In Tuesday’s (4/22) Willamette Week (Portland, Oregon), Rachel Saslow writes, “The benefits of having subscribers … to local arts organizations are many. Theaters get an influx of cash before the season even begins and can better plan marketing and advertising budgets. Subscribers get discounts for buying in bulk and the peace of mind of knowing they won’t miss a hot show. But … paying up front for … full-season subscriptions … is becoming increasingly rare. Especially for young audiences … Audiences are changing, and performing arts organizations are scrambling to change with them…. Arts professionals interviewed by WW trace this consumer change to the pandemic, when everything shut down with little notice…. Oregon Symphony has a ‘choose your own’ package in which patrons choose a minimum of three concerts, but they can mix and match classical, pops, films and more. Keeping those subscribers—whether it’s a ‘choose your own’ flexible package or a straight-up, 18-concert classical series—is critical for the symphony, president and CEO Isaac Thompson says. Ticket sales cover only a small percentage of the cost to facilitate a major American orchestra with 77 full-time musicians, Thompson says. Much of the rest comes from individual contributions. ‘Subscribers equals loyalty equals donations,’ he says.”