Opera Philadelphia introduces ‘pick your price’ model with $11 tickets to expand audience reach.

Opera Philadelphia, under the leadership of the new general director Anthony Roth Costanzo, is implementing a bold move to lower all ticket prices to $11 in an effort to attract a broader audience. This new pricing model, dubbed “pick your price”, allows attendees to pay more than the minimum if they wish to do so.

Since taking over from David Devan in June, Costanzo has overseen a fundraising effort that has generated $7 million, which helped the company address its debts and introduce this new pricing strategy. Costanzo aims to revolutionize the opera experience in the modern era by taking risks and moving away from conventional practices.

The upcoming 2024-25 season, under Costanzo’s direction, will feature a reduced number of performances from previous years, with tickets originally priced between $30 and $300. Despite the potential decrease in income from ticket sales, Costanzo believes that the new pricing model will result in increased contributions, potentially from foundations and corporations.

Opera Philadelphia’s previous seasons saw an average ticket price of around $85.77 and $78.32, accounting for 13% of the company’s revenue each year. The upcoming season at the Academy of Music will showcase works like Missy Mazzoli’s “The Listeners,” Joseph Bologne’s “The Anonymous Lover,” and Mozart’s “Don Giovanni”.

Costanzo drew inspiration from the choose-what-you-pay model implemented at Lincoln Center for the Performing Arts in New York. He highlighted the shift away from marketing to a wealthier audience and focusing on including more diverse demographics through accessible pricing. Costanzo emphasized the importance of breaking free from traditional constraints in order to foster innovation and progress within the opera industry.