BRAND ASSESSMENT/MESSAGE TESTING
How can Opera Theatre reach new audience members and energize core patrons through consistent messages?
Who are Opera Theatre’s next audiences? The national trend shows declining arts subscription behavior, a typically older audience profile and a perennial need to attract new and more frequent patrons. What might bring them to opera and under what circumstances?
St. Louis opera and non-opera music and arts patrons value the immediate, informal, intimate and imaginative productions that Opera Theatre stages. Ticket buyers want to know (or be reminded) that OTSL creates innovative, relevant and surprising productions of the highest quality featuring young, attractive but already established stars in a relaxed, spring festival setting.