Austin Symphony CEO Justice Zimmerman reveals tourism and economic impact strategies

The Austin Symphony Orchestra is poised to enhance its role in the city’s tourism landscape, as highlighted in a recent presentation by CEO Justice Zimmerman during the Austin Tourism Commission meeting. Zimmerman emphasized the economic benefits of symphonic tourism, drawing comparisons to successful models in cities like Boston and Pittsburgh, which have long histories of attracting visitors through their orchestras.

Zimmerman shared compelling statistics, noting that the Pittsburgh Symphony reported a four-to-one return on investment from its tourism efforts. He pointed out that Austin, with its vibrant culture and growing interest in classical music, has significant potential to replicate this success. Currently, the Austin Symphony attracts around 3,000 visitors from out of state or beyond 50 miles for its performances, contributing to the local economy through hotel stays and dining.

The symphony plans to capitalize on this momentum by expanding its offerings, particularly through family-friendly movie series concerts that have proven popular. Zimmerman announced plans to double the number of these events next year, aiming to make classical music more accessible and appealing to a broader audience. He also expressed interest in collaborating with various music genres and local artists to create unique experiences that resonate with both residents and tourists.

The discussion also touched on the importance of integrating the symphony into the broader Austin music scene. Commissioners encouraged Zimmerman to explore partnerships with local venues and artists, fostering a community-centric approach that could enhance the symphony's visibility and relevance.

As Austin continues to grow, the symphony's commitment to engaging with the community and attracting tourists aligns with the city's broader goals of cultural enrichment and economic development. With a rich history of 114 years, the Austin Symphony is not only a cultural institution but also a potential catalyst for tourism growth, aiming to become a key player in Austin's dynamic arts landscape.