“In an effort to expose more young people to classical music, the Cleveland Orchestra next season will more than triple the number of Severance Hall concerts children under 18 may attend for free with a paying customer,” writes Zachary Lewis on Monday (8/12) at Cleveland.com. “Instead of 14, the orchestra during the 2013-14 season beginning next month will make available 46 concerts under its popular ‘Under 18s Free’ program. ‘I can’t make people like classical music, but I can certainly make it easier for them to try it out,’ said Ross Binnie, the orchestra’s chief marketing officer.… Included in the newly expanded offer are all Family and Musical Rainbows concerts, Friday and Sunday matinees, Friday evening concerts (including Fridays@7), and performances by the Cleveland Orchestra Youth Orchestra and Chorus. All these are in addition to Cleveland Orchestra concerts at Blossom Music Center, where ‘Under 18s Free’ was launched in 2011 and remains in place following a $20 million gift from the Maltz Family Foundation. To date, at both locations, the program has attracted some 56,000 young listeners.… By extending ‘Under 18s Free’ to Rainbow and Family concerts in particular, the orchestra is opening the door to events where young children are the target audience.”
Posted August 13, 2013
