Dear friends,
It is a new year and the beginning of a new era for LA Opera. In the first 25 years of our existence, we quickly established ourselves as one of the world’s leading opera companies. Naturally, there have been obstacles along the way, but nevertheless we have been able to thrive and grow. We are proud of the leading role we play in our community, and grateful to every one of you for your continued support over the years.
Like most arts organizations, we have seen challenges as a result of the global economy. While we are cautious in our planning and watching our budgets closely, I am proud that the artistic quality and musicality of our work has remained undiminished. Our past investments in backstage technology have turned out to help us in this regard, for we are now able to maintain a high artistic standard at a reduced cost.
You may have noticed the new graphic addition to our logo. The sunburst is based on design elements in our beloved Dorothy Chandler Pavilion, our home in the iconic Music Center of Los Angeles County. We selected this imagery because it embodies a creative energy and pioneering spirit unique to Los Angeles. This new look signifies the next phase in our exciting journey to best serve the people of this dynamic and vibrant city.
We recently conducted a major research campaign to learn how we could better serve our audience and have a bigger impact throughout our community. This has led to several new initiatives that we are proud to announce. First of all, we are implementing a new seating program that will enable us to invite more students, senior citizens and disadvantaged members of our community to experience the magic of opera. Tickets will be set aside for every performance, supplementing the extensive outreach opportunities that we already provide.
Second, we will be offering affordable ticket packages to enable parents, grandparents, and other relatives to introduce their young family members to opera’s thrilling combination of music and theater. More information on both of these programs will be available in a few weeks, when we announce the full details of our 2012/13 Season.
The final announcement I have today is perhaps of the most immediate interest. Next season, we will be lowering many of our prices and increasing the number of more affordable seats. We know that many people who want to attend our performances are facing tough choices about spending these days, and we want to make it easier for everyone to experience the work for
I can’t wait to share the incredible new season that we have put together, and I am equally excited about the new changes that we have made as we plan for the future. I look forward to sharing with you the unique experience of LA Opera as we move into an exciting new era!
Sincerely,
Plácido Domingo
Eli and Edythe Broad General Director