“In 2015, the consulting firm Oliver Wyman released a research study in partnership with the League of American Orchestras that grabbed my attention and hasn’t let go,” writes Adam Scurto on Monday (12/5) at TRGarts.com (the website of the arts consulting firm TRG Arts). “The central question of their work: is the existing subscription model for symphony orchestras still viable? … The study illuminated a few key findings for the orchestra sector … The study recommends orchestras … de-couple curation from package size, … offer new types of membership, … and attract more millennials…. One positive story the classical music field has to tell is a multi-tiered membership approach developed by The Cleveland Orchestra. Instead of building a one-size fits all membership program, the Cleveland Orchestra team identified distinct audience segments that fell through the cracks of their existing loyalty programs…. Cleveland Orchestra has grown their traditional subscriptions over the past two seasons…. The organizations that are most successful are the ones that continue to innovate [by] changing the nature of the product offerings to provide deeper value to customers, and focusing on preserving the renewability and revenue sustainability that subscription provides.” Click here for more on the study.
Posted December 9, 2016
