EarRelevant Staff | 30 MAY 2025
HOUSTON, Texas— The Houston Symphony has appointed Alex Soares as its chief marketing officer (CMO) following a season marked by record ticketing revenue, a rebound in subscription sales, and increased audience engagement.
Soares has served as interim CMO since 2024. His appointment comes as the organization concludes a financially successful 2024–25 season, in which total ticketing revenue is projected to exceed $13 million—the highest in the Symphony’s history, according to the organization.
“Alex is the right person to lead our marketing efforts forward and continue the positive trajectory of revenue and subscription growth,” said executive director and CEO Gary Ginstling. “He is a strong voice on our leadership team and has worked effectively with our community partners to develop new opportunities and reach diverse audiences.”
Subscription sales grew by 12 percent, according to Symphony, marking the first year-over-year growth in curated subscription packages in six seasons. Flexible hybrid subscriptions—customizable combinations of concerts—increased by 27 percent. Single-ticket revenue rose 28 percent year-over-year, a gain attributed in part to high-demand programming and expanded marketing efforts.
The Symphony credited Soares’s leadership with driving community engagement and broadening attendance through new programming and outreach. He has led marketing campaigns featuring artists such as Yo-Yo Ma, Pink Martini, Lang Lang, and Cynthia Erivo. He has also contributed to the organization’s Strategic Vision 2030 plan, supported executive leadership transitions, and helped shape the Symphony’s public identity as an inclusive and future-focused arts institution.
“It’s an honor to step into this role during such a transformational chapter for the Symphony under Gary Ginstling’s leadership,” Soares said in a statement. “With bold artistic vision, a newly renovated Jones Hall, and a team deeply committed to connecting people through music, we have a unique opportunity to reimagine the concertgoing experience. The level of artistry on stage each week is unmatched and I’m so excited for more Houstonians to discover the power of live orchestral music as we launch our 2025–26 Season.”
A graduate of the University of Houston, Soares has worked across performing arts and digital marketing sectors. A trained contemporary dancer, he performed with companies and choreographers throughout Texas for nearly 20 years. Before joining the Houston Symphony, he served as president of REI Network, L.P., a technology firm recognized on the Inc. 5000 list, and founded Wheelhaus, a consultancy focused on digital storytelling and data-driven marketing.
Soares also serves in advisory and leadership roles with several Houston arts organizations, including Dance Source Houston and Hope Stone.
Under the direction of Music Director Juraj Valčuha, the Houston Symphony presents over 130 concerts annually and operates with a $40.7 million budget. Founded in 1913, the Symphony is one of the oldest performing arts organizations in the state of Texas. Its educational and community programs reach more than 160,000 people annually across the Greater Houston area. ■
EXTERNAL LINKS:
- Houston Symphony: houstonsymphony.org
Read more by EarRelevant Staff.
RECENT POSTS
Tine Thing Helseth brings fire and finesse to trumpet concertos by Arutiunian, Penderecki, and Weinberg • 24 Oct 2025
Camerata Nordica Octet brings Scandinavian color and classical clarity to Hodgson Hall • 21 Oct 2025
.png){kind=logo}