In a transformative move, Opera Philadelphia has reduced all ticket prices to $11, a move spearheaded by new general director Anthony Roth Costanzo. This "pick your price" initiative, announced Tuesday, aims to make opera accessible to a wider audience and allows patrons to pay more if they wish. Costanzo, who succeeded David Devan in June, has raised $7 million to support this model and deal with the company's debts.
Costanzo, a 42-year-old countertenor with a prominent international career, is opting for bold steps rather than "safe choices" to rejuvenate the company. He stated, "Creating a new place for opera in our current time requires risk." The upcoming 2024-25 season has been scaled down to 10 performances from 16 in the 2022-23 season. Originally, ticket prices ranged from $30 to $300.
Opera Philadelphia sold 14,211 tickets last season, averaging $85.77 per ticket, constituting 13% of its revenue. This season, performances will include Missy Mazzoli's "The Listeners," Joseph Bologne's "The Anonymous Lover," and Mozart's "Don Giovanni." The company has also eliminated its season-opening festival due to budget cuts. Costanzo cited the success of Henry Timms' dynamic pricing model at Lincoln Center as an inspiration, emphasizing that traditional high-ticket pricing stifles innovation and affects the demographic reach of opera audiences. (This story was generated by Newser's AI chatbot. Source: the AP)
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