Sam Bergman over at Inside the Classics Arts writes today about the efforts to attract the elusive (and some say mythical) 18-40 year old audience to orchestral concerts. He offers the idea of a later concert that might synch up with the predilictions of that age group:
But there are ways to massage these things, and a few groups are making the effort. London’s Orchestra of the Age of Enlightenment recently launched a series of 10pm concerts aimed squarely at the city’s young professionals, and guess what? They’re apparently turning out in droves. (Part of the appeal appears to be that the audience is allowed, nay, encouraged to drink during the show. No word on whether the orchestra gets to imbibe as well.) In this country, the groups that have tried late-night concerts are generally smaller ensembles unburdened by strict CBAs, but anecdotal evidence suggests that these, too, have been successes.
So, if you’re part of the ridiculously coveted 18-to-40 demographic, what about it? Would you be more likely to show up for a casual, dressed-down, late-night concert than a starchy, formal, early evening one? If we suddenly started doing an Inside the Classics show at 11pm on a Friday night, would you consider starting your bar crawl with us? Or are we really better off looking at the dinner theater option?
Some orchestras have gone for the older crowd with “coffee concerts” at 10 or 11 a.m. – so a 10 p.m. start time (common in some European venues at summer festivals) could be worth trying for some concerts (Antony and the Johnsons being a prime example for us this season).
What do you think? Take the new poll to the left to register your opinion!