What Roanoke Symphony Orchestra does

The Roanoke Symphony Orchestra (RSO) is a Virginia-based nonprofit performing arts organization headquartered at 1125 1st Street SW, Roanoke, that presents live orchestral concerts and runs education and community-outreach programs across the Roanoke Valley and New River Valley. Its core concert products comprise three series — the Masterworks Series (classical repertoire featuring conductor David Stewart Wiley in his 30th anniversary season), the Pops Series (themed popular/Broadway/jazz performances), and seasonal Holiday Concerts including Holiday POPs and Handel's Messiah — staged across four primary regional venues: Salem Civic Center, Shaftman Performance Hall, Berglund Performing Arts Theatre, and Grandin Theatre. Supporting ensembles include the Roanoke Symphony Orchestra Chorus (under Chorus Master John Hugo) and guest artists, with Holiday POPs alone drawing over 200 performers.

The RSO operates an education arm that reaches over 35,000 youth annually through programs such as the Roanoke Youth Symphony Orchestra (RYSO), Symphonia, String Ensemble, Allegro! String Camp, After-School Programs, Discovery Concerts, and In-School Ensembles, plus the adult-oriented Multi-Level Community Ensemble. Outreach extends into therapeutic territory via the Wellness Arts program, which serves individuals with Alzheimer's and dementia. The technology stack is light: a WordPress website integrated with Choice Ticketing (OvationTix/Ovatix) for ticket sales, donations, and gift certificates.

The RSO's business model combines three revenue streams: ticket sales (covering approximately 30% of expenses, via individual tickets, subscriptions, ticket packs, and gift certificates), an Annual Fund supported by individual donations (Development Director C.W. Markham), and corporate sponsorships supplemented by federal and state arts grants from the National Endowment for the Arts and Virginia Commission for the Arts. Two volunteer arms — Friends of the RSO (founded 1987) and New River Valley Friends — support fundraising and community outreach. The organization is governed by a Board of Directors and led by Executive Director David Crane, with no parent company or external investment ownership disclosed.

Name

Roanoke Symphony Orchestra

Legal name

Roanoke Symphony Orchestra

Website

https://rso.com

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

101–250 employees

Short description

The Roanoke Symphony Orchestra is a Virginia-based nonprofit that presents classical, pops, and holiday concert series across four Roanoke Valley and New River Valley venues while running youth music-education programs reaching 35,000+ students annually and a therapeutic Wellness Arts program for dementia patients.

Ownership category

akta.pro rank

Product category

Symphonic Performing Arts

NAICS

Musical Groups and Artists (711130), Performing Arts Companies (7111)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)

akta.pro secondary industries

Group Music Classes & Ensembles (Band, Orchestra, Choir) (EDAMANAC), Music Camps (Band, Choir, Instrument Intensive) (EDAMALAJ), Music Therapy (Educational/Developmental Programs) (EDAMANAK)

Keywords

• Symphonic performances
• Classical concerts
• Music education programs
• Youth orchestra training
• Community music outreach

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Ticket sales support 30% of expenses. The RSO offers individual concert tickets, subscription packages, ticket packs, and gift certificates through their box office and online ticketing system.
2. Donations and Annual Fund: Annual Fund gifts support concerts, education programs, and Wellness Arts. Donations can be made through the organization's website donation portal.
3. Corporate Sponsorships: Corporate sponsors support the orchestra through various sponsorship arrangements, including logo placement on website and promotional materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Roanoke Symphony Orchestra is a nonprofit regional orchestra that produces and presents live symphonic concerts (Masterworks, Pops, and Holiday series) for general audiences in the Roanoke and New River Valley regions of Virginia. In addition to concert presentations, the organization runs youth and adult music education programs (youth orchestras, string ensembles, summer camps, in-school programs) and therapeutic outreach (Wellness Arts for individuals with Alzheimer's and dementia).

