Orchestra Wellington’s Secret Subscription deal
Orchestra Wellington banks on ‘Secret’ deal
Orchestra Wellington is set to test its audience loyalty with a new “Secret” deal that recalls Air New Zealand’s famous
Mystery BreaksTM packages.
The orchestra is offering tickets to its 2016 concerts for exceptionally low prices to people who book by November 6
this year. The catch is that the programme and soloists are a secret.
Orchestra Wellington General Manager Adán Tijerina says he believes local music lovers have enough faith in what the
Orchestra does.
“I think our track record proves that we will deliver them a programme and soloists they want to hear. And at $18 a
ticket, it is not a huge gamble for them,” Tijerina says.
For those willing to pay a little more per ticket, the names of the soloists will be revealed at the Orchestra’s next
concert, Providence, on November 7.
Complete details of the 2016 soloists and programme will then be released at the Orchestra’s Season Launch, which takes
place during its final concert this year on December 5. At that point, ticket prices will rise again.
“Obviously, price is a factor when people want to engage with the arts,” he says.
“But we’re curious to know how much the soloists and programme serve as motivators, as well.”
This new strategy follows on from a year of very successful concerts that offered startling discounts for people who
booked early and attended often. Where one concert would cost $60, a six-concert subscription slashed prices to $18 per
seat, but only for a very limited time.
/ENDS