Since the 2023–24 concert season, The San Francisco Early Music Society (SFEMS) has made a bold commitment to arts accessibility through its “pay-what-you-can” ticketing model.

In becoming by far the largest classical arts organization in the Bay Area to remove financial barriers to its concerts, SFEMS saw its audience increase by a remarkable 85 percent from the previous season, with total ticket revenue going up by almost 45 percent. About a quarter of audience members chose to attend for free, while another 15 percent attended at a ticket price of $10 or less.

“We are humbled by the success of ‘pay-what-you-can’ ticketing as a way to build our community,” said executive director Derek Tam. “This season, we are passionate about enticing even more people to experience early music in a welcoming and exciting environment.”

Support for the model has also come from season subscribers, who are invited to purchase a regular or premium “pay-it-forward” subscription. Subscription revenue has provided the financial foundation for SFEMS to invest in the advertising necessary to reach potential audience members, who may be unfamiliar with early music or “pay-what-you-can” ticketing.

“SFEMS has long been buoyed by our loyal supporters,” Tam said. “We were floored by the commitment of our subscribers last year in building a future where the past and the present can meet and enrich each other—where early music can be enjoyed, here and now, by anyone.”

The 2024–25 concert season—the organization’s 48th—includes six concert sets across the Bay Area from November through May.