Culture Marketing Classics

Beyond the 'What's On' List: Smarter Event Discovery

The "What's On" list works well for visitors who already know what they're looking for. For everyone else, it can be the moment they quietly leave. This session explores how to design discovery pathways that work for all your audiences, not just the regulars.
Reserve my spot
Date
Thursday, June 11, 2026
Time
12:00 pm
ET
Duration
30 min
Location
Online
Platform
Demio (join in browser)
Language
English

Most cultural organisations put real thought into their programme. The challenge is that a long event list with filters places the entire burden of discovery on the visitor. And for newcomers, families, and casual browsers, that burden could be enough to send them elsewhere.

In this 30-minute session, Martin Gammeltoft draws on research into why people don't buy tickets and real examples from venues already doing this differently. You'll discover how to reduce the friction of discovery, why organising events by life situation rather than genre can open up new audiences, and how to experiment with new pathways and measure what works.

This is a practical, sector-focused session. You'll leave with ideas you can act on.

What you'll learn

  • Why the standard "What's On" list leaves a significant portion of your website visitors behind
  • What research into non-attendance reveals about the invisible barriers on cultural websites
  • How situational theming (organising events by life situation rather than genre) can help new audiences find suitable events
  • How to experiment with new discovery pathways and measure their impact on conversion

About the speaker

Martin Gammeltoft – Growth & Partnerships Consultant, CultureSuite

At CultureSuite, Martin Gammeltoft works with cultural organisations across Europe and North America to rethink the role of the website in audience development. His work focuses on turning websites into active, connected systems that reflect how organisations actually operate – linking content, data and audience behaviour. His perspective is grounded in hands-on work with venues and shaped by ongoing conversations with researchers and practitioners across the field.

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Register your place

This is a free, online webinar. Register below to receive your joining link ahead of the session.

Register your place

This is a free, online webinar. Register below to receive your joining link ahead of the session.

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“Before CultureSuite, our website had a number of restrictions – with content updates often needing agency support – and we couldn't properly showcase our artistic programme. Now our digital team has the creative freedom to craft engaging digital experiences. The platform's flexibility means we can respond quickly to opportunities, and it is incredibly exciting to be part of a community of venues all contributing to the platform's evolution.”

Zara Foxcroft
Head of CRM & Digital, Lowry
The award-winning CMS that syncs with ticketing and event data
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