Opera Philadelphia Introduces $11 Ticket Pricing

Opera Philadelphia has launched a groundbreaking 'Pick Your Price' initiative, allowing all tickets for the 2024-2025 season to be purchased for $11 or more, significantly lower than previous prices ranging from $26 to $300. This move, announced by new General Director Anthony Roth Costanzo, aims to democratize access to opera and attract a broader audience, particularly those deterred by high ticket costs. On the first day of the announcement, the company sold over 2,200 tickets, a stark increase from just 20 the day prior. Costanzo emphasized that reduced prices could transform the demographics of attendees and enable more diverse programming. The initiative is seen as a bold risk that could potentially lower immediate ticket revenue but aims to boost overall contributions and support for the company in the long term. Opera Philadelphia is now the only major opera company in the U.S. to implement a pay-what-you-wish model, reflecting a significant shift in the industry's approach to audience engagement.