Selling the Symphony

(first published in The Cincinnati Post Sept. 10, 1991)

Music Hall from the stage is a breathtaking sight: curving balconies, crystal chandelier.

It is a stage with a view.

But the view facing the Cincinnati Symphony Orchestra, on the eve of its Friday night opening with violinist Midori, has fewer and fewer people in those plush red-velvet seats.

For one thing, there are so many seats - 3,631 of them, making Music Hall one of the largest concert halls in the United States.

Making it even tougher for the CSO, concert attendance is down. Average tickets sold at CSO Music Hall concerts fell from 2,362 in 1988-89 to 2,101 in 1989-90 to 1,931 in 1990-91, said CSO marketing director Dianne Cooper.

In addition to the declining attendance, the CSO is facing declining government support and a greater struggle for corporate contributions. Its operating deficit in 1989-90, the last year for which figures are available, was $1.3 million

The CSO is not alone; orchestras across the United States are experiencing similar downturns. Figures supplied by the American Symphony Orchestra League, based on 128 orchestras, show that total attendance at regular subscription concerts fell 7.19 percent during the 1989-90 season.

"Overall, it's level," said Douglas Patti of the ASOL; the previous year actually showed an increase, she said. "But there's no question everybody is worried. We don't know if that drop is going to hold."

The chief reason for those empty seats is the vanishing subscriber, said the CSO's Ms. Cooper.

"It's occurring because of a lifestyle change," Ms. Cooper said. "People are busier today than they've ever been. They have less time to make a commitment to 24 concerts. Also, they are enjoying staying home with their families on the weekend, rather than going out for social or cultural entertainment."

The other side of the coin, however, is that there has been a nationwide increase in ticket sales.

"People are picking and choosing," said the ASOL's Patti.

At the CSO, said Ms. Cooper, subscriptions fell 5 percent during 1990-91, but single tickets rose 26 percent.

Even at the Cincinnati Pops, subscriptions have leveled out, although most concerts still draw 3,000-plus, she said.

The CSO hasn't been fiddling while Rome burns. Buoyed by a strong finish last season - British violinist Nigel Kennedy had customers lined up on Elm Street for the season finale in May - Ms. Cooper and her staff have come up with a sheaf of new strategies to rebuild the CSO audience. They include flexible subscriptions, a "grassroots" ticket campaign, Pulitzer-Prize- winner Jim Borgman's cartoons and a try-me option called Casual Classics.

Making their job easier is an attractive '91-92 season, featuring everything from Mozart to Col. Klink.

For the 1991 bicentennial of Mozart's death, the CSO will perform his Requiem and a concert version of his opera "The Magic Flute." The Christopher Columbus quincentenary will get a nod with Spanish composer Manuel de Fallas' opera "La Vida Breve" (again in concert form). Dropping by will be such stars as Pinchas Zukerman and Lynn Harrell, plus TV's Werner Klemperer (Klink on "Hogan's Heroes"), who will narrate Beethoven's "Egmont."

The CSO's sales tactics:

Opening night this year will be truly opening night. Traditionally, the season has begun with a Friday morning concert, not the best hour to party - or to maximize your audience (last year's opener played to a meager 1,755, despite pianist Emanuel Ax and an upbeat program).

The CSO hopes to pack them in this year with Japanese violinist Midori, headliner for the 8:30 p.m. concert (to be repeated Saturday, both concerts conducted by CSO music director Jesus Lopez-Cobos).

The opening-night party continues through the weekend. Friday's event, "Cincinnati Connects," targets young people, a crucial market if orchestras are to replace their graying audiences. A 5 p.m. reception at the Contemporary Arts Center precedes the concert; then there's a rock 'n' roll bash in the Music Hall Ballroom, with White Castles and Snappy Tomato Pizza. Cost is $18, including concert ticket (call 381-3300).

Saturday's black-tie Japanese-themed affair includes pre- and post-concert parties in Corbett Tower, with dinner and dancing ($150, 489-6759).

New-subscriber night. To help out new subscribers who may be cowed by Music Hall or worried about what to wear or where to park, the CSO will hold an orientation session Wednesday at 7 p.m. Attendees will be shown their seat locations, tour the building and get a season preview from Lopez-Cobos.

Security should not be a concern at Music Hall, Ms. Cooper added. The Cincinnati Police will have extra people around Music Hall "before, during and after our concerts"; for those who leave early or late, there will be people at the doors to accompany them to their cars, she said.

Flexible ticket-exchange policy. For the first time, subscribers may exchange their tickets for any other concert during the season (previously, tickets could be exchanged only for the other performance that weekend).

Grass-roots sales campaign. Sally Krefting of the Cincinnati Symphony Association (the CSO's volunteer wing) has spearheaded a ticket sales campaign with a networking angle. Armed with a slide show on the CSO season, CSA volunteers are making pitches to co-workers during lunch breaks, at private parties, at clubs and senior centers. "They take orders for subscriptions on the spot," Ms. Cooper said.

Casual Classics. Led by CSO assistant conductor Keith Lockhart, this two- concert Saturday morning series is designed to make classical music more accessible. "Jeans and sneakers" are correct, programs short (60-90 minutes), and families are urged to attend, said Ms. Cooper. Lockhart will also comment on the music.

Jim Borgman's cartoons. "Wolfy, break a leg," reads a telegram held by a thumbs-up Mozart in the first of the Enquirer cartoonist's sketches for the CSO's '91-92 weekly ads. A Borgman design also graces the CSO's season brochure.

