American Orchestras in Historical Recordings

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Case Studies
International
Baltimore Symphony Orchestra

Meyerhoff Classical Series Single Ticket Sales

  • 31% growth in revenue; 2010-11 over 2009-10
  • 33% growth in revenue; 2011-12 over 2010-11
  • 2% growth in revenue; 2012-13 over 2011-12
Meyerhoff Pops Series Single Ticket Sales
  • 49% growth in revenue; 2010-11 over 2009-10
  • 16% growth in revenue; 2012-13 over 2011-12
Strathmore Classical Series Single Ticket Sales
  • 24% growth in revenue; 2010-11 over 2009-10
  • 18% growth in revenue; 2011-12 over 2010-11
Strathmore Pops Series Single Ticket Sales
  • 43% growth in revenue; 2010-11 over 2009-10
  • 8% growth in revenue; 2012-13 over 2011-12

Philadelphia Orchestra

  • 2009-10 capacity utilization 69% before engaging CRStager, 82% after engaging CRStager
  • 50% growth in NEW subscription revenue; 2010-11 over 2009-10
  • 50% growth in pre-season Single Ticket sales; 2010-11 over 2009-10
  • Directed announcement and launch of Yannik Nezet-Seguin as Music Director

Curtis Institute of Music
(2015-present)

  • Marketing Counsel for Carnegie Hall performance

Pittsburgh Symphony
(2015-present)

  • Marketing Audit – with recommendations and tactical plan
  • Marketing Department Leadership
  • 2015-16 Sales
    • 8% growth in Classical Single Ticket Sales
    • 23% growth in Pops Single Ticket Sales
    • Record Holiday Pops revenue – 10%+ increase over previous record

Rhode Island Philharmonic

  • Marketing Audit (2012)
  • Marketing Counsel (2012 - )
    • Between 2012 and 2014
    • 39% growth in Single Tickets, fueling...
    • 21% growth in Classical subscriptions
    • 25% growth in Friday paid capacity
    • 25% growth in Saturday paid capacity
    • April 2013 performance of Beethoven Fifth – first sell out in at least seven seasons!

Albany Symphony
Marketing Counsel
(2015-)
Handel+Haydn Society of Boston (2014)

  • Marketing Audit

Detroit Symphony Orchestra

  • Created 2011 post-strike pricing and messaging strategy, return concerts averaged 56% capacity – all single tickets
  • 11% growth in capacity utilization in 2011-12, reversing decade long decline
    • 2011-12 single tickets average increased 33%, revenue 28%
  • 2012-13 ticket revenue grows by over $800,000 over 2011-12
    • Classical Subscriptions increased 11%
    • Classical Single Tickets increased 10%
    • Capacity Utilization grew to 71% - 25% increase over 2009-10
    • Ticket revenue rose to $6.26 million as the orchestra sold more subscriptions
    • Beethoven Festival set a new record for classical ticket sales
    • Pops single tickets grew by more that $100,000 – all-time record for Pops
  • 2013-14
    • Three weeks before opening night, Classical subscription revenue surpasses 2012-13 final
    • "Home for the Holidays" breaks 2012 record with revenues exceeding $425,000 and more than 10,000 tickets sold
    • 23% increase in subscriptions sold and a 17% increase in subscription revenue over 2012-13
  • 2014-15
    • As of February 2014, 2014-15 subscriptions outpacing 2013-14 subscriptions at same point of reference.

