New World Symphony America’s Orchestral Academy New Audience Initiative.
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Transcript of New World Symphony America’s Orchestral Academy New Audience Initiative.
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New World Symphony America’s Orchestral AcademyNew Audience Initiative
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Alternate Concert Formats
Encounters Pulse
$2.50 Mini Journey (Extended Traditional)
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$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
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Mini-Concert Findings
Mini-Concert Findings
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ENCOUNTERS
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ENCOUNTERS
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Encounters Findings
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PULSE – LATE NIGHT AT NEW WORLD SYMPHONY
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Pulse Findings
Pulse Findings
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Comparing Format Effectiveness of Attracting New Patrons
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Satisfaction RatingsWhile longer programs can offer more variety, the value and impact
derived from shorter concerts can be very strong.
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Alternate Performance Formats Outperform Traditional Formats in Attracting New Audiences
(Paid Events in 2012-13 Season)
48
10
1435
1104
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Alternate Performance Formats Outperform FREE Events in Attracting New Patrons
(2012-13 Season)
27
10
686
1104
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% Of First-Time, Alternate-Format Patrons That Have Made Subsequent Ticket Purchases
Season entered the database
Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013
Encounters 47.10% 40.30% 39.10% 24.40% 33.30% 16.00%
PULSE
37.20%
25.10%
10.10%
Mini 43.20% 27.70% 25.30% 30.30% 6.80% 17.70%
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Alternate Format Research Partners
1 Hour Events with NarrationCharlotte Symphony – KnightSounds
Kansas City Symphony – Classics UncorkedSan Diego Symphony – Symphony Exposé
Late-Night/Mixed GenreDetroit Symphony Orchestra – Mix @ The Max
Memphis Symphony Orchestra – Opus OnePittsburgh Symphony Orchestra – Mercury Soul
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Returning Audiences within a Neural Network of Delivery Options
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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.
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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.
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For more information, contact:
Howard Herring, NWS President & [email protected]
Craig Hall, NWS Vice President for [email protected]
Or Visit: www.nws.edu/research