Friday, September 27, 2013

The Cleveland Orchestra's Student-Ticket Success

Back in January, halfway through the 2012-13 season, the Cleveland Orchestra announced that its student-ticket sales were up 55% over the previous year, helping to account for a 24% increase in earned revenue. On May 30, the orchestra released its final numbers: a 65% season-over-season increase in student tickets sold, and a 27% increase overall increase in ticket sales.

These are great numbers, but it's important to note that Cleveland has a $20-million fund to help cover the discount that students receive. Not all orchestras have that cushion to help them absorb the added cost of marketing to students, a notoriously fickle and transient group.