Naples Philharmonic Orchestra
Marketing Audit & Marketing Counsel
(November 2011 – September 2012)

  • 2011-12 capacity utilization for Classical concerts grew to 72% from 45% (2010-11)
  • 2011-12 capacity utilization for Pops grew to 7&% from 64% (2010-11)
  • Patriotic Pops sold 2,454 single tickets, beating 2009’s record by a whopping 500 tickets
  • And subscriptions for 2012-13 surpassed the 2011-12 final before June 1, the first year of subscription growth in at least nine seasons

Jacksonville Symphony Orchestra
Marketing Audit & Marketing Counsel
(January 2011 - May 2014)

  • 2011-12 Classical concert revenue GREW 20% over 2010-11
  • 2011-12 Coffee (matinee) concert revenue GREW 17% over 2010-11
  • 6% subscription GROWTH over 2010-11
  • Happy Holidays in 2011 over 2010
    • Holiday Pops revenue UP 34%
    • Messiah revenue UP 21%
    • New Year’s Eve revenue UP 13%
    • 2012 Holiday Pops Revenue up 22% over 2011
    • 2012 Messiah Revenue up 28% over 2011
Kansas City Symphony
Marketing Counsel
(2005 – 2008)

2005-06 – Turnaround Begins

  • Highest Classical single ticket sales in history
  • Single ticket revenue UP 50%
  • 5 concerts in all-time top 10
  • Total ticket revenues GROW $155,000

2006-07 – Highest sales in at least 9 seasons

  • Classical subscription seats UP 46%
  • Classical single tickets UP 61%
  • Paid capacity GROWS FROM 53% TO 70%
  • Pops subscriptions nearly TRIPLE
  • Pops capacity GROWS TO 85%
  • Annual Fund UP 500+ donors
  • Total ticket revenues UP $327,000

2007-08 – Growth continues

  • Classical subscriptions UP 5%
  • Paid capacity GROWS TO 72%
  • Pops subscriptions GROW TO 28%
  • Total ticket revenues GROW $148,000

The Phoenix Symphony
Marketing Audit and Continuing Counsel
(2005 – 2007)

2005-06 – A Record Season

  • Ticket Sales UP 21%
  • Highest ticket sales in history
  • Highest ticket revenue in history

2006-07 – Growth Continues!

  • Classical Series tickets UP 5%
  • Classical Series ticket revenue UP 6%
  • TOTAL tickets UP 7%
  • TOTAL revenues UP 4%

The Toledo Symphony
Marketing Counsel
(2003 – 2008)

2003-04

  • Single Tickets UP 37%

2004-05

  • Classical Subscriptions UP 41%
  • Pops Subscriptions UP 23%
  • Single Tickets UP 23%
  • Annual Fund UP 7%

2005-06 – growth continues

  • Classical Subscriptions UP 6%

2006-07 – and continues!

  • Single Tickets UP 9%
  • Highest Capacity Utilization in a decade - 81%

Saint Louis Symphony
Marketing Audit & Counsel
(2008 – 2010)

2008-09

  • Classical series tickets UP 7%
  • Classical single ticket revenue UP 16% - best in 6 seasons
  • Per-concert average attendance UP 9%
  • Overall attendance UP 8%
  • Overall ticket revenues UPO 15%

2009-10

  • Reversed a six-year decline in seated subscription sales
  • New subscriptions surpassed previous season’s final by early spring, 2009
  • 10 concerts between 90% capacity and SOLD-OUT

