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Article Published: 02 Oct 2025

Pricing Theory: Can targeted ticket discounts bring first-time opera attendees back?

When Opera Philadelphia announced that it was cutting its ticket prices to $11 across the board in 2024, it sold out its entire 2024–2025 season’s inventory in just three weeks. About two-thirds of attendees who bought discounted tickets were new purchasers. More than 700 individuals donated for the first time. The local and national press leapt to interview the company’s general director and president, the countertenor Anthony Roth Costanzo, about his vision for the future of the company and the opera business as a whole.

This article was published in the Fall 2025 issue of Opera America Magazine.

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