The record audience and the positive results of the LAC, recorded despite the aftermath of the pandemic, demonstrate the resilience and ability to adapt of the cultural centre.
Season 22/23: record audience
The 22/23 season was characterized by surprising public success. With 66 spectators distributed over 725 performances, of which 196 sold out, and an average occupancy in the theater of 51%, the LAC has achieved record figures since its opening as a cultural center dedicated to the performing arts. This data demonstrates that LAC has been able to recover faster and more successfully than the cultural sector average, thanks to impeccable responsiveness, the implementation of new digital tools to engage audiences and revenue development strategies planned throughout the pandemic and implemented with the recovery.
Growth in cultural mediation activity
The cultural mediation activity grew considerably, involving over 30 participants (excluding the students who attended the shows, already counted above). Among these, 547 were students from various schools in Italian-speaking Switzerland. The LAC has proven to be a hub for the community, offering educational and engaging programs.
Success of private events
The success of the LAC also extended to private events, which during the season rented 551 rooms for 246 events, with the participation of over 25 people. This confirms LAC's ability to recover from the pandemic crisis also in the private events sector.
At the theatre, record audience
The 58% increase in theater attendance compared to 2019 reflects the community's interest and participation in the cultural proposals of the LAC. These findings also highlight the effectiveness of the promotion, season planning and public engagement strategies developed during the forced closure and successfully implemented during the reopening.
LAC+: a successful membership
A significant change is represented by LAC+, the new LAC membership program , which has surpassed 1,300 members in just over a year. This model has reversed the negative trend of traditional theater subscriptions, including reaching 50% of members who previously did not attend the LAC. This membership offers a flexible and accessible offering to the public, including discounts on performances, admission to exhibitions, and theater and dance festivals, creating a community around the LAC and facilitating dialogue with the public.
Financial sustainability
LAC has demonstrated a greater ability to generate revenue and increase self-financing, representing a significant portion of the cultural center's overall budget. This change in mission and management model allowed LAC to flexibly manage different sources of revenue, overcoming the pandemic without serious losses and generating its own revenues of 8,15 million francs in the season just concluded.
Integration of LuganoMusica
The LAC project will be further strengthened with the integration of the LuganoMusica Foundation starting from the 24/25 season, completing the transformation from a place of hospitality to an engine of development and cultural production. This integration will consolidate LAC's role as a multidisciplinary cultural hub, offering a unified platform for classical music and the performing arts.
Territorial sustainability
LAC has demonstrated a strong commitment to spending in the area, contributing to the local and regional economy. 82% of the total expenditure was invested in the area, contributing to the economic growth of the region.
Theater room at maximum use
The LAC Theater Hall recorded maximum capacity use, with 315 days of occupancy. This intense activity has forced the organization to give up various collection opportunities.
24/28 mandate and integration of LuganoMusica
Mandate 24/28 includes a significant integration with LuganoMusica , consolidating LAC's role as a multidisciplinary cultural center. This integration will further enhance its cultural offerings and identity, creating a unified platform for music and the performing arts.
In conclusion, the LAC has demonstrated an extraordinary capacity for adaptation, growth and success, consolidating its position as an important cultural hub in Lugano and beyond.
