At The Business Creative, we’ve been involved in developing entertainment concepts and programmes for some of the world’s best-known visitor attractions. From live performances to interactive exhibits, we understand how powerful it can be, enhancing the visitor experience, creating lasting memories, generating additional revenue and driving visitor numbers.

However, we also understand how important it is for attractions to be strategic with their live entertainment offerings in order to ensure that they are getting the most value from this investment. A good solid strategy can save time, money, and generate valuable customer engagement.  Here are a few reasons why we think it’s vitally important for attractions to be strategic with live entertainment offerings:

1. Audience Targeting

One of the key benefits of live entertainment is it’s ability to engage visitors and create a sense of excitement. However, not all live entertainment is created equal, and it’s important for attractions to target their offerings to their specific audience. For example, a museum catering to families with young children might focus on interactive exhibits and educational performances, while a theme park targeting teenagers might offer live concerts and adrenaline-pumping shows. By tailoring live entertainment offerings to the needs and interests of the target audience, attractions can increase visitor engagement and satisfaction.

2. Brand Consistency

Another important consideration when developing a live entertainment strategy is brand consistency. The live entertainment offerings should be consistent with the overall brand and identity of the attraction. For example, a historical landmark might focus on re-enactments and storytelling, while an art gallery might offer live performances that complement its current exhibition. By aligning live entertainment offerings with the attraction’s brand, visitors will feel that the entertainment is an integral part of the overall experience.

3. Financial Considerations

Live entertainment can be expensive and it’s important for attractions to consider the financial implications of their live entertainment strategy. From hiring performers and technicians to marketing and promotion to staging and equipment, the costs of live entertainment can quickly add up. Attractions should carefully consider the return on investment of their live entertainment offerings, and make sure that they are generating enough revenue to justify the expense.

4. Seasonal Considerations

Many attractions have seasonal fluctuations in visitation and it’s important for live entertainment offerings to reflect these changes. For example, a ski resort might offer live music and après-ski entertainment during the winter season, whilst a beachfront attraction might focus on outdoor performances and water-based entertainment during the summer. By tailoring live entertainment offerings to the season, attractions can attract and retain visitors during slower periods, whilst also generating additional revenue.

5. Innovation

Finally, it’s important for attractions to be innovative with their live entertainment offerings. Visitors are always looking for something new and exciting, and attractions that fail to keep up with changing trends and interests risk becoming stagnant and irrelevant. By experimenting with new forms of live entertainment, incorporating emerging technologies, and collaborating with specialists, attractions can keep their offerings fresh and exciting, driving ongoing interest and engagement.

Live entertainment can be a powerful tool for visitor attractions, offering a wide range of benefits that can enhance the visitor experience, create lasting memories, and generate additional revenue. However, it’s important for attractions to be strategic with their live entertainment offerings, targeting their audience, aligning with their brand, considering financial implications, reflecting seasonal changes, and staying innovative. By taking a strategic approach to live entertainment, attractions can leverage this investment to drive ongoing success and growth.

If you would like to talk about developing a live entertainment strategy for your attraction, why not get in touch.  We’d love to get all strategic with you!