Reimagining the Orchestra Subscription Model

Reimagining the Orchestra Subscription Model

The slow, steady decline in orchestra attendance appears to be due, in part, to frustration with the orchestra subscription model and how orchestras engage — or don't — with consumers, a report from the League of American Orchestras finds. According to the report, Reimagining the Orchestra Subscription Model (54 pages, PDF), orchestras need to adapt their subscription packages to account for consumers' desire for more flexibility, greater customization, and more meaningful relationships with cultural institutions. Orchestras also should expand their use of social media, mobile apps, and "bring-a-friend" programs — all of which have the added benefit of leveraging millennials' passion for "connectedness" — and make an effort to be flexible with respect to performance dates and offer smaller curated packages, monthly installment payment plans, and tiered memberships that include extra benefits.