6 Lessons for strong arts organization redesigns

Our approach to elevating the digital presence of opera, symphony, and arts organizations

When it comes to arts organizations, a website isn’t just a digital space. It’s an extension of their identity, a hub for storytelling, and a powerful tool for reaching patrons and supporters. 

At Standard Beagle, we’ve had the privilege of working on arts organization redesigns for renowned clients like Austin Opera, Dallas Opera, and the Kalamazoo Symphony. Each project taught us invaluable lessons about crafting websites that truly resonate with an arts audience.

Here are six key lessons we’ve learned about designing effective, engaging, and adaptable websites for the arts.

Lesson 1: Use flexibility to design for unpredictable change

If the past few years taught us anything, it’s the importance of preparing for the unexpected. When the pandemic hit, arts organizations had to pivot quickly, moving performances online and experimenting with digital experiences. Flexibility became essential as event schedules evolved, and streaming options became a new norm in arts organization redesigns.

What we learned

To help organizations adapt, we prioritize flexible website sections that can change on the fly. By designing adaptable modules, we make it easier for arts organizations to transition from in-person events to live streams, digital galleries, or virtual events. This flexibility ensures that no matter what comes next, their digital presence can quickly adjust to support new ways of connecting with audiences.

Examples in action

For the Dallas Opera, we implemented modular event pages that their team could easily adapt from traditional performances to live-streamed events. This approach allowed them to add new content types — like virtual ticketing or video previews — without complex backend changes. The setup also provides a foundation for Dallas Opera to adjust content as audience needs evolve.

What could be done

Here’s what we recommend — increase adaptability during arts organization redesigns by building custom modules that support live streaming or interactive content. These features can be swapped in or out as needed, enabling even faster pivots in the future.

Lesson 2: Design for Tessitura integration

For many arts organizations, Tessitura powers ticketing, memberships, and donations. Integrating Tessitura with the website can provide a seamless experience for patrons, but this integration needs to be balanced with budget considerations and technical needs.

What we learned

There’s no one-size-fits-all approach to Tessitura integration. Some organizations benefit from a “tight” integration, which enables real-time website updates and seamless ticketing. It’s also easier to maintain. Others may prefer a “lighter” integration that’s more budget-friendly while still providing an effective Tessitura experience.

Examples in action

For the Kalamazoo Symphony, we used a light integration with Tessitura. Patrons could view event details on the website and seamlessly link to the Tessitura platform for ticket purchases. This approach met their budget needs while still delivering a smooth ticketing experience. Austin Symphony, in contrast, originally opted for full Tessitura integration, enabling real-time updates on ticket availability and member pricing right on the site. This streamlined experience made it simple for patrons to purchase tickets and manage memberships in one place.

What could be done

Tessitura already makes it easier for their patrons to manage their membership or donate. For arts organizations ready to take their Tessitura experience further, we suggest thinking about how tightly you can make the overall experience during the next arts organization redesigns. Tessitura can be skinned to look like your website and provide a seamless experience for buying tickets and managing memberships.

Lesson 3: Content management needs to be easy for small teams

Many arts organizations operate with lean teams who juggle multiple roles. When the website’s backend is too complex, content management can quickly become burdensome, causing updates to fall behind and potentially affecting patron engagement.

What we learned

A well-designed CMS can empower small teams to keep content fresh without advanced technical skills. For arts clients, we focus on simplifying backend processes — like adding events, updating schedules, and creating galleries — so they can keep content up-to-date with minimal hassle. We’ve found WordPress is a great fit for these situations.

Examples in action:

For the Kalamazoo Symphony, we built a WordPress CMS website with reusable event blocks that their team could easily customize for each new performance. The process for uploading images, adding event details, and managing the calendar was streamlined so that even non-technical team members could quickly update the site.

What could be done:

Arts organization redesigns are the perfect time to think about how easily a small team can manage the CMS. They could further leverage a well-designed CMS with user-friendly training materials or automation to reduce manual work. Automating updates for event listings or season announcements could streamline processes even more, particularly for smaller teams.

Lesson 4: Highlight unique value – Bringing the organization’s story to life

Arts organizations thrive on storytelling — this helps them connect with audiences through their mission and history. Their websites should reflect this unique value and capture the spirit of their work, giving patrons insight into both current and upcoming productions.

What we learned

We emphasize visually compelling storytelling to showcase everything from artist profiles to the organization’s history. Each website we create is crafted to help organizations tell their story in a way that resonates with both long-time patrons and newcomers alike.

Examples in action from the Dallas Opera:

For Dallas Opera, we focused on showcasing their brand and key upcoming events, highlighting what patrons needed to know most. Though we didn’t create a specific “Opera Stories” section, we structured the site to make it easy for visitors to access featured performances and season details.

What could be done

For organizations interested in going further, we recommend a dedicated storytelling section that could feature behind-the-scenes content, artist interviews, or multimedia galleries. This feature would create a digital space where patrons connect with the art and artists, potentially boosting memberships and donations.

Lesson 5: Emphasize accessibility for a wider audience reach

Arts organizations are for everyone, which means their websites should be accessible to everyone. From patrons with disabilities to users of all ages, designing with accessibility in mind ensures inclusivity and compliance with accessibility standards.

What we learned

Simple design choices, like high-contrast text, screen-reader-friendly labels, and easy navigation, make a world of difference. We prioritize accessibility as an essential part of every arts organization redesign, helping ensure that all patrons can enjoy their content.

Examples in action from the Kalamazoo Symphony

For the Kalamazoo Symphony website, we leveraged WordPress’ built-in accessibility tools, but we also made sure to consider and implement accessibility during the design phase. We focused on high-contrast color options, using alt text, developing clean HTML, and implement an intuitive navigation for screen readers and keyboard users. These updates expanded accessibility, creating a seamless experience for all visitors.

What could be done

Take accessibility further during arts organization redesigns by adding adjustable text sizing, screen reader-ready content structures, or even multilingual translation for broader access. 

The only caveat — make sure any third-party accessibility tool doesn’t get in the way of screen readers or other tools. We don’t recommend accessibility overlays, which are merely a band-aid and actually cause more accessibility issues than they solve.

Lesson 6: Design for multiple user types – Catering to both newcomers and loyal patrons

An arts organization’s audience is diverse: some patrons have been attending performances for decades, while others are discovering the organization for the first time. In addition, age ranges vary widely, so younger visitors may expect modern, engaging designs, while older patrons value clear, straightforward navigation.

What we learned

We design navigation that’s intuitive for newcomers while giving returning patrons fast access to key areas like tickets, event calendars, and donation portals. Balancing design elements to cater to different user types makes the website more welcoming for everyone.

Examples in action from Austin Opera

For Austin Opera, we designed a homepage that appeals to both young, digital-savvy visitors and seasoned patrons. A dynamic event carousel showcased current season highlights for new visitors, while returning users could log in to Tessitura for quick access to benefits, season tickets, and member-only content.

What could be done

Arts organizations could enhance this approach by offering user-customized dashboards that allow returning patrons to see upcoming events based on past attendance, creating a personalized experience that appeals to all ages and interests.

Conclusion: Arts organization redesigns require strong UX

Designing websites for the arts is about more than just visuals; it’s about creating a digital space that reflects an organization’s mission, adapts to changing needs, and serves a wide range of users. 

At Standard Beagle, we take pride in our arts organization redesigns and believe in the power of thoughtful, user-focused design to help arts organizations engage and grow their audiences. If your organization is ready to enhance its digital presence, let’s talk about how we can make your vision a reality.