Customer Centricity Success Stories
What do an opera company, a ballet organization, a university concert series, and a library have in common? They’ve all harnessed the power of customer-centric strategies to redefine their relevance and thrive in today’s rapidly changing cultural landscape.
From Opera Australia’s reimagined marketing campaigns to Princeton University Concerts’ wellness-focused programming, these organizations tackled declining attendance and shifting audience expectations head-on. By stepping into their customers’ shoes, they uncovered innovative ways to connect, engage, and create memorable experiences.
Let’s dive into four compelling case studies that showcase how customer centricity can turn seemingly insurmountable challenges into remarkable successes. These stories will inspire arts leaders to rethink what it means to truly serve their audiences.
Case Study: Opera Australia
Background
Opera Australia faced a familiar challenge: how to sell a product perceived by many as irrelevant, inaccessible, and expensive. Historically, the organization relied on marketing titles, composers, and artists to attract ticket buyers, but this approach no longer resonated in a world where 70% of younger audiences couldn’t name an opera. Compounding the issue, core audiences were shrinking, and streaming platforms offered free access to high-quality opera performances, reducing the urgency to attend live events.
The Challenge
To remain sustainable, Opera Australia needed to expand beyond its core audience of opera lovers, who made up just 20% of ticket buyers. This required understanding and addressing the motivations of two other significant groups: socially driven patrons and tourists. Both segments valued opera less for its artistic merits and more for its ability to provide shared experiences or iconic cultural moments.
The Solution
Opera Australia pivoted to a customer-centric marketing strategy built around audience motivations. Research revealed that many attendees weren’t drawn to the art form itself but to the relational and experiential benefits it provided. Guided by these insights, the organization embraced four new strategies.
First, marketing shifted from highlighting artistic features to emphasizing benefits like creating memorable moments, celebrating milestones, and fostering connection. For instance, campaigns marketed opera as a romantic date option or a meaningful gift, resonating with socially motivated audiences.
Second, partnerships with the tourism industry became a cornerstone of their approach. Translating marketing materials and collaborating with travel agents helped position opera as a must-see Sydney experience for international visitors.
Third, Opera Australia diversified its distribution channels, leveraging platforms like Groupon and Expedia to reach audiences actively searching for experiences.
Finally, they enhanced the customer experience, introducing features such as pre-performance dinners, themed intervals with complimentary refreshments, and exclusive backstage access. These efforts aimed to make attending the opera an unforgettable event.
The Results
Over eight years, Opera Australia increased attendance in Sydney by 28%, demonstrating the power of audience-focused strategies. Furthermore, it became the only major, year-round opera company to generate more than 50% of its income from ticket sales, a testament to its ability to attract paying patrons in a competitive landscape.
Key Takeaways
Opera Australia’s journey underscores the importance of understanding audience motivations and designing marketing strategies that address them. By rethinking its approach, the organization not only grew its audience but also diversified its revenue streams, setting a model for arts organizations worldwide.
Source: culturehive.co.uk/resources/georgia-rivers-marketing-beyond-your-core-audience/
Case Study: Ballet Austin
Background
Ballet Austin, founded in 1956, is renowned for its mission of providing innovation and excellence in performance and education. In 2007, they moved into a new home with eight studios, doubling their original space, which required the exploration of new revenue streams to sustain operations.
The Challenge
The expanded facilities left Ballet Austin with off-hours during which their studios were underutilized. They needed to find a way to generate revenue to offset the costs of the new space.
The Solution
Ballet Austin experimented with offering adult dance classes during off-hours, which quickly sold out. Based on this success, they expanded their class offerings to include ballet, barre, tap, hip- hop, and Pilates. Currently, they host 60 adult dance and fitness classes per week, attracting over 12,000 adults annually. Recognizing a community need for well-being, they further developed initiatives like Pink Pilates for breast cancer survivors, monthly food drives, and B-Well, an online well-being toolkit. This focus on well-being prompted a mission update to include fostering health and well-being through dance.
The Results
This strategic pivot created a virtuous circle, combining both social and economic value. By aligning their offerings with the well-being needs of their community, Ballet Austin achieved the highest revenue and attendance in their 65-year history. Their emphasis on health and well-being has become central to their identity, solidifying their role as both a cultural and wellness resource.
