continued Williams-Ness is excited at the prospect of showing audiences shots of what it’s really like to be behind the scenes, and during the performances, for close-up shots of musicians in an orchestra, for example.
“When it comes to this team at SPAC they see what an economic engine SPAC is and how important it is to keep it vibrant and different as a cultural icon,” she said.
To keep vibrant, SPAC has become more engaged in social media and started pre-season electronic ticket sales in the last several years. The screen, in addition to a newly renovated façade, a redesigned Patron’s Terrace and a new publicity initiative - The Building of a Season - are all efforts to address the interaction and education of audiences.
The Building of a Season was discussed at the board’s last meeting in December 2011. It is meant to give event-goers a look behind the scenes and provide a seamless transition into the off season. Each Thursday, components of the upcoming season are released on SPAC’s website along with feature information on new artists or programs.
Dake indicated at Thursday’s meeting that The Building of a Season has been successful so far. In fact, this year off-season traffic to spac.org increased by 64 percent and its Facebook presence jumped by 112 percent. SPAC’s membership stands at 2,294, which is 5 percent higher than last year. They hope to reach a target of 3,000members over the rest of the season.
SPAC has also witnessed a 40 percent increase in pre-season ticket sales, but the figure does not include Live Nation events.
The board reports that ticket sales for Live Nation events have been strong with upcoming acts like Dave Matthews, The Beach Boys, Chicago and the Doobie Brothers.
Another part of SPAC, The Patron’s Terrace established in 2007,has been redesigned to address wear and tear. The terrace is near the entrance to the Hall of Springs and construction of the new design is set to start in the coming weeks and will be completed in May. Landscape Architect Todd Smith of Mandy’s Spring Nursery has contributed the design.