Virginia Symphony Orchestra
Marketing Counsel
(2006 – 2009)
  • Classical single ticket revenue UP 18% over 2 seasons
  • Launched opening of Virginia Beach Sandler Center in 20XX – sales: 00000
    • Overall attendance UP 8%
    • Overall ticket revenues UPO 15%
  • 2009-10
    • Reversed a six-year decline in seated subscription sales
    • New subscriptions surpassed previous season’s final by early spring, 2009
    • 10 concerts between 90% capacity and SOLD-OUT
Columbus Symphony Orchestra
Marketing Counsel
(2007-08, 2009-2010)
  • Classical Series Single Ticket Sales
    • 24% growth in revenue; 2007-08 over 2006-07
    • 40% growth in tickets sold per concert; 2007-08 over 2006-07
    • 5% growth in revenue 2009-10 over 2007-08
  • Pops Series Single Ticket Sales
    • 84% growth in revenue; 2007-08 over 2006-07
    • BEST OUTCOME since 2001-02
Dayton Performing Arts Alliance
(2015)
  • Marketing Audit – with recommendations and tactical plan
Asheville Symphony Orchestra
Marketing Audit & Counsel (2010-11)
  • Classical Series Subscription Sales
    • 8% growth in revenue; 2010-11 over 2009-10
    • Reversed decline from 2009-10
    • 3% growth in revenue: 2011-12 over 2010-11
    • RECORD REVENUE 2011-12 and 2010-11 highest outcomes in organization’s history
Knoxville Symphony Orchestra
Marketing Counsel (2006 - Present)
  • Holiday Concert Sales
    • 78% growth in revenue; 2006 over 2005
    • 22% growth in revenue; 2007 over 2006
    • RECORD REVENUE 2007 – 11 outcomes best in organization’s history
  • Classical Series Single Ticket Sales
    • 10% growth in revenue; 2007-08 over 2006-07
    • RECORD REVENUE 2010-11 outcome best in organization’s history
  • Pops Series Subscription Sales
    • 29% growth in subscriptions sold; 2007-08 over 2006-07
    • SUSTAINED SUCCESS Pops paid capacity has averaged 85% since 2007-08
The Louisville Orchestra
Marketing Counsel (November 2012 - December 2014)
  • 2012-13 season
    - Best single ticket sales since 2005
  • 2013-14 season
    - Previous season’s single ticket sales fueled 24% over previous abbreviated season
    - 36% growth in subscription sales over last full season
    - Continued growth in single tickets
  • 2014-15 season
    - Highest subscription levels in a decade
    - Highest subscription revenues since 2007-08
    - As of December 31, 70% in single ticket sales over 2013-14
Indianapolis Symphony Orchestra
Marketing Counsel (2013 - )
  • Symphony on the Prairie
    • 2013 - RECORD PER CONCERT REVENUE - $65,000+ per concert, 4% higher than previous record
    • 2014 – RECORD REVENUE over 2013
    • 2015 – RECORD REVENUE over 2014
  • Yuletide Celebration 2013
    • Budget of $1.4-million exceeded before opening night for the first time ever
    • Record revenue with fewer performances
    • Change in marketing strategy brought expenses 30-35% under budget
  • 2015-16 Season·
    • 15% increase in sales over 2014-15 season
    • Record revenue of $8.49-million
  • 2013-14 Season·
    • 19% growth in ticket sales
    • 30% growth in subscriptions
  • 44% ticket income increase over 4 years!
Marketing Counsel (2003 - 2005)
  • Holiday Concert Sales (Yuletide Celebration)
    • 8% growth in revenue; 2003 over 2002
    • SUSTAINED SUCCESS revenue increased in 2003, 2004, and 2005
    • RECORD REVENUE 2005 revenue highest in organization’s history
  • Classical Series Single Ticket Sales
    • 34% growth in revenue; 2003-04 over 2002-03
    • 14% growth in revenue; 2004-05 over 2003-04
  • Pops Series Single Ticket Sales
    • 83% growth in revenue; 2003-04 over 2002-03
    • 41% growth in revenue; 2005-06 over 2004-05
  • Total Product Sales
    • 10% growth in revenue 2003-04 over 2002-03
    • $513,781 more revenue 2003-04 over 2002-03
SOUTH BEND SYMPHONY
(June 2014 - present)
  • 2014-15 Season
    • 25% growth in subscriptions
    • 48% growth in single tickets
    • Beethoven 9 a true "sell-out" performance
    • Lower marketing expense delivered a 154% increase to net contribution
  • 2015-16 Season
    • Subscription revenue 32% ahead of same date in 2014
Alabama Symphony Orchestra
Marketing Audit & Counsel (2008 - 10)
  • Classical Series Subscription Sales
    • 34% growth in revenue; 2008-09 over 2007-08
  • Classical Series Single Ticket Sales
    • 19% growth in revenue; 2008-09 over 2007-08
Louisiana Philharmonic
Marketing Audit & Counsel
(2004 – 2006)
  • With single ticket sales tracking 33% behind budget through December 2004, CRStager engaged to audit and recommend re-direction of marketing effort
  • With adjusted tactics and strategies, January through May concerts exceeded budgeted revenue by 6%
  • Subscription sales for 2005-06 tracking 10% ahead of previous season until Hurricane Katrina
  • CRStager marketing created recovery program for post-Katrina concerts, retaining almost all revenues generated pre-Katrina
  • Subscription campaign for 2006-07 exceeded revenue expectations by 40%
BEIJING, China Beijing Modern Music Festival
(2013)

