With tickets still available for the remaining nine concerts in the 2006-07 season, the Fort Wayne Philharmonic held a mid-season marketing drive to sell leftover seats. The sale was based on a similar idea from the 2005-06 season, though several strategic changes made a significant difference in results: Staff heightened marketing and publicity efforts in advance of the sale, and changed the dates from a 48-hour sale over a Monday and Tuesday to a 72-hour sale during the weekend
During the 72-Hour Sale, the Fort Wayne Philharmonic offered tickets to all remaining Masterworks and Pops concerts for only $20 per ticket. Tickets could be purchased for as many concerts as desired without limit. All seats except those in the loge were available. The sale was available to subscribers and friends on Friday, January 5, then later became available to the general public from Saturday to Monday, January 6-8. Extended box-office hours were Saturday from 9-6, Sunday from 11-5, and Monday from 9-6.
The orchestra brought ensembles to perform at two local malls, building awareness of the sale and of the orchestra. Each ensemble performed for 90 minutes with the Fort Wayne Philharmonic staff on location from 1-4 on Saturday at one mall and from 1-4 on Sunday at the second mall. Only one of the malls allowed the orchestra to sell tickets on location; while there, the orchestra sold approximately 75 tickets. Feedback from mall patrons (who sat and listened for extended lengths of time), and from musicians was very positive.
Advertising included a direct mailing to 20,000 single-ticket buyers and lapsed buyers, commercial radio ads on three stations, and print ads in the entertainment sections of two local newspapers as well as in their local weekly entertainment publication. Total cost of advertising was approximately $10,000. Promotion and press included an e-mail blast, coverage on the local news with a video spotlight on the mall performances, and coverage on the orchestra’s website.
Next season, the Fort Wayne Philharmonic will reduce the least expensive single-ticket price to $14. This price will undercut the recent cost of the 72-Hour Sale tickets, making the sale no longer relevant. The orchestra hopes the lower subscription prices may eliminate the need for a wrap-up sale, though ultimately Fort Wayne will wait to see how sales respond under the new pricing scheme.
For additional info, contact:
Samantha Teter, Director of Marketing and PR at
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it