Everyone’s talking about how to attract millennial audiences, but one orchestra’s findings show that the music itself isn’t the problem, and the solutions aren’t just for millennials. These results from the California Symphony’s “Orchestra X” project on user experience went viral last year and ultimately received attention from The Wall Street Journal, who wrote, “What is most striking about these changes is that you don’t have to be under 35 to appreciate them…they’re common-sense responses to the unmet needs of potential concertgoers of all ages.” Hear how the California Symphony has implemented website changes based on their findings, how their concerts are selling out because of it, and how your organization can take real (and easy!) actionable steps to do the same.


Aubrey Bergauer