I recently found two orchestras that are actively implementing an idea that I’ve been advocating here for awhile: marketing to the under 30 demographic. Conventional wisdom in this industry states that it isn’t worthwhile to market toward a demographic that is expensive to attract and notoriously fickle in their tastes.
But I don’t always buy conventional wisdom; I find that all too often it allows an organization to become self satisfied and no longer work to its maximum ability. In essence, it creates a follower mentality, which in this business results in nothing more than a slow and painful demise.