Every year, our BRT team makes magic happen for over 50,000 student performers in dozens of destinations around the world. Every glance at our busy trip calendar reminds us of how powerful performance travel is for the incredible music educators and students we serve.
We have the privilege of partnering with directors to grow their programs through travel, creating impactful performance experiences that both recruit new performers and keep them committed.
Here’s how travel can do the same for your program:
Travel attracts.
An upcoming trip catches students’ attention and can be what gets them off the fence about trying band, choir or orchestra for the first time. Every year, students who have never picked up an instrument or hummed a tune will consider your program – and an exciting travel opportunity could be their deciding factor. In fact, some directors have told us that high school performance travel is something that even elementary school students in their districts look forward to!
Once you’ve traveled with your students, they’ll be your best marketing team, as they’ll share their experiences with their friends. And when prospective students know that joining your program may get them a seat on the next trip, they won’t want to miss the opportunity.
Travel builds community.
All of us are hardwired for community. Students are no exception (and you could argue that they need it even more).
A shared experience – like traveling to an exciting destination, performing on a new stage and making memories with friends – bonds students like nothing else. It also creates connections that wouldn’t happen otherwise – a senior and a sophomore will typically have very different class schedules, but when they travel together, they may form a lifelong bond.
Don Stinson, Director of Bands at Joliet Central High School said it best:
When students travel as a group, they learn to rely on each other, work together, and celebrate each other’s successes. They’re part of something bigger than themselves – a community.
Travel provides a fundraising focal point.
Fundraising “just because” can be a challenge. But your upcoming trip provides a worthwhile and time-sensitive cause that the community can get behind. And if you’re already fundraising year-round, your trip can be the cornerstone of those efforts.
Plus, fundraising further bonds your students and creates visibility for your program at your school and in your community. Win-win-win.
Travel keeps students engaged.
Students are less likely to leave a music program if they’re looking forward to your group’s next trip – and the one after that. A consistent travel schedule, even an every-other-year cadence, keeps students eagerly anticipating what’s next.
The students who have traveled with you before aren’t just your best recruiters – they’re excellent “retainers” as well, keeping their friends engaged as they share their stories “from the road” with their peers.
So, what can you do today to supercharge recruitment and retention for your group?
Activate your older students.
Your older students have often proven themselves to be dedicated and reliable – so give them opportunities to be ambassadors for your program.
Highlight your program at elementary and middle schools to get students interested early and give your experienced students the spotlight. They can perform or simply share their stories of being a part of your program – including travel, of course. Reward their time with service hours and you’ll have a very helpful team on your hands!
Inspire younger students.
As many directors have shared with us, the biggest drop in retention happens right before high school starts.
So it’s crucial to reach out to younger students before the end of their last year of middle school or junior high school. (If we wait until they start high school, that’s often too late to recover.) And what better way to entice them than with the promise of upcoming travel?
Invite those younger students to your performances to give them a glimpse of what their future could hold. Bring them into your classroom (or visit theirs) and let them ask questions of your older students. Or host an annual open house for prospective students and their parents.
Create traditions.
An awesome culture is built through traditions students come to expect – and travel is only one of them.
Celebrate the holidays with hot cocoa in class. Host an awards night each year and honor a range of students. Fundraise for and print matching t-shirts. Appoint student ambassadors who can help you recruit new students and celebrate your current class – these leaders can plan group events outside of school, strengthening friendships and forming new ones.
Find what works for you and your program. Remember: It matters less what you do and more that you’re consistent year-over-year.
Make it personal.
You’re already amazing at connecting with your current performers – find ways to connect with prospective students too! Send handwritten notes to middle schoolers who will be moving up to your school next year. Make a welcome video featuring your student ambassadors sharing what they love about your program. Find out which of your students have younger siblings and send them invitations to join. Again, consistency is key – just find the personal touches that work for you.
We’re grateful to partner with directors like you and, with many former educators on our team, we have a passion for making music programs as strong as they possibly can be. To learn more about how travel can build your program, reach out to our team – we can’t wait to connect with you.