Product overview

The Roanoke Symphony Orchestra is a regional performing arts organization offering live symphonic concerts including Masterworks Series (classical orchestral repertoire), Pops Series (popular music collaborations), and seasonal Holiday Concerts. The organization provides extensive education programs for youth (RYSO, String Ensemble, Symphonia, Allegro! String Camp, After-School Programs) and adults (Community Ensemble), school-based programs (Discovery Concerts, In-School Ensembles), and therapeutic outreach (Wellness Arts for Alzheimer's/dementia patients). Supporting programs include the Roanoke Symphony Chorus, Friends of the RSO membership group, New River Valley Friends regional organization, and ticket/donation services. The organization reaches over 35,000 youth annually through education programs and operates as a nonprofit arts organization in Roanoke, Virginia.

Differentiator

Problem solved

Functional benefit

Products and services

• Masterworks Series Classical symphonic concert series featuring orchestral masterworks, guest soloists, and conductor David Stewart Wiley performing traditional classical repertoire, presented at venues such as Shaftman Performance Hall.
• Pops Series Popular music concert series featuring themed performances including swing, jazz, Broadway, and contemporary hits performed with the full symphony orchestra.
• Holiday Concerts Seasonal holiday performances including Holiday POPs, Holiday Brass, and Handel's Messiah presented during the Christmas season.
• Roanoke Youth Symphony Orchestra (RYSO) Intensive musical training program for young musicians providing orchestral experience and performance opportunities.
• Symphonia Youth orchestra program providing intermediate-level orchestral training and performance experience.
• String Ensemble String-focused ensemble program for students learning orchestral string instruments.
• RSO Multi-Level Community Ensemble Community ensemble offering adults and seniors opportunities to participate in orchestral music-making at various skill levels.
• Allegro! String Camp Summer music camp focused on string instrument instruction for young musicians.
• Discovery Concerts Educational concert experiences designed for school groups to introduce students to orchestral music.
• In-School Ensembles Orchestral ensembles that perform directly in school settings to provide hands-on musical experiences.
• Wellness Arts Therapeutic music program serving individuals living with Alzheimer's and dementia through live music experiences.
• Roanoke Symphony Orchestra Chorus Choral ensemble that performs with the orchestra on major symphonic works requiring vocal forces.
• Ticket Packs and Subscriptions Season ticket packages and bundled ticket packs offering discounted access to multiple concerts across the performance season.
• Gift Certificates Digital gift certificates redeemable for RSO concert tickets, distributed through the Ovatix ticketing platform.

Quantifiable outcome

• 35,000+ youth reached annually through education programs
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core and minor.

