Getting An Early Start On The Show

by:

Joe Patti

League of American Orchestra’s Symphony.org site had an interesting piece on concert start times recently. It wasn’t really surprising to learn that organizations were experimenting with different start times to better suit the needs of their audiences.

I was, however, surprised to learn that in 2006 and perhaps even more recently, there were classical music recitals starting at 10:30 pm and selling out. (Though perhaps to be expected given they were in the city that never sleeps)

In 2006, a New York Times critic reported that the Mostly Mozart Festival’s “A Little Night Music” concerts, held at 10:30pm, were “almost always sold out,” and raised a question: “Why should cabaret acts and jazz sets be able to start late, but not classical recitals?”

The general theme of the article is that people’s expectations have changed, especially post-pandemic. The Houston Symphony apparently tried an earlier start time about a decade ago only to revert back to their regular time when the change proved unpopular. However, they have recently shifted to 7:30 pm to 8 pm and not only was it well received, surveys are showing a trending preference for a 7 pm start.

To some degree they credit the increase in people who are working from home who don’t have the commute from office to the theater with perhaps a trip home and dinner in the mix. Though other organizations report complaints that earlier start times don’t provide enough leeway between work and the performance so there isn’t one standard best time for all communities.

In some places they are finding that matinees are better attended than evening performances. In my own experience I am seeing that trend with renters who specialize in choral and operatic genres as well as recitals by dance schools. This probably isn’t news to many since the core audiences for both types of shows tend to want to be home earlier.

The article quotes Gwen Pappas, vice president of communications and public relations at the Minnesota Orchestra, referencing the fact that people are used to being able to access their experiences on demand.

There are many ways in which a communal performing arts experience can’t be individually curated but where we are able to give people options. They really seem to appreciate it.”

In 2023, the Minnesota Orchestra moved its Saturday night concerts to 7pm and introduced 2pm concerts on select Saturdays. Some subscription programs come with any of four different time options over a week: 11am, 2pm, 7pm and 8 pm.

My first thought is that with so many different options for concerts to start, there might be some headaches communicating the different times to inattentive single ticket buyers. The last concert they attended started at 8 pm, now they are late for the 7 pm concert or vice versa. You might be arriving for what you thought was a 2 pm matinee only to find everyone leaving from the 11 am event. I suspect they have found some good ways to address that issue, though there will always be a few people who overlook the reminders, etc.

Photo of author
Author
Joe Patti

I have been writing Butts in the Seats (BitS) on topics of arts and cultural administration since 2004 (yikes!). Given the ever evolving concerns facing the sector, I have yet to exhaust the available subject matter. In addition to BitS, I am a founding contributor to the ArtsHacker (artshacker.com) website where I focus on topics related to boards, law, governance, policy and practice.

I am also an evangelist for the effort to Build Public Will For Arts and Culture being helmed by Arts Midwest and the Metropolitan Group (details).

My most recent role is as Theater Manager at the Rialto in Loveland, CO.

Among the things I am most proud are having produced an opera in the Hawaiian language and a dance drama about Hawaii's snow goddess Poli'ahu while working as a Theater Manager in Hawaii. Though there are many more highlights than there is space here to list.

Leave a Comment