2009 Orchestra Website Review: Trends & Detailed Scores

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The 2009 reviews witnessed a number of intriguing trends, the most notable being the continued surge in average scores among all budget size organizations. For the second consecutive year, the reviews produced the highest ever average score; on the flip side, that score does produce and overall low grade of D+. Nonetheless, improvement is a positive trend and with some focused attention, there is no reason why next year’s average scores can’t reach the minimum acceptable grade of B…

Grades and Scores

Trends-and-detailed-scores For 2009, overall grades showed signs of improvement. Although the percentage of orchestras to earn a minimum acceptable grade of B (80/100 or higher) comprised a minority percentage of overall scores, that figure was the highest in the review’s history. As a nod to this trend, a sizeable number of organizations moved from earning a grade of D to a grade of C. At the same time, 52 percent of orchestras earned a grade of D or F, although this percentage was down from 61 percent in the previous year’s review. The following chart illustrates the website review results by grade since 2004.

When examining the average scores by conference, this year’s review indicates that both groups are improving at nearly identical rates. For the first time in the review’s history, both conferences produced average scores that exceeded a failing grade. Moreover, both conferences appear to be improving at nearly equal rates since 2007 which is a good sign that overall budget size does not limit improvements in efficiency and design. The following chart illustrates the changes in average score by conference since 2004.

Average results by category were mixed for 2009. Overall, average scores improved but that was due mostly to rapid improvements in some categories outpacing decreases in others. Of the five review categories (Performance Schedule, Purchasing Tickets, Orchestra Information, Making Donations, Dynamic Content, and Functionality) the category to improve the most was Dynamic Content. This increase was due almost entirely to orchestras now offering social networking tools such as Facebook, Twitter, blogs, etc. when last year they offered none.

Another category to benefit from upward trends was Purchasing Tickets. Although each sub category showed some signs of improvement, the largest gains were due to the numbers of orchestras offering subscription sales through their websites whereas previous sales efforts were limited to mail and telephone orders.

The two categories to produce lower results than the previous review were Orchestra Information and Functionality. The former was due mostly to decreases in groups that provided institutional transparency documents and reduced staff contact information whereas the latter suffered from less unique offerings, troubled navigation structures, and an increase in the number of bad links. The following chart illustrates the changes in average category scores since 2004.

Detailed Scores

In order to view any orchestra’s detailed category scores, just click on their respective chart below to enlarge (TIP: Orchestras are listed alphabetically and the orchestra’s name will pop up when you drift your mouse over the chart).

Survey Responses

Returning to the 2009 reviews are the individual orchestra review surveys. The optional surveys are designed to provide readers with information about each orchestra’s website that go beyond the items included in the review, such as ticket sales information and design details. But perhaps the most valuable component is the open-ended essay question that provides the opportunity for orchestras to include any additional information they feel is relevant to their organization’s website. As such, the essay responses are presented unedited. [As a personal aside, I would like to thank each group that completed the survey and indicated they would allow the full results to be published alongside the reviews. Kudos to each orchestra for taking the time to participate in improved transparency, especially at a time when life in the office is busier than normal for most professionals!]

Austin Symphony

League Group: 3
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than $5,000.
How much single ticket revenue did your website generate during the 2008/09 season? $100,000 – $250,000
How many single tickets did you sell through your website for the 2008/09 season? 5,000 – 10,000
How much subscription ticket revenue did your website generate during the 2008/09 season? we do not sell tickets through our website
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
How much contributed revenue did your website generate during the 2008/09 season? Less than $5,000.
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: nGen Works
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? ProVenue

Boston Symphony

League Group: 1
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? $50,000+
How much single ticket revenue did your website generate during the 2008/09 season? $1,000,000+
How many single tickets did you sell through your website for the 2008/09 season? 100,000 – 150,000
How much subscription ticket revenue did your website generate during the 2008/09 season? $250,000 – $500,000
How many subscription tickets did you sell through your website for the 2008/09 season? 5,000 – 10,000
How much contributed revenue did your website generate during the 2008/09 season? $100,000 – $250,000
1. Comment: I presume you mean contributions/donations by this.
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? $250,000 – $500,000
Is your website designed on-premises or by a contracted developer/firm? on-premises
1. Comment: Staff of 4
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Tessitura
Open essay: This past year we added a digital music service, from which patrons can purchase digital music directly from the website within the same shopping cart experience as that for purchasing tickets. Fulfillment is done in-house.

