Document Type
Poster
Publication Date
Spring 2026
Abstract
The American symphony orchestra is widely perceived to be a dying institution. This research investigates that perception and finds that it is largely unsupported. Sector revenue is growing, new households are entering concert halls, and younger audiences are engaging with orchestral music at higher rates than previous generations. However, Americans rate symphonies the least welcoming of any cultural institution, and strategies widely adopted to address declining attendance have been shown to be ineffective as conversion tools. The problem lies in marketing and communication. This project synthesizes sector-wide research and case studies to identify which audience development strategies are supported by evidence, with findings differentiated by orchestra size and resource level. As an applied component, these findings informed a pro bono consulting engagement with the Columbus Symphony Orchestra, where the research and a prototype deliverable were presented to CSO's marketing and development team.
Recommended Citation
Ferrara, Rachel, "Classical Music Isn’t Dead: Audience Development and Marketing Strategies for the Mid-Sized American Orchestra" (2026). IPHS 484: Senior Seminar. Paper 49.
https://digital.kenyon.edu/dh_iphs_ss/49
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.