Orchestra Audience Growth Initiative (aka "Churn Report")

 A team of Oliver Wyman consultants applied cutting-edge customer-based strategy methodologies to find out what drives symphony concertgoers to return … or churn. They found a sobering trend:

90% of first-time concertgoers never return
60% of occasional concertgoers don’t purchase tickets the following season  
 
Now, symphony orchestras across the US are applying solutions from the Audience Growth Initiative (aka "Churn Report") to entice first-timers back and develop a new generation of orchestra supporters.

"Churn Report" Facts and Stats

Summary of the approach and key findings of the Audience Growth Initiative

Charts: Audience clusters, behavior factors, favorite composers, killer offers

Symphony magazine coverage of the Audience Growth Initiative

"Churn Busters" - Audience-building approaches from the nation's top orchestras

"Churn Busters II" - New tactics being used by small-to-mid-size orchestras

The "Churn Report" premiered at the 2008 National Performing Arts Convention

Who's Who: Orchestra participants and Oliver Wyman team member