Many venues are strongly focused on their natural catchment area. And they are great in marketing to people in that area. But, as Bernhard Kerres points out, targeted marketing and sales can reach out to towns outside your own city, reach new and more people. So, it is all about the right analysis, good public transport, and the right partners.

More news about La Scala returning the sponsorship from La Scala, the strike at Chicago Symphony and the director of Seattle Opera. 

And when you want to find out more about Haydn 1791 - the firm that consults and manages performing arts - go to www.haydn1791.net.