The heterogeneity of frequent arts consumers often goes unrecognized. The authors attempt to comprehensively profile segments within frequent arts consumers and to define differentiated marketing mix and positioning approaches that can integrate more focused relationship marketing strategies. A survey was administered to 835 persons. The responses along 22 motivational variables were subjected to factor analysis. Cluster analysis was then applied to the factor scores of frequent performing arts consumers only. Attendance was found to be influenced by six motivating factors: personal, distribution, economic, promotional, product and social. Also, frequent consumers were found to comprise three distinct segments: congenial, convenience and intrinsic. The congenial group was most influenced by the social benefits of attending performing arts events. Convenience consumers were the most drawn to distribution offerings. Intrinsic consumers were most influenced by personal benefits derived from the core product and economic incentives such as reasonable ticket prices.