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PDFOpen Access (License Unspecified), Open Access
Thesis
Audience engagement in New York State: a comparative case study of three orchestras in western and central New York
Master of Science (M.S.), Drexel University
Apr 2017
DOI:
https://doi.org/10.17918/etd-7691
Abstract
The purpose of this paper is to discover what audience engagement practices are being utilized by orchestras in Western and Central New York. In the constantly changing field of orchestral audiences, orchestras need to find innovative ways to build relationships with current and potential audiences. While the large majority of classical music audiences are white and middle to upper class, that audience group is aging, causing orchestras to focus on newer audiences, particularly younger ones. This study also discusses activities that can attract the millennial age group. The conclusions reached in the study are the result of interviews with staff members that are responsible for creating marketing plans, including engagement activities and strategies. The results found were then analyzed and considered against current suggested practices. The findings from this paper will hopefully be useful to other orchestras, across the nation, in finding and developing audience engagement activities for their constituents, including in-depth musical programming, social events before and after concerts, and interactive community outreach programs.
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Details
- Title
- Audience engagement in New York State
- Creators
- Kari Swenson - DU
- Contributors
- Jean Brody (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 47 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 7691; 991014632065304721