If the iPhone app works in creating new audiences, donors and sponsors, I will be the first to admit I was short sighted, but right now there is no evidence that innovation alone works without a meaningful and sincere attempt to connect to real live audiences and the community at large. If you want to see innovation in action check out the Knight Foundation Search for Shining Eyes report and read how during a booming economy more than a dozen orchestras burned through $13M on innovation over 10 years with now virtually nothing to show for it i.e almost all the programs failed and miserably at that. I am basing my opinions on this evidence, so let’s check back in a year!

Isn’t that the point? To reach out to new audiences?

Between 2004 and 2008 our audience increased 100%, the orchestra went from about 40 services to over 70 a season (more if in a small ensemble), our subscription renewal rate has not been lower than 95% in the last three years, and we sell out a third of concerts. We are now performing in regional centers, and have created a new series in Branson and most importantly of all, our education and outreach program has exploded! In 2004 there were 24 orchestra related performances, last year 85!

I covered how we did this extensively in two categories http://www.insidethearts.com/sticksanddrones/category/plugging-the-holes/ and http://www.insidethearts.com/sticksanddrones/category/challenge-equals-opportunity/ (there is post in this cat. in which I defend the use of video screens at Ravinia). Bottom line, the audience connection is the key, but it has to be personal and most importantly relevant. We have become a community service organization, forming alliances with charities, getting involved in local causes, helping a hospital recruit a neuro-surgeon, collaborating with countless groups even organizing a city wide drive to raise money for childrens immediate needs and at the same time improving our performance and letting our audience decide on some of our programming. We also work with the chamber of commerce to help market the city. Our goal to merge accessibility, excellence and relevance has meant 5 straight seasons in the black and the adding of extra performances. I agree with you the formula has to change, but it is the formula by which we relate personally to our community as it is that synergy that will make an arts group both garner support and become indispensable. Oh and finally, our cable company Mediacom recognizing our success is now in negotiations with us to broadcast some of our concerts on their own channel which goes into Southern ILL and through all their markets up Interstate 44 (over 50,000 subscribers). They did one last year for which they won a MIDI award for “community programming”. This came as a result of our success, it was not the reason for it, and yes we are employing new media. Apart from twitter/facebook/blogs/online donations etc. If you go to our web-site (www.springfieldmosymphony.org) you will hear sound clips that I posted through Houndbite (a free youtube like service). I do see it as a cog in the wheel to help us reach more people by creating more accessibility, and your company is making that possible for many and for that I applaud you, but it is not a replacement for the wheel in my view. Live music is real and a $2M strad is only worth $20 if that is all the speaker system cost that is reproducing the sound, much like rain on a TV screen will never grow anything in someone’s back yard!

I just spent the day at the League of American Orchestras. The NEA presented “Highlights from an National Survey on Arts Participation”. Key finding: “Classical music attendance has continued to decline at a 29 percent rate since 1982 with the steepest drop occurring from 2002 to 2008″. One thing was agreed by all participants. We can’t just keep doing what we have done in the past.

The Internet offers powerful and very low cost tools for touching, marketing to , expanding and recruiting a social community. How did a black man with single digit name recognition, less that one full term as a US senator and NO SIGNIFICANT MONEY committed to his campaign end up raising more money that anyone in history, winning the US presidency and defeating a woman who had 90+% name recognition and all the money. He changed politics forever by mobilizing people using the power of the internet. If you are interested you can buy the book (I have no financial interest in this) at http://www.barack20.com/.

Like it or not the 21st Century is a new age. Learning how to use the internet may not make an institution successful but not learning how to use it will assure an institution’s failure. No one necessarily knows the right formula but we know the wrong one and shame on us if we keep using it.