Creating memorable experiences in the Arts industry Introduction I have taken the opportunity of choosing my research question to study a subject that will be useful for my future professional life. My dream is to run a concert hall. Thus attracting patrons and having regular clients by creating memorable experiences is central to this project. Thus the consumer’s perspective of a memorable experience has to be considered. Arts organisations need to develop their attractiveness in advertising campaigns, meet patrons’ needs and expectations, and build a strong reputation in quality live performances to be successful. Knowing people’s motivations for attending a concert helps a manager choose the most appropriate marketing strategy and kind of messages likely to appeal to consumers’ senses and decide them to buy a ticket. It is interesting to note that economy is shifting from a service-based economy to an experience-based economy (Pine & Gilmore, 2002). Through leisure activities people now seek to give their life a meaning (Arnould & Price, 1993). Hedonic consumption is traditionally opposed to utilitarian consumption linked to the fulfilment of functional needs (O’Curry & Strahilevitz, 2001). However, according to Hirschman & Holbrook (1982), the consumption of arts is a combination of both hedonistic and utilitarian consumption types. How to make patrons’ experience of a concert memorable? Answering this question will be based on Berridge (2000) following premises: “all event environments are created; all experiences within event environments are purposefully designed; all stakeholders are the direct recipients of the designed experiences”. The theorisation of arts consumers’ motives and needs helps to have marketing and designing principles to influence their expectations and post-consumption judgement. The research question implies to investigate the following points: first, I will talk about attendees’ general motivations for attending performing arts.