“There’s a simple truth about marketing arts and culture,” writes Andrew Taylor. “Audiences don’t buy arts and cultural events. They can’t. The experience doesn’t exist until well after they’ve made their purchase decision. Instead, when they are deciding to give their money or time, audiences are ‘buying’ an expectation, an assumption, a hazy feeling of what that experience might hold. Since audiences can’t buy the cultural event, why do so many arts organizations spend all of their energy selling it?…”