‘No Quick Fix’ Refrain Marks S. D. Symphony’s Recovery

For an orchestra that nearly went belly up, there are no quick fixes.

Indeed, “no quick fixes” was the constant refrain by San Diego Symphony officials when the orchestra faced collapse under financial and labor troubles that included a yearlong lockout of musicians.

Today, halfway through its second post-lockout season, those words appear truer than ever. The orchestra is making progress, but it’s slow.

Despite several near sellouts, average concert attendance hovers at about 58%, still below the symphony’s goal of 60%. Although the symphony’s new “Classical Hits” series has been a runaway hit, the first installment of its three-concert Saturday afternoon “Family” series had disappointingly low attendance.

The key to growth, symphony spokesman Les Smith said, is education and careful marketing.

“The greatest problem we’ve detected is the lack of music education out there,” Smith said. “You’ll see more in-school programs this season and more next season. It’s a matter of rebuilding your base. If a person isn’t exposed in his younger years, he isn’t going to attend the symphony when he’s older.”

This season, the symphony also beefed up its adult education program, bringing in savvy conductor Murry Sidlin to dispense some deft musical background to adults at the “Classical Hits” and “Family” series, in addition to the “Young People’s” concerts. This season’s preconcert lectures, scheduled in the lobby an hour before performances, have consistently filled all 160 chairs.

With the aid of KNSD-TV (Channel 39), a series of public service announcements was prepared that focuses on one pair of concerts each month. This more rigorous approach to doing business is typical of a board of directors that is intent on seeing the symphony succeed.

Last year, when annual ticket sales failed to meet projections, the board of directors dug deep into its pockets, tapped its friends and raised a total of $800,000 to keep the symphony in the black.

In the area of donations, John Bauser, the symphony’s chief fund-raiser has helped the orchestra raise half its $2.7 million in contributed income in the first four months of the fiscal year, Smith said. But Bauser announced last month that he is leaving to take the post of executive director of the Dayton Philharmonic. Until a replacement can be found, other members of the staff will assume Bauser’s duties.

The symphony still owes money on the renovation of Symphony Hall. In January, 1988, the orchestra handed over $700,000 to a consortium of its creditor banks, reducing the symphony long-term capital debt to $3.7 million. Neither Smith nor symphony executive director Wesley O. Brustad would comment on continuing payments on the capital debt, other than to say a payment is due some time in the fall.

The orchestra’s image with the public seems to be improving. Board President Elsie Weston said a $120,000 challenge grant from Great American Savings has helped generate $180,000 in increased giving or funds from sources that had never given to the symphony before.

“We had another year in the black,” Weston said. “We’ve got so much going on between now and September, you’ll be hearing a lot about the symphony.”

Indeed, management and the board have scheduled a slew of events, ranging from fashion shows to radiothons to a gala event tied to the opening of San Diego’s tallest building, Symphony Towers. Besides helping the symphony meet its budget, these activities are carefully designed to keep the symphony name before the public.

Just as important, the symphony is getting a reputation for selling a quality “product.” The weekly concerts elicit frequent critical praise, despite the absence of a permanent conductor.

The musicians have adapted well to the vacancy left by the resignation of music director David Atherton in February, 1987, during the labor strife.

“I’m feeling good about the orchestra in general,” said Dennis Michel, its principal bassoon. With all the different guest conductors we’ve had over the last two years, it’s hard to maintain consistent discipline with the orchestra.”

But the orchestra has learned to listen closer and now demonstrates a surprising degree of flexibility, he said.

“If we have a guest conductor who’s maybe not so good, I think the level the orchestra plays is higher than it would have been with the same guest conductor during the Atherton years.

“That’s something I sort of hadn’t expected to happen. I think we’re getting better at playing in spite of not having a conductor.”

This year, the symphony financial stakes have risen, with five more contracted weeks than last season. The symphony must generate $1.3 million more than last year to meet its $7-million budget, up from $5.7 million last season.

So far this winter season, ticket income and donations are on target, orchestra officials claim. With 3 1/2 months remaining in the winter season, the symphony has sold $1 million of its $1.3-million projections.

However, the symphony had similar sales and contributions last year at this time, and ticket sales failed to meet projections, even the sales for the summer pops concerts. To take advantage of a potentially large North County audience, this summer the symphony will test the waters with several concerts at the amphitheater in Escondido’s Kit Carson Park.

On the artistic side, the symphony plans to appoint a music director, although that announcement may not come before a self-imposed April deadline, Smith said. In the meantime, the symphony stands to benefit from the musical knowledge of cellist Lynn Harrell in programming its next winter season. Harrell was appointed artistic adviser last year to assist executive director Wesley O. Brustad with programming.

The current season, planned mainly by Brustad, has been criticized as musically conservative. Symphony president Weston says the upcoming fund-raising events will show more sophistication.

The orchestra will play for a March 10 fashion show, and an April 29-30 radiothon will benefit from the presence of musicologist Karl Haas; Robert Conrad, the program manager of WCLV-FM in Cleveland; Harrell Sidlin, and actor-conductor David Ogden Stiers.

“We’re going hammer and tongs, as they say,” Weston said. “We have one goal: (The symphony) is going to be successful and that’s it.”