Achieving seasonal level attendance during off-season periods

I am impressed with how outdoor seasonal cultural venues are creating off-season experiences to draw enthusiastic visitors and capture additional revenues during down times. Had a lovely evening at the New York Botanical Garden for their ever-popular Holiday Train Show and the newer “Glow” evening illuminations this week.  This was not your “garden variety” (sorry, I couldn’t help myself) attempt to promote attendance.  These are high-quality, culturally rich experiences to enjoy both indoors and out.  At the Garden, this strategy is illustrated by their annual Holiday Train Show, which features recreated buildings from around the five boroughs of New York City and surrounding counties, built entirely from natural plant materials and following the actual architectural plans of the building.  I know first-hand about the attention to detail because I worked with the Garden’s designers for the reproduction of  the Jewish Museum’s iconic Warburg Mansion. 

As for “Glow” – the lights were simple yet magical.  My husband likened the display to “fireworks in the winter.” Consistent with the Garden’s mission, I also noticed that the illuminations carried botanical themes. And there were plenty of visitors, of all ages, appropriately distanced for these COVID days, but comfortably busy for a pre-holiday weeknight.  In a year when people are seeking to maintain social distancing, an outdoor event like this is particularly appropriate.

Overall this is a great example of a marketing strategy focused on developing sustained attendance and visibility during what was traditionally off-peak season for the Garden.  Off- season no more, due to the sustained popularity of the Holiday Train Show. Nationally, we have seen zoos and other outdoor venues create holiday or off-season events or exhibitions that attract visitors and work to maintain sustained attendance, despite cold or inclement weather. In general, there are all types of lessons learned from these examples – extending your mission in creative and innovative ways, connecting to existing and new audiences during times when they might not be looking to your organization for programming, engaging visitors of different demographics and ages, opportunities to partner with other types of vendors (like food trucks, ice carvers, or lighting experts) during special events. And this is a wonderful way to engage staff from all areas in programming efforts outside their normal work flow; to work together as teams on fun activities for your audiences.