A Bold Plan for Greatness

A Bold Plan for Greatness
Summary & Update: July 2007

The Dallas Symphony Orchestra unveiled its 12-year strategic plan, A Bold Plan for Greatness, in the spring of 2004. Emphasizing artistic excellence, community ownership, reputation and infrastructure/resources, the plan:
- Aligns the DSO with its mission: to entertain, inspire, and change lives through musical excellence
- Commits the Dallas Symphony to be a leader in Dallas' emergence as one of the world's major cultural centers

BIG GOALS AND A BRIGHT FUTURE

The DSO pledges by the year 2015 to be at the very highest echelon of orchestras in artistic level, a key catalyst in making Dallas a world-class city and major cultural center, and an institution uniquely rooted and ubiquitous in the community. This vision includes:
- Reputation for top-tier musical excellence; strong artistic identity; innovative programming
- Destination location for top artists and outstanding administrative talent
- The place to be for audiences
- Important draw for business recruitment and tourism
- Community treasure identified as "Top 5" asset
- Acknowledged Dallas landmark
- Deep and sustainable fiscal stability

OUR STRENGTHS TODAY

Now in year four of our 12-year strategic plan and with Phase II underway, highlights include:
- Fifteenth-Anniversary celebration of world-renowned Meyerson Symphony Center in 2004
- Four consecutive years of balanced budgets in 2004, 2005, 2006 and 2007 ($24m budget in FY07 - 14th largest budget among American orchestras) - recurring operating expenses up 10% over five years, less than inflation
- Record $9.3 million in annual operating dollars raised in FY07, an 8.6% increase over prior year and up 30% since 2002
- Endowment exceeds $120 million - up 72% since 2002 (11th largest endowment among American orchestras)
- Rachmaninoff recording wins 2005 Gramophone Editor's Choice Award with 30,000 CDs sold world-wide
- Seventh Carnegie Hall appearance by the DSO in April 2005 and Texas Tour in November 2005
- DSO debut on Performance Today in 2005 led to an agreement for broadcasts of multiple concerts reached in spring 2006 - broadcasts reach 1.2 million listeners nationwide
- DSO as a leader in creating innovative, cultural partnerships like Symphonic Sundays at the Nasher, the commissioning and performance of Primary Movements with the Dallas Black Dance Theater, and the first-ever joint concert with the Fort Worth Symphony
- DSO awarded first-ever Celebration of Diversity Award in 2006 for diversity initiatives while staff ethnic diversity increased from 16% to 30% over two years
- DSO awarded 2006 Dallas Chamber of Commerce International Business Achievement Award for international achievement and the resulting impact on Dallas - the first arts organization to ever receive this honor
- M/A/R/C research identifies DSO as 14 out of top 25 in "Top of Mind Mentions" for Dallas
- Philliber education evaluation assesses DSO education programs to be among the highest tier nationally, with DSOKids.com as a leader in web-based orchestra education for children now reaching 2.2 million annually
- Programming includes themed series and successful festivals, Dallas Symphony Summer, as well as concert enhancements that feature light/video presentations and lobby activities
- Innovative marketing initiatives include dynamic "Every Concert an Event" strategy, redesigned website and new email strategies, increased market research, enhanced group sales, launch of Patron Service Center (a full-time sales and customer "nerve" center), and innovative purchase options like Impromptu

KEY STRATEGIC PLAN AREAS - UPDATE

Artistic Excellence

In February 2007, Jaap van Zweden was appointed music director beginning in the 2008-09 season. Guest conductor choices have been upgraded with a roster that features an outstanding array of prominent and emerging conductors. The DSO also commissioned six premieres by prominent composers over the course of the last two seasons, with major commissions planned. A great orchestra and the creation of a "culture of musical excellence" are at the heart of A Bold Plan for Greatness. Toward this end, musician labor stability is enhanced with a sound 5-year agreement through 2009.

Community Ownership

The continued development of themed programming, festivals and concert enhancements that included theatrical, multi-media light and film initiatives, as well as a new Casual Fridays series marked the 2006-07 Season. The DSO continues to develop innovative marketing strategies, community collaborations that include Dallas AFI International Film Festival and the Dallas Museum of Art, and an expanded Dallas Symphony Summer features a full array of special presentations. In education, building on the success of DSOKids.com, StudioDSO.com for teens was launched successfully.

Reputation

Recent recordings by Hyperion include the complete Ives symphonies, Schwantner commissions, Brahms concerto, and George Tsontakis' Man of Sorrows. Projects in the works include a new recording with Bridge Records. The DSO has expanded its national reach through multiple broadcasts on Performance Today, reaching more than 1.2m listeners nationally. The DSO branding campaign continues with the communication of its brand through new designs, radio, billboards, and a revamped website. And the January 2007 announcement of Jaap van Zweden's appointment as music director was carried on more than 100 media outlets nationally and internationally, and since then has been featured in the New York Times, San Francisco Chronicle, Philadelphia Inquirer, Gramophone and Symphony magazine.

Infrastructure/Resources

A three-year operating plan is in place with a bridge campaign at more than two-thirds of goal. Planning and implementation of The Power of Music Campaign to double current endowment to $200 million is planned and initial solicitations have begun. Important developments regarding the Meyerson Symphony Center include the DSO extending its agreement through 2019, a $1.4 million bond package for expansion of the stage, and a special signage project at the Meyerson Symphony Center to be implemented in fall 2007. Focusing on enhancing "revenue producing' positions, key staff has been upgraded and new technology has been executed.

NEXT STEPS: 2007-2010

Artistic Excellence
- Launch music director Jaap van Zweden, shape artistic identity, and achieve consistently superior performances
- Continue trajectory of strong guest conductors
Community Ownership
- Audience development initiatives focusing on the core classical product continue through new and innovative programming, experimental formats, and education and marketing initiatives
- Continue and develop community efforts (e.g. festivals, collaborations) with an emphasis on converting initial exposure among these constituencies to a more sustained relationship
Reputation
- Development of tours and recording projects with Jaap van Zweden
- Continue to increase brand awareness through branding campaign including implementation of building signage
Infrastructure/Resources
- Maintain balanced budgets
- Solicit and confirm all donor commitments for endowment campaign
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If sports represent the competitive streak in cities, commerce the economic drive, schools the future, and arts and culture the heart and soul, then true greatness is measured by an abundance of all these. The Dallas Symphony intends to be a leader in achieving greatness for Dallas.