by Max Marbut
Staff Writer
About 100,000 people.
That’s the approximate population of places like Cambridge, Mass., Erie, Pa., and Green Bay, Wis.
It’s also the number of people who will come Downtown during the 2011-2012 Jacksonville Symphony Orchestra season. Some are season subscribers while some may purchase a ticket to only one. That group is particularly strong in its support of JSYM’s annual holiday presentations, Handel’s “Messiah” and the First Coast Nutcracker.
Some live a short distance from Jacoby Hall in the Times-Union Center, while others will come from as far as 70 miles away and get to the concert on a bus provided by JSYM.
Picking people up, bringing them to the concert and then taking them home is an aspect of JSYM’s marketing that was developed and is coordinated by Account Executive Bill Cosnotti. He said the symphony will provide round trip transportation for 47 groups of concert-goers from Palm Coast to St. Simons Island, Ga. this season.
“I remember when we brought a group here from St. Mary’s (Ga.), they were fascinated by the skyline. There’s a certain electricity Downtown. If you’re not here all the time, you need that every so often,” said Cosnotti.
JSYM Executive Director Stacy Ridenour said part of the symphony’s mission is to support Downtown. Arts and culture can be a powerful marketing tool to help people understand the importance of a vibrant urban core.
“We’ve found that if we can get someone to come here and enjoy the symphony once, they’ll come back again,” said Ridenour.
Another way the symphony brings all types of people Downtown is by offering a variety of musical choices beyond traditional classical music. Programming like Beethoven’s iconic Fifth Symphony and Rachmaninoff’s Piano Concerto No. 2 are part of the Masterworks Series, and this season’s Grand Opera offering is Puccini’s “La Boheme.”
There are also other less traditional choices on the Pops Series and Coffee Series calendars like a tribute to jazz trumpeter Louis Armstrong and a program of theme songs from 1950s television series. The Fusion Series combines international music with pre-concert cuisine based on the nationality of the composers.
“Ballroom with a Twist” will combine the orchestra with contestants from the television shows “Dancing with the Stars,” “So You Think You Can Dance” and “American Idol.”
Always working on different ways to bring more people Downtown, the symphony tried an experiment on the last day of 2010 that will be renewed this year, a New Year’s Eve celebration.
“There were people here dressed in everything from business casual to tuxedos. They had champagne before the concert and a dance band and fireworks after. It turned out to be a great event and it is tailor-made for a new group of visitors,” said Cosnotti.
The symphony also partners with other Downtown events each year, including First Wednesday Art Walk. The City’s “Starry Nights” series pairs the orchestra with headline entertainers for outdoor evening concerts at Metropolitan Park. During the May 26-29 Jacksonville Jazz Festival, the symphony will headline the Saturday night show with vocalist Diane Schuur.
Ridenour is sure the symphony will continue to provide a reason for people from all over North Florida and beyond to come Downtown.
“We’re so pleased to be in the heart of the city and to be part of the dialogue about Downtown,” she said.
For more information about JSYM’s 2011-2012 season, visit www.jaxsymphony.org.
356-2466