Insights & Impact

Explore exclusive research and industry-leading conversations shaping the future of live experiences. Want more? Sign up for our newsletter to stay in the know.

A tablet screen displays a cover titled “Unlocking the Power of Fandom: Insights from the Fandom Unpacked Series.” The cover has a dark green background with yellow and white text and a geometric design.

The Ultimate Fan Engagement Playbook: What Keeps Audiences Hooked

Unlock exclusive, insider secrets from the world’s most prestigious entertainment and sports marketing leaders. Discover the hidden strategies top brands use to cultivate enduring fan engagement.

A colorful collage of 15 diverse people, each in a vibrant square, expressing excitement, happiness, or joy through wide smiles, open mouths, raised hands, and energetic gestures.

Fandom Unpacked Livestream Series

Two photos side by side: On the left, two people sit indoors smiling and laughing. On the right, a diverse group of people outdoors cheer and react with excitement at an event or concert.

05/13/26 · 12:00PM

The Intermittent Audience: How Occasional Buyers Discover Broadway

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Beyond the Last Click: Reddit’s True Impact on Purchase Decisions

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Ad-ificial Intelligence Has Entered the Chat

Venn diagram with three overlapping circles: Focus Your Message, Court Your Audience, and Embrace Your Niche. Center text reads Must See & Do. Left box says, TL;DR Thinking Smart to Dreaming Big Pipeline.

Your Audience Isn’t a Segment, They’re a Subculture

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From Show to Season: Taking a Chance to Breathe and Dream Big

Google Transitions Search Ads to AI Max, Expanding AI-Driven Automation

Meta On Top: A Global Digital Advertising Shift

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From Consideration to Validation – How Agentic Search Could Alter the Marketing Funnel

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NYC Tourism Trend Predictions

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Why Your Institutional Brand Is Your Best Show Campaign

A row of black office chairs is lined up at a conference table in a modern meeting room. The background features a blurred black-and-white image on the wall.

We Sat in a Room Full of New York Tourism Insiders. Here’s What They’re Thinking About.

The image features the words Early Adopters in large, bold, yellow-green text centered on a dark green gradient background.

Early Adopters: How Audiences Decide to Buy Before Opening Night

A large group of people sits at tables in an ornate conference room with chandeliers, listening to a panel of speakers at the front near a projection screen.

The Perspective Challenge: What Our INTIX Leadership Survey Reveals About Cost, AI, and the Future of Live Entertainment

A person wearing a helmet rides a dirt bike numbered 44 on a grassy mountain trail, kicking up dust, with green hills and mountains in the background under a cloudy sky.

What Supercross Gets Right About Fan Experience

A diverse group of people smiling and cheering at an event, with some wearing sports jerseys and accessories. The joyful crowd suggests excitement and celebration. The background is blurred with stadium lights visible.

Converting Concert and Sports Fans into Theatergoers: Our Findings with Ticketmaster

A stage with closed red velvet curtains illuminated by stage lights, creating dramatic shadows. Two black stage monitors are visible at the bottom near the footlights.

Broadway’s Price Perception Predicament

AdWeek 2025 Recap: Rethinking Audiences, Automation, and Attention

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Fandom on the Field: How Sports Move the Masses

Yellow text on a dark green gradient background reads, The Price Is Perception.

The Price is Perception: Broadway’s Ticket Story

From the NBA and Cirque to Iconic Venues: Fandom from Every Angle

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O Canada, We Miss You

Silhouette of a city skyline at dusk, featuring famous landmarks like Big Ben, modern skyscrapers, trees, and palm trees under a blue sky with faint clouds.

The Out-of-Town Tryout: Lessons Before New York

Fandom Unpacked: How Feld Entertainment Keeps Audiences Coming Back, Generation After Generation

Fandom Unpacked Announces Official Partnership with INTIX

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Your Social Feed Is Not a Bulletin Board

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Beyond the Post: How Cultural Institutions Can Refresh Their Approach to Social Media

White text reading The Gist on a dark green background, with a small square photo of a smiling woman with straight dark hair and a black top to the right of the text.

Rewriting the Playbook: What the Rise of The Gist Says About the Future of Fandom

Serving the Future: How the US Open Became a Culture-First Sports Brand

A white rectangle displays logos for Broadway World, Playbill, and Broadway News on a dark green background.

Fandom Unpacked: Broadway’s Press Corps on the Fans Who Keep It Going

The AI Concierge: AI's Growing Role in the Tourist's Journey

The AI Concierge: AI’s Growing Role in The Tourist’s Journey

From Club to Kingdom: The Power of the Disney Fanbase with D23

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A Huge Moment for Situation Project—and What Comes Next

Fueling Resilience: As Arts Funding Tightens, Building Connection & Community with Tessitura

The Heart of Travel Fandom: A Digital Journey with Southwest Airlines

Text on a gold glittery background reads: Broadway on the Road: A Closer Look at Touring Audiences in bold, dark green font.

