Season subscriptions up for the fifth year in a row

(Orlando, FL – September 26, 2011) – The Orlando Philharmonic Orchestra’s ticket sales are up again this year, shattering local and national sales trends. With several months still left in the year, the box office is already seeing a 10 percent increase in subscriptions over this time last season, and renewal rates for freshman subscribers are over 53 percent and growing. This is the fifth year in a row the box office has seen such gains.

The Orlando Philharmonic has seen a steady increase in subscriptions since 2006-2007.
The orchestra already ahead for 2011-2012, with several months left in the year.

Subscriptions to the Philharmonic’s “Super Series” have been steadily rising over the past five seasons. So far in 2011-2012, the orchestra has sold over 3,432 subscription packages, 300 more than this time last year, and a huge increase over the 1,500 sold in 2006-2007. Executive Director David Schillhammer says the recipe for their success has been marketing, innovative programming and outstanding customer service.

In the fall of 2007, the orchestra began working with freelance arts marketing guru Jack McAuliffe, President of Engaged Audiences, LLC (www.engagedaudiences.com), who pushed the organization to stop devaluing tickets through incentives such as “buy one, get one” offers, and focus on marketing subscriptions. Specifically, he challenged the orchestra to convert one-time concert attendees into two- and three-time attendees, and then into long-term subscribers—minimizing something the industry refers to as “audience churn.”

In 2007-2008, the orchestra segmented its audience into six categories, based on subscription history, and began tailoring their efforts to maintain and grow subscriptions. Introductory subscribers were drawn in with a 50 percent discount their first year, and “freshman subscribers”—those renewing for the first time—were offered a 30 percent discount on their first re-subscription. Discounts were also offered to lapsed subscribers, who needed an incentive to return.

“’Exciting art, marketed well’ is the mantra of Kennedy Center President Michael Kaiser’s great book, The Art of the Turnaround,” says Schillhammer. “During times of economic uncertainty, it is critically important for cultural organizations to continue investing in exciting programs. Under the direction of Christopher Wilkins, the Philharmonic has developed innovative programming, demonstrated a commitment to community collaborations and matched it with a strategic marketing initiative,” says Schillhammer. “We are all thrilled that the community continues to respond enthusiastically, passionately and in record numbers.”

The orchestra also attributes its success to outstanding customer service, including a very accommodating ticket exchange policy. Season ticket holders have the opportunity to cancel or exchange tickets all the way up to concert night, or to forego one concert in order to buy two tickets to one they like better.

“I really go out of my way to make sure each ticket holder has the best experience possible,” says Diane Bishop, Director of Patron Services. “When I seat someone, I ask myself, ‘would I seat my family there?’ and I am happy to change people’s seats anytime.” From reseating patrons to forwarding requests for more handrails in the theater, Bishop takes care of patrons, and responds quickly to complaints and special requests.

And the customer service doesn’t stop when patrons leave the theater. Soon after attending, first-time concertgoers receive a survey in their e-mail inbox, asking them about their experience and their preferences for future concerts. After completing the survey, each patron receives customized discount code for an upcoming event that matches their interests. Those without e-mail get a personal letter from the Executive Director with a similar offer.

The Orlando Philharmonic was praised by Symphony Magazine in 2010 for their “stunning results,” namely, a 30 percent rise in subscriptions in 2008-2009, and a 50 percent increase in 2009-2010. The numbers prove double-digit increases are still possible for orchestras, even in an economic environment that has forced similarly sized organizations such as the Honolulu Symphony, the New Mexico Symphony, Syracuse Symphony and the Louisville Orchestra to close their doors. So with five years of growth under its belt, what will the Orlando Philharmonic do now? The answer is simple, says Schillhammer—“aim even higher for 2012-2013, the orchestra’s 20th anniversary season.”

Now in its 19th season, the Orlando Philharmonic Orchestra is Central Florida’s resident professional orchestra, appearing in more than 125 performances each season. Its mission is to foster and promote symphonic music through excellence in performance, education and cultural leadership. To learn more about the orchestra and its programs, please visit www.orlandophil.org.

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Contact:

Emily Lindahl elindahl@orlandophil.org
Director of Public Relations
Orlando Philharmonic Orchestra
812 E. Rollins Street, Suite 300
Orlando, FL  32803
PH: 407-896-6700 x223
FAX: 407-896-5512