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The Ravinia Music Box experience uses emotion, illusion and technology to enable new listeners to ‘bump into’ classical music. Here’s how they did it


Originally built as an amusement park, Ravinia, in Highland Park, Illinois, US, was a premier summer opera venue between 1919 and 1931, and has been the summer home of the Chicago Symphony Orchestra since 1936.

It now hosts a wide variety of concerts, from pop and cabaret to jazz and classical and while visitor numbers have grown, ticket sales for its classical offerings have been dwindling for years.

Welz Kauffman, president and CEO of Ravinia from 2000 to 2020, wanted to address this. Realising that audiences were arriving several hours early for non-classical concerts, he wondered how he could take advantage of this. When he visited the Abraham Lincoln Presidential Library and Museum in Springfield, Illinois, he was blown away by the multimedia show about Abraham Lincoln, and wondered if something similar could be created to celebrate the life of composer, conductor and musician Leonard Bernstein. He got in touch with BRC Imagination Arts – the creators of the Abraham Lincoln Presidential Library and Museum – and they loved the idea.

Fifteen years later, the Ravinia Music Box Experience Center has opened, featuring an immersive, 65-seat, wraparound 4D theatre with a museum gallery space and an immersive theatre experience called Bernstein’s Answer, that celebrates the life of Leonard Bernstein.

“Our key aims were to create something that would allow audiences who were already at Ravinia to see Sting, Lady Gaga, or Common, say, to have an unforgettable, transformative opportunity to ‘bump into’ classical music, and to use Bernstein’s incredible life and work as a throughline to answer a question we’ve probably all asked at some point: What does music mean?” Brad Shelton, creative director at BRC tells Attractions Management.

“We got to create an emotional installation art piece with some of the best musicians on the planet to tell a story that inspires people to find common ground and come together, at a time when it feels as though almost everything is trying to tear us apart. That’s a win, and it’s hard to imagine a better place to have done it than at Ravinia.”

Here we speak to those involved to find out more about this exciting project...

Jamie Bernstein
Leonard Bernstein’s daughter
photo: Steve J. Sherman

What does the opening of Ravinia Music Box and the Bernstein’s Answer show mean to you?

For my brother, sister, and me, we see the Ravinia Music Box as a hugely exciting opportunity to introduce our dad to younger people, and in a deeply meaningful context – because the presentation evokes our dad’s lifelong devotion to using music to make the world a better place.

What do you think your father would have thought of the Bernstein’s Answer show?

I think my dad would have loved the exuberance of the presentation; it radiates the same childlike joy which Bernstein himself often emanated from the podium. I also think he would have appreciated that the show does not shy away from tough questions and topics. His own musical compositions expressed all the extremes of human emotion: fear, longing, love, fury.

Bernstein’s Answer really shows how Bernstein used his music to paint a portrait of the world he lived in – both the outer and the inner world – and how that music can help us make sense of our own worlds, too.

Is there a part of the show that particularly resonated with you?

I really appreciate the moment when the questions get tough, and my dad’s music underscores some disturbing images of human turmoil. I like that it’s... real.

Beautiful, heartfelt music can help us get through the tough times, not just celebrate our joyous times. This is a great message for kids: we won’t pretend there aren’t bad, scary things out there, but we also know that music is a potent tool we can all use to help us get through the tough stuff, and has a unique power to connect us, to bring us together in – literally – harmony.

What was your experience of working with BRC Imagination Arts?

Brad Shelton and his team at BRC were unfailingly generous and patient in explaining to our group at the Leonard Bernstein Office what their vision was. They worked hard with our music editor, Garth Sunderland, to get the music cues right, and they did their utmost to honour Bernstein’s music as they went along. It was beyond touching for all of us to witness how devoted the whole BRC team was to communicating what our dad stood for through his work and his legacy.

The goal of the project is to introduce new listeners to classical music. What role has music played in your life?

In a way, I’m the least useful person to ask about the role classical music has played in my life – because I lived and breathed it from the day I was born! It gave me a chance to learn how to do a deep dive into music. You can hear a work like, say, Tchaikovsky’s Fourth Symphony, and get a kick out of it on one listen. But: when you hear it a few times, or maybe sit in on a rehearsal, or best of all, even get to play an instrument in the piece, it will start to unfold for you like a magic, multicoloured flower. Every time you hear it, you’ll get more out of it.

