OPERA America Publications

Membership Directory 2008 - 2009
Directory of OPERA America’s Company, Business, Library and Associate Members, indexed alphabetically and geographically. Includes the Annual Report to Members, a description of OPERA America’s programs and services. A list of Individual Members is also included. Published annually.

($20 Members / $25 Non-Members)

General Information

Increasing Attendance

Deepening Opera Attendance: The 2003 American Express National Audience Research Project
This study, prepared by Decision Partners, explores the critical cognitive and behavioral factors that motivated audience members to attend performances, purchase tickets to unfamiliar operas, and become subscribers and donors at six North American opera companies. This thought-provoking report will enhance your ability to communicate to your patrons and potential patrons.

($15 Members / $25 Non-Members)

Increasing Opera Attendance: The 2002 American Express National Audience Research Project
This study looked at the attitudes, impressions and behavior of people in six cities across the U.S. and Canada who purchase tickets to performing arts events but do not attend opera. The 136-page report by the Decision Partners research firm provides insight into the moods and attitudes of those who don’t attend opera, and it offers advice for what opera companies can do to reach this group of arts patrons.

($15 Members / $25 Non-Members)

Observing Opera Attendance: The 2001 American Express National Audience Research Project
Envirosell, Inc. examined the front-of-house experience at eight opera companies. The objective was to examine what happens to the opera-goer before the curtain goes up and after it comes down; to gather qualitative information about the audience experience and the relationship of their experience to design, operations and signage; and to determine how to create an enjoyable overall experience for all visitors while providing more sensitive outreach to new/emerging opera fans.

($15 Members / $25 Non-Members)

Motivating Opera Attendance: Comparative Qualitative Research in 10 North American Cities, 1996
An analysis of data from focus-group research conducted in ten cities throughout North America in which audience members relate their thoughts and feelings about attending opera for the first time. This research, never before conducted on such a scale, reveals new information about reaching those audience members who often elude the field.

($15 Members / $25 Non-Members)

Using Market Research to Create Strategy
A companion to Motivating Opera Attendance, this guide presents essays from five marketing professionals describing how to use the information from Motivating Opera Attendance to effectively target first-time opera-goers. The insights, methods and advice from this publication will not only enhance Motivating Opera Attendance; it will also provide invaluable strategies for your company to apply to any of its marketing research.

($9.95 Members / $11.95 Non-Members)

New Works

Subscription Sales

Trustees & Volunteers

Introduction to OPERAAmerica.org

Welcome Message from the President & CEO of OPERA America

Summer 2010 Magazine Issue

Letter from the President/CEO
OPERA America News
National Opera Week
Looking Back, Looking Forward: Career Service Awards
Opera Conference 2011

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	From Airport: The easiest way to reach the OPERA America offices is to get a cab at the airport. Cost is $40-45 (not including tip). JFK - Take the AirTrain ($5 - approx. 15 minutes) to the Jamaica Street Station and transfer to the Long Island Railroad (LIRR). Take the LIRR to Penn Station ($12 - approx. 35 minutes). See Penn Station directions below. LaGuardia - Take the M60 Bus to the Hoyt Ave/31st Street. Get on the or Train and take that to 42nd/Times Square Station. Follow the Times Square Station directions below. Newark - Take the New Jersey Transit train to Penn Station ($15 - approx. 45 min). See the Penn Station Directions below. From Penn Station/Madison Square Garden: Leave the station through the 7th Avenue/33rd Street exit and walk south for four blocks. The building is on the right hand side. From Grand Central Station: Take the Train to the 42nd/Times Square station and transfer to the Train. Take the Train to the 28th Street stop and walk north on 7th Avenue. The building is on the same block as the train stop. From 42nd Street/Times Square: Take the Train to the 28th Street stop and walk north on 7th Avenue. The building is on the same block as the train stop. For more detailed directions, most up-to-date pricing or to specify a different starting location, please visit the MTA Web site.