Marketing concerts to multiple audiences

Posted on: August 18, 2015

“On a recent mild evening under clear skies, the dinner-jacketed members of the Pacific Symphony settled into their seats on the stage of Irvine Meadows Amphitheatre, for decades the orchestra’s summer home,” writes Timothy Mangan in Sunday’s (8/16) Orange County Register (California). “A happy crowd was in attendance out front.… The program promised Spanish and Latin music, both classical and pops…. Pacific Symphony President John Forsyte looks at the orchestra’s performances at Irvine Meadows as an ‘opportunity to reach a completely different audience.’ He’s not convinced that many of those who attend ever end up going to a classical concert in Renee and Henry Segerstrom Concert Hall, and he’s fine with it…. ‘We’re building audiences for orchestral music, not solely the classical traditions as we know it.’ … Frank Terraglio, the Pacific Symphony’s vice president of marketing and public relations, says, ‘It’s about serving different segments of the market, and there are probably five or six different segments and we try and address some program, some product, some pitch to each of them in a different way.’ ”

Posted August 18, 2015

Photo of Pacific Symphony at Irvine Meadows Amphitheatre by Joshua Sudock