This is a great message for kids: we won’t pretend there aren’t bad, scary things out there, but we also know that music is a potent tool we can all use to help us get through the tough stuff
What can classical music offer young people?
In Caracas, Venezuela, I sat in an audience full of young kids who were participants in the country’s famous El Sistema youth orchestra programs. Those kids knew their “Tchaik 4,” as we like to call it, by heart – and they were hearing a fantastic performance conducted by their fellow Venezuelan, Gustavo Dudamel, who had risen through El Sistema and was now an international superstar.

The kids were leaning forward in their seats, straining with anticipation for their favourite moments, and at the end, they whooped and hollered as if they were at a ball game! I was so profoundly delighted by this: that’s exactly how I feel when I hear a great performance of a piece I know and love. I hope young viewers at the Ravinia Music Box will be moved to try some deep dives into the glorious waters of orchestral music.

What would you like visitors to take away about your father?

I would love for young people to treasure Leonard Bernstein as an artist who, even though he lived before them, has the power to speak directly to them through his music. I hope they explore his compositions further.

Edward Hodge
Creative Director, BRC Imagination Arts
photo: Alvin Nguyen
How did you approach this project? What was the starting point?

We look at projects like this by asking ourselves the question: what is the change we want to make in the audience? Answering that simple question drives the choices we make in our storytelling and drives the early design decisions in the environments we need to enable a transformation within our guests.

What were your key aims when designing the show?

We wanted to reduce the stigma of classical music that is perceived by younger audiences. Hopefully encouraging guests who show up for a pop music night to return for an evening with the Chicago Symphony Orchestra.

How did you use technology to immerse visitors in Bernstein’s life?

This show has a one of a kind ‘holographic’ illusion. We spent a year developing this magic trick and two years designing and building an entire theatre around this illusion! All of that work was to convince the audience, if only for a moment, that conductor, composer and artist Bobby McFerrin had just walked on stage. That singular moment captures the imagination of our audience and gives us the freedom to begin to play with visuals around the theatre.

Beyond a spectacular immersive cinema system we are particularly proud of the audio system in Bernstein’s Answer. It was important for us to be able to accurately recreate the score but also place the music and voice anywhere around the room.

To do this, we developed a 30.1 sound system that allows us to place sound and music anywhere we like. Of course all of those speakers are unsightly so the team spent a great deal of design resources concealing every speaker in the room and making sure that every surface was treated acoustically. And that’s very BRC – technology is an amazing tool for storytelling, but we never want the audience to know that it’s there.

What are you proudest of?

I never imagined that I would have the opportunity to take part in creating an experience with Jamie Bernstein and the Bernstein organisation. Playing Bernstein’s albums was how my parents introduced me to classical music. It was a thrill and the honour of a lifetime to be a small part in continuing his legacy for the next generation of audiences.

What feedback have you had?

My favourite thing to do is to stand in the back of the theatre and watch the audience react when the room transforms into the magic story box. After the illusion on stage appears most audience members think that this is all the show will be. Moments later, just when their guard is down, the room begins to transform and I just love watching the surprise on all of their faces!

Brad Shelton
Creative Director, BRC Imagination Arts
photo: Alvin Nguyen
Leonard Bernstein was known for his activism. How important was it to get across that part of his life?

Bernstein’s activism and humanitarianism were essential elements of his approach to music (and his egalitarian love for all of it, not just classical), as well as essential to his approach to life, so they obviously were also essential to our story. And, due to the delay in opening due to COVID-19, those parts of his life became even more powerful and transformative as part of the experience.

There were definitely some long conversations about how far we could push this, but Welz Kauffman, the incredible Board at Ravinia, and the Bernstein family understood that what would make the experience powerful and unforgettable was to be brave and use those pieces of Bernstein’s legacy as a storytelling device that would move people emotionally.

What are you proudest of?

