The need to revitalize orchestra subscriptions to meet the needs of today's audiences is absolutely critical. Until now, there has been a lack of field-wide research in this area, so we knew we had to employ a data-driven approach to find strategies to meet the challenge. Working with the expert team at Oliver Wyman and in partnership with League of American Orchestra members, we created the largest ever orchestra sales dataset. Ten years of transaction data, combined with new surveys and buying simulations, provided an incredibly strong empirical basis for the analysis in this final report. The result is a compelling set of recommendations and guidance for orchestras as well as other performing arts producers to consider as building blocks for future audience and donor development strategies.
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