Symphony breaks sales record

For the second consecutive year, the Springfield Symphony Orchestra has broken its internal single-ticket sales record. The nonprofit organization posted single-ticket sales of $77,603 at the close of the 2014-15 season, following its final performance May 9. By just $616, the sales nudged out last season’s record of $76,987.

Kyle Wiley Pickett, the orchestra’s conductor and music director, said the uptick in attendance and sales is an encouraging sign that public interest and support for the orchestra are on the rise.

“That’s people voting with their dollars and their time and their feet,” Pickett said. “It’s always great when we’re doing well fundraising wise, but it’s fantastic to see more people coming out to see the concerts.”

Marketing Manager Jeana Varney said season ticket sales were down slightly for the  recent season, at $160,872, less than a percent short of the previous year’s total of $161,047. However, the number of season ticket holders increased to 980 this year, up 65 people from 915 in the 2013-14 season, meaning more attendees are buying cheaper season package options and single show tickets.

“Since they can’t commit to nine shows a year, a lot of people are converting to single ticket sales,” Executive Director Janice Bennett said, adding season ticket sales for the orchestra over the past decade have made up between 19 and 21 percent of the symphony’s overall budget.

Varney said ticket sales typically account for 30 percent of the orchestra’s revenue, which as of May 30 was at about 98 percent of its approximately $850,000 budget for fiscal 2015, ending June 30.

Officials with the orchestra declined to say how profitable the group expects to be when numbers are finalized, but Bennett said the current projection is 3 percent over budget, aided by a 22 percent increase to developmental income.

The Springfield Symphony Orchestra is among 84 percent of the country’s 1,372 nonprofit orchestras that operate on less than $1 million annually, according to a March report by the American League of Orchestras. Research in the report indicates concert sales make up roughly a third of revenues, with nearly half coming from private contributions.

“When you’re in the symphony, you’re in the fundraising business in a big time way,” said board President Bill Nesbitt, adding for the Springfield orchestra, raising outside funds are crucial to meeting operating costs.

Structured sponsorships to underwrite concerts and special events range from $1,500 to $35,000. Last season, the nonprofit added a new opportunity for contributors to sponsor individual musicians, signified by chairs draped in red cloth, for between $1,500 and $2,500. Chairs draped in gold signify a lifetime sponsorship, with varying amounts coming from the orchestra’s endowment fund, presently at $2 million. During the 2014-15 season, 21 of 66 orchestra members received sponsorships.

Bennett said the orchestra recently has discussed implementing a fundraising campaign in the coming year to raise the endowment to $5 million. She added the organization only takes 5 percent of accrued interest per year to fund the orchestra’s budget.

“We don’t take 5 percent if it didn’t earn 5 percent,” Bennett said. “We’ve only had one year in the last 27 that we weren’t able to take that 5 percent.”

Pickett pointed to three factors he believes have contributed to the steady increase in sales, foremost among them incorporating other organizations into orchestra performances, such as the Springfield Youth Symphony and choirs from Drury, Evangel and Missouri State universities.

“Part of what builds your audience is building connections with the other groups and people in the community,” Pickett said, adding more performers on stage means more family and friends as audience members.

He cited a November show, themed around Veteran’s Day and featuring interviews with area veterans interspersed throughout the musical performance, as an example of the orchestra trying new things in order to forge relationships with listeners.

“We talk in the arts world about the ways in which we resonate with and how we’re relevant to a community, but this was kind of a tangible way to demonstrate that,” he said.

Programming choices also heighten the quality of the orchestra’s performance, which Pickett said creates a draw for crowds. The 2015-16 season, with an opening night celebration and performance slated for Sept. 19 at the Juanita K. Hammons Hall for the Performing Arts, carries the theme “Heroes and Legends,” which Pickett said allows the group to perform a wide variety of selections from classical symphonies by Beethoven to popular scores by John Williams.

“It’s not about playing to the lowest common denominator by any means, but I want to find great music that people are going to enjoy and want to hear,” Pickett said. “It’s also something interesting for the players that helps them develop their abilities and become a better orchestra.”

Nesbitt attributes the improvements in musical quality and financial performance of the orchestra over the past two seasons to its new staff. Including Pickett, the orchestra added three front office-employees during the time frame and, starting July 1, its 29-member board of directors will include seven new members.

 “Generally speaking, the orchestra seems to be happy, the conductor is happy and they are presenting a better product,” Nesbitt said. “It’s more of a group effort, and it’s clear that people are taking a definite interest.”[[In-content Ad]]