Many Rust Belt cities in the U.S. have been experimenting with a new theory, "low-cost high culture," and have been yielding higher net profits. While the idea is sound, major cultural institutions like the Metropolitan Opera have tried a similar experiment but haven't found the same success.
Back in 2006, per The New York Times, general manager Peter Gelb introduced a rush ticket program, which offered up to 100 tickets for a shockingly low price of $25. And if that wasn't enough, the tickets put recipients in prime seating locations.
With a most generous grant from Agnes Varis, the founder and chief executive of Agvar Chemicals who died in 2011, of $2 million the program was able to take way. In association with the program, too, the company also had a student rush program.
And isn't that the aim of a major opera house, to open its doors to a younger demographic?
No one can be completely satisfied, though. When the program began, the low-priced tickets were being scalped outside and patrons who paid full price weren't too happy with the younger concertgoers next to them in their prime seats.
But the Opera made its way from complete financial destruction and has provided a lot to accommodate new and old patrons. For now, the program may not be perfect but it is offering those who want to experience the opera a chance to — especially if they are young, starving and poor.
Until then, here's Netrebko at the Met.
© 2024 Classicalite All rights reserved. Do not reproduce without permission.
