It’s a Vibe: Marketing the Arts to Millennials and Gen Z

Most theaters and symphonies know the numbers. Their audiences skew older, often 65 and up. So how do you get younger people to put down their phones and come to a show? It starts with rethinking what you’re actually selling.

Join Jesse GrothOlson, Director of Marketing at A.D. Players Theater, and Natalie Cheshier, a marketing consultant who manages campaigns for multiple symphony orchestras, for a candid conversation about what’s working right now. Natalie will share how a classic horror film with a live score drew nearly 500 people, many in costume. Jesse will talk about geofencing comedy clubs to fill seats and why he started marketing values instead of shows. Both will share the experiments, results, and lessons behind their approach.

You’ll learn how to:

• Market the experience and the values behind it, not just the show
• Use geofencing and targeted campaigns to reach niche and younger audiences where they already are
• Lower the barrier to entry with alternative pricing models, free community events, and under-30 offers
• Build cohesive “lore” and creative across email, display ads, and video
• Adjust production timelines so your marketing has the runway it needs

Whether you use Feathr or not, you’ll leave with tactics you can put to work this season.