Lumenocity to start charging, cut crowd size

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Lumenocity worked. Maybe too well.

Now organizers are planning major changes to the free live symphonic and light show held outside of Music Hall – changes intended to improve the experience for the audience, help the event stand on its own financially, and sustain the marketing boost that the show originally provided.

For the first time, the show which is presented by the Cincinnati Symphony Orchestra will charge admission for the four performances – one more than last year – and one dress rehearsal set for August 5 to 9. Prices will range from $15 to $20 per ticket.

For the first time, due to public safety concerns, the capacity of the viewing lawn in Washington Park has been reduced by more than half per night – to 6,000 per show – and blankets, coolers and large strollers are banned.

The subsidized parking shuttle from Union Terminal has been eliminated.

"We got a tremendous amount of feedback last year, that people would be willing to pay a modest amount to participate in the event. We heard that loud and clear," symphony president Trey Devey said. "In a perfect world, we would have all of the philanthropic resources to present it free to the public. We're simply in the position where it's (either) charge a modest fee or not produce the event. And that's really what it comes down to."

Lumenocity has been a bold and innovative initiative for one of the oldest and most distinguished orchestras in the nation. Slated to cost $1.4 million, orchestra officials fell short in fundraising by $400,000, and were faced with the dilemma of either not presenting Lumenocity this year or charging attendees a fee.

Designed as a way to introduce younger families and those unfamiliar with classical music to orchestral fare, the CSO acknowledges that the event succeeded in providing it with a fresh e-mail marketing database that has allowed special offers to be made to potential new fans. So far, 6 percent of those new-to-the-CSO households have returned to experience the orchestra live in Music Hall, Devey said.

For the audience, Lumenocity has been a shared community experience that has celebrated a revitalized Over-the-Rhine and has also shone a light on Music Hall, still in need of massive renovations. Viewers were awestruck by the combination of a top-notch American orchestra performing a 40-minute program live to stunning projected animations, which last year included a tribute to the art of Charley Harper and live dancers from Cincinnati Ballet.

Devey said proceeds will go solely toward the expense of putting on the magical show. Although he did not provide a breakdown, substantial expenses include the creative and technical teams involved with the projections, air-conditioned boxcars for equipment, the orchestra musicians and two live broadcasts for television and radio.

The inaugural Lumenocity in 2013 was a "gift to the city" as a way to welcome Louis Langrée, the orchestra's incoming music director. The Carol Ann and Ralph V. Haile, Jr./U.S. Bank Foundation provided lead funding and was the driving force behind its inspiration. But last year, with vastly increased demand and the frustration of those unable to score the required free tickets, discussions began about making it a paid event.

"It was discussed, because a lot of people who were disappointed in not getting tickets said they would pay for them," said Tim Maloney, president and CEO of the Haile Foundation, still the largest donor to the project.

It was harder to raise more money this year, said Maloney. "There just aren't that many funders in the arts. I think that will continue to be a challenge. It's an expensive proposition, it's a bold move and it's a transaction that's not without risk, because of the weather. It's a reflection of the philanthropic assets in Cincinnati, which are just not as rich as in other cities, particularly for the arts."

In many ways, Lumenocity has been, over its short life, a trial-by-fire learning experience. Officials were stunned when, that first year, an estimated 35,000 people thronged to Washington Park over two days. For safety and crowd control reasons, changes were instituted for Lumenocity 2014. Those included fencing off a viewing area and requiring visitors to reserve a free ticket to enter. The budget was doubled, performances were expanded to three nights and a new "Lumenocity Village" of food and vendors was added.

But the public response again floored organizers when the free ticket vouchers were gone online within just 12 minutes and attempts were made to sell some of them on eBay for up to $100 each. In the end, more than 42,000 people turned out – 12,500 per night – for three shows and a dress rehearsal.

This year, the capacity for each performance will be 6,000 ticketed viewers in the fenced-in area, totaling 30,000 over four performances and the rehearsal.

That number was established in consultation with police and fire representatives, who have been increasingly alarmed about the crammed lawn area of chairs and blankets overflowing into aisles and walkways, with the potential that emergency responders would not be able to reach someone having a medical emergency. (There were five such emergencies last year, but there was no problem with access, said Chris Pinelo, the orchestra's vice president of communications.)

It was important, Pinelo said, that the square feet available in the viewing area ensured that all sidewalks, ingress and egress areas could be kept clear and passable.

As a result, people are asked to bring their own standard lawn chairs, but blankets, tarps, large coolers and "extensive picnic set-ups" will not be allowed due to limited space. In addition, those with very small children may only use small "umbrella"-style strollers.

People will still be able to see the light extravaganza for free from outside of the fenced-off area. And Lumenocity Village will return to the south end of Washington Park, where anyone may visit without tickets for pre-concert entertainment, vendors and food options.

