The document summarizes attendance data and demographics for concerts by The Cleveland Orchestra during the 2013-2014 season. It notes that nearly 140,000 patrons attended concerts, with the highest attendance for classical concerts at 104,000 patrons. The document also provides an overview of the demographics of patrons, including that the majority are Caucasian, married, college-educated, and over age 55. Additionally, it discusses considerations for enhancing the customer experience at Severance Hall.

1. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall
Total Concert
Experience Task Force
Preliminary Meeting:
July 9, 2013

2. Classical 104,000
Christmas 19,000
Family/Rainbow
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

3. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall

4. Classical 104,000
Christmas 19,000
Family/Rainbow
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
95%
30%
43%
28%
13%
74%
19%
8%
6%
22%
72%
49%
21%
9%
5%
5%
7%
47%
54%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Caucasian
<$75,000
$75,000-$149,00
$150,000+
Children present in HH
Married/with partner
Unmarried
Widowed
Some college or less
College graduate
Post graduate work/degree
>64
55-64
45-54
35-44
25-34
<24
Male
Female
Cleveland Orchestra Demographic Snapshot

5. Classical 104,000
Christmas 19,000
Family/Rainbow
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 Classical
58%
Fridays @7
8%
Celebrity
13%
Christmas
21%
What do they attend?

6. Classical 104,000
Christmas 19,000
Family/Rainbow
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

7. Classical 104,000
Christmas 19,000
Family/Rainbow
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.

8. Classical 104,000
Christmas 19,000
Family/Rainbow
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.

9. Classical 104,000
Christmas 19,000
Family/Rainbow
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.

10. Classical 104,000
Christmas 19,000
Family/Rainbow
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.

11. Classical 104,000
Christmas 19,000
Family/Rainbow
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.

12. Classical 104,000
Christmas 19,000
Family/Rainbow
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.”

13. Classical 104,000
Christmas 19,000
Family/Rainbow
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

14. Classical 104,000
Christmas 19,000
Family/Rainbow
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 66
Fridays@7 Classic/Unique
Christmas 9
Celebrity 5
Family – Rainbow 25
Private and Galas 5
Other 85
Previews
Education Concerts
Open Rehearsals
Community
Total 195

15. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall

16. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall
Severance Hall Experience
• Decision to Attend
• The Day of Concert
• Arrival
• The Concert
• Departure
• Impressions

17. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall

18. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall

19. Classical 104,000
Christmas 19,000
Family/Rainbow
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 House
Volunteer Services
Staff Services
Patron Assistance
• ADA – Special Needs
Safety and Comfort

20. Classical 104,000
Christmas 19,000
Family/Rainbow
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 Shell
Reinberger Chamber Hall ADA Accessibility

21. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall

22. Classical 104,000
Christmas 19,000
Family/Rainbow
8,500
Celebrity 6,500
In the 2013-14 Season, nearly 140,000 patrons
attended concerts by The Cleveland Orchestra at Severance Hall

23. Classical 104,000
Christmas 19,000
Family/Rainbow
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