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Press Release 9.12.02 Despite Symphony Woes New Audience Study Finds Classical Music Alive and Well in the U.S. SAN JOSE, Calif. (September 12, 2002) Despite reports of declining symphony attendance and financially ailing orchestras, a comprehensive national study finds that classical music is alive and well in the United States. The Silicon Valley Cultural Marketing Partnership, in conjunction with AMS Planning & Research Corp./Audience Insight, will host a free presentation on Wednesday, September 25, 2002 for the arts and cultural community, presenting the results of the largest ever national study of classical music audiences, the Magic of Music research initiative. Fifteen orchestras, with funding support from the John S. and James L. Knight Foundation, recently completed the largest audience study ever undertaken in the U.S. The purpose of the study was to understand people's feelings about classical music, in general, and how their feelings translate (or don't) into attendance at live concerts. Over 11,000 telephone interviews were conducted with randomly selected adults in 15 markets, in addition to 10,000 written surveys that were completed by subscribers and single ticket buyers. The study paints a rich picture of how American's fit classical music into their lives, and suggests how orchestras and arts groups in general, might tap into deep veins of latent demand for arts programs. Alan Brown, President of Audience Insight LLC, will present key themes and observations from this research, and lead a discussion about implications for all types of arts and cultural organizations. Event Date: Wednesday, September 25, 2002 NOTE: This event is free, but seating is limited. Please RSVP by Friday September 20, 2002. The Silicon Valley Cultural Marketing Partnership (CMP) is a program of Arts Council Silicon Valley and is designed to support and enhance the marketing and audience development activities of participating nonprofit arts and cultural organizations. Founded in 1982, Arts Council Silicon Valley is the second largest private nonprofit local arts agency in California. Since 1990, the Arts Council has distributed nearly $6 million to arts organizations, artists and other community-based organizations in our region. Audience Insight LLC, a wholly-owned affiliate of AMS Planning & Research Corp., conducts market research on arts participation patterns across the U.S. and Canada, and has emerged as the leading provider of market intelligence to the industry. For further information or to reserve a seat for this event, please call Jeff Trabucco at (408) 998-2787 x206 or email: jtrabucco@artscouncil.or
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