Opera Philadelphia offers $11 tickets to attract new audiences

Opera Philadelphia has introduced a new pricing model, reducing all ticket prices to $11 under the leadership of new general director Anthony Roth Costanzo. This initiative aims to attract a broader audience and is part of a larger strategy to revitalize the company following financial challenges. Since Costanzo's appointment on June 1, the company has raised $7 million to address its debt and support this new pricing structure. The previous ticket prices ranged from $30 to $300, and the company sold over 14,000 tickets last season, generating 13% of its revenue from ticket sales. The new model allows patrons to pay more than the minimum price if they choose, which Costanzo believes will help increase contributed revenue from donations and corporate sponsorships in the future. Costanzo's approach reflects a shift in marketing strategy, moving away from targeting affluent audiences who can afford higher ticket prices. He emphasizes the need for innovation and risk-taking in the arts, suggesting that the previous model limited creativity and audience diversity. The company has also made budget cuts, including the cancellation of its season-opening festival, to adapt to the new financial landscape. This change in ticket pricing is seen as the first step in a long-term turnaround for Opera Philadelphia, with hopes of fostering a more inclusive environment for opera enthusiasts and newcomers alike. Costanzo's vision is to redefine the role of opera in contemporary society, making it more accessible and relevant to a wider demographic.