TRANSFORMATION A Work in Five Parts
2011–16 Strategic Plan Draft
HOW WILL WE MOVE FORWARD?
1
100 YEARS AGO, LEOPOLD STOKOWSKI ARRIVED AND REDEFINED THE ORCHESTRAL EXPERIENCE FOR 20TH CENTURY AUDIENCES.
Returning to financial health is not just about major operational strides, but ultimately about renewing our commitment to put the finest music and musicians possible on the stage — music that transports, delights, surprises, shocks, challenges, and ultimately soars. This is the core of who we are, and if it is not fundamentally strong, all the logistical progress in the world will not matter.
Now it’s our turn to do the same for the 21ST century and to fundamentally transform The Philadelphia Orchestra artistically, culturally, financially, and operationally.
If we look to the legacy of Stokowski, it was the collective experience of being part of a grand experiment that built a shared identity between Philadelphia and the Orchestra.
The Philadelphia Orchestra
2011–16 Strategic Plan Draft
2
2011 ... 2012 ... AND BEYOND ...
OUR VISION FOR THE FUTURE OF THE PHILADELPHIA ORCHESTRA IS BUILT ON FIVE TRANSFORMATIONAL GOALS.
artistic
Celebration of Charles Dutoit Opening Night With Upshaw Salonen
Beethoven Week Josefowicz Residency Jurowski Curtis Artists and Composers
Carnegie Hall with Rattle Eschenbach Blomstedt Elektra Composer Premieres Lang Lang
Experiments in Lighting Design
Academy of Music Week — Stokowski Centenary Pollini
Yannick’s 1ST Season
Rachmaninoff Week
21ST Century Rite of Spring, celebrating the US premiere led by Stokowski
Continuation of Requiems
Media/Marketing Investment
Launch mobile media application
Launch new website “ For the programs that I build there is always a story connection, a juxtaposition … there is always a line that connects them. I think it has to be well-balanced but always rewarding, and it has to tell us something about the history and emotional impact of every piece. ” 3
The Philadelphia Orchestra
-Yannick Nézet-Séguin Music Director Designate
Digital Media staffing
Invest in marketing to younger audiences
Rollout Yannick to Philadelphia Digital media project
Major marketing investments
2011–16 Strategic Plan Draft
4
1
Transform the orchestral concert experience for the 21st century
Bring together a creative team of diverse talents to redesign our core offerings. A toolbox of media and learning will allow patrons to customize their concert experience.
We will put our patrons first, create more connections to the city, and boost Philadelphia’s civic pride.
great musicians
RO
D
T UC
ES IENC ER P X E NE W T
H
We will anticipate our patrons’ needs, giving them every reason to return to us, and we will make sure our loyal and new customers know just how much we appreciate them. Shaping the entire Kimmel experience and atmosphere around building connections with the music and musicians.
KING IN
NE W P
NE W
As always, we will highlight the depth of talent within the Orchestra and capitalize on our relationships with some of the world’s most outstanding artists and conductors to put innovative and exciting music on stage in Verizon Hall and around the world.
Delight our patrons
Great musicians
2
Transform our relationship with Philadelphia
NEW THINKING Guided by a new creative team from artists inside and outside the music world, and in partnership with other cultural institutions, we will fundamentally shift its thinking to appeal to 21ST century audiences — “Generation Yannick.”
New product We will explore existing and new symphonic repertoire through enhanced concert experiences that draw on themes and incorporate other disciplines — from semi-staged opera to visual art collaborations to special commissioning projects.
New experiences We are committed to providing patrons with a media and learning “toolbox” that allows personal customization of the concert-going experience. Mobile device views of the stage and experiments in lighting and production design.
Entice people to the hall Through various marketing channels that meet people where they are, we will launch a new website, embrace social media, and launch Yannick in ways that will draw Philadelphians to the excitement of The Orchestra.
Reignite community connections We aim to be seen as an integral institution in Philadelphia’s cultural landscape, taking part in Philadelphians’ shared moments of civic pride and joy. Music education for all ages will remain a centerpiece of our efforts, as well as a key way to connect with the region’s youth.
Amplify artist voices Our musicians are one of the main reasons people come to the Orchestra. We hope to forge a more intimate relationship between them and our audiences by creating a “Green Room” culture at concerts.
Express our gratitude We will make clear just how much we value our patrons, our supporters, and our community through investments in marketing and development.
