Attracting and Retaining Audiences at New Symphonic Orchestras

June 2024

This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.

In light of current audience trends, a member of ABA who will be producing a symphonic season for the first time sought to understand the best practices for attracting and retaining audiences in the realm of symphony orchestras — particularly focusing on younger generations.

To achieve this goal, the ABA conducted ten interviews with orchestras worldwide: six in Europe, and four across Singapore, Australia, Ecuador, and the US. The resulting study provides a guide for any organization looking to launch a new artistic offering in the symphonic music space. 

The study's findings include:

• A comprehensive framework for strategically attracting and retaining audiences to a new artistic offering.

• A detailed breakdown of different elements comprising the strategies of the interviewed orchestras in audience building, with an emphasis on young audiences.

• Case examples of exceptional approaches to this topic.

To access these findings and more, please download the report below.