The Cleveland Orchestra’s Blossom Festival looks a little different this year. The upcoming outdoor season was intentionally revamped in order to increase its appeal to classical novices and people with children. Some of the changes include a new ticketing arrangement and a heavier emphasis on lighter music.
The orchestra’s Chief Marketing Officer Ross Binnie said,”We really want to make this into a family festival. I really want to see the place packed.”
Probably the most striking new feature of the 20 concert season has nothing to do with music but with the tickets. Following last year’s formation of a Center for Future Audiences, the orchestra now offers ticketing plans that let young people aged seventeen and under to be admitted for free. Pavilion subscribers can avail one free youth seat for each regularly purchased seat, while each adult holding a paid lawn ticket can bring two children free of charge.
Out of around 55,000 tickets solds, the offer has already yielded about 1,000 takers, and the orchestra expects that number to further soar.
Orchestra Executive Director Gary Hanson said, “I think what will happen is families who might not have attended at all will be attracted by the opportunity.”
The concert season begins with a special program on Saturday and Independence Day concerts on Sunday and Monday, July 3 and 4, at Blossom Music Center.
