Fundraising, social media and tourism in American symphony orchestras and opera houses

The multiple segmentation of audiences and stakeholders is as essential to the survival of American symphony orchestras and opera houses as is revenue diversification. Fundraising remains the key source of revenue, but managers are now exploring new target audiences with the increased use of non-traditional social media. Marketing towards non-traditional audiences such as musical tourists is coming under increasing scrutiny. Using a normal mixture cluster analysis of revenues and expenses in 2015, and considering a cultural tourism ratio, economic performances and targets of social media, this paper will segment a sample of some of the largest symphony orchestras and opera houses in the United States.