Check out another fabulous article written by the Peninsula Music Festival's Executive Director, Sharon Grutzmacher! She describes some of the changes and growth the PMF has gone through in order to become an exquisite musical experience for everyone!
One of the hardest parts about the service industry is our never-ending quest to try to please everyone. Though the adage says you can’t, we never stop trying!
In the symphony world, one of our greatest challenges is to attract and grow new audiences without alienating those who have been supporting us for many years. The symphony world is often accused of being stuck in an antiquated model of how it delivers its product and its message and there is truth to that accusation. The problem is, our long time ticket buyers and donors like the antiquated model and the new audience we are trying to attract does not.
So what’s an orchestra to do? The first thing is to move slowly. Don’t try too many things too fast. When the Peninsula Music Festival revamped its website a few years ago, it included the addition of video. Long ago, when the PMF first launched its website, it was like pulling teeth to get our patrons to make use of the website. Now that using the website is no longer an issue, the idea of using YouTube or iTunes was the next hurdle. The new audience we were trying to reach immediately subscribed to the iTunes podcasts and our YouTube channel, but our longtime patrons do not like to ‘leave’ our website. The solution: all of our videos are imbedded on our website so viewing is easy for those who do not like to ‘leave’ or prefer not to have to establish any on line accounts to view video. For those who will not even watch videos on line, we created a DVD collection, which can be purchased for a nominal fee.
Once we began to see a comfort level in our revamped website, we moved into Social Media. Utilizing Facebook and Twitter, we have again, reached a new and younger audience without alienating our current audience. While our young fans grow through Facebook, existing patrons can literally ignore the whole world of Social Networking if they so choose. With a year under our belt in the Social Networking world, we are seeing a rising usage by our current audience as they join Facebook to connect with family.
Years ago, we shifted our concert nights from Wednesday, Friday and Saturday to the current Tuesday, Thursday and Saturday. The old “two weekend” dates reflected the days when families spent the summer in Door County and the working husband/father who stayed home during the week, joined the family on the weekends in Door County. As people began to take shorter vacations and the amount of families spending the entire summer in Door County dwindled, a move to Tuesday, Thursday and Saturday reached a new group of people who vacationed in the County at the beginning of the week and had missed our concerts.
For our August 2011 season we have made two changes that are being met with a multitude of different reactions. The first new item is our ‘From Broadway to Hollywood’ concert on Saturday, August 6. This concert features some great music from stage and screen played by our amazing orchestra. Our long time, hardcore symphonic music patrons feel that this is out of character for the Peninsula Music Festival, which prides itself on its commitment to new works and challenging repertoire. Some of our long time ticket buyers have turned back their tickets for this concert, choosing not to attend what they feel is a ‘pops’ concert. Yet, the concert is selling well, mostly to people who have never attended and also to families. It is a good concert for first time attenders and also for children. In addition to the recognizable music, the Festival Orchestra will forgo the summer tuxedos in favor of colorful shirts to add a more casual atmosphere to the concert. The hope is to increase the comfort level of those who have never attended a symphony concert before.
The second new item is the 6:30 start time for all the Saturday concerts this August. Tuesday and Thursday concerts will continue to start at 8:00 pm, but the Saturdays will have a 6:30 start and end around 8:30/8:45. Again, the reactions have been mixed. Many of our long time ticket buyers are again wondering why we would make this change. It makes it difficult for some people to have dinner before the concert and others have earlier plans that interfere with this start time. The reasoning behind this change is two fold. First, a 6:30 start time assists our patrons who can no longer drive at night and that is a growing segment of our long time supporters. Getting out of the concert a full hour and a half earlier means that it will not be dark at this time of year. Even if these patrons no longer subscribe, at least they can attend three concerts. The second reason is families. If we want to attract families to classical music we have to make it accessible as well as affordable. With a concert ending at 8:30/8:45, young children can enjoy the concert and still have a reasonable bedtime. On the affordability end, the PMF instituted a $10 ticket two years ago for students and children. This price is good for any concert, any seat, anytime. This means that a family of four can attend a professional symphony concert for as little as $80.
It is also important to note, that the 6:30 start time is not carved in stone. At the end of the season, the board of directors will evaluate the change taking all of the feedback into consideration to determine if it will continue into the future.
Change is hard for all of us. It is important that the Peninsula Music Festival continue to reach out to find a new audience while continuing to nurture our current audience. Trying to please everyone all the time is impossible, but that won’t stop the staff at the Peninsula Music Festival from trying!
Sharon Grutzmacher is enjoying her twentieth season as Executive Director of the Peninsula Music Festival.