The Future of
Audience Loyalty

What does reattendance look like in 2023 and beyond?

Tuesday 7 February, 2023

 2 - 3pm

Audience in a theatre clapping and smiling

Is your current approach to loyalty the right one for you and your audiences?


Traditional approaches to loyalty may no longer work in a fast-changing world. At Spektrix, we’re committed to working with arts and culture professionals to anticipate the needs of your audiences and provide you with the practical insights and solutions necessary to continue driving revenue. That’s why we’re bringing together partners from across the sector to share dynamic and responsive approaches to loyalty.

Gain expertise and practical tips from our partners

Robin Cantrill-Fenwick, a white man with brown hair wears a white collared shirt and a black jacket and smiles

Robin Cantrill-Fenwick

Baker Richards

Robin Cantrill-Fenwick is the CEO of Baker Richards, an arts software and consultancy firm that works internationally to equip cultural organisations and visitor attractions to thrive. Robin specialises in earned income strategy and audience development for arts, heritage and culture.

Katy Raines woman with blonde hair in a floral dress smiles at the camera

Katy Raines


Katy is CEO and Founder of Indigo-Ltd. As a leading audience insight consultant, Katy has developed research and implementation programmes for cultural organisations across the UK and Europe. Her work on benchmarking loyalty began in 2006, and she has partnered regularly with Spektrix, contributing to our Insights Report and Building Blocks projects.

Andrew McIntyre wears glasses and smiles in front of a blue background.

Andrew McIntyre

Morris Hargreaves McIntyre

Andrew is the Director of Morris Hargreaves McIntyre. He established the world’s first audience research group which, a decade later, formed the bedrock of MHM. Andrew’s team devised Culture Segments, the first segmentation system based on deep-seated cultural values and beliefs, now used in 15 countries.

A headshot of Eric Nelson, a man with a shaved head, wearing a light pink shirt and dark brown blazer that features blue and grey lines.

Eric Nelson

TRG Arts

Eric Nelson, Client Engagement Officer at TRG Arts, is proud to partner with performing and visual arts organizations of all shapes and sizes to grow patron participation, revenue, and community impact. Prior to joining TRG, Eric was Director of Marketing and Communications for New York City's Kaufman Music Center.

Experts will share ideas on:

  • Selling and promoting loyalty to your audiences
  • Understanding patron motivations
  • Segmenting your offer to meet audience needs
  • Combining loyalty models to create a pipeline that promotes flexibility, measurement and continual improvement

We’ll explore real-life examples drawn from arts professionals in a wide range of roles across the arts sector. There will be a live Q&A so that you have the opportunity to drive the conversation and ask the questions that matter most to your team.

You’ll walk away from this event with take-home resources and practical ideas for growing loyalty, no matter how large or small your team. Together, we'll redefine what success looks like and how to achieve it.


Register Now