Oh boy!  I read a blog post this morning that I agreed with for the most part except for a main section.  Trevor O’Donnell, via his Marketing the Arts to Death Blog, chimed in on his thoughts regarding why the San Diego Opera is seeing troubled times and his advice for returning to a better path:

Marketing Advice for a Reanimated San Diego Opera

For the most part, I agree that it is time to change how we are running our arts businesses.  See yesterday’s post.

However, and a big one at that, the following is not good advice:

Speak the Right Language

If survival means selling tickets, talk about selling tickets. Stop talking about “communications,” “audience development,” “public relations,” “outreach,” “new audiences,” or, God forbid, “engagement.” These are diversionary indulgences that nonprofit arts administrators have been using for years to avoid facing the fact that, when you don’t sell tickets, you die. Stay focused exclusively on selling tickets and you’ll be amazed at how many tickets you sell.

(Oh all right, you can do outreach and engagement if you want, but don’t pretend they have anything to do with ticket sales unless you can prove with cold, hard facts that they have something to do with ticket sales.)

Of course I had to comment. I see audience development as a main solution, and simply focusing on ticket sales only would get us into a mess (it already has in many cases).  The proof is in the pudding – examples of artists and organizations that have used audience development correctly and effectively to build healthy and vibrant businesses.  They are surrounded by a community that supports them and their ticket sales, donations, sponsorships, volunteer base have all increased!

I give you my full comment on his post that is awaiting approval:

Yes, you probably knew I would weigh in, Trevor. I agree with you on some of your ideas. However, as you know, just focusing on selling tickets is not the right answer either. You can create a butts in seats mentality, but without forming relationships via audience development, they are not guaranteed to come back. Then you only have the expensive marketing cycle to rely on and a very fickle audience (if you get an audience in the future). Rotational audiences via only focusing on marketing has gotten us into this mess. You need the connections to be the backbone of your organization, period. Without forming these relationships with your stakeholders, which includes your audiences, you might as well be selling toilet paper. The arts are a subjective, emotional business and the management of such a business needs more finesse.

Thank you though for pointing out that the same old is not cutting it, but audience development is a new concept that would be wise to look in to, assuming people begin to understand what it really is and what it can do for the artist/organization.

Marketing is a piece of the puzzle, yet again, it should not be the only focus. It would be dangerous to do so, but I do agree a more educated approach is needed.