Toledo Opera has become a participating company in OPERA America’s Opera Passport program, a new North American ticket discount exchange program among opera companies in the United States and Canada. The program extends the benefits of an operagoer’s hometown opera subscription to over 85 opera companies across North America.
Access to Opera Passport by OPERA America is now available to all Toledo Opera season ticket holders. Passport holders can take advantage of discounts of 10% or more on tickets at all participating opera companies (subject to local eligibility). A full listing of participating companies is available at operaamerica.org/programs/services/opera-passport/.
Additionally, subscribers of participating companies outside of Toledo now have access to discounted tickets at all Toledo Opera mainstage performances. This discount can be redeemed by calling the Toledo Opera box office at 419-255-7464 and mentioning the code “passport24.” The discount is also available online at toledoopera.org using the coupon code “passport24” at check-out.
“Our membership with OPERA America not only enhances our credibility but also opens up opportunities for collaboration, networking, and sharing best practices with other esteemed opera companies across the country,” said Toledo Opera Executive Director Suzanne Rorick. “We are excited to extend this additional benefit to our subscribers, further enriching their experience with Toledo Opera. Together, we are poised to shine on the national stage and continue our commitment to delivering exceptional opera performances to our community.”
Opera Passport by OPERA America encourages operagoers to enjoy opera whenever they travel and builds awareness of the vibrancy of opera productions across the continent. The program was inspired by the National States Program for select theater companies and common reciprocal membership programs among museums.
Opera Passport by OPERA America is a collaborative, industry-wide initiative to build opera audiences as opera companies strive to increase ticket sales after the pandemic. Recent OPERA America research shows that average 2022-2023 ticket sales were 22% below pre-pandemic 2018-2019 levels. Yet nearly one-third of all audiences, on average, were first-time attenders. Cultivating new and repeat attendance is essential for replenishing sales. Opera Passport by OPERA America will entice new operagoers to sample a broader array of performances.
“Opera Passport by OPERA America encourages audiences to experience opera beyond their hometown,” shared Marc. A Scorca, president and CEO of OPERA America. “We’re excited to forge new connections between companies and facilitate affordable access to opera across North America. In this moment of regrowth for the sector, the collaborative spirit of this new initiative – uniting companies large and small, urban and rural – demonstrates our collective role in cultivating the audiences of today and tomorrow.”
To learn more about Toledo Opera visit: toledoopera.org. For more information about Opera Passport by OPERA America visit: operaamerica.org/programs/services/opera-passport/. For media access, please contact Rachael Cammarn at rcammarn@toledoopera.org.
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