Conference 2023: Diversifying your Audience Through Non-Classical Programming

Speaker(s): Shelly Fuerte, Vice President of Popular Programming, Pittsburgh Symphony Orchestra; Darcie Kozlowski, Director of Popular Programming, Oregon Symphony; Byron Stripling, Principal Pops Conductor, Pittsburgh Symphony Orchestra; Steven Weiser, Executive Director, Erie Philharmonic

Non-classical “pops” programming has for decades generated excitement at orchestras across the country. How popular is Pops? Pops and other non-classical performances, featuring a richly diverse range of artists and music, generate an average of 20% of an orchestra’s ticket revenue in any given year, according to the League of American Orchestras’ 2019 Orchestra Statistical Report. But beyond revenue numbers, non-classical concerts can help diversify your audiences, bringing in new patrons that may never have set foot in your hall. Three seasoned orchestra professionals discuss how they collaborate with their teams to build non-classical programming that not only entertains the masses, but also expands their orchestras’ reach into their communities.

This session has been generously sponsored by The Stander Group. This session is made possible by a generous grant from The Wallace Foundation. Photo Credit: Jason Cohn