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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