The improvement in sales has been credited to new marketing strategies and a Thursday-night concert series, called Classical Connections, that features scaled-down performances of the weekend programs, along with video presentations on music and composers.

Sean McBryde, vice president and chief marketing officer for the orchestra, said, "We are engaging the Milwaukee community in a more accessible and customer-friendly way and are thrilled with the results. The change in our marketing strategies, especially a more individually targeted approach on a concert-to-concert basis, has been very fruitful for us."