In 2003 and 2004, the Oak Ridge Civic Music Association's Board of Directors re-evaluated ORCMA's strategic plans for the future. Although the organization and its programs were, on the whole, thriving, there were some unsettling trends. The following summarizes the current long-range plans, updated in January 2006 for the 2006-2009 seasons. Hiring of Maestro Cornelia Kodkani-Laemmli as Conductor and Music Director was a major step in reorientation of our staff and programs.
Quality Music for the Oak Ridge Region. Foremost is bringing high quality, classical music to an appreciative audience from Oak Ridge and its surrounding region. Presence of a diversity of high quality, classical music is important for quality of life. It helps retain scientific and technical staffs at local business and laboratories (such as the Oak Ridge National Laboratory) and their families and is an incentive to prospective employees. It is also a stimulus for the area's retirees with a cultured background. We plan high quality in orchestral music, chamber music, and voice (both with orchestra and chorus), with a liberal infusion of notable guest artists as well as a base of regional professional musicians. Our plan is to continue to be a largely professional orchestra but a volunteer chorus. We will continue to provide, through the Coffee Concert Series, opportunities for local musicians to perform solo or in small ensembles to intimate audiences. We plan at least 5 major orchestra/chorus concerts and 5 chamber concerts per season, not including special outreach activities. We will encourage the current recording and broadcast of selected programs by the local public radio station, WUOT.
Opportunities for Local Musicians. ORCMA is an important source of part-time employment for professional and semi-professional musicians in East Tennessee, as well as including superior avocational players. We strive for an orchestra that will attract the best regional players for their employment, professional development and enjoyment.
Three-year Music Plans. We will strive to develop a three-year music plan for the orchestra and chorus. Advanced planning will allow better scheduling of local musicians and guest artists, better budgeting, and timely acquisition of music. Renovation of the Oak Ridge High School Auditorium into a much-improved Oak Ridge Civic Auditorium some time in the next 3 years will require a new venue for the equivalent of one season. Contracts for the Chamber Series will be formalized each fall for the following year's season (fall through spring). Music uniquely tailored to Oak Ridge's scientific, Appalachian, and minority (African-American, Hispanic) heritages will be sought.
Community Outreach. ORCMA's tradition of outreach to the community and schools of Oak Ridge and surrounding communities is to be strengthened. Past outreach activities such as a free outdoor symphony pops concert, orchestra performances at schools, and visits of chamber ensembles to local schools and businesses (initiated in 2004-05 and expanded in 2005-06) will be continued. Rural, minority, and under-served will receive special attention. The following outreach activities are tentatively planned, with major goals being music education and sharing our enthusiasm for orchestral and choral music:Marketing and Fund-Raising. In 2004, we obtained advice from a professional organization specializing in marketing and fund-raising by volunteer, non-governmental organizations, including orchestras. We developed a marketing plan in spring 2005 for strong publicity for our new Music Director and Conductor, who began in summer 2005. This marketing was implemented in summer 2005, and included public communication and outreach to potential funding sources, going beyond our traditional underwriters. A longer-range marketing strategy is to increase public awareness of ORCMA through public speaking by our Music Director and Concuctor and participation in local events.
- Family concert. A special free, annual family concert was initiated successfully in spring 2005 and continued in January 2006. Local string groups, choirs and dancers are involved in the performance. Familiar music is played, with audience participation. Rural school outreach by musicians is coordinated with the Family Concert.
- Side-by-side with high school performers. We will feature young musicians in selected concerts. Orchestra and chorus members at local high schools will be invited to perform selectively with the Oak Ridge Symphony and Chorus. An instrumental competition in schools will select a winner to play a solo movement with the orchestra.
- Modified programs for elderly, children, and disabled. Second performances of certain season programs are to be arranged with a modified, shorter format and explanations. Scheduling may be on a Sunday after a regular performance, and may entail bringing the audience to the Oak Ridge High School auditorium or visiting other venues (e.g., other regional schools or community centers).
- Combined church choirs and chorus. ORCMA has met with local church choir directors to explore an annual ORCMA-sponsored, large chorus event with mass choirs.
- Coordination with avocational Community Orchestra and Band. Non-professional players have organized a community orchestra and a community band in Oak Ridge in lieu of playing in the Oak Ridge Symphony Orchestra. It is our goal to coordinate with these groups and jointly promote music in Oak Ridge.
- Performances where not expected. We will strive to have ORCMA musicians represented in places where not expected--library, bookstore, civic club meetings, Chamber of Commerce breakfast meetings, workplaces, award ceremonies, etc.
Broaden Subscriber Base. We will actively seek to broaden our base of season subscribers to those outside Oak Ridge, younger families, and minorities. Our outreach programs will be used to encourage broader regional subscriptions. We are partnering with the Knoxville Symphony Orchestra to promote subscriptions to both organizations. We plan to capitalize on the fact that our new Music Director and Conductor has a loyal following in Knoxville. Special receptions are to be tailored to young professionals (successfully done in 2005) and other target groups.
Maintain Quality, Vigor, and Organization of Support Functions. Our excellent functions of publicity, tickets, printed programs, program notes, pre-and post concert receptions, advertising, finance, administrative activities of office and board are intended to continue with planned rotation of responsibilities among board members and other volunteers. We plan to maintain our current office space. A new, young Operations Manager in the office has invigorated our office functions.
Expand Supporting Organizations. Our principal support organization, the ORCMA Guild, is a valuable asset, which we seek to expand. In partnership, we plan on reversal of declining membership, encouragement of younger ages, and expansion to non-traditional fundraising. The Oak Ridge Arts Council is also a valuable contributor and our activities with that group are to be expanded.
Board of Directors Renewal. New participants on the Board of Directors are needed and obtaining these new members will be a major goal.Charles C. Coutant
President of the Board of Directors
Approved by the Board January 18, 2006