Boosting growth – Developing sales and self-funding with the performing arts sales model

We strengthen the vitality and growth of the performing arts

Performing arts are dance, circus, spoken word, music, performance art, and theatre. They spark imagination, expand cultural horizons, push boundaries, and offer powerful experiences that stay with audiences long after the curtain falls.

For a large and dedicated community of professionals, performing arts are not just a passion – it is work and livelihood. Public funding remains vital, but the future calls for bold new strategies to strengthen financial resilience. How do we secure a vibrant, thriving performing arts ecosystem for years to come?

Boosting growth -project seeks new perspectives on the sales, revenue streams, and self-financing of performing arts. We explore new revenue models, test innovative approaches, and build concrete tools that help the sector grow sustainably. Through hands-on pilot experiments, we gather real-world insights and turn them into a practical, ready-to-use sales model for performing arts. The results will be freely available to artists, freelancers, cultural organizations, educational institutions, and other stakeholders across the field.

Pilot Projects: From Experiments to Impact

All pilots are executed through co-creation with performing arts professionals and freelancers, using a subcontracting model. An open call for the pilots will be launched in autumn 2026.

1. Reimagine your sales – Productize, reach new customers, and develop out-of-the-box sales campaigns!
Our performance pilots design and test fresh models for core sales activities: ticketing, touring, and selling artistic works. This is the place where creativity meets business. Productize your offering, discover new customer segments, and experiment with campaign ideas that break the mold.

2. Unlock the power of corporate partnerships
The service pilot begins with a deep-dive assessment to uncover where businesses and performing arts currently miss each other—and how to bridge that gap. We run forward-thinking experiments to boost corporate sales and open new pathways to business-sector funding. The goal is to explore how to turn companies into long-term partners, not just one-time sponsors.

3. Transform artistic content into scalable innovations
In the innovation pilots, performances become prototypes for new products. We explore whether artistic content can be shaped into replicable formats—investigating the potential for licensing, new revenue streams, and business models that could extend the reach of artistic work.