Marketing Counsel for U.S. concerts


MELBOURNE, Australia
Melbourne Symphony Orchestra
(2013 - )

Pricing / Season Structure model for 2014 season
Marketing Counsel

Symphony Orchestra Augusta
Marketing Counsel
(2013 – )
  • 2013-14 Season
    • 72% growth in Classical Single ticket sales
  • 2014-15 Season
    • 10% growth in Classical subscriptions over 2014-15 achieved by August 1 – Two months before opening night
Nashville Symphony Orchestra
Marketing Counsel
(September 2013 - April 2014)
  • Marketing audit
  • Interim Marketing Department Leadership
Portland Symphony Orchestra
Marketing Counsel
(2013 – )
  • Pricing / Season Structure model for 2014-15 season
Dallas Symphony Orchestra
Marketing Counsel
(May 2013 – April 2014)
Amarillo Symphony
(July 2015 - present)
  • Marketing Audit – with recommendations and tactical plan
  • 2015-16 Season

    • 59% increase in ticket sales
    • 83% increase in ticket revenue
    • $3.32 jump in average ticket price
Midland-Odessa Symphony
(April 2016)
  • Marketing Audit – with recommendations and tactical plan
New Jersey Performing Arts Center - NJPAC
Marketing Counsel for Classical Concerts
(2013 - )

  • First direct mail initiative delivered $113,000 in new subscription and single ticket revenue in the six weeks following the $15,000 marketing investment

North Carolina Symphony
Marketing Counsel
(2011-12, 2013 - )
  • 2011-12 Single Ticket Sales
    • Highest Opening Weekend Sales of at least five seasons
    • Single ticket sales growth across the 2011-12 season
  • Development of 2014 Summer Concert Series
Sacramento Philharmonic & Opera
(December 2014 – present)
  • Engineered marketing plan for return of Orchestra

    • Return Concert = 1,648 paid = 92% capacity
    • Accomplished in just six weeks of sales
    • Half of all tickets sold were to new subscribers
    • Developed program for opening return concert – Vaughan Williams Concerto Grosso (featuring student & amateur string players from the community) and Mahler’s “Resurrection” Symphony
Utah Symphony
(2015 – present)
  • Marketing Counsel for Carnegie Hall performance
San Francisco Symphony
(2013-14 Season)
  • Record January single ticket sales in 2014 - 13,000 single tickets
  • 4,000+ single tickets sold for Beethoven's Seventh Symphony in first week of January - San Francisco Symphony record
  • Record February single ticket sales in 2014 - 11,000 single tickets
Philharmonia Baroque (San Francisco)
(2014 – present)
  • Marketing Audit – with recommendations and tactical plan
  • 2015-16 season

    • $633,000 in subscription revenue by July 2015, more than $51,000 above 2014-15 season FINAL
    • Number of subscription seats exceeded 2014-15 final by July 2015
    • Strong growth in San Francisco and Berkeley venues
San Diego Symphony (2015)
  • Marketing Audit – with recommendations and tactical plan
  • 2014-15 season
    • Final two concerts of season post the best single ticket sales of the season
  • 2015 Summer Pops
    • Posted record revenue
  • 2015-16 season
    • New Classical Series subscription sales surpassed previous season final by April 2015
 

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