An expanded ticket registration period

An all-new program is being fine-tuned now using a unique, 3-D image projection mapping process, designed by the Over-the-Rhine design and consulting company Brave Berlin. The images will be choreographed to music performed by the Cincinnati Symphony under music director Langrée. Before the sun goes down, the first half of the performance will feature American standards and favorites from film and Broadway, led by Cincinnati Pops conductor John Morris Russell.

Tickets will be available through an online drawing process at lumenocity2015.com. The orchestra says it expects the performances to reach capacity quickly.

Starting now, concertgoers will have a lengthy window – until May 16 – to register online for the ticket purchase opportunity. Winners will be randomly chosen, and they will receive a code via e-mail enabling them to buy up to four tickets per household through Ticketmaster. The idea of the lengthy registration period is to avoid the mad rush that happened last year, when about 300,000 people went online on June 9 for the initial offering of ticket vouchers, Pinelo said.

Prices are $15 for the dress rehearsal, $18 for performances on Thursday and Sunday and $20 for Friday and Saturday nights.

Children, including infants in strollers, will be charged the full ticket price. However, lap children under age 2 are free.

Like last year, the orchestra will distribute 10 percent of the tickets for each of the five nights (a total of 3,000 tickets) through human service organizations, so that families and individuals served by those agencies can attend at no charge. Those tickets are underwritten by The Johnson Foundation. This year, no tickets will be distributed at public libraries.

As before, CSO and Pops subscribers and donors will have access to a pre-sale prior to the general drawing. Fans wishing to be guaranteed access to tickets may subscribe or donate by May 1 in order to qualify.

Fans will still be able to experience the show – for free –without going to Washington Park. The orchestra will again be offering Lumenocity live via public television on Saturday, August 8, thanks to its partnerships with WCET-TV (Channel 48) and WCPO-TV (Channel 9). Last year, nearly 130,000 people across the region tuned into the concert, and it was the No. 1 rated television program in that time slot.

And on radio, the CSO will again partner with WGUC-FM (90.9) for a live radio broadcast on Friday, August 7. In addition, a live web stream will be available on lumenocity2015.com on Friday and Saturday. Last year's web stream was seen by 15,000 people in seven countries, including Russia and Sweden.

The simulcasts to Fountain Square and Riverbend, which did not draw large crowds, will not take place this year.

The orchestra knows something about those who have attended Lumenocity in the past: Last year, 97 percent came from the Greater Cincinnati, Northern Kentucky and Indiana region, with a few coming from as far away as California and New Jersey.

Will the attendance numbers fall as the show evolves into a paid event? Organizers and sponsors will be watching closely.

"I think it's educating the public that it is an expensive project, and to pull it off on that scale requires some support from the patrons," said Maloney. "It's still an experiment."

A Q&A with CSO president Trey Devey

Question: Are you concerned that people may not want to pay for Lumenocity when previously it's been free?

Answer: We're excited about the opportunity to present Lumenocity, and really the only way that we could do it was to have a modest charge for the event. It was really an either-or situation, where we have a modest charge or we're not in a position to put on the event. For us to assume a $400,000 loss, which is what we were projecting, just would not have been consistent with our special project policy. (According the board, all special projects must be fully funded.)

Q: Was it more difficult this year to raise the necessary sponsor funds?

A: First of all, there's been an incredible outpouring of generosity for the event from day one. And the level of philanthropy for Lumenocity is nearly the same level as it was last year. Frankly, this event could not have happened without the generosity of so many sponsors who have gotten involved. The cost of the broadcasting is significant, and there was philanthropy associated with making sure, given the capacity constraints of Washington Park, that we maintain that option. In reality, last year most of the people who experienced Lumenocity experienced it either on WCET or Channel 9 through the television broadcast.

Q: But this year Lumenocity is costing more?

A: Yes, it's costing more, and we're expanding to another night to do our best to keep the capacity at the highest level possible. We always knew it was going to be a challenge to raise the money necessary, and so increasingly it became clear that we either have a modest charge associated with the event, or not produce it. We are now at the point where we have to make a go or no-go decision.

Q: As the orchestra is trying to build audience among young families, by not having children's ticket pricing or allowing blankets, is there a risk of pricing families out of the market?

A: We look at the ticket prices for Lumenocity, such as $15 for the dress rehearsal as an example, and compare that to all forms of entertainment. For example, going to an IMAX theater, where there is no difference in price between an adult and a child, will put you in that territory. For events at other music festivals and sporting events around town, it's going to be more than $18. This is why the community ticketing program was something that we preserved this year, where 10 percent will once again go to community organizations.

