“We probably were under-priced in 1990, and we were under the impression that our product would tolerate any
price increases” notes Kevin Giglinto, Vice President for Sales and Marketing. “From 1990 to 2000, the
Orchestra raised its tickets rates from 5 to 10% each year.”2 Over this ten-year period, the average ticket
price doubled from $35 to $70 – among the most expensive tickets in the country.3