Elgin Symphony

League Group: 3
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and $5,000 – $7,500
How much single ticket revenue did your website generate during the 2008/09 season? $50,000 – $100,000
How many single tickets did you sell through your website for the 2008/09 season? 5,000 – 10,000
How much subscription ticket revenue did your website generate during the 2008/09 season? $5,000 – $10,000
How many subscription tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much contributed revenue did your website generate during the 2008/09 season? Less than $5,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? Less than $5,000
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Distillery Studios, Madison, WI
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Theater Manager

Florida Orchestra

League Group: 2
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and $20,000 – $30,000
How much single ticket revenue did your website generate during the 2008/09 season? $100,000 – $250,000
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much subscription ticket revenue did your website generate during the 2008/09 season? $5,000
How many subscription tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much contributed revenue did your website generate during the 2008/09 season? $5,000 – $10,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Horizon Marketing www.horizonmarketing.com
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? tickets.com (ProVenue)
Open essay: tickets.com (ProVenue)

Fort Wayne Philharmonic

League Group: 3
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and $5,000 – $7,500.
How much single ticket revenue did your website generate during the 2008/09 season? $100,000 – $250,000
1. Comment: 28% increase over previous season
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
1. Comment: 3000 tickets sold online – 20% of our total single tickets sold
How much subscription ticket revenue did your website generate during the 2008/09 season? Less than $5,000
How many subscription tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much contributed revenue did your website generate during the 2008/09 season? we do not collect donations through our website
1. Comment: Did not have ability for online donations in 2008-09 season – will implement in 2009-10
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
Is your website designed on-premises or by a contracted developer/firm? on-premises
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Tickets.com
Open essay: Our website was under significant renovation throughout the 2008-09 season.

Fresno Philharmonic

League Group: 4
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent.
How much single ticket revenue did your website generate during the 2008/09 season? $25,000 – $50,000
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much subscription ticket revenue did your website generate during the 2008/09 season? we do not sell tickets through our website
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
How much contributed revenue did your website generate during the 2008/09 season? Less than $5,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? Less than $5,000
Is your website designed on-premises or by a contracted developer/firm? on-premises
Do you have the ability to make changes to your website directly? Yes
Which box office software/arts enterprise software management products do you currently use at your website? Choice Ticketing Software
Open essay: We’re consistently striving to make the site more interactive and relevant — but sometimes we get behind do to small staff and budget. Our site is a forever evolving project! =)

Honolulu Symphony

League Group: 2
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent
How much single ticket revenue did your website generate during the 2008/09 season? Less than $5,000
1. Comment: Because of our contract with Ticketmaster, we are not allowed to sell single tickets through our website.
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
1. Comment: same as above.
How much subscription ticket revenue did your website generate during the 2008/09 season? Less than $5,000
How many subscription tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much contributed revenue did your website generate during the 2008/09 season? $5,000 – $10,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? Less than $5,000
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Bigger Bird Creative
Do you have the ability to make changes to your website directly? No.
Which box office software/arts enterprise software management products do you currently use at your website? Ticket Master
Open essay: There has been a lack of coordinated effort in online sales in the past two seasons, but will change this year.

Indianapolis Symphony

League Group: 1
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and $20,000 – $30,000.
How much single ticket revenue did your website generate during the 2008/09 season? $500,000 – $1,000,000
How many single tickets did you sell through your website for the 2008/09 season? 10,000 – 25,000
How much subscription ticket revenue did your website generate during the 2008/09 season? $5,000 – $10,000
1. Comment: FY09 was the first season we actively sold subscriptions online.
How many subscription tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much contributed revenue did your website generate during the 2008/09 season? $10,000 – $25,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? $5,000 – $10,000
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: DigitalWork
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Tessitura

Kalamazoo Symphony

League Group: 4
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than $5,000
How much single ticket revenue did your website generate during the 2008/09 season? $25,000 – $50,000
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much subscription ticket revenue did your website generate during the 2008/09 season? we do not sell tickets through our website
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
How much contributed revenue did your website generate during the 2008/09 season? Less than $5,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? Less than $5,000
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Tytix

