Primary Objective

• To position the Utah Symphony as

top of mind entertainment among
men and women 34 and younger.
Research
 Objectives:
• To have an overview of the potential
symphony market
in Salt Lake City.
• To provide insights about what our
target market considers to be important
when attending the symphony.
• To analyze the strength of potential
incentives to motivate the public and keep
top of mind awareness for the symphony.
UTAH SYMPHONY
 Primary Research
Method:
•Online survey on SurveyMonkey.com
•Convenient sample: 202

UTAH SYMPHONY
 About the Symphony:
Do you enjoy classical music?

% Yes No
Q8 84 16

Have you ever attended the Utah

Symphony? % Yes No
Q9 62 38

UTAH SYMPHONY
 About the Symphony
Cont’d:
Do you enjoy classical music? (w/ demo
breakdown)
55 + 100 0

25 - 34 89 11
Yes
35 - 44 88 12
No
45 - 54 83 17

Under 25 79 21

0% 20% 40% 60% 80% 100%

UTAH SYMPHONY
 About the Symphony
Cont’d:
If yes, how recent was your last visit?
% In the last month In the last year 1 -5 Years More than 5
Years ago

Q10 5 20 36 39

If yes, how was your experience?

% Very Favorable Favorable Unfavorable Very
Unfavorable

Q11 26 68 6 0

UTAH SYMPHONY
 Perception:
Do you feel the Utah Symphony has a
dress code?
% Yes No
Q17 72 28

Would you be more likely to attend if you felt

that you did not have to dress up?
% Yes No
Q19 21 79

UTAH SYMPHONY
 Attending the Symphony:
Incentives
What do you prefer to wear when attending the
Symphony?
% Casual Business Dress Up Formal
Casual

Q10 8 38 45 9
Men 13 51 31 6
Women 6 39 53 10

Would you be more likely to attend if the

Symphony had accessible parking?
% Yes No
Q20 65 35

UTAH SYMPHONY
 Attending the Symphony:
Incentives

Do you feel the performances are:

% Too Short Ideal Too Long
Length
Q21 1 63 36

UTAH SYMPHONY
 attending the symphony:
incentives
Would you be more likely to attend the Utah
Symphony if the music included:

Mixture of all 76
Well Known Classical Music 8
Classical Music 6
Disney/Movie Scores 6
Contemporary/Popular Music 3

0 10 20 30 40 50 60 70 80

UTAH SYMPHONY
 Important factors:
How important are the following aspects when
considering attending the Symphony or the
Opera? 80
Quality of perf. 17 3
Price 59 38 3
Customer Service 54 39 7
Convenient parking 52 41 7
Have a Date 44 28 28
Convenient location 42 48 10
Familiar with music 33 45 22
Guest Performers 21 49 30
Involvement in community 14 39 47
Dress 13 54 33
Visual Media 13 47 40
Food/Drinks 10 46 44
Familiar with musicians/director 9 25 66
Child Care 7 13 80

0 20 40 60 80 100
%
Very Important Somewhat Important Not Important

UTAH SYMPHONY
 Media concerns:

Have you seen any information (advertisements,

upcoming events, promotions, etc) for the Utah
Symphony in the past?
% Week Month Year No
Information

Q12 11 24 23 42

UTAH SYMPHONY
 Media concerns:
Where have you seen information about the
symphony?
 Summary &
recommendations:
• Over 79%, in any demographic, enjoy classical
music but prefer a mixture of all forms for
performances.

• 62% of the respondents have attended the

Symphony, but 75% of those have not been back in
the last year.

• Emphasize quality of performance, price,

customer service, and convenient parking, which
were the most important factors when considering
attending the Symphony.
UTAH SYMPHONY
• 42% of respondents have seen no form of media
 Public
Relations
 Benefits of PR:
• Media attention, w/ 3rd person
credibility

• Community Involvement

• Expands media budget

• Positive Exposure

UTAH SYMPHONY
 Target audiences:
• Young adults, (34 & younger)

Symphony: let’s talk

• 2-way communication vs. 1-way
communication

UTAH SYMPHONY
 PR objectives:
• To increase awareness of events

• To emphasize
-Student discounts
-Available parking

• To increase community involvement

UTAH SYMPHONY
 Community Involvement:
• Capitalize on ideas from successful symphonies
- Special fundraisers
- Educational outreach programs
- Musician, conductor bios
- Student, young adult workshops /competitions
- Orchestra community participations

UTAH SYMPHONY
pr suggested calendar:

UTAH SYMPHONY
 Awareness:
• Studio 5/GTU appearances

• Website

Consider Using:
• Flyers posted around campuses

• Smith Tix / Art Tix

• Mass mailing with parking information

UTAH SYMPHONY
 Evaluation:
• Specified surveys
- Detailed ?’s regarding programs
- Event surveys
- Website surveys

• Public relations index

• Ticket Voucher sequence

UTAH SYMPHONY
Media
 Demographics
• Young Adults
• Careful not to offend loyal audience.

