Since 1974, the Salzburg Cultural Association offers three subscription series consisting of 8 single concerts in the ‘Great Festival Hall’ which is owned by the Salzburg Festival. Consequently we have become - measured by the number of permanent subscribers – the second largest concerts organiser (after the Musikverein in Vienna) in Austria.
Since 2009 the organisation is run by Ms Elisabeth Fuchs – a young conductor as well as business lady. In other words, the Salzburg Cultural Association including the whole team is highly motivated and is looking forward to face future challenges. Regarding the classical music market – of course and I guess all arts and especially classical music organisations around the world are facing the same problem - or lets express it in a more positive way – are confronted with the same future challenges ;) According to several studies the interest in classical music by young people is declining – this trend of course also affects the Salzburg Cultural Association. Considering that 50% of our permanent subscribers are over 60 years of age, one of the organisation’s goal is to address younger people in the future.
Therefore the new artistic director Ms Fuchs intends to catch up on educational offers and activities. There have always been people who have wanted to attend classical concerts and this interest will continue to exist in the future as well: You just have to modernise the program a bit. And this is exactly what we are doing right now: this season, for the first time, the Salzburg Cultural Association has a composer in residence – Mr. Theodor Burkali!
For the first time contemporary music will be performed! So Brussels Philharmonic actually plays a very important role in this kind of transition. Our audience is – quite loyal (some of them have been subscribers for more than 50 years – which actually is incredible), but rarely wants to get involved with something new! And to be honest, I am really curious how the audience will respond! As far as I am concerned – I just have attended dress rehearsal and I am absolutely enthused by the commitment of both, the Orchestra and its music director, as well as by the work of Theodor Burkali ‘Klezmorim’ – I am really looking forward to the performance tonight!
Michael Sowa
Management of the Salzburg Cultural Association
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