Los Angeles Chamber Orchestra

League Group: 2
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent.
How much single ticket revenue did your website generate during the 2008/09 season? $100,000 – $250,000.
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000.
1. Comment: The total 3 of internet tickets was app. 2500, but that is out of app. 20,000-25,000 tickets for the whole season… just to put it in perspective.
How much subscription ticket revenue did your website generate during the 2008/09 season? We do not sell tickets through our website.
1. Comment: We sell single tickets, but no subscriptions through the website – I believe the ability for our software to do this has only just become available. I believe we are hoping to start with subscriptions next season. We will see…
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
1. Comment: see above.
How much contributed revenue did your website generate during the 2008/09 season? $5,000 – $10,000
1. Comment: This is a very rough estimate. We do collect donations through our website, however, we have not been tracking this information. I have seen a large increase over the past couple of years, and am pretty sure we broke $5,000 this year – but it would be just barely.
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
1. Comment: If you look at our page, we do have a merchandise page, but sales actually go through Amazon, or must be called in to purchase – we otherwise do not sell merchandise on our site.
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Our website’s Content Management System was designed by Polychrome, and the design is maintained/updated by independent contractors. We are able to make changes to the content, but not the design.
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Choice Ticketing Software
Open essay: We also do a lot of online activity with social networking sites. We have a fairly active Twitter base, Facebook, Myspace, Flickr account, Instant Encore, etc. We try to integrate between our site and these outside additions to our online activities as much as possible – while focusing each on the different audiences. Thank you for continuing your website review survey. We always enjoy reading the reviews of our site, and other orchestra sites around the country.

Memphis Symphony

League Group: 3
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? 6% – 10% and $15,000 – $20,000
How much single ticket revenue did your website generate during the 2008/09 season? $25,000 – $50,000
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much subscription ticket revenue did your website generate during the 2008/09 season? Less than $5,000
How many subscription tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much contributed revenue did your website generate during the 2008/09 season? Less than $5,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Archer Malmo
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website?
Open essay: We are launching a new website at the end of October.

Nashville Symphony

League Group: 1
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent.
How much single ticket revenue did your website generate during the 2008/09 season? $1,000,000+
How many single tickets did you sell through your website for the 2008/09 season? 25,000 – 50,000
How much subscription ticket revenue did your website generate during the 2008/09 season? $250,000 – $500,000
How many subscription tickets did you sell through your website for the 2008/09 season? 5,000 – 10,000
How much contributed revenue did your website generate during the 2008/09 season? $10,000 – $25,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? Less than $5,000
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Lynch2
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Tessitura

New Jersey Symphony

League Group: 1
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and $15,000 – $20,000
How much single ticket revenue did your website generate during the 2008/09 season? $250,000 – $500,000
How many single tickets did you sell through your website for the 2008/09 season? 5,000 – 10,000
How much subscription ticket revenue did your website generate during the 2008/09 season? $100,000 – $250,000
How many subscription tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much contributed revenue did your website generate during the 2008/09 season? $10,000 – $25,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? $5,000 – $10,000
Is your website designed on-premises or by a contracted developer/firm? on-premises
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Ticket Master and Paciolan

Orchestra Iowa

League Group: 4
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? 10% – 15% and $7,500 – $10,000.
How much single ticket revenue did your website generate during the 2008/09 season? $25,000 – $50,000
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much subscription ticket revenue did your website generate during the 2008/09 season? we do not sell tickets through our website
1. Comment: Subscriptions were available online beginning in 2009-10.
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
1. Comment: Subscriptions were available online beginning in 2009-10.
How much contributed revenue did your website generate during the 2008/09 season? $5,000 – $10,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? Less than $5,000
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Informatics (Cedar Rapids)
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Choice Ticketing Software

Philadelphia Orchestra

League Group: 1
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent.
How much single ticket revenue did your website generate during the 2008/09 season? $1,000,000+
1. Comment: 40% of total single ticket revenue
How many single tickets did you sell through your website for the 2008/09 season? 10,000 – 25,000
1. 33% of single ticket seats
How much subscription ticket revenue did your website generate during the 2008/09 season? $500,000 – $1,000,000
1. 13% of total subscription revenue
How many subscription tickets did you sell through your website for the 2008/09 season? 10,000 – 25,000
1. 14% of total subscription seats
How much contributed revenue did your website generate during the 2008/09 season? $10,000 – $25,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? $10,000 – $25,000
1. Comment: Comes through our Online Music Store which is hosted on a separate domain, but is linked from the main Orchestra website.
Is your website designed on-premises or by a contracted developer/firm? on-premises
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Tessitura and OPAS
Open essay: The Philadelphia Orchestra website is maintained by our in-house Web Manager and Designer. In September of 2008 we re-launched an newly designed website in line with our new brand identity. The redesign was developed by Electronic Ink. They created the new site mapping, design, and worked with our internal team to develop systems to transfer dynamic data from Tessitura and other CMS. With the Philadelphia Orchestra’s new brand, all static and dynamic content is accessible to Marketing, PR, Communications, & IT staff.

