Marketing for Performing Arts Centers
Marketing is different for presenting organizations. We’ve been there.
Your future biggest fans may not know who you are yet. But after pausing on an article highlighting your season in their social feed, or a clip of the afterparty in your lobby in a YouTube ad, they’re just a click away from discovering a performance—maybe in a genre they hadn’t considered before—that could turn a curious browser into a lifelong patron.
We know that filling seats doesn’t happen by chance. Marketing for performing arts centers is about sparking anticipation, helping audiences imagine the magic of a live performance before the curtain even rises. It’s about being creative and strategic with the limited assets an artist or their management team have provided. At Capacity, we help PACs create success stories every day through the power of thoughtful marketing strategies. We have deep expertise across different areas of digital marketing, but more importantly, we’re obsessed with the arts (just like you). We understand that marketing performing arts isn’t about selling a product: it’s about inviting people into a certain type of feeling and experience they’ll want to return to again and again.
spotlight on strategy
Here are a handful of ways we’ve helped performing arts centers and festivals make the most of their advertising budgets, websites, and creative assets.
Digital Advertising for pacs
Most marketing firms can’t say they spend their days helping new audiences get excited about everything from Broadway tours and symphony concerts to contemporary dance and family programming. For us, it’s not only what we do—but what we love. We can help you with the full spectrum of Google Ads, Meta Ads, TikTok and Spotify advertising, CTV, Digital Out-of-Home, Reddit, and much, much more. Our approach combines creative storytelling with performance-focused marketing so the right audiences discover your performance calendar, feel the excitement leading up to the show, and are inspired to experience the magic live.
20% improvement in cost per purchase
How We Helped University Musical Society Surpass Meta’s CPA Benchmark by Diversifying Content
Capacity helped University Musical Society better align with Meta’s recommendations around creative diversification, which resulted in show-stopping year-over-year improvements.
25% increase in purchase rate
How We Helped Tilles Center Drive Higher Conversions with Smarter, Simpler Advertising
We helped Tilles Center develop and execute a digital advertising strategy that supported their highest-priority performances without burning out their budget, team, or audience.
70% lift in overall purchases
How We Helped Bravo! Vail Meet Their Revenue Goal with Smarter Content Strategy
Capacity helped Bravo! Vail meet its revenue goal by refining and expanding Meta content strategy and pairing Paid Search with Performance Max.
More Services
Search + Answer Engine Optimization for PACs
Your organization needs strong SEO/AEO strategies to rank higher in search engine results for relevant queries, increasing your site’s organic search visibility and traffic. Luckily, we specialize in all things search (including AI search) for presenting organizations—check out our work for McCallum Theatre.
Email Strategy for PACs
Email marketing for performing arts centers focuses on building relationships with potential patrons, subscribers, and donors through personalized, segmented messaging. With custom dashboards and data-informed insights, we help you understand what’s working—fast. Mayo Performing Arts Center is just one recent example.
Web Analytics & Privacy for PACs
Understanding your audience starts with good data. From Google Analytics to cookie compliance, we help you uncover insights into how prospective patrons interact with your website, buy tickets, and explore online resources (like we did for Denver Center for the Performing Arts).
Content Creation & Strategy for PACs
We partner with PACs to deliver standout creative work—copywriting, design, media, and strategy—aligned to your goals. Everything we do is part of a cohesive content marketing plan tailored for targeted audiences, working with what we know can be more limited assets provided by artists’ management.
AI Strategy for PACs
We’ll help your performing arts center use AI to save time and spark creativity while staying grounded in your values.
KPIs On Stage
When it comes to marketing for performing arts centers, Capacity delivers. For nearly 20 years, Capacity has been collaborating with PACs on everything from ranking in organic search to building mobile friendly websites with strong user experience to improving results through Google Analytics insights and digital marketing strategies.
Your presenting organization’s needs are Capacity’s call to action. Together, we’ll create impactful strategies tailored for your targeted audiences and potential patrons. Want a flawless user experience? Need help navigating the latest in social media marketing? We specialize in marketing for arts and culture—and we’re ready when you are.
You’ll Be In Good Company
Here are a handful of the performing arts centers we work with:
Denver Center for the Performing Arts
Long Center for the Performing Arts
The Fisher Center for the Performing Arts
Hopkins Center for the Arts at Dartmouth
…and more!
Let’s Power Up Your PAC