オーケストラファン創出におけるアウトリーチ活動の効果

～群馬交響楽団の定期会員調査から～

抄録

Facing a decline of public support, many orchestras today are introducing outreach programs where students can experience live performances, in the hope that such live performance would have a strong impact on their future appreciation of classical music. In order to evaluate the impact of the outreach program, we took the case of a pioneering orchestra - the Gunma Symphony Orchestra (hereafter abbreviated as GSO) - which has conducted outreach programs for 70 years, and more recently conducted a subscriber survey.

Roughly 60% of GSO subscribers experienced its outreach program, and a significant difference was observed in preferences between the “outreach” group and others: the former considered that GSO highly contributed to cultivating an appreciation of cultural arts in children, and that GSO enhanced the image of the region. However, there was no significant difference observed in income or education, two other factors affecting attendance. It can be said that an outreach program activated the potential market within the high income and highly educated segments of the local community, contributed greatly to creating core supporters of GSO who appreciated various merits (preference), and also mobilized the younger generation, but did not influence their profile.