Can the Columbus Symphony Be Cool?
First off, LONG time since I’ve posted in this forum. Walker - nice job keeping this thing rockin’ for so long.
My question to the group is - “Is there any way to make the Columbus Symphony a ‘cool’ or ‘destination’ event for our younger demographic?” (younger means anyone less than 40)
I know it’s a tall order, so please be constructive here.
I met with the Board of the Symphony this week to talk about how to get their product marketed to a younger generation. I argued that any slide in ticket sales is NOT due to less people going downtown, it’s due to less people that have an interest in attending the symphony.
I’m curious to hear if anyone can think of a way that would make the going to the Symphony more appealing, if nothing else than to try it once.
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September 29th, 2006 at 2:32 pm
I’m a bit of a movie soundtrack nerd, I think it would be cool if they did like a movie music themed night or something like that.
September 29th, 2006 at 2:38 pm
That’s a fantastic idea. I would love to see some movie soundtracks played first hand as well. Nice way to connect some pop culture references with the Symphony. I hadn’t thought about that.
September 29th, 2006 at 2:42 pm
I was actually speaking to my girlfriend about this the other week; we’re right in your demographic:
Young- Early 30’s
Financially secure and successful
No kids
Loads of disposable income
The problem is it doesn’t matter if it’s the symphony, opera, ballet, or anything else. As far as the performing arts go, it’s not a way that us, or any of our 100’s of friend do for entertainment.
I work non stop, travel 1/4 of the year and when I’m home, on the weekends I’d rather lay by the pool and down a few cocktails with friends or if its winter, stay inside near good company.
This is something I believe to be a HUGE challenge to those non profits whose future depends on the next generation supporting. Again, it’s not the ticket prices, or performance space, anything. It’s simply just not a form of entertainment for our generation.
September 29th, 2006 at 2:42 pm
hmm, I have wanted to go the the CSO for some time now, I guess it just always slips my mind.
I guess to motivate me more would be a cheaper ticket.
Perhaps if you could just walk up an hour or 30 minutes before the show and get a ticket for $8 or $10 for seats they might have left?
I guess I am a cheapie, but if I was going to go to the symphony, I would probably also stay downtown afterward and go get drinks somewhere and perhaps also a bite to eat. I will do the last two things anyway, but if I could add the symphony to that mix for about $20 for 2 people I would do it for sure.
September 29th, 2006 at 2:47 pm
Anne - if you could get free tickets, would you go?
For the matter, would anyone else on this board consider attending if the tickets were free? I think the challenge is getting people to try it out.
I also think the challenge is wrapping the symphony around a larger affair. So instead of just doing the Symphony, it might be cool to have a nice dinner, maybe some pre-party mingling with some of the musicians, or something similar.
I think the Symphony needs to seriously re-invent itself and the product in order to stay competitive and relevant. So I’m absolutely listening to any of your feedback.
I forgot to mention in my first post that I’m on the Board of Trustees, so I have a vested interest in it’s success.
September 29th, 2006 at 2:58 pm
Well, definitely if it was free! I would make it a point to go.
I guess there are just other options right now that I would rather spend my entertainment budget on. But if I was able to be spontaneous and just walk up and get a cheap ticket I would do that too.
I really like classical music and listen to it all the time in my home and car. I just don’t want to pay lots of money to go see it. For me, it would be on the level of going to a movie and I would like it if it was priced like it.
September 29th, 2006 at 3:04 pm
Great idea! I could see myself shelling out a few bucks to go see a few songs from Star Wars, Braveheart, Robin Hood Prince of Thieves, etc…
I always liked the christmas shows that the Cleveland Orchestra put on. I’m sure the CSO does something similar, but I’ve never been. Perhaps more marketing would’ve gotten me in there. Idunno.
Another thing I’ve seen orchestras do is an entire cover show for a single band. I think numerous orchestras have done Pink Floyd. The good thing about doing this is that you get the free buzz going around from the local papers and TV stations. You get the, “the CSO is doing a whole show of them!?!?”, reaction.
I’m struggling to think of the band to connect the performance to our generation (20-40 year olds). Michael Jackson maybe? Aerosmith? A whole night of 80’s hair band covers?
September 29th, 2006 at 3:05 pm
Anne - e-mail me at wschroter@yahoo.com and I’ll send you tickets. We’re going next Friday. Details are here -
http://www.columbussymphony.com/c2club/Index.html
Doing a little dinner at Due Amici beforehand, so it would be great to catch up over dinner if that works for you.
September 29th, 2006 at 3:06 pm
But what wouldn’t you do if it were free? Taco Beer is a hit and it’s so hard to figure out why; Um, free beer and free food.
If you try to “build” an audience out of a discounted or free night, it’s not sustainable. The majority, and I said majority before everyone gets there panties in a bunch, will only go for the free of discount and once it’s discontinued, they go to the next cheap thing.
It won’t be your answer long term. It’s not a quick fix problem; the problem is that a generation of individuals do not see it as an entertainment option, for a 1000 reasons.
September 29th, 2006 at 3:15 pm
The problem is two fold -
1. We are an entire generation that has had FAR more options with our entertainment as we’ve grown up than ever before. The Symphony never got nearly the marketing that pop culture did. So step one is just getting people to experience the Symphony. If you never go, there is no way you’re going to pay $20 - $30 to try it out. This first step is no small problem.
2. At some point, assuming you do like the Symphony (which of course you may hate it) then you’ll at least be in a better position to judge the value of it. My guess is that the Symphony will be more of a destination event - the type of thing you do after a nice dinner celebrating an important occasion. As part of that experience I would think you could justify the $30 p/ticket.
… I also think our generation “consumes” entertainment differently. We often wrap the event into a larger evening filled with dinners, pre-parties, and such.
