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:
|
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 members



