The Cleveland Orchestra plans to offer children under 18 free admission to many of its performances to help foster new generations of patrons.
Young adults ages 18 to 34 will be offered special online discounts in another part of an effort being announced Tuesday.
Orchestra executive director Gary Hanson tells The Plain Dealer newspaper the orchestra seeks to increase its "relevance" and build audiences.
Next summer, children under 18 will have free admission to lawn seating for performances at the Blossom Music Center amphitheater. The offer will eventually expand to some or all performances at the orchestra's concert hall.
Chief marketing officer Ross Binnie says the orchestra wants to fill every seat.
Information from: The Plain Dealer, http://www.cleveland.com