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In the last two decades, classical music performing art organizations have been eagerly searching for ways to attract younger audiences and enhance attendance at their live concerts. It seems that their classical marketing approaches are not achieving their goals, and a new and more aggressive approach is in order. The study surveyed a sample of 664 adult individuals in the Inland Empire region of Southern California regarding their attendance patterns to, attitudes towards, and preferences for classical music concerts in general and Riverside County Philharmonic performances in particular. Findings were analyzed and recommendations were made for classical music performing organizations to enhance their marketing strategies and tactics.

A Non-Classical Marketing Approach For Classical Music Performing Organizations: An Empirical Perspective