Audience Building in a Post-COVID-19 Society: Shop (& Listen) Local

How long will it take for people to have the courage to come back to the concert hall, given our newfound fear of mass gatherings? With concert cancellations a new reality for us all, will subscription sales take a hit in favor of the flexibility of single tickets? With countless arts organizations currently putting up so much of their content for free online to stay connected with their listeners and fans, are we creating unintended changes in listening habits? What role will live streaming play? Will audiences find that their home is a sufficient place in which to consume great art and that there is no need to buy a ticket to the concert? Or will expanded accessibility to music make people more interested in their local orchestra? The jury is still out on all of these questions. 

With all of the uncertainties about building/retaining a loyal patron base, there is a lot to be learned from the shop/buy local movement. During the great recession, countless small businesses had to close their doors as they competed with giant online retailers. The big lesson learned was that the local shops that survived - even thrived against the threat of online convenience - were the shops that sold specialty and unique quality items that were well-curated for their guests. By having these offerings, they created an in-person experience that online shopping could not. 

As I think about what "unique," "specialty," and "well-curated" musical experiences look like for our audience, my mind goes to refocusing our attention on the incredible level of talented artistry found within the region. Collaborations that may include side-by-side performances with local youth orchestras on masterworks series, choral/orchestral works with a local chorale, collaboration with regional ballet companies, and commissioning a local composer to write a work about the local experience are all powerful ways to offer a unique experience that is curated for the local music lover. Many of these suggestions would see a spike in attendance from the parents and family members of the collaborative performing organizations. Furthermore, they would serve to expand the potential audience of the collaborating groups, thus lifting-up all local performing arts organizations. 

I believe that by tending to the specific artistic needs of our community — shopping locally for talent, rather than searching for the flair of the distant and exotic — we can entice patrons back to the concert hall to enjoy artists whose voices resonate with their experience.