Looking Forward – Acting Now

Session Date Start Time End Time Attachments
Thursday, June 5, 2014 9:00 am 10:15 am

Longitudinal data from ten large orchestras in the Patron Growth Initiative revealed that just 10% of households accounted for almost 80% of patron-generated revenue over the seven-year FY05-11 period—and the 65+ age segment accounted for two-thirds of that revenue. These sobering statistics are compounded by rapidly shifting buying patterns and the potential reality of a post-fixed subscription (and more transactional) orchestra world.

This session will examine trends in subscription migration, single ticket sales, and donations by generational age cohorts and begin to project revenue replacement needs in the coming years. We’ll then tap into a panel for marketing, development, and artistic perspectives on the implications of this changing revenue picture, and discuss actions orchestras are and should be taking now to thrive as our audience and donor base evolves.

Anne DeVivo DeMesa, director of major and planned gifts, New Jersey Symphony Orchestra; Delta David Gier, music director, South Dakota Symphony Orchestra; Sherri Prentiss, vice president of marketing, Cincinnati Symphony Orchestra; Kate Prescott, president, Prescott & Associates