Last night, the NAC Orchestra got its new concert season underway – it was amazing: sold out concert hall, a fabulous Beethoven Festival kick off program, great energy on stage and in the hall.
Over the last year, I’ve led the NAC Orchestra’s Audience Development project. Working with many talented people at the NAC from music to marketing to production to management, I’ve provided research, analysis, insight as well as strategy process facilitation. Together, we’ve been plotting the strategic moves needed to build larger audiences.
The following is an excerpt from a press release the NAC Orchestra issued a couple of days ago – the kind of news that truly endorses the analytics, strategy and facilitation work:
“Subscription revenues have surpassed the $2 million mark with more than 13,000 subscription series already sold – over 800 more subscriptions than this time last season. The Beethoven Festival, led by Pinchas Zukerman – which includes several concerts in the classical series – has proved extremely popular with six of the ten concerts sold out in advance of Opening Night on September 19. Continuing strong sales bode well for the entire Festival and the full season of classical music programs. The TD Canada Trust Family Adventures with NACO led by Principal Youth and Family Conductor Boris Brott has seen a rise of more than 46% in subscription ticket sales compared to this time last season, while the CTV Pops Series under the artistic direction of Principal Pops Conductor Jack Everly has increased by 10%.”
“Success is attributed to a comprehensive Audience Development Programme on which the NAC Orchestra embarked a year ago using extensive research into its audiences’ interests and priorities together with analysis of 20 years of sales trends. Initial improvements include implementing a wider range of (and in some cases lower) ticket prices throughout Southam Hall to offer greater access; increased flexibility in packaging the classical, pops and recital series – a move that has resulted in a 37% increase in “pick-your-own series” sales; and adding more access to artists through post-concert talkbacks and live NACOcasts (podcasts) to complement the traditional pre-show chats. Other initiatives include additional interactive web features, starting with the Beethoven Festival; more comprehensive house programmes, and special appreciation events for new and long-time subscribers. And this is just the beginning.”