Now if we can just start throwing some swinging “symphony afterhours” we’d really be on to something! (not holding my breath on this one..)
September 29th, 2006 at 3:19 pm
Bargain movie nights are a hit all of the time.
The Drexel has been doing it forever and now others are starting.
I think it is a ploy that does have some sustainability. Not everyone likes to stay couped up in their house every night and all weekend.
September 29th, 2006 at 3:24 pm
Hey Wil! Thanks! Yeah, it’s been awhile. Good to hear from you. ;)
Speaking of pop-culture, something I’ve been interested in for awhile is PLAY!, a symphony tour featuring video game music. I’ve heard of some other local symphonies performing similar concerts.
Something like that would definitely get me in attendence, and has the potential to draw other people in the 20-30-year-old demographics who grew up playing the old school video games in the early-to-mid 80s.
September 29th, 2006 at 3:25 pm
And I say again, what wouldn’t you do if it were discounted?
I prefer a great dinner party opening the wine room in the basement of our house rather than searching for my 1/2 off appertizer coupon; sorry.
September 29th, 2006 at 3:30 pm
Another option, and this is a lot more aggressive (but possible) is to pull the symphony out of the traditional venues and put them in a more intimate atmosphere.
Many of the musicians are our age and would welcome the opportunity to play for their peers.
Any ideas of how to put together something with that in mind?
September 29th, 2006 at 3:41 pm
SURE! Maybe you can host it at Sugar Bar; They look to be a formidable sponsor of this young professional’s club at the symphony.
Maybe you can roll it into there latest promotion, YRS (Young, Rich and Single); and yes folks I have one of these cheesy cards! And, no, sorry Mr. Corso and Mr. Schroder, I don’t plan on using it.
September 29th, 2006 at 3:48 pm
Three ideas for you:
1) Organize an event through local restaurants. You could have them assemble prix fixe menus and set up smaller ensambles to play during dinner. It could work really nicely at places like Barcelona, Due Amici, etc… Do it at 5 different restaurants on the same night with each getting a different ensamble and offering thier own signature menu. You could even do it on Valentine’s Day.
2) Have a Symphony Hop. I know the whole “Hop” thing is starting to get played out. Integrate smaller groups into each art gallery, bar, and restaurant and let people mill around as they please.
3) Do a show at North Bank Park. Set it up with the city to integrate this with Waterfire on the Mile (if they are ever going to do it again). The park could probably be cordoned off so that tickets could be sold. The gazebo can be open for hors d’oeuvers and drinks. I think I like this idea the best.
September 29th, 2006 at 3:57 pm
That would be nice.
September 29th, 2006 at 4:07 pm
A restaurant venue would make a lot of sense. A night club venue would not be the right atmosphere.
I don’t think every performance would need to incorporate the full orchestra. The key point in developing the product would center around refining the product so it would be more accessible and natural for our audience.
I really like the idea of doing it at the North Bank Park. If anyone was out at the Picnic with the Pops that was a great outdoor event.
September 29th, 2006 at 4:09 pm
My thoughts:
METALLICA S&M - if you are not familiar Metallica did a bunch of their songs with the San Francisco Symphony Orchestra. Awesome blend of Rock ‘n Roll and the Symphony. Scorpions did a similar thing back in the day as well.
TRANSSIBERIAN ORCHESTRA - Classical songs with Rock ‘n Roll guitar solos and riffs!!
Something along these lines would be more appealing to the younger crowd, imho.
September 29th, 2006 at 4:09 pm
Yeah, this is a good one. Could be something similar to Picnic with the Pops. I’d suggest just moving Picnic with the Pops there, but I don’t know how easy that would be. Would make a great way to freshen up that event though. North Bank Park downtown would make a much better venue for that event than the Chemical Abstracts lawn.
September 29th, 2006 at 4:12 pm
That’s a fantastic idea - I love the combination of featured artists and I think the featured artists welcome the chance to create something new.
Anyone know of any local artists that have blended some music with the symphony? I would guess the orchestra musicians would know. I’ll ask around.
September 29th, 2006 at 4:30 pm
Would North Bank Park be big enough?
I agree it would be cooler, but that Chem. lawn is a huge area and it looks like it always gets really well attended. Plus they have parking right there…
I like the idea of having the symphony or part of.. maybe just feature different sections every so often.. be part of an event at North Bank Park. It is a really pretty area.
September 29th, 2006 at 4:42 pm
I agree that if the music somehow related more with contemporary music it would do well. Wether it is integrating it with existing music or doing covers. Kinda like the opposite of what William Orbit did on “Pieces in a Modern Style”
September 29th, 2006 at 4:46 pm
I would love to see CSO do all of these comments!
Symphonies in other cities have done a lot of interesting promotions and programs - name it and you will find one!
Holloween Costume party
Single night out
Valentine
bar hop
Wine Tasting
etc
They also offered an interesting programs. Play-symphony is not the only one that ’s been done in other markets and had a great success. you can pretty much put any artists with Symphony Orchestra- Vanessa Williams, Guster, Ian Anderson (great show by the way! ), Winnie the pooh, LOTR, etc
To bring a young people / new audience, it ought to be done in the sense where it tie in with an appropriate program, that way they don’t get turn off with the stiffness at the first time!
Peace
“Beer is proof that God loves us and wants us to be happy.”
-Benjamin Franklin-
September 29th, 2006 at 4:48 pm
I think the Chem Abstracts lawn is a part of some sponsorship but I don’t know for sure. Certainly there are lots of great options.
What I liked about the latest Picnic was Big Bad Voodoo Daddy. I’m a big fan and I thought they resonated real well with the audience. Too bad it was 100 degrees that day!
These are all fantastic ideas by the way. I’ve pointed some of the directors of the Symphony and the Board members to this thread so they can see the response first hand.