Abstract
The prompt and cost-effective segmentation of audiences and stakeholders is, today, as essential as revenue diversification in US symphony orchestras and opera houses.
The lack of resources was particularly heavy during crisis years and as from 2008. Fundraisers of these music organizations engaged both with clubs and communities. At the same time, marketing officers explored new audiences and their segmentation.
Relationship marketing was a pivotal strategy, in order to enhance stakeholders’ engagement and loyalty.
The crisis legacy allowed these organizations to survive with revenue management and relationship marketing.
The purpose of this study is a profiling of a sample of 120 USA symphony orchestras and opera houses, with different marketing and fundraising. Thanks to a k-means cluster analysis of diversified revenues, expenses and gains from 2008 to 2015, the paper will separate this sample into two poles, according to average variations of economic performances and to the focus on relationship marketing in the whole period. One pole grew as concerns relationships, revenue management and diversification. The other pole was affected by diminishing intensity of marketing and increasing fundraising and, as a consequence, retrenchment of some revenues except for contributions. Relationship marketing was in this cluster supported by volunteers. This pole profited by the highest increase in gains.
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Notes
- 1.
The Guidestar website collects 990 Forms of USA Not-For-Profits. Not-For-Profits are listed for the relevancy to the keyword. 990 Forms report Statements of Revenues and Expenses and Financial Statements of USA Not-For-Profits.
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Appendix
Appendix
1.1 Cluster Fundraiser
ARIZONA OPERA COMPANY—PHOENIX
BALTIMORE OPERA COMPANY INC—BALTIMORE
BANGOR SYMPHONY ORCHESTRA—BANGOR
BOSTON LYRIC OPERA COMPANY—BOSTON
CALIFORNIA SYMPHONY ORCHESTRA INC—WALNUT CREEK
CANTON SYMPHONY ORCHESTRA ASSOCIATION—CANTON
CHEYENNE SYMPHONY SOCIETY INC—CHEYENNE
CHICAGO SINFONIETTA—CHICAGO
CHICAGO SYMPHONY ORCHESTRA—CHICAGO
CINCINNATI OPERA ASSOCIATION INC—CINCINNATI
CINCINNATI SYMPHONY ORCHESTRA—CINCINNATI
COBB SYMPHONY ORCHESTRA—MARIETTA
DALLAS SYMPHONY ASSOCIATION—DALLAS
DES MOINES METRO OPERA INC—INDIANOLA
DETROIT SYMPHONY ORCHESTRA INC—DETROIT
ERIE PHILHARMONIC INC—ERIE
FAIRFAX SYMPHONY ORCHESTRA—FAIRFAX
GREAT FALLS SYMPHONY ASSOCIATION INC—GREAT FALLS
GREATER AKRON MUSICAL ASSOCIATION INC—AKRON
GREENSBORO SYMPHONY ORCHESTRA INC—GREENSBORO
JACKSONVILLE SYMPHONY ASSOCIATION INC—JACKSONVILLE
JOHNSTOWN SYMPHONY ORCHESTRA—JOHNSTOWN
LANCASTER SYMPHONY ORCHESTRA—LANCASTER
LENAWEE SYMPHONY ORCHESTRA SOCIETY INC—ADRIAN
LONG BEACH SYMPHONY ASSOCIATION—LONG BEACH
LOS ANGELES OPERA COMPANY—LOS ANGELES
LYRIC OPERA OF CHICAGO—CHICAGO
MADISON OPERA—MADISON
MEMPHIS ORCHESTRAL SOCIETY INC—MEMPHIS
MOBILE SYMPHONY INC—MOBILE
MUSIC CENTER OF SOUTH CENTRAL MI—BATTLE CREEK
NASHVILLE OPERA ASSOCIATION—NASHVILLE
NASHVILLE SYMPHONY ASSOCIATION—NASHVILLE
NEVADA OPERA ASSOCIATION—RENO
NEW HAVEN SYMPHONY ORCHESTRA INC—NEW HAVEN
NEW JERSEY SYMPHONY ORCHESTRA—NEWARK
NEW MEXICO SYMPHONY ORCHESTRA—ALBUQUERQUE
NEW ORLEANS OPERA ASSOCIATION—NEW ORLEANS
NEW YORK CITY OPERA INC—NEW YORK
NEWBERRY OPERA HOUSE FOUNDATION—NEWBERRY
NORTH ARKANSAS SYMPHONY ORCHESTRA—FAYETTEVILLE
OMAHA SYMPHONY ASSOCIATION—OMAHA
OPERA BIRMINGHAM—BIRMINGHAM
OPERA COLORADO—DENVER
