How do you re-frame a classic art form to both draw in a brand-new audience and sweeten the pot for passionate advocates?

You combine the bravery of the management team and the passion of the artists to find a voice everyone wants to hear. Ironically, our “See the music” positioning was designed to interrupt the constant interruption of electronic consumption. It boldly signals that live music is the richer experience.

The result: New thinking in programming, marketing and at consumer touchpoints culminated in a 43% sales increase in the inaugural season in an industry where most symphonies were struggling with decreasing attendance and relevance.