"Making music friendly" is Borgman's message, said Ms. Cooper, as is the CSO's attention-getting "best team playing" TV commercial, which is being re-run from last year. The popular spot compares CSO players to baseball stars.

Expanded ZIPTIX. Half-price CSO tickets are being sold at both the CSO Ticket Store in the Clopay Building, Fourth and Walnut streets, downtown, and the Music Hall box office from 11 a.m. to 2 p.m. concert days. Previously they were sold from noon to 1 p.m. only at the Ticket Store.

With ZIPTIX, "you can buy a gallery seat for $4.25, a seat in the orchestra or balcony for $10 or $12," said Ms. Cooper.

All this effort is paying off. "For the first time in years" there were long lines when the box office opened last week, she said. "We feel like a lot more people are aware of what's going on with the symphony, and they feel a lot more excited about it.

"It's more fun, not so intimidating. And people are subscribing."

How the CSO compares - Here's a sampling of some prominent U.S. orchestras, listing the amount of their deficits and the estimated size of their current endowment funds as compared with the Cincinnati Symphony Orchestra:

Orchestra - Deficit - Endowment

CSO - $1.3 million (1989-90) - $34 million

Cleveland Orchestra - $1 million (1989-90) - $50 million

Minnesota Orchestra - $631,208 (1989-90) - $50 million

St. Louis Symphony - $300,000-400,000 (1990-91) - $24-$25 million

Detroit Symphony - $2.9 million (1990-91) - $18 million

L.A. Philharmonic - $1 million (1990-91) - $18 million

SOURCE: Rocky Mountain News, Cincinnati Symphony Orchestra - wmp

The CSO 1991-92 season:

Friday and Saturday - Jesus Lopez-Cobos, conductor. Midori, violin. Mozart. Dvorak. Tchaikovsky.

Sept. 20, 21 - Lopez-Cobos. Henriette Schellenberg, soprano. Werner Klemperer, narrator. Mozart. Beethoven, "Egmont."

Sept. 21 - Casual Classics (non-subscription). Keith Lockhart, conductor. Dvorak. Beethoven. Stravinsky.

Sept. 27, 28 - Lopez-Cobos. Mozart, "The Magic Flute."

Oct. 4, 5 - Lopez-Cobos. CSO principal winds. Mozart. Martin. Tchaikovsky.

Oct. 11, 12 - Jiri Kout, guest conductor. Samuel. Hindemith. Berlioz.

Oct. 18, 19 - Claus Peter Flor, guest conductor. Rudolf Buchbinder, piano. Mozart. Shostakovich.

Nov. 8, 9 - Libor Pesek, guest conductor. Joshua Bell, violin. Stucky. Sibelius. Dvorak.

Nov. 15, 16 - Pinchas Zukerman, guest conductor, violinist. All-Schubert.

Nov. 22, 23 - Ivan Fischer, conductor. Pinchas Zukerman, violin. All- Beethoven.

Nov. 23 - Casual Classics (non-subscription). Lockhart. Berlioz.

Nov. 29, 30 - Fischer. Haydn. Mahler.

Dec. 6, 7 - Lopez-Cobos. Benita Valente, soprano. Camelia Johnson, alto. May Festival Chorus. Mozart, Requiem.

Jan. 10, 11 - Lopez-Cobos. Non-principal members of the CSO. Works to be announced.

Jan. 17, 18 - Lopez-Cobos. Eric Kim, cello. Tania Leon, "Carrabili" (world premiere). Walton. Elgar.

Jan. 24, 25 - Lopez-Cobos. Maria Joao Pires, piano. Augustin Dumay, violin. Mendelssohn. Bruckner, Symphony No. 9.

Jan. 31, Feb. 1 - Fischer. Dmitry Sitkovetsky, violin. Mendelssohn. Bernstein. Rimsky-Korsakov.

Feb. 7, 8 - Fischer. Yefim Bronfman, piano. Prokofiev. Brahms.

Feb. 21, 22 - Andrew Litton, guest conductor. Elisabeth Leonskaja, piano. Beethoven. Shostakovich.

Feb. 28, 29 - Lopez-Cobos. Falla, "La Vida Breve."

March 6, 7 - Lopez-Cobos. Lynn Harrell, cello. Koplow "Legacy of J. Ralph Corbett" (world premiere). Lutoslawski. Tchaikovsky.

March 27, 28 - Eri Klas, guest conductor. Richard Stoltzman, clarinet. Eberhard. Brahms. Busoni. Sibelius.

April 3, 4 - Lockhart. Garrick Ohlsson, piano. Dvorak. Copland.

April 24, 25 - Lopez-Cobos. Florence Quivar, mezzo-soprano. Women of the May Festival Chorus. Brahms. Berlioz. Debussy.

May 1, 2 - Lopez-Cobos. Nicholas Angelich, piano. Smetana. Liszt. Corigliano, Symphony No. 1.

May 8, 9 - Lopez-Cobos. Angel Romero, guitar. Albeniz-Arbos. Ginastera. Rodrigo. Turina.

Concerts are at 8:30 p.m. at Music Hall, except Sept. 20, Oct. 4, Nov. 8, Jan. 17, Feb. 7, Feb. 21, March 27 and May 8, which are at 11 a.m, and Casual Classics, which are at 10:30 a.m.

Subscriptions (eight, 16 or 24 concerts) are $50-$702. Classic Choice coupons, redeemable for six or ten concerts, are $66-$150. Call 381-1338. Singles, $8.50-$43.50 (381-3300). Casual Classics are $15, $10 for children; singles, $10, $7 (381-3300).