OPERA OMAHA—OMAHA
OPERA SAN JOSE INCORPORATED—SAN JOSE
OPERA SOUTHWEST—ALBUQUERQUE
OREGON SYMPHONY ASSOCIATION—PORTLAND
PALM BEACH OPERA INC—WEST PALM BEACH
PENSACOLA OPERA INC—PENSACOLA
POCKET OPERA INC—SAN FRANCISCO
PORTLAND OPERA ASSOCIATION—PORTLAND
ROANOKE SYMPHONY ORCHESTRA—ROANOKE
SACRAMENTO PHILHARMONIC ORCHESTRA ASSOCIATION INC—SACRAMENTO
SAINT LOUIS SYMPHONY ORCHESTRA—SAINT LOUIS
SAN ANTONIO OPERA—SANT ANTONIO
SAN DIEGO SYMPHONY ORCHESTRA ASSOCIATION—SAN DIEGO
SANTA BARBARA SYMPHONY ORCHESTRA ASSOCIATION—SANTA BARBARA
SARASOTA OPERA ASSOCIATION INC—SARASOTA
SEATTLE OPERA—SEATTLE
SHEBOYGAN SYMPHONY ORCHESTRA INC—SHEBOYGAN
SPRINGER OPERA HOUSE ARTS ASSOCIATION INC—COLUMBUS
STOCKTON SYMPHONY ASSOCIATION INC—STOCKTON
SYRACUSE OPERA COMPANY INC—SYRACUSE
THE ATLANTA OPERA INC—ATLANTA
THE HENDERSONVILLE SYMPHONY ORCHESTRA INC—HENDERSONVILLE
THE OPERA ASSOCIATION OF CENTRAL OHIO—COLUMBUS
TOLEDO OPERA ASSOCIATION—TOLEDO
TRAVERSE SYMPHONY ORCHESTRA—TRAVERSE CITY
TULSA OPERA INC—TULSA
VIRGINIA OPERA ASSOCIATION—NORFOLK
WHATCOM SYMPHONY ORCHESTRA—BELLINGHAM
WICHITA GRAND OPERA INC—WICHITA
WILLIAMSPORT SYMPHONY ORCHESTRA—WILLIAMSPORT
1.2 Cluster Revenue Manager
ALBANY SYMPHONY ORCHESTRA INC—ALBANY
BERKELEY SYMPHONY ORCHESTRA—BERKELEY
BOSTON YOUTH SYMPHONY ORCHESTRA INC—BOSTON
BUFFALO PHILHARMONIC ORCHESTRA SOCIETY INC—BUFFALO
CHATTANOOGA SYMPHONY AND OPERA ASSOCIATION—CHATTANOOGA
DAYTON PHILHARMONIC ORCHESTRA ASSOCIATION—DAYTON
DUBUQUE SYMPHONY ORCHESTRA—DUBUQUE
EL PASO SYMPHONY ORCHESTRA ASSOCIATION INC—EL PASO
EUGENE SYMPHONY ASSOCIATION INC—EUGENE
FLORENTINE OPERA COMPANY INC—MILWAUKEE
GLENS FALLS SYMPHONY ORCHESTRA INC—GLEN FALLS
HAWAII OPERA THEATRE—HONOLULU
HOUSTON GRAND OPERA ASSOCIATION INC—HOUSTON
KALAMAZOO SYMPHONY ORCHESTRA—KALAMAZOO
KANSAS CITY SYMPHONY—KANSAS CITY
KENTUCKY OPERA ASSOCIATION—LOUISVILLE
KNOXVILLE SYMPHONY SOCIETY INC—KNOXVILLE
LYRIC OPERA OF KANSAS CITY—KANSAS CITY
METROPOLITAN OPERA ASSOCIATION INC—NEW YORK
MONTEREY COUNTY SYMPHONY ASSOCIATION INC—CARMEL
OPERA AMERICA INC—NEW YORK
OPERA CAROLINA—CHARLOTTE
OPERA COMPANY OF PHILADELPHIA—PHILADELPHIA
OPERA IN THE HEIGHTS—HOUSTON
OPERA NORTH—LEBANON
PEORIA SYMPHONY ORCHESTRA FOSTER ARTS CENTER—PEORIA
PIEDMONT OPERA INC—WINSTON SALEM
PITTSBURGH OPERA INC—PITTSBURGH
PORTLAND MAINE SYMPHONY ORCHESTRA—PORTLAND
QUAD CITY SYMPHONY ORCHESTRA ASSOCIATION—DAVENPORT
RHODE ISLAND PHILHARMONIC ORCHESTRA & MUSIC SCHOOL—EAST PROVIDENCE
SAN FRANCISCO OPERA ASSOCIATION—SAN FRANCISCO
SANTA ROSA SYMPHONY ASSOCIATION—SANTA ROSA
SEATTLE YOUTH SYMPHONY ORCHESTRAS—SEATTLE
SHREVEPORT OPERA—SHREVEPORT
SKYLIGHT OPERA THEATRE—MILWAUKEE
SOUTH BEND SYMPHONY ORCHESTRA ASSOCIATION INC—SOUTH BEND
SYMPHONY SOCIETY OF SAN ANTONIO
TACOMA OPERA ASSOCIATION—TACOMA
THE LOUISVILLE ORCHESTRA INC—LOUISVILLE
THE LOUSIANA PHILHARMONIC ORCHESTRA—NEW ORLEANS
THE MINNESOTA OPERA—MINNEAPOLIS
THE STAMFORD SYMPHONY ORCHESTRA INC—STAMFORD
UTAH FESTIVAL OPERA COMPANY—LOGAN
WEST SHORE SYMPHONY ORCHESTRA—MUSKEGON
WOODLAND OPERA HOUSE INC—WOODLAND
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Besana, A., Esposito, A. (2021). From Clubs to Communities. From Tourists to International Friends. Crisis Legacy in Music Organizations with Revenue Management and Relationship Marketing. In: Tsounis, N., Vlachvei, A. (eds) Advances in Longitudinal Data Methods in Applied Economic Research. ICOAE 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-63970-9_2
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