Enhancing the Experience

The doors of the Woodruff Arts Center opened in 1968 and over the last 50+ years, the music and artistry flourished with hundreds of thousands of patrons enjoying all the campus has to offer. During that time everything from the ASO musician and guest artist dressing rooms to the event spaces remained largely unchanged, creating a disparity in the overall patron experience. The ASO marketing and communications team set out to rectify the problem in the hopes of creating an environment to better complement the ASO's artistic offerings.

 

We started backstage to enhance the environment for our most valuable assets—our musicians—updating musician and guest artist dressing rooms and rehearsal spaces. Inside Symphony Hall, we created a new and colorful musician photo gallery, added new theatrical stage lights, as well as new paint and carpet. The next step was a complete remodel of the Galleria, including multiple event spaces, the Symphony Store, box office, and the installation of new digital signage. The venue is now not only more inviting and comfortable for all but provides new revenue-generating opportunities.