Comments on: Lyric Opera to offer a balanced, conservative lineup next season, with 11% fewer performances http://chicagoclassicalreview.com/2010/01/lyric-opera-to-offer-a-balanced-largely-conservative-lineup-next-season-with-11-fewer-performances/ Chicago's newest and most comprehensive source for all classical music news and reviews. Sat, 04 Sep 2010 16:41:44 -0700 http://wordpress.org/?v=2.9.2 hourly 1 By: Lori Dana http://chicagoclassicalreview.com/2010/01/lyric-opera-to-offer-a-balanced-largely-conservative-lineup-next-season-with-11-fewer-performances/comment-page-1/#comment-947 Lori Dana Fri, 29 Jan 2010 19:52:10 +0000 http://chicagoclassicalreview.com/?p=4342#comment-947 As a marketing professional and new subscriber (2009-2010 is my first season as a subscription holder), I understand the value of Lyric altering it's schedule and diversifying it's subscription offerings. Subscription marketing innovations allowed me to finally pursue the interest in opera that I have had for a number of years. I believe that Lyric is akin to a museum in that it not only preserves a classic musical genre for future generations, but it has a responsibility to educate it's patrons and the public at large about exciting and innovative new works. In order to accomplish this goal (and ensure it's survival by perpetuating it's audience), Lyric must continually seek out compelling marketing strategies. A recent article on increased museum attendance in Crain's Chicago Business pointed out the following: "The report also showed a significant increase in the number of people coming to the museum and zoos on free days. That was up 24% to just over 1.4 million in 2009." In light of next year's performance cuts, perhaps this is also a valid marketing idea for Lyric Opera. Do one free performance per season. Tickets for non-subscribers (or perhaps for potential patrons age 30 and under?) reserved on a first-come, first-served basis. THAT might cultivate a new, younger audience for the opera! I hope the administration and board at Lyric consider what similar increases in attendance could mean for the future of grand opera in Chicago... As a marketing professional and new subscriber (2009-2010 is my first season as a subscription holder), I understand the value of Lyric altering it’s schedule and diversifying it’s subscription offerings. Subscription marketing innovations allowed me to finally pursue the interest in opera that I have had for a number of years.

I believe that Lyric is akin to a museum in that it not only preserves a classic musical genre for future generations, but it has a responsibility to educate it’s patrons and the public at large about exciting and innovative new works. In order to accomplish this goal (and ensure it’s survival by perpetuating it’s audience), Lyric must continually seek out compelling marketing strategies.

A recent article on increased museum attendance in Crain’s Chicago Business pointed out the following:

“The report also showed a significant increase in the number of people coming to the museum and zoos on free days. That was up 24% to just over 1.4 million in 2009.”

In light of next year’s performance cuts, perhaps this is also a valid marketing idea for Lyric Opera. Do one free performance per season. Tickets for non-subscribers (or perhaps for potential patrons age 30 and under?) reserved on a first-come, first-served basis. THAT might cultivate a new, younger audience for the opera! I hope the administration and board at Lyric consider what similar increases in attendance could mean for the future of grand opera in Chicago…

]]> By: Greg Sarchet http://chicagoclassicalreview.com/2010/01/lyric-opera-to-offer-a-balanced-largely-conservative-lineup-next-season-with-11-fewer-performances/comment-page-1/#comment-940 Greg Sarchet Wed, 27 Jan 2010 22:55:13 +0000 http://chicagoclassicalreview.com/?p=4342#comment-940 Over 17% less performances in 2010-11 season than in the late 1990's. Over 17% less performances in 2010-11 season than in the late 1990’s.

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