Florida’s Orlando Philharmonic Orchestra reports a 10 percent increase in subscription sales for 2011-12 over the same time last season—3,432 subscription packages, 300 more than the same time last season. It is Orlando’s fifth consecutive year of box-office gains since 2006-07, when the orchestra sold 1,500 subscription packages. Among the ticket-sales changes implemented since 2006-07 season, Orlando has refocused on marketing subscriptions rather than using “buy-one-get-one-free” offers; drawing in new subscribers with a 50 percent discount the first year; extending subscribers renewing for the first time a 30 percent discount on their first re-subscription; offering discounts to lapsed subscribers; and instituting a ticket-exchange policy where subscribers may cancel or exchange tickets up through concert night.
Posted October 5, 2011
