Article Published: 14 Jul 2021

Time Crunch

In normal years, an opera company with a fall-to-spring schedule will announce its next season early in the winter. 2021, though, is not a normal year — to put it mildly. Most U.S. companies, faced with COVID-engendered uncertainty, waited until late spring to make their 2021–2022 seasons known. New Orleans Opera and Lyric Opera of Chicago, for instance, announced their seasons in May; Pittsburgh Opera’s announcement came in early June. The unusual timing has put special pressure on marketing. “January, when we ordinarily have made a season announcement, felt premature,” says Anthony Freud, LOC’s general director. “Mid-May was the latest point when we could take the risk of making the announcement while giving the marketing campaign sufficient time to work.”

This article was published in the Summer 2021 issue of Opera America Magazine.

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