7 essential elements of meaningful community

Imagine being able to invigorate and expand your customer base while simultaneously having a profound impact on the health and wellbeing of the people you serve. This is the extraordinary value of building community.

In part one of this series, we explored how arts organizations who build community around their work can increase their relevance and move closer to long-term sustainability. In short, prioritizing unchanging customer needs—such as the universal need for connection—can help organizations weather external disruptions while staying true to their mission.

Community building is a worthwhile endeavor for any arts organization, but it requires a deliberate, strategic approach. In an era marked by increasing consumer skepticism, today’s customers demand authenticity and genuine engagement. Blithely proclaiming your organization a “community!” without concrete action is not only ineffective but also risks alienating audiences.

Don’t make the mistake of assuming that your audience represents true community. Here’s how Charles Vogl explained it to me:

“The first thing important to distinguish is the difference between a community (people with mutual concern for welfare of one another) and an audience (who may simply share interest and attention focus).  When we apply community expectations to audiences, obviously we get disappointed... Audiences overwhelmingly seek and are satisfied with transactional relationships (e.g. money for access and an experience).  Communities are never satisfied with only transactional relationships.”   

Vogl’s explanation points to the need to create a specific community within your audience, which all audience members are welcome to join.

Let’s explore the seven building blocks, outlined in his book, The Art of Community, that can help arts organizations foster a true community. These elements, if properly implemented, work together to create a powerful emotional connection between consumer and brand.

The Temple Principle

To launch a community, you must designate a space where your community will gather. The goal is to craft an environment that connects patrons not only to the art, but also to each other, fostering a sense of belonging that transcends the stage.

For many organizations their “temple”, or community hub, might be their performance or exhibit space. There are also, of course, a number of digital options that provide for connection during times when you’re not meeting in person: a Facebook group, a Slack channel, a LinkedIn group, Mighty Networks, and of course Zoom.

But don’t discount your office space, which can also be a strategic resource for community building. Consider how the for-profit company Expensify recently invited its customers to stop by their offices whenever they’re in the neighborhood. This move wasn’t an upsell, but rather an invitation to cultivate a sense of belonging while indulging in “fabulous…drinks…and astonishing views.” They transformed their headquarters into a luxury lounge and co-working space—including a bartender-concierge—where their customers could hang out during office hours.

The Boundary Principle 

Next, says Vogl, you must determine a boundary—a line separating community members from those not yet part of the group. Why? When individuals meet a criteria for membership and cross a boundary to join a community, it provides an immediate sense of belonging and shared identity. 

For an arts organization, a boundary into their community might be simply asking the audience member to share their email address with the organization, so that they stay more easily connected to the community. Alternatively, it could be a membership fee or attendance at a meeting for new members.

Note: Establishing a community boundary that distinguishes between Insiders and Outsiders while working to cultivate an inclusive environment is a sticky subject in this sector. As Priya Parker writes in The Art of Gathering, traditions and rituals that once served as boundaries can become a handicap, creating barriers that discourage certain populations from engaging. 

Nina Simon calls this threshold fear—the anxiety or apprehension that individuals may experience when crossing the physical or metaphorical threshold of an institution, especially if they perceive it as unfamiliar, unwelcoming, or intimidating. It's the fear of not knowing what to expect, how to behave, or whether one will fit in.

When organizations adapt their traditions to be more inclusive, they can reduce this threshold fear. By explicitly communicating welcoming and inclusive policies, clearly outlining expectations for patron behavior, and illuminating what to expect for an upcoming event, organizations can help individuals feel more at ease when crossing the threshold.

It’s essential to carefully guide newcomers over the sometimes off-putting boundary of tradition, providing ways to explore the community before asking them to become a member or purchase a ticket. They will need help feeling comfortable in your world, understanding how to engage, and how to connect.

The New Bedford Symphony Orchestra provides a beautiful example of welcoming new audiences into their community. They provide a gradual, guided pathway over the threshold into their world for new audiences, helping them feel welcome, comfortable, and included:

First, the NBSO leaves their own temple (concert hall), and crosses the boundary into a new community such as a local school. After providing a thoughtful and deeply meaningful experience in that community, the NBSO invites these parents and their children to a series of specially tailored, free events at their concert hall. 

