Factors influencing opera company ticketing and programmatic structures

Abstract

Due to declines in arts subscribership and overall attendance, especially in the field of opera, the question of how to best maintain and attract audiences has come up (Iyengar 2012a). The seasonal programmatic structure, whether a traditional season, rotating programmatic structure, or a festival model is used, can affect attendance for opera companies. Phone interviews were conducted with marketing leaders from nine Opera America member companies from across the United States, with budgets between $3,000,000 and$15,000,000. These interviews gathered information on programmatic structure and audience development to determine which factors contribute to financial, reputational, and attendance success.M.S., Arts Administration -- Drexel University, 201