Make Philadelphia proud We will continue to serve as a calling card for Philadelphia in locations across the country and around the globe, leveraging our home-grown creative projects in venues such as Saratoga, Carnegie Hall, Vail, Longwood Gardens, the Mann, and in China.
5
The Philadelphia Orchestra
2011–16 Strategic Plan Draft
6
3
Transform the cultural ecosystem in Philadelphia
4
Transform our culture and ways of thinking
We will learn from our past, find new ways to work with all our constituents, and foster a shared desire to experiment and learn together.
We will strengthen our historical relationships with the Kimmel Center and the Academy of Music to create superior customer venue experiences and foster even more artistic collaborations.
WHERE WE WERE
WHERE WE’RE GOING
Programming in isolation
Programming with the art and audience at the center of the conversation
Reputation focused
Patron focused
Music above all
Balance of music and fiscal health
Partnerships as attachments
Partnerships of mutual interest and benefit
Self-satisfied
Continuous improvement
Silver bullet solutions
Channel Stokowski — experiment and learn
Overly optimistic views of the future
Realistic assessments of risk
Need to know
Need to share
Align with The kimmel center Building on our close relationship with the Kimmel Center, we will work to ensure that the structures and arrangements in place both meet the needs of the Orchestra and are also beneficial to KCI, resident companies, and Philadelphia audiences.
Realign Academy of music relationship Together with AOM leadership, we will recalibrate the partnership to ensure that it meets the preservation needs of the building while delivering optimal artistic and financial returns.
Forge closer partnerships We see many opportunities to partner creatively with our cultural peers and pursue joint objectives.
7
The Philadelphia Orchestra
2011–16 Strategic Plan Draft
8
5
Transform the fiscal sustainability model for the 21st century orchestra
rebuilding capacity
2011
2012
INNOVATION
2013
2014
2015
2016
We will dramatically grow and nurture our audience, allowing us to find new ways to optimize our main season revenues and rebuild our philanthropic base. We aim to sustain ourselves through an equal mix of earned revenue, philanthropic giving and endowment income by 2016.
Optimize main season revenues We can make immediate changes to our pricing structure and inventory to improve the value of the concert experience for patrons and increase our concert revenue.
THE QUESTION REMAINS: WHERE WILL WE BE 100 YEARS FROM NOW? Time will tell, but if we have leadership at all levels and embrace innovative thinking, we are optimistic about what we can accomplish together. While our situation is tenuous, we believe that a bright future beckons out of the crisis at hand, and with support and extraordinary teamwork, we will go great places. We invite you to join us in creating a new renaissance for The Philadelphia Orchestra.
Rebuild our philanthropic base Our artistic strategies and renewed focus on patrons and stewardship will expand the pool of potential donors inspired to invest in The Philadelphia Orchestra.
Realign our expense base We have taken a close look at our expense base, and will run an operation that is lean and disciplined in delivering net returns.
Make new investments Our ambitious goals call for strategic investments and careful balancing of risk.
restore the endowment One of our primary goals in the next five years is to prove that we are “endowment worthy” in preparation for a major campaign. We will do that by delivering on our promises, carefully stewarding our assets against best practices, and maintaining financial transparency. 9
The Philadelphia Orchestra
2011–16 Strategic Plan Draft
10
strategic plan Steering Committee Board Ralph Muller, Chair John Salveson, Co-Chair Michael Cone Sarah Miller Coulson Carole Haas Gravagno Osagie Imasogie David Girard-diCarlo Hilarie Morgan Richard Worley
Musicians Blair Bollinger Eric Carlson Jonathan Chu Gloria de Pasquale David Fay Barbara Govatos David Kim John Koen Don Liuzzi Harold Robinson
Ex-Officio Walter Cohen, Peter Nero and the Philly Pops Joanna McNeil Lewis, Academy of Music Staff Ayden Adler Janice Hay Mario Mestichelli Stephen Millen Jeremy Rothman Linda Scribner Paskin Ari Solotoff Allison Vulgamore TDC Susan Nelson Anne Engel
The mission of The Philadelphia Orchestra is to bring the world’s greatest music to diverse audiences in the Philadelphia region and around the world, recognizing that music brings personal joy and profound meaning to the lives of its listeners. 260 South Broad Street, Ste 16, Philadelphia, PA 19102 | 215.893.1900 | philorch.org Learn more about what’s happening with The Philadelphia Orchestra at philorchtoday.org Photography credits: Pete Checchia, Ryan Donnell, Joe Kaczmarek, Chris Lee, Tom Mihalek, Philadelphia Orchestra Association Archives