Discussion Panel

I think we need to use the economy as a guide for what is possible, and what is not. However, we still need to focus on the role of classical music in the lives of various constituencies. For example, the role of symphony orchestras in providing introduction and access to music in public schools, and […]

Without a doubt, we have our work cut out for us. To me, it’s all about making decisions about what’s most important. From deciding whether to invest in that extra radio station to clarifying an organization’s strategic goals, let’s look at the big picture during this time. And, there are some critical things to keep […]

As we conclude our discussion, it appears clear that price, while important, is not the main driver of ticket sales. And concentrating too much on price may do more harm than good. Why plant the seeds in the patron’s mind that they can purchase a good seat at any time for a song, when you […]

While the full impact of this economy is hotly debated, the undeniable reality is that it is going to affect all of us for a long time. This is now the condition under which we operate, fund raise, market and perform – and not an excuse for poor results. We have discussed pricing, packaging, and […]

My feeling is that the sense of panic is partially to do with reality, but a lot more to do with fear. Many orchestras are reporting sales holding steady, or even slight increases over last year. But remember that we are still dealing with a year in which a large proportion of ticket sales were […]

While Chris questions holding the line on pricing, I worry about the consequences of NOT doing so. Cruise lines are offering cabin upgrades, hotels are offering one or more free nights after the purchase of a minimal stay, and car dealers are giving deep discounts and many perks for purchasing a car. I think symphony […]

In Virginia, we are seeing wild swings in our single ticket tallies by event. My theory since September has been that people are considering what they want to see at the symphony this winter, for example, and not this particular month. As a result, our mid to low-level grossing classics events are suffering. The pops […]

Is anyone else noticing a sense of panic creeping into Orchestra marketing? A Midwestern Orchestra just notified its subscribers that (in deference to the economy) not only will prices not be increased, but if a subscriber wants to take 15% off the subscription price, they may do that by simply writing in that price on […]

I think Ashley’s point about being “careful during these tough times not to de-value the concert experience through extreme discounting” is really important. The downward spiral of discounting (and the consequent devaluation of the single ticket price and subscription offering) is a dangerous one. We have only just managed to climb out of a deep […]

Pricing strategy is always a “balancing act.” The organization does not want to seem desperate by looking like they are having a “fire sale.” However, in the purest sense of pricing, in this environment customers are seeking “value pricing.” They are willing to spend money if in return they get something which enhances their lifestyle […]