Broadway on the Road: A Closer Look at Touring Audiences

The Data Behind Buzz: How Word of Mouth Drives Theater Audiences

The Data Behind Buzz: How Word of Mouth Drives Theater Audiences

AI’s Impact on the Live Entertainment Industry: Unpacking the Business Effects on Sports, Arts, and Ticketed Events

Fandom at Sea: Building Passionate Communities with Sixthman

Gordon Cox on UK Theatre in a Changing Global Landscape

Gordon Cox on UK Theatre in a Changing Global Landscape

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What Broadway Can (Ethically) Steal from Real Estate Moguls, Wellness Gurus, and Tax Season

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Situationships: Big Ideas, No Strings Attached

Photo Courtesy of the Broadway League. Christina Selby, Tammie Ward, and Damian Bazadona, the three winners of The Broadway League’s 2025 Leadership Awards.

Damian Bazadona Wins Broadway League Impact & AACSB Influential Leader Awards

Turning Audiences into a Multigenerational Fanbase at PBS

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Event Recap – The Year-End Broadway Bump: Who is the Holiday Buyer?

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Creating Authentic Fan Experiences and Lasting Loyalty with the New York Red Bulls

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Beyond Arias: What Makes Opera Devotees Some of Entertainment’s Most Dedicated Fans?

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Event Recap – The Impact of Influence

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Situation and NYU Partner to Shape the Future of Experience Marketing.

Creating Community IRL: Why Fan Conventions Are a Marketer’s Dream

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How Crain’s is Thinking About the Future of Big Cities

The Secret to Building and Engaging a Global Fanbase with F1

A snowy city street at night with people walking, illuminated by strings of white holiday lights in trees and along buildings, creating a festive and cozy winter atmosphere.

The Art and Science of Year-End Giving

Converting Local Fans into Lifelong Brand Advocates with the New Orleans Pelicans

Aerial view of a brightly lit baseball stadium filled with fans, showing the field, diamond, and stands during a game at night.

Pursuit of the Unforgettable

Colorful digital billboards and Broadway advertisements light up the buildings in Times Square, New York City, with crowds of people on the streets and a clear blue sky with scattered clouds overhead.

Awareness Media is Dead, Long Live Awareness Media

How the GRAMMYs Cultivate a Passionate Fanbase Year-Round

A computer monitor displays a graphic design or website layout software with multiple thumbnails and layout previews, ideal for showcasing UK CTV Advertising concepts. The screen features modern images and text blocks in a clean, organized style.

Designing for Broadway and Beyond

A hand holding a TV remote control is pointed at a flatscreen television, which displays a blurred streaming menu—an everyday moment in the world of UK CTV Advertising. An indistinct image of a person appears on the screen.

How Connected TV is Revolutionizing UK Arts & Entertainment

A large audience sits and stands in a dimly lit auditorium at the Tessitura Conference, facing a stage with two large screens. One person in the foreground raises a fist, while others watch attentively.

Balancing Human Interaction with Technological Advancement at TLCC24

The Eiffel Tower with the Olympic rings displayed on its structure, set against a clear blue sky and partially framed by green leaves, captures the excitement of worldwide Olympics viewership.

How Olympic Games Viewership and Advertising Has Evolved

Aerial view of the National Mall in Washington, D.C., with green lawns, surrounding museums, and the U.S. Capitol building visible in the background under a partly cloudy sky near TLCC.

Why We Love the Tessitura Conference

A person with a backpack and laptop stands in an airport terminal, looking up at a digital flight information board—a scene that captures the Tech Trust travelers place in technology while navigating the busy environment.

In Tech We Trust… Because What Choice Do We Have, Really?

A packed football stadium at night with bright floodlights illuminating the field, where two teams are playing a match. Large crowds fill the stands, and big screens display the game’s progress alongside updates from commentator Jeff Miele.

The State of the Industry: Attractions, Sports and Live Events

A cluttered desk with a keyboard, computer mouse, papers, a coffee mug, a laptop, and a monitor displaying a blurred website in the background.

Summer Arts & Culture Website Health Check

Six closed AI ticketing windows set into a beige wall, each marked with numbers and signs. Above the windows, the word TICKETS is displayed twice. The area appears empty and quiet.

How AI Will Shape Event Ticketing

A green street sign labeled Broadway hangs above a busy New York City street at night, with a red traffic light and colorful illuminated buildings in the background, hinting at the vibrant future of Broadway.

Live Viewership in an Increasingly Online World

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Collective Code: When Tessitura Developers Share and Learn

Crowds of people walk through Times Square, New York City, surrounded by tall buildings and colorful digital billboards advertising shows from the Broadway industry, brands, and products on a bright day.

Tony Award® Season Gratitude

A person wearing a gray hoodie and virtual reality headset stands outdoors under a blue sky with scattered clouds, their hands raised as if exploring technology changes in VR.

How Changes in Technology Could Impact Live Events

A person holding a tablet displaying a colorful bar chart with months on the x-axis and values on the y-axis, reflecting arts & culture media learnings. A notepad with a pencil and a computer keyboard are on the desk in the background.

