The context of the health emergency by COVID-19 and the confinement measures adopted, have transformed the functioning of cultural spaces, including GAM Center in Santiago, Chile. Audience management strategies have been adapted to the need to keep in touch with their audiences, strengthening their links, and provide them with access to quality cultural offerings, in a scenario in which digital cultural participation habits have become more acute and the way of relating to the cultural center has changed. In this context, it is relevant to investigate the audience management strategies that GAM adopted in the 2020-2021 period, and the use of its online platforms (website and social networks) to connect with its audiences. Through a mixed methodology, for the case analysis of the GAM Cultural Centre, that combines focus groups for cultural the center team, an online questionnaire and semi-structured interviews applied to its audiences, in addition to social media analytics this article analyzes both audience management strategies and the types of relationships established by public with GAM.