Community Engagement

Marketing

Audience Development

Innovator Series

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19 min

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Ross Binnie, Chief Marketing Officer & Julie Stapf, Director of Sales and Marketing, The Cleveland Orchestra | Hear how the orchestra embarked on the ambitious goal of having the youngest audience in the U.S. by their centennial in 2018, as well as the staggering success of their engagement programs to date.

Embracing Young Audiences: 7 Strategies Used by The Cleveland Orchestra

Ross Binnie

Chief Marketing Officer, The Cleveland Orchestra

Julie Stapf

Director of Sales and Marketing, The Cleveland Orchestra

Embracing Young Audiences: 7 Strategies Used by The Cleveland Orchestra

19 min

The Cleveland Orchestra has long been regarded as one of the world’s great orchestral ensembles, but in today’s changing demographic landscape that is not enough.

To remain relevant, especially towards the next generation of young people, The Cleveland Orchestra had to aggressively change its focus. Ross and Julie will discuss how the orchestra has embarked on the ambitious goal of having the youngest audience in the U.S. by their centennial in 2018, as well as the staggering success of the programs to date. 

Ross Binnie

Ross Binnie

Chief Marketing Officer
The Cleveland Orchestra

Ross Binnie has been the Chief Marketing Officer of The Cleveland Orchestra since February 2010, and was also named the Director of the Center for Future Audiences in October 2010.
He served as vice president for sales and services at the Detroit Symphony Orchestra before coming to Cleveland. Ross was raised in the United Kingdom and has worked with arts organizations for over 28 years on both sides of the Atlantic. He received his MBA from Southern Methodist University in Dallas and his BA from the University of Texas, Austin.
Julie Stapf

Julie Stapf

Director of Sales and Marketing
The Cleveland Orchestra

Julie Stapf joined the staff of The Cleveland Orchestra as Director of Sales and Marketing in November 2011.
Prior to joining the staff at The Cleveland Orchestra, she was Director of Marketing and Communications at Hartford Stage, a Tony Award-winning repertoire theatre, and Director of Marketing and Sales at the Detroit Symphony Orchestra. She began her professional career as Assistant Chief of Public Affairs for “The President’s Own” U.S. Marine Band, who provide musical support to the President and the White House. She holds a bachelor’s degree in Music Performance (French horn) from the University of Cincinnati College-Conservatory of Music and a master’s degree in performing arts management/marketing from The American University in Washington, DC.

Topics

Community Engagement

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Marketing

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Audience Development