Some of the best ideas do not need reinventing. They just need a fresh perspective and the right moment to bring them back to life. That is exactly what happened with Take a Friend to the Orchestra, an initiative I recently reintroduced at the Wichita Symphony in my role as Curator of Audience Engagement and Innovation.
Originally launched years ago, this initiative was designed to welcome new audiences to the symphony but had faded into the background. As I looked for ways to make concerts feel more inviting and personal, I saw the perfect opportunity to bring it back.
A Warm Welcome for First-Time Concertgoers
The idea is simple. Regular audience members invite someone who has never attended a symphony concert before. Before the performance, I meet with these newcomers to answer questions and help them feel at welcome. When they arrive at their seats, they find a handwritten note personally welcoming them to the concert.
It is a small gesture, but it makes a big impact.
At our most recent event, a woman brought two graduate students who were experiencing the symphony for the first time. When they found their personalized notes, they were visibly moved. “This made my friends feel seen,” the woman shared. “Like we all truly belong here.” By the end of the evening, they were not just enjoying the music. They were already planning their next visit.
Breaking Barriers and Building Community
Take a Friend to the Orchestra is not just about introducing people to classical music. It is about rethinking how we welcome new audiences. Orchestras can sometimes feel intimidating to first-time attendees, whether because of unfamiliar traditions, perceived exclusivity, or simply not knowing what to expect. A warm invitation, a friendly introduction, and a thoughtful personal touch can change that experience entirely.
One of the best parts of bringing this back has been seeing how engaged our regular audience members have become. They are not just bringing guests. They are helping shape the experience, making sure their friends feel comfortable and excited to return.
Growing the Audience One Invitation at a Time
With the success of this first revived event, Take a Friend to the Orchestra is here to stay. This grassroots effort proves that audience growth is not just about marketing. It is about fostering genuine connections.
If you are a regular symphony-goer, think about someone in your life who might love this experience but has not taken that first step. Invite them. Introduce them. Help them feel at home.
Because the best way to grow our audience is not by selling tickets. It is by sharing the music we love with the people around us.
Who would you bring to the next concert? Let’s keep this movement going!
