Combining history with digital innovation
Among the many presentations were a few highlights of where the Tessitura community is embracing digital in historical settings, while preserving cultural heritage and encouraging new visitors to attend venues. This opened up the dialogue for further exploration of how the arts can come of age in an ever-changing world and retain the brilliance of the past, providing the visitor with an exceptional customer experience that encourages them to return.
Louise Halliday, the Head of Marketing and Communications at the Royal Albert Hall, started the conversation by explaining how the Royal Albert Hall is using technology to engage visitors before and after an event takes place, using interactive digital displays, where visitors can find out about the building and people, who over history, have performed in the venue. Louise suggested a more non-technical use of digital, where the user is engaged in a physical space and can interact with the technology, while not moving too far away from the history and culture contained inside the building.
As with Louise, Joe McFadden, the CTO of the Royal Opera House, London talked about merging technology with the historical nature of the building, while merging the historical nature of the building with technology. A project called Open Up plans to combine the digital and physical realms and engage the visitor audience by creating interactive installations and providing historical knowledge of the Royal Opera House and the many ballets and operas that have been performed there.
Holistic technology and audience engagement
The consensus of both representatives was a future with digital innovation, but on a holistic level, where history and the performing arts come first and preservation of culture are the top priorities. But as Joe pointed out, audience engagement is, in the end, a top priority as people’s expectations for a well-rounded visitor experience are high and the thirst for knowledge is strong. It’s a fine balance between technology and history.