How to register to purchase tickets

Now through May 16, 10 p.m.: Register for the opportunity to purchase tickets (one unique entry per person, no more than one winner selected per household) at lumenocity2015.com. Winners will receive code-enabled ticket purchase through Ticketmaster; random selection of winners to be overseen by Clark Schaefer Hackett.

May 29: Purchase codes are e-mailed to winners.

June 1-14: Purchase codes are redeemable online through Ticketmaster. If not all tickets are claimed after the first ticket purchase opportunity period, subsequent winners will be randomly selected from the original pool of registrants until all tickets have been purchased.

August 3: Tickets will be made available for printing or access on a mobile device through Ticketmaster (tickets will not be e-mailed).

Winners are guaranteed up to four tickets per household. The codes do not guarantee a preferred performance date, which will be assigned on a first-come, first-served basis beginning on June 1. Those winners preferring a certain performance date are encouraged to purchase tickets as soon as possible after receiving a code. Tickets are non-transferable and non-refundable. Performances will be held rain or shine.

Tickets will not be available at the CSO/Pops Box Office at Music Hall, through the Public Library of Cincinnati and Hamilton County or through any other ticketing sites. All attendees require a ticket, with the exception of lap children under age 2.

For subscribers and donors: CSO and Pops subscribers (2015-16 season) and donors ($250 and above, September 1, 2014 or later) will have guaranteed access to a pre-sale, and will receive codes to purchase tickets (up to four per household) via U.S. Mail prior to the general drawing.

FAQs: A full list of Frequently Asked Questions and items that can and cannot be brought into the event is available at lumenocity2015.com.

Lumenocity telephone information line: 513-744-3372. For Ticketmaster-related questions, call the Ticketmaster Fan Support line at 1-800-653-8000.

Five things that are new

1. One performance has been added for a total of five, and capacity has been reduced to 6,000 ticketed per night

2. You must register for a chance to purchase tickets ($15 to $20 each) through Ticketmaster (see "How to purchase tickets").

3. No blankets, tarps, coolers or large "travel system" strollers will be allowed in the viewing area. You may only use umbrella strollers.

4. Infants and children in strollers will be charged the full ticket price. Lap children under age 2 are free.

5. There will be no parking shuttles this year.

Five things that are staying the same

1. The program will include an orchestral first half led by Pops conductor John Morris Russell. Cincinnati Symphony maestro Louis Langrée will conduct the second half, fully choreographed by the local company Brave Berlin using a 3-D image mapping process.

2. There will be two nights of live broadcasts, both on television and radio, as well as a live web-cast.

3. The Lumenocity Village will return with free admission in the south end of Washington Park. The village will feature pre-concert performances in the bandstand, arts and crafts and expanded food and beverage services.

4. Local community organizations will be given 10 percent of the tickets (3,000 this year) to distribute to their clients who could not otherwise afford to go.

5. There will be an online drawing process for tickets through Ticketmaster, and you are limited to up to four tickets per household.

Lumenocity schedule, August 5-9

The dress rehearsal: Wednesday, August 5 ($15 admission). It is a working dress rehearsal, there may be some starting and stopping, but it is an interesting opportunity to see how the program comes together.

Performances: Thursday, August 6 ($18 admission), Friday, August 7 ($20 admission), Saturday, August 8 ($20 admission) and Sunday, August 9 ($18 admission). The CSO and Ticketmaster are waiving service charge fees.

Hours: The gates to the ticketed area, as well as Lumenocity Village (which remains free), will open at 4 p.m. Wednesday, Thursday and Friday, and at 3 p.m. Saturday and Sunday.

Performance times: 8:30 p.m., starting with the Cincinnati Pops. After a short intermission, the CSO will perform during live projection mapping on the façade of Music Hall starting at about 9:40 p.m.

List of sponsors

Music Hall Lighting Sponsor: The Carol Ann & Ralph V. Haile, Jr./US Bank Foundation

Production Sponsor: Procter & Gamble

VIP Tent Sponsor: Horseshoe Casino Cincinnati

Musician Sponsor: Jacob G. Schmidlapp Trusts, Fifth Third Bank, Trustee, The John A. Schroth Family Charitable Trust, and Jackie and Roy Sweeney

Arts Partner Sponsor: PNC

Friday Night Performance Sponsor:Waddell Family Foundation

Friday Night Tent Sponsor: Private Client Reserve of U.S. Bank

Sunday Night Tent Sponsor: Ohio National Financial Services

Community Ticketing Sponsor: The Johnson Foundation

Supporting Sponsor: Rosemary and Frank Bloom, Sue Friedlander, Molly & Tom Garber/CCI Design, Anne Heldman, Instagram/Facebook; Intelligrated Inc., Messer Construction Company, Rosemary & Mark Schlachter

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