Atlanta Opera Targets Young Professionals

My husband is a season ticket holder at the Opera. He admits this interest stems from the joy of feeling elitist and well, sequined ball gowns at the Cobb Performing Arts Centre will do that for you! For me, I love any time I can hear an orchestra perform and though we are younger than about 80% of other patrons, the important part is being exposed to new things and appreciating the arts.

That's certainly the goal of Atlanta Opera's outreach to young people through facebook, twitter, and a membership program for "young professional arts enthusiasts." You get access to discounted tickets and a free drink at each performance. (They really know what's at the heart of arts enthusiasts!) I learned all of this from the special Aria that was handed to me as we walked to our seats (crummy cell phone picture below). It's shorter and much more fun than the regular program that everyone else gets from the ushers. And I suppose we should be flattered for being singled out for looking the part of the young professional.

The 4 page booklet gives a synopsis of the performance, a Down and Dirty Opera History with the witty subtitle 'Or at least enough to sound impressive at a cocktail party,' and a section on etiquette warning first-timers not to text during the show.

Although I found the dumbed down language to be a bit condescending: Use the restroom before the performance. Otherwise, hold it. I appreciated the effort they are making to make Opera accessible and appealing. The Opera is not unlike many other businesses and non-profit organizations whose audiences are aging and who realizes traditional avenues of marketing just don't cut it anymore.

I have told several friends already that Orfeo and Euridice was my favorite opera yet, although we still have Magic Flute and Aida to go this season. I guess the real test is if I become a fan on facebook? follow on twitter? join the Comprimarios? For now, we're just the young folks at the Opera who knew better than to text...