Artisphere hosted its final performances this past weekend, as it prepares to close for good at the end of the month. Supporters decry the closure as the county government prioritizing penny pinching over the arts. But Artisphere’s financial losses may have been secondary to another problem: lack of community engagement.
The cultural center in Rosslyn spent more than $1 million on marketing over four and a half years, largely targeting D.C. area arts aficionados with newspaper ads. The strategy paid off with sold-out niche concerts and events, but failed to attract the loyalty of many Arlington residents who have a more casual appreciation for the arts.