It’s been incredibly gratifying to see both general audiences at Ravinia and the top performers in the classical music world have the same response as they walk out of the show. It’s always some version of ‘holy crap, that’s the coolest thing I’ve ever seen’.

What’s even more gratifying are the number of phone calls our client has got from people the day after they saw the show saying, “I wanted you to know I just can’t stop thinking about it.”

How would you like the show to make visitors feel?

The show was constructed to take guests on an unexpected emotional journey. When it starts, you think it’s about Leonard Bernstein... and it is, but at its heart it really just uses Bernstein’s story and music to take us on a personal journey, one that focuses on the role music plays in all of our lives and the role it plays in helping us all create a better world.

I like to think that’s the thing that would make Bernstein happiest – it uses his incredible legacy to lead us all to something bigger than ourselves, which is what he did throughout his life.

I want guests to feel slightly uncomfortable and transformed by what they’ve experienced. Music venues are one of the few places left where strangers still feel comfortable showing real emotion around each other. That’s a real opportunity both for the venue and for the guests.

Music venues are one of the few places left where strangers still feel comfortable showing emotion around each other. That’s a real opportunity
The show aims to connect emotionally with visitors / photo: Ravinia Festival
The Ravinia Music Box Experience Center Credit: photo: BRC imagination Arts
BRC created a holographic illusion of Bobby McFerrin to introduce Bernstein’s Answer (right) Credit: photo: Ravinia Festival
The visitor journey begins in the Ravinia Music Box lobby Credit: photo: BRC imagination Arts
The new venue was designed to be open and flexible Credit: photo: BRC imagination Arts
The venue features a 65-seat wraparound 4D theatre space Credit: photo: BRC Arts
Bernstein’s work is introduced in a fun and interactive way Credit: photo: Ravinia Festival
photo: Ravinia Festival Credit: photo: BRC imagination Arts
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Museums
Play on

The Ravinia Music Box experience uses emotion, illusion and technology to enable new listeners to ‘bump into’ classical music. Here’s how they did it


Originally built as an amusement park, Ravinia, in Highland Park, Illinois, US, was a premier summer opera venue between 1919 and 1931, and has been the summer home of the Chicago Symphony Orchestra since 1936.

It now hosts a wide variety of concerts, from pop and cabaret to jazz and classical and while visitor numbers have grown, ticket sales for its classical offerings have been dwindling for years.

Welz Kauffman, president and CEO of Ravinia from 2000 to 2020, wanted to address this. Realising that audiences were arriving several hours early for non-classical concerts, he wondered how he could take advantage of this. When he visited the Abraham Lincoln Presidential Library and Museum in Springfield, Illinois, he was blown away by the multimedia show about Abraham Lincoln, and wondered if something similar could be created to celebrate the life of composer, conductor and musician Leonard Bernstein. He got in touch with BRC Imagination Arts – the creators of the Abraham Lincoln Presidential Library and Museum – and they loved the idea.

Fifteen years later, the Ravinia Music Box Experience Center has opened, featuring an immersive, 65-seat, wraparound 4D theatre with a museum gallery space and an immersive theatre experience called Bernstein’s Answer, that celebrates the life of Leonard Bernstein.

“Our key aims were to create something that would allow audiences who were already at Ravinia to see Sting, Lady Gaga, or Common, say, to have an unforgettable, transformative opportunity to ‘bump into’ classical music, and to use Bernstein’s incredible life and work as a throughline to answer a question we’ve probably all asked at some point: What does music mean?” Brad Shelton, creative director at BRC tells Attractions Management.

“We got to create an emotional installation art piece with some of the best musicians on the planet to tell a story that inspires people to find common ground and come together, at a time when it feels as though almost everything is trying to tear us apart. That’s a win, and it’s hard to imagine a better place to have done it than at Ravinia.”

Here we speak to those involved to find out more about this exciting project...

Jamie Bernstein
Leonard Bernstein’s daughter
photo: Steve J. Sherman

What does the opening of Ravinia Music Box and the Bernstein’s Answer show mean to you?

For my brother, sister, and me, we see the Ravinia Music Box as a hugely exciting opportunity to introduce our dad to younger people, and in a deeply meaningful context – because the presentation evokes our dad’s lifelong devotion to using music to make the world a better place.

