As the holiday season approaches, performing arts organizations are gearing up for some of the most exciting—and busiest—events of the year. From festive concerts and ballets to special seasonal performances, holiday events often bring in large audiences, including many new or one-time patrons who might be experiencing your organization for the first time.
Digital program books are an invaluable tool during this high-demand season. Not only do they provide flexibility and engagement options that printed programs simply can’t match, but they’re also a cost-effective way to handle the influx of holiday audiences. Here are five reasons why digital program books are perfect for making your holiday performances more successful, enjoyable, and efficient.
1. Flexibility for Last-Minute Program Changes
Holiday events come with a unique set of challenges, often involving last-minute adjustments. Cast changes, schedule tweaks, or special announcements can throw a wrench into printed program plans. Digital programs, however, offer the flexibility to adapt to these changes in real time, ensuring that your audience always has the most current information at their fingertips.
With a digital program, updating a cast list or adding an extra note from the director can be done instantly, saving time and reducing the stress of reprinting or distributing new printed materials. This flexibility is especially helpful during the busy holiday season when changes are more frequent and audiences are eager to stay informed.
2. Holiday-Themed Engagement Opportunities
The holiday season is a time of festivity, and digital programs allow you to bring that spirit directly into your performances. With digital, you can go beyond a static program and add unique, holiday-themed content that keeps patrons engaged from start to finish.
Imagine including behind-the-scenes holiday greetings from cast members, a special video message from your artistic director, or even a playlist of holiday tunes curated by the performers themselves. Digital programs allow you to incorporate interactive, festive touches that create a more personalized experience for patrons. These exclusive elements not only add a sense of joy and connection but also make the holiday performance feel even more special, turning a one-time attendee into a lifelong fan.
3. Cost Savings Through Reduced Printing Needs
Holiday performances often attract larger crowds, which means increased costs if you’re relying on printed programs. For many organizations, the higher ticket sales during the holidays are balanced out by higher production costs, as more programs are printed to meet demand. Digital program books can help keep these costs in check.
By shifting much of the program content to digital, you can reduce the quantity of printed materials without sacrificing the quality of the patron experience. This hybrid approach allows you to print fewer physical programs—perhaps just enough for those who strongly prefer them—while making the full digital program available to everyone else. The result is significant cost savings in both printing and distribution, freeing up budget for other aspects of the season.
4. Seamless Delivery to New or One-Time Patrons
Holiday shows are often a first-time experience for many attendees, some of whom may not be familiar with your venue or organization. For these one-time guests, making the digital program easy to access and navigate is key to creating a positive first impression.
With digital program books, accessibility is a breeze. You can send the program link via email or text message or use QR codes displayed at the venue for immediate access—no need for app downloads or complex instructions. This seamless delivery ensures that all patrons, especially those new to your organization, can easily engage with your content.
A smooth, accessible digital program experience creates a great first impression and helps make these one-time holiday visitors feel welcome, increasing the likelihood that they’ll return for future performances.
5. Marketing Opportunities to One-Time Ticket Buyers
The holiday season is the perfect time to introduce new audiences to your organization, and digital program books provide a powerful way to capture their interest and encourage future engagement. By delivering digital programs via text message, you not only create a seamless experience for patrons but also capture unique phone numbers that allow you to build new relationships with these one-time ticket buyers.
With their contact information securely stored, there is an opportunity to keep these patrons informed about upcoming events, special offers, and exclusive pre-sale access.
This approach turns holiday guests into ongoing supporters, nurturing them from single-ticket buyers into potential season ticket holders and loyal fans.
Conclusion
The holiday season is a crucial time for performing arts organizations, with heightened ticket sales, new audiences, and opportunities to build connections that last well beyond December. Digital program books are the perfect tool to enhance the holiday experience, offering flexibility, festive engagement, cost savings, and seamless access that make a lasting impression on both regular patrons and newcomers.
Ready to elevate your holiday performances? Start your digital holiday program with Audience Access here and make this season your most engaging and memorable yet!