Richmond Symphony

League Group: 3
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and $10,000 – $15,000
How much single ticket revenue did your website generate during the 2008/09 season? $50,000 – $100,000
1. Comment: $99,938.25
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
1. Comment: 2943
How much subscription ticket revenue did your website generate during the 2008/09 season? we do not sell tickets through our website
1. This is a new feature we launced [sic] in August 2009 with our new ticketing system and will report on those findings in next years [sic] survey
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
How much contributed revenue did your website generate during the 2008/09 season? $5,000 – $10,000
1. Comment: $6332
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: Biznet Internet Services
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Ticket Master and Archtics
Open essay: We have recently changed ticketing systems and will now have the ablilty [sic] to not only sell single tickes [sic] but also subscriptions which something we have not been able to do up until now.

Santa Rosa Symphony

League Group: 3
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and less than $5,000.
How much single ticket revenue did your website generate during the 2008/09 season? $25,000 – $50,000
1. Comment: This was a decrease from the previous season but was reflective of a decrease of all single ticket sales.
How many single tickets did you sell through your website for the 2008/09 season? Less than 5,000
How much subscription ticket revenue did your website generate during the 2008/09 season? we do not sell tickets through our website
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
How much contributed revenue did your website generate during the 2008/09 season? Less than $5,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
Is your website designed on-premises or by a contracted developer/firm? on-premises
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Theater Manager

Spokane Symphony

League Group: 3
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? 6% – 10%
How much single ticket revenue did your website generate during the 2008/09 season? $100,000 – $250,000
How many single tickets did you sell through your website for the 2008/09 season? 10,000 – 25,000
How much subscription ticket revenue did your website generate during the 2008/09 season? we do not sell tickets through our website
How many subscription tickets did you sell through your website for the 2008/09 season? we do not sell tickets through our website
How much contributed revenue did your website generate during the 2008/09 season? $10,000 – $25,000
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? we do not sell merchandise or other items through our website
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: We do all the population of information on the website created and supported by Zipline.
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Paciolan
Open essay: We increased our email marketing list that links to our website from 1892 in June 2008 to 5905 in June 2009.

Symphony Silicon Valley

League Group: 4
What percentage and dollar amount, less employee salary, of your marketing budget is allocated toward all website activities? Less than five percent and between $5,000-$7,500.
How much single ticket revenue did your website generate during the 2008/09 season? We do not sell tickets through our website.
1. Comment: A little misleading as our web sales are through a third party vendor (ticketmaster) and some of that goes through our site, but much of it is a direct connect with them. I don’t have a tracking mechanism to discern which is which right now.
How many single tickets did you sell through your website for the 2008/09 season? We do not sell tickets through our website.
1. Comment: same answer as above
How much subscription ticket revenue did your website generate during the 2008/09 season? We do not sell tickets through our website.
1. Comment: Here we don’t really try to sell these without a one-on-one connection.
How many subscription tickets did you sell through your website for the 2008/09 season? We do not sell tickets through our website.
How much contributed revenue did your website generate during the 2008/09 season? $5,000 – $10,000
1. Comment: modest periodic gifts
How much other revenue (merchandise, recordings, etc.) did your website generate during the 2008/09 season? We do not sell merchandise or other items through our website.
Is your website designed on-premises or by a contracted developer/firm? contracted developer/firm
1. Comment: We can make certain textual updates internally, but major design areas are from an outside source.
Do you have the ability to make changes to your website directly? Yes.
Which box office software/arts enterprise software management products do you currently use at your website? Ticket Master
Open essay: We are acknowledged luddites in a world of tech savvy folks. We are on the verge of a major upgrade, but I could have told you that last year with the same enthusiasm. I hope it’s really true this time.