You can’t give knowledge away they have to want it.

Audience development is not about crowd gathering it’s about compiling an engaging offer and delivering it in a way people are compelled to gather and consume it, learn from it, return to it, share it, remember it, recreate it. Leave them wanting more is the often recited intention. 

"Just because it’s there" might work for those wanting to climb Everest or run the London Marathon. The time will arrive in the not too distant future that the Outside in the the company of others will be "there".

In the literal meantime, planning and dreaming is the luxury many in the events and entertainment industry longed for.

The cycle is arriving... this time last year COVID was arriving. 

The news story playing in the background as I write is about the first patients who died in a Newcastle hospital. Three became thousands which as the time I write this is touching 100,000.

"When the lights go on again" War Time song comes to mind.

We need a version for our age.