Arts as the Ultimate Third Place

Search Trends

Data source: Google Trends (https://www.google.com/trends). Google Trends is a different data source from Google Ads.

Why Third Spaces Matter

Google reported that “third space near me” surpassed search interest in “coworking spaces near me,” and “third place potential” is at an all-time high.

In case you aren’t familiar with this term, here’s the definition:

third place
noun
a location that is neither one’s home nor workplace and provides a space for relaxation or recreation. (Used interchangeably with “third space.”)

So what does this mean? Why am I getting jazzed from behind my monitor today? 

Arts organizations are incredible third places! We have a way to help all these folks in search of spaces like ours. What a gift that the universe is conspiring for us in this way, and not against us!

The catch: we have to position our content by connecting with audiences about this need from the get-go, then transition into why we can help fulfill it. 

make this trend work for you

Here’s how this content might look:

• Looking for a unique place for your next meetup? The museum is the perfect *third space* for Clevelanders, complete with a cafe and casual seating areas, plus the beautiful indoor maze of our galleries to wander and wonder, together. 
• Trade your home office for our theatre lounge this week! Did you know the elegant lobby and cafe are open from 9-5, M-F? You don’t have to WFH by the laundry machine—you can WFH with this stunning view, instead. Discover a third place that’s perfect for you.
• Your next *third place* doesn’t have to be indoors. Trade the coworking desk for a park bench. We’re providing the permission to find a little more whimsy among the wildflowers. Let nature be the backdrop for your next analog meetup.
• Break up the day with a movement class! Whether it’s a beginner ballet class or a high-energy hip hop session, our studio is a place where you can be more playful and lead a more analog life. It’s the *third place* you’ve been searching for. 

THE FULL FRAMEWORK TAKES ITS CUE FROM THIS CHECKLIST:

•  Lead with the “Why”
  People are searching for ways to feel more present. Start with the problem (the monotony and distractions of WFH, the need for activities away from TV, etc.) and end with the arts as the relief.
•  Use “Third Place” Language
  Since “third place” is at an all-time high, use those exact keywords in your copy so that your web and social SEO can meet searchers where they are.
•  Focus on the Shared Experience
  Data shows people come to the arts primarily to share time with each other. Frame your space as a hub for community, not just a venue for a show.