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Press Release: LA Opera receives "Building Opera Audiences" grant from OPERA America

LA Opera 30th Anniversary Season header30th Anniversary Season


$300,000 Awarded to Eight Organizations to
Implement Innovative Audience Building Activities

Building Opera Audiences logo

April 5, 2016 (Los Angeles) — LA Opera is pleased to announce that it has been awarded a grant of $30,000 in the fourth year of OPERA America's Building Opera Audiences grant program. This program, made possible by the Ann and Gordon Getty Foundation, supports the efforts of North American opera companies to build informed, enthusiastic audiences for opera through innovative marketing projects.

LA Opera is one of eight organizations to receive funding totaling $300,000. Forty-nine applications totaling over $2.1 million in requests were received by OPERA America, demonstrating how important audience development is to opera companies today.

Thanks to this grant, LA Opera will launch the DTLA Opera project. DTLA Opera is an innovative audience building initiative that uses a life-size, mobile LED interactive touch screen to introduce the art form with the power of full-scale mainstage productions. Developed to embrace the renaissance in arts and culture in downtown Los Angeles, LA Opera will introduce the art form to the new younger demographic who live downtown and the many people who work downtown. The touch screen will travel weekly to iconic and popular indoor and outdoor DTLA locations, giving users the unique opportunity to watch and listen to selections from opera performances, play opera-themed games, and learn about opera. Loaded with high quality audio-visual content the screen will provide control of sound and visual quality in diverse environments, ensures brand consistency, and enable unlimited “performances” with reduced costs.  

OPERA America, the field's national nonprofit service organization, leads and serves the entire opera community, supporting the creation, presentation and enjoyment of opera. "As cultural and entertainment options continue to grow, opera companies face increased competition for audiences," stated Marc A. Scorca, president/CEO of OPERA America. "Awards from the Building Opera Audiences grant program provide opera companies with support to experimentwith innovative projects that help engage new and retain current audiences, and inform the work of the entire field."

Each funded project will be documented and evaluated throughout its lifespan. The results will be shared with the entire field so other organizations can learn from and adapt projects for their communities.

The other seven organizations receiving Building Opera Audiences grants are Chicago Opera Theater, Michigan Opera Theatre (Detroit), Opera on Tap (Brooklyn), Opera Philadelphia, Opera Theatre of Saint Louis, San Diego Opera and San Francisco Opera. Descriptions of each project can be found on OPERA America's website.

Recipients of Building Opera Audiences grants were selected by an independent panel of industry leaders, including Jim  Atkinson, director of programs and services, ArtPride New Jersey (Burlington); Colleen Flanigan, chief marketing officer, Auditorium Theatre (Chicago); Gary Murphy, public relations consultant (Los Angeles); Ann Owens, consultant (Atlanta) and Nick Renkoski, creative director, Happy Medium (Des Moines).

The Building Opera Audiences grant program is made possible through the generosity of the Ann and Gordon Getty Foundation.

About LA Opera
In just three decades of existence, LA Opera has become one of America’s most exciting and ambitious opera companies. Presenting benchmark productions of standard repertoire as well as new and rarely-staged operas, LA Opera brings together world-renowned singers, designers, directors and conductors for performances that attract the attention of international audiences and critics. Highlights of recent seasons include the first major staging in two decades of John Corigliano’s The Ghosts of Versailles, the first major U.S. production in four decades of Verdi’s The Two Foscari, the world premiere of Daniel Catán’s Il Postino and the company’s first complete Ring cycles. In addition to its mainstage performances, LA Opera presents a robust variety of educational programming and innovative community engagement offerings, experienced by more than 135,000 people each season. For more information, please visit LAOpera.org.

About OPERA America
OPERA America leads and serves the entire opera community, supporting the creation, presentation and enjoyment of opera.

  • Artistic services help opera companies and creative and performing artists to improve the quality of productions and increase the creation and presentation of North American works.
  • Information, technical and administrative services to opera companies reflect the need for strengthened leadership among staff, trustees and volunteers.
  • Education, audience development and community services are designed to enhance all forms of opera appreciation.

Founded in 1970, OPERA America's worldwide membership network includes nearly 200 Company Members, 300 Associate and Business Members, 2,000 Individual Members and more than 12,000 subscribers to the association's electronic news service. In response to the critical need for suitable audition, rehearsal and recording facilities, OPERA America opened the first-ever National Opera Center in September 2012 in New York City. With a wide range of artistic and administrative services in a purpose-built facility, OPERA America is dedicated to increasing the level of excellence, creativity and effectiveness across the field.

OPERA America's long tradition of supporting and nurturing the creation and development  of new works led to the formation of The Opera Fund, a growing endowment that allows OPERA America to make a direct impact on the ongoing creation and presentation of new opera and music-theater works. Since its inception, OPERA America has made grants of nearly $13 million to assist companies with the expenses associated with the creation and development of new works.

LA Opera is a non-profit organization dedicated to serving the greater Los Angeles community.

 Yamaha is the Official Piano of LA Opera.

LA Opera Media Contact:
Fran Rizzi, Director of Public Relations
frizzi@laopera.org | 213.972.7554

OPERA America Media Contact:
Patricia Kiernan Johnson, Director of Marketing and Communications
PKJohnson@operaamerica.org | 212.796.86281 


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