HOUSTON, TX (May 29, 2025)—
The Houston Symphony announced today the appointment of Alex Soares to the position of Chief Marketing Officer, following his successful tenure as Interim CMO since 2024. His permanent appointment comes at the close of a high-performing season marked by record ticketing revenue, revitalized subscription sales, and expanded audience engagement.
“Alex is the right person to lead our marketing efforts forward and continue the positive trajectory of revenue and subscription growth,” said Houston Symphony Executive Director/CEO Gary Ginstling, holder of the Margaret Alkek Williams Chair. “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.”
The 2024–25 Season marks a significant milestone for the organization. Total ticketing revenue is projected to exceed $13 million, the highest in the Symphony’s history. Subscription sales grew 12%, driven by the first year-over-year growth in curated subscription packages in six seasons, and a 27% rise in flexible hybrid offerings (subscription combinations that allow patrons to curate their own packages). Single ticket revenue rose 28% year-over-year, supported in part by high-demand programming, and expanded marketing reach.
Soares’s marketing leadership also supported advancement of the Symphony’s audience development efforts through innovative programming and community-centered campaigns. Highlights included The Music of Selena, Killer Mike and The Mighty Midnight Revival, and Cynthia Erivo with the Houston Symphony, which drew high levels of first-time attendance. The Erivo program became the first in the Symphony’s history to surpass $1 million in revenue, setting a new benchmark for a single program.
“It’s an honor to step into this role during such a transformational chapter for the Symphony under Gary Ginstling’s leadership,” said Soares. “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.”
Soares brings a distinctive blend of experience in performing arts, digital innovation, and nonprofit leadership. A trained contemporary dancer, he has performed with companies and choreographers across Texas for nearly two decades. Prior to joining the Symphony, he served as President of REI Network, L.P., a technology firm twice recognized on the Inc. 5000 list, and founded Wheelhaus, a consultancy focused on digital storytelling and data-driven marketing.
At the Symphony, he has led campaigns featuring a diverse range of artists such as Yo-Yo Ma, Pink Martini, Lang Lang, and Cynthia Erivo while advancing strategic initiatives in technology, audience development, and community access. He has played a leadership role in implementing the Symphony’s Strategic Vision 2030, supporting executive transitions, and helping to shape the organization’s identity as an inclusive, future-focused cultural leader.
A graduate of the University of Houston and a committed advocate for the arts and arts education, Soares actively contributes to Houston’s cultural landscape by sharing insights through speaking engagements, serving in advisory capacities, and providing board leadership and stewardship to organizations including Dance Source Houston and Hope Stone.
About the Houston Symphony
Under the leadership of Music Director Juraj Valčuha, the Grammy Award-winning Houston Symphony continues to inspire and engage diverse audiences in Houston and beyond with exceptional musical performances and enduring community impact. The Symphony held its inaugural performance at The Majestic Theater in downtown Houston on June 21, 1913. Now in its second century as one of America’s premier orchestras, the Houston Symphony is one of the oldest performing arts organizations in Texas and remains a cultural cornerstone of the region.
With an annual operating budget of $40.7 million, the Symphony presents over 130 concerts each year, making it one of the largest performing arts organizations in Texas. Its reach extends far beyond the concert hall, delivering more than 600 performances annually at schools, community centers, hospitals, and other venues, engaging over 160,000 people throughout Greater Houston.
The Symphony's innovative response to the COVID-19 pandemic—completing its 2020-21 Season with in-person audiences and weekly livestreams—earned national recognition and the ASCAP Foundation’s Deems Taylor/Virgil Thomson Broadcast/Media Award. Its commitment to innovation continues, with its 2024-25 Season reaching audiences in over 45 countries and all 50 states via livestreaming, making it one of the few American orchestras to sustain such global digital engagement.
Renowned for its artistry, the Symphony has a distinguished recording legacy under prestigious labels, including Koch International Classics, Naxos, RCA Red Seal, and Pentatone. Highlights include a Grammy and ECHO Klassik Award-winning live recording of Alban Berg’s Wozzeck and recent releases such as Jimmy López Bellido’s Aurora and Ad Astra (2022) and Jennifer Higdon’s Duo Duel (2023).
The Symphony’s educational impact is equally remarkable, with its Harry and Cora Sue Mach Student Concert Series reaching over 50,000 students annually. Its In Harmony after-school program and partnerships with institutions like the Houston Methodist Hospital, MD Anderson Cancer Center, and Texas Children’s Hospital further demonstrate the Symphony’s commitment to fostering community connections and accessibility to the arts.
With a vision centered on artistic excellence, community engagement, and accessibility, the Houston Symphony remains a cultural leader in Houston and a global ambassador for the transformative power of music.
For more information, please contact
Eric Skelly, eric.skelly@houstonsymphony.org
Jessica Henderson, jessica@theckpgroup.com