One outstanding example is their “Musical Maze” event. Held on a Sunday afternoon at the concert hall, it is designed to encourage families to explore various parts of the theater and feel at ease within its premises. The goal is to engage participants in an exciting quest where they discover hidden letters scattered throughout the theater to form a mystery word. These hidden letters are strategically placed on the stage, in the hall, and across different locations within the theater. The event features musicians who interact with the families and provide live performances. Children even have the unique opportunity to onto stage and dance, making their first-time experience at the theater truly memorable.

The unexpected beauty of this event, says Director of Education Terry Wolkowicz, is that it also provided an opportunity for this particular target audience—families—to foster connections among themselves. And allowing them to explore areas of the theater typically off-limits during regular performances helped them feel like they were part of something special designed exclusively for their school community.

Following this series of exclusive, tailored events, the orchestra extends a generous invitation, offering this group free tickets to a broader public concert such as the holiday pops. This approach alleviates the pressure often associated with attending classical performances, eases threshold fear, and cultivates a sense of belonging and welcome.

The NBSO’s approach serves as a shining example of helping potential patrons explore their community at their own pace, fostering trust, inclusivity, and connection every step of the way.

The Initiation Principle 

Another important part of an authentic community is the activity that marks the entrance of a new member. The initiation is a welcome routine that helps the new member feel seen, understood, and welcomed; encouraging them to get involved. It sparks connection by providing ways for other members to reach out and find commonalities.

For arts organizations, prioritizing personalization and exceptional service during customer onboarding can set the stage for a deep and enduring connection.

Ballet Austin has carefully refined their initiation process for new visitors, as executive director Cookie Ruiz describes in a recent Capacity Interactive podcast episode, with a personalized onboarding process aimed at fostering a deep connection:

When a consumer purchases a ticket, they receive a warm, personalized video message from the front-of-house leader, introducing herself and expressing excitement about their upcoming visit. This message extends a personal invitation to visit the Welcome Center upon arrival, where they'll receive a gift, a map, and friendly assistance.

Ballet Austin’s ticket scanners emit a welcoming doorbell tone when a first-time patron arrives. This cue signals the trained staff to extend a warm welcome and offer assistance. Each team member knows how to adapt their support based on the visitor's arrival time, ensuring a tailored experience. Additionally, they provide color-coded maps specific to each production, highlighting key points of interest. 

This approach isn't just about goodwill; it's backed by data. Colleen Dilenschneider's research shows that putting in the extra effort to create thoughtful onsite initiatives that make people feel welcome is just a smart business decision.

“Prioritizing positive and personalized interactions with staff members and volunteers is one of the most reliable ways to increase visitor satisfaction...Simply put, being perceived as welcoming fundamentally changes a person’s value perception related to the organization.”

In fact, writes Dilenschneider, consumers indicate that when they perceive their experience at a cultural institution as welcoming, they would be willing to pay an admission fee higher than what the institution charges.

The Ritual Principle

Rituals are the heartbeat of any community—recurring activities that help add meaning and structure to the group, and allow group members to get to know each other better. These shared experiences foster a sense of belonging and can transform passive patrons into active participants. The most effective rituals engage participants in meaningful (or fun) ways that patrons look forward to every year.

For arts organizations, rituals might look like pre-performance discussions, intermission cocktails, or throwing roses at the stage after an outstanding performance. But they can also look like candlelight holiday concerts, workshops, book clubs, informal gatherings at local restaurants, or even just post-concert icecream.

Holly Mulcahy, Audience Engagement Partner at the Wichita Symphony Orchestra, recently asked a local mixologist to develop a cocktail based on a composition that will be performed at the WSO. By incorporating elements beyond the musical performance itself, this strategy creates an opportunity for attendees to engage in conversations that extend beyond the concert hall.

The cocktail becomes a conversation piece, sparking curiosity and intrigue among patrons as they gather to connect after the concerts. It serves as a shared experience that encourages interaction, allowing attendees to bond over their appreciation for both the music and the creative interpretation captured in the cocktail.

Plus, this blending of art forms creates a multi-sensory experience, deepening the connection between the audience and the orchestra while fostering a sense of community among concert-goers. It provides a unique avenue for individuals to explore their personal interpretations and emotions evoked by the music, strengthening their engagement with the orchestra and enhancing their overall concert experience.

Other examples of rituals in the cultural sector include the Met Opera’s opening night gala, a signature fundraiser such as the Westmoreland Symphony’s annual Hat Luncheon, or the ubiquitous Santa visit at the Boston Pops holiday concert.

