America’s Orchestras: Audience Growth Initiative
Nine prominent US symphony orchestras asked Oliver Wyman to solve a classical mystery: How to turn first-time concert-goers into life-time patrons.
A team of consultants applied cutting-edge customer-based strategy methodologies to answer three questions: Who exactly are orchestra-goers? What elements of the symphony concert experience drive them to return … or churn? What offers are most successful in bringing them back?
In Symphony Magazine
“Into Thin Air,” an article by Rebecca Winzenried in the Jan-Feb 2009 Symphony, explains the findings of Oliver Wyman’s pro bono study on audience growth, the strategies the nine participating orchestras are trying, and the potential impact on how orchestras build their audiences.
Read “Churn Busters," an excerpt from the article that describes tactics the nine orchestras are testing to reduce churn and retain new customers, and the results so far.
Download the article, "Into Thin Air" (PDF/Adobe Acrobat).
In a year shaped by economic concerns, five US orchestras get "eye-opening results" by applying tactics from the "Churn Report," turning first-time concert-goers into subscribers and supporters, in "The Price Is Right," Jan-Feb 2010 Symphony magazine.
Read the article, "The Price Is Right," Jan-Feb 2010 Symphony. (Link will open Symphony online magazine.)
