Overture Magazine: 2016-2017 Season March-April 2017 | Page 11

BSO Pulse

“ Pulse-goers realize immediately that the Meyerhoff is a friendly place ,” says Tonya McBride Robles , BSO vice president and general manager .
Finger on the PULSE According to a longitudinal report by the League of American Orchestras , orchestras are robust assets to communities in the U . S ., contributing $ 1.8 billion to the economy and attracting nearly 25 million audience members . The report , which looked at the years from 2006 – 2014 , also noted that symphonies are in a time of transition . Under the leadership of Marin Alsop , the BSO has gained a reputation for program innovation and community outreach . It has also been proactive about audience sustainability .
“ All orchestras are dealing with declining subscription sales and an aging audience ,” explains Tonya Robles , the BSO vice president and general manager . “ It makes good business sense for our long term growth for us to identify new audiences and it is very much in keeping with the innovative spirit of our organization .”
The BSO used its first round of Wallace funds to create Pulse . Each concert opens with a classical performance by members of the BSO followed by a set by a featured rock artist , culminating with a musical collaboration between the two groups . Ticketholders enjoy a pre-concert party featuring live music , drink specials and food .
Pulse had a strong start with two sold-out concerts last season . The Wallace-funded surveys indicate that most attendees were new to the BSO and said they would likely attend a non-Pulse BSO performance in the future . The BSO can translate that kind of evidence into targeted outreach . “ It is important to make decisions based on data , not anecdotal evidence as we develop new programming and marketing efforts ,” says Robles .
This season , the BSO is focusing on expanding Off The Cuff . The performance of Beethoven ’ s Symphony No . 7 in January , for example , featured a “ Beethoven ’ s Beergarden ” themed after-party . The season ’ s final Off The Cuff performances will be May 5 and 6 , when Markus Stenz leads the BSO in Stravinsky ’ s The Firebird .
Fun for All The BSO ’ s outreach efforts are not only directed at new concertgoers ; they also help to change up experiences for longtime patrons . This season , the symphony is offering its Late Night Series , where guest artists perform after the concert in the lobby for audience members who wish to stay . The St . Lawrence String Quartet and pianist Jean-Yves Thibaudet have taken part in Late Night performances this season .
The BSO also offers a range of special prices and flexible packages to young people . These include College Nights and Student Select ( discount ticket programs for students ) as well as the Passport program ( for music lovers aged 21 – 40 ). These programs have seen a 40 percent increase in membership over the past season , indicating that once someone encounters the BSO , they want to return .
Extending a warm welcome to new audiences is essential , says Robles . “ Our biggest challenge is a perception problem ,” she points out , “ this idea that the Meyerhoff is an ivory tower . It isn ’ t .” Pulse-goers realize immediately that the Meyerhoff is a friendly place , Robles says .
Like most successful arts organizations in the current environment , the BSO understands the need to adapt , says Robles . The Wallace Foundation grant , she says , has helped pave the way for testing new ideas . “ We ’ re willing to experiment and to learn so we can take the most strategic approach to programming and marketing moving forward .”

BSO LAte Night

Guest artists perform in the lobby of the concert hall for audience members who wish to stay .
FREE TO ALL
SUNDAYS @ 7:30PM
CHAMBER MUSIC BY CANDLELIGHT Featuring members of the Baltimore Symphony Orchestra
MAR 05 , 2017
APR 09 , 2017
★ PREMIERE
MAY 21 , 2017 Free Post-Concert Reception
JUNE 11 , 2017
SUNDAYS @ 3:30PM
MAR 26 , 2017
Moran Katz , clarinet
APR 23 , 2017
Wonderlic Recital
MAY 07 , 2017 Times Two : Draiblate & Johnson
For more information call 443.759.3309 or visit CommunityConcertsAtSecond . org
March – APRIL 2017 | Overture 9