Double the Money:

San Diego Opera explored rebranding in 2013

A web-based consumer study, commissioned by the San Diego Opera company last summer, found potential opera-goers want reasonably priced tickets and a more accessible and welcoming experience for patrons and their families.

The study was conducted by Q2 Insights, a local marketing research company,  and dated Aug. 28, 2013. The Powerpoint presentation was posted today by KGTV.

Background behind the study:

“San Diego Opera is conducting a program of research in support of rebranding the organization. The rebranding is expected to include a revision of the look and feel of all communications as well as updated messaging.  Additionally, a campaign to increase the number of season ticket holders is anticipated.”

The San Diego Opera Board of Directors voted on March 19 to shutter the company and begin selling its assets at the end of April. Some board members are attempting to convince the board to rescind that action, and will present a plan for reinventing the company at a meeting Thursday.

In the meantime, opera association members, who number 850, are  circulating a petition to submit to the board to hold a membership meeting. inewsource and KPBS reported today that California law and the opera’s bylaws give the members, who pay a minimum of $100 to join the association, the final say over dismantling.

We'll let you know when big things happen.

About Lorie Hearn

Lorie Hearn is the founder and executive director of inewsource.
  • Michelle Cass

    Thanks for your journalism, Lorie!