As the Shreveport Symphony Orchestra embarked on the new season starting January 30, 2010, this group of talented, classically trained musicians, along with their devoted management team, would have to encourage the participation of a broader subscriber base, including the younger population of the Shreveport-Bossier City metro area. Innovative marketing and fresh ideas could enhance the appeal of live music to an ever-widening audience. Even two of the original Big Five orchestras, the Philadelphia Orchestra and the Cleveland Orchestra, have recently been subjected to the vagaries of the economy and the competitive nature of the entertainment/cultural industry.