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Resurrection of the Sacramento Philharmonic & Opera
only thing Orchestras have in common is that they are all
Christopher Stager, CRStager marketing & audience development
years, the Sacramento Philharmonic & Opera (SPO) went from
closing its doors to selling out its concerts. How did it happen? I
will share the details after this cautionary note…
no such thing as a one-size-fits-all approach to marketing
orchestras. Purported “industry trends” are most often
based on limited information and draw inaccurate and misleading
conclusions. They often confuse correlation with causation factors.
Whatever trends are national, solutions are invariably local. The
“magic bullet” – sought by many – does not
exist. What works is a laser focus on marketing fundamentals.
before we begin let me state: Nearly every marketing problem is
really a math problem. To gauge our performance and market
potential we need data, history and a benchmark to understanding
whether marketing performance is good or bad from the start. It is
the equations that matter most. Percentages can impress, but can
often mean little.