A new ISO marketing move

December 18, 2007
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Just yesterday, the Indianapolis Symphony Orchestra announced a new addition to its schedule--a Tuesday night preview concert of music excerpts from upcoming shows. The Jan. 8 coming-attractions evening ticket price is $5, which also includes a 2-for-1 offer for a future show.

Getting audiences to sample is always a challenge for symphonic music (as well as dance, opera and just about all of the "higher" arts).  And this sampler night certainly seems like a worth-a-shot program. I know a number of people who might consider braving a cold winter Tuesday night to get a taste of the ISO.

These days, the Hilbert Circle Theatre is filled with Yuletide Celebration attendees. And during the regular season, there is a loyal, appreciative audience. But, for the rest of you, why haven't you gone to the symphony lately?

And if you are a Yuletide-and-only-Yuletide or Pops-and-only-Pops or Conner-Prairie-but-not-Hilbert-Theatre attendee, what are the barriers keeping you away?

Do you believe programs such as the sampler night ultimately can help convert some of you into regular ISO goers?

Your thoughts?
  • Seems pretty clever to me. In fact, why not have a mini-version of such a thing as part of the 'Yuletide' show . . . a 'trailer' of sorts for coming ISO attractions?
  • I think it sounds cool-- I would definitely be interested in seeing the Symphony for $5!
  • As a 20 something arts patron I think the $5 preview night is a wonderful idea -- personally, I hope to take advantage of this preview opportunity. My guess is that I’d do this two to three times a year. I don't know what it is about people my age but we are hard to nail down as far as high ticket prices go for traditional performing arts...but I think this was a great move by the ISO!
  • Great move on the part of the ISO....not just for trying to entice some younger patrons, but also those who would like to attend, but are not in a financial position to purchase a couple of normal admission tickets.

    It also allows people who think of the symphony as stuffy to see what it is really like in a less formal setting.
  • This is awesome!! With that type of opportunity, I'm going to bring my 7 yo daughter downtown to see it. No time like the present to submerse her in the arts.
  • I like it but I'd like it even better if it were earlier than 8pm. A little closer to quitting time at work and I'd be a definite attender.

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