Post on 01-Jun-2020
transcript
Product Diversification Identifying And Attracting New Audiences
Alternate Concert Formats
Encounters
Pulse
$2.50 Mini Journey (extended traditional)
• One-Hour Concert
• Dialogue from onstage host
ENCOUNTERS
• Projected video supports commentary
ENCOUNTERS
• Performance followed by 45-minute reception with musicians
• All tickets $25, includes 2 free drinks
PULSE – LATE NIGHT AT NEW WORLD SYMPHONY
• 9 PM – 1:30 AM, $25
• 20 minute contemporary classical music sets interspersed with DJ-spun music sets
• Program notes projected and available via mobile device
• Unplugged set elsewhere in the building allows for a pristine listening environment
• Lighting, video and proximity to artists creates an immersive, engaging experience
• Variety of activities make the event feel participatory
Activities audiences engage in while at
Pulse
$2.50 Mini-
Concerts • 30-minute performance 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 complimentary images, videos or illustrations
What did we find out???
Afterwards, did you talk about the experience with others who attended?
Impact of alternate formats is just as high – if not higher – than more traditional formats
Satisfied
1
1.5
2
2.5
3
3.5
4
4.5
5
Mini-Concerts
(n=1,136)
Encounters
(n=994)
Journey
(n=309)
PULSE
(n=564)
Averg
ate
Rati
ng (
1=W
eak/N
ot
At
All,
5=Str
ong/A
Gre
at
Deal)
Average Rating of Impact by Format (2010 - 2013)
Emotional Resonance - Strength of emotional
response
Aesthetic Growth - Better equipped to
appreciate classical music
While longer programs can offer more variety, the value and impact derived from shorter concerts can be very strong.
Audiences are younger
Total
(n=3,003)
Mini-
Concerts
(n=1,136)
Encounters
(n=994)
Journey
(n=309)
PULSE
(n=564)
Age
18 - 34 11% 13% 4% 1% 24%
35 - 44 14% 14% 7% 1% 31%
45 - 54 16% 18% 10% 7% 25%
55 - 64 21% 23% 23% 21% 12%
65+ 39% 32% 56% 68% 8%
NWS DEMOGRAPHICS BY FORMAT
2010 TO 2013
More Diverse
Total
(n=3,003)
Mini-
Concerts
(n=1,136)
Encounters
(n=994)
Journey
(n=309)
PULSE
(n=564)
White 74% 68% 82% 86% 59%
African-American, Hispanic, Asian,
and Other/mixed29% 36% 21% 13% 46%
Race/Ethnicity
(Select formats, 2012/2013 season only);
Multiple selections allowed
NWS DEMOGRAPHICS BY FORMAT
2010 TO 2013
Attracting new patrons
Alternate performance formats outperform traditional formats in attracting new audiences
(Paid Events in 2012-13 Season)
48
10
1435
1104
Traditional concerts Alternate formats
Number of concerts / year
48
10
% of overall event mix
83%
17%
% of new-to-database patrons
60%
40%
# of new-to-database
accounts
1435
939
Paid Events
Alternate performance formats outperform free events in attracting new patrons
(2012-13 Season)
27
10
686
1104
% of first-time, alternate-format patrons that have made additional ticket purchases
Encounters $2.50 PULSE
Spring 2013 16.0% 17.7% 10.1%
Fall 2012 33.3% 6.8%
Spring 2012 24.4% 30.3% 25.1%
Fall 2011 39.1% 25.3%
Spring 2011 40.3% 27.7% 37.2%
Fall 2010 47.1% 43.2%
Seas
on
en
tere
d t
he
dat
abas
e
Are you thinking “we can’t do that?”
Yes, you can, and others are too!
Research Partners Charlotte Symphony, Detroit Symphony Orchestra,
Kansas City Symphony, Memphis Symphony Orchestra, Pittsburgh Symphony Orchestra, San Diego Symphony
Summary of Primary Findings
The prospective audience is at the center of the strategy
Uncompromised performance of classical music is assumed
Audience survey data and intuition combine to create ever better alternate format experiences
Building audiences takes time and patience, but a development cycle can
accelerate the acquisition process
Shorter performances can be as emotionally powerful as longer ones
New audiences are hungry for contextual information, especially when provided by musicians – informed leads to transformed
The more integrated the team – patrons, musicians and staff – the more
powerful the strategy