What We Learned from the 2023-24 Arts & Culture Season

A close-up of a vintage map showing the western and central United States, with state borders, roads, and some geographic features visible—perfect for planning a Broadway tour marketing route. The map is open on a wooden surface.

How Theatre’s Future is Shaped by the Road

Two hands hold toy vehicles—a small yellow car and a blue airplane—over a detailed world map, as if planning an adventure to the IPW conference or exploring Broadway. A toy blue boat also sits nearby on the map.

How Tourism’s Movers and Shakers View Broadway

Black and white photo of a large indoor concert crowd, with audience members holding up phones with flashlights, illuminating the arena—a vibrant scene reflecting the energy of NYC live events industry at its finest.

How Live Events are Fueling the City’s Revival

A crowd of people take selfies and photos in front of Leonardo da Vinci’s “Mona Lisa,” capturing moments to share on social media, while the artwork is displayed between two large classical paintings in a busy museum gallery.

Why Your Arts Organization Needs To Invest In Social

A hand holding a remote control is pointed at a television screen displaying a blurred streaming service interface with colorful icons, capturing the innovative spirit of the TV of Tomorrow conference.

TV is About to Change Again — What Does That Mean for Broadway?

Abstract digital art resembling an eclipse featuring a central dark oval shape surrounded by a gradient background of purple, blue, pink, and orange hues, with scattered tiny white dots adding texture.

The Solar Eclipse, Ian Bennett Day, and the Power of Live Experiences

Gary Kibel (left) and Peter Yagecic (right) pictured in separate portraits against different indoor backgrounds. Gary (left) wears a dark blazer and checked shirt, while Peter (right) wears glasses, a green pullover, and a collared shirt. Both are smiling.

AI + The Law with VP of Innovation and AI Attorney

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Generative AI Debuts on Broadway

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What’s Ahead for NYC

Bold white text reads “SXSW 2024” on a black background with purple stripes, blue and orange geometric shapes, and green arrows pointing down and right in each corner, capturing the vibrant energy of SXSW.

Creative Battery Recharge at SXSW

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Fridays Under 40 at the Met

Crowds of people walk through Times Square in New York City, surrounded by tall buildings and colorful electronic billboards.

How New York City Tourism Helps to Power Broadway

Peter Yagecic wearing an Apple Vision Pro headset and black face mask sits on an airplane. Through the headset, a view of a website with news articles is visible, superimposed over passengers seated in the aircraft.

What Dreams May Come with the Apple Vision Pro

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Obstacles in Innovation

A brightly lit red stage curtain hangs closed, with silhouettes of audience members seated in front. A spotlight—like a communication expert guiding the scene—shines from the upper left corner, partially illuminating the stage.

Interview with Ben Feller on the Power of Language

Damian Bazadona and Jane King sit and talk in front of a Nasdaq backdrop. A text box reads: Situation Group: Powering Live Performance Brands.

Nasdaq’s Jane King Interviews Damian Bazadona

A large crowd fills Madison Square Garden for a basketball game, with spectators escaping the loneliness epidemic to enjoy live events. A bright scoreboard hangs over the court as one person in the foreground takes a photo with a phone.

The Power in Feeling Seen

A large crowd fills the seats and balcony of a theater as they watch a brightly lit stage. Warm lighting and beams create a lively, energetic atmosphere for the performance.

5 Marketing Ideas to Consider for Ticketing in 2024

A green street sign labeled Broadway hangs above a busy New York City street at night, with a red traffic light and colorful illuminated buildings in the background, hinting at the vibrant future of Broadway.

The ‘Us’ Opportunity on Broadway in the Year Ahead

Aerial view of New York City skyscrapers with Central Park stretching into the distance on a clear day, bathed in warm sunlight.

A Look Inside the Exciting Return of New York City

The American and British flags wave in the wind in front of a modern glass building reflecting clouds and a blue sky.

Lessons From Both Sides of the Pond

Damian Bazadona and Manny Azenberg sit on stage in chairs having a discussion. Damian (left) listens attentively, holding papers, while Manny (right) gestures as he speaks. The background is dark with purple lighting.

The Business of Broadway: An Honest Perspective from a Broadway Legend

A woman with long blonde hair and sunglasses looks up, standing outdoors in front of a building with a stone facade and blue doors and windows.

A Status Check of the ‘Live Experience’ Experience

A crowd gathers outside the US Open stadium at sunset. The stadium roof is lit with colorful lights, mostly red, green, and purple. The sky is dusky, and people walk and gather near booths and food stands.

USTA’s Nicole Kankam on Evolving the Tennis Experience for Fans

An outdoor theater performance takes place at dusk on Little Island by the waterfront, with a cast on stage and a large audience seated around them. City buildings and water are visible in the background under a blue evening sky.

How an Inventive Public Park Helped a City Heal Through the Power of Community

Michael McElroy in a dark blue suit and patterned pocket square smiles broadly while sitting against a light blue background.

Michael McElroy on Creating Lasting Change for Black Artists in the Theater

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