I read yesterday that Hartford Symphony was having financial difficulties:
“The orchestra says it’s “severely undercapitalized” and struggling with annual deficits of more than $1.3 million, a fully-drawn $2 million line of credit, falling subscriptions and ticket sales that are flat.”
So I went to their website to look for signs of trouble and there I found the blurb below. Before reading it, you might want to revisit the Gal-in-a-Starbucks Test guidelines:
Imagine yourself sitting in a busy Starbucks where the gal sitting next to you is a smart, 28-year-old tech executive who, as it turns out, played oboe in her college orchestra. You get to chatting and you decide to persuade her to come to your upcoming concert, so you lean in and say:
“Back by popular demand, guest conductor William (Bill) Eddins returns to conduct the HSO in an all-Beethoven program. The overture, inspired by von Collin’s play Coriolan and Shakespeare’s tragedy Coriolanus, contrasts a warrior’s bold resolve as he is about to invade Rome with the tender pleadings of his mother to desist. Beethoven’s third piano concerto pays homage to Mozart’s 24th in its melodies, rhythmic gestures and phrasings. His eighth symphony is light and humorous, contradictory (and perhaps conciliatory) to the composer’s circumstances during the summer of 1812, when he ended a romantic relationship in a famous letter written to his “Immortal Beloved.”
I don’t know about you, but my gal was out the door shortly after von Collin’s play. Who the hell is von Collin? I’ve worked in the arts my whole life and don’t have a clue who he is.
And the rest of the blurb is just self-indulgent nonsense that has nothing to do with the audiences Hartford Symphony needs to stay in business. If you want the gal in the Starbucks to come to your concert, you have to actually know her, you have to know what she finds appealing and you have to talk with her about what interests her in a fresh, colloquial, conversational language she’s likely to respond to.
This blurb talks to no one in particular about arcane historical trivia in a stuck-up, canned, old-fashioned language that’s self-important, absurdly didactic and completely out of touch with the world outside the classical bubble. I’m shocked that the leaders at Hartford Symphony have the audacity to complain about poor sales – or worse, to tell the musicians’ union they can’t sell enough tickets – when they do marketing at this level. If you do amateur marketing, you can’t expect to sustain a professional enterprise.
My heart goes out to the person who wrote this. I’m sure she was doing the best she could given her situation. But I don’t think it’s fair to let the person who approved it off the hook. Somebody at Hartford Symphony allowed this copy to be published – an arts leader who clearly lacks the marketing expertise to know that this language is non-strategic drivel. And that leader is no doubt responsible for a broad range of other marketing decisions that determine the organization’s fate.
The article quoted above continues:
“An approach that capitalizes on video, different types of performances and intense competition from other forms of entertainment is imperative,” said David Fay, president and chief executive officer of the orchestra. “We need to become more market-driven, more market-oriented,” he said.
If Mr. Fay wants to be more market oriented, he should probably head down to Starbucks with his company’s marketing materials and strike up a few conversations.