• Friends of the Roanoke SymphonycoreStrategic or Co-development Partner · 1 January 1987Volunteer organization formed in 1987 by B. Harrison Hale, Jr. to promote interest and participation in Symphony events, with focus on education and encouragement of student musicians, commissioning works by African-American composers, and presenting African-American artists.
• National Endowment for the ArtscoreGTM or Marketing PartnerFederal arts funding agency providing grants to support RSO concerts and education programs. Logo appears on website as major sponsor.
• Virginia Commission for the ArtscoreGTM or Marketing PartnerState arts agency providing funding and recognition for RSO performances and educational initiatives. Logo appears on website as major sponsor.
• Community Foundation Serving Western VirginiacoreGTM or Marketing PartnerRegional foundation providing philanthropic support for RSO programs and community initiatives.
• Adult Care Center of Roanoke ValleyminorGTM or Marketing PartnerHealthcare organization sponsoring RSO concerts and community wellness initiatives.
• Gentle Shepherd HospiceminorGTM or Marketing PartnerHospice care provider sponsoring RSO performances. Also sponsors specific concerts like The Heart of Sibelius.
• Visiting AngelsminorGTM or Marketing PartnerSenior care agency sponsoring RSO concerts and community programs.
• Good Samaritan HospiceminorGTM or Marketing PartnerHospice care provider supporting RSO through sponsorship.
• Karis Care ServicesminorGTM or Marketing PartnerCare services provider sponsoring RSO concerts.
• Ideal Cabinets Design StudiominorGTM or Marketing PartnerLocal business sponsor of the RSO.
• Blue Ridge PBSminorChannel Partner/ Reseller/ DistributorPublic broadcasting station promoting RSO events and performances to regional audience.
• WVTF Public RadiominorChannel Partner/ Reseller/ DistributorPublic radio station (Radio IQ) promoting RSO concerts and events to listeners.
• Q99 fmminorChannel Partner/ Reseller/ DistributorLocal radio station (Q99) promoting RSO events.
• Virginia WesternminorGTM or Marketing PartnerVirginia Western Community College supporting RSO through sponsorship.
• Lionberger ConstructionminorGTM or Marketing PartnerLocal construction company sponsoring RSO.
• Cobb TechnologiesminorGTM or Marketing PartnerTechnology services provider sponsoring RSO.
• Roanoke CityminorGTM or Marketing PartnerCity government supporting RSO as cultural institution.
• The Secular SocietyminorGTM or Marketing PartnerLocal organization providing sponsorship support for RSO.
• Gentry LockeminorGTM or Marketing PartnerLaw firm providing sponsorship support.
• Woods RogersminorGTM or Marketing PartnerLaw firm providing sponsorship support.
• The GlebeminorGTM or Marketing PartnerSenior living community sponsoring RSO.
• KrogerminorGTM or Marketing PartnerGrocery retailer supporting RSO through corporate sponsorship.
• Member One Credit UnionminorGTM or Marketing PartnerCredit union sponsoring RSO.
• Trust & Wealth ManagementminorGTM or Marketing PartnerWealth management firm supporting RSO through sponsorship.
• ServprominorGTM or Marketing PartnerRestoration services company sponsoring RSO.
• New River Valley Friends of the Roanoke SymphonycoreStrategic or Co-development PartnerVolunteer arm of RSO dedicated to supporting performances in New River Valley and promoting musical education and awareness programs in NRV schools. Sponsors SMILES concert series and AIRS programs.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Charleston Symphony Orchestra: Regional symphony with season-based programming and youth education initiatives; comparable nonprofit structure and reliance on ticket sales, donations, and corporate sponsorship.
• Charlotte Symphony: Southeast regional symphony with a season-based concert series, youth orchestras, and education/outreach programs operating in a comparable mid-sized metro footprint to Roanoke.
• Winston-Salem Symphony: Mid-size regional symphony in neighboring North Carolina with parallel Masterworks/Pops/Holiday season structure and youth orchestra programming; highly comparable in scale and operating model.
• Virginia Symphony Orchestra: Regional Virginia symphony producing multi-series classical and pops seasons with comparable education and outreach programming; operates in the same state ecosystem of NEA/VCA funding.
• Louisville Orchestra: Mid-size regional orchestra producing classical and pops programming with educational components; comparable scale and revenue model to RSO.
• Nashville Symphony: Regional symphony running multi-format concerts and broad education programs; comparable operating model with broader geographic reach and recording activity.
• Richmond Symphony: Virginia-based regional symphony offering a Masterworks-style season, pops programming, and youth education initiatives; directly comparable in scope, geography, and nonprofit operating model to RSO.

Broad incumbents

• Pittsburgh Symphony Orchestra: Major metropolitan symphony with broader programming, recording activity, and education outreach; provides a benchmark for larger-scale regional orchestra operations.
• North Carolina Symphony: State-supported symphony with a larger geographic footprint across North Carolina and broader education touring programs; serves as a broader incumbent reference for symphony operating models.
• Baltimore Symphony Orchestra: Larger, established regional symphony offering broader season programming, education, and orchestral talent; serves as a wider incumbent reference point for symphony operations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/roanokesymphony

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roanoke Symphony Orchestra