Zagreb, September 16, 2025 – As part of the International Forum on Audience Development at the Croatian National Theatre (HNK) in Zagreb, a panel entitled “The Art of Investing in Culture: A New Dynamic of Support” brought together Iva Hraste-Sočo, General Manager of HNK Zagreb, Darko Horvat, President of the Management Board of BOSQAR d.d., Nikola Dujmović, Co-founder and CEO of SPAN, and Božo Skoko, Vice-Rector of Algebra Bernays University and founder of Millenium Promotion (MPR).
During a discussion moderated by Snježana Banović, the panelists emphasized the importance of partnerships between cultural institutions and their sponsors, with the shared goal of developing culture and nurturing new audiences.
After the panel, Mario Gigović, Director of Creative Production at HNK Zagreb, presented case studies under the title “From Idea to Ovation: Anatomy of a Sold-Out House”, showcasing how strong partnerships between institutions and sponsors can shape audience development.
“We build on the legacy of those before us, but also on an understanding of contemporary social dynamics. HNK Zagreb combines traditional audience relations, such as our subscription system, with innovative formats – working with sponsors and partners on the digital transformation of the theatre. For example, in collaboration with BOSQAR, we have carried out personalized communication campaigns primarily aimed at enhancing the audience experience. Using both traditional and modern methods has proven ideal for HNK as Croatia’s central national theatre, since our audience spans a wide generational spectrum,” Iva Hraste-Sočo said.
She highlighted that last season HNK recorded a record 5,600 subscribers, sold up to 13,500 tickets in a single day for certain performances, and adapted programming based on audience feedback – such as moving the Zagreb Opera Festival from June to September. She particularly emphasized cooperation with BOSQAR INVEST in the fields of digital transformation and audience development.
“BOSQAR INVEST entered this partnership with the idea that a sponsor should not be a ‘silent partner’ who simply provides funding and walks away. We wanted to be active participants, bringing knowledge and experience. Yes, financial support was the foundation – but we knew from the start it wouldn’t be enough. That’s why we offered HNK what we deliver in the business world: digitalization, new sales tools, activation campaigns, and advanced customer support. Today, average occupancy is 95%, subscriber numbers have grown by 57% thanks to the repertoire and improved experience, and we’re proud to have contributed to these results. Our latest joint project is an AI Concierge for HNK – an AI tool that will enable automated audience communication, with the option to switch to a live agent when needed. In this way, we put technology at the service of people while preserving the essence of culture: human contact, trust, and emotion,” BOSQAR’s Darko Horvat noted.
A New Paradigm of Culture and Business
SPAN’s Nikola Dujmović stressed that national theatres must be technologically advanced.Ok
“For a long time, culture’s relationship with IT was not at a professional level. But it turned out that younger audiences do want to come – you just need to reach them. Audience development is key. Culture exists, but communication is the bridge.”
MPR founder Božo Skoko pointed out that modern sponsorship goes far beyond logo placement.
“If we look back, cultural support once came from patrons, which is how the very first HNK building on the Upper Town was constructed. Later, from the 1970s to the 1990s, we had donations and sponsorships that were purely transactional – money in exchange for visibility. Today, companies choose sponsorships based on values they want to be associated with, whether it’s sporting strength and adrenaline or cultural refinement. Sponsors now want to be partners, exchanging knowledge and resources to create something new and beneficial – for employees, audiences, and the community. Likewise, cultural institutions and sports organizations choose their sponsors carefully, also in the context of values.”
According to Mario Gigović, it is precisely new, innovative projects and collaborations that have brought new audiences to HNK Zagreb.
“We have a well-structured system for the strategic development of partnerships with the private sector, and our sponsors share our values and want to invest in culture and develop the theatre together with us. For example, with BOSQAR we are currently in the pre-launch phase of a new AI tool – an AI Theatre Concierge. Thanks to this tool, we will further optimize communication with audiences, who will at any time be able to access information about the theatre, box office, cast, performances, and subscriptions.”
The Forum also included a workshop on audience and sponsor relationship development, organized by FEDORA, Europe’s largest philanthropic association based in Paris, and led by Diandra de Lima.
Innovation at the Heart of Tradition
In addition to introducing AI tools, HNK Zagreb continues to broaden its reach through other innovative projects – from livestreaming the ballet “The Nutcracker” in front of the theatre in December, to special events tailored for specific audiences, particularly Millennials and Gen Z, such as a series of electronic music events.”
As Hraste-Sočo emphasized: “The theatre must live with its time and with the community it serves.”
BOSQAR INVEST, the theatre’s general sponsor, and HNK Zagreb began their cooperation three years ago, working together on digitalization and improving customer experience.
The partnership has expanded HNK’s user databases, driven successful ticket sales campaigns, supported the Ballet School in Zagreb, and strengthened overall audience engagement.
The next goal is to further enhance subscriber communications and integrate AI-powered support services based on the technology of BOSQAR company GRAIA, ensuring 24/7 access to information, greater efficiency, and an even higher level of audience satisfaction.
