Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallTotal Concert

Experience Task ForcePreliminary Meeting:

July 9, 2013

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

The Cleveland Orchestra’s Audience:A Demographic Snapshot

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Source: PGI12 Study

Caucasian

<$75,000$75,000-$149,00

$150,000+

Children present in HH

Married/with partnerUnmarriedWidowed

Some college or lessCollege graduate

Post graduate work/degree

>6455-6445-5435-4425-34

<24

Male Female

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0.950000000000001

0.30.43

0.28

0.13

0.7400000000000010.19

0.08

0.060.22

0.720000000000001

0.490.21

0.090.050.05

0.07

0.470.54

Cleveland Orchestra Demographic Snapshot

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

6,445*23% growth over 2011-2012 season.

New Households in 2012-13 Season

Core Clas-sical58%

Fridays @78%

Celebrity13%

Christmas21%

What do they attend?

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

A Quick Look at GenX and GenY

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallGeneration X

•Between the ages of 34-48, born between 1965 and 1979.

•Gen X’ers are more diverse than previous generations in class, religion, ethnicity and sexual orientation.

•They define themselves as “Balanced, active, and happy.”

•67% of Generation X has been married, and 71% report having children in the home.

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallWhat GenX likes:

•Flexibility and Freedom. They like casual, friendly work environments, and dislike cubicle nation.

•Experience-Oriented. GenX’ers welcome the opportunity to ‘dress up and get some culture,’ but prefer to do so in a friendly, interactive environment.

•Independence. Gen X’ers accept diversity, are typically pragmatic and practical, and tend to be self reliant and individualistic.

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallHow GenX uses media:

•Gen X’ers are highly connected on the go, with nearly 95% using mobile phones, and 60% of that group using smart phones.

•Gen X Internet users are avid consumers of online content. They typically use social networking sites on at least a weekly, if not daily basis.

•Over two-thirds use Facebook.

•Digital video is even more popular among Gen X Internet users than social networking, with 78.7% downloading or streaming video online at least once per month.

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallGeneration Y (Millennials)

•Between the ages of 13-33, born between 1980 and 2000.

•Millennials are more diverse than Generation X or Baby Boomers.

•They define themselves as diverse, optimistic/realistic, self inventive, individualistic, multitask-oriented.

•25% has been married.

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallWhat Millenials like:

•Individuality. They are not heavily influenced by money or the image of success—their goal is to express themselves in a way that is true to who they really are.

•An Experience … but with high expectations. They enjoy a personalized, unique experience … but cheap cost, good quality, and fast service are assumed.

•Authenticity is absolutely key– it generates tremendous passion, both positive and negative.

•Endorsement. Gen Y does NOT care about what you have to say unless you have been endorsed by their friends.” They take each other and their network’s recommendations VERY seriously.

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

How they use media

•They have always had 24/7 access to technology, social media, and online communication.

•60% of Millennials produce and upload online content, including photos, videos, wiki-entries, blog posts, micro-blog posts and product reviews, compared to 29% of Non-Millennials.

•“They want their information now. They’ve grown up with devices in their hands, so they’re much better at multitasking and using digital media in more flexible and innovative ways.”

• “They know real when they see it, and it takes them all of three seconds to pass that judgment.”

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Through the Customer’s Eyes

The Experience

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallCleveland Orchestra Concert Products

Subscription Classic 66Fridays@7 Classic/Unique

Christmas 9Celebrity 5Family – Rainbow 25Private and Galas 5Other 85

PreviewsEducation ConcertsOpen Rehearsals CommunityTotal 195

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallSeverance Hall Experience

• Decision to Attend• The Day of Concert• Arrival• The Concert• Departure• Impressions

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallSeverance Hall Customer Care

The Front of HouseVolunteer ServicesStaff ServicesPatron Assistance • ADA – Special Needs

Safety and Comfort

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance HallSeverance Hall Facility

• Future Balance between, the Experience, Services, and Historic Preservation

• Examples:The Szell Shell and New ShellReinberger Chamber Hall ADA Accessibility

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Classical 104,000

Christmas 19,000

Family/Rain-bow

8,500

Celebrity 6,500

In the 2013-14 Season, nearly 140,000 patrons attended concerts by The Cleveland Orchestra at Severance Hall

Touring Severance Hall

15 Minute Tour