ASO Welcomes Record Audiences of All Ages

June 1, 2024
By Holly Hanchey

ASO Welcomes Record Audiences of All Ages

In March of this year, singer-songwriter Faye Webster released her new studio album, Underdressed at the Symphony. Webster is an Atlanta native who is currently on a world tour and was recently featured in a story in Rolling Stone magazine. The title track is about a romantic break-up, with the lyrics, “I’m underdressed at the symphony/Crying to songs/That you put me on.”

She told the magazine she found attending performances therapeutic, and the symphony she’s making famous in her lyrics is none other than the Atlanta Symphony Orchestra.

Webster is just 26 years old and is part of the growing audience of younger and more diverse symphony goers who are helping the ASO reach record attendance and revenue numbers. In the 2023-24 season, the Orchestra has hit an all-time high total for Delta Classical Season ticket sales, which represents a 30% increase over the previous season. The average seating capacity in the hall is higher than ever, with 10 sell-out performances so far.

After a record number of new patrons this season, the coming season is trending strong as well, looking to surpass pre-pandemic subscription sales levels with several concerts already projecting sell-out crowds.

The ASO’s success can be attributed to a number of factors including programming decisions, cultural trends, effective marketing campaigns, and outreach to new audiences. Senior Director of Audience Development Erin Jones says it is the culmination of all of those things, plus some creative new audience development ideas.

One of the many outreach initiatives the Orchestra has undertaken in the last few years is a significant partnership with the Historically Black Colleges and Universities (HBCU) Alliance, based in Atlanta and created to support HBCU graduates and students through student enrichment and community engagement. This season, the ASO hosted two evenings with the HBCU Alliance and the Divine Nine, with pre-concert events focused on building a more equitable future through music.

In addition to creating a welcoming atmosphere, the events create new audiences for the ASO, igniting a love for classical music performances. “Looking at the first time we had an event with the HBCU, of the people that came for that Alliance night, 99 percent of them had never been in the hall,” Jones said. “Now looking at it three years later we have had many patrons return. Around 40 percent of those who have attended from that first HBCU night have come back, and some have come back this season for concerts that weren’t specifically part of an HBCU event.”

Many audience members find their way to the ASO by attending as part of a group. In fact, over 100 individual groups, from book clubs to middle school band students made their way to Symphony Hall this year.

Vice President of Sales and Revenue Management, Russell Wheeler attributes the strength of the groups to the powerful social bonds we develop when we experience works of art together. “If you can look down the row and see the faces of joy among your friends and family, really share that moment and then talk about it all the way home, there’s no doubt in my mind, that you’ll be more likely to return.”

The BRAVO Young Professionals group has also seen an increase in membership and attendance in the last season. Designed for those in the 25-40 age group, the membership includes five BRAVO events, which include food, drink, and tickets to the evening’s concert. According to Jones, she never sees anyone “underdressed” for those events, though no one would frown on it. The BRAVO young professionals group includes some of the best-dressed patrons in the Hall.

“A lot of younger people are choosing culture; they’re not running away from it. I think you see that across the Arts Center in general. You have people going to The High for their Friday Night Jazz series. The Alliance always attracts a huge swath of audience members of all ages, and I think younger people are choosing culture.”

Other affinity groups include the InUnison group for the LGBTQIA+ community and a relatively new program, Tutti, for seniors who are looking to attend events with others passionate about classical music.

“We are meeting people where they are, with a message of welcome. It makes perfect sense that once we open the door and say please come in, people do join us. It’s just opening the door.”