The Philadelphia Orchestra’s Symphony of Growth

Expanding and Attracting New Audiences


The Philadelphia Orchestra (POA) aimed to attract and expand its audience, particularly among younger subscribers and single-ticket buyers, through an engaging late-night concert series. This concept fosters a relaxed atmosphere, showcasing a single work or a collection of shorter pieces, encompassing contemporary and traditional compositions. Attendees were encouraged to bring beverages for an interactive post-concert experience with performers.



Leveraging years of expertise, Alexander Babbage led Focus Groups for potential and existing attendees, conducted an Online Study among Orchestra database members, and facilitated intercept interviews with event attendees to evaluate the appeal of the proposed concept.



With Alexander Babbage’s insights, POA created an engaging deconstructed orchestral experience, optimizing marketing spend for targeted expansion and capturing the desired audience’s interest.

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