The Stories Principle 

Sharing stories helps to deepen connection inside a community. Origin stories are particularly powerful, says Vogl. Community leaders should find a way to share the origin story about the community was formed—outlining who, why, and how they serve. But highlighting the community’s shared values through storytelling is also incredibly powerful. When communities create space for their members to be vulnerable and share their personal stories, connections grow even deeper. Members feel more seen and understood.

New York’s Metropolitan Museum of Art has implemented programs that invite community members to share their personal stories related to the museum's collection, aiming to give voice to diverse perspectives and experiences. Participants are encouraged to share their interpretations, memories, and emotional connections, offering unique perspectives that go beyond the traditional art historical context.

The Met embraces digital platforms to amplify these stories. They are shared on The Met's website and social media channels, creating a space for community members to contribute their personal experiences to the larger museum conversation. This work fosters a sense of ownership and connection between the artwork and the people who engage with it. It adds a layer of personal meaning to the museum experience, while allowing community voices to be heard and valued.

The Symbols Principle 

Communities often use symbols to express their identity and shared values. These symbols can take various forms, and they serve as powerful tools for reinforcing the sense of belonging and unity within a community. 

The power of a symbol is that it can communicate complex ideas and emotions in a simple and memorable way, allowing community members to identify with the group and its core principles. In essence, symbols become a shorthand for the community's identity, helping to strengthen connections among its members.

In some churches, members wear official nametags that serve to more easily identify and connect them with others. Similarly, at conferences, attendees often wear ribbons on their nametags to convey various aspects of their professional background or interests. These ribbons serve as symbolic markers that help participants quickly recognize commonalities and initiate conversations. 

This practice enhances networking and community-building efforts by making it easier for individuals to connect with like-minded peers and strike up meaningful conversations during the event—and it may be worthwhile for arts organizations to explore.

The initiation ritual is a great time to bestow a symbol to a new member. This doesn’t have to be an expensive gesture; a simple bumper sticker, tote bag, or magnet can serve as a meaningful token or reminder of their connection to the community.

Arts organizations can also implement the Symbols Principle by offering symbols of appreciation and recognition for patron loyalty. Whether it’s a special lapel pin, or branded swag, these symbols express gratitude and build a deeper sense of connection. These tangible symbols reinforce the idea that patrons are not just spectators but integral members of the arts community.

The Inner Rings Principle 

Vogl’s Inner Rings principle acknowledges that people often instinctively seek to belong to more exclusive circles, and focuses on creating opportunities for community members to feel a deeper connection and commitment.

Arts organizations can harness this desire by providing their patrons a path for growth, with opportunities to lead and contribute to the community's success. This may include opportunities to volunteer, serve on the board, or provide feedback in a focus group or survey—all of which create a sense of ownership and collaboration. The more engaged patrons become, the more they invest emotionally and personally in the arts organization and its mission.

Other examples include membership tiers, donor circles, offering VIP experiences for highly engaged patrons, volunteers, or donors, and a loyalty points system—where community members earn points for attending events, volunteering, or referring friends, unlocking special rewards, recognition, or access to exclusive events.

Of course, while Inner Rings can deepen engagement for some members, it's equally important to maintain a welcoming and inclusive atmosphere for all community members—to provide opportunities for expanding engagement that don’t require financial contributions, and that encourage the engagement of people of all cultures.

Nina Simon emphasizes the significance of Community Advisory Boards (CABs) in fostering community engagement within cultural institutions. These advisory boards consist of diverse community representatives who actively contribute to decision-making processes and dialogue between the institution and the community it serves. Nina stresses that CABs should genuinely empower community members, ensuring their voices are heard and their recommendations influence the institution's policies and programs. 

CABs can be instrumental in co-creating exhibitions, addressing accessibility and inclusion barriers, evaluating program impacts, and advocating for the institution within their communities. The overarching goal is to create more inclusive, responsive, and community-centered cultural organizations that prioritize the diverse needs and perspectives of their constituents.

Conclusion

In Vogl's seven community-building principles, we find a roadmap for arts organizations seeking to nurture a customer-centric culture. By crafting spaces of connection, balancing inclusivity and exclusivity, offering warm initiation, creating shared experiences, weaving resonant narratives, offering symbols of belonging, and inspiring deeper engagement, arts organizations can build a truly meaningful community. 

These principles help transform passive patrons into loyal community members who feel a profound sense of belonging. In the process, arts organizations not only address the crisis of belonging but also lay the foundation for a vibrant, sustainable future where the arts thrive in the hearts of their communities.