Arts organizations are not what they produce. They are defined by the moment when what they produce, curate, or create comes into meaningful contact with a perceiver. The product or service requires both the art/artist and the audience, and therefore, both are part of the production.

So, by this way of seeing things, audiences aren't just required for your income and donor base, they are required to complete your reason for being. Extending it further, they are buying an opportunity to be part of that process. They are not consumers, they are co-producers. [more]