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One of three related data collection
efforts in the Classical Music Consumer Segmentation Study, the Subscriber
and Single-Ticket Buyer Surveys collected data from orchestra subscribers
and single-ticket buyers in each of 15 orchestra markets on attitudes,
behaviors, and opinions related to classical music participation.
Questions asked in these surveys were similar to the interview protocols
for the national and local market surveys also conducted for this study.
Orchestras whose market areas were surveyed: Brooklyn Philharmonic
Orchestra, Charlotte Symphony Orchestra, Colorado Symphony Association,
Detroit Symphony Orchestra, Fort Wayne Philharmonic Orchestra, Kansas City
Symphony, Long Beach Symphony Association, Louisiana Philharmonic
Orchestra, New World Symphony (Miami-Dade County, FL), Oregon Symphony
Association (Portland, OR), Philadelphia Orchestra, Saint Louis Symphony
Orchestra, Saint Paul Chamber Orchestra, Symphony Society of San Antonio,
and Wichita Symphony Society. The Classical Music Consumer Segmentation
Study was undertaken to improve understanding of symphony orchestra
audiences and markets and to develop a conceptual model of the market
place that can assist orchestras in "capturing additional market
potential." The study was conducted by Audience Insight and funded by the
John S. and James L. Knight Foundation.
The study paints a detailed picture of how consumers fit classical music into their lives -- listening to classical radio and recordings in their automobiles and homes, and attending live concerts in churches, schools and traditional concert venues. Roughly 10 percent to 15 percent of Americans have what might be termed a close or moderately close relationship with classical music, and again as many have weaker ties. Across the 15 study cities, approximately one of four adults are prospects (i.e. potential orchestra ticket buyers). But only half of those who express the very highest levels of preference for attending classical music concerts actually attend, even infrequently.