Open Access Honors Program Thesis
S. Daniel Galyen
Concerts; Performing arts--Audiences; Symphony;
This research investigates the perception of live orchestral music performances among members of the American millennial generation, born between 1985 and 1997. Specifically, it describes the most common factors and trends affecting attendance decisions, looking at aspects such as past musical experience, marketing strategies used, and accessibility of performances. Current programming, marketing, and educational trends in several orchestras are also considered. Information for this study was gathered from a survey of University of Northern Iowa students, as well as from case studies of orchestras. This thesis provides predictions and recommendations for how to best reach this demographic as orchestras move into the future.
Year of Submission
School of Music
University Honors Designation
A thesis submitted in partial fulfillment of the requirements for the designation University Honors
1 PDF file (35 pages)
© 2015 Hayley Graham
Graham, Hayley, "The American symphony orchestra: factors affecting concert attendance and predictions for the millennial ticketholder" (2015). Honors Program Theses. 233.