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Article Published: 02 Apr 2023

Ticket sales matter, but these opera companies are measuring success with other essential metrics, too

Who doesn’t love a sold-out opera house? In a hall stuffed to its gills with enthusiastic attendees, the energy and excitement is palpable, lobby conversations crackle in intermissions, and the opera seems like the place to be. In addition to providing good ticket revenue, high turnout can energize donors, volunteers, and artists alike. It’s important to note, however, that ticket sales don’t tell the whole story. They’re just one metric for quantifying a “successful” show or season, and not necessarily even the most important metric at that.

This article was published in the Spring 2023 issue of Opera America Magazine.

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