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Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2016
Version: 10 July 2017
Revision date: 12-Feb-2018
Length: 22 pages
Data source: Field research

Abstract

The Los Angeles Philharmonic Orchestra (LA Phil), under the leadership of Deborah Borda, had enjoyed great successes in the 2000s and 2010s, even as other US orchestras faltered. The architecturally acclaimed Walt Disney Concert Hall had opened its doors. The institution's finances looked healthy after years of operating losses. A celebrity music director, Gustavo Dudamel, had joined the team. The LA Phil had launched its Youth Orchestra of Los Angeles (YOLA), a classical-music outreach program. Yet the LA Phil still faced real challenges, as all US orchestras did - an aging subscriber base, concern around appeal to younger audiences, and development of a pipeline of donors for the future. How could Borda continue to position the orchestra for success?
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Abstract

The Los Angeles Philharmonic Orchestra (LA Phil), under the leadership of Deborah Borda, had enjoyed great successes in the 2000s and 2010s, even as other US orchestras faltered. The architecturally acclaimed Walt Disney Concert Hall had opened its doors. The institution's finances looked healthy after years of operating losses. A celebrity music director, Gustavo Dudamel, had joined the team. The LA Phil had launched its Youth Orchestra of Los Angeles (YOLA), a classical-music outreach program. Yet the LA Phil still faced real challenges, as all US orchestras did - an aging subscriber base, concern around appeal to younger audiences, and development of a pipeline of donors for the future. How could Borda continue to position the orchestra for success?

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