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