Adapting to Changing Audience Tastes and Preferences


July 25, 2024

2:00pm Eastern/11:00am Pacific

How are ticket buyer tastes in music changing and how can orchestras adapt programming models to match those expectations? Join us for an illuminating 60-minute webinar on Thursday, July 25 to review recent research by WolfBrown, where we’ll analyze survey data from nearly 10,000 patrons of 18 League member orchestras. The session will explore the larger landscape of musical tastes, types of orchestral experiences, interest in music appreciation (educational) programming, interest in thematic programming, receptivity to immersive formats, and other topics. Representatives of participating orchestras will share how they’re digesting the research and what practical steps they’re taking to serve a broad range of taste communities.

Speakers: Alan Brown, Managing Principal, WolfBrown; Grace Kennerly, Executive Director, A Far Cry; Annemarie Petrov, President and CEO, Edmonton Symphony; and Peter Rodgers, Director of Marketing, Madison Symphony Orchestra

Who Should Attend?

Marketing directors and staff, programming directors and staff, executive directors, education and community engagement directors and staff, artistic administrators, board members, and anyone interested in better understanding the tastes of orchestral audiences.

Even if you can’t attend the session live, register to receive a recording.


  • $20 for members
  • $35 for non-members


Please contact Member Services at member@americanorchestras.org.

The content of this webinar was developed by WolfBrown.

This webinar was made possible by a generous grant from The Wallace Foundation.

Additional support is provided by generous grants from the Howard Gilman Foundation and National Endowment for the Arts, as well as, in part, by public funds from the New York State Council on the Arts with the support of the Office of the Governor and the New York State Legislature.

Photo: Audience enjoying an outdoor concert from the Mercury Chamber Orchestra, part of Conference 2024. Credit: Melissa Taylor.

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