Understanding Opera’s New Audiences

In recent seasons, opera companies across North America have reported record levels of first-time attenders. Since full houses are important financially and emotionally, and since retention of newcomers is fundamental to audience growth, OPERA America set out to learn more: What motivated these first-timers to come? How was their experience? What will it take to bring them back for more?

Join OPERA America to learn the key findings of a new national research study conducted in partnership with the premier cultural research firm, Slover Linett at NORC, of over 10,000 audience members at 36 opera companies nationwide. The webinar will include a presentation on newcomers’ motivations, perceptions, and barriers, followed by facilitated discussion with the research team and field leaders about the implications of the report.

This research study was conducted with generous leadership support from the National Endowment for the Arts, Bob Ellis, John Nesholm, and the Heinz Endowments.