4E Arts Marketing (Part 3 Environment)

A welcoming and immersive environment can significantly enhance the overall audience experience, potentially increasing the likelihood of repeat visits.

For instance, venues like Wild Rice Theatre and Capitol Theatre in Singapore enhance audience comfort and convenience by offering the option to purchase beverages at the reception and consume in the theatre. This simple gesture elevates the overall ambiance for patrons.

In addition to providing a comfortable environment, Wild Rice Theatre offers accessibility options such as sign language interpretation, text captions, audio description, and “relaxed performances” for select shows, catering to individuals with disabilities (Wild Rice, n.d.).

Another example of breaking traditional boundaries to create a unique environment is the Royal Scottish National Orchestra's flash mob performance of Ravel's Bolero at Glasgow International Airport in 2011. This innovative approach received an enthusiastic response from audiences and inspired many orchestras to explore unconventional venues, bringing classical music into the public sphere (Jiang 2019, 424).

These examples highlight how the Environment element can create memorable experiences that resonate with audiences.