Harnessing Empathy and Audience Engagement: A Conversation with Jim O’Connell

What is art, really? Professor Jim O’Connell loves to ask his students and colleagues this question because defining art is essential to understanding arts management. In my recent conversation with Jim, a seasoned arts manager and educator, we dove into this topic—and it’s not as straightforward as you might think.

For Jim, art isn’t just an object or event; it’s the empathetic exchange between an audience and a work of art. It’s the moment when someone experiences the world through someone else’s eyes, a concept that lies at the heart of why the arts are crucial to human development and community well-being. This powerful insight set the tone for our entire discussion, where we explored the role of arts organizations in fostering empathy, driving engagement, and ensuring long-term sustainability.

Jim's extensive career, from managing the historic Grand Theater in Wausau, Wisconsin, to teaching arts management at the University of Wisconsin-Stevens Point, offers him a unique perspective on the industry's evolving challenges. One key takeaway? The importance of professional associations as “third spaces” where arts leaders find their community and don't have to constantly justify their work. These spaces foster personal and professional growth, reminding us of the critical role of collaboration and shared understanding in the arts.

We also touched on the challenges of audience development, especially with the ever-present concern about the "graying" of the audience. Jim pointed out that while older audiences are often the most loyal patrons, they’re a renewable resource—new generations of “gray heads” will continue to emerge as long as we’re patient and strategic in how we engage with them. It’s a long game, and cultivating audience loyalty requires time, understanding, and most importantly, empathy.

The idea of “FOMO” (fear of missing out) also came up as we discussed marketing strategies for the performing arts. How do we create that sense of urgency and excitement around attending a live event? For Jim, the ephemeral nature of the performing arts—how each performance is unique and can never be repeated—should be a core part of how we communicate with audiences. If you miss out, you truly miss something irreplaceable.

Beyond marketing and engagement strategies, we also talked about measuring the true impact of the arts. It’s not just about ticket sales and audience size—it’s about the transformative experience for each individual. How do we capture and quantify that “wow” factor that makes someone want to return, that makes someone feel more connected to their community and the world around them?

Jim and I agreed that the future of arts organizations lies in their ability to not only measure but also communicate this deeper, emotional impact. Empathy, after all, is the currency of the arts. And as we continue to define and redefine the role of the arts in society, it’s critical that we focus on the transformational power of art, not just its transactional value.

This episode was filled with wisdom and actionable insights for any arts leader looking to foster long-term engagement and truly measure the impact of their work. I encourage you to listen to this enriching conversation with Jim O’Connell, where we discuss these ideas and more, available now on ARTS Redefined wherever you listen to podcasts.

Let’s continue pushing boundaries, embracing empathy, and creating spaces where the arts can thrive for generations to come.

Listen to the full episode on Apple Podcasts, Spotify, or YouTube.