Breaking Barriers, Building Community

Since 1975, Opera Philadelphia has been a cornerstone of the city's cultural landscape, performing at venues like the historic Academy of Music and the Perelman Theater. With a mission to present both traditional and new works that resonate with the community, the company is dedicated to innovation, audience engagement, and accessibility. Through bold leadership and creative programming, Opera Philadelphia is redefining how people experience opera, ensuring it remains a dynamic and inclusive art form for all.

Michael Knight, Director of Guest Services at Opera Philadelphia, sat down with InstantEncore CEO, Nancy Trigg, to share insights on how the company is breaking down barriers to opera, engaging new audiences, and leveraging technology to create a more connected and accessible experience.

"Our mission is to propel the art form forward by blending classic opera with fresh, innovative approaches that excite both traditional opera-goers and new audiences," said Knight.

Pick Your Price: A Game-Changer for the Industry

When Anthony Roth Costanzo took over as General Director in 2024, he introduced a radical idea: Pick Your Price (PYP) tickets. The goal? Remove financial barriers and make opera more accessible to everyone. The results were astounding—the entire season sold out in just one week.

Opera Philadelphia reinforced this bold strategy, announcing in a recent press release that they had raised $7 million in just 10 weeks to support this initiative. This financial backing ensures the long-term sustainability of the PYP program, furthering the company’s mission to bring opera to more people.

67% of these ticket buyers were first-time attendees, proving that when cost is no longer a hurdle, new audiences are eager to experience opera. This groundbreaking approach is not just making waves in Philadelphia—it’s sparking industry-wide conversations about how to make the performing arts more inclusive.

Beyond the Ticket: A Commitment to Community Engagement

Opera Philadelphia isn’t just filling seats; they’re building a sustainable, engaged community. As Michael Knight shared, "Our goal is to create an experience where audiences feel connected not just during the performance, but long after they leave the theater." Their efforts go far beyond ticket sales:

$2 Access Tickets: Through their partnership with Art-Reach, they offer low-cost tickets for those in need.
Workforce Readiness Program: Providing hands-on training for students, including youth in detention centers.
Audio Description Services: Ensuring all audiences, including those with visual impairments, feel welcomed and engaged through accessible and inclusive experiences.
Investment in a Mobile App: Keeping audiences engaged with real-time updates, mobile ticketing, and exclusive behind-the-scenes content.

This approach ensures that opera is not just attended but truly experienced by a diverse audience, both in person and through virtual experiences, that reflects the city itself.

Innovating the Opera Experience

Opera Philadelphia is also rethinking the way audiences engage with performances. Instead of a once-a-year festival model, they now “festivalize” individual productions, surrounding them with educational events, film screenings, and exclusive behind-the-scenes content.

For example, their upcoming production of The Anonymous Lover is being paired with a community film screening of Chevalier, creating a richer, more immersive experience for attendees.

Digital Engagement: Keeping Audiences Connected

In today’s world, engagement doesn’t end when the curtain falls. Opera Philadelphia, as an InstantEncore customer, uses InstantEncore’s mobile app to keep audiences informed and involved, while Tessitura powers their ticketing system and CRM, ensuring a seamless purchasing experience and personalized audience interactions. As Michael Knight emphasized, "The app allows us to stay connected with our audiences in a seamless way, providing them with updates, exclusive content, and easy mobile ticketing." Through push notifications, mobile ticketing, and in-app content, they ensure their audience stays connected between performances.

Future plans include expanding the app’s role to include exclusive videos, behind-the-scenes access, and interactive features—giving audiences even more reasons to stay engaged year-round.

The Takeaway: Lessons for the Performing Arts

Opera Philadelphia’s success is a lesson in bold thinking. Prioritizing accessibility, embracing digital tools, and reimagining audience engagement are the keys to thriving in today’s arts landscape. Their story serves as an inspiration for organizations looking to grow, adapt, and better serve their communities.

Opera isn’t just for a select few—it’s for everyone. And Opera Philadelphia is proving just that.

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Opera Philadelphia: Redefining Opera Through Innovation and Accessibility