WolfBrown’s Loyalty Labs is a practitioner-driven Research & Design initiative to fast-forward the design, testing and adoption of new customer relationships in the performing arts sector. Building on years of audience research, these practice areas, known as Labs, explore how people form meaningful connections with programs, artists, and organizations in today’s highly fragmented attention economy.

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We believe arts organizations need to work quickly and collaboratively – across different art forms and locations – to build stronger community connections and relationships with a broader public.

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Loyalty Labs aims to:

• Crowdsource new ideas and examples of interesting models

• Support research, design, and prototyping of new customer relationships

• Share successful ideas quickly with all members

• Work with service organizations and agencies to share what’s learned sector-wide​​​​​​​​​​