News > Going Solo to a Show

Going Solo to a Show

December 12, 2016 – “Fear of missing out” or “Joy of missing out” – in the era of social media, is it still all right for people to go out on their own?

Someone alone in a movie theatre.Apparently, it’s more than all right. Research finds that doing things on your own – as well as marketing to solo consumers – is a win-win for everyone. If you can beat the inhibition of going out alone, you’re likely to experience even more satisfaction than if you had gone out with friends.

According to an article in Le Devoir, travel agencies are now marketing out to single travelers and the trend is picking up. The Kunstmuseum in Bern, and the Museum für Gestaltung in Zurich both have days for singles only. What about in the performing arts?

Last year, at a workshop on aging and the arts, a group of presenters mused on the idea of setting aside a row of seats for singles. Considering that about half of Canadians are single, separated, divorced or widowed, that’s an idea seriously worth considering. Other marketers are already eying on your solo patrons…


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