Better together: Uniting to reach the next generation of arts & culture lovers – The ArtsCard Boston app for engaging under-35 audiences

How can we inspire the next generation to connect with arts and culture in meaningful, lasting ways? This session explores innovative digital strategies and collaborative models that place young audiences at the heart of cultural engagement.

Using the example of ArtsCard Boston—an all-access digital pass to the city’s vibrant cultural scene for audiences under 35—we’ll showcase how Tessitura client Celebrity Series of Boston joined forces with other Boston-based organizations to create a shared digital experience. Built on easy-connect’s NextGen App framework, the initiative offers access to arts and culture that is affordable, inclusive, and community-driven.

The city-wide app solution enables a frictionless user experience across institutions. Launched with two organizations, the initiative is already showing promising early results, with additional partners joining soon.

Together, we’ll explore the project’s goals, early insights, and how the power of smart partnerships, user-centered digital engagement, integrated ticketing tools, personalized content presentation and communication based on distinct audience segements as well as social & community features and a digital-word-of-mouth strategy can turn curiosity into commitment—and help cultural organizations thrive in a rapidly changing world.

Key takeaways:

• Understand how cultural organizations can successfully partner and drive digital audience engagement for all audience segments  
• Discover practical strategies for engaging audiences through a app-only approach, community-building features and a digital word-of-mouth strategy
• This session will highlight how a dedicated U35 program as well as a personalized content & communication strategy foster deeper audience connection and long-term loyalty