Producing for Opera's New Audiences Webinar
Newcomers to opera are looking for a "new experience" — but are opera companies delivering what it takes to bring those audiences back? OPERA America's latest report, Producing for Opera's New Audiences, offers 13 strategies companies are trying to create meaningful experiences for new audiences, specifically around inherited repertoire. In this webinar, opera producers provide examples of these strategies in action, address the apprehension that may accompany more unorthodox activations, and provide practical guidance for how to build buy-in for creative new approaches at your opera company.
Generously supported by the Dr. M. Lee Pearce Foundation.
This OPERA America Webinar was recorded on Thursday, April 2, 2026.
Featuring:
Mary Birnbaum, general and artistic director, Opera Saratoga; stage director
Dan Cooperman, chief advancement officer, OPERA America
Dan Cooperman, chief advancement officer, joined OA in 2015 and oversees the organization’s development, membership, marketing, and communications. He previously served as director of development for BalletX, a contemporary ballet company in Philadelphia.
Lee Helms, vice president, production, New York Philharmonic; strategy consultant and storytelling coach
Bernard Holcomb, tenor and creator
Sarah K. Ivins, director of marketing and communications, OPERA America
Sarah K. Ivins joined OPERA America as director of marketing and communications in 2021, leading brand and audience development initiatives for the organization and its National Opera Center. She is proud to serve as the liaison for the Marketing/PR Network and support the work of arts marketers across North America. Before entering the opera field, Sarah spent seven years leading marketing at Ars Nova, a leading hub for emerging theater artists off-Broadway. A proud Pittsburgh native, she has embraced New York City for its diverse and varied arts offerings. A longtime member of the Riverside Choral Society, she brings a deep love of live performance to her work.
Dan Schlosberg, composer, pianist, music director, and arranger
This webinar is part of OPERA America's year-round series of digital learning opportunities that address key topics pertinent to the industry. Learn more and see what's next at OPERA America Webinars.
Looking for more opera in your life? Check out the National Opera Calendar to find out what's on stage near you.