Cameron Carpenter is the first performer in the NAC’s “Casual Fridays” concert series.
The National Arts Centre is hoping to attract a wider audience by making the orchestra experience more comfortable in its new three-concert Casual Fridays series.
When planning its 2013-14 season, the NAC wanted to reach out to people who don’t regularly attend orchestra concerts, says Natalie Rumscheidt, senior marketing officer for the NAC Orchestra.
The NAC created Casual Fridays after learning more about why certain demographics, such as younger audiences, aren’t attending performances, she says.
To bring these people into the concert hall, the NAC is breaking the mould of the traditional night at the orchestra.
Most noticeably, the NAC is encouraging guests to dress casually during the three Casual Friday concerts, Rumscheidt says. Although the NAC doesn’t have an official dress code, most people dress up for performances. This may be scaring people away, she says.
“Some people are looking for an easier or more accessible way to learn how to appreciate this art form,” she says. “This is what Casual Fridays is all about – making a fun, social, and engaging evening and giving a little bit more depth in the learning experience.”
This depth comes from constant engagement between the audience and what’s happening on stage, Rumscheidt says. In normal orchestra performances there may be discussions with a host before or after the concert to give the audience more understanding of the music, she says.
On Casual Fridays, this conversation continues throughout the entire performance, Rumscheidt says. The engagement is meant to give those with no knowledge of the orchestra better insight and appreciation of classical music, she says.
Casual Fridays are also shorter than a traditional concert, clocking in at exactly 90 minutes from beginning to end.
The series has an early 7 p.m. start time to attract commuters who work downtown along with younger people with later plans, Rumscheidt says.
And, with only three performances – one this November along with concerts in March and June 2014 – there is less of a commitment for those who buy the ticket package.
Although Casual Fridays changes some things, the music won’t be different than any other night. The concerts in the series are condensed, but they feature the same works, conductors and musicians as the concerts that happen on the Thursday night before Casual Fridays, Rumscheidt says.
The series will bring in a new audience because it breaks down barriers for guests, says Amanda Forsyth, principal cellist with the NAC Orchestra.
“You can go to a concert and still be relaxed,” Forsyth says.
The NAC isn’t the first group in Ottawa to learn that a casual atmosphere can encourage a wider range of guests.
Music and Beyond, a classical music festival, found that letting the audience wear shorts and tank-tops to summer concerts created a more inclusive atmosphere for those who are intimidated by classical music, says Julian Armour, artistic director of the festival.
“They’re afraid that they won’t know how to dress, when to clap, or how to understand the music,” he says. “It’s actually a really big step to say it’s ok to dress casually, and people respond to that really well.”
Forsyth is the daughter of celebrated composer Malcolm Forsyth. She will be debuting his double concerto at the NAC on March 7, 2014, the second concert in the series.
She says he would be thrilled that Casual Fridays is encouraging a younger audience to enjoy classical music.
“The new generation is what will make anything live on, but they have to know about it,” she says.