of the performing arts. This begins with creating excitement beyond the performance itself. Experiential enhancements, community partnerships, pre- and post-show programming, and educational outreach can introduce new generations to live performance.“We have to think in the minds of who we are trying to attract,” Mitchell says. “There are ways to be inventive that are going to engage the next generation of theatre goers.” A DIGITAL-FIRST FUTURE FOR LIVE VENUES Mitchell has reviewed IAVM’s Stadium Connectivity Report, which underscores the expectation that audiences will experience seamless digital integration in live-event settings. “Wireless connectivity is always key,” he says. Whether at a sporting event or a Broadway performance, audiences want to share their experiences in real time. The visibility created through social media can amplify a venue’s reach, making digital infrastructure a foundational investment for the future. Technology also supports revenue generation through efficient concessions, mobile ordering, and improved crowd flow. In older performing arts centers with limited space, these features become even more critical. Since such venues cannot easily add seats or expand, operational efficiency becomes essential to maintaining financial stability. Mitchell anticipates that artificial intelligence, enhanced security technology, and redesigned guest experiences will shape the next era of venue innovation. He also expects venues to increasingly explore special access opportunities, VIP offerings, and other creative revenue streams to offset rising operating costs. “Lowering operating costs is going to be key and finding ways to increase revenue,” he says.“We may see more inventive opportunities that bring in revenue to manage the costs they have.” BRIDGING THE SPOTLIGHT GAP IN MEDIA COVERAGE Mitchell is deeply aware of the imbalance in media coverage between professional sports and the performing arts. He sees two clear pathways IAVM Online is Here! Your online hub for venue management education, training, and professional growth. Learn more at: iavmonline.org 96 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 12
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