Arts Beat: Evansville Philharmonic Orchestra reduces ticket prices

• By Roger McBain
• Evansville Courier & Press
• Posted August 29, 2010 at midnight

The Evansville Philharmonic Orchestra's strategic gamble - reducing ticket prices to increase audience and community support - means less ticket revenue this season, but it's paying off in other critical numbers, says Glenn Roberts.

Most notably, subscriptions are up for the first time in a decade. And contributions have grown, more than making up for the loss in overall subscription receipts, so far this season, says the orchestra's executive director.

As of Thursday, the orchestra had sold 2,258 subscriptions this season, up 20 percent over last year's 1,877 at this time.

That figure is likely to continue its increase as the season subscription drive, which includes Classics, Pops, combined and a "compose your own" four-concert package, runs into December, said Roberts.

At this point, the number of subscriptions already has surpassed last year's total of 2,254 subscribers.

With the reduced ticket prices for most of the auditorium, overall ticket revenue for the seats sold is down $11,304 compared to this time last year, but the Philharmonic Fund, an annual campaign to cover operating costs, is up $20,948 for the same period.

Some of that increase has come in grants, some from continuing subscribers who made up the difference or gave more than the difference between previous prices and this year's reduced prices, and some from contributors who just wanted to help out, said Roberts.

Last season, only 8 percent of The Victory's 1,831 seats sold for less than $25; this season, 70 percent cost $25 or less for full series subscribers. Sixty percent of the Philharmonic's current subscribers bought seats in those sections.

The Philharmonic also lowered ticket prices across the board, including premium seats in the balcony, with no additional facility fees, service fees, or premium prices for full series subscribers.

The Philharmonic also offers a money-back guarantee for new subscribers and 50 percent discounts on combined and Classics series subscriptions for full-time students and children.

"In these difficult economic times many orchestras across the country are struggling with declining audiences and at the same time trying to make a compelling case for support to secure donations," said Roberts. "By lowering prices our objective is simple: to sell more tickets and thus make a make a strong case for support built on a growing audience."

The Philharmonic's 2010-2011 season begins Sept. 11 in The Victory with "Red, White & Blue Jeans," a tribute to American music featuring Grammy-awarding winning violinist and composer Mark O'Connor. The program includes Charles Ives' Variations on "America," Aaron Copland's "Appalachian Spring," O'Connor's Double Violin Concerto and George Gershwin's "An American in Paris."

For purchases or information about season and single tickets, call (812) 425¿5050 or visit http://www.evansvillephilharmonic.org/.

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