DALLAS (August 1, 2017) – The Dallas Symphony Orchestra has engaged Onstage Publications to publish its program books beginning in fall 2017.

Dayton-based Onstage will publish the organization’s paper program books for the 2017-2018 season, allowing the organization to place more focus on what it does best – producing quality performances.

“The program book can get lost in a list of competing priorities,” said Sean Kelly, vice president of marketing at the Dallas Symphony Orchestra. “Selling tickets, getting donations – these are the priorities that take up the majority of our time, which they should. It doesn’t mean the program book doesn’t have real value, but sometimes it can be hard work to make your way down a priority list given our constraints on resources, time and personnel.”

Dallas Symphony Orchestra retained Onstage Publications to publish its performing arts program books after doing it in-house for three years. In the time the group published its own program books, it came to realize how important it was in the total patron experience, but also that it was not an area they wanted to pour their time and resources.

“Bringing our program book in-house came with a significant cost,” Kelly said. “We hired designers, sales people and absorbed the printing costs. We worked really hard at increasing revenue and decreasing costs, but ultimately it just became something we couldn’t get our arms around.”

Norman Orlowski, president of Onstage Publications, said his company is successful because it becomes an extension of the performing arts organizations’ marketing team, by taking on work that frees them up to focus on other areas of the business. Onstage Publications works with performing arts groups in 100 markets across the United States.

“We become an extension of the performing arts organizations’ marketing team, by taking on work that frees them up to focus on what they do best – producing quality performances for the Dallas community,” Orlowski said.

Kelly said it’s important for patrons to know that the transition to using Onstage Publications will be a seamless process that won’t disrupt their experience.

“We know how important the program book is to the patron experience,” Kelly said. “Patrons have told us through surveys that the program book is just as important during the performance as it is days after when they go back to it as reference.”


ABOUT ONSTAGE PUBLICATIONS: Onstage Publications is a performing arts program book publisher based out of Dayton, Ohio. Onstage Publications has developed a proven program book publishing system that helps performing arts organizations cut costs, gain more control of their time and improve the quality of their program books. Onstage Publications is also the creator of Stageview, the world’s first performing arts program book app, which allows patrons to view their program books on a smart device. Starting with the 2017 performance season, Onstage Publications will provide digital signage to performing arts venues nationwide. The company, which was founded in 2001, employs 14 and serves nearly 100 performing arts organizations throughout the country.  For more information on Onstage Publications, visit


Julie Thompson, ThompsonWriting


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