September 18, 2007 -

Ottawa, Canada -- Subscription sales for the National Arts Centre Orchestra are on the rise as it prepares to open its 2007-08 season with a series of sold-out concerts under the baton of Music Director Pinchas Zukerman.

Subscription revenues have surpassed the $2 million mark with more than 13,000 subscription series already sold – over 800 more subscriptions than on this date last season. The Beethoven Festival, led by Pinchas Zukerman – which includes several concerts in the classical series – has proved extremely popular with six of the ten concerts sold out in advance of Opening Night on September 19. Continuing strong sales bode well for the entire Festival and the full season of classical music programs. The TD Canada Trust Family Adventures with NACO led by Principal Youth and Family Conductor Boris Brott has seen a rise of more than 46% in subscription ticket sales compared to this time last season, while the CTV Pops Series under the artistic direction of Principal Pops Conductor Jack Everly has increased by 10%.

Success is attributed to a comprehensive Audience Development Programme on which the NAC Orchestra embarked a year ago using extensive research into its audiences’ interests and priorities together with analysis of 20 years of sales trends. Initial improvements include implementing a wider range of (and in some cases lower) ticket prices throughout Southam Hall to offer greater access; increased flexibility in packaging the classical, pops and recital series – a move that has resulted in a 37% increase in “pick-your-own series” sales; and adding more access to artists through post-concert talkbacks and live NACOcasts (podcasts) to complement the traditional pre-show chats. Other initiatives include additional interactive web features, starting with the Beethoven Festival; more comprehensive house programmes, and special appreciation events for new and long-time subscribers. And this is just the beginning.

Christopher Deacon, the Orchestra’s Managing Director said: “The NAC Orchestra continues to offer artistic excellence on its stages under the direction of Pinchas Zukerman. This will be strengthened with the introduction of our new concertmaster Yosuke Kawasaki this fall. By continuing to listen to and build individual relationships with our varied audiences and in our local and national communities, we can inspire many more people with the extraordinary power of music – whether through free outdoor concerts like our new Orchestras in the Park festival, where we welcomed over 17,000 people this past July, or through truly mesmerizing concerts in Southam Hall.”

Subscriptions to the 2007-2008 season are still available in person at the NAC Subscription Office beside the Box Office or by calling the Subscription Office at 613-947-7000, ext. 620.

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For more information please contact:
Jane Morris, Communications Officer,
National Arts Centre Orchestra
(613) 947-7000, ext. 335
jmorris@nac-cna.ca