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The BSO Engages Next-Gen Audiences by Christianna McCausland
Nicholas Hersh , the BSO ’ s associate conductor , loves an Off The Cuff concert . In these innovative performances the conductor gives insight into the music , turning to the orchestra to help illustrate points . ◗ “ The simple act of speaking from stage breaks down that imaginary wall between the stage and the audience ,” says Hersh . “ So someone completely new to the orchestra hall can fully appreciate and enjoy the masterworks of the symphonic repertoire .” ◗ Last November , Hersh conducted music from Tchaikovsky ’ s classic The Nutcracker as an Off The Cuff . Afterwards , he joined a gathering in the lobby where seasonal refreshments like hot chocolate were served . ◗ “ It was wonderful to walk out and see a more diverse crowd than I have usually noticed at our subscription series ,” he recalls . “ I chatted with several folks who came from all walks of life — many said it was their first time at the symphony and they looked forward to returning .”
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BSO PAssPort
Nicholas Hersh , below right , conducts Pulse at the Meyerhoff .
That ’ s just the sort of feedback the BSO is seeking as it makes a strategic and data-driven play to engage new music lovers who will become a part of the symphony ’ s long-term future . And at just 28 years of age , Hersh is the perfect front man for the next generation of concertgoers the BSO seeks to attract through such initiatives as its Pulse concerts and Off The Cuff .
Foundational Support In April 2015 , the BSO became one of 26 performing arts organizations selected by The Wallace Foundation to receive a portion of a $ 52 million grant as part of the Foundation ’ s audience-building initiative . Other recipients included Woolly Mammoth Theatre in D . C ., New York ’ s Alvin Ailey American Dance Theater and Lyric Opera of Chicago .
New patrons ages 21 – 40 are able to experience the BSO at a discounted rate . Increases in membership prove that once someone encounters the BSO , they want to return .
“ Attracting and engaging new audiences is challenging for arts organizations ,” says Will Miller , president of The Wallace Foundation . “ Even as the number of arts groups has grown , national rates of participation in the arts have declined and arts education has waned .” At the same time , he points out , “ competition for ways to spend leisure time has increased .”
The Foundation asked each organization to propose one or more initiatives — be they commissioning new art , for example , or staging works in unique venues — to attract new audiences . In addition , and arguably more crucial , the grant funds audience research that will ultimately inform a series of statistical reports . The data in these reports will show what worked across all participating arts organizations and will help the entire arts community to design new programs .
Jordan August