The New World Symphony has announced results of a multi-year study of alternative performance formats, conducted using data from its own performances and as well as data from five U.S. orchestras. The study—funded by the Andrew W. Mellon Foundation, the Kovner Foundation, and the John S. and James L. Knight Foundation—concluded that over the course of the study (2010-13) three NWS performance formats attracted more than double the number of new patrons than traditionally formatted programs, while also increasing audience diversity. The three NWS performance formats were 30-minute mini-concerts; late-night, mixed-genre concerts; and hourlong concerts with scripted narration and video, followed by a reception for the entire audience. The researchers also studied audiences attending concerts at the Charlotte Symphony Orchestra, Detroit Symphony Orchestra, Kansas City Symphony, Memphis Symphony Orchestra, and San Diego Symphony. The nonprofit consulting group WolfBrown worked with NWS to define questions, collect data, and analyze results. NWS President and CEO Howard Herring commented, “Our ultimate goal is to create formats supported by audience survey results that will allow orchestras to take an informed risk on using one of these formats in their own programming.” Details of the study can be found at nws.edu/research.
Posted October 9, 2013
