Confronting the "Graying of the Symphony"
National Philharmonic Entices Audiences of All Ages with Innovative Progarm

May/June 2007

Much has been written about the 'graying' of symphony audiences, but the National Philharmonic has found a way to draw patrons of all ages, thanks to an innovative ticketing program known as All Kids, All Free, All the Time (All Kids).

Established in January 2002, All Kids allows children, aged 7-17, to attend any regular season National Philharmonic concert at the Music Center at Strathmore free of charge. The tickets don't have to be purchased in conjunction with a full priced ticket, and there is no limit to how many All Kids tickets can be used by a single family. Since the program's inception, an estimated 15,000 young people have used it to attend National Philharmonic performances.

"High ticket price is perhaps the biggest barrier that stands in the way of families attending symphony orchestra concerts on a regular basis," noted Piotr Gajewski, music director and conductor of the National Philharmonic. "Does inviting kids for free represent a revenue loss for the Philharmonic? Absolutely not! Just the opposite - with the kids come their parents, who otherwise also would likely not attend; and they are paying full price!"

Classical music organizations all over the world are concerned about raising the interest of young people. In order to ensure future audiences and support, early exposure is essential. A program like All Kids encourages parents to bring their children to the Philharmonic's performances, setting the stage for the children to develop life-long interests in the arts.

The multi-pronged advantages of a program such as All Kids makes it, and programs like it, an excellent way to reach out to new audiences, both young and old, and to continue to grow arts audiences for the future.

- Kathryn Bishop