America’s Orchestras: Audience Growth Initiative
Nine prominent US symphony orchestras asked Oliver Wyman to solve a classical mystery: How to turn first-time concertgoers 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.
Download the article, "Into Thin Air" (PDF/Adobe Acrobat).
"The Price Is Right," in the Jan-Feb 2010 Symphony, describes how five US orchestras have achieved "eye-opening results" in a tough economy, turning first-time concert-goers into repeat customers by applying tactics from the "Churn Report."
Read the article, "The Price Is Right," Jan-Feb 2010 Symphony. (Link will open Symphony online magazine.)
