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Showing posts from May, 2014

Why are people under 40 not in your concert hall?

Symphonies are becoming increasingly aware that the average age of their patrons and ticket buyers are aging, with no real increase in getting a younger generation of symphony goers to replace them. Why??? It comes down to how we communicate with this younger generation.
If your concert hall does not have people under the age of 35, it is because of the culture you have established. They do not feel comfortable in your hall and until they do, they have no desire to attend your concerts.  This is, of course, a generalization, but overall, people under the age of 35 have a few things in common that we need to be aware of in order to effectively market to them.
There are roughly 79 million Millennials in the United States—25 percent of the population. The Millennials exceed the number of Baby Boomers (often their parents) by about 3 million. They have been through two recessions: one at the beginning of the millennium, another in the great recession caused by the mortgage crisis in 2009.…