On Being Members
It always feels good to have a sense of belonging — and especially in these isolating times that sense of community, of being part of a group with shared purposes, outlooks and humanity, is all the more important.
I’ve been noticing a movement that has been emerging in the last month of two, with some arts venues moving away from the traditional subscription model to explore one that features memberships.
The difference is in more than just the details. It’s in the feeling of belonging to a greater good.
As one artistic director of a theater told me of his new approach to reach out for a different kind of commitment: “This is a shared journey with our audiences and a way to say, ‘We all in this together.’ ”
The traditional subscription model — which Danny Newman’s “Subscribe Now!” advocated (and which revolutionized the field) — has not always been an effective one in changing and challenging times. It’s a business template rooted in a specific series of seasonal productions and, although many have added perks to subscriptions — parking vouchers, meet-the-cast gatherings, ticket substitutions, it’s still basically tied to a fixed schedule.
But these are not fixed times.
As many arts organizations have had to close their doors —with no quick or easy return to re-opening at full capacity — they have found it necessary to present alternatives to keep their followers interested, engaged and active. Some of the results have been …