Hartford Business Journal

www.HartfordBusiness.com • June 4, 2018 • Hartford Business Journal 9 FOCUS and lowering the admission price helps draw new audiences, Collins said. That's why HSO has introduced its flex card program, which allows visitors to purchase bulk tickets at a discount. A four-ticket package goes for $146, while a 10-ticket package sells for $309. HSO is also selling $10 student tick- ets and other seats for $25 for anyone under 40 years old. That's a considerable discount com- pared to the standard ticket prices — $43 to $67 — at HSO's next event June 8, called "Carmina Burana: Festival of Fate," at the Bushnell. Through its core concert series, in- cluding its educational programs, HSO draws about 90,000 customers per year with 2,000 annual subscribers. Younger buyers, Collins said, are "extremely selective" in the shows they attend and often purchase tickets at the last second either online or at the box office. The 484-seat Hartford Stage on Church Street also provides flexible subscription packages through its Season StagePass for guests between 21 to 35 years old. The $99 pass allows members entry into any main-stage show, and also reduces ticket prices for friends and drinks during its StagePass parties. Hartford Stage Managing Director Michael Stotts said the StagePass was needed to lure young profes- sionals who have not proved a fondness for performing arts the way older audiences had in decades past. The venue normally offers tickets ranging from $20 to $95 for its 8,000 subscrib- ers and annual audience of about 100,000 people. "After traditional audi- ences leave, we are going to have a substantial audience problem," Stotts said. "If we introduce the idea of theater at an early age, and provide ways for those audi- ences to engage on their own terms, then we will be starting to engage the audi- ences of the future." For organizations such as Connecticut Ballet, the growing costs to advertise, hire choreographers and rent venues makes it difficult to lower ticket prices. The professional ballet company held a Mother's Day matinee at the Palace Theatre in Stamford for just $35 per ticket. Although the performance drew a large audience, Connecticut Ballet CEO Brett Raphael said they can't continue offering those rates unless a corporation or foundation sponsors the performance. "It's hard for us to dis- count," Raphael said. "When we make it accessible and affordable, these arts forms are just adored. There's a lot of people who don't get to experience that." Connecticut Ballet, HSO and Hartford Stage are directing a majority of their promotional dollars to increase their so- cial media and digital advertising efforts to lure an audience that lives online. That means more advertising on Facebook and Twitter, and fewer advertisements in print publications, radio and television. "I think it's really about exposure," Raphael said. "We have to present visuals in a different way, not in a traditional way." Aesthetics Certain Connecticut Ballet per- formances are designed for younger audiences that have adopted a much different taste for dance than their older counterparts. Raphael says the company is working to draw on those new interests by showcasing the athleticism, sensuality and music featured in each performance. He has said shows like "Wicked," "Frozen", and "Lion King," have relied on more exciting and vibrant visuals, far in contrast to traditional ballet performances. But these adjustments alone won't curb negative perceptions surrounding the performing arts, such as elitism and white privilege, as Raphael says "there seems to be something about the word ballet, symphony or opera that is daunting for some people." For now, he says figuring out the "entry point" for new audi- ences is key to fostering the next generation of sympho- ny, opera and ballet fans. "We are working re- ally hard to figure out what those entry points are so we don't miss another genera- tion of people who could en- joy the experience and build it into their social lives," Raphael said. "It's really a long-term issue." Q. There was recently a proposal in the city council encouraging development along the Connecticut River. Specifi- cally the resolution, pitched by council- man John Gale, called for Riverfront Recapture to "initiate planning to bring to the river's edge in Hartford dining options, a marina, and house- boat accommodations." What were your thoughts on the proposal and is further development along the River a possibility given the flood risks? A. We're open to exploring all types of ideas for additional development along the river, but it's just so much more complicated than non-riverfront development. Building a structure for a restaurant or housing in the flood- plain requires a mix of creativity and engineering that is difficult to achieve. It's not just the challenges of the floodplain; it's the unpredictability of the Connecticut River. Think about this past January when ice floes cov- ered our riverwalk. How would those affect the marina or the restaurants? Over the past 37 years, we've learned that careful consideration and collabo- ration are required for all riverfront projects, and are fully committed to further development along the Con- necticut River. Q. As we gear up for the summer sea- son, what major events is Riverfront Recapture looking forward too? Will there be any changes to your events schedule or any noticeable changes to any of your traditional events? We're looking forward to all of them, of course. June is going to be an incredibly busy month with the arrival of the Onrust, a replica of the ship built by Adrian Block in 1614 on June 21, and the Boathouse Bash with Olympic rower Meghan O'Leary on June 22. The fireworks are always a favor- ite, and the noticeable change to that event is the date — they will be held on July 14, corresponding to the new dates for our Food Truck Festival and Connecticon. Also of note: Saturday, Sept. 29, marks the 20th year of The Head of the Riverfront, our annual USRowing regatta. Our weekly programming is an excellent complement to our an- nual festivals, and they encourage daily park usage. The addition of new programs, such as Dance Current and Pop Up Shakespeare, and the return of popular programs introduced last summer, including Pop Up Improv and Yoga Flow on the River bring people into our parks every day and allow us to connect even more people to the Connecticut River. Q. Given the state's and city's financial constraints, how is it going with rais- ing funds for the various events that Riverfront Recapture puts on? A. Fundraising is never easy, but we are fortunate to have strong support from the community, corporations like Travelers, our season sponsor, the Hartford Foundation for Public Giving, and both the city of Hartford and the town of East Hartford. We are also very grateful to Cathy Malloy and the Greater Hartford Arts Council working so diligently to find funding for the 'Summer in the City' program for the second year, allowing us to offset the significant expenses of events like the fireworks, dragon boats, and Taste of the Caribbean. Performing Arts Financial Snapshots Hartford Symphony Orchestra Hartford Stage Connecticut Ballet FY 2015 FY 2016 FY 2016 FY 2017 FY 2015 FY 2016 Revenues $4.5M $3.9M $13.8M $7.8M $571,898 $611,696 Expenses $5.3M $5M $11.7M $9.3M $513,447 $562,684 Margin $(842,046) $(1.12M) $2.1M $(1.6M) $58,451 $49,012 Source: GuideStar Brett Raphael, CEO, Connecticut Ballet Michael Stotts, Managing Director, Hartford Stage The Hartford Symphony Orchestra's flex card program aims to lure younger theatergoers to add to its annual audience of about 90,000 customers and 2,000 subscribers.

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