13,343 students attended concerts during the 2012-13 Season at Severance Hall
Throughout the long history of the Cleveland Orchestra, it has always recognized the fact that future audiences are built by exposing the youth of the city to symphonic music. It is because of the efforts of the Orchestra to reach out to the youth of the region that history is being made in the process.
This past year, student attendance increased 65% for Cleveland Orchestra classical concerts at Severance Hall during the 2012-2013 season. A total of 13,343 students purchased tickets or used their pre-paid Frequent FanCards for concerts this season. This is an increase from 8,096 who attended during the 2011-2012 season.
At each Severance Hall Cleveland Orchestra Performance nearly 200 students attended which means that the youth in the audience was 13% of the total attendance. Individual ticket sales were also increased by 27% (a grand total of 44,076 tickets) this season due to the purchase of tickets by students. This is a new Orchestra record. Of the 68 performances, thirteen were sold out (compared to 10 sold out performances in the 2011-2012 season).
“The growth in student attendance is clearly changing the composition of our Severance Hall audiences. We’re on our way to our ambitious goal of having the youngest audience in the country by the time of our centennial in 2018,” said Gary Hanson, Cleveland Orchestra executive director.
Part of the reason for this increase in attendance is the expanding of the Orchestra’s Student Ambassador program in the 2012-13 season to a network of 11 student ambassadors, representing five area colleges and universities, who promote concerts to their peers. Another reason is the popular Student Frequent FanCard that was introduced in September 2012, enabling students the flexibility to attend as many concerts as desired throughout the season.
More information on the Orchestra’s student programs is available on the Student Advantage Facebook page. Student Frequent FanCards for the 2013-2014 season will be available in August 2013.
Student ticket programs are supported by The Cleveland Orchestra’s Center for Future Audiences and the Alexander and Sarah Cutler Fund for Student Audiences. The Center for Future Audiences, created with a $20 million lead gift from the Maltz Family Foundation, was established to develop new generations of audiences for The Cleveland Orchestra.