This is a final work made on the basis of research on the preferences of the cultural content of young people based on the concert hall, in this case the Vatroslav Lisinski Concert Hall. The paper begins with the author's opening words and the introduction states the goals and methodology of the paper. Part of the work is dedicated to the Vatroslav Lisinski Concert Hall. The history of the hall is discussed and the offer of cultural and artistic events is presented. Reading the paper further, two analyzes are performed. The first is an analysis of existing trends in the marketing of cultural and artistic events and as part of the same analysis of the preferences of young people when choosing a place to go out. Another analysis is a comparison of the marketing advertising of the Vatroslav Lisinski Concert Hall and the famous American Carnegie Hall Concert Hall. The theoretical part of the paper looks at the concept and process of consumer behavior, market research and factors that influence consumer behavior. After the theoretical part comes the research part in which the research is described, the results are presented and interpreted and a proposal for improving the promotion is given, which was made on the basis of the research. The very end of the paper is reserved for the conclusion of the research and the concluding words of the author.