomas Cooke, President, Voce
Relevance Strategist. Customer Champion.
With one foot in the arts sector and the other in the world of business and innovation, Ruth Hartt is leading the charge to rebuild cultural audiences through the power of customer-centric marketing.
A former opera singer, Ruth brings a deep expertise in customer-centric frameworks and business innovation from seven years with the Clayton Christensen Institute for Disruptive Innovation.
A wake-up call for arts leaders
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Between 1982 and 2022, U.S. opera audiences plummeted 77%.
Source: National Endowment for the Arts
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Between 1982 and 2022, U.S. classical music audiences declined by 65%.
Source: National Endowment for the Arts
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Between 1982 and 2022, U.S. theater audiences dropped 62%.
Source: National Endowment for the Arts
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Between 1982 and 2022, U.S. ballet audiences dropped 52%.
Source: National Endowment for the Arts
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More than 48% of U.S. consumers don't feel welcome in the classical music world.
Source: IMPACTS Experience
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The negative substitution rate in the performance- based sector is 0.904. That’s a 9.6% annual reduction in this sector.
Source: IMPACTS Experience
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The negative substitution rate for the exhibit- based sector is 0.968. That’s a 3.2% annual reduction in this sector.
Source: IMPACTS Experience
Swipe for your new secret weapons:
High-impact, time-saving tools to boost revenue and relevance
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Customer Centricity Assessment
Is egocentric marketing driving away your potential patrons? Get your customer centricity score and uncover key shifts for moving beyond a product-centric mindset.
Free Resource
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Customer-Centric Marketing Checklist
Explore 18 easy and actionable recommendations for a more relevant, relatable approach to arts marketing.
Free Resource
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The Marketing Funnel Webinar
Get clear on the customer journey and how it informs effective marketing strategy.
Free Resource
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Forward Factor
Is your arts organization ready for change? Find out with this quick assessment. Get your change readiness score and discover what change of pace is right for your organization.
Free Resource
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100 Prompts
100+ plug-and-play strategies to help you craft outcome-focused, relevant marketing that speaks to a broader audience. See what customer centricity looks like here.
Price: $19
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Arts Marketing Hall of Fame
Your arts marketing think tank. Join 400+ arts leaders around the world getting a daily curation of outstanding arts marketing + monthly masterclasses.
Starts at $4.17/month
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Warning Signs: Audience Trends 1982-2022
Show your team this report outlining 40 years of audience declines, and spark the motivation to embrace a bold new direction.
Sourced from 4 decades of National Endowment for the Arts data
Price: $24
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Audience Unlocked
Your instant-access, full-scope market analysis, Audience Unlocked is packed with data-driven insights customized for your organization. Discover seven high-potential markets to unlock new growth, with tailored projections for your region.
Price: $399
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The High-Impact Homepage
Ditch the events calendar. Create a homepage that showcases your unique value proposition using this customizable Canva template—and starting showing newcomers just how relevant you are!
Price: $39
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Patron Survey Template
Standard surveys often miss the mark, asking the wrong questions and gathering surface-level data.
Use this customizable Jotform template to dig deeper for maximum impact.
Price: $19
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Vital Signs
Your audience health monitor
How urgently is change needed at your organization? Calculate your annual reduction rate and compound annual growth rate. Benchmark your org against the industry and forecast your audience size 10 years into the future.
Free Resource
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Audience Alchemy: The Online Course
Discover proven customer-centric strategies that drive engagement and fill seats. This six-week self-paced course offers actionable insights, customized tools, and a clear framework to help arts leaders achieve meaningful, lasting growth. Plus a cohort of likeminded peers for support and inspiration.
Starts at $564
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Bespoke Workshop
Align your team on the urgency for change and the power of customer centricity. Designed to deliver immediate value, these sessions are perfect for organizations seeking impactful, results-driven learning without a long-term commitment.
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Audience Alchemy: A Strategic Partnership
A guided transformation to customer centricity, equipping your organization with customized, actionable strategies to engage audiences and drive growth.
