Targeting new audiences and demographics

Posted on: January 5, 2015

In the December 29 Wall Street Journal, Corinne Ramey reports on the New Jersey Symphony Orchestra’s “ ‘Saturday Night Out: an LGBT Event,’ part of a series the symphony dubbed ‘NJSO Accents,‘ designed to attract and retain new audiences, and to create a more interactive experience for existing ones. The events are part of a nationwide trend to make the classical concert, a format that has remained unchanged for centuries, attractive to a modern audience. While many ensembles have experimented with the altering the concert itself—changing venues, start times and even repertoire—the New Jersey Symphony has taken a different approach: designing pre- and post-concert events around particular demographics and interests.… Some events center around particular demographics, like college night, while others are themed. … The orchestra said it is too early to track the impact of the events over time, but at least in the short term, they have led to ticket sales.… The events are part of an industrywide trend toward meeting a demand for experiences that are more interactive, intimate or behind-the-scenes, said Jesse Rosen, president and chief executive of the League of American Orchestras, an advocacy group.”

Posted January 5, 2015

The New Jersey Symphony Orchestra’s inaugural Saturday Night Out event for LGBT community members and friends took place on May 3, 2014 at the New Jersey Performing Arts Center in Newark. Pictured: Professional and avocational musicians filled the lobby of NJPAC at the NJSO’s March 2014 #OrchestraYou event, led by Jeffrey Grogan. Photo by Fred Stucker