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Yahoo! My Yahoo! Mail Yahoo! Search Search: Sign InNew User? Sign Up News Home - Help Navigation Primary Navigation Home Singapore Asia Pacific World Business Entertainment Sports Technology Top Stories Most Popular Secondary Navigation Asia Pacific World Search Search: Cut-price Miami concerts prove music to the ears AFP - Thursday, April 16 MIAMI (AFP) - - Two dollars and fifty cents will barely buy a latte these days, or a wash cycle at the local laundromat. But at the New World Symphony in South Beach, it will at least get you a clarinet quintet. ADVERTISEMENT Seeking new audiences and mindful of crushing economic times, the orchestral academy has launched a new mini-concert series, for the mini price of 2.50 dollars. Each concert runs 20 to 30 minutes, and dress is casual. You are welcome to walk in from the beach in Bermuda shorts and baseball cap, but skateboards must be checked. "We intend to lower the threshold for everyone who passes our theater," said Howard Herring, the academy's president, of the low-price tickets. "Even for someone who doesn't know classical music, it can be transformative, can move them emotionally, can feed their soul, and we want to make it easy for them to chose." The program launched in November with three short concerts in one night. Another round of mini-concerts on a balmy evening last week brought 900 listeners through the doors. Each concert features one or two pieces by masters like Brahms, Mozart, Handel and Bartok. The concept comes as major symphony orchestras fight for survival and experiment with program length. Ticket sales are slipping in some cities while the recession has taken a mega bite out of corporate donations and government grants. The Atlanta Symphony Orchestra ordered unpaid leave and a hiring freeze last month, not long after members of the Cincinnati Symphony accepted an 11 percent pay cut. The Santa Clarita Symphony canceled its 2009 season. "We are not going away," said Santa Clarita Symphony marketing director John Dow, "however, it is unlikely that we will putting a symphony orchestra on the stage anytime soon." Instead the group is planning a downsized cafe series by duos, trios and quintets, although it is unclear if they will match the bargain basement rates offered in South Beach. Herring said the New World Symphony is weathering the economic storm relatively well. It is an academy rather than a professional orchestra, with different revenue streams. But he stressed the future of classical music hinges on hooking new listeners now. To do this, Herring sends a "carnival barker" dressed like Sherlock Holmes to invite passers-by into the theater just before a 2.50 dollar concert begins. It helps that the academy is located right in the middle of the trendy pedestrian thoroughfare called Lincoln Road. Some 3.5 million people stroll past every year, zigzagging between mojitos, henna tattoos and shoe shopping. Wild parrots squawk overhead. Asked what it's like competing for attention with i-Tunes and ring tones these days, Herring was upbeat. "I think it's fantastic that people are walking around with their ipods," he said. "What they're really doing is just getting their ears ready for the next live experience." Bruce Ridge, chairman of the International Conference of Symphony and Opera Musicians, said many orchestras were offering reduced ticket prices before the recession hit. He noted that attendance to classical music is still up over the past 20 years and is still rising in some US cities. "As people curtail their travel (to lower spending), they're looking for things to do inside their community. We're seeing people finding their orchestra, and finding things to do that are closer to home," Ridge said. Of the New World Symphony's mini-concerts, he added: "I would anticipate that once people hear a short segment, they will long to hear more." Orchestras are also plugging into new marketing techniques to draw listeners as entertainment dollars shrink. Some reach potential audience members on social networking sites, like Facebook, or by setting up Internet fan pages. Aficionados like Faye Goldin say the 2.50 dollar concerts are working. At one recent mini-concert she looked around and saw listeners of all ages. "There are some people in some generations who just can't sit still," said Goldin, who is regular audience member. "But I think by having these programs we're going to stand a chance with this group." Email Story IM Story Printable View Blog This Recommend this article 0 users recommend Sign in to recommend this article » Most Recommended Stories » Related Articles: Entertainment & Lifestyle Singing spinster becomes surprise YouTube hitAFP - Thursday, April 16 Celine Dion, others eye NHL's Canadiens: reportReuters - 2 hours 54 minutes ago US-ENTERTAINMENT SummaryReuters - Friday, April 17 `Idol' judges save Matt Giraud from eliminationAP - Friday, April 17 Services held in Detroit for `Pop' WinansAP - Friday, April 17 Enlarge Photo Seeking new audiences and mindful of crushing economic times, a Miami orchestral academy has launched a new mini-concert series, for the mini price of 2.50 dollars. Each concert runs 20 to 30 minutes, and dress is casual. You are welcome to walk in from the beach in Bermuda shorts and baseball cap, but skateboards must be checked. 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