November 2002 - Nr. 11
tsoundcheck
EXPANDS TO MEET DEMAND
YOUNG CYBER JUNKIES GET HIP TO THE TSO
Toronto, ON – The Toronto Symphony Orchestra is pleased to announce an expansion of tsoundcheck (all lower case, silent "t"), a programme first launched in September 2001. This free, web-driven initiative now allows young people from 15 to 29 to purchase on-line tickets a few days before any TSO main series concert for only $10. And the seats aren’t in the nosebleeds – they’re some of the best seats in the house, depending on availability.
Through word of mouth and on-line "chatting", the initial 1,000 members quickly expanded to over 4,500 members, 50% being first-time patrons of the Toronto Symphony. To meet the growing demand, the TSO has decided for the 2002/2003 season the age range will expand from ages 15 to 29 (the original concept was for people 17-27). Non-students are included, too. The TSO has partnered with NOW Magazine, Toronto’s main entertainment weekly, to further expand the tsoundcheck.com programme. "Young people are coming to the symphony for the first time and having a wonderful experience," says Mike Forrester, the TSO’s Director of Marketing. "They are a significant new addition to the TSO audience, purchasing anywhere between 60 and 200 tickets per concert. They are an important part of the future of the Orchestra and orchestral music, because of their youth and because they come with no pre-conceived notions: they’re as likely to enjoy music of Gary Kulesha, Paul Steenhuisen and Einojuhani Rautaverra as they are Bach, Beethoven and Brahms." tsoundcheck cards have been distributed via school registration packages to over 85,000 students at various post-secondary institutions throughout the GTA, including University of Toronto, York University, Yerson University, and Seneca College.
"We’re trying to break down all barriers when it comes to music," says Maggie Turcotte, the TSO’s newly appointed Sales Manager designate (she formally takes the position once her successor is in place). Maggie explains, "Culture shouldn’t be elitist, and it should be available for the young and curious. Young people are into classical music. Our ‘tsoundcheckers’ are the most open-minded audience ever, and will listen to anything old or new. They’re also among our loudest and most enthusiastic audience members." Currently, Maggie is wrapping up duties as the TSO’s Assistant Manager of Customer Service. She also notes that "members have even donated to our TSO Challenge fundraising campaign. It’s like they’re saying ‘thanks for the price break on tickets.’"
Many tsoundcheckers write in to the website:
- "Hi, I think this deal is amazing, and the website is excellent: clear, concise, and loads up really fast on my slow internet connection. Thank you! --Pazit Cahlon
- I think the programme is an excellent idea. I personally enjoy going to the performances, but they are too expensive to attend at regular price. tsoundcheck fixes that problem! --Jeffrey Rossi
- You guys are so cool – I just found out about this from my friend. You understand that young people, although cultured sometimes, just can’t afford to be "cultured." Thanks for inviting us to the culture we crave! –Jacqueline B. L.
Depending on availability, tsoundcheck tickets are offered to tsoundcheck members the Monday before the upcoming week’s concerts. tsoundcheck members visit the website to determine if a concert is open to them. The weekly lot of tickets are generally located in the centre main floor or centre mezzanine, and the $10 tsoundcheck tickets are sold first come, first serve. tsoundcheck members can purchase their tickets on-line, by phone, or in person. Anyone aged 15 to 29 can register to tsoundcheck at www.tsoundcheck.com. No registration fee. To enroll in the programme, participants must have a tsoundcheck card, available on-line at www.tsoundcheck.com or by phoning 416 598 3375. Or, visit the TSO Customer Service at 212 King Street West (at Simcoe), #550. Proof of age is required.
For information, please visit www.tsoundcheck.com or call Maggie Turcotte at 416 593 7769 x 305