What do you think your father would have thought of the Bernstein’s Answer show?

I think my dad would have loved the exuberance of the presentation; it radiates the same childlike joy which Bernstein himself often emanated from the podium. I also think he would have appreciated that the show does not shy away from tough questions and topics. His own musical compositions expressed all the extremes of human emotion: fear, longing, love, fury.

Bernstein’s Answer really shows how Bernstein used his music to paint a portrait of the world he lived in – both the outer and the inner world – and how that music can help us make sense of our own worlds, too.

Is there a part of the show that particularly resonated with you?

I really appreciate the moment when the questions get tough, and my dad’s music underscores some disturbing images of human turmoil. I like that it’s... real.

Beautiful, heartfelt music can help us get through the tough times, not just celebrate our joyous times. This is a great message for kids: we won’t pretend there aren’t bad, scary things out there, but we also know that music is a potent tool we can all use to help us get through the tough stuff, and has a unique power to connect us, to bring us together in – literally – harmony.

What was your experience of working with BRC Imagination Arts?

Brad Shelton and his team at BRC were unfailingly generous and patient in explaining to our group at the Leonard Bernstein Office what their vision was. They worked hard with our music editor, Garth Sunderland, to get the music cues right, and they did their utmost to honour Bernstein’s music as they went along. It was beyond touching for all of us to witness how devoted the whole BRC team was to communicating what our dad stood for through his work and his legacy.

The goal of the project is to introduce new listeners to classical music. What role has music played in your life?

In a way, I’m the least useful person to ask about the role classical music has played in my life – because I lived and breathed it from the day I was born! It gave me a chance to learn how to do a deep dive into music. You can hear a work like, say, Tchaikovsky’s Fourth Symphony, and get a kick out of it on one listen. But: when you hear it a few times, or maybe sit in on a rehearsal, or best of all, even get to play an instrument in the piece, it will start to unfold for you like a magic, multicoloured flower. Every time you hear it, you’ll get more out of it.

This is a great message for kids: we won’t pretend there aren’t bad, scary things out there, but we also know that music is a potent tool we can all use to help us get through the tough stuff
What can classical music offer young people?
In Caracas, Venezuela, I sat in an audience full of young kids who were participants in the country’s famous El Sistema youth orchestra programs. Those kids knew their “Tchaik 4,” as we like to call it, by heart – and they were hearing a fantastic performance conducted by their fellow Venezuelan, Gustavo Dudamel, who had risen through El Sistema and was now an international superstar.

The kids were leaning forward in their seats, straining with anticipation for their favourite moments, and at the end, they whooped and hollered as if they were at a ball game! I was so profoundly delighted by this: that’s exactly how I feel when I hear a great performance of a piece I know and love. I hope young viewers at the Ravinia Music Box will be moved to try some deep dives into the glorious waters of orchestral music.

What would you like visitors to take away about your father?

I would love for young people to treasure Leonard Bernstein as an artist who, even though he lived before them, has the power to speak directly to them through his music. I hope they explore his compositions further.

Edward Hodge
Creative Director, BRC Imagination Arts
photo: Alvin Nguyen
How did you approach this project? What was the starting point?

We look at projects like this by asking ourselves the question: what is the change we want to make in the audience? Answering that simple question drives the choices we make in our storytelling and drives the early design decisions in the environments we need to enable a transformation within our guests.

What were your key aims when designing the show?

We wanted to reduce the stigma of classical music that is perceived by younger audiences. Hopefully encouraging guests who show up for a pop music night to return for an evening with the Chicago Symphony Orchestra.

How did you use technology to immerse visitors in Bernstein’s life?

This show has a one of a kind ‘holographic’ illusion. We spent a year developing this magic trick and two years designing and building an entire theatre around this illusion! All of that work was to convince the audience, if only for a moment, that conductor, composer and artist Bobby McFerrin had just walked on stage. That singular moment captures the imagination of our audience and gives us the freedom to begin to play with visuals around the theatre.

Beyond a spectacular immersive cinema system we are particularly proud of the audio system in Bernstein’s Answer. It was important for us to be able to accurately recreate the score but also place the music and voice anywhere around the room.

