Orchestra's prices in harmony with tough times

There is no other way to say it: It's music to the ears. The Florida Orchestra, one of Tampa Bay's cultural gems, is substantially lowering prices for its 2011-12 season. Music lovers with limited means will soon have an opportunity to enjoy the orchestra's myriad symphonic offerings for as little as $15. It's a bold experiment that will succeed only if the community responds. No doubt, it's a risk. But a smart one.

By making ticket prices more accessible, orchestra president Michael Pastreich hopes to turn partially full houses into nearly full houses. He hopes that additional ticket sales will make up for the lost revenue, in addition to serving the orchestra's wider mission of bringing its music to a broader public. The tactic has worked in other places, where discount pricing drew larger attendance at concerts and led to a wider potential fundraising pool. And the fundraising piece is key, since as much as 65 percent of the Florida Orchestra's $8 million budget comes from contributions.

For residents who have felt pummeled by the recent economy, this is tremendous news. For about the cost of a movie ticket and a bucket of popcorn, residents in Tampa, St. Petersburg and Clearwater — the three area venues where the orchestra routinely plays — will be treated to a live performance by a stage full of exceptional musicians who serve up everything from Beethoven to Gershwin to the music of Queen. There is something for everyone, and the tickets, shall we say, are going for a song.