Detroit Opera

Detroit, MI
detroitopera.org

Detroit Opera will test the potential of influencer marketing to increase return rates among newcomers. The company will compare traditional season messaging with content developed by a trusted local social media influencer who will promote opera as a fun, social night out. Building on findings from OPERA America’s Understanding Opera’s New Audiences report, the “Show Up and Show Out” campaign will frame opera attendance as part of an exciting evening, supported by incentives to encourage repeat visits.

Florentine Opera

Milwaukee, WI
florentineopera.org

Florentine Opera will explore whether SMS messaging can improve retention among newcomers by offering timely, curated content that demystifies the opera experience. The approach responds to findings in OPERA America’s research that newcomers are often disoriented during performances. Drawing inspiration from sectors where SMS is widely used but underutilized in the arts, the company will test whether personalized text messages build confidence and connection more effectively than standard email communications. The A/B test will launch during the company’s fall 2025 production, comparing audience response between email-only and SMS-enhanced communications, including interactive prompts.

Heartbeat Opera

New York, NY
heartbeatopera.org

Heartbeat Opera will test the impact of creating a newcomer community, branding the experience with the playful label “Opera Virgins.” With the hypothesis that newcomers are more likely to return when they receive communications tailored specifically to them, Heartbeat Opera will experiment with messaging that directly acknowledges and celebrates first-timers. Through a customized email series that uplifts, names, and welcomes newcomers into the fold, the company hopes to foster a sense of belonging and community that drives repeat attendance.

LA Opera

Los Angeles, CA
laopera.org

LA Opera will investigate whether reducing decision fatigue improves return rates among new operagoers. Drawing from its own data from participating in OPERA America’s Understanding Opera’s New Audiences research — where perceptions of seat quality were identified as a challenge — the company will test whether newcomers are more likely to purchase a second ticket when offered a simplified option with a pre-selected production, seat, and price. The A/B test will compare a generic discount offer with a curated ticketing experience, analyzing redemption rates to determine whether personalized offers make return attendance easier and more appealing.

Minnesota Opera

Minneapolis, MN
mnopera.org

Minnesota Opera will test whether a tailored digital experience for newcomers improves audience retention. While the control group will receive standard communications and follow the typical purchase path, the test group will receive personalized messaging designed with OPERA America’s audience research in mind. The customized experience will feature content that demystifies the production, highlights the music, and frames opera as a full-evening experience, aiming to make newcomers feel more welcomed and engaged.

Opera Colorado

Englewood, CO
operacolorado.org

Opera Colorado will explore whether a post-performance “Instant Replay” video increases return rates among first-time attendees. Drawing on the research finding that newcomers often desire more context about what they’ve seen, the company will test whether a short, engaging video recap helps audiences better understand and connect with the performance compared to their standard communications. The recap video will highlight musical and narrative moments while promoting an upcoming production. All first-time attendees will receive the same comeback offer to isolate the effect of the video on return behavior.

Opera Orlando

Orlando, FL
operaorlando.org

Opera Orlando will adapt “high-touch” donor stewardship strategies to retain first-time opera attendees. Following each mainstage production in the 2025–2026 season, newcomers will be divided into control and test groups. The test group will receive direct outreach, including thank-you calls, handwritten notes, and customized invitations, while the control group will receive standard post-show communications. By tracking engagement and return behavior across both groups, the company aims to evaluate whether these relationship-building strategies can be effectively adapted to cultivate long-term audience loyalty.

Opera San José

San José, CA
operasj.org

Opera San José will test whether newcomers are more likely to return based on the type of digital content they receive. One group will receive videos offering a look into the creative process with behind-the-scenes insights, while the other will receive access to genre-defying performances from the company’s artists-in-residence. This experiment, rooted in OPERA America’s research, will explore which of these two approaches to digital engagement better encourages a second visit.

Pacific Opera Victoria

Victoria, BC
pacificopera.ca

Pacific Opera Victoria will test whether gamification increases return rates among newcomers by comparing the effectiveness of standard discounts versus playful, scratch-to-win offers. All first-time patrons will be segmented into a control group (no offer) and two variable groups: one receiving a simple $25 voucher and the other a gamified version of the same offer. This test will assess whether adding an element of novelty and engagement — common in Canadian marketing but less so in the United States — can reduce price sensitivity and make the invitation to return more enticing.

Pittsburgh Opera

Pittsburgh, PA
pittsburghopera.org

Pittsburgh Opera will conduct a three-pronged test assessing both pricing psychology and retention outcomes. Informed by OPERA America’s research on pricing barriers to return attendance, the test will investigate whether a one-time offer or a low-cost subscription discount model better motivates newcomers to return. The company's “Opus Pass” (unlimited access for one low monthly fee) will face off against a standard single-ticket discount to see which generates more repeat attendance and higher revenue, and how these offers perform against standard communications without an offer. 

San Diego Opera

San Diego, CA
sdopera.org

San Diego Opera will test which type of discount — percentage off or fixed dollar amount — more effectively drives reattendance among newcomers. Segmented campaigns will include these discount offers for three productions, with engagement tracked across email and postcard channels. By isolating the influence of discount framing, the company aims to uncover insights that will inform future pricing strategy and contribute to fieldwide understanding of effective retention incentives.

Seattle Opera

Seattle, WA
seattleopera.org

Seattle Opera will test whether personalized seat cards placed on audience members’ chairs might increase return attendance amongst newcomers. Each card will include a friendly greeting, show-specific tips, and a recommendation for another production, paired with a unique URL to facilitate a second purchase. This low-cost, replicable strategy is rooted in OPERA America’s research and seeks to prove the hypothesis that personalized communication and increased knowledge contribute to newcomer satisfaction and retention.

Utah Symphony | Utah Opera

Salt Lake City, UT
usuo.org

Utah Symphony | Utah Opera will investigate whether the timing of communications before or after a performance has a greater influence on newcomer retention. By segmenting attendees into four groups (control/test for pre-show and control/test for post-show messaging), the company will measure which combination of timing and customization most effectively encourages return attendance.

Vancouver Opera

Vancouver, BC
vancouveropera.ca

Vancouver Opera will assess if thoughtful digital enrichment impacts reattendance among first-time operagoers. Two groups of newcomers will be identified after the first production of the season: one will receive enhanced emails with exclusive content like rehearsal footage and artist interviews, while the other will receive standard communications.