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

• 49% growth in revenue; 2010-11 over 2009-10
• 16% growth in revenue; 2012-13 over 2011-12

• 24% growth in revenue; 2010-11 over 2009-10
• 18% growth in revenue; 2011-12 over 2010-11

• 43% growth in revenue; 2010-11 over 2009-10
• 8% growth in revenue; 2012-13 over 2011-12

• 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

• Marketing Counsel for Carnegie Hall performance

• 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

• 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!

• Marketing Audit

• 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.

• 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

• 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

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

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%

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%

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

• 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

• 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

• Marketing Audit – with recommendations and tactical plan

• 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

• 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

• 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

• 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
  • 2016 - RECORD REVENUE over 2015
  • 2017 - ALL TIME RECORD REVENUE

• Yuletide Celebration
  • Four straight years of record revenue, year over year
  • Change in marketing strategy brought expenses 30-35% under budget
• Fall/Winter/Spring Subscription Seasons
  • Year over year growth in subscriptions – up over 30%
  • Year over year growth in single tickets – fueling subscription growth
• 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!

• 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

• 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

• 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

• 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%

Marketing Counsel for U.S. concerts

Pricing / Season Structure model for 2014 season
Marketing Counsel

• 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

• Marketing audit
• Interim Marketing Department Leadership

• Four seasons of Subscription growth - with all-time record revenue in 2017-18
• Four seasons of Classical Single Ticket growth - 26% over four years - 2016-17 record season
• 37% total single ticket revenue growth (Classical and Pops) over four seasons.

• 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

• Marketing Audit – with recommendations and tactical plan

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

• 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

• 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

• Marketing Counsel for Carnegie Hall performance

• 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

• 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

• 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