June 27, 2007
Tanglewood, James Taylor Summer 07!
What can Tanglewood do to save its soul? And what if they don't listen.

Last summer at Tanglewood in Lenox, the BSO found itself playing to empty houses and a lack of people on the lawn. Although alot was blamed on the rainy weekends, I believe that rainy days was not the problem.

Was it the ticket prices? No, I don't beleive that was a problem either not when ticket prices for popular artists range from $80+.

So what is it?

In order to keep classical music alive or keep ballet alive, venues have to look at who is paying the higher ticket prices to go see live music If you go to Tanglewood you will see a very aging population, even though the BSO reported that the average age that attends is 54. I once did a survey at another performing venue in the area (which shall remain nameless) and the average age was 74. I would think that number is more realistic about who is attending performances at Tanglewood.

How do you reverse Trends?

You must present what the public wants in order to do what you want. The august 06 concert by James Taylor is in the right direction. Even if it was pouring, the lawn and shed seats would still be filled. Using rain as an excuse is a cop-out!

It is time for the BSO to face the music, and bring in what the public wants in order to keep what they want. Just take a look at Saratoga Performing Arts Center. The ballet was on the same footing as the BSO, but by adding popular artists and changing the marketing to a younger group, the ballet is on a stronger footing now. Jacobs Pillow in Becket did the same thing too.

Besides taking surveys, look at your audience carefully, listen to the trends, and change. Do it now or the editor of the Berkshire Eagle