UTAH SYMPHONY
 Ideas to Target
• Quality of Performance
• Price
• Convenient Parking
• More Awareness of Performances

UTAH SYMPHONY
 2006 Annual Television
2006 Spending
Advertiser 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter Totals

Ballet West $ $ $ $ $
43,206 19,569 - 18,024 80,799
Capitol Theatre $ $ $ $ $
26,399 27,066 95 44,331 97,891
Deer Valley $ $ $ $ $
- - 22,033 - 22,033
Hale Center $ $ $ $ $
Theatre 5,286 6,420 36,925 - 48,631
Jazz Festival $ $ $ $ $
7,346 - 54,471 - 61,817
Kingsbury Hall $ $ $ $ $
- - 3,391 3,300 6,691
Odyssey Dance $ $ $ $ $
- - - 1,941 1,941
Pioneer Theatre $ $ $ $ UTAH
$ SYMPHONY
- 18,983 - 9,275 28,258
Utah Symphony $ $ $ $ $
 Gap Analysis
TV
M e dia E xposure
Newspaper
Radio
Direct Mail
3%3%2% Not Sure
3% 22%
3% Internet
4%
Abravnel Hall
4%
4% Downtown
U of U
5%
16% Billboard
8% Deer Vallye/Sundance
8% 15% Playbill
T ransit
Magazine

UTAH SYMPHONY
Current Spending
TV $ 65,000
Radio $161,400
Print $142,225
Direct Mail $ 59,778
Group Audience Dev. $ 18,088
Banners Posters $ 6,866
So. Cal $ 30,000

UTAH SYMPHONY
Current Media Budget
Allocation
 Integrated Media
MEDIA
Outdoor
TV
Radio
Newspaper
Magazines
Publications
Season Holder Letter
Program Specific Letter
Special Events Letter
Orientation/Events
Posters
Organizational Media
1:1 Visits VIPs
USO Magazine
Event DB
Suggested Spending
Outdoor $
55,000
TV $115,0
00
Radio $104,0
00
Print $
95,000
Direct Mail $
60,000
recommended media budget allocation
 Integrated Media
MEDIA
Outdoor
TV
Radio
Newspaper
Magazines
Publications
Season Holder Letter
Program Specific Letter
Special Events Letter
Orientation/Events
Posters
Organizational Media
1:1 Visits VIPs
USO Magazine
Event DB
 Other Recommendations

• Re-vamp website to offer ticket sales

• Ensure that website links are active
• Offer incentives to local hotels for
recommending the symphony to tourists.

UTAH SYMPHONY
 Added Value
• Ask for added value based on annual
spending.
• Use :30, :15, :10, :05 second ads and
billboards for added value.
• Supply tickets to TV and radio stations for
on air giveaways.
Creative
Key
Demographics
young adults (18 to 34)
all income classes
all levels of education

UTAH SYMPHONY
 Psychographics
Outside the “normal” attendee
College students and blue collar individuals
those who currently attend competitor’s attractions

UTAH SYMPHONY
 Advertising
Objectives
spread awareness of affordability
(ticket packages and student discounts)

alter attitude of symphony

(no need for “Sunday best” and an actual fun experience)

build and retain a wider spectrum of frequent

attendees

UTAH SYMPHONY
 Benefits of the
Symphony
going to the symphony shows you’re “cultured”
change of pace
(listening to different music, different date night)

music is a part of the fabric of American culture

UTAH SYMPHONY
Positioning the
Symphony
Utah Jazz—a “pure adrenaline rush”
(the symphony can also be exciting)

Ballet West
(both artistic—better venue?)

movie theatres
(live interactive performances)

UTAH SYMPHONY
 Thank You!
• Nolo & Associates thanks the Utah Symphony and Opera
for the opportunity!

• Questions and Comments

UTAH SYMPHONY