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New World Symphony America’s Orchestral Academy New Audience Initiative

New World Symphony America’s Orchestral Academy New Audience Initiative . Alternate Concert Formats. Encounters. Journey (Extended Traditional). Pulse. $2.50 Mini. $2.50 Mini-Concerts. 30-minute concerts performed at 7:30, 8:30 and 9:30 PM. All tickets $2.50.

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New World Symphony America’s Orchestral Academy New Audience Initiative

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  1. New World Symphony America’s Orchestral Academy New Audience Initiative

  2. Alternate Concert Formats Encounters Journey (Extended Traditional) Pulse $2.50 Mini

  3. $2.50 Mini-Concerts • 30-minute concerts performed at 7:30, 8:30 and 9:30 PM • All tickets $2.50 • Short, live commentary by one or two musicians, accompanied by projection of complementary images and videos

  4. Mini-Concert Findings Mini-Concert Findings

  5. ENCOUNTERS

  6. ENCOUNTERS

  7. Encounters Findings

  8. PULSE – LATE NIGHT AT NEW WORLD SYMPHONY

  9. Pulse Findings • Pulse Findings

  10. Comparing Format Effectiveness of Attracting New Patrons

  11. Satisfaction Ratings While longer programs can offer more variety, the value and impact derived from shorter concerts can be very strong.

  12. Alternate Performance Formats Outperform Traditional Formats in Attracting New Audiences 10 1104 48 1435 (Paid Events in 2012-13 Season)

  13. Alternate Performance Formats Outperform FREE Events in Attracting New Patrons 10 1104 27 686 (2012-13 Season)

  14. % Of First-Time, Alternate-Format Patrons That Have Made Subsequent Ticket Purchases Season entered the database

  15. Alternate Format Research Partners 1 Hour Events with Narration Charlotte Symphony – KnightSounds Kansas City Symphony – Classics Uncorked San Diego Symphony – Symphony Exposé Late-Night/Mixed Genre Detroit Symphony Orchestra – Mix @ The Max Memphis Symphony Orchestra – Opus One Pittsburgh Symphony Orchestra – Mercury Soul

  16. Returning Audiences within a Neural Network of Delivery Options

  17. Summary of Primary Assumptions • America's classical music audience can grow. • Prospective audiences are at the center of the acquisition strategy. • Alternate performance experiences are built around uncompromised performances of essential repertoire. • Audience experience and marketing are designed around the pace and lifestyle choices of prospective audiences. • The acquisition strategy benefits from audience research and resulting evidence-based decision making.

  18. Summary of Primary Findings • Alternate performance formats are winning new audiences. • First time attendees are returning. • Migration patterns suggest the formation of new audiences around specific formats.   • New audience initiatives extend and enhance an orchestra’s value in its community. • A performance/research development cycle can accelerate the acquisition process. • Return on investment can be measured in ticket sales revenue, fundraising success, and greater institutional relevancy in a community.

  19. For more information, contact:Howard Herring, NWS President & CEOhoward.herrring@nws.eduCraig Hall, NWS Vice President for Communicationscraig.hall@nws.eduOr Visit: www.nws.edu/research

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