Arts Activities Support
ACHF Arts Access
Artistic success will be two sell-out performances (250 seats per concert) and at least 10% sales to new audience members. A multi-generational audience (with a focus on seniors) and the 80 singers provide enthusiastic response to the concerts by both written evaluations/feedback surveys and word-of-mouth positive feedback. Outcomes will be evaluated by ticket sales, the number of singers participating in the concert, and audience/singer feedback surveys. Counts for new likes on Facebook, increased website visits and new requests to be added to mailing list will also be indicators of project success.
Nearly 600 audience members, 87 Edina Chorale members and 4 guest artists participated in two concerts. In addition, approx. 200 seniors were reached in open rehearsals/preview concerts at Friendship Village and The Colony. 93 attendees (15%+) indicated this was the FIRST time they had attended an Edina Chorale concert. The favorite aspect for audience and singers was the music selection/repertoire. Edina Chorale successfully achieved all six artistic goals. Goal 1: ‘explore love from different perspectives and across generations’ was done through music and stories from different viewpoints. Music was programmed into five segments: young love, longing/separation, marriage/weddings, forbidden love and love of mankind. Each segment featured a written story. Surveys reported the audience was ‘delighted and moved’ by the musical/story selections. Music featured classics of Gershwin and West Side Story and unexpected songs of Annie Lennox, k.d. lang and Billy Joel. Stories were by turn tender and funny achieving goal 4. Valentine's weekend provided the perfect backdrop for a special event accomplishing goal 2: ‘create a special event for everyone’. Wine, desserts and beverages were served; the traditional red/white decor created a festive, love-inspired venue. Vocalist/guest artist Prudence Johnson performed 3 solo pieces with accompanist Dan Chouinard and 3 pieces with the choir. Audience and singers alike were delighted to hear her perform; singers added Ms. Johnson provided a level of professionalism that was very helpful to observe. Surveys indicated singers felt well-prepared for a high-quality performance. A large audience, professional musicians and soloist contributed to singer’s enthusiasm/work ethic preparing for the concerts. Goals 3 and 5 were achieved by singing unexpected songs with Ms. Johnson that challenged singers and delighted the audience presenting a professional concert. Goal 6: “attract/engage a multi-generational audience with focus on seniors’ was met as nearly 50% of the attendees 65 and older. Edina Chorale focused on seniors through open rehearsals, reduced ticket pricing, music selections, location, concert time and had resounding success. One item that worked well was two open rehearsals at senior living locations; the benefit being a chance to perform music before a live audience before the concert. Residents enjoyed the music and actively engaged in the creative process of learning and following the conductor's directions. The open rehearsals served an added benefit of being a marketing tool for the chorus. Many of these residents attended and invited friends. A significant challenge was the size of the venue - the seating was tight as 5 additional tables were added each night to accommodate the extra ticket sales. A ticket limit or added concerts may allow room between tables for seniors. Theater-style seating and refreshments served at intermission may be another option. The intended communities of the audience and Edina Chorale were successfully served by 'Seasons of Love'. 84 singers and 3 staff members participated in 2016 vs. 67 singers and 3 staff in 2015. Ticket sales of about 590 compared to under 500 for the 2015 Pops Concert. 11 singers participated in their first pops concert having joined Edina Chorale in September and late-November. The focus on seniors was very successful. 47% of tickets were sold to seniors, due to reduced price ($10 vs. $20), accessible location and Saturday afternoon offering. In addition, 200 senior citizens were reached in open rehearsal/concert previews. This allowed Edina Chorale to reach many who do not have physical ability or transportation means to attend most concerts. The addition of Prudence Johnson to the program attracted some new audience members and added value for singers, but not many audience members listed Ms. Johnson as a primary reason for attending. The exploration of different perspectives on love created a new level of awareness and empathy among singers, and most likely audience members as well. The stories about a lesbian love affair and a gestational surrogate complemented the more traditional stories about romantic love.
Other, local or private