3 Clever Ways Organizations Are Gifting the Arts This Holiday Season

Zoo Lights at the Dallas Zoo

These arts and culture institutions are using a mix of e-commerce, digital content, and reimagined programming to create new business lines.

Despite coming up on almost two years of a pandemic that’s disrupted how we live and do business, many arts and culture organizations have risen to the challenge and adapted their strategies for the new normal.

One of the most interesting consequences of this disruption has been to see how arts and culture organizations are finding new ways to monetize their offerings. Utilizing e-commerce strategies and digital best practices, arts and culture orgs are redefining their overall strategy. Below are a few examples of arts and culture organizations incorporating digital strategies in time for the holiday gift-giving season:

On-Demand Dance Classes through Ballet Austin

Holiday On-Demand Dance Classes by Ballet Austin

With its impressive library of on-demand dance and workout classes, Ballet Austin was already a step ahead in the digital content space, yet its offering holiday-themed classes takes that to another level. Subscribers can learn contemporary moves paired with classic holiday music or do workout intensives to counterbalance any overindulgences at parties and get-togethers. It’s a timely solution for those wanting to stay active or get a head start on their yearly resolutions.

Why we like it:

It was already a smart pivot by Ballet Austin to offer live streaming and on-demand classes. Curating new content for the holidays drums up support from existing users and encourages them to share the platform with new users, all of which can contribute additional sources of revenue without much ongoing overhead costs for the organization.

Zoo Lights by the Dallas Zoo

One of our favorite holiday events in the metroplex, Zoo Lights by the Dallas Zoo continues to grow. What once was a walkable holiday light experience during zoo visits has since been adapted for safety as a result of the pandemic. Zoo Lights is now a drive-able tour and stand-alone event — and in turn, the Dallas Zoo has upped the production of its yearly tradition by adding extra perks and more convenience for visitors, including a seamless mobile ticketing experience, contactless entry, and the option to pre-order snacks. This year Zoo Lights will showcase 1 million lights, as well as holiday-themed, 3-D sculptures and lanterns throughout the zoo complex.

Why we like it:

The Dallas Zoo didn’t let the pandemic interfere with its holiday cheer, instead it adapted its programming to be able to put on the event without compromising visitor safety. By reimagining the nature of the event, its logistics, and even the way it sold tickets (including timed entry), the Dallas Zoo has been able to create a bigger and, arguably better, experience for its visitors. What was once an added perk for zoo visitors during the holidays is now an attraction in and of itself.

The Met’s Online Museum Store — and Gift Guide

The Met Store Holiday Gift Guide

Museum stores are where you can find one-of-a-kind gifts — the Metropolitan Museum of Art being no exception. The only downside is that some museums don’t (yet) offer an online shop or any e-commerce experience for those of us that aren’t in close proximity to the physical museum. In this sense, the Met has been a true trailblazer, not only with its online store and user-optimized shopping experience, but also with its holiday gift guide.

Why we like it:

The Met’s Holiday Gift Guide takes a popular retail concept and adapts it for its e-commerce site, recommending gifts by price, person, and user behavior. It’s a smart way to attract different audiences, an efficient way to maximize the site’s content architecture — and a great way to increase sales, notwithstanding the fact that this wouldn’t have been possible without the Met’s move to digitize the museum store into a full e-commerce experience.

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How has your organization used digital to create new business lines? We’d love to continue the conversation on social. Connect with us via FacebookLinkedIn and Instagram.

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