Late on the evening of May 10, 2008, well after the grand opening concert had ended and the audience, musicians and most of the staff had headed home, Atlanta Symphony Orchestra Music Director Robert Spano proclaimed loudly to the remaining handful of colleagues and friends that “Tonight was one of the greatest nights of my life.”
The ASO’s new summer home at Verizon Wireless Amphitheatre at Encore Park in Alpharetta was in fact one of the greatest nights in the Orchestra’s 64-year history. Mr. Spano led an unforgettable performance, featuring Gershwin’s Rhapsody in Blue, the finale of Beethoven’s Symphony No. 9, and the Tchaikovsky 1812 Overture, with a cast of hundreds including the Orchestra’s Chorus, Youth Orchestra, and two marching bands from Alpharetta and Milton high schools.
“We knew we had a lot of friends in North Fulton,” confided ASO President and Chief Executive Officer Allison Vulgamore. “And it was tremendously gratifying to see the turnout, not just for the grand opening, but all summer long.”
Fulton County Commissioner Lynne Riley vividly remembers the inaugural concert. “It was a magnificent experience, vibrating with enthusiasm for the phenomenal musical performance,” she said. “The audience was treated to an evening of sensory stimulation — wonderful sights, sounds, aromas, flavors, and applause were all part of the event.”
Emphasizing the ASO’s impact on the region, Brandon Beach, President and Chief Executive Officer of the Greater North Fulton Chamber of Commerce said “The inaugural season was a true celebration for all of North Fulton. Fine arts and culture are important to our families and business community, and the new venue is an exciting place for those interests to converge.”
The Atlanta Symphony Orchestra, the Woodruff Arts Center and the North Fulton community had come together to create a landmark summer, exploring and ultimately achieving novel methods to stretch the boundaries of the classical music experience. Over the course of the summer more than 40,000 people came to hear the Orchestra perform, with 34 precent coming from a wide stretch of counties across North Georgia, as well as bordering states. In addition, an audience survey revealed that fully one-third had never before seen an ASO concert. “Reaching such a large number of new audience members is deeply encouraging for our future,” said Ms. Vulgamore.
The new venue was hit with its neighbors, particularly the location. “It’s great to have such a venue on this side of town, and my family enjoys hearing the ASO in an outdoor setting,” enthused Frank Chu of Alpharetta. For Sharon Morgan it meant she could enjoy the Orchestra more than ever. “I simply would not attend ASO concerts as often if I had to go downtown,” she admitted, adding, “The amphitheater being right here changes everything.”
New traditions flourished during the inaugural season, sparked by the venue’s open spaces and rolling landscape. ASO Insider and Program Annotator Ken Meltzer seamlessly moved his popular concert previews to the “Top of the Lawn,” where he and ASO musicians held court before a rapt audience. Intermissions became lively question-and-answer forums. Patrons text-messaged questions for the artists, who responded to as many as time permitted on the big screens overlooking the stage.
Quality food was a major new tradition. Concertgoers could order from a variety of food and beverage choices, including picnic baskets, laden with freshly made appetizers, entrees, and desserts prepared by the venue’s on-site caterer. A special basket, themed to each evening’s programming, also was available offering treats such as Wild Rice Kiev Salad and Russian Tea Cakes to accompany works by Rachmaninov and Rimsky-Korsakov.
The venue’s operational amenities, from the proximity of concession stands and parking to ample signage and an inviting VIP Club, pleased Verizon Wireless Amphitheatre General Manager Trevor Ralph, who came to the ASO from Northern California. But there is always room for improvement. “In our business if you stand still you fall behind,” he explained. “We know there is more work to be done. We have used an extensive survey program to measure our performance and to push ourselves to higher levels of guest satisfaction. We are proud to know that we have one of the best buildings and many of the best people in our business right here in North Georgia.”
Attending an ASO performance became an experience unlike any other. “The music is great, and hearing it in a beautiful setting is really a huge bonus,” commented Lee Waring of Vinings. Added Duluth’s Rob Perryman, “You can’t beat the atmosphere and music under the stars.” Jody Lovell, visiting from Highlands, N.C., found the venue “lovely, and the seating is perfect … you’re so close to the performance.” Virginia-Highland’s Becky Shaw summed it up in one word: “Fabulous!”
The Symphony Hall faithful, eager to see their hometown orchestra at its new summer residence, had an easy-does-it drive from Buckhead, Midtown, and points east, west, north and south. “I can’t believe how fast we got there!” said Clay Jackson of Ansley Park in downtown Atlanta. “We were pleasantly surprised, and realized the drive back wouldn’t be a problem.”
The dawning of the Verizon era was particularly gratifying to Alpharetta’s honorable mayor, Arthur Letchas, a staunch supporter of a new park for his constituents from day one. “It was a dream come true after many years of hard work,” he said. “Every time I attended an event it seemed as if everyone there appreciated having such an incredible venue in Alpharetta.”
