New World Symphony America’s Orchestral AcademyNew Audience Initiative

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Alternate Concert Formats

Encounters Pulse

$2.50 Mini Journey (Extended Traditional)

$2.50 Mini-

Concerts

• 30-minute concerts performed at 7:30, 8:30 and 9:30 PM

• All tickets $2.50

• Short, live commentary by one or two musicians, accompanied by projection of complementary images and videos

Mini-Concert Findings

Mini-Concert Findings

ENCOUNTERS

ENCOUNTERS

Encounters Findings

PULSE – LATE NIGHT AT NEW WORLD SYMPHONY

Pulse Findings

Pulse Findings

Comparing Format Effectiveness of Attracting New Patrons

Satisfaction RatingsWhile longer programs can offer more variety, the value and impact

derived from shorter concerts can be very strong.

Alternate Performance Formats Outperform Traditional Formats in Attracting New Audiences

(Paid Events in 2012-13 Season)

48

10

1435

1104

Alternate Performance Formats Outperform FREE Events in Attracting New Patrons

(2012-13 Season)

27

10

686

1104

% Of First-Time, Alternate-Format Patrons That Have Made Subsequent Ticket Purchases

Season entered the database

Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013

Encounters 47.10% 40.30% 39.10% 24.40% 33.30% 16.00%

PULSE

37.20%

25.10%

10.10%

Mini 43.20% 27.70% 25.30% 30.30% 6.80% 17.70%

Alternate Format Research Partners

1 Hour Events with NarrationCharlotte Symphony – KnightSounds

Kansas City Symphony – Classics UncorkedSan Diego Symphony – Symphony Exposé

Late-Night/Mixed GenreDetroit Symphony Orchestra – Mix @ The Max

Memphis Symphony Orchestra – Opus OnePittsburgh Symphony Orchestra – Mercury Soul

Returning Audiences within a Neural Network of Delivery Options

Summary of Primary Assumptions• America's classical music audience can grow. • Prospective audiences are at the center of the acquisition strategy. • Alternate performance experiences are built around

uncompromised performances of essential repertoire. • Audience experience and marketing are designed around the pace

and lifestyle choices of prospective audiences. • The acquisition strategy benefits from audience research and

resulting evidence-based decision making.

Summary of Primary Findings• Alternate performance formats are winning new audiences.

• First time attendees are returning. • Migration patterns suggest the formation of new audiences around

specific formats. • New audience initiatives extend and enhance an orchestra’s value in its

community. • A performance/research development cycle can accelerate the

acquisition process. • Return on investment can be measured in ticket sales revenue,

fundraising success, and greater institutional relevancy in a community.

For more information, contact:

Howard Herring, NWS President & CEOhoward.herrring@nws.edu

Craig Hall, NWS Vice President for Communicationscraig.hall@nws.edu

Or Visit: www.nws.edu/research