Source: “Be Well”, a keynote address given by Tessitura Network’s Andrew Recinos. Watch here.
Case Study: Princeton University Concerts
Background
Princeton University Concerts (PUC) has a longstanding tradition of bringing classical music to diverse audiences. However, the challenges posed by the pandemic led PUC to rethink the conventional concert model, recognizing that post-pandemic audiences had evolving needs.
The Challenge
The pandemic underscored the need for PUC to adapt as audiences sought experiences that resonated more personally with their lives. Returning to “business as usual” wasn’t feasible for sustaining relevance or appeal, especially with younger and more diverse audiences.
The Solution
PUC adopted a customer-centric approach, creating new programs that addressed the emerging desires of their audience:
Music & Meditation Series: This program integrated classical music with meditation, catering to the growing wellness trend. Held at convenient times, it attracted both regular concertgoers and individuals seeking calm moments.
Healing with Music: A response to the pandemic’s impact, this series combined performances with personal stories, offering an emotionally resonant experience. Cellist Joshua Roman, who shared his journey with long COVID, exemplified the blend of music and healing.
DoReMeet Social Events: Addressing the isolation some concertgoers felt, PUC introduced speed dating and social events before concerts, fostering a sense of community and allowing attendees to connect over a shared love of music.
The Results
These customer-centric programs broadened PUC’s appeal and deepened engagement. The Music & Meditation series attracted diverse participants, while Healing with Music offered a space for emotional and cultural connection. DoReMeet also succeeded in bringing in younger audiences and fostering a community feel, enhancing PUC’s reach and relevance.
Key Takeaways
PUC’s approach demonstrates the power of aligning with contemporary audience needs. By integrating elements of wellness, mental health, and social connection, PUC expanded its demographic reach and fostered deeper community bonds, offering a model for arts organizations aiming to adapt to a modern audience.
Source: Leading the Way with Jill S. Robinson (TRG Arts) Episode 10: New Models for Connection in Classical Music with Marna Seltzer and Dasha Koltunyuk. Listen here.
Case Study: Calgary Public Library
Background
Founded in 1912, Calgary Public Library (CPL) has long served as a vital community resource. In 2016, CPL shifted focus from traditional library services to creating an inclusive, dynamic space for learning, creativity, and community engagement, aiming to attract a broader audience, especially families and children.
The Challenge
Traditional libraries are often seen as quiet, transactional spaces dedicated to lending books. This model limited CPL’s appeal to diverse demographics, particularly younger audiences and families seeking interactive, community-centered experiences. CPL needed to modernize to remain relevant in a digital era and meet the needs of a rapidly growing, diverse population.
The Solution
CPL transformed its largest location with interactive, family-friendly attractions, most notably by installing a decommissioned fire truck, Engine 23, as a hands-on playscape for children. This installation symbolized CPL’s broader goal of creating a vibrant, welcoming community hub. Beyond the fire truck, CPL expanded its services to include digital resources, meeting spaces, and educational programs, meeting a variety of community needs.
The Results
The transformation attracted over a million visitors in Engine 23's first seven months, reframing the library as a lively, inclusive space. In 2023, CPL served 6.7 million visitors, a 26% increase from 2013. They circulated 7 million items, and added 150,000 new members—a record-breaking increase. CPL’s 90 meeting rooms, booked 84,000 times that year, reinforced its role as a multi-use community space.
Key Takeaways
CPL’s reinvention as a community hub illustrates the potential for traditional institutions to expand their role by embracing inclusivity, interactivity, and community-focused services. CPL’s success in attracting diverse audiences, especially families and newcomers, demonstrates a scalable model for libraries and similar cultural institutions seeking to stay relevant in a changing world.
Sources: The Audacity of Relevance by Alex Sarian and https://livewirecalgary.com/2024/01/14/calgary-public-library-2023-attendance-circulation/
Conclusion: Putting the Audience First
These stories from arts and culture organizations around the world demonstrate the transformative power of audience-focused strategies. By prioritizing the needs and motivations of their communities, these organizations expanded their reach, deepened their impact, and secured their future.
For arts organizations striving to navigate change and remain relevant, these examples illustrate the importance of aligning offerings with what audiences value most.
Go forth and do likewise.
