Alex Ross directed his readers to this piece by Ben Rosen that details how the Metropolitan Opera turned it's declining attendance figures around. Maybe some of it will help you with your choir concerts.The short story:
To turn the ship around--i.e., fill the house -- three major initiatives were undertaken: (1) improve the product, (2) create a major marketing effort, and (3) add new sources of revenues and audience development.Sounds easy, right?
Here's the long version.
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