Community. Admittedly a broad topic. Here Steven Winn — arts journalist, critic and co-moderator of our live events in San Francisco — poses some of the questions we’ll be asking as part of the American Orchestra Forum.
From museum shows to publishing to Hollywood, the boom-or-bust blockbuster mentality has taken hold. Everyone wants to make the Big Impact and be the thing of the moment. But as many museums have discovered, overemphasizing the big special event (a major touring show) can create artificial expectations, attract one-time visitors who rarely return and detract from the core identity of the museum and its collection. Do orchestras run that risk by leaning too hard on special festivals, blow-out galas, anniversaries and noisy marketing strategies? How can an organization sustain its appeal and centrality over the long season and the long haul, with its inevitable ups and downs?
Everyone probably agrees that education and cross-cultural outreach are the right things to do. But a lot of right things can feel like so much obligatory spinach. How can orchestras pursue their commitments in ways that refresh and reinvigorate the institution and the community? Is special programming, aimed at particular populations, the right approach? More music performed in neighborhoods, community centers, churches, schools? Should an education program be centered on the live experience for as many young listeners as possible? Does media (electronic, social, etc.) provide a more effective tool?