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The Future of Live Events

January 2025

This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.

What are the current trends of live events? What are organizations doing to successfully attract more and new audiences? These questions, posed by an ABA member, led ABA to conduct a comprehensive study through desk research and 12 interviews with arts organizations that regularly host live events

Key findings include:

  • Audiences Are More Selective but Willing to Spend on Exceptional Experiences: People are attending fewer events but prioritizing “bucket list” experiences. Once committed, they are willing to spend on tickets, retail, food, and premium add-ons, etc. provided they see clear value.

  • Value for Money Is Critical: Attendees expect a high-quality core event and a seamless end-to-end experience. From logistics to premium options and unique offerings, every aspect must justify the cost.

  • The Full Experience Matters, From Start to Finish: A great event is not just about the core offering, it is about the entire journey. Ticketing, accessibility, food, social opportunities, and enhancements must be thoughtfully curated to create a memorable and hassle-free experience.

  • Successful Live Events Keep Evolving and feel fresh: The most successful events continuously reinvent themselves, offering fresh experiences year after year. These create buzz and adapt to changing audience expectations, maintaining excitement and engagement.

The full report is available to ABA members by clicking below.