Gen Z is the most experience-driven generation to date. According to a 2023 survey from Freeman, 71% of Gen Z consumers said their trust increased after attending a live event — indicating strong appreciation for in‑person gatherings over purely digital or material experiences. They value intimacy, authenticity, and shared energy, which makes Performing Arts Centers a natural match for their interests. Meanwhile, a 2025 study by Eventbrite found that 73% of 18 to 35‑year‑olds plan to attend live events in the next six months, and 84% of attendees reported forming friendships through those experiences.
Performing Arts Centers are uniquely equipped to meet this demand. They already offer the production infrastructure that modern audiences expect — strong acoustics, high-quality lighting, flexible staging, and experienced staff. That foundation allows PACs to evolve beyond traditional programming. A theatre that once presented a ballet can now host an indie music night, a creator showcase, a live podcast taping, or a social-media-driven comedy performance.
There are key examples of this across the United States showing this shift in action. The Kauffman Center in Kansas City drew 80-90% capacity for Snarky Puppy with significant Gen Z and Millennial attendance. Their spoken word performance with Rupi Kaur brought in an audience that was 80% between the ages 18 to 34, with many first-time visitors. The Future Stages Festival brings in around 3,000 attendees annually and has welcomed more than 45,000 people overall.
Other Performing Arts Centers are seeing similar results. The Denver Center created Off Center, a program dedicated to immersive and walk-through theatrical experiences. Portland Center Stage sold more than seven hundred youth passes in one year. The AT&T Performing Arts Center in Dallas uses social-first marketing, comedy events, and culturally relevant programming to build strong relationships with younger audiences.
These successes reflect a broader trend: the demand for live, in-person events is stronger than ever. A 2024 RainFocus survey found that 73% of attendees prefer in-person experiences over virtual ones, and research from WiFiTalents shows that 80% of Millennials and Gen Z prioritize experiences over material goods.
This shift is reshaping audience behavior, with interactive experiences, modern booking preferences, and culturally aligned storytelling drawing younger demographics into theatres at a growing rate. With their versatile infrastructure, production expertise, and ability to deliver immersive, memorable programming, PACs are uniquely positioned to meet this demand — and to thrive as the venues best equipped to create the live moments today’s audiences crave.
Live entertainment is becoming a defining part of Gen Z’s identity. Research from McKinsey, Eventbrite, and the National Endowment for the Arts shows that younger audiences prioritize memorable moments, shared connection, and events that feel personal. More than 60% prefer concerts and shows in intimate or unconventional venues. Performing Arts Centers naturally meet these expectations offering emotional impact, community, and an environment built for storytelling and connection.
Imagine Marshmello turning a theatre into a high-energy dance experience, or Kehlani delivering an intimate acoustic set that makes fans feel part of a shared moment. Picture fandom-themed events or creative festivals that bring digital communities into real life. These are exactly the kinds of experiences younger audiences crave, and PACs are uniquely positioned to deliver them.
Historic venues like The Rave in Milwaukee prove this model works. Built in 1927, it has evolved into a modern cultural hub hosting artists from Bob Dylan to Gucci Mane while staying relevant to younger fans. This evolution is becoming a blueprint for Performing Arts Centers nationwide.
According to Feed Spot, PACs are growing rapidly across the country, even in smaller cities, offering tangible, meaningful experiences in an increasingly digital world. By blending cultures and genres like hip-hop with orchestral music, artists such as Young Jeezy are bringing diverse audiences together and revitalizing these nostalgic spaces.
Gen Z is the most inclusive and community-focused generation yet. They want belonging, cultural representation, and entertainment that reflects their values. Performing Arts Centers already function as cultural anchors, giving them a natural advantage in connecting with younger audiences.
Many PACs are embracing this by offering youth talent showcases, multicultural festivals, community markets, inclusive theatre programs, and events featuring local creators. Smaller theatres provide intimacy, while larger venues offer scale, but the real draw is the sense of connection and representation. Young attendees want to feel welcome, understood, and part of something meaningful.
When PACs design programming around culture rather than tradition alone, they build stronger relationships with the next generation. Research from the Urban Institute and the Wallace Foundation shows that much arts participation happens in community-centered venues, and that culturally diverse, engagement-focused programming significantly increases attendance and repeat visits among younger audiences. By prioritizing inclusion and shared experience, PACs can become vibrant hubs where Gen Z feels seen, represented, and inspired.
Many Performing Arts Centers are just beginning to explore youth-focused programming. Often, a single concert or creator-driven event reveals strong demand and exposes broader opportunities. Sometimes this happens by chance; a rental, a young promoter, or a unique idea uncovers the potential of younger audiences. With studies showing that 72% of Gen Z prefers experiences over material goods, there is significant untapped opportunity for PACs willing to experiment.
BDC Network reports that many modern performing-arts facilities are designed as flexible, multipurpose spaces that can shift between concerts, immersive shows, theatre, and community events without major changes. This flexibility allows PACs to test new ideas with low risk.
One successful activation can serve as proof of concept, paving the way for expanded youth-targeted concerts, immersive events, creator programming, and community festivals that ultimately opening new revenue streams and deepening community relevance.
Performing Arts Centers already possess everything Gen Z and Gen Alpha want in modern entertainment. They offer creativity, connection, community, high quality production and a place where local culture can thrive. When PACs combine innovative programming with authentic outreach, they strengthen relationships with existing patrons while welcoming entirely new audiences. Also, it gives everybody a great place just to party and have fun from going through the everyday stages of life. Taking these venues and bringing them back to life is the main goal and there is still work to do. Gen Z and Gen Alpha are shaping the future of live entertainment. Theatres that embrace this shift will not only remain relevant but become essential cultural destinations for decades to come.
At Degy Entertainment, we support Performing Arts Centers, universities and community venues as they build modern programming strategies that meet the expectations of today’s audiences. From creative concept development to artist booking and audience engagement, our team works where entertainment and community come together. We are bringing everything together to help continue to push the culture forward to higher levels.
The next generation is ready for something new. The stage is ready for something unforgettable. If they are willing enough and daring enough, Performing Arts Centers can certainly lead the evolution of live entertainment and to create a cultural environment where all ages come together to celebrate creativity, music and community in a powerful and lasting way.
---------------------------------------------------------------------------------
Q: Why are Gen Z and Gen Alpha important audiences for PACs?
A: These generations prioritize experiences over material goods, value community and representation, and seek immersive, interactive entertainment. PACs can deliver these experiences while cultivating long-term audiences.
Q: What types of programming appeal to younger audiences in PACs?
A: Immersive concerts, creator showcases, comedy and hip-hop events, multicultural festivals, and interactive community programs resonate strongly with younger demographics.
Q: How can PACs maintain their legacy while attracting younger audiences?
A: By blending traditional offerings like classical concerts with modern events, theatres can expand their audience base without sacrificing their established identity.
Q: Which artists and events are successfully attracting younger audiences to PACs?
A: Artists like Marshmello, Kehlani, Snarky Puppy, and Young Jeezy, alongside creator showcases and youth-centered programs, are driving engagement and attendance.