To do this, we developed a 30.1 sound system that allows us to place sound and music anywhere we like. Of course all of those speakers are unsightly so the team spent a great deal of design resources concealing every speaker in the room and making sure that every surface was treated acoustically. And that’s very BRC – technology is an amazing tool for storytelling, but we never want the audience to know that it’s there.

What are you proudest of?

I never imagined that I would have the opportunity to take part in creating an experience with Jamie Bernstein and the Bernstein organisation. Playing Bernstein’s albums was how my parents introduced me to classical music. It was a thrill and the honour of a lifetime to be a small part in continuing his legacy for the next generation of audiences.

What feedback have you had?

My favourite thing to do is to stand in the back of the theatre and watch the audience react when the room transforms into the magic story box. After the illusion on stage appears most audience members think that this is all the show will be. Moments later, just when their guard is down, the room begins to transform and I just love watching the surprise on all of their faces!

Brad Shelton
Creative Director, BRC Imagination Arts
photo: Alvin Nguyen
Leonard Bernstein was known for his activism. How important was it to get across that part of his life?

Bernstein’s activism and humanitarianism were essential elements of his approach to music (and his egalitarian love for all of it, not just classical), as well as essential to his approach to life, so they obviously were also essential to our story. And, due to the delay in opening due to COVID-19, those parts of his life became even more powerful and transformative as part of the experience.

There were definitely some long conversations about how far we could push this, but Welz Kauffman, the incredible Board at Ravinia, and the Bernstein family understood that what would make the experience powerful and unforgettable was to be brave and use those pieces of Bernstein’s legacy as a storytelling device that would move people emotionally.

What are you proudest of?

It’s been incredibly gratifying to see both general audiences at Ravinia and the top performers in the classical music world have the same response as they walk out of the show. It’s always some version of ‘holy crap, that’s the coolest thing I’ve ever seen’.

What’s even more gratifying are the number of phone calls our client has got from people the day after they saw the show saying, “I wanted you to know I just can’t stop thinking about it.”

How would you like the show to make visitors feel?

The show was constructed to take guests on an unexpected emotional journey. When it starts, you think it’s about Leonard Bernstein... and it is, but at its heart it really just uses Bernstein’s story and music to take us on a personal journey, one that focuses on the role music plays in all of our lives and the role it plays in helping us all create a better world.

I like to think that’s the thing that would make Bernstein happiest – it uses his incredible legacy to lead us all to something bigger than ourselves, which is what he did throughout his life.

I want guests to feel slightly uncomfortable and transformed by what they’ve experienced. Music venues are one of the few places left where strangers still feel comfortable showing real emotion around each other. That’s a real opportunity both for the venue and for the guests.

Music venues are one of the few places left where strangers still feel comfortable showing emotion around each other. That’s a real opportunity
The show aims to connect emotionally with visitors / photo: Ravinia Festival
The Ravinia Music Box Experience Center Credit: photo: BRC imagination Arts
BRC created a holographic illusion of Bobby McFerrin to introduce Bernstein’s Answer (right) Credit: photo: Ravinia Festival
The visitor journey begins in the Ravinia Music Box lobby Credit: photo: BRC imagination Arts
The new venue was designed to be open and flexible Credit: photo: BRC imagination Arts
The venue features a 65-seat wraparound 4D theatre space Credit: photo: BRC Arts
Bernstein’s work is introduced in a fun and interactive way Credit: photo: Ravinia Festival
photo: Ravinia Festival Credit: photo: BRC imagination Arts
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Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
FORREC Ltd

We create guest experiences others don’t, masterplan like no one else can, and give the world’s bi [more...]
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
+ More profiles  
FEATURED SUPPLIER

Future-proofing ticketing solutions with TOR Systems
TOR Systems, the UK’s leading ticketing, booking and CRM solutions provider, is urging tourism and heritage companies to future proof their ticketing solutions when procuring in the wake of the pandemic. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide | Atlantis Dubai
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

24-25 Nov 2021

Scotland’s National Tourism Industry Conference

EICC, Edinburgh, United Kingdom
01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2021

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS