The short term outlook for the Performing Arts and Culture world is sadly potentially bleak. With many institutions having to keep their doors closed, redundancies have been made and many have had to file for bankruptcy.

However, in pockets of the industry, there have been glimmers of hope and shows of agility that all marketers should learn from. (and none of them are online events!)

Surprise and Delight – We are talking about the most creative industry after all.

Secret Cinema – The Drive-in

What we love:-

The masters of reinvention, innovation and agility, Secret Cinema has once again surpassed itself. We love the immediate reaction to meet the desperate needs of their consumers with a product that will be sure to satisfy them! We can’t wait to sample what Secret Cinema have in store for us.


Six the Musical – Drive in

What we love:-

Quick to partner with drive in experience providers Utilita, Six the musical announced that they are taking their shows into the big outdoors. Whilst being very careful to reassure consumers about how this new concept will work, they have excited an audience chomping at the bit to get back to live entertainment! Will this be the tipping point for more west end theatre shows to announce their UK tours to continue outdoors? We hope so.

Glyndbourne – Outdoor Opera

What we love:-

Sun, Champagne and Opera – what’s more to love?! Every year Glyndbourne release their Summer festival of shows, this year unfortunately they have had to cancel. However, instead they are bringing opera fans socially distanced outdoor events to get excited about. Let’s hope the weather keeps up!

What we can learn from this is that the power of being agile, adapting and thinking creatively can not only ensure you keep driving business revenue, but also satisfy your loyal audience, whilst creating something new and enticing that will attract new audiences. Being able to quickly re-prioritise and change direction to meet consumer or market needs is a mindset that is essential not just in a crisis, but one that can be the difference between mediocrity and marketing excellence.