Talk is cheap, tickets aren’t

Audience development is a big issue in this industry. Attendance is down, younger patrons are harder to attract, and subscription series are getting increasingly difficult to sell. In addition to all of the cultural, social, and marketing issues involved with this problem, I think a widely overlooked area is the cost of single tickets… Kennedy Center Director, Michael Kaiser coined the phrase “rich white guy” when describing today’s stereotypical orchestra patron, and he’s …

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Tomorrow’s Audience Today

Audience development. In the language of orchestral management that means getting people to show up for concerts. Those in the field are likely familiar with the Classical Music Consumer Segmentation Study conducted by the Knight Foundation, and if you aren’t I highly recommend taking a look. Although it isn’t a perfect study, it does help us begin to address this critical problem in an analytical fashion. Unfortunately, one point the study does …

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