Bringing In The Young People

The holy grail of modern arts management is the quest for younger audiences. One consulting group thinks it has found the answer: offering heavily discounted tickets to premiere events that haven’t sold out on its members-only website. “Goldstar Events now has 315,000 members, two-thirds of whom are under the age of 45… Moreover, Goldstar’s younger members are far more ethnically diverse than the average big-city fine-arts ticket buyer.”