Many of you are about to start your new season in the next month, so, I want to ask: How much hoopla are you making about it? Years ago, local newspapers would cover a press announcement of a new season, as they still do here in New York City with the Metropolitan Opera or New York Phil. However, in most of the rest of the country it’s up to you to make the most of your season announcement.
Many organizations simply send out a traditional subscription renewal package by mail, or more frequently by email, and that’s pretty much it. However, given that we are all in the live event production business, why not turn your season announcement into a live event?
When I ran the American Symphony Orchestra many years ago, we partnered with WQXR, the local classical station here in New York, and we produced a five-hour “subscriber-thon” in which we played excerpts of the music we were performing that season, invited guest musicians and our conductor to come to the station, and had phone lines open where people would subscribe. If memory serves, we signed up over a third of our subscribers in one day with that event.
There are lots of other creative ideas. Read the Article