The orchestra focused its marketing campaign on churches, Christian colleges, and religious bookstores. The two concerts, which took place at the 2,500-seat Northern Alberta Jubilee Auditorium last week, both sold out, and the orchestra took in $250,000 in ticket revenue.

In addition to getting a financial boost, managing director Elaine Calder pointed out, the orchestra exposed itself to a potential new audience. "So often, outreach efforts by arts organizations consist of going out to modest venues with a relatively inexpensive program, and charging 'affordable' prices," she said. "We decided it was time to take a different approach."