Customer experience is more than a buzzword. It is a critical driver of the bottom line, affecting everything from word-of-mouth marketing to donor retention. In this episode, Aubrey Bergauer dives into the 'Three Fs' of customer experience with a focus on making the venue friendly for newcomers. As traditional subscriber bases shrink, organizations must pivot to engage the 'non-aficionado' majority who value surprise, quality, and unpredictability in live events.Who it's for: Arts leaders, marketers, and executive directors looking to modernize their audience engagement and operational strategies.

We’re joined by Toby Suckow and Mason Bates of Mercury Soul, an innovative organization redefining how audiences experience classical music through immersive, nightlife-inspired performances. Toby and Mason share how they’ve built a groundbreaking model that blends electronic music, classical performance, and experiential design to attract new audiences and reimagine concert culture. This episode dives into arts innovation, immersive experiences, audience development, and the future of live performance.

Sponsors:

Bolero: hellobolero.com/changingthenarrative

EvolvArts: evolvearts.com

Morreale Digital: morreale.ca/podcast

Sources:

McKinsey: A new way to measure word-of-mouth marketing https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing#/

Eventbrite: Social Study Report: How Gen Z and Millennials Are Redefining Live Experiences in 2026 https://investor.eventbrite.com/press-releases/press-releases-details/2026/Eventbrites-Inaugural-Social-Study-Report-Reveals-the-Reset-to-Real-How-Gen-Z-and-Millennials-Are-Redefining-Live-Experiences-in-2026/default.aspx