Audience members at an outdoor concert by the Mercury Chamber Orchestra during the League of American Orchestras’ 2024 Conference in Houston. Photo by Melissa Taylor.
How are ticket buyers’ tastes in music changing, and how can orchestras adapt programming models to match those expectations? On Thursday, July 25, the League of American Orchestras will present Adapting to Changing Audience Tastes and Preferences, a 60-minute webinar that will review recent research by WolfBrown and analyze survey data from nearly 10,000 patrons of 18 League-member orchestras. The session will explore the larger landscape of musical tastes, types of orchestral experiences, interest in music appreciation (educational) programming, interest in thematic programming, receptivity to immersive formats, and other topics. Representatives of participating orchestras will share how they’re interpreting the research and what practical steps they’re taking to serve a broad range of taste communities. Speakers: Alan Brown, Managing Principal, WolfBrown; Grace Kennerly, Executive Director, A Far Cry; Annemarie Petrov, President and CEO, Edmonton Symphony Orchestra; and Peter Rodgers, Director of Marketing, Madison Symphony Orchestra. The content of this webinar was developed by WolfBrown.
Adapting to Changing Audience Tastes and Preferences takes place on Thursday, July 25, at 2:00 p.m. Eastern/11:00 a.m. Pacific Time. If you can’t attend the webinar live, register to receive the recording. Learn more and register here. Questions? Contact League Member Services at member@americanorchestras.org.
